Beauty and Personal Care Packaging: Key Trends and Innovations

July 2022

Beauty and personal care packaging remained resilient globally, with Asia as the growth engine and toiletries dominating volume sales globally. As lifestyles continue to evolve, packaging innovation will be challenged to respond to consumers’ new wellness priorities and greater focus on simplicity and values. Moving forward, offering packaging sustainability features will be essential for packaging manufacturers and brand owners as well as adapting to the rising shift towards e-commerce.

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This report comes in PPT.

Key Findings

Bath and shower, hair care and oral care dominate packaging

Globally, toiletries remains the largest contributor to packaging volumes led by everyday hygiene products such as bar soap, shampoo and toothpaste thanks to developing regions where consumers continue to adopt new hygiene routines. Still baby and child-specific products are projected to post most dynamic growth to 2025 driven by growing consumer base and brands extending the category to older children.

Asia Pacific remains the growth engine for packaging volumes

Asia Pacific is expected to drive packaging volumes overall driven by rising disposable incomes combined with the strong penetration of smaller pack sizes in the form of single-use flexible plastics, popular for their immediate affordability. North America should see a decline due to falling volumes in bath and shower and colour cosmetics.

Focus on health, hygiene and wellbeing

More consumers are expected to embrace healthy lifestyles and hygienic habits. This should primarily translate into rising packaging volumes of toiletries - within which skin care products are showing strongest growth - mainly benefiting plastic tubes, HDPE bottles and folding cartons. Packaging offering hygienic solutions as well as ingredient safety and transparency will also represent an important feature.

Greater demand for packaging sustainability features

Consumers will increasingly opt for brands that can deliver positive change. They prioritise packaging sustainable features such as recyclability and the use of recycled content. Many also cut down on packaging by using refillable and reusable packaging and chose solid beauty to help reducing packaging waste and water consumption.

Rising shift towards e-commerce

While the beauty industry still heavily relies on store-based sales, the shift towards e-commerce requires more packaging designed for shipping, fitting through the letter box packaging alongside the rising penetration of subscriptions and prompts for new solutions in terms of beauty sampling.

Key findings
Toiletries remain the largest contributor to packaging volumes
Oral care drives packaging growth, led by plastic tubes
Asia Pacific is the growth engine for packaging volumes
Three key themes impacting packaging innovation
Health, wellbeing and hygiene paramount to consumers
Focus on health, hygiene and wellbeing: impact on packaging
Fast-growing volumes of hand sanitisers translate into new launches
Jo Love 2-in-1 hand sanitiser and cream in a dual-chamber tube
Flexible paper to lead gains in bath and shower packaging
Growing hygienic habits benefit oral care
Growing penetration of rigid packaging in hair care products in Asia
Lotion pumps offer a limited contribution to hygienic dispensing
Demand for touchless beauty creates opportunities for stick formats
Ingredient safety and transparency are increasingly paramount
Beauty innovations tap into wellbeing and self-care
Consumers expect brands to deliver positive change
Greater demand for sustainability features: impact on packaging
Demand for sustainable features on the rise
More recyclable and recycled packaging
Asia Pacific and Latin America champion refillables in plastic pouches
Refillables, a rising eco-solution beyond toiletries
Unilever’s refillable Dove deodorants help reduce packaging waste
Solid formats on the rise in toiletries
Plastic tubes finally join the circular economy
Personalisation addresses consumer diversity and sustainability pursuits
L’Oréal’s Rouge sur Mesure beauty device offers experience and inclusivity
Growing shift towards online beauty globally
Rising shift towards e-commerce: impact on packaging
Packaging fit to be shipped and delivered through the letter box
Nae’s solid beauty set exclusively targets e-commerce
A new creative way of sampling fragrances at home by Escentual
Asia Pacific is driving packaging size reduction in beauty
Discovering J’adore by Christian Dior through the brand’s smaller format
Key recommendations
Key findings


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