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Despite the challenges facing major consumer markets, the beauty and personal care market remains resilient as the market is expected to grow around 2% in 2026, close to pre-war forecasts.
Global sportswear is set to outperform the wider apparel and footwear industry, driven by shifting consumer behaviours toward intentional spending and prioritising premium performance products.
2025年の美容・パーソナルケア市場ではオンライン購入比率が27.7％（スキンケア35.7％）に達し、2030年にはそれぞれ30％・40％まで拡大すると予測されている。
一方、日本のスキンケアのオンライン購入比率は21.4％と中国（52.2％）・韓国（67.8％）を下回る。また、東南アジアではソーシャルコマースの拡大を背景にスキンケア・サンケア市場が前年比二桁成長を続けている。
Validated marketing claims are becoming essential for brands seeking credibility, according to market intelligence company, Euromonitor International. As consumers face an increasingly crowded advertising landscape, evidence-backed claims are emerging as a critical tool to cut through noise, build trust and unlock growth opportunities.
Despite the challenges facing major consumer markets, the beauty and personal care market remains resilient as the market is expected to grow around 2% in 2026, close to pre-war forecasts.
AI-influenced e-commerce is forecast to exceed USD700 billion by 2029, underscoring the role of intelligent loyalty systems in retail.
Nearly 40% of global skin care sales are expected to take place online by 2030, as digital-first strategies and AI-driven discovery reshape beauty buying behaviour.
YSL Beauty’s shift toward localized, community-driven “block party” activations reflects Gen Z’s demand for personalized, real-world experiences, with Marguerite Le Rolland, senior global insight manager for fashion, emphasizing that brands must foster creativity, belonging, and authentic engagement to build trust and drive participation among this digitally saturated yet experience-driven cohort.
Read moreGatorade’s sweeping revamp underscores intensifying competition in an increasingly fragmented hydration market, with Howard Telford, senior global insight manager for soft drinks, noting that growth is shifting toward more portable, personalized, and functional drinks that extend beyond traditional sports positioning.
Read moreRising regulatory scrutiny across athleisure and beauty highlights growing concerns around product safety and marketing practices, and Amna Abbas, senior consultant, emphasizes that despite increasing consumer interest in transparency, a disconnect persists as purchasing decisions remain driven by price, performance, and brand appeal rather than safety or sustainability.
Read moreChinese brands are rapidly expanding across Southeast Asia by tapping into strong consumer demand and localizing their offerings, with Nathanael Lim, APAC insight manager for beverages, highlighting that coffee and tea chains sustain growth through relentless product innovation and locally tailored flavors driven by significant R&D investment.
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