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Skincare Ingredient and Format Trends - US - December 2016

Published By :

Mintel

Published Date : Dec 2016

Category :

Skincare

No. of Pages : N/A

The skincare market is highly saturated, and brands are challenged by consumer preferences for simplicity as well as a tendency to stick with the same products each time they make a purchase, limiting product trial. Brands will focus on unique offerings to capture the attention of consumers, with Korean skincare trends continuing to impact the US market, while also looking to other regions including Africa and Australia for inspiration. Natural and ethical claims will also continue to rise, and exotic but natural-positioned ingredients such as seaweed and ginseng will become mainstream.

Table of Contents

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Most spend goes toward facial skincare, blurring lines present market challenges
Figure 1: Share of sales in skincare market, by segment, 2016 (est)
Broader variety of formats results in declining use of existing cleansing options
Figure 2: Types of facial cleansing products used, April 2011-June 2016
Preference for simplicity, skepticism challenge brands
Figure 3: Skincare attitudes – any agree (net)*, October 2016
The opportunities
Ethical claims and natural offerings resonate with younger women, Hispanics
Figure 4: Natural skincare – any agree (net)*, October 2016
Inspiration from K-beauty, other regions help differentiate offerings
Exotic, plant-based ingredients pique the interest of younger consumers
Figure 5: Interest in select exotic ingredients, by all and aged 18-24 and 65+, October 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Smaller segments experience growth, blurring lines impact skincare
Younger women are engaged but disappointed, seek natural offerings
Wipes resonate, consumers demand less ambiguity with natural claims
Aging population challenges market, buoyed by increasing Hispanic population

MARKET BREAKDOWN
Most spend goes toward facial skincare, while lip balm, suncare see growth
Figure 6: Share of sales in skincare market, by segment, 2016 (est)
Figure 7: Percentage change in skincare sales, by segment, 2016 (est.)
Blurring of categories impacts skincare

SNAPSHOT OF SKINCARE CONSUMERS
Most engaged consumers are also the most likely to express frustrations
Figure 8: Select skincare attitudes – any agree (net)*, by select demographics, October 2016
Natural offerings appeal to younger affluent women
Figure 9: Natural skincare – any agree (net)*, October 2016

MARKET PERSPECTIVE
Wipes viewed as convenient, opportunity to improve perception of gels
Figure 10: Correspondence analysis of attributes by product format, October 2015
Decline in “natural” claims as consumers demand less ambiguity
Figure 11: Attitudes toward natural and organic personal care products, October 2016
Figure 12: Share of skincare products making select ingredient claims, 2011-16*
Women turn to beauty from within trends to improve skin
Adults emphasize youthful appearance, are eating more healthfully
Figure 13: Attitudes toward skincare, eating, and appearance – Any agree (net^), April 2015-June 2016

MARKET FACTORS
Aging female population challenges market growth
Figure 14: Female population by age, 2011-21
Growing multicultural population benefits skincare
Figure 15: Population by race and Hispanic origin, 2011-21
Figure 16: Mean skincare expenditures, by gender and race/Hispanic origin, April 2015-June 2016
Rising consumer confidence encourages increased spend
Figure 17: Consumer Sentiment Index, January 2011-June 2016

KEY INITIATIVES – WHAT YOU NEED TO KNOW
Korean skincare hits masses, natural offerings resonate
Exotic ingredients, customization pique consumer interest

WHAT’S IN?
Korean skincare is here to stay
“Food-to-face” ingredients include everything but the kitchen sink
No-rinse products offer ease of use, promote water conservation
Preferences for multitasking, simplicity spawn new formats
Niche natural brands increase competition
Figure 18: Select niche MULO skincare brands, 2016

WHAT’S NEXT?
Natural ingredients go exotic
Customizable products and lines address consumers’ specific needs
Brands seek inspiration from regions beyond Korea
Ethical claims reach younger generations
Figure 19: Share of skincare products making select ethical claims, 2011-16*

THE CONSUMER – WHAT YOU NEED TO KNOW
Skincare benefits from widespread usage, higher among younger women
Simplicity and familiarity drive skincare routines
Personal experience, people most influential for learning about skincare
Plant-based exotic ingredients hold appeal
Benefits of overnight products clear, confusion around sheet masks
Simple instructions most important, moral claims a secondary consideration
Skincare packaging a secondary concern, room for improvements exist

SKINCARE PRODUCT USAGE
Skincare benefits from widespread use, younger women most engaged
Figure 20: Product usage – any usage (net)*, by gender and age, October 2016
Income a barrier to sun protection and specialty skincare usage
Figure 21: Product usage – any usage (net)*, by household income, October 2016
Hispanics stronger users of skincare products
Figure 22: Product usage – any usage (net)*, by race/Hispanic origin, October 2016
Broader variety of formats results in declining use of existing options
Figure 23: Types of facial cleansing products used, April 2011-June 2016

ATTITUDES TOWARD SKINCARE
Adults seek simplicity in their skincare routines
Figure 24: Skincare attitudes – any agree (net), October 2016
Familiarity also drives skincare routines
Figure 25: Skincare attitudes, October 2016
Women like to experiment and learn – but are often disappointed
Figure 26: Select skincare attitudes – any agree (net)*, by gender, October 2016
Adults aged 25-34 enthusiastic about skincare but keep budget in mind
Figure 27: Select skincare attitudes – any agree (net)*, by age, October 2016
Hispanics enjoy skincare, express concerns
Figure 28: Select skincare attitudes – any agree (net)*, by race/Hispanic origin, October 2016

RESOURCES FOR LEARNING ABOUT SKINCARE
Personal experience, people most influential for learning about skincare
Figure 29: Resources for learning about skincare, October 2016
Women rely on trial and error, seek advice from magazines
Figure 30: Select resources for learning about skincare – any rank (net)*, by gender, October 2016
Older generations rely on trial and error, younger trust internet, parents
Figure 31: Select resources for learning about skincare – any rank (net)*, by generation, October 2016
Parents’ skincare advice more influential to Black, Hispanic adults
Figure 32: Select resources for learning about skincare – any rank (net)*, by race/Hispanic origin, October 2016

INTEREST IN EXOTIC INGREDIENTS
Exotic ingredients that are plant-based are most appealing to consumers
Figure 33: Interest in exotic ingredients, October 2016
Younger adults willing to experiment, older adults intimidated by the unfamiliar
Figure 34: Interest in select exotic ingredients, by age, October 2016
Hispanics open to trying exotic ingredients
Figure 35: Interest in select exotic ingredients, by race/Hispanic origin, October 2016

BENEFITS OF ASIAN SKINCARE PRODUCTS
Consumers see benefits of overnight skincare, confused over other formats
Figure 36: Correspondence analysis – Benefits of Asian skincare products, September 2016
Figure 37: Benefits of Asian skincare products, September 2016
Methodology
Men less familiar with Asian skincare offerings
Figure 38: Select benefits of overnight skincare products, by gender, October 2016
Younger adults recognize Asian skincare benefits
Figure 39: Benefits of sheet masks, by age, October 2016
Hispanics see pros to Asian skincare, Asians are discerning shoppers
Figure 40: Select benefits of overnight skincare products, by race/Hispanic origin, October 2016

PACKAGING FEATURES
Shoppers look for simple instructions, short ingredients list
Figure 41: Packaging features, October 2016
Ethical and environmental claims reach younger adults
Figure 42: Packaging features – any rank (net)*, by age, October 2016
Hispanics also drawn to ethical and environmental claims
Figure 43: Packaging features – any rank (net)*, by race/Hispanic origin, October 2016

ATTITUDES TOWARD SKINCARE PACKAGING
Skincare packaging concerns less relevant than other product attributes
Packaging leaves room for improvements
Figure 44: Attitudes toward skincare packaging, October 2016
Packaging more influential to younger adults when choosing a product
Figure 45: Select attitudes toward skincare packaging, by age, October 2016
Hispanics take cues on product quality from packaging
Figure 46: Select attitudes toward skincare packaging, by race/Hispanic origin, October 2016

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations

APPENDIX – CONSUMER
Figure 47: Reasons for using facial cleansing products, by age, April 2015-June 2016

List of Table

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