COVID- According to Kantar, 19 pandemic lockdowns and the resulting work-from-home lifestyle shift have revolutionized the beauty sector. The quantity of products consumed has reduced dramatically, as customers prefer premium, natural, and environmentally friendly products.
Kantar analyzed the purchase habits of more than 300,000 individuals and households in 20 countries [1] and women's daily usage habits across seven major economies [2] to understand the impact of two years of coronavirus lockdowns, shifting priorities, and the continuation of the work-from-home culture in their report, 'On Trend: The Evolving Beauty Consumer.'
Cosmetics usage is decreasing.
Kantar research shows a significant drop in weekly cosmetics consumption in every market, with weekly usage down an average of 28 percent compared to pre-pandemic levels and down 31 percent compared to five years earlier, as women opt for simpler routines. The trend is especially noticeable among European beauty consumers, who have reduced their use of face and lip make-up year over year.
According to the report, more customers are opting for fewer, higher-quality usage occasions. Fewer, long-lasting beauty products that can be applied swiftly are now the focus.
According to Kantar, the increased use of premium beauty products, combined with a jump in demand for natural beauty products, which increased from 18 percent of sales in 2017 to 24 percent of sales in 2021, helped the market rebound to pre-pandemic revenue levels.
The hair care industry is expanding.
During the epidemic, the percentage of women who choose to keep their hair longer increased from 58 percent in 2017 to 62 percent in 2021, on average. Women, on the other hand, decided to wash their hair less regularly, dropping nearly 10% in five years to 2.8 times per week on average.
Hair conditioners and treatments had a 5 percent increase in sales value in 2020 (relative to 2019), and a 7 percent increase in 2021, illustrating the premiumisation trend (compared to 2020).
The demand for specific haircare solutions to help encourage growth has fueled the premiumization trend. For example, products that address specific hair problems like hair loss and dandruff have expanded at a rate five times faster than the entire shampoo industry.
The environmental consciousness shift
Another underlying trend seen by Kantar is customers' rising awareness of sustainability and safety risks in beauty products.
As a result, face and body products derived from organically produced ingredients accounted for 24% of sales in 2021, up from 18% in 2017. The highest growth occurred in France, where customers increased from 23% in 2019 to 32% in 2021.
Kantar also stated that environmentally conscious consumers are willing to pay more for sustainable and natural items. Eco-active households spend more on beauty items than the average home, with French Eco-Active households spending 5% more per shopping trip on beauty products.
"While consumers are preferring simpler regimens and a more "natural" appearance, this does not mean they will abandon beauty products completely. According to Ashley Kang, Global Director of Kantar, "consumers will binge on multiple items that respond to their changing desires."
Consumers will continue to prioritize'sustainable, natural, and derma' products in the skin care area. Hair and scalp treatments also represent a significant growth opportunity, given the increased percentage of women who wear their hair long.
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