\nHousehold penetration for natural and functional topical products, as well as beauty from within formulations, has been increasing, according to Maryellen Molyneaux, managing partner, Natural Marketing Institute (NMI).<\/p>\n
\u201cThe desire for clean products\/ingredients continues to grow with consumers who want less chemicals in their products due to increased concerns about those chemicals,\u201d said Molyneaux. \u201cIn addition, many brands both niche and mainstream have put new efforts into formulations as well as marketing communications. We\u2019ve also seen more new brand initiatives from larger mainstream companies such as Ulta\u2019s new clean product certifications. These types of programs are educating mainstream consumers and growing the categories.\u201d<\/p>\n
According to analysis from market research firm Mintel, COVID-19 is impacting the way consumers approach beauty and personal care products, especially when they consider ingredient safety, cleanliness and shelf life.<\/p>\n
\u201cAs the majority of Americans limit their interactions outside the home due to the COVID-19 pandemic, facial skin care routines become less of a priority, as consumers shift focus to their physical and mental health,\u201d noted Clare Hennigan, senior beauty analyst at Mintel. \u201cIn addition, economic instability leads to more conservative category spending. As a result, the market is expected to see slower than expected growth in 2020. Once safety measures are lifted, typical skin care routines will likely fall back into place, leading to market recovery. A renewed focus on health and hygiene drives NPD (new product development), increasing demand for clean formulas, and creating opportunities for touchless formats.\u201d<\/p>\n
In a blog post in March 2020, Hennigan also discussed how the pandemic and economic downturn may affect the natural\/clean beauty market. While the concept of \u201cclean beauty\u201d began with focus on \u201cnatural\u201d formulations, the movement has evolved to consider \u201csafety, transparency, sourcing\/manufacturing practices and a slew of other factors that play into the final product,\u201d she noted.<\/p>\n
\u201cThe natural movement continues to shape the beauty industry as women become more conscientious of the ingredients in beauty products and seek out what is considered safe,\u201d Hennigan said. \u201cHowever, efficacy is also top-of-mind, with more than one-third of women agreeing that they care more about the effectiveness of a product than the ingredients it uses. While women expect brands to use natural ingredients, they ultimately choose a product based on efficacy, making it increasingly important for brands to link ingredient safety with function.\u201d<\/p>\n
Market Forces<\/span> The beauty-from-within movement has gained significant traction as people search for holistic health solutions, said Tim Hammond, vice president of sales and marketing, Bergstrom Nutrition. \u201cConsumers now understand how powerful skin support can be when addressing and improving the underlying aspects of skin health.\u201d<\/p>\n The beauty supplement market is driven by recognition that true \u201cbeauty\u201d reflects a healthy body and good lifestyle practices. \u201cIt is also a celebration of one\u2019s unique features; beauty is health, and health is beauty, no matter what age or gender,\u201d said Sam Michini, vice president of marketing and strategy, Deerland Probiotics & Enzymes.<\/p>\n \u201cMen are also making up more of the beauty care market, including supplements, and the gender-neutral beauty market is ramping up. According to NPD Group\u2019s iGen Beauty Consumer report, nearly 40% of young adults aged 18 to 22 have shown interest in and support of gender-neutral beauty.\u201d<\/p>\n Bornet noted better understanding of the role nutrition plays for skin health and the idea of healthy skin from the inside-out. \u201cConsumers are simplifying their routines and embracing a minimalist lifestyle, which includes seeking skin care products that provide multi-tasking benefits to address their skin concerns rather than purchasing multiple creams and products.\u201d<\/p>\n Consumers are also spending more time researching products and ingredients to inform their purchase decisions, he said. \u201cThey are most interested in natural ingredients backed by science to support their skin health without the potential irritation or side effects of other products.\u201d<\/p>\n Katie Ferren, vice president, sales and marketing, Blue California noted increasing interest in ingestible beauty\/wellness products, citing data from Euromonitor International, which indicated the beauty supplement market now accounts for over $80 million in sales in the U.S. alone.<\/p>\n Mainstream retailers have embraced the category, said Ferren, and at the same time it is also supported by online specialty brands. \u201cFrom a consumer demographic perspective, Baby Boomers and now Gen Xers are looking for products that support beauty from within, and they are a large portion of the population with higher disposable income levels.\u201d<\/p>\n Meeting Expectations<\/span> Figure 1. Percent Growth in Attributes Consumers Indicate are Very Important Toward Their Personal Care Product Purchase (2015 \u2013 2019) (Orange shading denotes conventional attributes; Green shading denotes environmental\/sustainable attributes)<\/strong><\/p>\n According to a May 2020 report from Mintel titled \u201cFacial Skincare and Anti-Aging: Incl Impact of COVID-19,\u201d many consumers believe mental health reflects overall health and this can manifest into skin issues. \u201cSince Eastern medicine is known to treat the body as an ecosystem, consumers are turning to these practices to balance the skin, mind and body,\u201d the report said. \u201cIn fact, 68% of adults express interest in facial massaging techniques, such as facial yoga and lymphatic drainage. This holistic approach to skin care could mean consumers turn away from topical products to treat issues and rely on ingestible products to address the \u2018source\u2019 of the problem.\u201d<\/p>\n A Mintel survey from March 2020 also indicated about 55% of adults agreed that diet is just as important as skin care products to impact skin appearance (Figure 2). \u201cThis push toward a holistic lifestyle has key implications on the beauty industry as self-care becomes an essential component of physical, mental and emotional health.\u201d<\/p>\n Figure 2. Attitudes Toward Skincare Routine, March 2020<\/strong><\/p>\n At the same time, environmentally conscious consumers are looking for brands that are committed to sustainability, and are taking action to reduce their carbon footprint. Additionally, 34% of 18-24 year old beauty and personal care shoppers look for brands that have sustainability strategies. \u201cTo stand out in this crowded space, brands can appeal to young adults by offering eco-friendly claims and sustainably formulated and packaged NPD.\u201d<\/p>\n Despite the pandemic and economic downturn, skin care appears to still be on-trend, Mintel reported. In fact, the firm noted 23% of skin care users have added a step to their skin care routine in 2020. \u201cTraditional products, such as moisturizer, lip balm and facial cleanser continue to dominate consumer usage, and are considered essentials by roughly half of consumers. However, young adults, Asian and Hispanic consumers demonstrate elevated interest in specialty products. Interest in alternative product formats among key demographics could take share from traditional product staples.\u201d<\/p>\n Women aged 18-34 are heavily invested in skin care routines and are the most likely to use a wide range of products, especially alternatives to traditional formats, per Minel. \u201cTo achieve their skincare goals, women are more willing than men to take steps to change their routine and improve their skin, such as trying a new brand or adding a new step, reflecting their overall engagement in this space.\u201d<\/p>\n The COVID Effect<\/span> Additionally, consumer focus has shifted somewhat due to COVID-19, as people consider the shelf-life\/stability of packaged goods, including beauty and personal care products, according to Mintel.<\/p>\n \u201cThe anxiety and uncertainty caused by this pandemic leads to a greater need for reliable and safe beauty and personal care products,\u201d said Hennigan. \u201cProducts that mitigate risks of contamination by utilizing touchless formats and offer extended shelf life to consumers rationing supplies and\/or unable to obtain alternatives will stand out as being safe and dependable. Brands that demonstrate their dependability, transparency and willingness to take action to ensure product safety will be rewarded by consumers.\u201d<\/p>\n Nourishing skin, hair and nails is even more important when consumers can\u2019t get an appointment at a salon, said Michini. \u201cPeople who are living without such conveniences are still keeping healthy via supplementation, and this includes skin, hair and nails.\u201d<\/p>\n Despite a decrease in overall consumer spending, online purchases are up, Bornet noted. \u201cSocial distancing and measures for consumers to stay home have prompted higher demand for easily accessible, science-backed skin care products and ingredients, as access to self-care services like facials are limited, or in some regions unavailable completely.\u201d<\/p>\n In addition, the pandemic has raised awareness about the importance of a healthy lifestyle, and wellness more broadly. Skin is the human body\u2019s largest organ, and consumers understand that beautiful skin is, above all, healthy skin. Based on a more holistic approach to health, they seek natural solutions which provide multi-tasking benefits, including for skin and beauty.<\/p>\n Initially consumers slowed purchases of beauty products during the pandemic, said Ferren, however, \u201cas we are getting back to a \u2018new normal,\u2019 our customers that use our ingredients for beauty from within formulas are seeing strong sales again.\u201d<\/p>\n References: https:\/\/www.nutraceuticalsworld.com\/issues\/2020-Beauty-IO\/view_features\/new-beauty-market-disruption-but-not-interruption\/<\/p>\n","protected":false},"excerpt":{"rendered":" New Beauty: Market Disruption, But Not Interruption Health and wellness will continue to be top priorities for consumers even after the coronavirus pandemic. The beauty industry is constantly evolving, responding to consumer demands of the day and age. Health\/wellness, hygiene, and feeling\/looking more youthful have been consistent priorities over time. The global coronavirus pandemic, however, […]<\/p>\n","protected":false},"author":1,"featured_media":217799,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[],"dipi_cpt_category":[],"class_list":["post-217796","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/nexuswise.com\/my\/wp-json\/wp\/v2\/posts\/217796","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/nexuswise.com\/my\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/nexuswise.com\/my\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/nexuswise.com\/my\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/nexuswise.com\/my\/wp-json\/wp\/v2\/comments?post=217796"}],"version-history":[{"count":1,"href":"https:\/\/nexuswise.com\/my\/wp-json\/wp\/v2\/posts\/217796\/revisions"}],"predecessor-version":[{"id":219146,"href":"https:\/\/nexuswise.com\/my\/wp-json\/wp\/v2\/posts\/217796\/revisions\/219146"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/nexuswise.com\/my\/wp-json\/wp\/v2\/media\/217799"}],"wp:attachment":[{"href":"https:\/\/nexuswise.com\/my\/wp-json\/wp\/v2\/media?parent=217796"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/nexuswise.com\/my\/wp-json\/wp\/v2\/categories?post=217796"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/nexuswise.com\/my\/wp-json\/wp\/v2\/tags?post=217796"},{"taxonomy":"dipi_cpt_category","embeddable":true,"href":"https:\/\/nexuswise.com\/my\/wp-json\/wp\/v2\/dipi_cpt_category?post=217796"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nAn increasing number of individuals in their 20s and 30s are interested in starting skin care routines early to prevent signs of aging later in life, noted S\u00e9bastien Bornet, vice president of global sales & marketing at\u202fHorphag\u202fResearch, which supplies Pycnogenol French maritime pine bark extract. \u201cOne-in-five young women are concerned about skin health and wrinkles before hitting their mid-20s, and one-in-three women under the age of 35 regularly use products to prevent signs of aging.\u201d<\/p>\n
\nIn terms of what consumers expect from products and brands, while \u201cconventional\u201d attributes such as \u201ceffective\u201d and \u201cgood value\u201d are highly important to personal care product purchases, according to Molyneaux, growth is strongest across sustainable attributes, and they have shown the most growth over the past 5 years (Figure 1). \u201cEffective and good-value are declining, indicating consumers are more interested in clean products,\u201d Molyneaux noted.<\/p>\n![](\"https:\/\/nexuswise.com\/my\/wp-content\/uploads\/sites\/3\/2021\/07\/880_main.jpg\")
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\nAbout 24% of adults aged 18-34 are concerned about the environmental impact of their skin care products, according to Mintel. \u201cTo alleviate environmental concerns, consumers are demanding transparency from brands in regards to production methods and ingredient souring practices.\u201d<\/p>\n
\nWith people working remotely during the pandemic, many have been less focused on appearances, Molyneaux suggested. \u201cDue to stay-at-home jobs, more women are foregoing wearing makeup these days. However, skin care has remained just as important as it was prior to the pandemic and maybe more so as the condition of your skin is more visible.\u201d<\/p>\n