What you need to know

While COVID-19 is expected to cause slowed sales growth for certain personal care categories, Mintel expects overall personal care spending to remain relatively stable thanks to need-driven purchasing. A continued focus on self-care and the growing presence of “clean” options in functional personal care categories will help support longer-term sales growth.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behavior and the personal care market

  • How the market will fare in a post-COVID-19 down economy

  • Consumers’ personal care behaviors and usage of products

  • Launch activity and consumer interest in product innovations

This Report was written June-July, 2020 and updated on July 14, 2020, with the COVID-19 implications.


This Report covers a broad range of products within the personal care market. For the purposes of this Report, Mintel has defined the personal care market as products used for regular grooming and hygiene including the following categories:


  • Haircare – shampoo, conditioner, hairstyling products and hair color

  • Skincare – facial cleansers, facial moisturizers, specialty skincare products such as acne and anti-aging treatments, hand and body moisturizers, sun protection

  • Body cleansing products – bar soap, liquid shower gel, bath products

  • Shaving products

  • APDO

  • Oral care

Excluded from the scope of this Report are beauty products (see Mintel’s The Beauty Consumer – US, February 2018 and The Millennial Beauty Consumer – US, June 2019) such as:

  • Color cosmetics

  • Fragrances

  • Nail color and care

Professional services are also excluded from the scope of this Report.

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