Canada Perceptions of Beauty across Generations Market Report 2022
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Report Summary
“Beauty attitudes shift and evolve over time, leading to each generation having a somewhat different relationship with the category. Regardless of age, consumers will feel the sting of inflation and as a result, will be looking at lower-cost options or paring down their repertoires in this discretionary market. The wellness and mental health boosts reported with beauty product usage will help carry the category, as will the increase in social occasions compared to the previous two years. The role of social media cannot be overemphasized for younger generations, but when trying to connect with older shoppers, more organic alternatives will be necessary.”
– Meghan Ross, Senior Home & Beauty Analyst
This report discusses the following key topics:
- Market factors influencing beauty across generations.
- BPC product repertoires and usage frequency.
- Retailers used for beauty purchases.
- Online vs in-person purchase patterns.
- Sources used to gather beauty information.
- Beauty attitudes and behaviours.
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Market context
- What you need to know
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Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Category outlook: beauty and personal products, 2022-27
- Opportunities and challenges
- Engagement with beauty declines with age
- Figure 2: Past 12 month beauty category usage, by age and gender, 2022
- Educate and entertain through social media
- Play an advocacy role to connect more strongly
- Validate beauty’s place in a self-care routine
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Market Factors
- Quick overview – the generations
- Generation Alpha
- Gen Z
- Millennials
- Gen X
- Baby Boomers
- Swing/WWII
- Figure 3: Distribution of the Canadian population, by generation, 2022
- Impact of COVID-19 on beauty
- Cost of living concerns have Canadians reassessing their budgets
- Figure 4: 12-month change in the Consumer Price Index, 2019-22
- Figure 5: Household income, by generation, 2022
- Canada’s immigration policy will benefit beauty growth
- Figure 6: Distribution of foreign-born population by region of birth, 1996-2036*
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- Figure 7: Racial background, by generation, 2022
- Quick overview – the generations
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Competitive Strategies and Market Opportunities
- Self-care and the search for overall wellness
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- Figure 8: Interest in products designed to promote emotional wellbeing, by generation, 2022
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- Figure 9: ‘I care more about my physical health than my appearance’ (% agree), by generation, 2022
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- Figure 10: Loum Beauty Instagram post, 2022
- Figure 11: Be Selfmade.co Instagram post, 2022
- Taboo no more
- Hormonal impacts are being addressed
- Figure 12: I Am Stripes Instagram post, 2022
- Figure 13: Vichy Laboratoires Instagram post, 2022
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- Figure 14: Phasederm Instagram post, 2021
- Figure 15: We Are Faace Instagram post, 2022
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- Figure 16: Get Maude Instagram post, 2022
- Figure 17: Ole Henriksen Instagram post, 2022
- Personal choice with personal grooming
- Figure 18: Billie Instagram post, 2022
- Figure 19: Venus ft. Princess Nokia – It’s Time to Care (For Your Pubic Hair), 2022
- Are Canadians aging gracefully?
- Figure 20: ‘I’m embracing the aging process’ (% agree), by generation, 2022
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- Figure 21: Vichy Laboratoires Instagram post, 2022
- Figure 22: Wendy’s Canada Instagram post, 2022
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- Figure 23: Caire Beauty Instagram post, 2022
- Figure 24: There Is No Magic Number, 2022
- The evolution of beauty needs
- Figure 25: Pantene Instagram post, 2021
- Figure 26: Effaclar Serum – 1st Anti-Acne Resurfacing Serum | La Roche-Posay, 2022
- Beauty with a purpose
- Figure 27: Interest in eco-friendly product features, by generation, 2022
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- Figure 28: ‘I prefer to purchase eco-friendly beauty products’ (% agree), by generation, 2022
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- Figure 29: ‘Beauty brands need to show more diversity’ (% agree), by generation, 2022
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- Figure 30: Introducing The Every Body Campaign, 2022
- Self-care and the search for overall wellness
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Beauty Across Generations: Fast Facts
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Beauty and Personal Care Usage
- Unsurprisingly, beauty usage is driven by women
- Figure 31: Past 12 month BPC category usage, by age and gender, 2022
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- Figure 32: War Paint for Men Instagram post, 2022
- Figure 33: Past 12 month BPC category usage, by race, 2022
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- Figure 34: Past 12 month beauty category usage, by household income, 2022
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- Figure 35: Past 12 month beauty category usage, by work location, 2022
- Unsurprisingly, beauty usage is driven by women
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BPC Shopping Behaviours
- Retailers used for BPC purchases
- Drug stores are by far the most common retailer used for BPC shopping
- Figure 36: Retailers used in the past 12 month for BPC purchases, 2022
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- Figure 37: Retailers used in the past 12 month for BPC purchases, men vs women, 2022
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- Figure 38: Retailers used in the past 12 month for BPC purchases, by age, 2022
- The prevalence of online shopping
- Figure 39: Online vs in-person BPC shopping, 2022
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- Figure 40: Online vs in-person BPC shopping, men vs women, 2022
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- Figure 41: Online vs in-person BPC shopping, by generation, 2022
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- Figure 42: Online vs in-person BPC shopping, LGBTQ+ vs overall, 2022
- Retailers used for BPC purchases
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Beauty Routine Frequency
- Consumers are regularly incorporating hygiene-related steps into their routines
- Figure 43: Frequency of beauty and personal care routine behaviours, 2022
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- Figure 44: Frequency of net beauty and personal care routine behaviours, men vs women, 2022
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- Figure 45: Beauty and personal care routine frequency (any usage net), by age and gender, 2022
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- Figure 46: Beauty and personal care routine frequency (any usage net), Asians vs overall, 2022
- Consumers are regularly incorporating hygiene-related steps into their routines
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Gathering Beauty Product Information
- Consumers use a variety of sources to learn about products
- Figure 47: Sources used to learn about beauty products, 2022
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- Figure 48: Sources used to learn about beauty products, men vs women, 2022
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- Figure 49: Sources used to learn about beauty products, 18-44s vs over-45s, 2022
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- Figure 50: Sources used to learn about beauty products, Asians vs overall, 2022
- Consumers use a variety of sources to learn about products
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Generational Beauty Attitudes and Behaviours
- Beauty’s role evolves over time
- Figure 51: Beauty barrier attitudes (% agree), by generation, 2022
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- Figure 52: Beauty routine changes over time (% agree), by generation, 2022
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- Figure 53: Beauty routine behaviours (% agree), by generation, 2022
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- Figure 54: Enjoyment of beauty attitudes (% agree), by generation, 2022
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- Figure 55: Beauty advocacy attitudes (% agree), by generation, 2022
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- Figure 56: Product confusion attitudes (% agree), by generation, 2022
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- Figure 57: Beauty information seeking behaviours (% agree), by generation, 2022
- Beauty’s role evolves over time
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Mintel Trend Drivers
- Abbreviations
- Data sources
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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