What you need to know

A mature personal care market benefits from widespread product usage of functional items such as oral care and deodorant, while younger women drive growth of discretionary items including facial skincare. Brands can benefit by focusing on gentle products or natural sounding ingredients, which appeal to consumers amidst concerns over ingredient safety. The market can experience further growth by improving the retailing experience both in-store and online, with consumers expressing a strong interest in in-store experts, kiosks, or mobile apps that help to navigate through the wide variety of personal care offerings.


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, 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 (antiperspirant/deodorant)

  • Oral care

Excluded from the scope of this report are beauty products such as:

  • Color cosmetics

  • Fragrances

  • Nail color and care

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

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