What you need to know

Despite the high market penetration of personal care products, there are opportunities for growth. While consumers are price sensitive when shopping, factors that influence consumer purchases including scent and product functionality could increase spend. To entice consumers to trade up to more expensive products, financial incentives that minimize risk, such as samples or coupons, are most convincing.


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 (see Mintel’s The Beauty Consumer – US, March 2016) such as:

  • Color cosmetics

  • Fragrances

  • Nail color and care

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

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