What you need to know

When it comes to Mintel’s brand research, the top scorers tend to be household names, based on heritage, widespread availability and marketing power. Colgate and Dove are the most widely-used BPC brands covered by Mintel’s research, for example, and they’re also well-trusted by consumers.

However, much of the activity driving the BPC sector forward is done by smaller brands, which may be going under the radar of all but the most engaged consumers. As technological advancements, experiential store layouts and superior online shopping services become more commonplace amongst the niche players, though, consumers will start to expect the bigger brands to provide similar services. This will put pressure on all brands to help consumers test, design and buy products on their own terms.

Products covered in this Report

Since the beginning of 2015, Mintel has conducted brand research on over 200 brands operating in beauty and personal care markets. As well as consumers’ attitudes towards brands, we investigate how many people have used those brands, how positive their experience of the brand was, and whether they would recommend that brand.

Research is run at a brand level, rather than based on a particular product. So rather than asking specifically about people’s perception of Dove moisturisers or of Lynx deodorants, for example, we ask about their overall perception of the Dove and Lynx brands.

Data in this Report is drawn from fieldwork conducted between January 2015 and November 2017. Many brands have been covered on multiple occasions and, unless otherwise stated, Mintel’s data refers to the most recent wave of research in which a given brand featured. Please refer to the Report Appendix for details of the Reports from which the brand data has been taken.

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