Table of Contents
Overview
-
- What you need to know
- Definition
Executive Summary
-
- The issues
- Women aren’t sold on natural ingredients
-
- Figure 1: Select attitudes toward ingredients, July 2018
- Younger consumers driving ingredient fear – regardless of evidence
-
- Figure 2: Select attributes associated with mainstream ingredients – Something I avoid, by age, July 2018
- Consumers are driven by efficacy over ingredients
-
- Figure 3: Select behaviors toward ingredients, July 2018
- The opportunities
- Make ingredient research easier for all ages
-
- Figure 4: Select resources for learning about ingredients, by age, July 2018
- Collagen is the hero ingredient leading the way in ingredient education
- Women closely associate natural ingredients with healthy
-
- Figure 5: Correspondence analysis – Principal map – Natural ingredient perceptions, July 2018
- What it means
The Market – What You Need to Know
-
- Established categories lead in share, developing segments lead growth
- Female beauty spend impacted by salon services
- Beauty from within resonates with all ages
Market Breakdown
-
- Most spending in color cosmetics and haircare
-
- Figure 6: Share of sales in beauty market, by segment, 2018 (est)
- Highest growth comes from results-driven category
-
- Figure 7: Percent change in beauty sales, by segment, 2018 (est)
Market Perspective
-
- Beauty purchases increased from 2017-18
-
- Figure 8: Personal care purchases (skin, hair. makeup) – Bought in the last 3 months, Spring 2016-18
Market Factors
-
- Vitamin and supplement trends influence ingredient trends in beauty
-
- Figure 9: Usage of beauty supplements, females by age, June 2018
- Larger mature population will shift brand focus
-
- Figure 10: Female population by age, 2013-23
Key Players – What You Need to Know
-
- For easy to understand “hero” ingredients, look to supplements
- Brands with a conscience will continue to thrive
What’s Working?
-
- Collagen illustrates the multiplicity of ingestible ingredients in beauty
-
- Figure 11: Interest in beauty-related supplements, June 2018
-
- Figure 12: Year over year growth of beauty product launches using hydrolyzed collagen, by category, 2015-18*
- Ingredient-focused brands will continue to grow
What’s Next?
-
- Cruelty free brands are gaining more traction
-
- Figure 13: Share of beauty products making an ethical – Animal claim in the US, 2014-18*
- Clean beauty will go beyond ingredient safety
The Consumer – What You Need to Know
-
- Women feel that natural ingredients are safer, which may be driven by ingredient confusion
- Packaging is the leading source of ingredient information for women
- Mainstream ingredients use an established history to their advantage
- Black women key market for natural ingredients
- Women want beauty products that deliver on benefits
- Focusing on both ingredients and experiences hit a high note
Attitudes toward Ingredients
-
- Women want brands to be clearer about ingredient practices
- Women agree that natural ingredients are safer
-
- Figure 14: Attitudes toward ingredients, July 2018
- Age plays a role in ingredient perceptions
-
- Figure 15: Attitudes toward ingredients, by age, July 2018
- Black women drive interest in natural
-
- Figure 16: Attitudes toward ingredients, by race and Hispanic origin, July 2018
Resources for Learning about Ingredients
-
- More than half of women rely on product packaging for knowledge
-
- Figure 17: Resources for learning about ingredients, July 2018
- Mature women rely on product packaging, younger go social
-
- Figure 18: Resources for learning about ingredients, by age, July 2018
- Black women trust ads over experts
-
- Figure 19: Resources for learning about ingredients, by race and Hispanic origin, July 2018
- Women use multiple sources for research
-
- Figure 20: Resources for learning about ingredients, repertoire analysis, July 2018
Attributes Associated with Mainstream Ingredients
-
- Health and efficacy influence mainstream ingredient understanding
-
- Figure 21: Attributes associated with mainstream ingredients, July 2018
- Established mainstream ingredients attributed with efficacy
-
- Figure 22: Correspondence analysis – Principal map – Mainstream ingredient perceptions, July 2018
- Methodology
- Age determines the ingredients women look for
-
- Figure 23: Select attributes associated with mainstream ingredients – Something I look for, by age, July 2018
- Younger women driving ingredient fear
-
- Figure 24: Select attributes associated with mainstream ingredients – Something I avoid, by age, July 2018
- Black women gravitate towards brightening ingredients
-
- Figure 25: Select attributes associated with mainstream ingredients – Something I look for, by race and Hispanic origin, July 2018
Attributes Associated with Natural Ingredients
-
- Natural ingredients are perceived as healthy
-
- Figure 26: Attributes associated with natural ingredients, July 2018
- Natural seen as healthy, but some may not understand ingredient function
-
- Figure 27: Correspondence analysis – Principal map – Natural ingredient perceptions, July 2018
- Methodology
- 18-44-year-olds drive interest in natural ingredients
-
- Figure 28: Attributes associated with natural ingredients, something I look for, by age, July 2018
- Black women are a key market for natural
-
- Figure 29: Attributes associated with natural ingredients, something I look for, by race and Hispanic origin, July 2018
Behaviors toward Ingredients
-
- One third of consumers use a mix of natural and mainstream
-
- Figure 30: Behaviors toward ingredients, July 2018
- Women choose products with recognizable ingredients, but for different reasons
-
- Figure 31: Behaviors toward ingredients, by age, July 2018
- Black women prioritize ingredient research
-
- Figure 32: Behaviors toward ingredients, by race and Hispanic origin, July 2018
Purchase Influencers
-
- Women prioritize benefits over ingredients
-
- Figure 33: Purchase influencers, July 2018
- Life stage determines interest in benefits
-
- Figure 34: Purchase influencers, by age, July 2018
- Scent is an important purchase influencer among Black women
-
- Figure 35: Purchase influencers, by race and Hispanic origin, July 2018
- Women want a balance of effective and natural
-
- Figure 36: TURF analysis – Beauty benefits, June 2018
- Methodology
Appendix – Data Sources and Abbreviations
-
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Back to top