Personal Care Consumer: Incl Impact of COVID-19 - US - July 2020

OVERVIEW
What you need to know 
Key issues covered in this Report
Definition 
EXECUTIVE SUMMARY  
Top takeaways
Market overview 
Figure 1: Consumer spending on personal care, at current prices, 2010-25
Impact of COVID-19 on personal care
Figure 2: Short, medium and long term impact of COVID-19 on personal care, July 2020
Opportunities and challenges&nbsp;&nbsp;
Product usage is driven by more than just basic hygiene needs
Figure 3: Select products purchased and select personal care routines, May 2020
Ease-of-use must be prioritized, but don’t underestimate the power of scent
Figure 4: Select purchase influencers and personal care routine, any rank (net), May 2020
The growing need for self-care presents opportunities
Figure 5: Select personal care routine and behavior amid pandemic, May 2020
Sustainability is at the forefront of young adults’ minds
Figure 6: More loyal to brands/retailers that are environmentally responsible, by age, May 2020
Figure 7: Procter & Gamble’s new packaging for Old Spice and Secret brands and Unilever’s new packaging for Dove
The adoption of synthetic ingredients will speed up due to COVID-19
Personal care routines should also be immunity-boosting
Figure 8: Instagram post about Kaia Naturals’ Turmeric Detox Effervescent Hot Bath
THE MARKET – WHAT YOU NEED TO KNOW
COVID-19 impacts personal care routines, both positively and negatively 
Expect stable sales and bans on plastic; tweakments change product needs
MARKET PERSPECTIVE
COVID-19 impacts personal care routines, both positively and negatively 
Figure 9: Personal care behaviors amid pandemic, May 2020
Economic instability leads some adults to spend less on personal care
Younger adults are spending more time on routines and ingredient research
Figure 10: Instagram posts about DIY beauty hacks
Figure 11: Select personal care behaviors amid pandemic, by age, May 2020
MARKET FACTORS 
Personal care spending is expected to stay afloat amid recession
Figure 12: Consumer spending on personal care, at current prices, 2010-25
Bans on plastic are on the horizon 
COVID-19 is reinforcing the importance of sustainability
Growing popularity of “tweakments” will change BPC product needs
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Hair color, hand products and self-care rituals benefit from lockdown
Adults feel less obligated to shave and wash hair when at home 
Expect more clean, health-boosting claims and greater acceptance of synthetics 
WHAT’S WORKING
Salon closures give at-home hair color a boost
Figure 13: Instagram post from Madison Reed, March 2020
Figure 14: Madison Reed Color Therapy
Increased focus on hand hygiene benefits sanitizer and soap markets
Legacy hand sanitizer brands see gains but face increased competition
Figure 15: Multi-outlet sales of Germ X and Purell hand sanitizers, rolling 52 weeks 2019 and 2020
Figure 16: Instagram posts about new hand sanitizers
Consumers find comfort in personal care rituals    
Figure 17: The Body Shop’s Care Packages
Protective face masks aren’t the only masks adults need in today’s COVID-19 world
Figure 18: Instagram post of Freeman’s Destress Jelly Mask + Cleanser
Figure 19: Instagram posts of Coco & Eve’s Bounce Body Masque and Lavanila’s The Healthy Underarm Detox Mask
Figure 20: Instagram posts of hand masks
WHAT’S STRUGGLING
Lockdown leads to longer purchase cycles for haircare market
Adults take an even more relaxed approach to hair removal in lockdown 
Figure 21: Instagram post with #covidbeard
WHAT’S NEXT
Clean beauty will advance to functional categories 
Figure 22: Instagram posts about Gillette Venus’s Pure Shaving Cream and Surface Deep’s Anti-Odorant
Expect growing acceptance of synthetic natural ingredients 
Who is doing this well
Figure 23: Instagram posts from Syrene
Immunity-boosting personal care products are set to flourish
Figure 24: Instagram posts about immunity-boosting bath products
THE CONSUMER – WHAT YOU NEED TO KNOW 
Usage is driven by more than hygiene; most adults buy in-store 
Ease-of-use must be prioritized, but don’t forget about scent 
Is personal care stealing beauty’s thunder?
Adults will continue to seek “clean” products for safety reasons 
Strong interest levels in innovations indicate opportunities 
PRODUCTS PURCHASED AND CHANNEL USAGE
Usage of products is driven by more than basic hygiene needs 
Figure 25: Instagram posts from Moon
Figure 26: Products purchased, May 2020
Older adults stick to the staples
Eco-minimalism may play a role in younger adults’ lower purchase rates
Figure 27: Products purchased, by age, May 2020
Women drive category growth 
Figure 28: Usage of select personal care products, by gender, May 2020
Product substitution impacts usage among Black adults 
Figure 29: Usage of select personal care products, by race and Hispanic origin, May 2020
Most personal care products are purchased in-store...
Figure 30: Purchase channel, by product type, May 2020
...but shelter-in-place orders have accelerated the adoption of online shopping
Figure 31: Instagram post from Grove Collaborative
Age highlights differences in how consumers shop 
Figure 32: Purchase channel by select product type, by age, May 2020
PURCHASE INFLUENCERS
Ease-of-use must be prioritized, but don’t forget about scent 
Figure 33: Purchase influencers, by rank, May 2020
Figure 34: Instagram post of Coconut Matter’s Mood deodorants
Hierarchy of benefits differs between genders 
Figure 35: Select purchase influencers, any rank (net), by gender, May 2020
Natural claims are key drivers for Black and Hispanic adults
Figure 36: Select purchase influencers, any rank (net), by race and Hispanic origin, May 2020
Figure 37: Instagram posts from BLK + GRN
PERSONAL CARE ROUTINES
Is personal care stealing beauty’s thunder?
Figure 38: Personal care routine, May 2020
Make every day routines more exciting
Figure 39: Olay Body Masks
Figure 40: Leg Mask by Nair
Personal care and self-care continue to become intertwined
There are opportunities to better reach mature, functionally-driven adults 
Figure 41: Select personal care routines, by age, May 2020
Figure 42: Instagram posts from Better Not Younger
Women aren’t the only ones who care about their appearance
Figure 43: Select personal care routines, by gender, May 2020
Figure 44: Every Man Jack Deodorants
SHOPPING BEHAVIORS
Adults will continue to seek “clean” products for safety reasons 
Figure 45: Shopping behaviors, May 2020
Having sustainability strategies is key for reaching young adults 
Figure 46: Select shopping behaviors, by age, May 2020
Figure 47: Instagram post from Dove
Black and Hispanic adults want products they trust to be safe
Figure 48: Look for clean labeled products, by race and Hispanic origin, May 2020
USAGE AND INTEREST IN PRODUCT INNOVATIONS
Strong interest levels in innovations indicate opportunities 
Adults want sustainable solutions
Figure 49: Trial and interest in product innovations, May 2020
Figure 50: Procter & Gamble’s new packaging for Old Spice and Secret deodorant brands
Young adults are interested in gender-neutral products
Figure 51: BiC Made For YOU Razor and Schmidt’s Here+Now Natural Deodorant
Figure 52: Trial and interest in product innovations, any future interest (net), by age, May 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations