Quality over quantity: The pandemic has shifted beauty habits, found Kantar

In their report, ‘On Trend: The evolving beauty client’, Kantar analysed the acquisition habits of greater than 300,000 particular person and households in 20 international locations [1] and ladies’s each day utilization habits throughout seven main economies [2] to grasp the affect of two years of coronavirus lockdowns, shifting priorities, and the continuation of the earn a living from home tradition.
Decrease in the usage of cosmetics
The knowledge collected by Kantar exhibits a hanging lower within the weekly use of cosmetics in each market, with weekly utilization down a median of 28% in contrast with pre-pandemic ranges and down 31% in contrast with 5 years in the past, as girls select less complicated routines. The pattern is especially obvious amongst European beauty shoppers who’ve considerably lower their use of face and lip make-up, year-on-year.
The examine additionally identifies that extra buyers are choosing fewer, larger high quality utilization events. The focus is now on fewer, long-lasting beauty merchandise that may be utilized shortly.
Actually, in line with Kantar, the rise in premium beauty product utilization together with a surge in demand for pure beauty merchandise, which moved from, on common, 18% of gross sales in 2017 to 24% of gross sales in 2021, helped the market get better to pre-pandemic ranges of income.
The hair care market is on the expansion
Through the pandemic interval, the proportion of ladies selecting to put on their hair longer grew from, on common, 58% of ladies in 2017 to 62% in 2021. Simultaneously, girls selected to scrub their hair much less ceaselessly, down nearly 10% over 5 years to 2.8 occasions per week on common.
Illustrating the premiumisation pattern, regardless of falling utilization, hair conditioners and coverings grew in gross sales worth, producing 5% development in 2020 (in comparison with 2019), and seven% development in 2021 (in comparison with 2020).
The premiumisation pattern has been spearheaded by necessities for particular haircare options to assist promote development. For occasion, merchandise concentrating on particular hair situations together with hair loss and dandruff have grown 5 occasions sooner than the general shampoo market charge.
The shift to environmental consciousness
Another underlying pattern famous by Kantar is the rising consciousness of shoppers of beauty merchandise concerning sustainability and questions of safety.
Hence, face and physique merchandise comprised of naturally produced substances represented 24% of gross sales in 2021, in comparison with 18% of gross sales in 2017. The largest improve is in France, the place the shift was from 23% of shoppers in 2019 to 32% in 2021.
Environmentally acutely aware shoppers are additionally keen to pay further for sustainable and pure merchandise, additionally highlighted Kantar. Eco-active households spend greater than the common family on beauty merchandise, with French Eco-Active households spending 5% extra on beauty merchandise per purchasing journey.
“Though shoppers are searching for less complicated routines and a ‘pure’ look, this doesn’t imply they may immediately transfer away from beauty merchandise. Consumers will binge on numerous merchandise that reply to their altering calls for,” mentioned Ashley Kang, Global Beauty Director of Kantar.
In the skincare class, shoppers will proceed to deal with ‘sustainable’, ‘pure’ and ‘derma’ merchandise. Furthermore, with rising variety of females carrying hair lengthy, hair and scalp therapies symbolize a development main alternative.


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