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Beauty and Personal Care in the US- Product Image
Beauty and Personal Care in the US- Product Image
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Beauty and Personal Care in the US

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    Report

  • 154 Pages
  • May 2024
  • Region: United States
  • Euromonitor International
  • ID: 2622168
Description Jump to:
In 2023, beauty and personal care in the US posted high single-digit current value growth for the second year in a row, with an improving volume performance. It is a dynamic and fast-growing industry that continues to evolve along with changing consumer preferences and trends.

The Beauty and Personal Care in USA report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Beauty and Personal Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Beauty and personal care in 2023: The big picture
  • 2023 key trends
  • Competitive landscape
  • Retailing developments
  • What next for beauty and personal care?
MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN THE USKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Demand for dermocosmetics is on rise, with safety and affordability being key
  • Skinification prevalent in mass brands across various product categories
  • Key strategy for health and personal care stores and hypermarkets is bringing in new brands to solidify consumer loyalty
PROSPECTS AND OPPORTUNITIES
  • Strong potential to meet premiumisation and affordability demands in beauty
  • Manufacturers and retailers are enthusiastically adopting sustainable practices to promote environmental responsibility
  • Consumer demand for dupes to help drive momentum for mass brands
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028
PREMIUM BEAUTY AND PERSONAL CARE IN THE USKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Premium beauty faces pressure from mass and masstige brands in 2023 amidst the rise of dupe culture
  • Luxury players continue deepening their penetration in US beauty and personal care
  • A growing number of retailers are eyeing opportunities in beauty and personal care, creating both challenges and opportunities for premium players
PROSPECTS AND OPPORTUNITIES
  • With both mass and premium innovations expected, premium players will benefit from focusing on premium features for which consumers are willing to pay extra
  • Premium players should explore strategies to help consumers overcome affordability concerns
  • Premium personal care expected to continue witnessing growth opportunities, fuelled by ingredient-oriented purchasing habits
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
BABY AND CHILD-SPECIFIC PRODUCTS IN THE USKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Baby and child-specific products witnesses value growth in 2023, with the highlight being baby and child-specific sun care
  • Brands leverage claims to attract parents increasingly conscious of product safety and efficacy
  • Addressing the needs of melanin-rich skin with specialised products
PROSPECTS AND OPPORTUNITIES
  • Premiumisation will help boost value growth
  • Gen Alpha’s obsession with skin care set to drive growth for baby and child-specific skin care
  • Sustainability claims to gain further momentum in baby and child-specific products
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
BATH AND SHOWER IN THE USKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Price increases benefit value sales, while inconsistent volume growth is seen across categories
  • Skin-focused trends attract new players to body wash/shower gel
  • The “everything shower” expands product use and premiumisation
PROSPECTS AND OPPORTUNITIES
  • Beauty players see the potential of bath and shower products in their portfolios
  • Sustainability trends driven by environmental packaging efforts
  • Menopausal health acts as an opportunity across bath and shower categories
CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2018-2023
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
COLOUR COSMETICS IN THE USKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Lip products continues driving sales momentum in 2023, but rising value hacking behaviour, like dupe culture, narrows the growth gap between mass and premium
  • Facial make-up sees a boom as players adapt to consumers’ skinification demands
  • Skin care and colour cosmetics hybridisation is the new standard, with expectations that products will address consumers’ skin sensitivities
PROSPECTS AND OPPORTUNITIES
  • Expansion of beauty assortments at retailers such as Target and Walmart to support the growth of colour cosmetics in the forecast period
  • New premium and luxury entrants expected, although price sensitivity will present challenges to overcome
  • Skin care considerations will be increasingly sought out in colour cosmetics, opening the door for competition from skin care
CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
  • Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
  • Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
DEODORANTS IN THE USKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Double-digit value growth momentum
  • Renaissance in deodorants through premiumisation
  • Increased range of deodorants suited for different consumer demographics leads to new opportunities
PROSPECTS AND OPPORTUNITIES
  • Whole-body deodorant expected to gain traction
  • Deodorant as a scent expression in fragrance matching
  • Format champion: Popularity of serum roll-ons expected to increase
CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2018-2023
  • Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
  • Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
  • Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
  • Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
DEPILATORIES IN THE USKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Volume recovery despite slowing value growth
  • Brands attempt to rejuvenate hair removers/bleaches
  • The “everything shower” could spark growth opportunities for depilatories brands
PROSPECTS AND OPPORTUNITIES
  • Shaving-led body care products with hybrid benefits expected to premiumise
  • Opportunity for innovation outside the category from players in razors and blades
  • Segmented hair removal choices for consumers could inspire intra-category innovation
CATEGORY DATA
  • Table 63 Sales of Depilatories by Category: Value 2018-2023
  • Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
  • Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
  • Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
  • Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
  • Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
  • Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
FRAGRANCES IN THE USKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Resilience of premium fragrances continues in 2023, supported by consumers’ frequent usage
  • Consumers explore value hacks as they look for more affordable ways to engage with fragrances...
  • ...although value hacking behaviour is not substantial enough to uplift mass fragrances
PROSPECTS AND OPPORTUNITIES
  • More cautious fragrance consumers are expected in the forecast period as beauty budgets are pressured
  • Players in premium fragrances have opportunities to tap into discovery-driven purchase motivations by focusing on delivering a luxury experience
  • As wellness and skin health are top-of-mind for beauty consumers, more innovation is expected in line with skinification or clean beauty motivations
CATEGORY DATA
  • Table 70 Sales of Fragrances by Category: Value 2018-2023
  • Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
  • Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
  • Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
  • Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
  • Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
  • Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
  • Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
HAIR CARE IN THE USKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Mitigating inflation and appetite for value-focused premiumisation shape performance of hair care
  • Hair relaxant lawsuits reinforce desire for clean formulations
  • Bond-focused interest draws innovation from mass players
PROSPECTS AND OPPORTUNITIES
  • Beauty specialists see the potential in hair care
  • Acquisition activity drives portfolios forward, while players re-evaluate legacy lines
  • Technological investments aim for diversified opportunities
CATEGORY DATA
  • Table 78 Sales of Hair Care by Category: Value 2018-2023
  • Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
  • Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
  • Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
  • Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
  • Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
  • Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
  • Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
  • Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
  • Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
  • Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
  • Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
  • Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
MEN'S GROOMING IN THE USKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Improving volume performances across men’s shaving, hair care, and deodorants
  • Continued interest amongst male celebrities in brand-building within the men’s grooming space
  • Influencer and celebrity marketing remains a strategic priority to elevate brand awareness
PROSPECTS AND OPPORTUNITIES
  • Men’s skin care and hair care expected to premiumise through ingredient innovation
  • Blurring wellness: Ingestible beauty for men
  • Deodorants diversification: Product variety reflects changing consumer needs
CATEGORY DATA
  • Table 122 Sales of Men’s Grooming by Category: Value 2018-2023
  • Table 123 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
  • Table 124 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
  • Table 125 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
  • Table 126 NBO Company Shares of Men’s Grooming: % Value 2019-2023
  • Table 127 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
  • Table 128 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
  • Table 129 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
  • Table 130 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028
ORAL CARE IN THE USKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Performance driven by rippling inflationary environment and post-pandemic interest in oral health
  • Electric toothbrushes leads growth due to efficacy and innovation
  • Beauty formats bring variety to whitening innovation
PROSPECTS AND OPPORTUNITIES
  • Oral care tools act as an opportunity for adjacent diversification
  • Investment in young consumers creates early habits and brand awareness
  • Clean oral care supports the consumer desire for “better for you” products
CATEGORY DATA
  • Table 91 Sales of Oral Care by Category: Value 2018-2023
  • Table 92 Sales of Oral Care by Category: % Value Growth 2018-2023
  • Table 93 Sales of Toothbrushes by Category: Value 2018-2023
  • Table 94 Sales of Toothbrushes by Category: % Value Growth 2018-2023
  • Table 95 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
  • Table 96 NBO Company Shares of Oral Care: % Value 2019-2023
  • Table 97 LBN Brand Shares of Oral Care: % Value 2020-2023
  • Table 98 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
  • Table 99 LBN Brand Shares of Toothpaste: % Value 2020-2023
  • Table 100 Forecast Sales of Oral Care by Category: Value 2023-2028
  • Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
  • Table 102 Forecast Sales of Toothbrushes by Category: Value 2023-2028
  • Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
SKIN CARE IN THE USKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Dermocosmetics continues driving skin care in 2023, with affordability and expert backing being key
  • Convenience reigns supreme in the retail landscape as grocery retailers and Amazon expand their skin care footprint
  • Ingredient-led beauty witnesses consumers searching for gentler options suitable for sensitive skin concerns
PROSPECTS AND OPPORTUNITIES
  • A more proactive approach to skin care will support growth in the forecast period, with expectations of a more targeted approach to skin concerns
  • Make-up considerations will become increasingly important in new skin care product developments
  • International beauty brands should take note of consumers’ quest for gentle yet effective skin care products
CATEGORY DATA
  • Table 104 Sales of Skin Care by Category: Value 2018-2023
  • Table 105 Sales of Skin Care by Category: % Value Growth 2018-2023
  • Table 106 NBO Company Shares of Skin Care: % Value 2019-2023
  • Table 107 LBN Brand Shares of Skin Care: % Value 2020-2023
  • Table 108 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
  • Table 109 LBN Brand Shares of Anti-agers: % Value 2020-2023
  • Table 110 LBN Brand Shares of Firming Body Care: % Value 2020-2023
  • Table 111 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
  • Table 112 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
  • Table 113 Forecast Sales of Skin Care by Category: Value 2023-2028
  • Table 114 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
SUN CARE IN THE USKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Evolving landscape of sun care leads to double-digit value growth in 2023
  • Mineral-based sun protection products are becoming increasingly popular in sun care
  • Rise in demand for organic and vegan self-tanning products
PROSPECTS AND OPPORTUNITIES
  • The rise of skinification presents new avenues for brands to expand their offerings and explore new product categories
  • Growing emphasis on sustainability and safety considerations presents new opportunities for product development and growth
  • New sun protection ingredients to revolutionise sun care
CATEGORY DATA
  • Table 115 Sales of Sun Care by Category: Value 2018-2023
  • Table 116 Sales of Sun Care by Category: % Value Growth 2018-2023
  • Table 117 NBO Company Shares of Sun Care: % Value 2019-2023
  • Table 118 LBN Brand Shares of Sun Care: % Value 2020-2023
  • Table 119 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
  • Table 120 Forecast Sales of Sun Care by Category: Value 2023-2028
  • Table 121 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028

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