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The COVID-19 pandemic halted years of modest growth in the US beauty and personal care industry, resulting in declines for the first time since 2009, in current terms. Although the industry was optimistic in Q1 2020, steep declines in Q2 and Q3 weighed heavily on 2020 overall performance, resulting in significant loses for many players. While the pandemic dealt a blow to social-facing categories, such as colour cosmetics, unprecedented growth in bath and shower helped offset declines to the over...
Euromonitor International's 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 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 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
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesMASS BEAUTY AND PERSONAL CARE IN THE US
KEY DATA FINDINGS
2020 IMPACT
Mass hygiene categories benefiting from COVID-19 pandemic
Consumers seek out the reliability and trust of established mass brands
Cross-category launches and commitments to clean beauty expand masstige offerings
RECOVERY AND OPPORTUNITIES
E-commerce growth accelerates for mass beauty and personal care
Consumer movement key to certain mass categories
Strong digital engagements needed to achieve a successful omnichannel presence
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025PREMIUM BEAUTY AND PERSONAL CARE IN THE US
KEY DATA FINDINGS
2020 IMPACT
Brunt of premium beauty's losses in 2020 seen in premium colour cosmetics
Personalisation builds momentum in premium hair care
Premium bath and shower stands out in 2020, driven by COVID-19 impact but also clean beauty trends
RECOVERY AND OPPORTUNITIES
Pandemic accelerates beauty tech boom that will impact premium categories
Refillable packaging in premium beauty an avenue for newness, differentiation
Beauty specialist retailers are better poised than department stores to compete against e-commerce in premium beauty
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025BABY AND CHILD-SPECIFIC PRODUCTS IN THE US
KEY DATA FINDINGS
2020 IMPACT
Hygiene-related categories see resilience and growth
Clean beauty becomes the new standard in baby beauty
Brands tap into network of digitally-savvy mothers to promote products online
RECOVERY AND OPPORTUNITIES
Growth of premium compensates for decline of birth rate
Mother and baby categorisation provides opportunity for baby products to enter beauty specialist retailers
Adult beauty brands find opportunities in baby beauty and vice versa
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025BATH AND SHOWER IN THE US
KEY DATA FINDINGS
2020 IMPACT
Preventative health measures result in explosive growth for hygiene products
Hand sanitisers sees rapid expansion of brands
Home seclusion leads to more consumer experimentation with bath additives
RECOVERY AND OPPORTUNITIES
Continued demand for hygiene products likely moving into the forecast period
E-commerce expands in bath and shower
Specialist channels' resurgence following poor year
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2015-2020 Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025COLOUR COSMETICS IN THE US
KEY DATA FINDINGS
2020 IMPACT
Nail products grew in the US for the first time since 2012
Depressed demand for lip products and facial make-up gives way to pricing softness
Expressive eye make-up trends bolster the category less inhibited by mask wearing
RECOVERY AND OPPORTUNITIES
Bright spots in colour cosmetics focus on driving newness
Product hybridity underscores opportunity to reposition colour cosmetics with self-care goals
Clean beauty to be industry standard in both mass and premium colour cosmetics
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025DEODORANTS IN THE US
KEY DATA FINDINGS
2020 IMPACT
Home seclusion during COVID-19 leads to lower demand in deodorants
Demand for deodorants stable among stick and spray formats
Procter & Gamble perseveres in challenging year for deodorants
RECOVERY AND OPPORTUNITIES
Consumer movement key for deodorants in the US
Packaging innovations highlight sustainability initiatives
E-commerce is an expanding channel for deodorants
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2015-2020 Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 57 NBO Company Shares of Deodorants: % Value 2016-2020 Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 59 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 60 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 61 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025DEPILATORIES IN THE US
KEY DATA FINDINGS
2020 IMPACT
Home seclusion in 2020 leads to strong demand in women's hair removal
Depilatory creams see unexpected rise in growth
Strong year for women's razors and blades
RECOVERY AND OPPORTUNITIES
Salon and professional hair removal access will dampen future depilatories growth
Billie acquisition by Procter & Gamble stymied
New depilatory formats could gain traction
CATEGORY DATA
Table 62 Sales of Depilatories by Category: Value 2015-2020 Table 63 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 64 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 65 NBO Company Shares of Depilatories: % Value 2016-2020 Table 66 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 67 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 68 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025FRAGRANCES IN THE US
KEY DATA FINDINGS
2020 IMPACT
Fragrances performance, while still heavily negatively impacted, registered better-than-expected growth as 2020 progressed
Fragrances' limitations to e-commerce path to purchase mitigated by digital content and community
Formulation and packaging changes expected, while personalisation offers potential
RECOVERY AND OPPORTUNITIES
Consumer expectations for fragrances to change for wider usage motivations
Momentum still in unisex fragrances, mainly in premium but to some extent in mass
Future bright spots include mini-packaging and refillables
CATEGORY DATA
Table 69 Sales of Fragrances by Category: Value 2015-2020 Table 70 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 71 NBO Company Shares of Fragrances: % Value 2016-2020 Table 72 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 73 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 74 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 75 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 76 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025HAIR CARE IN THE US
KEY DATA FINDINGS
2020 IMPACT
Customised hair care flourishes as consumers seek personalised hair care advice
Salon closures boost DIY and at-home treatments
Clean beauty enters the salon space
RECOVERY AND OPPORTUNITIES
Continued development and incorporation of beauty tech needed to tap into e-commerce potential
Efficacy to determine standout brands amid increasingly fragmented market
Consumers demand action-driven support and inclusivity
CATEGORY DATA
Table 77 Sales of Hair Care by Category: Value 2015-2020 Table 78 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 79 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 80 NBO Company Shares of Hair Care: % Value 2016-2020 Table 81 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 82 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 83 LBN Brand Shares of Colourants: % Value 2017-2020 Table 84 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 85 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 86 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 87 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 88 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 89 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025MEN'S GROOMING IN THE US
KEY DATA FINDINGS
2020 IMPACT
Home seclusion for male consumers dampens grooming market in 2020
Men's razors and blades' recovery halted by COVID-19
Premium men's grooming encounters a tougher year than mass counterparts
RECOVERY AND OPPORTUNITIES
Social interactions key for men's grooming recovery
Men's skin care expected to continue expanding
E-commerce a key channel moving forward for men's grooming
CATEGORY DATA
Table 90 Sales of Men's Grooming by Category: Value 2015-2020 Table 91 Sales of Men's Grooming by Category: % Value Growth 2015-2020 Table 92 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 93 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 94 NBO Company Shares of Men's Grooming: % Value 2016-2020 Table 95 LBN Brand Shares of Men's Grooming: % Value 2017-2020 Table 96 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 97 Forecast Sales of Men's Grooming by Category: Value 2020-2025 Table 98 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025ORAL CARE IN THE US
KEY DATA FINDINGS
2020 IMPACT
Listerine relies on favourable reputation to gain share
Tooth whiteners register growth as at-home lifestyle allows for experimentation
Colgate-Palmolive reimagines its branding by focusing on simplicity and clean ingredients
RECOVERY AND OPPORTUNITIES
Hygiene-conscious consumers continue to promote oral care as self-care
Wellness positioning opens opportunities in premium oral care
Dental professionals leverage their expertise to launch trendy oral care start-ups
CATEGORY DATA
Table 99 Sales of Oral Care by Category: Value 2015-2020 Table 100 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 101 Sales of Toothbrushes by Category: Value 2015-2020 Table 102 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 103 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 104 NBO Company Shares of Oral Care: % Value 2016-2020 Table 105 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 106 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 107 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 108 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 109 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 110 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 111 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025SKIN CARE IN THE US
KEY DATA FINDINGS
2020 IMPACT
Plant-based and efficacy-driven ingredients continue to dominate US skin care
Efficacy a core part of skin care's resilience
Skin care's ability to affect mental and emotional wellness a key differentiator from other beauty categories
RECOVERY AND OPPORTUNITIES
Skin care momentum lies in products that enhance non-make-up complexions
Staying power of mass and masstige to democratise skin care in the long term
More emphasis expected on streamlined routines and multi-functional skin care
CATEGORY DATA
Table 112 Sales of Skin Care by Category: Value 2015-2020 Table 113 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 114 NBO Company Shares of Skin Care: % Value 2016-2020 Table 115 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 116 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 117 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 118 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 119 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 120 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 121 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 122 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025SUN CARE IN THE US
KEY DATA FINDINGS
2020 IMPACT
Travel restrictions and stay-at-home orders reverse growth in sun protection...
...and spurs demand for self-tanners in order to maintain a sun-kissed look
Increased screen time brings up blue light concerns on the skin
RECOVERY AND OPPORTUNITIES
Sun protection to rebound over the forecast period
COVID-19 accelerates sun care's e-commerce potential
Sun care experimentation provides opportunity to expand into sets and kits
CATEGORY DATA
Table 123 Sales of Sun Care by Category: Value 2015-2020 Table 124 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 125 NBO Company Shares of Sun Care: % Value 2016-2020 Table 126 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 127 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 128 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 129 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025