Market Trends of United States Beauty And Personal Care Products Industry
Growing Inclination Toward Organic, Natural, and Cruelty-Free Products
The beauty and personal care products market witnessed an increasing demand for natural and organic products due to the rise in consumer awareness about the harmful effects of certain compounds, such as paraben and aluminum compounds in skincare and hair care products and deodorants. A high percentage of consumers choose one brand over others based on its natural formulation. This has enhanced the demand for safe, natural, and organic products in recent times. An increase in oral health problems like tooth decay, premature demineralization, bad breath, and other problems is increasing in the United States. Owing to this, the demand for natural ingredients is evident in the market. Thus, most companies are launching products with nature-inspired ingredients, such as plant-inspired and premium botanical ingredients, coupled with multi-functional properties. Similarly, consumers in the market tend to prefer products with the label "cruelty-free," denoting that animals are not harmed in testing such products. Moreover, major players are working towards preparing vegan and plant-based products. For instance, in February 2021, Plus Ultra, a United States-based oral care company, launched Natural Toothpaste. The toothpaste is made with aloe vera, bamboo extract, glycerin, peppermint flavor, rosemary extract, and other natural ingredients. It also contains no BPA, SLS, parabens, neurotoxins, artificial flavors, or dyes.
Surge in Spending Over Beauty and Personal Care Products
Consumer spending on cosmetics and other personal care products has witnessed a rise. Due to the increase in advertising and promotional activities, consumers in the United States are purchasing these cosmetics. Furthermore, advertising is frequently targeted at a specific age group, such as adolescents or aging women, to influence and target specific population groups. Due to frequent product innovation on the market, consumers are being introduced to new types of products and are trying them out. Consumers generally want to ensure that they buy products that suit their skin or hair type, and thus, product trials are important in the cosmetics market. Thus, companies such as Avon and Estee Lauder have been increasing their marketing expenditures toward such activities in recent years. Men are also taking care of their skin these days due to increased pollution and consciousness. Therefore, market players are manufacturing products for men as well. For instance, in April 2022, Beiersdorf AG's brand Nivea Men launched a skin-care product called "Climate Care Moisturizer" with an ingredient obtained from recycled carbon dioxide. The product contains 14% ethanol, which is obtained by carbon capture and utilization.
