The skincare and personal care industries continue to be impacted by the ongoing coronavirus pandemic.
But, despite the continual ups and downs of 2020, experts predict three major, consumer-driven trends that have emerged during the 2020 pandemic will carry onward into the future.
The key three consumer-driven trends that are here to stay? A desire for products that offer personal hygiene and sanitization, an expanded definition of sustainability, and a boosted demand for science-backed formulations.
Clean reigns supreme
As consumers attempt to protect themselves from the novel coronavirus, ward off germs, and stay healthy, the demand for products that deliver personal hygiene and sanitization will remain high in 2020 and beyond.
Products classified as “rescue” by the Kline Group, like hand sanitizers and liquid soaps, are projected to see a boost in consumer purchasing this year and next, as public health officials continue to emphasize the importance of hand washing and sanitization to stay safe.
Additionally, “need-to-have” personal care items that help maintain personal cleanliness, like body soap, shampoo, and deodorant, are also predicted to maintain steady sales, as consumers aim to protect their physical health and well-being.
In the future, as health, wellness, and personal sanitization remain at the top of consumers’ minds, products that can promote hygiene, whether for the facial skin, the scalp, or the body, will reign supreme.
New definitions of sustainability
Additionally, the demand for transparency around the production of personal care and skincare products is now more important than ever to consumers, and will alter definitions of sustainability in the future.
“The factors that were driving sustainability pre-pandemic are still present, but now sustainability is shifting so that purpose is the key part of corporate strategy…Sustainability will evolve in importance for beauty players while putting people over profit will rank high among consumers’ expectations for the beauty industry. Brands will be expected to display greater transparency across their entire supply chain, as consumers prioritize credentials such as safety, transparency and ethical sourcing,” according to Euromonitor International’s Market Research Blog.
While the conversation surrounding “sustainable” formulations was previously centered on natural ingredient claims, eco-friendliness, and wellness, the new definition of sustainability will now expand to include treatment of employees, ethical ingredient sourcing, and safety and hygiene practices during manufacturing.
In short? Moving ahead, experts expect consumers will continue to demandeven more transparency about an item’s production, on every level.
Science first!
Finally, thanks to the coronavirus outbreak, consumers are deeply concerned about the efficacy and safety of their personal care products. Now, consumers most want to purchase skincare and personal care products backed by scientific research, not marketing claims.
“Consumer trust has come into focus with many finding science to be the answer, as it provides clear-cut information and reassurance where it has been lacking,” according to Sarah Jindal, Senior Innovation and Insights Analyst, Beauty & Personal Care at Mintel.
Consumers are demanding skincare and personal care products backed by scientific research
For formulators, this return to science is great news and a welcome trend.
In the future, brands that can offer time-tested, thoroughly researched, and scientifically based personal care and skincare products that deliver results, not promises, will build consumer trust and see boosted purchasing.
Looking ahead
The future of the skincare and personal care industries will continue to shape and shift, along with the constantly changing landscape of the novel coronavirus pandemic.
But, despite the uncertainty, these three key consumer-driven trends sprung from the pandemic are likely to stick around well beyond 2020. Each of them presents an opportunity for product planners and formulators to grow their business by showing they’re listening to what really consumers want.
