As the pandemic advances, the skincare and personal care industry continues to be rocked by waves of change, including shifts in consumer desires and purchasing habits.
Looking to the future, there are three major trends likely to lead the next iteration of beauty, moving ahead. The key three? Products with antibacterial claims, formulations featuring immunity boosting ingredients, and increased demand for efficacy from products, above all else.
Antibacterial claims
With the unprecedented outbreak of the novel coronavirus, the desire and need for antibacterial products and sanitizers is at an all-time high. However, experts predict the consumer desire for these products will not decline in the future, but rather be continually embraced as part of a “new normal.”
“A near-term spike in demand and longer-term concerns about health and safety are reshaping the array of products most relevant to consumers. These include antibacterial/-viral washes and sanitizers…This could be a boon for preservation technologies, hygiene-oriented ingredients, synthetic materials and more,” according to Global Cosmetics Industry.
This increased demand for antibacterial products also points to boosted purchasing of single-use products, like antibacterial hand wipes and body wipes, which appeal to hygiene-minded consumers.
Additionally, the desire for more “touchless” packaging is likely to spike, as consumers are now more leery than ever of the spread of bacteria and germs via hand-application of formulations.
Immunity boosters
Another oncoming big claim for skincare and personal care? Immunity-boosting skincare and personal care products. Since the global pandemic began, online searches for vitamins that can boost the immune system and ward against sickness have spiked.
According to data from Kline & Company, in the United States online searches for these immunity-boosting ingredients all shot up:
- Elderberry: went up 52.4% since last year
- Vitamin C: went up 25% since last year
- Echinacea: went up 13.1% since last year
- Zinc: went up 7.7% since last year
Experts predict this heightened interest in vitamins, minerals, and natural fruits and vegetables that support immunity will also trickle down into skincare and personal products.
“Preventive health care products, like immunity, are trending higher than symptomatic products, as consumers look first to prevent illness,” explains IRI data.
With decades of scientific research already supporting the many skin-beneficial properties of vitamins like vitamin C and zinc, the movement to spotlight these health-supporting ingredients in formulations seems both imminent and natural.
Efficacy trumps all
Before the virus outbreak, consumers displayed heightened interest in formulations featuring natural, organic, vegan, clean, green, and ethical claims.
But now, many experts predict consumers will prioritize efficacy above any other claim, and be less wary of synthetic ingredients, artificial ingredients, and preservatives.
“The novel coronavirus will further push the notion that natural isn’t always better, especially when it comes to ingredient safety and shelf life. The future of clean ingredient formulations will rely on safe synthetic ingredients, which may improve shelf life,” according to Global Cosmetics Industry.
Interestingly, as this boosted demand for safety and efficacy is projected, the global natural cosmetics market is also predicted to reach a value of $48.04 billion USD by 2025, according to a report published by Grand View Research.
These two trends point toward a hybrid future, where consumers seek out the best of both worlds: products with natural claims and those that sport top efficiency.
Post-pandemic skincare
As the global pandemic continues to create seismic shifts in the beauty industry, consumers will continue to seek out skincare, hair care, and personal care items that make them look and feel their best.
Moving ahead, the products they’re looking for are likely to include ones that can trumpet the trendy yet timeless claims of antibacterial protection, immunity-boosting, and efficacy.
