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The shift in the direction of wellness was occurring previous to COVID-19 however has been accelerated by pandemic-related stressors. Mintel COVID-19 Tracker knowledge* reveals that 40% of Canadians have elevated the precedence they’re giving to their psychological wellbeing because of the pandemic. Consequently, Canadians are looking for strategies to look after themselves in a holistic manner. A method of attaining that is via magnificence and private self-care. In response to Mintel World Shopper analysis**, 54% of Canadians agree that utilizing magnificence/grooming merchandise makes them be ok with themselves. Moreover, product innovation has a job to play as half (51%) of Canadian beauty shoppers say they are interested in using products with mood-boosting fragrances***.
Regardless of all of this, nonetheless, as there have been fewer locations to go and other people to see, magnificence and private care (BPC) customers are utilizing fewer merchandise: almost a 3rd (32%) of BPC customers say they’re utilizing fewer magnificence/private care merchandise in comparison with a yr in the past****. What’s extra, almost two in 5 (37%) are deprioritizing spending on magnificence merchandise because of the pandemic.
Meghan Ross, Senior House & Magnificence Analyst at Mintel says:
“Psychological well being points amongst Canadian customers have been prevalent throughout the pandemic, as three in five (61%) Canadians say they have experienced a mental health condition in the past 12 months*****. This means a robust want for options that deal with the difficulties customers are more and more dealing with and presents alternatives for magnificence manufacturers. The connection between trying good and feeling good is one which magnificence manufacturers have been making for fairly a while however ought to emphasize now given the present local weather. Manufacturers that may authentically ‘grant’ Canadians permission to find time for themselves and carry out self-care magnificence rituals might be effectively obtained.
“Nonetheless, with many Canadians staying dwelling, magnificence expectations have been lowered and a extra informal strategy to ‘trying good’ has been adopted by many. In an effort to fight this, manufacturers ought to remind customers that taking good care of their pores and skin, hair, and make-up will not be solely about one’s bodily look, however may have constructive impacts on shallowness and psychological well being.”
Shoppers looking for greener, safer options and can pay a premium
In response to Mintel analysis, 29% of Canadian beauty shoppers prefer to purchase clean beauty products and 34% say they might be keen to spend extra on a magnificence or grooming product that’s environmentally pleasant. Equally, 34% of magnificence customers declare to be extra more likely to make purchases from manufacturers/retailers that they know are environmentally accountable.
With three-quarters (76%**) of Canadians overall saying they try to act in a way that is not harmful to the environment, demand for wholesome and protected merchandise for each the top consumer and the atmosphere is increasing.
“The need to make educated and moral buy choices means customers are elevating their expectations for manufacturers in terms of clear ingredient sourcing and labelling, and environmentally-friendly packaging. With info simply accessible on-line, customers are approaching their BPC merchandise with a better understanding of how their purchases are impacting their well being and the well being of the planet. Nonetheless, this want will not be robust sufficient to beat different motivations like comfort and budgets for a lot of Canadians, so manufacturers might want to make these greener choices accessible and easy to ensure that them to be extra extensively adopted,” continued Ross.
Males are embracing the worth of self-care
Lastly, in keeping with Mintel World Shopper analysis**, 46% of Canadians agree that it is crucial for males to make use of magnificence/grooming merchandise each day. That is very true for youthful males who’re extra probably than older males to embrace magnificence and private care and incorporate merchandise into their routines: 36% of men aged 18-34 have purchased facial skincare products in the past year****** compared to 16% of men aged 55+; 27% of 18-34s purchased fragrances (eg perfume, body spray) compared to 15% of those 55+; 14% bought hair colour (eg hair dye, root touch-up) compared to 6%; and 13% bought make-up (eg foundation, mascara) compared to 2%.
Since most males have much less expertise than girls with magnificence and private care classes, there’s alternative for manufacturers to assist information male customers alongside the private care journey with easy-to-use, simple services and products.
“Gender stereotypes are softening and ‘guidelines’ round what is appropriate for males in terms of magnificence behaviours are dissolving. Self-care has develop into mainstream for all Canadians, together with males. This shift brings excellent news for the wonder trade since elevated openness to self-care amongst male customers supplies a better alternative for magnificence manufacturers to satisfy these new and rising market wishes,” concluded Ross.
*September 17-27, 2020
***17% of Canadian magnificence customers who’ve used magnificence merchandise with mood-boosting fragrances and would use once more and 34% who haven’t used, however are all in favour of making an attempt.
****Sept. 2019 v Sept. 2020
******12 months main as much as Feb. 2021