Wellness, value, technology and the environment: experts on what consumers want and why, Mintel has published four key consumer trends that will influence the global beauty and skincare sector in 2021:
- A beautiful spirit: during these uncertain times, brands have the opportunity to participate in building routines by using products that capitalize on protection, value and the rebuilding of trusting relationships.
- Beauty re-evaluated: in a context of reduced spending, use will be conditioned by the product's functionality and purpose. Value will be measured in terms of quality, convenience and impact, rather than price.
- Distribution channels, drivers of change: thanks to solid e-commerce strategies, brands will gain points through an omnichannel approach capable of pushing boundaries, engaging all the senses and offering new digital experiences.
- On the road to green beauty! In a context of coming out of confinement, consumers are preparing to re-evaluate their priorities by giving greater importance to ecological and ethical considerations, which will lead to more purchases.
Associate Director, Global Beauty and Personal Care, Andrew McDougall details how these key trends will influence the global beauty and care sector, including manufacturers, companies, brands and consumers.
A beautiful spirit
"In the future, the brands that will bring long-term value to consumers will be those that succeed in demonstrating the link between beauty routines and methods of combating stress and anxiety, and that bring normalcy to these uncertain times. The dissemination of strict safety guidelines will help to inspire confidence and attract new customers eager to return to the stores in complete safety. Through the use of external experts, strategies will need to educate consumers about the holistic approach to wellness and health, and the interconnection between mind and body, while validating the principles."
Beauty re-evaluated
"Experiences will be valued more than the product itself as consumers massively re-evaluate the products essential to their survival. Brands wishing to encourage their customers to consume premium products will be forced to redefine the notion of value, beyond cost, based not only on purchasing impact, but also on the notion of comfort and quality. Flexitarian behaviors will gain momentum, as a result of increased consumption trends across all product ranges. To reduce customer acquisition costs and increase life-cycle value, we need to listen clearly and unambiguously to the real expectations of our customer groups".
Distribution channels as drivers of change
"Over the next twelve months, loyalty and customer lifecycle value will rely on many sophisticated digitalized touchpoints focused on the need to capture everyone's lifestyles. Retailers' strategies will be developed with a view to directing consumption towards authentic branded sites, and challenging large marketplaces that have yet to demonstrate the transparency of their supply chain. With the help of trained and trusted staff, the professional sector will be harnessed and used as part of a true multi-channel strategy to deliver a better beauty experience."
On the road to green beauty!
"Brands will continue to collaborate and support local businesses through an authentic, long-term strategy that responds to changing consumer trends oriented less towards price and more towards local shops. Creating the next evolution of the "clean" trend will involve marrying ethics and safety to meet the expectations of beauty buyers who are respectful and careful not to take ill-considered risks. As consumers move in and out of big cities and small towns, the products and services they have access to will evolve in line with their priorities. Investing in various touch points will ensure optimal product discovery and encourage repeat purchases."
Jane Henderson, Global President, Mintel Beauty & Personal Care, concludes:
"As experts in what consumers want and why, Mintel Beauty and Personal Care is uniquely placed to predict future consumer behavior. For over ten years now, we have been accurately forecasting the consumer and market trends that have shaped the global beauty and personal care industry. Thanks to our knowledge, calendars and recommendations, over 3,000 brands have developed winning strategies. We richly deserve our long-standing reputation. And even today, we continue to stay one step ahead."
