The consumer is more conscientious with the environment, this buyer prefers to buy hair and personal care products with 100% organic and natural ingredients, according to the latest study by IRI, an expert in Big Data and technology for the consumer is more conscientious with the environment, this buyer prefers to buy hair and personal care products with 100% organic and natural ingredients, according to the latest study by IRI, an expert in Big Data and technology for consumer industries, which exposes market trends in the beauty and personal care category.
Sales had a slight growth of 0.5% in the analyzed markets (United Kingdom, Germany, Spain, France, Italy, and the Netherlands), with respect to the previous year, mainly due to the decrease in sales of the manufacturer's brand and the high discounts presented by the top players.
Despite this moderate increase in Europe, there is a clear concern in the analyzed consumer. Specifically, a 24% growth in sales is detected in the organic and natural beauty market in the United Kingdom, reaching an estimated value of about 84.7 million euros. This means that half of the buyers opt for natural products. As an example of this, sales of coconut as a basic natural ingredient reached 33 million euros in Germany (+ 162%), 17.6 million in France (+ 194%), and 11 million in Italy (+ 61%).
Haircare products only surpass beauty and personal care products in three of the six countries analyzed. Specifically, Germany is the country that has shown the greatest difference between the beauty segment (+ 1.8%) and the hair segment (-0.6%). On the other hand, in the Netherlands, Italy, and France, sales were higher in beauty and personal care.
Regarding treatment products, there was also an increase of 0.6% compared to last year, surpassing that of shampoos (-0.2%) in all the regions studied. Consumers spend more time repairing, nourishing, and protecting their hair.
The local & international product
According to the results of the study, an upward trend will be observed in the acquisition of local products, although this movement is only being seen in other categories, while the beauty segment is still intact, “it is a fact that the search for personalization could change this dynamic in the future ”, they detail from IRI.
In this sense, experts indicate that more and more local suppliers are being sought, but the leadership of international brands is a reality in the personal care and beauty segment, especially among millennials - 65% of buyers prefer international products, versus the local proposal).
A conscious and digital consumer
Online purchases of beauty and personal care products are growing more and more, especially among younger consumers. According to IRI, two out of three European buyers choose to buy on digital platforms. In fact, there are specialized startups that sell organic products at low cost and with direct distribution to each consumer, through Internet giants.
Manufacturers have to keep in mind the importance of highlighting the benefits of products on their labels for the consumer and the environment.