Mintel predicts global beauty and personal care trends for the next decade

Mintel has revealed its insights into the global beauty and personal care trends for the next decade in the Global Beauty and Personal Care Trends 2030 report.

“Over the next 10 years, two distinct forces of change will disrupt the consumer landscape, causing ripples and waves across industries worldwide,” comments Sarah Jindal, senior global analyst, Sharon Kewk, associate director, and Andrew McDougall, associate director, at Mintel Beauty & Personal Care.

“First, the brand-consumer relationship will shift in a more seismic manner, as the Fourth Industrial Revolution mainstreams. The relationship between brands and consumers will alter dramatically, putting the consumer in the driver’s seat. Customers will dictate what they want from beauty and personal care companies and how they want to receive it.

“Secondly, seemingly similar consumers will move in opposite directions; behaviour is not binary and demographics will become increasingly unreliable. Consumers will fluctuate across a spectrum of behaviour driven by both information and emotion. This polarisation will create significant challenges for businesses.”

The Panorama of Humanity
The first trend noted in the report details that consumers will explore the push-pull between nature and science.

Manufacturers and brands can expect to see advances in software, hardware, apps and augmented reality herald the Fourth Industrial Revolution and significantly change the way consumers choose, purchase and interact with products. The ‘vegan’ trend is also expected to evolve into an understanding of biotechnology. Finally, an increase in lab-grown products entering the market will mean consumers’ comfort with biotechnology will ease.

However, brands can also expect to see consumers rely more on their instincts and knowledge and the role of the ‘expert’ will come into question as a result. Trust between consumers and brands will also come into fire with regard to the information being shared and the marketing tactics employed by brands. Following on from 2019, clean beauty will continue to evolve as consumers do more research than ever before when making product choices and brand transparency spans the product lifecycle.

“Clean beauty will continue to evolve as consumers do more research than ever before when making product choices and brand transparency spans the product lifestyle”

Identity Traders
According to Mintel, expect to see the world become smaller with the help of 5G and mixed-reality technologies. As well as this, remote-control services will bring access to the geographically disconnected, and village commerce open up once unreachable markets. However, more consumers are also expected to ‘switch off’ and strive to find real world connections.

There is a risk of disconnection, however, as consumer lose the ability to relate to one another on a human level due to digital connections. Also, access to floods of information are expected to have detrimental effects, bringing into question the concept of authenticity. Consumers will pick and choose elements of cult cultures rather than completely ‘following the leader’.

“Access to floods of information are expected to have detrimental effects, bringing into question the concept of authenticity”

Key notes
According to Mintel, science, nature and technology are all key elements that brands and manufacturers can expect to sway the beauty and personal care market across the next decade:

• In 2030, the clean beauty industry will just be the beauty industry. The focus will be on transparency and an eco-ethical vision rather than fear marketing.
• It will become the norm for brands to offer customers not simply a product, but a lifestyle, as well as connect them with the people, places and things that inspire them. Even going so far as to study behaviour outside of beauty usage scenarios.
• As remote surgery becomes more commonplace and the time and distance required for treatments are shortened, access to techniques and tweakments will extend far beyond major metropolises, including self-administered beauty and aesthetic treatments.
• Village-based commerce will transform supply for emerging markets. The industry needs to be ready to enhance logistics to bring products to consumers faster and meet the demands of those not living in conventional locations.
• Slow beauty will take over with thoughtfully-crafted products that encourage consumers to pare back routines.
• Social media created a follow-the-leader mentality, but consumers are breaking out of this behaviour, tired of being ‘sold to’ by brands and through influencers. Responsibility will return to the brand to control what it showcases, and ensure ease of purchase from online interfaces.
• Fast beauty and fast fashion have led to over-purchasing and clutter. Consumers are moving to a more minimal approach, making investments in high quality, high performing products. This will include reuse and up cycling wherever possible.
• Mistrust of ‘clean’ and ‘green’ labels will see consumers scrutinise ingredient lists and question product efficacy. Trust comes into play in a big way for consumers looking to science for answers, as well as those who choose to go with their gut.
• Biometrics offers an innovative way for companies to interact more personally with consumers by providing valuable customisations. But brands must be prepared for backlash if consumers feel their date is being used inappropriately.

For the full Global Beauty and Personal Care Report 2030, visit www.mintel.com