Personal Care and Beauty Deep Dive

Kantar’s new study exploring the shopping behaviors for hair care, skin care, personal hygiene products, and cosmetics.

Want an inside look into the research? Download your complimentary infographic.
shopper insights

Understand the minds of shoppers

Discover your shopper's beauty and personal care expectations with Kantar's Shopping for Personal Care and Beauty report. 

Learn more about the research

 

Maps-Navigation - Maps - maps

Categories covered

  • Hair care
  • Skin care
  • Personal hygiene products (e.g., deodorant, soap, oral care)
  • Cosmetics
Work-Office-Companies - Human-Resources - human-resources-team-settings-1

Central question

How and why do shoppers make decisions on where to shop for beauty and personal care products? What are shoppers’ expectations for beauty and personal care product shopping, and how does that vary by shopper type?

Work-Office-Companies - Ideas-Creativity - idea-strategy-1

Retailers

  • Drug: CVS, Rite Aid, Walgreens
  • Beauty specialists: Ulta, Sephora
  • Mass: Target, Walmart
  • Supermarkets
  • Department stores: Kohl's, Macy's
  • Online: Amazon
  • Direct to consumer

 

Kantar's Personal Care and Beauty Deep Dive

 

Personal care and beauty trends in the US are constantly evolving. In recent years, there has been a shift towards natural and clean beauty products, as well as a focus on self-care and wellness. Efforts gaining popularity with shoppers range from sustainable initiatives like eco-friendly packaging, to the use of technology, such as personalized skincare apps.


We asked 2,000 shoppers to share their shopping, category, and retailer preferences. Here's some of what we found:

Annotation 2023-03-27 163846

Cosmetics wins its own trip

30% of cometics shoppers make a dedicated trip just for that category, only 16% of personal care/hygiene shoppers make a dedicated trip.

Source: ShopperScape Personal Care and Beauty Deep Dive, November 2022

Annotation 2023-03-27 164200

Beauty @ Mass = easy

About a third of Sephora and Ulta 'store within a store; shoppers at Target and Kohl's said their overall trip was more enjoyable and convenient.

Source: ShopperScape Personal Care and Beauty Deep Dive, November 2022

Annotation 2023-03-27 164412

Half rely on private label

52% said 'most of the time, private label/generic personal care/hygiene products work just as well as more expensive brands. 

Source: ShopperScape Personal Care and Beauty Deep Dive, November 2022


 

To purchase the full report and research materials, contact the Kantar team at KantarShopper@kantar.com





Read our latest articles and reports, with expert perspectives, proprietary data, and thought-provoking insights. 
Click here to browse recent insights