Kantar discovered that the epidemic has changed people’s beauty habits.

COVID- According to Kantar, 19 pandemic lockdowns and the resulting shift in work-from-home culture have revolutionized the beauty sector. The quantity of items consumed has reduced dramatically, as customers prefer premium, natural, and environmentally friendly products.

Kantar analyzed the purchase habits of more than 300,000 individuals and households in 20 countries and women’s daily usage habits across seven major economies to understand the impact of two years of coronavirus lockdowns, shifting priorities, and the continuation of the work-from-home culture in their report, ‘On Trend: The Evolving Beauty Consumer.’

Cosmetics usage is decreasing.

Kantar data reveals a dramatic drop in weekly cosmetics consumption in every market, with weekly usage down an average of 28% compared to pre-pandemic levels and down 31% compared to five years earlier, as women opt for simpler regimens. The trend is especially noticeable among European beauty consumers, who have reduced their usage of face and lip make-up year over year.

According to the report, more customers are choosing for fewer, higher-quality usage occasions. Fewer, long-lasting cosmetic products that can be applied swiftly are now the focus.

According to Kantar, the increased use of premium beauty products, along with a jump in demand for natural beauty products, which increased from 18 percent of sales in 2017 to 24 percent of sales in 2021, helped the industry rebound to pre-pandemic revenue levels.

The hair care industry is expanding.

During the epidemic, the percentage of women who choose to keep their hair longer increased from 58 percent in 2017 to 62 percent in 2021, on average. Women, on the other hand, decided to wash their hair less regularly, dropping nearly 10% in five years to 2.8 times per week on average.

Despite dropping usage, hair conditioners and treatments climbed in sales value, delivering a 5% increase in 2020 (compared to 2019) and a 7% increase in 2021, illustrating the premiumisation trend (compared to 2020).

The demand for specialised haircare remedies to aid in hair development has sparked the premiumisation trend. For example, products that address particular hair problems like hair loss and dandruff have expanded at a rate five times faster than the entire shampoo industry.

The environmental consciousness shift

Another underlying trend seen by Kantar is customers’ rising awareness of sustainability and safety risks when it comes to beauty goods.

As a result, face and body products derived from organically produced components accounted for 24% of sales in 2021, up from 18% in 2017. The highest growth occurred in France, where customers increased from 23% in 2019 to 32% in 2021.

Kantar further stated that environmentally conscious consumers are prepared to pay a premium for sustainable and natural items. Eco-active households spend more on beauty items than the typical home, with French Eco-Active households spending 5% more each shopping trip on beauty products.

“While consumers are preferring simpler regimens and a more ‘natural’ appearance, this does not imply they will abandon cosmetic products completely.” According to Ashley Kang, Kantar’s Global Beauty Director, “consumers will feast on multiple goods that cater to their evolving wants.”

Consumers will continue to prioritize sustainable, natural, and derma’ goods in the skin care area. Hair and scalp treatments also provide a significant development opportunity, given the increased percentage of women who wear their hair long.