Mintel’s latest report deciphers changes in the sector and the expectations that will shape innovation. More responsible formulas, formats adapted to heat peaks, a quest for status… brands have to deal with consumers who are better informed, more sensitive to their environment and more attached to the effectiveness of the products they buy.
Safety first
The safety of fragranced products remains a priority for consumers. Mintel points out that more than a third of American consumers aged 25 to 34 believe that the ingredients in fragrances and scented skin care products are harsh on the skin.
“Sustainable purchasing remains a high priority worldwide, but consumers are not prepared to compromise on effectiveness,” says the trends consultancy.
Emotional remedy
In an anxiety-ridden world, consumers seek comfort in cosmetics. In China, “three out of five people buy perfume to relax, while two out of five do so to feel more energetic.”
Adapting formulas to the heat
Climate change is upsetting expectations. “57% of Japanese consumers are concerned about global warming, while three out of five Spaniards say that extreme climatic events such as heat waves encourage them to do more to protect the environment.”
The environmental crisis is changing habits. “In India, 48% of consumers look for products that provide a cooling effect when the weather is abnormally hot,” comments Mintel. “In Mexico, more than one consumer in two applies perfume or deodorant more frequently in hot weather.”
Explore, test, buy
Interest in miniature formats continues unabated. 44% of American consumers …
