New York, NY—Shoppers are distrustful of chemicals and are shunning them in personal care products. Such are the findings from a new report from market research firm Mintel calledFacial Skincare and Anti-Aging, U.S.

Mintel surveyed a group of 1,613 adults that use skincare products. The investigators found 14% of consumers are looking for products that are milder, natural and shield against the effects of pollution on the skin. The group suggests that interest in natural health and beauty products is on the rise, with growth being driven by the “emergence of food-based and probiotic facial skincare.”

The group notes that 85% of shoppers are most likely to be using or interested in using vitamin C products (85%), fruit-based ingredients (78%), oatmeal (78%) and honey (76%). Some 72% of consumers use or are interested in using products that incorporate probiotics.

As for specific products that consumers want, Mintel research suggests that companies are increasingly launching items that blur the lines between traditional moisturizers, anti-aging products and specialized products. Examples include daily-use moisturizers with anti-aging benefits, “leading to a decline in sales of strictly defined anti-aging treatments.” Backing this statement, Mintel says that while anti-aging products have the largest market share, the category declined 6.3% in 2014 through 2015.

Lip balm, meanwhile, is said to be one of the fastest growing personal care segments. Sales increased 55% from 2010 to 2014, but declined slightly by 3% in 2015 due in part to competition from cosmetics. Facial cleansers and moisturizers have also gained some market share (up 4.6% and 2.9%, respectively, from 2014–2015).

Mintel predicts “no-rinse cleansers are poised for growth” as are micellar water, which grew 14% among the 18-34-year-old crowd.


Published in WholeFoods Magazine Online (6/20/16)