This report reveals that 42% of consumers seek products with multiple benefits, 37% say they only purchase products from brands they trust and nearly a quarter (24%) are looking for facial skincare products that are “free-from” certain ingredients.
When using facial skin care, most consumers are looking for basic functionality like cleansing (64%) and treating dry skin (41%). However, the number of facial product users wanting to improve the texture of skin has increased significantly since 2012. Some 36% of facial skincare users report improving skin texture as a reason for using facial skincare in 2013 as opposed to 21% in 2012.
Anti-aging skin care is the largest segment in the facial skincare category, holding nearly 40% share of the market. However, after years of growth, the anti-aging segment declined by 2.2% between 2010 and 2012. Facial cleansers and moisturizers collectively account for 41% of category sales and drove virtually all growth in this timeframe. Meanwhile, the acne treatment segment saw minimal sales gains between 2010 and 2012. Consumers tend to age out of this segment, generally keeping sales very consistent.