The beauty hygiene market continues its mass distribution transformation

In particular, we observe a fourth consecutive year of lower sales in France. Indeed, more and more brands are pursuing their shift towards more natural and more responsible products. Transition towards natural products is on-going.

For example, 69% of French people say they are ready to buy products from companies that demonstrate transparency and integrity, and 71% afirm that they are ready to purchase products from enterprises that  respect the environment.

Transition towards natural products : Regarding the evolution of the consumption model in Europe,

The new formulations must adapt, and be placed under the sign of naturalness and responsibility. In fact, packaging must be redefined, with for example bottles produced with 100% recycled plastic, and/or with plastic collected on beaches. We can also think of using FSC (Forest Stewardship Council) certified cardboard and paper.

“Deconsumerism is on the increase”. Consumers continue to visit hypermarkets and supermarkets less and less. They are more and more suspicious of the quality and composition of products. “Iri conducts a study every year to find out the causes of deconsumerism. In 2018, 31% of consumers expressed concern about the quality and composition of products. In 2019, 54% of French people expressed their fears about cosmetic formulas. It is by far their first concern.
“Nor should we neglect those who use fewer products”. Indeed, consumers have simplified their routines, going from an average of 49.1 hygiene-beauty occasions per week in 2015 to 44.2 in 2019.
In this context, brands continue to review their formulas to remove unwanted ingredients and make greater use of natural products.
All circuits are going green

According to NPD, this natural, organic and clean offer grew by 10% and boosted sales of selectively distributed skincare products last year.

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