Facing Nature: Trends in Personal Care
The Australian and New Zealand personal care FMCG market is experiencing a surge of innovation as consumers increasingly seek products that align with their values and lifestyles.
In a recent Trends Insights series for Seedlab Australia presented by Kantar, health and wellness trends were reported as being overwhelmingly driven by a shift towards all things natural. These included everything from new-to-market mushroom and plant extracts, to consumers valuing an enhancement of their natural beauty over the need to cover up.
Here are some of the key trends to keep your eyes on in the Australian and New Zealand personal care industry:
Sustainability Takes Center Stage
A growing environmental consciousness has led to a proliferation of eco-friendly personal care products. Australian and New Zealand brands like Clean and Pure and Goodeau are at the forefront of this trend, incorporating sustainable packaging, natural ingredients, and ethical sourcing into their offerings. Reusable containers, refillable systems, and minimal waste initiatives are becoming commonplace.
Wellness and Self-Care Focus
The emphasis on overall well-being has expanded the personal care market beyond traditional beauty products. Functional ingredients, such as vitamins, antioxidants, and botanical extracts, are being incorporated into skincare, haircare, and body care items. Products that promote relaxation, stress relief, and mental clarity are also gaining traction.
Personalised Beauty Gains Momentum
Consumers are seeking tailored skincare and haircare solutions. This has fueled the rise of personalised product recommendations, often driven by AI-powered algorithms. Brands are offering customised formulations based on individual skin or hair types, concerns, and preferences.
Inclusivity and Diversity
The beauty industry continues to embrace diversity and inclusivity, with a wider range of products catering to different genders, skin tones, hair textures, and body types. Inclusive marketing campaigns and representation are also driving change in the sector.
Staying Ahead of the Curve
To stay competitive in the rapidly evolving personal care market, FMCG business owners must stay informed about the latest trends. Here are some valuable resources:
- Consumer research: Conduct regular surveys and focus groups to understand consumer needs and preferences so you can stay
- Social media monitoring: Keep track of social media trends and consumer conversations regularly, participating in these spaces where you can to add value.
- Industry publications: Subscribe to industry magazines and attend conferences to stay updated on the latest innovations.
- Market research firms: Utilise market research data to identify emerging trends and opportunities. Seedlab Australia hosts Kantar Trends Insights sessions for our Alumni every year.
- Collaborate with experts: Partner with scientists, dermatologists, and other experts to develop innovative products. Businesses like Ārepa from New Zealand are paving the way for this kind of science-led innovation.
By staying informed and adapting to consumer demands, innovative FMCG businesses can thrive in the dynamic personal care market.