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The New Normal: Supplement Industry Growth Outpaces Pre-Pandemic Projections
Supplement Market Rebounds with 4.4% Growth

Personal Care Special Report


What does personal care look like during a pandemic - and how can your business adapt to meet the needs of the new personal care consumer? In 2020, the marketplace has reflected this question, pitting the rise of DIY salon services and the growing necessity for self-care as stress relief, against an "I've Got Bigger Concerns" mentality. 

In this report, we explore how that market has grown, what trends are driving future growth and which ingredients are up-and-coming in the market. We also call out products and brands that we think are setting the stage for the next evolution of natural personal care.

The surprising truth of the market in 2020 is that it will grow faster than it did in 2019. The difference is small—sales nudged up to 5.5% from 5.1%, but this still charts out as a $16.5 billion market

This report shows that natural personal care is more than a few pricey hand creams and hemp-oil face treatments. Indeed, it’s a category that includes such 2020 standouts as hand soap and hand sanitizer, creating a category-level analysis that is nuanced, and this increase in growth is certainly not universal across categories.

12 categories included:
Hair Products
Bath/Toilet Soap
Oral Hygiene
Baby Care
Bath Items
Feminine Hygiene
Nail Care