Prestige beauty sales boosted by changing consumer behaviour

by | Jun 17, 2022

The NPD Group have reported double-digital growth for prestige beauty sales in the UK during the first quarter of 2022.

Fragrance remains the ‘star performer’ of the prestige beauty market, reporting sales of £263m in the first four months of 2022, an increase of 6% on the same time in 2019. The NPD Group attribute this increase to larger sizes, stronger concentrations and the growth of niche fragrances.

 

As the retail landscape continues to change and consumers adapt to a hybrid mode of working, their beauty buying habits are changing too.

 

In April 2022, ‘lip makeup’ sales decline 20% compared to the same period in 2019, however the dynamics have changed with new sub-categories emerging. Consumers are switching to more hydrating, moisturising, and plumping alternatives such as lip gloss (which increased in sales by 20% in April 2022, compared to the same period in 2019). Sales of all other lip products (including lip balms) increased by 61% for the same period.

 

The NPD Group report that skincare as self-care remains one of the key trends to emerge from the pandemic, with unit sales increasing 15% in the first quarter of 2022, compared to the same period in 2019. The sub-segments with the highest percentage change in the first quarter of 2022, compared to the same period in 2019, are:

  • Face serum, which increased 80%;
  • Face supplements, which increased 73%.

 

In the body category, sales of body devices increased 512% and body supplements increased 196% compared to the same period in 2019.

 

“Consumers continue their love affair with fragrance, and this remains the key driver of the prestige beauty market. It is interesting to see the new stars emerging as consumers opt for lip products with benefits to hydrate and protect their lips. More broadly, skincare continues to be a popular part of consumer’s beauty regimes, especially with the growth of face and body supplements.”

– Emma Fishwick, Account Manager, NPD UK Beauty

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