Beauty & Wellbeing Market Report - Flipbook - Page 9
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The impact of Covid-19
year olds already buying organic
beauty and wellbeing products
compared to just 9% of consumers
aged over 557. Younger consumers
are also more frequent shoppers
of organic beauty and wellbeing
products with 25-34 year olds
buying products on average four
times a month, compared to just
twice a month for those aged
over 558.
Graph: UK sales of organic
health and beauty products
in GBP (£) millions
8 | Beauty & Wellbeing 2021
£44.6m
£37.2m
£31.8m
£30.1m
£120.2m
£106.4m
£86.5m
Age plays a key role in buying
behaviour, with 28% of 16-24
£75.9m
One in six consumers already
buy organic beauty and wellbeing
products5 but there is a significant
opportunity to grow this reach with
well over a third (37%) of female
consumers saying they would
consider buying organic beauty
and wellbeing products but don’t
buy them now4.
From disrupted supply chains
to the severely restricted retail
landscape, no area escaped the
fallout as Covid-19 took hold.
Despite these obstacles, the
organic beauty and wellness sector
outperformed the wider market as
market dynamics were turned on
their head.
Challenges remain in driving
this conversion, however with
one in three saying they don’t
understand the ingredients in
the beauty products they use,
and one in five not knowing
how to check a product’s
sustainability credentials9.
£61.2m
In 2020 sales of certified natural
and organic products reached
over £120m and as the market
moves into the mainstream, there
is still great potential to continue
this growth.
£54.2m
consumers buy organic
beauty and wellbeing
products
The Covid-19 pandemic presented
enormous challenges for the global
beauty market, which saw revenues
fall between 20%-30% in 202010.
The global market for natural
personal care product sales still
saw growth increasing by 2.9% to
$11.9 billion in 2020, though this
growth stepped back compared to
6.9% in 20199.
+8.7%
+5.6%
+17%
+20%
+21.6%
+13%
+24%
+14%
+23%
+13%
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
High street store closures along
with the closure of salons and
spas during lockdown effectively
shut down 30% of the beauty and
wellbeing industry12 and forced
brands to pivot their businesses
and focus on a digital first
approach, accelerating the already
growing trend towards online
retail. Ecommerce sales for the
total global beauty market in
2020 are expected to reach 23% of
total beauty spend13. The organic
beauty and wellbeing market
has adapted well by switching to
direct-to-consumer retail strategies
including e-commerce sites and
social media, as well as continuing
its brick-and-mortar presence
in independent stores given
‘essential’ status such as food shops
and pharmacies.
Almost a third of consumers (28%)
said the accelerated move towards
online shopping made them more
Our commitment approach
was to prioritise the now rather
than worrying about the next.
We have dived into proactive
digital communications
responding to demand of
more in depth advice on
wellness and skin health,
making our overall consumer
browsing and shopping
experience more rewarding
– Loredana Spiezia, MD &
Co-Founder, Inlight Beauty
Beauty & Wellbeing 2021 | 9