Mintel Sniffs Opportunity in Teen Personal Hygiene Market

September 1, 2009

New research into the teen and tween beauty and personal care market by Mintel has found youngsters more likely to use perfume and mascara than a bodywash or shower gel, while one in three will rely on deoderant instead of a shower every day.

According to Mintel, that presents a market opportunity to develop products specifically for teenagers.

Alexandra Richmond, senior beauty analyst at Mintel, said: “An estimated £784m is spent on beauty and personal care products by or for teens but only a tiny proportion of beauty products on the shop shelves are specifically for teens.

“Today’s teenagers have a keen sense of self and there is a very real need for more products that are relevant to teens. Finding a product that hits the right note could even encourage teens to wash more frequently.”

Mintel recommends marketers educate teens on personal hygiene. Teens worry about smelling of body odour and use perfumes and deodorants to give them confidence even if they haven’t washed, it says.

Smell is also a key motivator for eight out of 10 teens when deciding which products they want to buy or use, Mintel reports.

In fact, teens are more likely to have a say in the purchase of products where scent is most important; almost nine in 10 teens choose their own deodorant or bodyspray rather than allowing their parents to choose it for them.

Mintel’s study found half of the country's teenagers suffer from spots or acne but far fewer use daily facial washes or wipes (24%), scrubs or specific spot treatments (11%) to treat spots or prevent them.

Skincare education is of key importance to this young age group, especially boys, who do not pick up this kind of information from the media in the way that girls do, Mintel says.

Sun protection is a low priority for Britain’s youngsters, reports Mintel. Parents are able to ensure young children have adequate sun protection but despite educating young children of the dangers of sunbathing, older children are likely to be more concerned about getting a tan.

Mintel claims this is accentuated by the popularity of the sun-kissed look on screen and stage icons. However, girls are far more likely to use sun tanning and sun protection products with almost eight in 10 (78%) using such items compared to just over half (53%) of boys.

Despite the fact they may not wash every day, cosmetics and toiletries form an important part of many teenagers’ grooming routines so it is not surprising they want to have a lot of say over the products they use.

Mintel reports eight in 10 teens and tweens have a say in the purchase of more than three products in their routine with one in five teenagers choosing 10 or more product purchases themselves.