Trends in Personal Care Packaging

Introduction

Sustainable Materials

Consumers are increasingly looking to support brands that align with their values – and environmental responsibility is among the values they prioritize. A Nielsen study shows that 81% of consumers believe companies are responsible for helping the environment.

While sustainability may have been overshadowed during the height of COVID-19, new studies from McKinsey and Boston Consulting Group show that consumers feel it is now as important as ever. Packaging often plays a key role in a company’s sustainability initiatives, and research shows that consumers are willing to pay more for eco-friendly options. This includes recyclable packaging, reduced packaging and packaging with sustainable materials including post-consumer recycled plastic, ocean-bound plastic, bio-plastics, and bamboo.

Refill & Reuse

Mintel identified reusability as one of the top 2 global packaging trends of 2020 and we continue to see this trend booming in 2021, with personal care brands in the US and around the world introducing new refill systems.

In a recent IPSOS survey more than three-quarters of respondents said they would avoid products with too much packaging.

Refillable packaging can allow for high-quality, durable (often premium) materials to be used for the “forever” dispensers, while reduced, recycled, or recyclable packaging is used for the refills. In addition to refill systems, some companies utilize packaging that can be easily repurposed and reused. For example, Loli uses food-grade glass jars that allow for multiple additional uses when their original product is finished.

Personalization

Today’s consumers want products tailored to their own individual preferences, interests and needs. These personalized products are viewed as being more effective and providing a unique value and point-of-difference, which can result in higher consumer satisfaction and brand loyalty.

Packaging plays a role in the personalized user experience, with labels being created with an individual consumer’s name and other personalized details. In addition to customizable product and labeling, there is also growing innovation around dispensers and applicators that give consumers increased control in how and how much product to use. This is particularly relevant in fragrances, skin care, bath and shower, and color cosmetics packaging.

Healthy & Hygienic

The pandemic has increased the awareness of the important connection between health and hygiene, leading to shifts in consumer attitudes, behaviors and expectations.

Euromonitor identified a focus on safety as a top consumer trend for 2021.

Packaging is no longer just about protecting the product inside, but providing assurance that it is safe to handle and use. This is especially important within the personal care category where beauty routines often involve handling multiple different packs and formulations before touching one’s mouth, eyes and other parts of the face and body. Packaging with built-in applicators – like brushes, doe foots, rollers and pens – allows for hands-free application that reduces touch-points to keep the formulation, as well as your skin, contaminant free. Other hygienic packaging solutions include single-use formats and anti-microbial coatings that act as a protective barrier against germs.