3 consumer trends in health and beauty in Q2 2022

3 consumer trends in health and beauty in Q2 2022

The beauty and personal care business, which includes makeup, skincare, hair care, and perfumes, is estimated to be worth more than $564 billion in 2022 and to increase at a rate of almost 5% per year.

This commerce data from 22,000 advertisers worldwide reveals what everyone is purchasing.

1. Haircare is becoming more popular.

From January to March, haircare products experienced strong year-on-year growth in regions where summer was already in full swing, such as Latin America and Australia, where customers could finally enjoy the warmer months outdoors together for the first time since Covid’s inception.

Brazilians were obsessed with keeping their hair in good condition. Hair Styling Product sales (think mousse, hairspray, and dry shampoo) increased fivefold in May 2022 and more than sevenfold in June 2022 compared to the previous year.

Hair styling products and accessories, such as curling irons, flat irons, and rollers, have also become increasingly popular, with sales more than tripling in recent months.

Could this portend good hair days in the United States and Europe this summer? In Q2 2022, online sales of Hair Styling goods increased by 42% in the UK, 48% in the Nordics, and 75% in Italy. At the same time, the category increased by 47% in the United States, indicating that the return to social lives, paired with bright weather, is encouraging customers to spend more on shiny hair.

2. Uplevelling oral hygiene.

Americans are increasingly concerned about their gum health in the United States. Dental floss sales increased by more than 30% year on year in both March and April, 80% in May, and 56% in June.

Power Flossers, which mix air and water droplets to clean in between teeth, have seen substantial growth in recent months, with sales more than doubling by June 2022.

3. The prelude of the baby boom.

In the Americas, online sales of pregnancy tests increased by 25% year on year in April, 35% in May, and 44% in June. Could the years 2022 and 2023 usher in a baby boom? Keep an eye out for an upcoming episode on Baby & Toddler category trends to keep an eye on. There are a lot of product bumps.