The second trend identified is water as a luxury as beauty brands will need to change how they manufacture and formulate products to limit their dependence on water.
Water is expected to become a highly protected resource, and consumers are already asked to monitor their water use to avoid unnecessary waste.
In the UK, Mintel says that one third of consumers say they would pay more for fixtures that save on water or energy bills; and as consumers cut back their usage they expect brands to do the same, and some are already taking notice.
“Our research shows growing consumer interest in alternative water sources that do not place any additional strain on existing resources, and we will see brands scour the earth to find them in order to gain a competitive edge,” says Vivienne Rudd.
“These products can be positioned as eco-friendly, as well as a source of exclusivity. Brands will not only source water from different oceans, lagoons and glaciers, but they will climb mountains and harvest fogs to gain the purest possible droplets.”
“There will also be a greater need for brands to help consumers control their water usage, and transparency will be come to the forefront like never before,” adds Rudd.