Water ‘the new luxury’, says Mintel beauty research

By Lucy Whitehouse contact

- Last updated on GMT

Water ‘the new luxury’, says Mintel beauty research
Market research firm Mintel has observed that water as a precious commodity is a trend which is about to hit the beauty industry in a big way.

“Water is set to become a previous commodity as consumption outstrips supply,”​ the firm explains, noting that this trend has implications for beauty right along the supply chain.

The more consumers become aware of this, the more beauty brands will need to change how they manufacture and formulate products to limit their dependence on water,”​ Mintel predicts.

By 2025, according to the firm, 1.8 billion people will experience absolute water scarcity, and 2/3 of the world will be living under water-stressed conditions.

Rising consumer awareness in EMEA

Across the EMEA region, consumers are starting to demand a more water-conscious approach from industries that impact on their lifestyles.

For example, Mintel notes that 26% of UK consumers are interested in a shower that automatically stops water when they are out of the stream, 22% are interest in blue light devices to sanitize hands without the use of soap, and 45% of women are interested in using co-wash products in the future.

Current industry response

Already, the market is seeing launches that look to meet these demands. Living Proof has launched a ‘Curl Conditioning Wash’, which is a product designed to cleanse and condition in one step.

Pits & Bits has put a waterless body wash on the market, which allows for cleansing without water and is called Towel Off Body Wash.

Korean brand Whamisa has created a range it calls ‘water-free’, as the products use botanical extracts rather than tradition purified water.

Future of the trend

Mintel notes that one likely sub-trend will be seen in the hunt for new sources of waters that can be positioned as super-nutritious as well as water-saving: “Mainstream superfoods such as artichokes and watermelons will also yield waters for beauty products.”

Powders and semi-solid products - such as freeze-dried fruit powders - are likely to be part of the trend. Packaging will also make claims about water content, and how far the water in the product has travelled.

Finally, the firm predicts that waterless and non-rinse products are set to dominate, allowing retailers to install dry spas and salons, including products like sheet and peel-off masks for the face and body.

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