Sensitive Skin Product Sales Continue to Rise


By Helen Andrews, posted at, June 23, 2014

Almost a quarter of facial skin care users in the United States say they look for products with natural, organic ingredients—claiming they have sensitive skin—according to Mintel’s Global New Products Database (GNPD) based on results from between January 1 and April 1 of this year.

People who claim their skin is sensitive represent 25% of total skin care users, compared to 15% in 2009. Meanwhile, 71% of facial skin care users say they are interested in ultragentle products.

Mintel estimates that sales of gentle and sensitive products are more than $202 million with the majority of sales being generated by the facial cleanser and facial moisturizer segments. Sensitive and gentle skin care products are also capturing a greater percentage of facial cleanser and moisturizer sales.

“While facial skin care products have typically highlighted the addition of ingredients such as vitamins and botanicals, the category appears to be moving toward highlighting what’s not in the formula—dyes, fragrance, etc,” said Shannon Romanowski, a senior beauty and personal care analyst for Mintel. “This move toward gentle skin care is a reflection of consumers’ desire for performance combined with increased concern and awareness regarding what is being put on their skin.”

Twenty-two percent of facial skin care users seek out products that are free from certain ingredients such as parabens or fragrances and 21% are interested in items that are specifically designed for sensitive skin.

“While future growth is expected to remain slow, there are opportunities for more customized and convenience-driven product options.” Romanowski added. “Value-added products that enhance health and wellness, extend usage occasions, or tap into the convenience-driven mindset of male and multicultural shoppers stand to gain.”

“In addition, a consumer shift toward gentle skin care benefits also reflects an opportunity, especially among women and black consumers,” Romanowski concluded.

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