The figures show that U.S. consumers went for facial masks in a big way during the course of the last year, with sales up a striking 60% to $65.5m during the period July 2013 to June 2014.
Facial skin care sales during the period were estimated to be somewhere in the region of $2 billion, making the facial skin mask category still tiny by comparison, but the data shows that it is driving leading market leading growth that promises further opportunities.
A budding category for innovation
NPD’s research also reflects the fact that the US the facial market outpaced growth in other more mature facial skin care categories such as moisturizers, where expansion potential has long hit its peak.
“The skin care industry has an opportunity to continue to grow and evolve with this, and other budding categories, through innovative product offerings and messaging,” said NPD vice president and senior global industry analyst, Karen Grant.
“As we’ve seen with masks, new offerings can be a complement to existing products in a skincare regimen. Creating this connection, addressing the desire for immediacy as well as long-term results, ultimately benefits the total skincare business.”
Trend is also picking up in Europe
Meanwhile, in Europe, the trend for facial skin masks has not caught on as rapidly as in the US, but the NPD analysts believe there is still significant room for opportunity.
With total facial skin care sales in the UK, Italy and Spain in excess of €1.1 billion, the sales of skin care masks are still relatively small, but Grant believes that Spanish consumers are now starting to embrace the trend, despite the slack economy there, whereas in Italy and the UK the interest in facial masks is part of an increased emphasis on the face and anti-aging.
July 2013 - June 2014
Consumers want to try out facial masks
NPD’s data for both the US, as well as the UK, Italy and Spain, shows that consumers are eager to try out this relatively new beauty trend, although market share remains relatively low within the context of the vast facial skin care segment.
However, Grant believes that the trend is set to continue and points out that it is already making a significant mark in growth for the overall facial skin care category.
“Masks attract today’s consumers with the promise of immediate results in treating a variety of skin flaws,” said Grant.
“New formats, and formulations that address individual needs appeal to the consumer looking to try something different without spending a fortune.”