Facial Cleansers and Toners Market - Growth, Trends, and Forecast (2020 - 2025)
The global facial cleansers and toners market is projected to grow at a CAGR of 5.2% over the forecast period (2019-2024).
The global facial cleansers and toners market is segmented by product type into facial toners and by distribution channel into supermarkets/hypermarkets, specialist retailers, convenience stores, online channels, and other distribution channels. The segmentation by geography provides insights into the key trends in the top markets for this category.
Emergence of Online Retail Channel
Facial cleansers and toners are categories that were believed to be dependent on experiential purchase. However, consumers in major markets across the world are increasingly becoming confident about purchasing personal care products online, moving the traditional try-and-buy purchasing model to a buy-and-try model. In 2019, the top 1000 beauty and personal care retailers had combined online sales worth USD 10.23 billion. Online retail has also been pushing the indie-trend to the forefront with new entrants becoming comfortable entering the market exclusively through online channels, which eliminates the need for them to invest in costly marketing and distribution infrastructure. Cross-border e-commerce has also provided a major fillip to the global expansion of brands. Chinese brands have been able to tap much of the market in countries in Southeast Asia because of the well-established cross-border e-commerce trade in the region.
Asia-Pacific Driving Market Growth
Companies in the Asia-Pacific region are maintaining their cutting-edge innovation in product development and the large population base and increasing levels of disposable incomes in most of the emerging markets in the region are driving the growth of the market. The market is led by innovations by companies from Japan and South Korea. From a consumer standpoint, as the Chinese market is reaching stagnation, India and countries in the Southeast Asian region are fast emerging as major markets. Increased celebrity endorsements and preferences for fair skin have been trends that are driving the facial cleansers and toners market in India.
The Global Facial Cleansers and Toners Market is consolidated with the top global players such as Unilever Plc., Procter & Gamble, L'oreal and Revlon, Inc. occupying significant market shares. However, there is a strong presence of local and regional brands as well as a host of indie players and private labels which intensify the competition in this category.