Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Market overview
- The issues
- Engagement among women is declining
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- Figure 1: Select nail services – Any service (NET), by women and generation, November 2019
- Salon services take share from at-home market
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- Figure 2: Nail services, salon vs at home, by women, November 2019
- Concerns surrounding damage and chemicals hinder growth
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- Figure 3: Select attitudes toward nail color and care, November 2019
- The opportunities
- Social media adds education and entertainment back into the category
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- Figure 4: Select nail routine involvement – more, by visits to social media daily, November 2019
- At-home nail polish alternatives resonate with consumers
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- Figure 5: Press-on nail routine involvement, November 2019
- Niche audiences present opportunities for growth
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- Figure 6: Select nail routine involvement – more, by parental status, November 2019
- What it means
The Market – What You Need to Know
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- Nail color and care market is slowly declining
- Nail polish struggles to shine
- Salon services take share from at-home market
- Declining engagement among Gen Z
Market Size and Forecast
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- Nail color and care continues to struggle
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- Figure 7: Total US sales and fan chart forecast of nail color and care products, at current prices, 2014-2024
- Figure 8: Total US retail sales and forecast of nail color and care products, at current prices, 2014-24
Market Breakdown
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- Nail polish struggles to shine
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- Figure 9: Share of total US retail sales of nail color and care products, by segment, at current prices, 2019
- Artificial nails and nail accessories buoy market
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- Figure 10: Total US retail sales of nail color and care products, by segment, at current prices, 2017 and 2019
Market Perspective
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- Salon services take share from at-home market
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- Figure 11: Nail services – Any service (NET), by gender, November 2019
- Nail care users have location preferences, but DIY innovations may cause a shift
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- Figure 12: Any nail service (NET) – Either way or both ways, by gender, November 2019
Market Factors
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- Majority of purchases occur in-store
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- Figure 13: In-store vs online purchase, October 2017 vs November 2019
- Declining engagement among Gen Z
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- Figure 14: Nail services – Any service (NET), by women and generation, November 2019
- Talks of recession could impact category spend
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- Figure 15: Select nail services, salon vs at home, by women and income, November 2019
Key Players – What You Need to Know
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- MULO sales are stable, for now
- Nail brands are using TikTok to reach new audiences
- Damage concerns hinder growth
- Technological innovations could disrupt the market
Company and Brand Sales of Nail Color and Care
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- MULO sales are stable, for now
- Kiss Products’ success points to shift in consumer preferences
- Sales of nail color and care by company
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- Figure 16: Multi-outlet sales of nail color and care products, by leading companies, rolling 52 weeks 2018 and 2019
What’s Working
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- Nail brands use TikTok to reach new audiences
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- Figure 17: Select nail routine involvement – more, by visits to social media daily, November 2019
- At-home nail polish alternatives resonate with consumers
- Brands targeting underserved markets see success
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- Figure 18: Money spent on nail products compared to year ago, by male and age, November 2019
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- Figure 19: Multi-outlet sales of nail color and care products, by select nail accessories and implement brands, rolling 52 weeks 2018 and 2019
What’s Struggling
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- Traditional nail polishes lose share to alternative products and indie brands
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- Figure 20: Multi-outlet sales of nail color and care products, by select nail polish brands, rolling 52 weeks 2018 and 2019
- Damage concerns hinder growth
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- Figure 21: Gel manicure services, salon vs at home, by women, November 2019
- Nail salons are due for a makeover
What to Watch
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- Technological innovations could disrupt the market
- Consider the implications: Mintel 2030 Trend driver – Experiences
The Consumer – What You Need to Know
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- Basic services are done at home
- Women use a wide repertoire of nail products, though usage is declining
- Opportunities to target men with at-home products
- Special events drive nail care involvement
- Hispanic women are concerned about chemicals
- Nail strengthening innovations have mass appeal
Nail Services
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- Basic services are done at home
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- Figure 22: Nail services, salon vs at home, by women, November 2019
- Most men maintain their nails at home
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- Figure 23: Nail services, salon vs at home, by men, November 2019
- Young women experiment with multiple nail services
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- Figure 24: Select nail services done, salon vs at home, by women and age, November 2019
- Hispanic women are avid salon goers
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- Figure 25: Select nail services done, salon vs at home, by women and race and Hispanic origin, November 2019
Nail Product Usage
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- Most consumers use nail tools
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- Figure 26: Nail product usage, November 2019
- Women use a wider repertoire of nail products, though ownership is declining
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- Figure 27: Select nail product usage, by gender, November 2019
- Younger consumers experiment with nail products at home
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- Figure 28: Nail product usage, by age, November 2019
- Hispanic women use alternative products
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- Figure 29: Nail product usage, by race and Hispanic origin, November 2019
Nail Routine Involvement
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- Consumers are spending less money on their nail routines
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- Figure 30: Nail routine involvement, November 2019
- Opportunities to target men with at-home products
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- Figure 31: Select nail routine involvement, by gender, November 2019
- Key demographics are spending less time and money on nail routines
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- Figure 32: Select nail routine involvement – More or less, by age, November 2019
- Parents are actively involved in their nail routines
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- Figure 33: Select nail routine involvement – more, by parental status, November 2019
Behaviors toward Nail Color and Care
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- Special events drive nail care involvement
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- Figure 34: Behaviors toward nail color and care, November 2019
- Opportunities to reach men with genderless offerings
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- Figure 35: Behaviors toward nail color and care, by gender, November 2019
- Brand loyalty deepens with age
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- Figure 36: Behaviors toward nail color and care, by age, November 2019
- Hispanics use social media for nail inspiration
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- Figure 37: Behaviors toward nail color and care, by race and Hispanic origin, November 2019
Attitudes toward Nail Color and Care
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- Women have conflicting views on nail care
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- Figure 38: Attitudes toward nail color and care, November 2019
- Natural claims denote nail health to young women
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- Figure 39: Attitudes toward nail color and care, by age, November 2019
- Hispanic women are concerned about chemicals
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- Figure 40: Attitudes toward nail color and care, by race and Hispanic origin, November 2019
Interest in Nail Color and Care Innovations
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- Nail strengthening innovations have mass appeal
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- Figure 41: Interest in nail color and care innovation, November 2019
- 25-34 year old women want nail innovations
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- Figure 42: Interest in nail color and care innovation, by age, November 2019
- Hispanic women seek innovations with added benefits
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- Figure 43: Interest in nail color and care innovation, by race and Hispanic origin, November 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 44: Total US retail sales and forecast of nail color and care products, at inflation-adjusted prices, 2014-24
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Appendix – Retail Channels
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- Figure 45: Total US retail sales of nail color and care products, by channel, at current prices, 2014-19
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Appendix – Key Players
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- Figure 46: Multi-outlet sales of nail polish and accessories, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 47: Multi-outlet sales of nail treatment, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 48: Multi-outlet sales of artificial nails and accessories, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 49: Multi-outlet sales of nail polish removers, by leading companies and brands, rolling 52 weeks 2018 and 2019
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