Long recognised as the “silent salesperson”, beauty packaging has never been more firmly in the spotlight. Not only for its marketing power, but also for its eco-friendly credentials and benefits.

A new report from Coherent Market Insights, the global market intelligence and consulting firm,  predicts that the global personal care packaging market will reach US$36 billion by 2027.

The main engines of growth include the growing worldwide demand for personal care products in emerging markets, creating brand awareness and protection against contamination and damage.

The report confirms that skincare dominated the global personal care category in 2019 with a 38.3 per cent market share, followed by haircare and bath and shower.

The increased incidence of skin diseases and problems, including sensitivity, eczema, psoriasis and acne, is strongly driving demand for dermo-cosmetic and therapeutic skincare products globally.

Lightweight, durable and flexible packaging is the mainstay of the category with a 42.9 per cent market share, followed by rigid plastic and paper.

Two major trends are also propelling rising demand – the upsurge in the use of hair products amongst male consumers and the adoption of healthy lifestyle habits by both sexes, notes Coherent Market Insights.

It comes as no surprise that the Covid-19 pandemic has sparked strong demand for essential products such as handwash, hand cream and sanitisers. While the demand for luxury packaging has declined as consumers reduce their spending on upmarket products.

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