Category
Personal Care & Beauty
Built for personal care teams deciding which markets are moving to more expensive brands, where the daily routine is getting longer, and which consumers are worth the next launch.
COICOP 12.1/.3
Start the shortlist where the category is bought.
Every country to 2050, all 9,400+ cities to 2040. One model, one shared scale for a market and a city.
The category down to its 5 lines. Each with its own size, growth and cohort, never one blended average.
Every figure by age band and spending tier. A target cohort is only a filter on the same numbers.
Priced against what each market can afford. The share of a city that can buy at your price, and when.
USD 2.30T
Spending in 2026
USD 4.02T
Spending in 2036
+USD 1.72T
Added by 2036
5.75%
Annual growth to 2036
USD 282
Per person a year
3.2%
Share of the global wallet
nominal USD, current prices
Where the category is bought
See the data
| City | Country | 2026 (USD bn) | 2036 (USD bn) | Annual growth (%) |
|---|---|---|---|---|
| New York City | United States | 36.8 | 55.2 | 4.15 |
| Los Angeles | United States | 31.0 | 50.4 | 4.98 |
| Tokyo | Japan | 26.1 | 39.1 | 4.13 |
| San Francisco | United States | 19.8 | 31.8 | 4.83 |
| Mexico City | Mexico | 14.7 | 23.5 | 4.80 |
| Sao Paulo | Brazil | 14.6 | 24.9 | 5.48 |
| Moscow | Russia | 14.3 | 19.1 | 2.97 |
| London | United Kingdom | 14.0 | 24.3 | 5.62 |
| Seoul | South Korea | 14.0 | 24.9 | 5.94 |
| Paris | France | 13.9 | 20.3 | 3.87 |
| Miami | United States | 13.8 | 21.8 | 4.65 |
| Jakarta | Indonesia | 12.2 | 28.8 | 8.96 |
| Chicago | United States | 11.8 | 17.1 | 3.80 |
| Taipei | Taiwan | 11.0 | 20.0 | 6.15 |
| Shanghai | China | 9.9 | 17.5 | 5.91 |
| Washington | United States | 9.4 | 15.2 | 4.88 |
| Osaka | Japan | 9.1 | 13.0 | 3.59 |
| Bangkok | Thailand | 8.1 | 14.0 | 5.68 |
| Beijing | China | 7.9 | 17.3 | 8.19 |
| Seattle | United States | 7.5 | 12.6 | 5.32 |
Time entry to the year a city reaches your price.
Annual consumer spending on personal care, 2000 to 2040.
- New York City: USD 37bn in 2026
- Los Angeles: USD 31bn in 2026
- Tokyo: USD 26bn in 2026
- San Francisco: USD 20bn in 2026
- Mexico City: USD 15bn in 2026
See the data
| City | Country code | 2026 (USD bn) |
|---|---|---|
| New York City | USA | 36.8 |
| Los Angeles | USA | 31.0 |
| Tokyo | JPN | 26.1 |
| San Francisco | USA | 19.8 |
| Mexico City | MEX | 14.7 |
Aim the range at the cohort that is arriving.
By spending tier
- Rich: 35.7% of spending in 2026, 48.4% of the spending added by 2036
- Upper middle: 15.7% of spending in 2026, 16.2% of the spending added by 2036
- Core middle: 25.7% of spending in 2026, 21.8% of the spending added by 2036
- Lower middle: 19.1% of spending in 2026, 12.7% of the spending added by 2036
- Poor: 3.9% of spending in 2026, 1.0% of the spending added by 2036
By age band
- 65 and over: 22.6% of spending in 2026, 32.4% of the spending added by 2036
- 45-65: 27.0% of spending in 2026, 26.3% of the spending added by 2036
- 30-45: 19.6% of spending in 2026, 15.4% of the spending added by 2036
- 15-30: 17.8% of spending in 2026, 16.7% of the spending added by 2036
- 0-15: 13.0% of spending in 2026, 9.2% of the spending added by 2036
See the data
| Cohort | Dimension | 2026 spending (%) | Added by 2036 (%) | Annual growth (%) |
|---|---|---|---|---|
| Poor | Spending tier | 3.9 | 1.0 | 1.75 |
| Lower middle | Spending tier | 19.1 | 12.7 | 4.11 |
| Core middle | Spending tier | 25.7 | 21.8 | 5.05 |
| Upper middle | Spending tier | 15.7 | 16.2 | 5.92 |
| Rich | Spending tier | 35.7 | 48.4 | 7.27 |
| 0-15 | Age band | 13.0 | 9.2 | 4.35 |
| 15-30 | Age band | 17.8 | 16.7 | 5.46 |
| 30-45 | Age band | 19.6 | 15.4 | 4.76 |
| 45-65 | Age band | 27.0 | 26.3 | 5.64 |
| 65 and over | Age band | 22.6 | 32.4 | 7.57 |
Weight the portfolio to the lines that are moving.
Area is spending in 2026. USD 2.30T across 6 published lines of the model.
Beauty products
USD 731bn · 31.8%
Hairdressing and grooming
USD 633bn · 27.5%
Other personal care items
USD 342bn · 14.9%
Jewellery, clocks and watches
USD 324bn · 14.1%
Other personal effects
USD 239bn · 10.4%
- Electrical appliances for personal careUSD 30bn
Beauty products
USD 731bn · 31.8%
Hairdressing and grooming
USD 633bn · 27.5%
Other personal care items
USD 342bn · 14.9%
Jewellery, clocks and watches
USD 324bn · 14.1%
Other personal effects
USD 239bn · 10.4%
USD 30bn
- Electrical appliances for personal careUSD 30bn
See the data
| Category line | 2026 (USD bn) | Share of plotted spending (%) | Annual growth (%) |
|---|---|---|---|
| Beauty products | 731.1 | 31.8 | 5.99 |
| Hairdressing and grooming | 632.7 | 27.5 | 5.51 |
| Other personal care items | 342.4 | 14.9 | 5.97 |
| Jewellery, clocks and watches | 324.2 | 14.1 | 5.75 |
| Other personal effects | 239.1 | 10.4 | 5.46 |
| Electrical appliances for personal care | 29.8 | 1.3 | 5.00 |
Five decisions a personal care team can settle with this data.
01
Market entry and prioritisation
The cities holding the most personal care spending today are not the ones adding it fastest. Across the forty largest markets in the model the spread runs from 3.0% a year to 9.6%, which is the difference between a market that transforms by 2036 and one that barely moves. We rank every city on the spending that is forming rather than the spending already there.
02
Pricing and affordability
Spending on personal care by rich consumers compounds at 7.27% a year, against 1.75% for the poorest. A cheaper range can hold its volume and still be defending a shrinking share of the growth, because the growth is not sitting where the volume is. We map spending power against your own price range in every market you sell in.
03
Category and portfolio strategy
Inside the category, other personal care products compounds at 5.98% a year while electrical appliances for personal care manages 5.00%. Those are two different shelf decisions inside one category averaging 5.75%, and the average is what most portfolio reviews are still built on.
04
Segmentation and targeting
Spending on personal care by the over-65s compounds at 7.57% a year, against 4.35% for the under-15s. In New York City the over-65s already hold 19% of the category. A pipeline aimed at the wrong life stage is chasing the slower half of the market, and the gap widens every year to 2036.
05
Demand forecasting and sizing
The category adds $1.72 trillion between 2026 and 2036, and none of it arrives evenly. A capacity decision taken now rests on the market that will exist in ten years rather than the one visible today. We project every market and every year to 2050.
Related categories
Explore adjacent spending
FAQ
Questions a personal care team asks us.
Consumers spend $2.30 trillion on personal care in 2026, which is 3.2% of all their spending. The market grows 5.75% a year in current dollars and reaches $4.02 trillion by 2036. Between those two years it adds $1.72 trillion.
The fastest-growing subcategory is other personal care products at 5.98% a year and the slowest is electrical appliances for personal care at 5.00%. The category as a whole grows 5.75% a year. The largest subcategory is also other personal care products, at $1.07 trillion, with hairdressing and grooming next at $633bn.
New York City spends the most at $37bn a year, followed by Los Angeles at $31bn and Tokyo at $26bn. We estimate the category for all 9,400+ cities in every year to 2040. The top ten of the 255 cities on this page's map hold 27% of the spending it shows.
Among the largest city markets, Manila grows fastest at 9.6% a year and Moscow slowest at 3.0%. The cities adding the most spending by 2036 make a different list, led by Los Angeles at $19bn, New York City at $18bn and Jakarta at $17bn.
Yes, every market and city splits the category into five age bands and five spending tiers. Sizing the cohort you target means filtering those same figures, with nothing extra to commission. Kitakyushu has the oldest profile, with 39% of its spending from the over-65s. San Francisco is the most affluent, with 96% from its richest spending tier.
We forecast every country, subcategory and cohort each year to 2050, and every city to 2040. Because one model produces all of them, a market and a city read on the same scale. The method is published and peer reviewed. Our page on how we measure spending sets it out. The average person spends $282 a year on personal care today.
Download our insights on
Personal Care
A concise slide deck of the key personal care spending trends across 194 countries and 9,400+ cities, with national forecasts to 2050 and city forecasts to 2040.
Get the deck
Instant downloadLet's talk through your market question.
Tell us the decision you are trying to make, and we will show you the forecasts that bear on it.