World Data Lab

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.

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COICOP 12.1/.3 · WDP 2026.2.3

Personal care in numbers, 2026 to 2036

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

We map and forecast personal care spending across cities.

World

 

 

We can identify the future city markets for personal care.

Annual consumer spending on personal care, 2000 to 2040.

2000
  1. Tokyo: USD 23bn in 2000
  2. New York City: USD 13bn in 2000
  3. Los Angeles: USD 10bn in 2000
  4. Osaka: USD 10bn in 2000
  5. San Francisco: USD 6bn in 2000

We analyse which demographics will contribute most to that growth.

By spending tier

Spending in 2026Added by 2036Rich35.7%48.4%Upper middle15.7%16.2%Core middle25.7%21.8%Lower middle19.1%12.7%Poor3.9%1.0%
  • 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

Spending in 2026Added by 203665 and over22.6%32.4%45-6527.0%26.3%30-4519.6%15.4%15-3017.8%16.7%0-1513.0%9.2%
  • 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

We break down personal care into subcategories.

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

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.

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Personal Care

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