Health & Beauty Trends Driving Sales in 2024: Haircare, Skincare, and More

As we move into 2024, the health and beauty industry is witnessing exciting shifts that are influencing both consumer behavior and market trends. From the rise of "skinification" in haircare to sustainable packaging innovations, we spoke to industry experts and suppliers to uncover what's new and driving sales in the haircare and skincare segments.

The Rise of "Skinification" in Haircare

One of the most intriguing trends in the health and beauty space right now is the “skinification” effect in haircare. According to Jeffrey Hutchinson, Category Manager – Toiletries at Woolworths, consumers are increasingly treating their hair with the same care and attention they give to their skin. This shift is being reflected in the growing popularity of products that feature ingredients traditionally associated with skincare, like collagen. This has been particularly notable in the natural haircare segment, which is seeing impressive growth.

“We're seeing a boom in the Naturals segment,” Hutchinson explains. “Shoppers are moving beyond traditional shampoo and conditioner and are now seeking add-ons like treatments and styling products that offer added benefits.”

As customers continue to focus on value, many are opting for larger pack sizes in brands that provide more benefits at an affordable price.

Skincare Trends: Therapeutic Solutions and Active Ingredients

Skincare has also seen a shift in consumer preferences. Hutchinson reports that there is a noticeable decline in the premium anti-aging segment, with customers increasingly looking for more affordable products that still feature key active ingredients like Vitamin C and collagen. These ingredients, once only found in high-end skincare lines, are now becoming more common in mid-range products.

The strongest growth within skincare is coming from therapeutic solutions that target specific skin conditions. This aligns with the broader trend of consumers seeking more functional skincare products that serve not just beauty, but health needs.

In terms of format, facial wipes are losing popularity as customers shift toward more traditional facial cleansers, such as washes, that offer better value and performance.

The Skingredient Trend and Growth in Hair Treatments

Talia Olsen, Hair and Skincare Category Manager at Foodstuffs South Island, highlights that key ingredients like keratin, collagen, and hyaluronic acid are rapidly gaining traction in haircare. These ingredients, originally seen in premium products and salons, are now being made more accessible to the mass market by brands like OGX and L’Oréal Elvive.

Olsen also notes that consumers are adjusting their shopping habits in response to the rising cost of living. “Shoppers are increasingly buying more on promotion and opting for bulk items,” she says. As a result, the average pack size for shampoo and conditioner has grown, reflecting a shift toward buying more at once for better value.

Hair treatments, particularly masks and oils, remain the fastest-growing segment within haircare. Growth in this category has exceeded 20% for both 2023 and 2024, demonstrating strong demand for these products.

Glow Lab's Continued Success in Natural Body Care

Glow Lab, a Kiwi brand that’s dominating the natural personal wash category, continues to grow its presence in New Zealand’s body care market. Known for combining nature and science, Glow Lab’s products blend sophisticated fragrances with plant-based ingredients. With a 43% market share in New Zealand grocery stores, the brand is recognized for offering high-quality, natural body care products at accessible prices.

This year, Glow Lab has expanded its product range with two new body washes that cater to growing consumer demand for functional skincare. The AHA + BHA Exfoliating Body Wash is designed to smooth the skin, remove dead skin cells, and target body acne. The Soothing Oat Milk Body Wash, on the other hand, is ideal for those with dry or sensitive skin, offering hydration and soothing relief with ingredients like Colloidal Oatmeal and Manuka Honey.

Emma Brown, Senior Glow Lab Brand Manager, says, “Younger consumers, especially Gen Z, are driving the growth in body care, with 57% of Gen Z now incorporating a regular body care routine into their daily lives. Glow Lab is tapping into this demand for functional, ingredient-focused body care products.”

Only Good's Packaging Innovation

Sustainability continues to be a major theme in the health and beauty industry, with brands like Only Good leading the charge in eco-friendly packaging. After a significant rebranding and packaging overhaul in late 2023, Only Good won the prestigious Australasian Packaging Innovation and Design Award in the Health and Beauty category.

The brand’s new packaging aims to reduce plastic waste while maintaining functionality and aesthetic appeal. By using recyclable, renewable materials like Sugar Cane HDPE and Recycled HDPE, Only Good ensures that their packaging is both environmentally responsible and reusable.

Only Good has also joined the Recircle program, which allows consumers to return their empty packaging for reuse. This program highlights the brand’s commitment to sustainability and its effort to provide customers with a more eco-conscious shopping experience.

The Future of Health & Beauty

The health and beauty market is evolving, with consumers becoming more discerning and conscious of both the products they choose and how they are packaged. As trends like skinification and therapeutic skincare grow in popularity, brands are adapting to meet the demand for products that offer value, function, and sustainability.

From the rise of natural ingredients and body care innovations to the focus on sustainable packaging, 2024 promises to be a year of continued growth and transformation in the health and beauty industry.