Nail Care Market Driven by Moms?

The US nail color and care market fared well during the economic slump, as women tightened their purse strings and turned to at-home nail care options versus the pricey spa alternatives. And it looks like the market has young women and moms to thank for the growth. According to latest research by Mintel, women in households with children are more likely to use most nail care products than those without children in their homes. This is particularly notable with nail art accessories where nearly a quarter (24%) of women with children report usage compared to 11% in households without children.

Moms are an important consumer group that might be tight on time and lack the extra income to spend at a spa but are still looking to treat themselves to some fashion-forward beauty. Furthermore, 79% of those with children use colored nail polish versus 65% without children and 22% of respondents with children report using artificial nails as opposed to only 9% without children.

“The beauty industry generally benefits when consumers have higher levels of disposable income; however, the nail care industry has experienced strong growth in recent years, despite the weak economy,” says Shannon Romanowski, beauty and personal care analyst at Mintel. “Nail polish offers women an affordable way to experiment with new colors and stay current with fashion trends, often for less than $10 a bottle. The affordability of nail polish, combined with new products and colors, makes nail care a reasonable splurge for lower- to middle-income women.”

Young women are also helping to drive the nail care segment. Use of colored nail polish is highest among women aged 18-24 with 85% reporting usage compared to 71% of total female respondents. Younger women also show elevated use of nail art (33% vs. 16% of all respondents), artificial nails (23% vs. 14% of all respondents), and gel nail polish (14% vs. 10% of all respondents). These younger consumers are likely more influenced by fashion trends and are willing to experiment with new looks.