In 2025, deodorants in the UK delivered a 4% increase in value sales, moderating from 5% in 2024 as consumer demand gradually normalises following a period of elevated growth. The pace of growth eased compared to the double-digit increases seen in 2022 and 2023, as inflationary pressures subsided and consumers redirected some discretionary spending towards travel and out-of-home activities. Nevertheless, sales resilience was underpinned by continued hygiene awareness and a clear shift towards pr

Depilatories in the UK in 2025 demonstrated a solid performance, with current value growth of 3%?for sales to reaech GBP212 million. This growth was notably ahead of the wider Western Europe context, where similar beauty and personal care categories often faced stagnation or only marginal increases, particularly in functional areas. The ongoing expansion of the UK population, which reached 69.1 million in 2025, continues to underpin demand, providing a stable consumer base for everyday personal

In 2025, fragrances in the UK recorded 8%?current value growth to reach GBP3.3 billion, driven by robust retail momentum and moderating price hikes. This performance was underpinned by an expanding population, supporting greater purchasing power and higher demand. Growth was driven by a combination of factors, such as TikTok-driven trends, in-store engagement, and the increasing popularity of unisex and lifestyle-driven fragrances.

Hair care in the UK achieved another year of strong value growth in 2025, up 6%?to reach GBP2.4 billion, although growth moderated compared to 2024 as price increases softened. The growth in 2025 was underpinned by rising willingness among consumers to invest in both premium and masstige products. Salon professional hair care was among the more dynamic categories, with brands such as Kérastase benefiting from a shift in consumer priorities towards quality, long-term hair and scalp wellness, and

Sun care in the UK demonstrated strong momentum in 2025, with retail volume growth of 4% and current value sales increasing by 8%, indicating growing consumer willingness to spend on higher-value and more advanced sun protection solutions. Sun care continues to benefit from heightened consumer awareness and a growing emphasis on preventative health, despite the country’s relatively low year-round UV exposure.

Skin care in the UK delivered robust growth in 2025, with retail sales reaching GBP4.5 billion, up 8% on the previous year. This rate of growth was notably stronger than the preceding years, when value increases ranged between 4% and 6%. The market's expansion was supported by both rising consumer engagement and the influx of new, innovative brands, with Asian-founded brands such as APR Corp’s Medicube exemplifying the new pace of growth, having achieved over GBP10 million in additional e-commer

Men’s grooming in the UK recorded a strong performance in 2025, with sales increasing by 6%?in current value terms to reach GBP2.3 billion. The UK’s total population reached 69.1 million in 2025, with this continued upward trend supporting sustained demand for grooming products.

In 2025, bath and shower in the UK recorded 3%?current value growth for retail value sales to reach GBP1.2 billion. This performance was underpinned by a shift from basic functionality to premiumisation, as consumers increasingly looked for products that combined cleansing with holistic skin health and wellness benefits. Longevity and skinification are prominent, with brands marketing ingredients like salicylic acid – familiar from facial skin care and now featured in body washes. Q+A’s Salicyli

The baby and child-specific products space in the UK saw robust current value growth of 4%?to reach sales of GBP557 million in 2025, outperforming the previous year. This acceleration was largely underpinned by a combination of sharp price increases and a significant upswing in sun care product demand, as the UK experienced its warmest summer since 2018. With the overall population growing to 69.1 million in 2025, up from 68.7 million in 2024, the baby and child-specific products area benefitte

In 2025, mass beauty and personal care in the UK achieved notable current value growth of 6%, with retail sales reaching GBP9.0 billion, outpacing the performance in the previous year. The UK population continued its steady growth in 2025, with consumer expenditure also increasing, reflecting continued resilience despite macroeconomic headwinds. However, inflation remained elevated at 3%, sustaining price sensitivity and reinforcing trading down behaviour across many essential mass beauty and pe

Premium beauty and personal care in the UK recorded current value growth of 7% in 2025, reaching sales of GBP7.1 billion, signalling robust but stabilising expansion as inflationary pressures eased and consumers became more discerning in their spending. Compared to the more volatile post-pandemic rebound of previous years, 2025 saw a steadier performance, with growth largely underpinned by the appeal of everyday luxury and credible efficacy across premium offerings. Population growth continued a

Surface care in the UK experienced modest retail volume growth in 2025, alongside 3% value growth, reflecting a relatively stable market. Growth was not as strong as in previous years, suggesting market maturation. Multi-purpose cleaners performed particularly well, driven by its cost-effectiveness and convenience, as consumers increasingly preferred a single product for multiple cleaning tasks. As a result, multi-purpose cleaners was both the largest and best-performing category in 2025, record

The bleach market in the UK declined in both retail volume and retail value in 2025, with a 5% decrease in each. This decline was largely attributed to growing consumer awareness of sustainability, which negatively affected the category because bleach is inherently toxic and contains harmful chemicals.

In 2025, the dishwashing category in the UK experienced retail volume growth of 1%, which supported retail value growth of 2%. The category is driven by consumer necessity, as dishwashing products are essential household items for UK consumers. The median disposable income per household was GBP51,703 in 2025, indicating a relatively stable economic environment that supports consumer spending on essential items. The UK's urban population continued to grow, reaching 57.5 million in 2025, supportin

The home care market in the UK demonstrated resilience in 2025, with retail volume growth of 1% and retail value growth of 2%. Growth was driven by increasing demand for laundry care and air care products, which benefitted from health and wellness trends. Compared to regional performance, the UK home care market is relatively stable, with a focus on premiumisation and sustainability-driven innovation. The market is attractive due to sustained consumer demand for essential products, with a foreca

Laundry care experienced growth in both retail volume and value terms in 2025, as products remained in demand with consumers. The median disposable income per household in the UK was GBP51,703 in 2025, up from GBP49,405 in 2024, contributing to the ongoing growth of the laundry care market.

In 2025, both retail value and volumes for polishes continued to decline, consistent with trends observed throughout the review period. All subcategories experienced decreases, with furniture polish remaining the largest category. The overall polishes market in the UK recorded a retail volume of 9.8 million units, representing a 6% decline compared to the previous year, while retail value fell 4% to GBP75.6 million. The drop in shoe polish sales was a key factor contributing to the overall marke

In 2025, the toilet care category in the UK?experienced a 1% decline in retail volume, while retail value decreased by 2% to GBP246 million. Demand for toilet care remained low, with consistent declines in value and volume across all subcategories. The median disposable income per household in the UK was GBP51,703 in 2025, indicating a relatively stable economic environment. However, the standardised consumer confidence index was -0.6 in 2025. This negative sentiment likely contributed to the de

The air care category in the UK experienced 1% retail volume growth in 2025, which supported value growth of 3%. The category's performance was driven by fragrance innovation, with companies extending their product lines to include new scent varietals, often with mood-boosting properties. This trend is closely linked to the broader health and wellness movement, where consumers seek products that improve indoor air quality to create a 'sanctuary' at home.

In 2025, home insecticides in the UK recorded 2% growth in both current retail value and volume. This performance can be attributed to spray/aerosol insecticides, which grew in both retail value and volume terms, while the rest of the category struggled. The median disposable income per household in the UK reached GBP51,703 in 2025, up from GBP49,405 in 2024. The urban population also continued to grow, reaching 56.8 million, up from 56.3 million in 2024, likely supporting ongoing demand for hom

Tissue and hygiene in the United Kingdom registered a modest rise in retail current value sales in 2025, albeit largely in line with the 2024 performance. However, in a Western European context, the market tended to see higher levels of innovation and more premium launches. The environment remains attractive for brands able to balance premiumisation, sustainability and value, underpinned by rising consumer expenditure and a growing population, particularly relating to the 65-year-old-and-over co

Menstrual care in the United Kingdom in 2025 experienced a 1% rise in retail volume sales, reaching 4,124 million units. Meanwhile, retail current value sales expanded more quickly, rising to GBP460 million, with a 3% increase. Population growth underpinned a steady rise in demand, with the total population reaching 69.1 million in 2025 and the core menstruating age group (12-54-years-old) reaching 19.1 million, providing a large, stable consumer base for ongoing product innovation and segmentat

Nappies/diapers/pants in the United Kingdom continued to show slow retail volume growth in 2025, reaching 4,281 million units, up only 0.5% on 2024, reflecting the persistent impact of declining birth rates. The core challenge in the United Kingdom context is the shrinking population of the 0-4-year-old population, which fell by 2% to below 3.5 million in 2025, driving an inherent softness in volume demand. This demographic trend stands in contrast to some global and regional markets, where popu

In 2025, away-from-home tissue and hygiene in the United Kingdom saw a 1% current value sales increase to reach GBP790 million. This performance is consistent with a stabilising post-Coronavirus (COVID-19) pandemic environment, underpinned by the recovery of out-of-home activities. These include office attendance and travel, both of which are identified as crucial drivers in the market. While the pace of current value sales growth in both 2024 and 2025 was slower than the double-digit increases