Almost a quarter of facial skincare users in the US say they look for products with natural, organic ingredients – claiming they have sensitive skin – according to Mintel’s Global New Products Database (GNPD) based on results from between 1 January and 1 April of this year.

People who claim their skin is sensitive represent 25 per cent of total skincare users, compared to 15 per cent in 2009. Meanwhile, 71 per cent of facial skincare users say they are interested in ultra-gentle products.

Mintel estimates that sales of gentle/ sensitive products are more than US$202m (€148m, £118m) with the majority of sales being generated by the facial cleanser and facial moisturiser segments. Sensitive and gentle skincare products are also capturing a greater percentage of facial cleanser and moisturiser sales.

“While facial skincare products have typically highlighted the addition of ingredients such as vitamins and botanicals, the category appears to be moving toward highlighting what’s not in the formula – dyes, fragrance etc,” said Shannon Romanowski, a senior beauty and personal care analyst for Mintel. “This move toward gentle skincare is a reflection of consumers’ desire for performance combined with increased concern and awareness regarding what is being put on their skin.”

22 per cent of facial skincare users seek out products that are free from certain ingredients such as parabens or fragrances and 21 per cent are interested in items that are specifically designed for sensitive skin.

“While future growth is expected to remain slow, there are opportunities for more customised and convenience-driven product options.” Romanowski added. “Value-added products that enhance health and wellness, extend usage occasions, or tap into the convenience-driven mindset of male and multicultural shoppers stand to gain.”

“In addition, a consumer shift toward gentle skincare benefits also reflects an opportunity, especially among women and black consumers,” Romanowski concluded.