Quora Insights

Personal Care Market Trends & Quora Audience Insights

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The personal care and household cleaning supplies markets are fast evolving, driven by consumer demand for sustainability, personalization, and transparency. Younger consumers, in particular, prioritize brands that align with their values. This blog explores global trends, current advertising strategies, and how brands can effectively engage audiences on Quora to gain a competitive edge.

Global personal care & household cleaning supplies market statistics & trends

The market for household cleaning supplies and personal care products is experiencing steady growth. According to The Business Research Company, the household cleaning products market is estimated to grow from $116.76 billion in 2023 to $126.64 billion in 2024, marking a growth rate of 8.5%. This trajectory is expected to continue, reaching approximately $178.3 billion by 2028. The personal care market, which was valued at $165.85 billion in 2024, is projected to grow to $252.79 billion by 2032, at a CAGR of 5.4%, according to Polaris Market Research.

The personal care and household cleaning industries are experiencing growth driven by AI-powered innovations, heightened health and hygiene awareness, and a strong shift toward sustainability. Consumers increasingly demand eco-friendly, non-toxic products, with 57% of global internet users willing to pay more for sustainable options. Notably, Quora users lead this trend, with 67% prioritizing eco-friendly products, reflecting their forward-thinking approach to sustainability.

Based on the GWI Core Q1 and Q2 2024 surveys of 478,433 participating global internet users, aged 16-64.

$648 Billion

Estimated revenue of the Beauty & Personal Care market worldwide in 2024

$271 Billion

Global household cleaning products market sales revenue in 2024

77%

Projected growth in health and beauty eCommerce sales from 2021 to 2026

$16.94 Billion

Global market size of men’s skincare products

Statista

Cognitive Market Research

Exploding Topics

GlobeNewswire

Personal care & household cleaning supplies advertising market

The digital advertising market for personal care and household cleaning products is expanding. According to a report by eMarketer, the CPG industry will spend nearly $50 billion on digital ads this year with strong growth expected, driven majorly by the cosmetics and toiletries subcategories.

Brands must maintain an engaging online presence, create personalized experiences, and participate in relevant conversations to stay top of mind in a saturated market. Beauty brands can boost trust and drive purchase intent by leveraging user-generated content and reviews in their digital ads.

34%

of the total ad spend in the beauty industry is dedicated to digital advertising

37%

of consumers discover new cosmetic brands through social media ads

75%

of consumers are willing to pay more for a personalized shopping experience

74%

of consumers are more likely to purchase from a brand that includes customer reviews on its website

62%

of consumers like brands that have user-generated content (eg: photos of real consumers using the products)

Social Samosa, Exploding Topics

Demandsage

Nosto

Personal care & household cleaning – digital advertising trends

In 2024, the personal care and household cleaning supplies sectors are thriving, driven by consumer demand for sustainability, personalizationand transparency. To succeed, brands must stay ahead of digital trends, understand consumer preferences, and effectively communicate how their brand satisfies consumers’ evolving needs.

Here are some key trends shaping advertising strategies in the sector.

Engaging audiences with video content

Video storytelling thrives on Quora, where tutorials, demos, and real-life use cases drive engagement. Advertisers can use video ads to highlight product benefits while addressing the specific questions and concerns of Quora’s active user base.

Sustainability messaging that resonates

Quora users actively seek information on sustainable living and as we learned before, two-thirds of Quora users say they are willing to pay more for eco-friendly products. Brands can position themselves as eco-conscious leaders by sharing content that emphasizes sustainable practices, transparent sourcing, and eco-friendly innovations.

AI-driven personalization

Quora’s targeting capabilities, powered by user intent, allow for highly personalized ad experiences. Advertisers can deliver tailored messaging based on user behavior and interests, ensuring relevance and driving conversions.

Storytelling through user intent

Quora’s unique ad formats let advertisers align their campaigns with consumer intent. Whether through Promoted Answers or targeted ads, brands can share stories that directly address user queries, fostering trust and driving action.

By embracing these strategies, personal care and household cleaning brands can create impactful campaigns that align with consumer values and drive long-term loyalty.

Quora Ads in Action: Allies of Skin

Thought leadership through authentic Promoted Answers

Allies of Skin leverages Quora’s Promoted Answers to provide expert skincare insights while subtly showcasing their science-backed products to a community of engaged and informed beauty enthusiasts

Quora global personal care and household cleaning supplies audience stats

US

Popular personal care & household cleaning supplies topics on Quora in the US

Skin Care

500K Followers

467K Questions

Makeup

181K Followers

6K Questions

Dental Hygiene

174K Followers

105K Questions

Toothpaste

18K Followers

15K Questions

Hair Care

400K Followers

291K Questions

Hair Products

86K Followers

128K Questions

Hygiene

168K Followers

220K Questions

Personal Hygiene

43K Followers

183K Questions

Laundry

113K Followers

49K Questions

Housecleaning

53K Followers

15K Questions

Based on Internal Quora Data

Y-o-Y % growth in engagement on topics related to personal care and household cleaning supplies on Quora in the US

Based on Internal Quora Data. Figures represent the percentage change in upvotes from October 2023 to October 2024.

58%

of Quora users prefer to shop online

35%

are interested in beauty and cosmetics

60%

would pay more for a brand they know

67%

would pay more for an eco-friendly product

49%

would rather buy from local or independent retailers than from big retailers

Based on the GWI Core Q1 and Q2 2024 surveys of 4,049 participating Quora users, aged 16-64, in the US.

Europe