Personal Care Share Shifts: Vitamins, Bath & Body, and Deodorant Trends

Download our latest report for a data driven look at how retailer share shifts, targeted supplement growth, and hydration led innovation are redefining Personal Care in 2025.

Personal care is being reshaped by marketplace expansion, targeted supplement growth, hydration led innovation, and shifting retail dynamics. Shopper spend continues to reallocate across retailers, brands, and product formats, driving measurable changes in share across key categories.

This report breaks down where share is moving and which strategies are gaining traction among beauty shoppers.

In this report, you’ll get:

• Marketplace share shifts in vitamins, minerals, and supplements
• Targeted supplement growth among beauty shoppers
• Brand share reallocation toward performance and hydration players
• Bath & body retailer share shifts across Amazon and club channels
• Lotion mix changes and deodorant consolidation across leading brands

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