consumers, especially younger generations are redefining personal care as preventive care
The findings from A New View of Care demonstrate a cultural shift: personal care routines are now fundamental to overall health and well-being. While social media trends often spotlight elaborate regimens, most consumers prefer simple, consistent, and science-backed approaches that deliver both physical and emotional benefits. For Kenvue, this presents a powerful opportunity to empower consumers with straightforward, trusted solutions that integrate seamlessly into everyday life.
“Today’s consumers—especially younger generations—are redefining personal care as preventive care,” said James Cummings, Vice President, Head of Global Consumer Business Insights, Kenvue. “They are proactive about their health and demand science-backed solutions that align with their values. Simplicity and consistency are the most powerful tools we can offer them.”
Manish Anandani, Managing Director, Kenvue India said, “In the recent times, we have seen Indians becoming more conscious about all aspects of their health, proactively embracing preventive and personal health routines. The findings from A New View of Care report reinforces this trend, that 75% Indians feel their personal care contribute to their overall health. Going forward, Indian consumers are likely to spend more time as well as money on their personal care routines vis-à-vis the global average. As health moves outside of the medicine cabinet and becomes part of consumer’s daily routines, we are committed to providing them with trusted, science-backed and HCP recommended products to serve their evolving needs.”
This global study was conducted by Kantar, the world’s largest marketing data and analytics company, on behalf of Kenvue. A 15-minute online quantitative survey was fielded in May 2025 among 10,145 consumers. Research was conducted in 10 countries across four continents: the United States, Canada, Brazil, Mexico, the United Kingdom, Germany, France, China, India, and Japan. This multi-country approach points to similarities and differences in attitudes and behaviors of personal care routines and their impacts on health and well-being across geographic regions.