A new global study by Kenvue—maker of household names like Neutrogena, Listerine, and Aveeno— and Kantar ( a data analytics company) reveals a notable shift in how consumers view personal care. Rather than focusing solely on appearance, an overwhelming 88% of global respondents now see daily routines as beneficial to their overall health and well-being
The study, conducted with Kantar in May 2025, surveyed over 10,000 people across countries, including India, the US, UK, Germany, France, Brazil, and China. Results show that 73% spend under 30 minutes per day on personal care, and strikingly, those dedicating at least 15 minutes daily report better health outcomes (45%) than those who don’t (31%).
Younger generations—Millennials and Gen Z—are spearheading this “prevention-focused” mindset, with many expressing regret for not beginning routines earlier. Regional breakdowns highlight notable differences: in the UK, 51% believe personal care notably impacts health, compared to only 27% in Germany and 36% in France.
In India, 75% of respondents echo the global trend, underscoring the health connection; moreover, 69% regret not starting routines sooner, and 45% see them as a way to prevent future health issues. Regarding sources of guidance, 62% of global consumers trust healthcare professionals the most, yet 80% turn to digital platforms for information. Social media influencers, while popular with younger users, are trusted by only about a third—mirroring the low trust in generative AI at roughly 31%.
James Cummings, VP of Global Consumer Insights at Kenvue, summarizes: “Consumers 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.”
