Consumers are looking beyond individual products and focusing on what works. Better skin, healthier ageing, more energy, less stress. To get there, they are combining skincare with supplements, treatments, devices, diagnostics and advice, often with little regard for where one category ends and another begins.

That changes the competitive set: A serum may now compete with a supplement. A skincare routine with a treatment. A beauty brand with a health platform, or piece of tech.

This move from Products to Systems is one of the most significant shifts Mintel has identified to date. Yet it sits alongside other powerful forces that are redefining authority, relevance and growth across consumer markets.

Download Mintel’s 2027 Global Predictions whitepaper to get ahead of the biggest force reshaping consumer behaviour across categories and creating new opportunities for relevance and growth. Then join our regional webinars to unlock the wider predictions outlook for beauty and personal care in your market.

The biggest threat to your brand may not come from a direct competitor.

For the first time, Mintel’s 2027 Global Predictions combines insights across Consumer, Beauty & Personal Care, Food & Drink, Household and Wellness to uncover how the shift from Products to Systems is transforming consumer expectations and reshaping competition.

As consumers build their own ecosystems to achieve better outcomes, category lines are blurring fast. Brands that once operated in entirely different sectors are now competing for the same role in consumers’ lives.

The question is no longer who’s in your category?

It’s who’s solving the same problem?

Download the whitepaper to uncover the opportunities, threats and white spaces taking shape beyond traditional market boundaries, before someone else claims them first.