Consumer Trends in the Skincare Market in the UK

Synopsis

This report provides the results for the Skincare market in the UK from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?
Marketers in the Skincare market in the UK face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Skincare market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
In a market characterized by set personal care routines and ingrained habits typically lasting a life time a key to longer terms success is the need to attract new customers and encourage consumption frequency. In the future the ability to target the specific trends that encourage consumers to switch either brands or categories will be key for future success.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The survey based data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Scope

Consumer survey data for the following specific categories: Body Care, Depilatories, Facial Care, Hand Care and Make-up Remover.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

Older Consumers represent over a quarter of the value share of the UK Skincare market. This is indicative of the UK having an aging population – Older Consumers represent 29% of the UK. Marketers should ensure that they target this demographic in order to avoid missing a large section of the available market.

Branded products account for just below 90% of the Skincare market across all categories, with Private Label products accounting for the remainder. This indicates that, in matters of Skincare, most consumers are Brand loyal; however there is a significant proportion for whom for the value for money provided by Private Label products is attractive. This is further supported by ‘Better Value for Money’ being a leading factor influencing consumption trends in the UK with 21.3% of consumers quoting this as important.

Urban Dwellers in the UK account for 74% of the Depilatory market but only 70% of the population. This indicates that Urban Dwellers are willing to spend more on these products than their Rural neighbors – a factor that needs to be accounted for in marketing campaigns.