Seniors' Personal Care Behaviors & Occasions

Published by: Datamonitor

Published: Dec. 21, 2005 - 91 Pages

Table of Contents

CHAPTER 1 EXECUTIVE SUMMARY

Hot topic

The future decoded

The number of 50-plus consumers is rapidly rising

The number of personal care occasions amongst Seniors is increasing

Wellness concerns intensify with age

Time spent on personal appearance takes on added importance with age

The notion of 'real beauty' is especially important to older consumers

Seniors' appearance concerns are reflected by their beauty product consumption

Interpersonal channels will become increasingly important

Older consumers are increasingly experimental and open to new product technologies

Pampering is highly relevant to older consumers

Action points

Make Seniors inclusive of targeting efforts

Target older consumers with anti-ageing treatments

Target older consumers' core values with your marketing concept

CHAPTER 2 THE FUTURE DECODED

Introduction

Older consumers are driving many personal care categories

Recognize the Senior consumer as consisting of two main groups

TREND: The number of 50-plus consumers is rapidly rising

Empty Nesters are a key group within this age cohort

TREND: The number of personal care occasions amongst older consumers is increasing

INSIGHT: Wellness concerns intensify with age

Old age is a 'trigger point' for a greater emphasis being placed upon 'holistic health'

INSIGHT: Time spent on personal appearance takes on added importance with age

Time spent is to counter the visible signs of ageing

Key physiological changes occur around the Senior lifestage

Lower estrogen causes dermatologic changes in post-menopausal women

Male menopause (andropause) is becoming increasingly recognized

Consumers, especially mature individuals, are generally dissatisfied with their appearance

Consumer self-perceptions of beauty are low regardless of age

Older women in particular are dissatisfied with their personal appearance

Appearance dissatisfaction leads to lower self-esteem

Minority women tend to more readily accept the ageing process

INSIGHT: The notion of 'real beauty' is especially important to older consumers

Consumers of all ages identify an unrealistic standard for beauty

This has particular implications for older consumers

Consumers, especially mature ones, have a more complex ideology of beauty

Older consumers want to see more diverse, older and realistic characters used in advertisements

The use of older characters is well received and increasingly desired

Seniors' self-perception is shaped by their state of mind

Seniors typically feel 12-15 years younger than they actually are

Looking good for their age is the most important message

But their physical abilities also need to be considered

INSIGHT: Seniors' appearance concerns are reflected by their beauty product consumption

The range of beauty concerns is broad, but wrinkles and dryness dominate

The over 45s' per capita value consumption on beauty-focused products exceeds that of the under 45s

Senior consumers value the cosmetic function of make-up

Facial care drives Seniors' use of skincare products

Denture care dominates 50-plus consumers' oral hygiene consumption

The new breed of fashion conscious ageing consumers is under-targeted in haircare

INSIGHT: Interpersonal channels will become increasingly important

Consumers are overwhelmed by skincare and anti-ageing choice

Evidence shows that the phenomenon is inclusive of personal care

Older women are as confused as younger women when it comes to understanding their specific skincare needs

Seniors are also cynical about claims concerning personal care product efficacy

Seniors are cynical consumers of marketing spin generally

They are notably distrusting of personal care product claims

Word of mouth referrals are especially important for more complex personal care products

Because of their cynicism older consumers are more likely than average to rely on word of mouth

INSIGHT: Older consumers are increasingly experimental and open to new product technologies

It is a myth that older consumers do not embrace new ideas and new products

Seniors are not necessarily brand loyal and stuck in consumption patterns

There are country variances in this open-mindedness

Experimentation will be increased by offering customized products for mature consumers' specific needs

Seniors are open-minded towards the latest advanced innovations in personal care

Older consumers are increasingly amenable to the idea of 'beauty from within'

Oral beauty will be the next significant trend to go mainstream, especially if more mature consumers are attracted

Older consumers are increasingly willing to embrace cosmetic procedures

INSIGHT: Pampering is highly relevant to older consumers

Stress is a lifestyle problem also relevant to old age

Pampering occasions are an increasingly important component of the personal care market

Seniors are wealthy quality seekers, increasing their likelihood to pamper

Older consumers are likely to trade up when buying indulgent pampering products

High quality pampering products are also chosen to facilitate indulgent cocooning occasions

Older adults report problems with sleeping

Conclusions

CHAPTER 3 ACTION POINTS

Introduction

ACTION: Make Seniors inclusive of targeting efforts

Develop cosmetics and toiletries specifically for mature consumers

Use 'ageless marketing' to make older consumers inclusive

Case study: L'Oreal Men's Expert utilizing both tactics

ACTION: Target older consumers with anti-ageing treatments

Develop variants specifically formulated for mature, ageing skin

Target older consumers with advanced cosmeceutical offerings

Make older consumers a key target for oral beauty solutions

Recognize the threats and opportunities offered by food and drink companies

Introduce anti-ageing formulas outside of skincare

Target the growing interest among male Seniors to fight ageing

Older men also have important grooming needs

ACTION: Target Seniors' core values in your marketing

Connectedness: use scenes of interaction and social bonding in communications

Realism and honesty: use more diverse and authentic representations of beauty

Strike a balance between realistic and aspirational messages

Target older consumers' psychological age

Feature inspirational 'real-life' contemporaries from their generation: reality, not iconography, is likely to produce the best results

Realism and honesty: build word of mouth communication strategies to target older consumers

Getting trusted professional experts on board can help the WOM process

Realism and honesty: target the media savvy older consumer with 'infomercials'

Prioritize communication methods that facilitate detailed information

They want to see a focus on product efficacy

Self-sufficiency: create 'Senior friendly' packaging and product formats

Self-sufficiency: show Seniors as capable and sophisticated consumers

Communications should play to the positive values of maturity

Self-sufficiency: be careful in the use of language in advertising and packaging

Personal growth: portray Senior lifestyles positively and communicate their active enjoyment of life

Communicate their active enjoyment of life

Case-study: Poise focusing on an uplifting message

Respect their wisdom and experience

Individualism: ensure that products are marketed for their specific needs and preferences

Recognize the diversity of attitudes and needs of older consumers

ACTION: Target older consumers with indulgent, therapeutic variants

CHAPTER 4 APPENDIX

Supplementary data

Definitions

Research methodology

References

How to contact experts in your industry

List of Tables

Table 1: An overview of per capita personal care consumption value (US$) by age (over 45s vs. under 45s), by country, 2004

Table 2: Senior populations in Western Europe and the US, by age, and country, 1999-2009

Table 3: Empty Nesters as a percentage of all Seniors, 1999-2009

Table 4: Overall number of personal care occasions by age group, Europe and US, 2004-2009 (millions)

Table 5: Overall number of 50-plus year old personal care occasions by gender, Europe and US, 2004-2009 (millions)

Table 6: Overall number of 50-plus personal care occasions by age (50-64 and 65-plus), by country , 2004-2009 (millions)

Table 7: Analysis shows that older consumers aged 45-plus possess similar values and attitudes towards beauty as younger cohorts

Table 8: Importance of attributes in making a woman beautiful

Table 9: A profile of consumers' (over 45s vs. under 45s) make-up consumption as a % of market total and per capita value (US$), by country, 2004

Table 10: A profile of consumers' (over 45s vs. under 45s) skincare consumption as a % of market total and per capita value (US$), by country, 2004

Table 11: A profile of consumers' (over 45s vs. under 45s) oral hygiene consumption as a % of market total and per capita value (US$), by country, 2004

Table 12: A profile of consumers' (over 45s vs. under 45s) haircare consumption as a % of market total and per capita value (US$), by country, 2004

Table 13: The percentage of European and US respondents who agreed that there is now too much choice when making most purchase decisions, 2004

Table 14: European and US stress relief/pampering personal care market value, 2003-2008 (€m and US$m)

Table 15: The % of European and US consumers who enjoyed small indulgences to escape the pressures of everyday life 'more' or 'significantly more' in 2004

Table 16: Over 45s as a % of total population, 1999, 2004 and 2009

Table 17: A profile of consumers' (over 45s vs. under 45s) fragrances as a % of market total and per capita value (US$), by country, 2004

Table 18: A profile of consumers' (over 45s vs. under 45s) personal hygiene consumption as a % of market total and per capita value (US$), by country, 2004

Table 19: Percentage of personal hygiene market value consumption accounted for by 45-54 and 55+ year olds, by category and country, 2004

Table 20: Percentage of make-up market value consumption accounted for by 45-54 and 55+ year olds, by category and country, 2004

Table 21: Percentage of oral care market value consumption accounted for by 45-54 and 55+ year olds, by category and country, 2004

Table 22: Percentage of skincare market value consumption accounted for by 45-54 and 55+ year olds, by category and country, 2004

Table 23: Percentage of haircare market value consumption accounted for by 45-54 and 55+ year olds, by category and country, 2004

Table 24: Definition of terms

List of Figures

Figure 1: Per capita consumption of skincare, make-up, personal hygiene, oral hygiene, fragrances and haircare is notably higher for over 45s than under 45s in Europe and the US

Figure 2: Older consumers were most likely to have taken active steps to improve their health in 2003-04, highlighting how old age can act as a trigger point towards making new lifestyle choices

Figure 3: 50-64 year olds place the most importance on spending time on personal appearance

Figure 4: 50-64 year olds' relative dislike of their age can be accounted for by an innate fear of ageing and a desire to maintain a youthful appearance

Figure 5: European and US consumers are cynical of the popular portrayals of beauty/physical attractiveness

Figure 6: As consumers age they place more importance on advertising featuring characters of their own age

Figure 7: The average per capita (US$) make-up consumption value accounted for by the over 45s significantly exceeds that of under 45s per capita consumption

Figure 8: The average per capita (US$) skincare consumption value accounted for by the over 45s exceeds that of under 45s per capita consumption

Figure 9: The average per capita (US$) oral hygiene consumption value accounted for by the over 45s significantly exceeds that of under 45s per capita consumption

Figure 10: The average per capita (US$) haircare consumption value accounted for by the over 45s marginally exceeds that of under 45s per capita consumption

Figure 11: Consumers aged 50-64 are the most skeptical of product claims made by packaged goods players

Figure 12: Older consumers, distrusting of conventional media, are more likely than their younger counterparts to rely on word of mouth recommendations

Figure 13: Older consumers now embody open-minded attitudes and show a similar propensity to other age cohorts in trying new things

Figure 14: Older consumers, especially those aged 65 and over, attach more importance than younger cohorts to customized solutions tailored to specific needs

Figure 15: Fear of the visible signs of ageing will have the greatest influence on consumers' use of cosmeceuticals

Figure 16: Older consumers are marginally more likely to report that they will pay extra for cosmetics and toiletries with active ingredients for their special requirements

Figure 17: Stress is a lifestyle problem also relevant to old age

Figure 18: Older consumers are more likely to cocoon: they regard their home as a "retreat from the outside world"

Figure 19: L'Oreal's Men's Expert line highlights how older consumers can be targeted with an ageless and specific approach

Figure 20: There remains an opportunity to develop anti-ageing products for mature consumers specifically

Figure 21: These types of advanced cosmeceutical solutions can be aligned with the needs of the mature consumer

Figure 22: There are a number of leading-edge innovations that have rightly recognized that older consumers are an important target market for oral beauty solutions

Figure 23: There has been a proliferation of food and drink products which also offer beauty benefits

Figure 24: Marketers should seek to attract mature consumers with anti-ageing properties in products outside of skincare

Figure 25: There are under-exploited opportunities to target mature male consumers with grooming products

Figure 26: Marketers should ensure that products and communications are aligned with 5 core values

Figure 27: Being connected is an important aspect in making women feel beautiful which is another reason why connectivity is an important value to use in marketing communications

Figure 28: Older consumers' aspirational ages reflect their fear of ageing and desire to be younger

Figure 29: Images used in the Dove "Real Beauty" campaign capitalize on older consumers' desire for attainable beauty

Figure 30: The most effective marketing and advertising channels for personal care over the next five years will be non-traditional and new media

Figure 31: Skincare cosmeceuticals aimed at specific body parts will be more important over the next five years

Figure 32: Older consumers have an innate desire to pamper and indulge and products such as these can target them accordingly

Figure 33: The average per capita (US$) fragrances consumption value accounted for by the over 45s exceeds that of under 45s per capita consumption

Figure 34: The average per capita (US$) personal hygiene consumption value accounted for by the over 45s marginally exceeds that of under 45s per capita consumption

Abstract

• Comprehensive data highlighting the number and growth of personal care occasions accounted for by the Senior lifestage, by age, gender and country
• In-depth insight into Seniors' attitudes and behaviors regarding beauty and personal appearance
• Exhaustive review of best practice NPD and Senior focused personal care marketing campaigns from around the world
• Detailed Action Points pinpointing how to devise effective marketing concepts that will appeal to Senior consumers in Europe and the US

• Grow your market by recognizing Seniors' physical needs with regard to grooming, and emotive attitudes and needs with regard to beauty
• Maximise financial returns by effectively targeting the fastest growing demographic segment in Europe
• Access unique data highlighting the consumption (volume and value) accounted for by older consumers in key personal care markets and categories

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