Wellness Trends in Personal Care: How To Profit From The Health & Beauty Crossover

Published by: Datamonitor

Published: Mar. 17, 2006 - 87 Pages

Table of Contents

CHAPTER 1 EXECUTIVE SUMMARY

Introduction

The future decoded

Consumers are adopting a holistic health attitude

Wellness concerns are fueling the growth of natural personal care

Emotional and physical wellness concerns have increased for stress driven consumers

Physical appearance and body shape concerns are linked with wellness

Certain product categories and activities are more associated with wellness than others

Consumers have different attitudes regarding health and wellness

There are consumer driven barriers to wellness

Action points

Target emotional and physical wellness

Channel product development in categories with the greatest relevance

Ensure the selling environment creates a wellness experience

Invest considerable resource into consumer education initiatives

Offer natural/organic body care products linked to wellness

Adapt your communication in accordance with target group

CHAPTER 2 THE FUTURE DECODED

Introduction

Definition: wellness is the coming together of separate sub-trends

TREND: Consumers are adopting a holistic health attitude

Consumers are addressing the key dimensions associated with wellness

A focus on improving general health and wellness is evident

Wider initiatives are in place encouraging a more holistic wellness approach

Health and wellness increasingly involves a crossover with beauty

Shoppers co-ordinate nutritional health regimens with beauty practices

Consumers increasingly seek 'nutrition' from external applications

The idea of 'beauty from within' has stemmed from shoppers adopting a more holistic approach to health

The line between medical and cosmetic application has also become blurred

TREND: Wellness concerns are fueling the growth of natural personal care

Natural ingredients are perceived to complement wellness

The natural market is growing at a significant rate

Natural is a word with many positive connotations

INSIGHT: Emotional and physical wellness concerns have increased for stress driven consumers

Consumers report needs for emotional and physical wellbeing solutions

Stress and anxiety are increasingly prominent lifestyle factors

Consumers are increasingly pampering to reduce stress and boost wellbeing

Addressing work-life imbalance, which can negatively affect wellness behaviors, is now a key priority

Pampering occasions are growing in response to emotional wellness needs

Consumers are embracing new treatment methods for physical and emotional wellbeing

Consumers can feel guilty for taking time out to pamper themselves

'Cocooning' consumers want third-place wellness products in-home

Cocooning consumers want to bring wellness treatments home

Emotional wellness seekers will choose sensory loaded products

INSIGHT: Physical appearance and body shape concerns are linked with wellness

Time spent on personal appearance is increasing

Consumers are generally dissatisfied with their appearance

Consumer self-perceptions of beauty are low regardless of age

These negative self perceptions also intensify with age

Appearance (and age) dissatisfaction leads to lower self-esteem and sense of wellness generally

INSIGHT: Certain product categories and activities are more associated with wellness than others

Dietary and broader lifestyle issues are perceived to be most important in achieving a sense of wellness

Oral and personal hygiene are most associated with wellness

Personal hygiene products benefit from pampering/de-stressing credentials

Oral hygiene products benefit from a more direct association with broader medical health benefits

INSIGHT: Consumers have different attitudes regarding health and wellness

There are four types of wellness seekers

Women are typically more intensively focused on wellness issues

Females experience greater guilt from acting unhealthily

Females are more experimental and well-informed about new health solutions

Females health motives are more appearance focused

Female consumption in key wellness categories reflects the gender gap

Men have become more interested in wellness issues

Wellness products play an important identity building function for men

Wellness concerns intensify with age

Older consumers are driving many personal and health care categories

INSIGHT: There are consumer driven barriers to wellness

Consumers are skeptical of health information and health claims

Consumers lack trust in the specifics of product claims

Lack of trust will be a significant barrier to oral beauty wellness products

Consumers find it difficult to sustain wellness routines

Conclusions

There is a potential to develop a more holistic idea of beauty and health

Pursuing the natural channel will assist in targeting wellness seekers

Emotional and physical wellness concerns have increased

Appearance conscious consumers see beauty as important to wellness

Personal care issues are less important than other wellness dimensions

Consumer education and regaining trust are key industry issues

CHAPTER 3 ACTION POINTS

Introduction

ACTION: Target emotional and physical wellness

Develop products with therapeutic, mood-enhancing credentials

Place particular focus on the sensory benefits of products

Target the trend towards cocooning and bringing third places home

ACTION: Target holistic health seekers by leveraging the link between health and beauty

Channel wellness product development into categories with the greatest relevance

Exercise caution that the holistic positioning fits the brand

Develop products or concepts with broader wellness benefits

Show your commitment to wellness in your category by building relationships with the 'expert community'

Pursue opportunities in 'beauty from within'

Make education and advice a crucial marketing theme

Enhance credibility by promoting the need for complimentary topical care

Develop oral beauty solutions that address very specific problems

Explore the preferable delivery mechanism for ingested beauty products

Be aware of the growing array of functional beauty food and drinks

Merchandize personal care products with other health products

Position products against as many wellness dimensions as possible

ACTION: Ensure the selling environment creates a wellness experience

Attempt to create a wellbeing space

Work with retailers to create a more compelling wellness area

ACTION: Invest considerable resource into consumer education initiatives

Make more information available via company websites

Use the Internet to develop new 'online communities' for holistic information

Invest time in improving information provision at retail outlets

Information provision may require a more selective distribution strategy for more complex products

Become an information source for healthy living

Become a healthy lifestyle information provider, especially for health sensitive groups

Promote and educate through wellbeing focused sources and events

ACTION: Offer natural/organic body care products linked to wellness

Promote natural personal care products as being healthy

Focus on the unique aroma profiles of natural products

Combine the benefits of nature and science

Make verifiable claims about natural products

There is no legal definition of what constitutes a natural product

ACTION: Adapt your communication depending on which group you are targeting

CHAPTER 4 APPENDIX

Definitions

Research methodology

References

Future readings

Report writing team

How to contact experts in your industry

List of Tables

Table 1: Oral Beauty Products market value by country, 2000-2010 (US$ m)

Table 2: Cosmeceuticals market value by country, 2000-2010 (US$ m)

Table 3: Cosmeceuticals market value by product market, Europe and US, 2000-2010 (US$ m)

Table 4: Naturals % share of overall personal care market, 2000-2010

Table 5: Total value of European and US natural personal care markets, 2000-2010 (US$ bn)

Table 6: European and US stress relief/pampering personal care market value, 2005-2010 (US$ m)

Table 7: Consumer survey: the extent to which consumers use personal care products to relax and unwind, 2006

Table 8: Consumer survey: the percentage of consumers who think that it is important to spend time on personal appearance, by country, age and gender, 2004

Table 9: Consumer survey: the percentage of consumers who reported that they spent more time on their personal appearance in 2004 than 2003, by country, age and gender

Table 10: Consumer survey: the TWO most important motivations/benefits when purchasing differing personal care products, 2006

Table 11: Segmenting consumers by wellness attitudes, by country and segment (Holistic Seekers, Disregarders, Instant Gratifiers and Regulars), 2005

Table 12: The number of Holistic Seekers, Disregarders. Instant Gratifiers and Regulars) aged 15-plus (millions), 2005

Table 13: The percentage of consumption accounted by females in OTC healthcare, vitamins & minerals, oral hygiene and personal hygiene, by country, 2004

Table 14: Consumer survey: wellness attitudes and consumption behaviors among men and women

Table 15: European and US men's personal care usage market value (US$ m), 2005-2010

Table 16: The percentage of over the counter (OTC) healthcare products value consumed by 45-plus year old consumers, 2004

Table 17: The level of trust consumers have in various claims made by cosmetics and toiletries players, by country, 2004

Table 18: Consumer survey: attitudes towards oral beauty products

Table 19: Consumer survey - non-adopters' reasons for non-adoption of health and beauty regimes

Table 20: Consumer survey: relevance of various personal care categories in helping to achieve a sense of wellness

Table 21: European and US consumer and industry opinion concerning the influence of various factors on (re)gaining consumer trust

Table 22: Definition of terms

List of Figures

Figure 1: Wellness is best thought of not as a trend in its own right, but as a number of related trends and behaviors

Figure 2: Consumers are increasingly focused on improving their health

Figure 3: 40% of consumers consider improving their health to be 'very important' with minimal variation by gender

Figure 4: Consumers are adopting positive attitudes to health and wellness by making wider lifestyle adjustments

Figure 5: Consumers are conscious of the link between diet and appearance and the importance that grooming plays in achieving a feeling of wellness

Figure 6: The importance placed on reducing stress levels increases with age, although there are minimal gender differences

Figure 7: Nine out of 10 consumers in Europe and America consider it important to reduce stress levels

Figure 8: Pampering occasions are relevant to the high number of consumers looking for ways to escape the pressures of everyday life

Figure 9: There is a gap between consumers attitudes and need for escaping the pressures of everyday life and actually acting upon those needs

Figure 10: A cocooning mentality is evident among European and US consumers thereby creating an environment where they seek to bring the public experience into the home

Figure 11: European and US 50-64 year olds place the most importance on spending time on personal appearance

Figure 12: Consumers deem dietary, occupational and social factors as being most important in achieving wellness

Figure 13: Consumers consider personal and oral hygiene products to be the most relevant in helping to achieve a sense of wellness

Figure 14: Less than one-third of consumers across Europe and the US had a 'holistic' approach to wellness in 2005

Figure 15: Older consumers were most likely to have taken active steps to improve health in 2003-04, highlighting how old age can act as a trigger point towards making new lifestyle choices

Figure 16: Stress is a lifestyle problem also relevant to old age

Figure 17: The importance of spending time on personal appearance increases with age

Figure 18: 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 19: Only 33% of European and US consumers consider cosmetic and toiletry companies to be trustworthy

Figure 20: Consumers are skeptical about the benefits of oral beauty products despite indicating a willingness to experiment

Figure 21: Products that possess mood enhancing credentials have a natural association with wellbeing and are well placed to capitalize on the wellness trend

Figure 22: There are many different approaches that marketers can adopt to leverage the sensory appeal of products

Figure 23: Products that tap into the cocooning trend can be effectively targeted towards wellness seeking consumers

Figure 24: More than 50% of consumer indicate a willingness to try oral beauty products if convinced by the benefits

Figure 25: Examples of oral beauty solutions around the globe: each should be promoting the promoting the need for complimentary topical care to gain credibility

Figure 26: The notion of beauty from within could also be a threat to personal care players

Figure 27: Linking personal care products with other wellness products, especially those related to diet and nutrition, can boost the wellness credentials of a product

Figure 28: Non-brand owned retail space can also be made more compelling from a wellness perspective

Figure 29: Interactive education is one way to effectively communicate product benefits and overcome consumer skepticism

Figure 30: There are various ways to enhance the wellness credentials of natural products

Abstract

• Insightful primary and secondary survey data conveying the key trust-orientated issues for consumers
• Detailed analysis of consumer attitudes regarding key trust issues across the packaged goods sectors and the influence of these of buying behavior
• Exhaustive review of NPD and marketing campaigns utilizing best-practice principles of trust building branding
• Detailed Action Points pinpointing how to devise effective marketing concepts that will help to (re)build trust

• Obtain a comprehensive understanding of the key issues influencing the impact of wellness in personal care
• Recognize which products and occasions consumers most associate with a sense of wellbeing
• Identify which consumer groups to target and consumers perceive and act upon the health and beauty crossover

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