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Understanding New Personal Care Behaviors & OccasionsPublished by: Datamonitor Published: Dec. 29, 2006 - 98 Pages Table of ContentsTABLE OF CONTENTS CHAPTER 1 EXECUTIVE SUMMARY 3 Hot topic 3 The future decoded 3 Action points 5 CHAPTER 2 THE FUTURE DECODED 15 Introduction 15 Defining personal care occasions 15 TREND: Consumer spend on personal care is growing 15 The US market is gaining pace compared to Europe 16 Make-up and haircare are growing the fastest 19 TREND: Personal care spending is growing faster than usage 22 Everyday occasions dominate spending 23 Total personal care occasions are experiencing limited growth 25 Consumers are trading up and becoming more specific rather than increasing purchase volume 27 TREND: Aging populations and ‘fast-aging’ kids are having a profound affect on personal care usage and occasions 29 Older consumers account for a growing proportion of personal care usage and occasions 31 Growth of kids personal care spend and usage exceeds that of most adults 34 INSIGHT: Personal care consumers can be grouped into three distinct attitudinal/behavioral groups 37 A high proportion of consumers fall into the ‘carefree’ segment 37 Personal care consumers vary by their willingness to act on concerns 39 INSIGHT: The intensity of personal care concern varies by the nature of the problem 42 Personal appearance is increasingly important to todays’ consumers 42 Body odor and body shape are what consumers are most concerned about 45 Skin dryness is the most important problem facing skincare consumers 46 Consumers are generally dissatisfied and/or lacking confidence in their appearance 47 INSIGHT: Wellness is becoming an important aspect of personal care consumption 50 Wellness concerns are fueling the growth of natural personal care 50 Consumers are increasingly pampering with personal care products to reduce stress and boost wellbeing 52 INSIGHT: Male grooming is less important than hyped 58 Females still account for a higher proportion of personal care occasions 61 Male spend is less than half that of females in Europe and the US 63 Conclusions 66 CHAPTER 3 ACTION POINTS 68 ACTION: Target the three types of personal care consumers 68 Encourage trading up of occasions by offering more convenient, multi-functional or better performing products 69 Target the ‘concerned skeptics' with trust orientated marketing approaches especially focused on product efficacy 71 Target the 'proactive remedy seekers' with premium, high-value personal care solutions 73 Target the 'carefree avoiders' with image-free infomercials 75 ACTION: Target men and women with separate marketing strategies 77 Continue targeting women as the primary personal care consumer 77 Recognize gender differences in personal care needs 78 Support the empowerment of women with societal marketing 79 Target female friendly media 79 Target the contrasting male consumer with a segmented approach 81 ACTION: Place more emphasis on attracting mature consumers 83 Develop cosmetics and toiletries specifically for mature consumers 83 Use ageless marketing to make older consumers inclusive of targeting efforts 85 ACTION: Develop the link between personal care and health & wellness 86 Channel wellness product development in categories with the greatest relevance 86 Develop products with therapeutic, mood-enhancing credentials 87 Develop new natural/organic brands and link them to wellness 88 CHAPTER 4 APPENDIX 90 Supplementary data 90 Definitions 96 Research methodology 97 How to contact experts in your industry 98 LIST OF TABLES Table 1: Overall personal care spending by country (US$ m), 2000-2010 17 Table 2: Personal care spending per head by country (US$ per head), 2000-2010 18 Table 3: Personal care spending by category (US$ m), 2000-2010 21 Table 4: Personal care spending per head by category (US$ per head) 22 Table 5: Personal care spending by occasion type (US$ m), 2000-2010 24 Table 6: Overall number of personal care occasions by type of occasion, Europe & US, 2000-2010 (billions) 26 Table 7: Overall number of personal care occasions by product market, Europe & US, 2000-2010 (billions) 29 Table 8: Europe & US share of personal care spending (%), by age group, 2000-2010 33 Table 9: Europe & US share of personal care occasions (%), by age group, 2000-2010 34 Table 10: Value of personal care consumption by age group (US$ m), Europe and the US 2000-2010 35 Table 11: Europe & US share of personal care market by product market (% value) by age group, 2005 36 Table 12: Consumer survey: the percentage of consumers who think that it is important to spend time on personal appearance, by country, age and gender, 2004 43 Table 13: 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 44 Table 14: Consumer survey: the percentage of consumers who reported that they spent more time on their personal appearance in 2006 than 2005, by country, age and gender 45 Table 15: Consumer survey: the percentage of consumers who reported that they were concerned about and are actively tackling personal care issues, US & Europe, 2006 46 Table 16: Consumer survey: the percentage of consumers who reported that they were concerned about and are actively tackling skin dryness, US & Europe, 2006 47 Table 17: Analysis shows that older consumers aged 45-plus possess similar values and attitudes towards beauty as younger cohorts 49 Table 18: Ranked importance of attributes in making a woman beautiful 49 Table 19: Proportion of consumers who have deliberately avoided certain cosmetics and toiletries because of fears over certain ingredients over the last year, US & Europe, 2006 50 Table 20: Proportion of consumers who have sought cosmetic and toiletry products that have natural ingredients or properties over the last year, US & Europe, 2006 51 Table 21: Motivators for the use of natural personal care products (% survey respondents citing) 52 Table 22: Proportion of consumers who have deliberately sought out cosmetics with calming or therapeutic ingredients or properties US & Europe, 2006 53 Table 23: Motivation for pampering sessions, by gender, Europe (% respondents) 2005 53 Table 24: Consumer survey: the extent to which consumers use personal care products to relax and unwind (% respondents) Europe & US, 2006 56 Table 25: Number of female personal care occasions (billions), US & Europe, 2006 62 Table 26: Number of male personal care occasions (billions), US & Europe, 2006 62 Table 27: Number of overall personal care occasions (billions), US & Europe, 2006 63 Table 28: Personal care value of consumption by gender (US$m), US & Europe, 2000-2010 64 Table 29: Share of personal care market value by gender (% value), US & Europe, 2006 64 Table 30: Male personal care sales by country (US$m), Europe, 2000-2010 65 Table 31: Female personal care sales by country (US$m), Europe, 2000-2010 65 Table 32: Value of consumption by gender and country (US$ m) 2000-10 90 Table 33: Value of consumption by category and country (US$ m) 2000-10 91 Table 34: Value of consumption by occasion type and country (US$ m) 2000-10 93 Table 35: Value of consumption by age and country (US$ m) 2000-10 95 Table 32: Definitions of terms 97 LIST OF FIGURES Figure 1: Growth in personal care is strongest in the smaller Western markets 16 Figure 2: Personal appearance concerns and specific individual needs drive the haircare, make-up and skincare markets 20 Figure 3: Skincare has been a focal point for trading up to high value cosmeceuticals 28 Figure 4: Personal care occasions are growing strongest amongst Children and Seniors in the US and Europe 30 Figure 5: Seniors and late Mid-lifers dominate personal care spending in Europe in 2005 32 Figure 6: The US mirrors the European trend for an aging population influencing the majority of personal care spend in 2005 32 Figure 7: Proportion of consumers who are unconcerned by personal care beyond basic hygiene concerns, US & Europe, 2006 38 Figure 8: Proportion of consumers who are concerned by personal care problems beyond basic hygiene concerns and are taking action, US & Europe, 2006 40 Figure 9: Proportion of consumers who are concerned by personal care problems beyond basic hygiene concerns but are taking no action, US & Europe, 2006 41 Figure 10: Change in reported time spent on personal care, US & Europe, 2004 & 2006 44 Figure 11: The bathroom is a zone consumers increasingly associate with wellness - the actions consumers are taking in the bathroom reflect their increased focus on wellness and as a result so must manufacturers. 55 Figure 12: Consumers consider personal and oral hygiene products to be the most relevant in helping to achieve a sense of wellness 58 Figure 13: It is important to recognize men as complex, diverse individuals with varying needs and attitudes towards grooming 59 Figure 14: The three types of personal care consumers: how to target their specific needs 69 Figure 15: Convenience, Performance and Wellness are the overlapping themes underpinning consumers’ personal care needs 70 Figure 16: Leverage the product attributes and communication cues that consumers perceive as trustworthy 72 Figure 17: Promoting authentic images of beauty enhances consumer trust: Dove’s successful Campaign for Real Beauty 73 Figure 18: Two phases characterize successful viral and word of mouth campaigns 75 Figure 19: Example of convenience and multifunctionality with appeal to ‘carefree avoiders’ - Rude Man Hair Soap Bar 76 Figure 20: Themes of sociability/connectedness are important in targeting women 78 Figure 21: Women more frequently tell others about the products they consume 80 Figure 22: Marketing focus can be manipulated to appeal to both specific male subgroups and crossover consumers 82 Figure 23: Take opportunities to develop anti-aging products for mature consumers specifically 84 Figure 24: Wellness product examples in personal care 87 Figure 25: Stress relief has potential as an NPD area across personal care 88 AbstractIntroductionAttitudes and behaviors to personal care are evolving as a number of mega-trends impact upon consumers' routines. Although consumers are not expanding their repertoire of personal care occasions, there is significant room to encourage consumers to trade up their regimes to higher value occasions as the dynamics between different consumer groups change and emerging need states develop. Scope Personal care markets quantified by occasion and spending: fragrances, make-up, haircare, oral hygiene, personal hygiene and skincare A unique survey of personal care behaviors was conducted with 6,000 consumers across the US and Europe during June 2006 In-depth analysis and consumer segmentation of all personal care occasions and spending revealing unmet needs and key consumer insights Detailed action points offering practical strategies based on the trends and insights analyzed in the report Highlights Personal care spending is growing faster than usage. Many personal care occasions are part of the daily routine already with little room for additional growth. Consumers are not necessarily increasing their volume of purchases but are open to trading up, seeking convenience, multifunctionality, indulgence and natural efficacy, purity and safety. 'Proactive remedy seekers' are those who are concerned about many personal care concerns beyond basic hygiene and are doing something about it. Spain has a high proportion of consumers who fit into this segment (36%). Such consumers are more likely to be female, Young Adults, and educated to a higher level than the average consumer. The haircare category is well placed to benefit from the natural and cosmeceutical trends. Haircare is both a necessity and a luxury, unlike make-up or fragrances. This gives it an opportunity to leverage the everyday market in a premiumized direction where little room exists for increasing sales through consumer penetration. Reasons to Purchase Obtain comprehensive data mapping personal care occasions and their value, consumer groups and product markets Uncover the personal care issues consumers are most concerned about and where the marketing 'sweet spot' in targeting these concerns lies Improve your marketing strategy by targeting the most profitable occasions and their accompanying need state Get Full Details About This Report >> |
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