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Changing Personal Care Behaviors & OccasionsPublished by: Datamonitor Published: Mar. 22, 2004 - 75 Pages Table of ContentsTABLE OF CONTENTS CHAPTER 1 EXECUTIVE SUMMARY 3 Hot topic 3 The future decoded 3 Action points 3 CHAPTER 2 THE FUTURE DECODED 3 Introduction 3 Key challenges require a new approach 3 Overall market context 3 Naturals 3 Key consumer groups are emerging 3 Demographics and their impact on personal care 3 Personal care consumption occasions 3 Personal care will remain female-dominated 3 Lifestages: not all are effectively targeted 3 Most personal care occasions are simply part of a daily routine 3 Growth in skincare and make-up occasions outstrips others 3 Personal care market values by type of occasion 3 Value of usage by occasion 3 Male grooming 3 Men spend more on haircare than on any other type of product 3 Changing male attitudes to personal care 3 Metrosexuality is not as widespread as the industry would like 3 Teenagers 3 Belonging and individuality - the key need states 3 The importance of fun 3 The search for maturity 3 Seniors 3 Seniors are the largest and most valuable consumer group 3 Seniors are a more difficult group to target 3 Personal care on-the-go 3 The staying away-from-home occasion 3 Personal care on-the-move 3 Personal care and stress-relief 3 The search for stress-busting products 3 Frequency of pampering at home 3 Natural personal care 3 What consumers want from natural personal care 3 Credibility of natural personal care 3 Warning: the case of aromatherapy 3 Conclusions 3 CHAPTER 3 ACTION POINTS 3 Introduction 3 Advertise to teenagers by focusing on their motivations 3 Make realistic claims regarding product functionality 3 Target seniors with products suited to their needs 3 Harness the potential of online prestige cosmetics sales 3 A complementary distribution channel 3 Online sales broaden the appeal of prestige cosmetics 3 Use skincare to encourage evolution in male grooming 3 Adapt your marketing language for men 3 Target young affluent males through duty free channels 3 Make the distinctive properties of natural products clear 3 Make offerings more attractive to people on-the-move 3 Ease of application is key in on-the-move personal care 3 Skincare products should be available in single use packages 3 Encourage premiumization with “masstige” positionings 3 Consumers are trading up from mass to masstige brands 3 Mass brands are being given prestige characteristics 3 Target “beauty from within” 3 Cosmeceuticals and skingestibles 3 CHAPTER 4 APPENDIX 3 Supplementary data 3 Population by gender 3 Population by lifestage group 3 Number of occasions by product market 3 Number of occasions by type of occasion 3 Number of occasions by lifestage 3 Definitions 3 Research methodology 3 Relevant links 3 How to contact experts in your industry 3 LIST OF TABLES Table 1: Overall personal care market value by country, 1998-2008 (€m and US$m) 3 Table 2: Naturals % share of overall personal care market, 1998-2008 3 Table 3: Total value of natural personal care market, 1998-2008 (€bn and US$bn) 3 Table 4: Population by lifestage group, Europe and US, 2003-2008 (millions) 3 Table 5: Overall number of personal care consumption occasions by gender, Europe and US, 1998-2008 (billions) 3 Table 6: Overall number of personal care occasions by age group, Europe and US, 2003-2008 (millions) 3 Table 7: Overall number of personal care consumption occasions by type of occasion, Europe and US, 2003-2008 (billions) 3 Table 8: Overall number of personal care occasions by product market, Europe and US, 2003-2008 (billions) 3 Table 9: Personal care market value by type of occasion, Europe and US, 2003-2008 (€m and US$m) 3 Table 10: Value of usage per occasion by type of occasion, Europe and US, 2003-2008 (€ and US$) 3 Table 11: Men’s usage of personal care by product market, Europe and US, 2003-2008 (€m and US$m) 3 Table 12: Penetration of make-up and skincare products amongst female teenagers by country, 2003 3 Table 13: Total value of on-the-move personal care, 1998-2008 (€m and US$m) 3 Table 14: Personal care and/or bath products used during pampering session, by gender, Europe (% respondents) 3 Table 15: Motivation for pampering sessions, by gender, Europe (% respondents) 3 Table 16: Motivators for the use of natural personal care products 3 Table 17: Barriers to use of natural personal care products by non-users 3 Table 18: Population by gender, Europe and US, 2003-2008 (millions) 3 Table 19: France: population by lifestage group, 2003-2008 (millions) 3 Table 20: Germany: population by lifestage group, 2003-2008 (millions) 3 Table 21: Italy: population by lifestage group, 2003-2008 (millions) 3 Table 22: Netherlands: population by lifestage group, 2003-2008 (millions) 3 Table 23: Spain: population by lifestage group, 2003-2008 (millions) 3 Table 24: Sweden: population by lifestage group, 2003-2008 (millions) 3 Table 25: UK: population by lifestage group, 2003-2008 (millions) 3 Table 26: Other Europe: population by lifestage group, 2003-2008 (millions) 3 Table 27: US: population by lifestage group, 2003-2008 (millions) 3 Table 28: Number of personal care consumption occasions by product market by country, 2003-2008 (billions) 3 Table 29: Number of personal care consumption occasions by type of occasion by country, 2003-2008 (billions) 3 Table 30: Number of personal care consumption occasions by type of occasion by country, 2003-2008 (billions) 3 Table 31: Number of personal care consumption occasions by type of occasion by country, 2003-2008 (billions) 3 Table 32: Number of personal care consumption occasions by lifestage group by country, 2003-2008 (billions) 3 Table 33: Number of personal care consumption occasions by lifestage group by country, 2003-2008 (billions) 3 LIST OF FIGURES Figure 1: Overall personal care market value by country, 1998-2008 (€m) 3 Figure 2: Defining natural personal care 3 Figure 3: Overall personal care market value by type of occasion, Europe and US, 2003-2008 (€m) 3 Figure 4: Queer Eye for the Straight Guy: bringing metrosexuality to the mainstream 3 Figure 5: Sephora Girls: designer personalities in bottles 3 Figure 6: Fun and discrete: examples of teen-focused NPD 3 Figure 7: The Mary-Kate and Ashley brand: a textbook example of marketing personal care to teenage girls 3 Figure 8: L’Oréal’s use of older models to target Seniors 3 Figure 9: Examples of NPD in male-specific skincare 3 Figure 10: Examples of on-the-move personal care NPD 3 Figure 11: Examples of personal care packaging ideal for on-the-move use 3 Figure 12: Examples of skingestibles and cosmeceuticals NPD 3 AbstractIntroductionEuropean and North American consumers spent US$65.2bn (€73.8bn) on personal care products in 2003. The bulk of products purchased are used as part of an everyday grooming routine is and this “occasion” will remain the most important in the future, however there are a number of much faster growing types of occasion arising from emerging need states, evolving attitudes and demographic shifts. Scope Comprehensive map of personal care occasions and their value, consumer group and product markets and types of occasions. In-depth exploration of new and emerging need states, consumer attitudes and growing niche markets. Actionable recommendations to capitalize on the derived consumer trends and insights into the personal care market. Report Highlights In 2003, Seniors accounted for almost 40% of all European personal care consumption occasions, almost eight times as many as those generated by teens. This increasingly important consumer group must be understood and targeted by manufacturers. Everyday use of personal care products as part of a health, beauty and personal hygiene regime accounts for the vast majority of personal care consumption occasions. In 2003, regimes and routine use of personal care products accounted for 92.9% and 93.5% of all occasions in Europe and the US respectively. Teens want to create a distinct "look" or identity for themselves, yet without being considered to be "outside the norm". Reasons to Purchase Understand the growing and emerging need states of consumers that will drive the European and American personal care markets. Learn how to target consumers more effectively and precisely thanks to unique occasions-based analysis. Increase you knowledge of the latest cutting edge trends in personal care NPD. Get Full Details About This Report >> |
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