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The Future Of Personal Care Occasions

DateMar, 2005
Pages86

€4 556 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:

Introduction
 
In 2004 the overall European and US personal care market was worth US$86bn growing to US$102bn in 2009. To capitalize on the personal care market's growth, personal care players must understand the need states, expectations and consumer groups that shape the changing map of personal care consumption occasions. Effective targeting of these is the best way to grow your share of this market.
 

 
Scope
 
Comprehensive map of personal care occasions and their value, consumer groups and product markets.
 
In-depth exploration of new and emerging need states, consumer attitudes and growing niche markets.
 
Actionable recommendations to capitalize on the consumer trends and insights.
 
Highlights
 
Seniors represent the fastest growing demographic group in terms of occasions, representing not only socio-demographic changes, but also a growing desire among these consumers to ``look good for their age``.
 

 
The growth in male grooming is not solely attributable to fashion; across Europe and the US 89% of men consider that good grooming and presentation is essential to their success in the workplace.
 

 
In 2004, 86.9% of all personal care usage occurred on everyday occasions such as daily personal hygiene routines or beauty regimes, making everyday use by far the most valuable type of personal care occasion.
 

 
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 thanks to unique occasions-based analysis.
 
Increase you knowledge of the latest cutting edge trends in personal care NPD.




Table of contents:
 TABLE OF CONTENTS
 
CHAPTER 1 EXECUTIVE SUMMARY 3
 
Hot topic 3
 
The future decoded 3
 
Action points 4
 
CHAPTER 2 THE FUTURE DECODED 15
 
Introduction 15
 
TREND: new consumer groups are emerging 16
 
Demographics have an important impact on personal care 17
 
Male consumers’ importance is growing 18
 
TREND: the map of personal care occasions is changing 21
 
Women will continue to account for most occasions 22
 
Not all lifestages are equally well targeted 22
 
Everyday use accounts for the vast majority of occasions 24
 
Skincare and make-up occasions are the fastest growing 28
 
TREND: growth in male personal care usage continues 29
 
Male skincare occasions are the fastest growing in the US 31
 
Everyday use is also the most important occasion for men 33
 
Men use more haircare than any other type of product 35
 
TREND: men’s attitudes to grooming are changing 35
 
Men are increasingly willing to try new products and practices 36
 
Men know more about personal care than ever before 37
 
Underlying embarrassment inhibits male grooming’s growth 38
 
The image of products is important to men… 41
 
… but most men continue to choose function over image 41
 
TREND: Tweens spend increasing sums on personal care 43
 
Skincare regimes are growing in popularity among Teens 43
 
Teen and Tween choices are governed by emotional needs 45
 
TREND: the over-50s are of increasing importance 49
 
Seniors are now the largest and most valuable lifestage group… 49
 
… but they can be difficult to target effectively 49
 
INSIGHT: on-the-go products must be specifically designed 50
 
Consumers wish to maintain their beauty routines when traveling 50
 
On-the-move personal care will remain a relatively small market 50
 
INSIGHT: many consumers use personal care for stress-relief 51
 
The search for stress-busting products 51
 
INSIGHT: natural personal care consumers have distinct motivations 53
 
Consumers expect natural personal care to be safer and gentler 53
 
Consumers need to be able to trust natural personal care brands 54
 
Conclusions 55
 
CHAPTER 3 ACTION POINTS 56
 
Introduction 56
 
Target Teens and Tweens by focusing on key need states 56
 
Mary-Kate and Ashley brand case study 56
 
Specialist retail areas can offer fun to Teenagers 58
 
Make realistic claims regarding product functionality 59
 
Target Seniors with products suited to their needs 59
 
Harness the potential of online prestige cosmetics sales 60
 
Online sales are a complementary channel for prestige brands 60
 
Online sales broaden the appeal of prestige cosmetics 60
 
Adapt your NPD to male needs 61
 
Ensure that NPD aimed at men is focused on functionality 61
 
Encourage uptake among men through brand extensions 61
 
Shift from alcohol-based products to gentler formulations 62
 
Tailor your marketing and advertising to male consumers 63
 
Introduce men to skincare through shaving 63
 
Target women as they are important purchasers of male products 65
 
Use humor to appeal to younger men 65
 
Adapt your language to male consumers 65
 
Align your category management with male attitudes 67
 
Place men’s products near other male categories 67
 
Men just want to “shop and go” 68
 
Make clear the distinctive properties of natural products 69
 
Promote natural personal care products as being healthy 69
 
Use natural positioning to develop a unique proposition 69
 
Make verifiable claims about natural products 70
 
Make offerings more attractive to people on-the-move 70
 
Ease of application is key in on-the-move personal care 70
 
Skincare products should be available in single-use packages 71
 
Encourage premiumization with “masstige” positionings 72
 
Consumers are trading up from mass to masstige brands 72
 
Give mass brands prestige characteristics 72
 
Encourage regime uptake 73
 
Use innovative ingredients to encourage uptake 73
 
Highlight medicinal benefits for high-end brands 74
 
Medical connotations increase consumers’ trust in brands 74
 
Capitalize on the potential of beauty regimes 74
 
Targeting current Adopters is the priority 74
 
Concentrate on overcoming barriers to adoption 75
 
Develop consumer trust 77
 
Make the benefits of the product obvious 77
 
Build trust by ensuring that consumers are well informed 77
 
Create a halo effect above your brand 79
 
Work with professional bodies 79
 
CHAPTER 4 APPENDIX 81
 
Supplementary data 81
 
Definitions 83
 
Research methodology 84
 
Relevant links 85
 
How to contact experts in your industry 86
 

 

 
LIST OF TABLES
 
Table 1: Population by lifestage group, Europe and US, 2004-2009 (millions) 17
 
Table 2: Male population by age group and percentage of the male population by age group, Europe and US, 2004-2009 (millions and %) 20
 
Table 3: Overall personal care market value (Ђbn and US$bn) by gender, Europe and US, 2004-2009 21
 
Table 4: Overall number of personal care consumption occasions by gender, Europe and US, 2004-2009 (billions) 22
 
Table 5: Overall number of personal care occasions by age group, Europe and US, 2004-2009 (millions) 24
 
Table 6: Overall number of personal care consumption occasions by type of occasion, Europe and US, 2004-2009 (billions) 26
 
Table 7: Overall number of personal care occasions by product market, Europe and US, 2004-2009 (billions) 28
 
Table 8: Frequency of use of selected categories among men, UK, 2003 (%) 30
 
Table 9: Number of men's personal care occasions by market, Europe and US, 2004-2009 (billions) 32
 
Table 10: Number of men's personal care consumption occasions by type of occasion (billions), Europe and US, 2004-2009 33
 
Table 11: Men’s usage of personal care by product market, Europe and US, 2004-2009 (Ђm and US$m) 35
 
Table 12: Proportion of French men who would undergo the following treatments by age group, 2004 36
 
Table 13: Women’s influence on men’s personal care product choices, Europe and US, 2004 38
 
Table 14: Frequency of usage of male-specific personal care brands, Europe and US, 2004 40
 
Table 15: Tweens' expenditure on cosmetics and toiletries by country (% of discretionary income), 1999-2009 43
 
Table 16: Annual number of Teens' personal care occasions by market, Europe and US (1999-2009) 44
 
Table 17: Penetration of make-up and skincare products amongst female teenagers by country, 2003 45
 
Table 18: Personal care and/or bath products used during pampering sessions, by gender, Europe (% respondents) 52
 
Table 19: Motivation for pampering sessions, by gender, Europe (% respondents) 53
 
Table 20: Motivators for the use of natural personal care products (% survey respondents citing) 54
 
Table 21: Barriers to use of natural personal care products by non-users (% survey respondents citing) 54
 
Table 22: Main influences on men’s choice of new grooming products, Europe and US, 2004 (% male respondents) 63
 
Table 23: Personal care market value by type of occasion, Europe and US, 2004-2009 (Ђbn and US$bn) 81
 
Table 24: Number of men's personal care occasions by lifestage, Europe and US, 2004-2009 (billions) 82
 
Table 25: Industry opinion survey: “How important do you think that targeting the following need states will be when marketing personal care products to Teens and Tweens over the next five years?” 83
 
Table 26: Definitions 83
 

 

 
LIST OF FIGURES
 
Figure 1: The male population will age significantly over the next five years 19
 
Figure 2: Personal hygiene products have near-universal penetration among men in the UK 30
 
Figure 3: Men are less embarrassed by brands that are explicitly targeted at them 40
 
Figure 4: Proven functionality is by far the most important personal care product attribute for men 42
 
Figure 5: Personal care players believe that acceptance by their peer group is the most important emotional need affecting Teen personal care 46
 
Figure 6: Sephora Girls: designer personalities in bottles 47
 
Figure 7: Fun and discrete: examples of Teen-focused NPD 48
 
Figure 8: The Mary-Kate and Ashley brand: a textbook example of marketing personal care to teenage girls 57
 
Figure 9: OT is a good example of a personal care brand aimed at Teen and Tween boys 58
 
Figure 10: Men are far more concerned with a product’s “coolness” credentials than women 62
 
Figure 11: Shaving brands are often used to introduce men to skincare 64
 
Figure 12: It is important to address men specifically and not simply to try and apply female marketing techniques to them 66
 
Figure 13: Packaging is key in developing products for on-the-move use 71
 
Figure 14: Most willing regime non-adopters would be convinced to begin a regime if frequency of product use was lower 75
 
Figure 15: Failure to see the benefits of regimes is the main cause of non-adoption 76
 
Figure 16: Consumer survey – respondents’ views regarding the accuracy of manufacturers’ claims 78
 
Figure 17: The most effective marketing and advertising channels for personal care over the next five years will be non-traditional and new media 79
 

 




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