New Insights into Under-Targeted Age Groups in Health and Beauty

• Publication date: November 2012
• Report size: 81 pages

Product Synopsis This report offers a completely fresh look at how Health and Beauty consumption habits differ by age, allowing marketers to understand people's consumption patterns like never before. This offers unique opportunities to effectively target new consumer groups, behaviors, and trends, based on actual empirical data in Health and Beauty consumption across 10 core countries. Introduction and Landscape ...

Product Synopsis

This report offers a completely fresh look at how Health and Beauty consumption habits differ by age, allowing marketers to understand people's consumption patterns like never before. This offers unique opportunities to effectively target new consumer groups, behaviors, and trends, based on actual empirical data in Health and Beauty consumption across 10 core countries.

Introduction and Landscape

Why was the report written?

Health and Beauty consumption habits evolve with age; therefore, an in-depth study of how key consumption patterns and trends differ by age is vital in order to spot the consumer groups that offer more value than has been currently achieved in Health and Beauty markets, and capitalize on these opportunities.

What is the current market landscape and what is changing?

Fear of Aging is the key driving force within Health and Beauty markets, and while acceptance of the inevitable aging process is slowly growing, strong pressure remains to, at the very least, look good for your age. Greater knowledge of the causes of aging is driving a shift from “curative” to “preventative” anti-aging products.

What are the key drivers behind recent market changes?

Marketers in the Non-BRIC region are already adjusting to aging populations as a result of longer life expectancies and the transition of baby boomers into retirement age; however, marketers in China and Russia are also going to have to increase their targeting of Older Consumers as populations in these countries are a lot older than some might think. In contrast, Brazilian and Indian Health and Beauty markets are driven by large, and increasingly affluent, young populations.

What makes this report unique and essential to read?

The analysis provided is unique in the market as it tracks consumption behavior by age through to its actual impact on a product market, which provides readers with a unique analysis of Health and Beauty markets, driven by survey-based data on consumer trends and groups, and integrated with market data, which quantifies the precise consumption of key consumer groups and the influence of key motivators. Knowing who to target with what products allows marketing tactics and strategies to be updated to meet new and valuable opportunities.

Key Features and Benefits

The value and volume of key age groups and their consumption habits in 10 core countries is quantified through a unique integration of survey and market data, which This allows the impact of consumer trends to be compared by age group, showing where hotspots to target exist and exactly which trends are most important to target.

Concise case studies show how leading brands and retailers are effectively targeting key consumer trends and consumption behaviors.

Key Market Issues

As consumer awareness of the causes and effects of aging increases, there's a shift in behavior from seeking “curative” solutions to “preventative” anti-aging, which safeguards against the aging process in the first place. This extends the anti-aging concept to include young consumers and vastly increases the number of people who might consider using these products, and creates lifelong consumers of anti-aging products.

The Russian population is in decline; the country will have 3.5 million fewer people in 2016 than it did in 2011. Despite this, the value of Health and Beauty markets in Russia will still record a CAGR of 10.8% during 2011-2016 as the economy grows and modern retail formats continue to expand. Health and Beauty marketers in Russia can survive this decline in the country's population, but they must be able to effectively target the leading trends and consumer groups to gain full value from the market.

A restricted disposable income means consumers want better value for money. While this often means they will trade down or limit their consumption, increased awareness of the relationship between a product's price and its quality means consumers are, occasionally, also prepared to spend more for less volume if the quality of the product is worth it. Older Young Adults are the youngest age group to consistently display this behavior.

Tweens and Early Teens are sophisticated consumers who have grown up in an environment where they are increasingly targeted by marketers; these consumers want adult-like brands and products, but parents are still actively involved in their children's consumption choices and will prevent consumption of brands or products they feel are not age appropriate.

Male grooming is an important growth market and is also one that isn't limited to Young Adults, but is important for Mid-Lifers as well. Older men's use of Health and Beauty products needs encouraging, more so than Young Adults who have grown up in an environment where specific “for men” brands and products are widely available. Mid-Life males use the fewest Health and Beauty products by overall volume of any age group, but are increasingly concerned about their appearance and some could be encouraged to use a greater range of Health and Beauty products more regularly.

Key Highlights

Brazil and India will present key opportunities for marketers, with rapid population growth driving rapid value growth. Meanwhile, consumers in China and Russia will be trading up as both these markets will record double digit value CAGRs during 2011-2016, despite limited population growth, negative even in the case of Russia. Marketers need to consider how they are going to transition consumers in China and Russia from value products to mid-tier and premium products.

While the anti-aging concept is established in Skincare, opportunities exist to extend this to other markets; for instance, over-exposure to the sun is proven to prematurely age skin, so make-up brands such as Almay are responding by including SPF protection in their foundations. Furthermore, Suncare products are beginning to include ingredients associated with anti-aging Skincare products; however, the extension of the anti-aging concept to Health and Beauty products that aren't applied to the skin is more complex.

The Individualism consumer trend influences a greater value share of Early Young Adults' Health and Beauty consumption than for any other adult age group. Targeting this desire for self-expression doesn't mean appealing to the most image-driven cultural groups; the majority of Early Young Adults simply want a product that is a little bit different from the norm. Early Young Adults live in a marketing-saturated environment; therefore, products with some unique aspect to them, such as limited editions, will appeal to them.

Many Older Consumers feel ignored by advertising, which is often targeted at young adults, and new products that fail to recognize their complex need states. Most marketing directed at Older Consumers is ineffectual and this age group is undervalued overall. However, Older Consumers' already substantial effect on Health and Beauty markets is only going to increase, both in the Non-BRIC region and in China and Russia. Brands such as MAC Cosmetics have launched campaigns featuring older women, yet this remains a youth-focused brand responding to the significant numbers of Older Consumers who also happen to use MAC products, rather than a concerted effort to target mature consumers on a par with the resources used to reach the 18-34 demographic.

Targeting age-related needs is vital among the youngest and oldest consumers in Brazilian Health and Beauty markets. Trust is also an important issue for Mid-Lifers and Older Consumers; amid Brazil's rapid industrialization, these consumers need to be assured that the products they use have been made using trustworthy production processes.

Skin Care Products Industry in Brazil

Table of Contents

1 Executive Summary
2 Industry Dynamics
2.1 Definitions
2.1.1 Market coverage definitions
2.1.2 Age Group Definitions
2.1.3 Defining consumer trends
2.1.4 Volume units and aggregation
2.2 Key Growth Markets of the Future
2.2.1 Skincare and Make-up offer the greatest absolute growth in the future
2.2.2 The next five years will see average consumer spending increase
2.2.3 Brazil is a key opportunity, as is Skincare in Europe
2.2.4 Young consumers are key in BRIC, but Older Consumers shouldn't be forgotten about either
2.2.5 Non-BRIC Older Consumers are being under-served in Make-up
3 Key Issues: Aging, Demographics and Recession
3.1 Fear of Aging drives Health and Beauty consumption
3.1.1 Introduction
3.1.2 In Skincare, offering prevention is better than cure
3.1.3 Opportunities still exist to extend the anti-aging concept to other markets
3.1.4 Mid-Lifers and Older Consumers aren't looking for Anti-aging Haircare, but do have age-related needs
3.2 The importance of demographics as a driver of BRIC markets should not be under-estimated
3.2.1 Population time bombs exist in China and Russia
3.2.2 Targeting under-consuming Older Consumers is a fundamental long term strategy in China
3.2.3 Declining population size will limit future growth in Russia
3.3 Marketers must provide Better Value for Money in the Non-BRIC Region
3.3.1 The recession meant women moved the salon into the house
3.3.2 Consumers in the Non-BRIC region will still pay premium prices for quality products
3.3.3 Small affordable treats allow consumers to indulge
4 Improving the Effective Targeting of Age Groups
4.1 Kids and Babies, and Tweens and Early Teens
4.1.1 Brazil and India are the key youth markets to target
4.1.2 Young consumers want products designed to meet age-specific needs
4.1.3 Sophisticated Tweens and Early Teens want “mature” products, but parents must be convinced first
4.1.4 Tweens and Early Teens have limited spending power
4.2 Early Young Adults
4.2.1 China and India are the key Early Young Adults markets to target
4.2.2 Early Young Adults want products made for their gender at a good price
4.2.3 Products must meet Early Young Adults' individual needs
4.2.4 Fun and novelty is appealing to Early Young Adults
4.3 Older Young Adults
4.3.1 China and India are the key Older Young Adult markets to target
4.3.2 Unique products, at the right price, are important for Older Young Adults
4.3.3 Older Young Adults have an evolving notion of value for money
4.3.4 Older Young Adult Men want their own Skincare products
4.4 Pre-Mid-Lifers
4.4.1 China is the key Pre-Mid-Lifer market to target
4.4.2 Consumer Trends are relatively weak among Pre-Mid-Lifers
4.4.3 Private Labels offer Better Value for Money to Pre-Mid-Lifers in the Non-BRIC region
4.5 Mid-Lifers
4.5.1 Russia is the key Mid-Lifer market to target
4.5.2 Beauty is still a pressing concern among Mid-Lifers
4.5.3 Mid-lifers fear aging
4.5.4 Mid-life men want to look good for their age too
4.6 Older Consumers
4.6.1 Older Consumers are a key, and often overlooked, market in Europe
4.6.2 Products targeting Older Consumers must meet age-specific needs, without alienating this group
4.6.3 Older Consumers are the forgotten consumers
5 Country Profiles
5.1 Key Features of Health and Beauty Markets by Country
5.2 Brazil
5.3 China
5.4 France
5.5 Germany
5.6 India
5.7 Italy
5.8 Russia
5.9 Spain
5.1 UK
5.11 US
6 Appendix
6.1 Supplementary Data for Figure 4: The lower the per capita consumption, the faster the market will grow
6.2 Supplementary Data for Figure 5: Fragrances, Make-up, Skincare and Suncare in BRIC are youth-oriented markets
6.3 Supplementary Data for Figure 6: Over 45s use almost half of the volume of Make-up and Oral Hygiene products in the Non-BRIC region
6.4 Survey Methodology
6.5 Definitions
6.5.1 Consumer Trends Framework
6.5.2 Country Coverage and Region Definition
6.5.3 Volume Units and Aggregations
6.6 About Canadean
6.7 Disclaimer


List of Tables

Table 1: Age Group Definitions 11
Table 2: Growth by Market (%), 2006-2016, and Market Value (US$ Million), 2011 13
Table 3: Growth (%) by Country: Market Value and Population, 2011-2016 15
Table 4: Volume Share Influenced by the Changing Age Structures Consumer Trend in the Shampoo and Conditioner Categories (%), 2011 23
Table 5: Rank (Out of 20) of Selected Consumer Trends Among Mid-Lifers and Older Consumers in the Shampoo and Conditioner Categories, 2011 23
Table 6: Top Three Consumer Trends (out of 20) among Older Consumers in China by Value Share Influenced (%), 2011 27
Table 7: Top Three Consumer Trends (out of 20) among Older Consumers in Russia 28
Table 8: Volume Share Influenced by the Personal Space and Time Consumer Trend in Hair Colorants (%), 2011 29
Table 9: Volume Share Driven by the Indulgence Consumer Trend among Females in Selected Markets (%) and Rank (out of 20), 2011 31
Table 10: Health and Beauty Marketers 2011-2016 Value CAGR (%) and Kids and Babies' Value Share (%) and Population (million) 34
Table 11: Health and Beauty Markets' 2011-2016 Value CAGR (%) and Tweens and Early Teens Value Share (%) and Population (million) 35
Table 12: Health and Beauty Markets' 2011-2016 Value CAGR (%) and Early Young Adults' Value Share (%) and Population (million) 40
Table 13: Value Share Influenced by the Individualism Consumer Trend (%), 2011 41
Table 14: Health and Beauty Markets' 2011-2016 Value CAGR (%) and Older Young Adults' Value Share (%) and Population (million) 44
Table 15: Median Weekly Earnings in the US by Age Group (US$), Q2 2012 46
Table 16: Top Three Consumer Trends in the Male Older Young Adults Skincare Market by Volume Influenced (%), 2011 47
Table 17: Health and Beauty Markets' 2011-2016 Value CAGR (%) and Pre-Mid-Lifers' Value Share (%) and Population (million) 49
Table 18: Categories with the Ten Highest and Lowest Private Label Volume Shares for Pre-Mid-Lifers in the Non-BRIC region (%), 2011 51
Table 19: Health and Beauty Markets' 2011-2016 Value CAGR (%) and Mid-Lifers' Value Share (%) and Population (million) 53
Table 20: Rank of Selected Trends in Skincare for Mid-Lifers, Men vs. Women 57
Table 21: Health and Beauty Marketers 2011-2016 Value CAGR (%) and Older Consumers' Value Share (%) and Population (million) 58
Table 22: Volume Share of Make-up Categories accounted for by Older Consumers in the Non-BRIC Region (%), 2011 60
Table 23: Leading Two Consumer Trends (out of 20) among Older Consumers in Make-up Categories by Volume Influenced, 2011 60
Table 24: Health and Beauty Market Value Growth (%), 2011-2016, and 2011 Per Capita Consumption (US$) 72
Table 25: Market Value Share by Age Group in the BRIC Region (%), 2011 75
Table 26: Market Value Share by Age Group in the Non-BRIC Region (%), 2011 75
Table 27: Consumer Trends Framework 77
Table 28: Country Coverage and Region Definition 78
Table 29: Health and Beauty Volume Units 79


List of Figures

Figure 1: Extending anti-aging beyond Skincare increases the market value this concept can target 9
Figure 2: Skincare and Make-up to record the largest absolute growth during 2011-2016 13
Figure 3: China and Russia's Health and Beauty markets will record rapid value growth despite limited population growth 14
Figure 4: The lower the per capita consumption, the faster the market will grow 16
Figure 5: Fragrances, Make-up, Skincare, and Suncare in BRIC are youth-oriented markets 17
Figure 6: Over 45s use almost half of the volume of Make-up and Oral Hygiene products in the Non-BRIC region 18
Figure 7: Strong potential exists for preventative anti-aging Skincare products among Young Adults 20
Figure 8: Skincare brands such as Estée Lauder are targeting demand for “preventative” anti-aging products 21
Figure 9: Extending anti-aging beyond Skincare increases the market value this concept can target 22
Figure 10: Targeting solutions, not ages, in Haircare 24
Figure 11: Marketers must take into account population time bombs in China and Russia 25
Figure 12: The value shares of China's Health and Beauty markets accounted for by Older Consumers are lower than their share of the population, especially for Beauty products 26
Figure 13: Russian Older Consumers are key users of Oral Hygiene products and Fragrances 28
Figure 14: Salon-style hair-dye for Mid-Lifers 30
Figure 15: Online commerce sites such as Etsy provide a platform for niche and craft manufacturers to find a large audience in Health and Beauty 31
Figure 16: The Body Shop's indulgent positioning meant growth in sales during 2010 and 2011 as consumers fatigued by austerity looked to treat themselves 32
Figure 17: Despite economic problems in the countries in which it operates, the Body Shop recognizes that consumers still want to pamper themselves 32
Figure 18: Brazil and India are the key Kids and Babies markets to target 33
Figure 19: Brazil and India are the key Tweens and Early Teens markets to target 35
Figure 20: Meeting age-related needs with quality products is vital for Kids and Babies 36
Figure 21: Tweens and Early Teens look for products which meet age and gender needs 37
Figure 22: GeoGirl targets the sophisticated Tween and Early Teen Market, but much of its focus is on convincing parents that their cosmetics are age-appropriate 38
Figure 23: China and India are the key Early Young Adult markets to target 39
Figure 24: Gender-specific products at good value key to targeting Early Young Adults 41
Figure 25: Limited edition Dry Shampoo 42
Figure 26: Ranging from off-beat to risqué, Benefit cosmetics advertising emphasizes the fun of the brand 42
Figure 27: China and India are the key Older Young Adult markets to target 43
Figure 28: Older Young Adults will trade up, if the quality is right 45
Figure 29: Increased income means Older Young Adults begin to look more for quality, not quantity 46
Figure 30: Older Young Adult men do not use Skincare products as often as women 47
Figure 31: Bulldog uses shaving as a starting point to get men to diversify the Skincare products they use 48
Figure 32: China the key Pre-Mid-Lifer market to target 48
Figure 33: Pre-Mid-Lifers want value for money in functional Health and Beauty markets 50
Figure 34: Private label consumption increases with age in the Non-BRIC region 51
Figure 35: Russia the key Mid-Lifer market to target 52
Figure 36: Mid-Lifers want to look good for their age, but at the right price 54
Figure 37: Revlon extends the anti-aging concept to Make-up and includes SPF protection to combat a known cause of premature aging 55
Figure 38: Mid-Life males use the fewest Health and Beauty products by volume (Liters categories only) 56
Figure 39: L'Oréal use unusual spokesmen such as Hugh Laurie and Eric Cantona to assure Mid-Life men that Skincare products are for them 57
Figure 40: Older Consumers will drive Health and Beauty markets in Europe, yet they're often under-valued 58
Figure 41: Value-driven Older Consumers want products to “cure” the effects of aging 59
Figure 42: MAC's Beauty Icons Campaigns have featured increasingly older women 60
Figure 43: Key Features of Health and Beauty Markets in Brazil by Age Group 62
Figure 44: Key Features of Health and Beauty Markets in China by Age Group 63
Figure 45: Key Features of Health and Beauty Markets in France by Age Group 64
Figure 46: Key Features of Health and Beauty Markets in Germany by Age Group 65
Figure 47: Key Features of Health and Beauty Markets in India by Age Group 66
Figure 48: Key Features of Health and Beauty Markets in Italy by Age Group 67
Figure 49: Key Features of Health and Beauty Markets in Russia by Age Group 68
Figure 50: Key Features of Health and Beauty Markets in Spain by Age Group 69
Figure 51: Key Features of Health and Beauty Markets in the UK by Age Group 70
Figure 52: Key Features of Health and Beauty Markets in the US by Age Group 71
Figure 53: Issue Report Methodology 76

Companies Mentioned

Almay, Aveeno, Batiste, Benefit Cosmetics, Body Shop, Bulldog Natural Grooming, Colgate ,Estée Lauder ,Etsy