Professional and Expert Personal and Oral Care Solutions Future Trends and Perspectives

Transcription

1 A Datamonitor report Professional and Expert Personal and Oral Care Solutions Future Trends and Perspectives Published: Dec-07 Product Code: DMCM4600 Providing you with: Detailed insights and analysis documenting the attitudes of increasingly appearance conscious consumers In-depth quantitative data covering cosmetic surgery (including minimally invasive procedures) and its more convenient alternatives Use this report to... Understand the consumer attitudes and behaviors driving demand for professional quality products within the personal care market Strategic conclusions and actionable recommendations on attaining a premium status in the personal care market Countries covered: France, Germany, Italy, Netherlands, Spain, Sweden, UK, US

2 Professional and Expert Personal and Oral Care Solutions: Future Trends and Perspectives DMCM4600 Introduction Consumers are looking to premium products with professional quality and efficacy levels to answer their personal care needs. Time-scarcity and the desire to spend more time at home are driving them to seek products that facilitate pampering and functionally effective personal care treatment off-the-shelf. This report details the trends behind the shift towards these products in the US and Europe. The continuing growth in the spa and salon industry shows consumers appetite for professional personal care experiences and how seriously they are pursuing regimes to enhance health and wellness. Appearance is now a major concern for consumers and is directly associated with wellbeing. While cosmetic surgery is rising, it remains inconvenient and expensive. This is fuelling consumers interest in solutions that satisfy their professional-level expectations within home or on-the-go settings, placing the onus on the industry to deliver credible, functional and convenient products. Key findings and highlights Almost 50 per cent of consumers are concerned about the signs of aging, while around two in three are concerned about body shape. Personal appearance is now a major concern for consumers and is associated with wellbeing. While cosmetic surgery is on the rise, it remains inconvenient and expensive, and consumers will seek out viable alternatives. Although consumer affluence is rising, it often comes at the expense of spare time. Consequently, more effective home use products are increasingly sought, with consumers willing to trade-up to premium products, particularly if they offer convenience benefits. A premium product which is positioned as 'professional' must be able to provide added benefits when compared to a mass distribution brand. Consumers are now more connected and more likely to conduct research before making a purchase. They are also increasingly questioning of industry product claims and so results must be tangible. Reasons to buy Understand the consumer attitudes and behaviors driving demand for professional quality products within the personal care market Use the latest evidence based insights to launch and reposition products, so that they can successfully take advantage of this trend Access a compelling blend of quantitative and qualitative data illustrating consumer attitudes and market developments Contact us... From Europe: tel: fax: cmmarketing@datamonitor.com From the US: tel: fax: cmmarketing@datamonitor.com From Asia Pacific: tel: fax: apinfo@datamonitor.com

3 Sample pages from the report The Future Decoded THE FUTURE DECODED Introduction Attitudes and behavior towards personal care are evolving as a number of mega-trends impact upon consumers routines. Health, convenience, individualism, comfort and income complexity all have an influence on this subject area. This report examines consumers perceptions of professional products in the personal and oral care markets in Europe and the US and how these are changing among key age and gender groups. Many products are originally positioned to only be sold through top professional channels such as spas and salons. Consumers propensity for spending more of their leisure time at home leaves them looking for personal care products that facilitate this need. As working hours continue to increase, consumers are left with less spare time and are looking for convenience in personal care, but with no compromise on efficacy. Defining professional and expert personal care products The Future Decoded Professional personal and oral care products have traditionally been distributed through spas and salons. Consumers are now increasingly demanding such products in the home. The term professional has been applied by Datamonitor to describe these products. Popular terms used by manufacturers to Trend: consumers Consumers will typically stress increasingly the salon credentials look of for professional quality and efficacy at home such products, or even refer to them as salon products. Professional products are positioned as offering a higher level of Consumers have exhibited an increased desire to obtain products for home usage with the levels of efficacy and quality efficacy and value to the consumer than typical retail brands. Consumers are willing to pay a premium for these benefits. expected of professional products and services. Some consumers have shown that they are also prepared to pay more for products that are perceived to be of a professional standard, providing tangible results are seen. A number of services previously only available in professional channels, such as teeth whitening, have become available for home usage. Trend: consumers seek professional solutions to their personal care needs Figure 8 illustrates the key driving factors behind the growing consumer desire for professional personal care products Personal care needs are a growing concern for consumers as evidenced in Figure available 1. Around for use four in in a home 10 European environment. and US consumers have begun to spend more time on improving personal appearance, showing that this is not something that is being ignored. This amounts to a wider consumer base seeking solutions to their personal care needs, and consequently, premium and professional products. Figure 8: The driving factors of professional personal care products in the home Consumers have less spare Figure 1: Personal appearance is an increasing concern to US and European consumers time Longer working hours and more hectic lifestyles has left consumers with increasingly less spare time. The % of respondents who said they had spent time on improving their personal appearance Consequently, either consumers 'more' or 'much are keen more in the previous 12 months (2006) to make the most of their spare time and pamper themselves more often. Germany Spain France Italy Netherlands Sweden UK US Overall 32% 53% 42% 43% 34% 28% 42% 41% 40% Higher standards expected of Source: Datamonitor Consumer Survey 2006 everyday D products A T A M O N I T O R Products used in everyday personal care routines are now expected to be of a higher standard. Consumers are trading up to obtain greater perceived efficacy. Professional & Expert Personal & Oral Care Solutions DMCM4600/ Published 12/2007 Datamonitor. This brief is a licensed product and is not to be photocopied Source: Datamonitor Analysis Page 12 Greater affluence The Future Decoded Average incomes in Europe and the US have increased in recent years and an increase in working women has also contributed to higher Insight: consumers incomes. seek to improve their appearance in the workplace Professional quality and Many professional companies are seeking to portray a younger image efficacy At-home alternatives to sought at cosmetic surgery become home A 2006 article published in The Sunday Times found evidence suggesting that many consumers are seeking to look good, more readily available and More younger, and more in products order to are improve now their prospects in the workplace. Many top professionals from professions such as positioned to reduce and negate banking, the need legal for cosmetic and headhunting surgery. are spending large sums of money on cosmetic surgery and anti-aging products to Many products are marketed on compete with their younger rivals. their efficacy and professional credentials. A number of professionals interviewed by The Sunday Times stated that they feel washed-up next to their younger colleagues and use cosmetic D A T A Msurgery O N I T to O Rmake them feel better about themselves. This appears not to be the only reason, however, and many say that they simply don t want to become invisible at the workplace. The social stigma attached to looking fat is now transferring to looking old in such working environments. Less spare time leaves consumers trading off between home treatments and salon and spa visits As many professionals have large disposable incomes, they will often choose to spend a sizeable amount on cosmetic surgery for a quick fix. However, they will also look to spend heavily on personal care products in the ongoing quest to stay The modern lifestyle has left many struggling to maintain a healthy work-life balance. This is especially true in the US and looking young. the UK, with continental Europe increasingly following a similar trend. Consumers are experiencing higher levels of affluence, but have substantially less spare time. This trade-off has facilitated a While willingness many professional to pay more high-income for a convenient workers are able to choose the quick path of using cosmetic surgery to improve their product that will give fast results. Time-orientated needs drive consumers to constantly looks, many seek out lower-paid more efficient workers and feel effective the same pressures over workplace appearance and will look for other solutions. A products that can help facilitate crammed lifestyles and fulfill desires to free-up and 2007 maximize survey by leisure Personnel time. Today found that physical appearance was an important factor in the workplace. Responses to the survey included the following: In line with the so-called cocooning trend, consumers are using their homes as a base for comfort, safety and heightened enjoyment and view it as a retreat. Increasingly it feels like time is not their own and the demands People of are the judged day prove by draining. what they look like, and this may affect whether a person is hired. Attractive people People want to spend less time doing these outside things and want to spend more time generally staying in, make enjoying a better themselves, impression. Being ugly is just as bad as being a woman who is unable to break through the glass ceiling. You will find it 10 times as hard to succeed in a professional role and be treated like you are capable and deserve that status. Professional & Expert Personal & Oral Care Solutions DMCM4600/ Published 12/2007 Datamonitor. This brief is a licensed product and is not to be photocopied I've experienced managers Page who 27 openly said they wanted a looker on reception to make the punters feel happy. Managers and supervisors are often judged on looks before ability A 2007 survey of US workers conducted by MSNBC found that 58% of female bosses described as attractive were also rated as competent. The corresponding statistic for average-looking women was 41% and only 23% for unattractive supervisors. This trend was not confined to females: 61% of good-looking male bosses were rated as competent, compared with 41% of average-looking bosses and 25% of unattractive male bosses. Commenting on these findings, management psychologist Ken Siegel said the following: Physical attractiveness creates a halo around a person. We still place a premium on physical attractiveness as a mediator of other things, and we do not attribute favorable qualities to people we deem unattractive. It may even occur on an unconscious level. Professional & Expert Personal & Oral Care Solutions DMCM4600/ Published 12/2007 Datamonitor. This brief is a licensed product and is not to be photocopied Page 38 Request more sample pages...for FREE! From Europe: tel: fax: cmmarketing@datamonitor.com From the US: tel: fax: cmmarketing@datamonitor.com From Asia Pacific: tel: fax: apinfo@datamonitor.com

4 Professional & Expert Personal & Oral Care Solutions: Future Trends & Perspectives DMCM4600 Table of contents OVERVIEW Catalyst Summary EXECUTIVE SUMMARY Introduction The Future Decoded - Consumers seek professional solutions to personal care needs - Cosmetic surgery continues its move to become a mainstream solution - Consumers increasingly look for professional quality and efficacy at home - Consumers' on-the-go personal care occasions are increasing - Ethnic-specific spas and salons have paved the way for a more segmented, targeted personal care market - Consumers have higher expectations of personal care products - Consumers seek to improve their appearance in the workplace - Endorsements from industry professionals and experts add credence to products' claims Action Points THE FUTURE DECODED Introduction - Defining "professional and expert" personal care products Trend: consumers seek professional solutions to their personal care needs - Health and wellbeing have become key considerations in consumers' personal care regimes as consumers adopt holistic approaches to meeting their health and wellness needs - Consumer demand fuels continuing growth in spa and salon networks in Europe and the US - Massage and facials are the most popular spa services - Away-from-home personal care occasions are increasing with the rise of "spa-travelers" - The spa experience is evolving as consumers seek customized solutions Trend: cosmetic surgery continues its move to become a mainstream solution - Cosmetic surgery has become more acceptable - The US is the largest cosmetic surgery market - Breast augmentation was once again the most popular cosmetic surgery procedure in the US in Minimally invasive procedures have become the most commonly practiced cosmetic procedures - Consumers are seeking cosmetic surgery abroad - Male cosmetic surgery is on the rise - Teens are increasingly opting for cosmetic surgery Trend: Consumers increasingly look for professional quality and efficacy at home - Less spare time leaves consumers trading off between home treatments and salon and spa visits - At-home alternatives to cosmetic surgery gain popularity - Home tooth whitening kits appear as an alternative to professional treatments - Professional quality is expected by consumers in everyday products Trend: consumers' on-the-go personal care occasions are increasing - More hectic lifestyles lead to more time spent away from home - Salons and spas are being opened at transport hubs and other urban locations Insight: ethnic-specific spas and salons pave the way for personal care products to become increasingly focused on individual consumer needs - Ethnic-specific products are now available to consumers and the market is showing strong growth Insight: consumers seek to improve their appearance in the workplace - Many professional companies are seeking to portray a younger image - Managers and supervisors are often judged on looks before ability - Recruitment and promotion prospects can also be enhanced by physical appearance Insight: endorsements from industry experts and professionals give credence to products' claims...many professional companies are seeking to portray a younger image... Ken Siegel, Professional and Expert Personal and Oral Care Solutions

5 - Consumers are skeptical of industry product claims - Women are more willing than men to pay a premium for personal care products - Celebrity endorsements have grown in popularity with corporations despite consumer distrust - "Doctor Brands" prove popular, particularly in the US ACTION POINTS Introduction Action: use salon and professional credentials when positioning products at the premium end of the market Action: promote home-use alternatives to cosmetic surgery - Rodial announced launch of Glamotox in 2007 as an alternative to surgery Action: prestige positioning of products must be supported with the latest active ingredients and functional benefits - Consumers are looking for innovation - Calming and therapeutic properties are popular with consumers looking to relieve stress - Fears over certain ingredients can also lead to opportunity Action: align new products with the growing "natural" trend Action: product packaging can be used to create a professional image - The color of packaging has an impact Action: use controlled rollouts to distribution channels to maintain professional credentials of products Action: the right endorsement can be used to gain the trust of the consumer APPENDIX Definitions - CAGR - Significance score - The Natural Personal Care Market - Natural - Organic Methodology Further reading Ask the analyst Disclaimer Datamonitor consulting LIST OF TABLES Table 1: Number of spas and salons, Europe and US, Table 2: Number of staying away from home personal care occasions (millions), Europe and US Table 3: Number of cosmetic surgery occasions, US and Europe, Table 4: Spending on cosmetic surgery, (US$ m), US and Europe, Table 5: Most popular cosmetic surgery procedures in the US, 2006 Table 6: Most popular minimally invasive procedures in the US, 2006 Table 7: Average costs of surgical versus minimally invasive cosmetic surgery procedures, ($), US, 2006 Table 8: On-the-go personal care occasions (millions), US and Europe, Table 9: Consumer survey: percentage of consumers who would be willing to pay more (any percentage) for cosmetics and toiletries with active ingredients for their specific requirements by gender and lifestage Table 10: Popular natural ingredients in professional haircare products Table 11: The natural personal care market, Europe and US, LIST OF FIGURES Figure 1: Personal appearance is an increasing concern to US and European consumers Figure 2: US and European consumers are looking to reduce stress levels Figure 3: US and European consumers are concerned by the signs of aging Figure 4: Body shape is a big concern for European and US consumers Figure 5: Comparison of cosmetic surgery market in the US and Europe, Figure 6: Comparison of most popular surgical procedures, US, For a full list of tables and figures please refer to desire for higher quality products is emerging as the macro trend of the 21st century with implications extending well beyond the foreseeable future... The Hartman Group, Professional and Expert Personal and Oral Care Solutions

6 Professional and Expert Personal and Oral Care Solutions: Future Trends and Perspectives DMCM4600 Datamonitor: Your total information solution Datamonitor is a premium business information company helping 5,000 of the world's leading companies across the Automotive, Consumer Markets, Energy, Financial Services, Healthcare and Technology sectors. Our products and services are specifically designed to support our clients key business processes from corporate strategy to competitive intelligence. We provide an independent and trustworthy source of data, analysis and forecasts to improve these processes and ultimately, to help grow your business. Corporate Strategy & Business Planning Quality Data Make more effective strategic and business decisions Product Development & Commercialization Targeting & Influencing the Market Expert Analysis Accelerate delivery of commercial success Assess and influence your commercial and market environment HELPING TO GROW YOUR BUSINESS Market & Competitive Intelligence Future Forecasts Maintain or obtain critical competitive advantage Nothing speaks louder than our clients Allied Domecq Bacardi BP Cadbury Schweppes Campbell's Soup Carlsberg Coca-Cola Colgate-Palmolive ConAgra Cott Beverages Dairy Crest Diageo Del Monte Dow Corning Dr Oetker Elida Fabergé Ferrero Geest General Mills Givauden Rave Glanbia UK Griffith Laboratories H J Heinz Heineken Holsten Interbrew Intersnack J Sainsbury Jacobs Suchard Kraft Foods Lorenz Bahlsen Snackworld Luigi Lavazza LVMH Marks & Spencer Mars Master Foods McCain Foods Ltd Müller Dairy Nabisco Nestle Orkla Pepsi Reckitt Benckiser Rexam Sara Lee South African Breweries Tetra Pak Unilever United Biscuits Plc Wella Wrigley...93% of Datamonitor clients use our research to evaluate new products and for customer development... Source: Datamonitor Customer Research

7 Interested in this topic? To achieve profitable growth, a company needs to identify large addressable growth segments and create propositions to meet these consumers needs. The NCI S portfolio helps subscribers to make a first evaluation of a consumer segment by providing concise, practical information and creative ideas. The portfolio is a must-read for many client functions; Marketing, Consumer Insight, Strategic Planning, NPD, Sales Other reports available in this series Natural Personal Care Consumers: Unlocking Future Potential This report explores the key lifestyle and social trends affecting natural personal care consumption in the US, Europe and Asia-Pacific region. It offers detailed insight and recommendations for future innovation and marketing of natural personal care. Published: Feb-07 Product code: DMCM4584 Understanding New Personal Care Behaviors & Occasions The report analyzes the evolving trends in consumers' personal care behaviors and occasions across genders and age groups, providing marketers with up-to-date insights on consumers' latest needs and a complete picture of the personal care landscape. Published: Dec-06 Product code: DMCM2469 Developing Products With A Price Premium This report will deliver an understanding of how manufacturers can exploit consumer trends towards income complexity and post-materialism and successfully premiumize their food, drink and personal care goods. Published: May-05 Product code: DMCM2103 The Future Of Personal Care Occasions The brief begins by estimating the value of the market for self-certified mortgages, followed by segmentation of the market by customer type and competitive analysis. Integral to the briefing will be forecasts to Published: Mar-05 Product code: DMCDM4593 For more information about our products visit Subscribe to Monitor A monthly update of Datamonitor's new consumer products, delivered to you by . cmmarketing@datamonitor.com

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