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.

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Report Details:

Published: November 2012
No. of Pages: 81

Price:Single User License:US$2950          Corporate User License:US$8850

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.