The UK Make-up Market: What Consumers Use and Why?




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Product Synopsis

This report provides the results for the Make-up market in the UK from Canadeans unique, highly detailed study of consumers Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Make-up market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Make-up market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 20082009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Make-up is not considered an essential item and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?

Consumers uptake of products and the influence of consumer trends are fundamental causes of change in markets making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

  • Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Eye Make-up, Face Make-up, Lip Make-up, and Nail Make-up.
  • Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
  • Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
  • Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • Kids & Babies and Tweens & Early Teens contribute the lowest share value to the overall Make-up market in the UK. Make-up is often used to enhance personal appearance in the workplace or in social situations in order to improve confidence, so it is understandable that Older Consumers are more likely to feel the need to prove themselves. There may be an opportunity for marketers and manufacturers to target the younger generations.
  • In the UK, the Make-up market is dominated by Females with Males contributing a very small share, just 7%. This disparity is expected to reduce as Males become more interested in personal grooming and appearance.
  • In the UK the Better Off wealth group is the largest percentage of the population (44%) and represents the largest value share of the Make-up market (42%). Marketers have a large opportunity in the UK to target their premium product ranges at this group.

Key Highlights

  • Older Young Adults consume 23% of Eye Make-up sold in the UK, yet they represent just 13% of the population. Individualism is the leading behavioral trend influencing Eye Make-up consumption. Marketers can use this information to target new products at this age group. 
  • The UK Make-up market is shown to be highly fragmented with the top five retailers accounting for less than a fifth of the total Make-up market by volume. This means that retailers have weak bargaining powers with their suppliers as the supplier can easily go elsewhere.
  • Half of the UK population is classed as either Time Poor (26%) or Time Pressed (24%); however, these two groups together account for a disproportionate 64% of the UK Make-up market by value. This shows that marketers have effectively targeted this group with their campaigns highlighting how long their products last (no requirement to re-apply) and how easy they are to use.