This report provides the results for the Make-up market in the US 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. Eye make-up, face make-up, lip make-up, and nail make-up are not considered essential items 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
- Analysis of the Make-up market in the US by age reveals that Older Consumers account for the largest share of consumption by value. This is a result of the large size of the age group, their high consumption frequency in categories such as Face Make-up and Lip Make-up and their relatively high disposable income.
- The Affluent wealth group is the largest in the US Make-up market by value, followed by the Moderate Income wealth group. This indicates that there is strong potential for premium and aspirational products in the market.
- Heavy consumption of Lip Make-up tends to increase with age, including one-fifth of Older Consumers in the US. While Heavy frequency consumption is common in older age groups, there are still significant numbers of Medium and Light users, indicating that Lip Make-up suppliers should develop strategies to increase these users consumption frequency.
- Consumer survey results reveal that better value for money, individualism, and indulgence are key trends driving consumers choices of Make-up products. These highlight common traits in Make-up products, such as luxury and identity, while also highlighting the weak state of the US economy. The importance of the Better value for money trend shows that consumers believe Make-up is a product category where they can control their spending by trading down or reducing their consumption frequency.
- Analysis of the US Make-up market by the amount of time people have spare reveals that some of the busiest consumers account for the largest market shares by value. The Time Poor and Time Pressed consumer groups account for the majority of the US Make-up market.
- Private label penetration is low in the US Make-up market, accounting for 2-7%. This is despite a mature and concentrated retail environment, which tends to result in successful private label programs. As such, retailers are expected to increase their investment in these areas in order to grow their market share.