Marketers in the Make-up market in the UK face a major challenge.
Understanding market size and segmentation is valuable, but the keys to
effective targeting is knowing just how valuable specific consumer
groups are, and being able to quantify the impact of consumer
trends.This report solves these problems by providing integrated
survey-based data on consumer trends, consumer groups and market data
which show exactly the size of consumer groups, how much of the Make-up
market they account for and which consumer trends drive their behavior.
UK Make-up Market
Published:
March 2012
No. of Pages:
73
Price: Single User License- US $ 7495 Corporate User License- US $ 14990
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 2008–2009 the retail market has been characterized by an
increased amount of discount 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 sales across 26 consumer groups – providing
through the data 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
survey-based 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.Consumer survey data for the following
specific categories: Eye Make-up, Face Make-up, Lip Make-up and Nail
Make-up.
Detailed consumer segmentation based on survey data
covering over 26 consumer groups, 20 consumer trends and consumption
frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results
also cover over 20 consumer trends, showing exactly to what extent
these trends have a direct influence on a market. As this impact
assessment is based not only on how many consumers act on these trends,
but also how often they act on this it provides unique insight into the
“size of the prize” when targeting these consumer trends in each
category covered.
Key Highlights
Early Young Adults consume
20% of Eye Make-up sold in the UK, yet they represent just 12% 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 it is to use.
