Health and Beauty Regimes

Overview

Introduction

Scope

Report Highlights

Reasons to Purchase

FUTURE DECODED

The proportion of sales accounted for by products used in regimes will continue to grow in the future, making it essential to understand why consumers are increasingly adopting regimes and how this affects what they buy at the point of sale. Future success in skincare, haircare, nutraceuticals and vitamins, mineral and supplements (VMS) markets will depend upon having a clear understanding of consumer behavior, consumer segments and how to effectively target them.

Key findings: regime sales will outpace market growth

• In all markets except for VMS sales of goods for regimes will grow at significantly faster rates between 2001 and 2006 than overall sales.
• The increased adoption of regimes by consumers means that manufacturers will need to adapt their portfolios to adjust to a new set of consumer demands. In particular they will need to offer integrated lines of products that offer "solutions" for consumers' regime needs and adjust the design of non-regime goods to make them more specific to distinct "consumption occasions" .
• Manufacturers should target consumers who already follow at least one regime, as these consumers are the most prone to adopting new ones. Other consumer groups have greater barriers to regime adoption that will be more difficult to overcome.

Market regions

• Spending on health and beauty regimes is generally greatest in north European countries
• In Spain and Italy average consumer spending on regimes is low compared to the rest of Europe. However, these two countries are set to experience some of the fastest growth in regime spending up until 2006.
• Traditional beauty practices in countries still effect current regime use – for example Swedish consumers favor regimes that combine well with traditional activities like going for saunas.

Drivers and trends

• Two social changes have driven the uptake of new regimes – the trend towards consumers taking greater care over their own healthcare and the rise of the total well-being (TWB) concept.
• A number of more specific drivers have also contributed to regime uptake – these include using regimes to minimize the effects of indulgence, consumers seeking to improve the state of their health so they can enjoy older age more, and distinct needs caused by modern working environments.

ACTION POINTS

• Five key action points for those seeking to target health and beauty regimes are recommended:

Action Point 1 – focus on beauty, not health

Action Point 2 - target prevention, not cure

Action Point 3 – offer regime solutions and occasion-specificity

Action point 4 – re-assess consumer usage groups

Action point 5 – a number of actions specific to each market were also identified

APPENDIX

Report methodology

• Datamonitor conducted a survey of over 500 European consumers to size and profile the health and beauty regime behavior. In addition a number of structured interviews were also conducted across Europe.

DATASETS

Table 1: Total HBR sales by market (£m), 2001-2006

Table 2: Total HBR sales by country, 2001-2006

Table 3: HBR expenditure per capita (£/head), 2001-2006

Table 4: Consumer survey - percentage of respondents who follow a specific regime type, 2002

Table 5: Consumer survey – length of regime adoption by all respondents with regimes, females only and males only, 2002

Table 6: Consumer survey – factors promoting adoption of a health and beauty regime, 2002

Table 7: Consumer survey – brand loyalty amongst health and beauty regime adopters, 2002

Table 8: Consumer survey – respondents' feeling about their health and beauty regimes, 2002

Table 9: Consumer survey – types of producers that respondents trusted the most for the following regime types, 2002

Table 10: Consumer survey – non-adopters' reasons for non-adoption, 2002

Table 11: Consumer survey – respondents' views about time taken up by regimes, 2002

Table 12: HBR penetration of the European skincare market by segment (£m and % value), 1996-2006

Table 13: Skincare HBR sales by country (£m), 1996-2001

Table 14: HBR penetration of European haircare market, by segment (£m and % value), 1996-2006

Table 15: Haircare HBR sales by country, by segment (£m), 1996-2006

Table 16: European nutraceutical HBR sales by market (£m and % value), 1996-2006

Table 17: Nutraceutical HBR sales by country (£m), 1996-2006

Table 18: HBR Vitamins, Minerals, Supplements (VMS) market by country (£m and % value), 1996-2006

Table 19: Consumer survey – factors preventing adoption of other health and beauty regimes, 2002

Table 20: Consumer survey – respondents' views regarding the accuracy of manufacturers' claims, 2002

Table 21: Consumer survey – factors that non-regime adopters say would encourage them to adopt a regime, 2002

Table 22: HBR country profiles, by market, 2001-2006

Table 23: France, HBR skincare market profile, (£m), 1996-2006

Table 24: Germany, HBR skincare market profile (£m), 1996-2006

Table 25: Italy, HBR skincare profile (£m), 1996-2006 67

Table 26: Netherlands, HBR skincare profile (£m), 1996-2006 68

Table 27: Spain, HBR skincare market profile (£m), 1996-2006 69

Table 28: Sweden, HBR skincare market profile (£m), 1996-2006 70

Table 29: UK, HBR skincare market profile (£m), 1996-2006 71

Table 30: Haircare HBR profiles by country (£m) by category, 1996-2006 72

Table 31: France, HBR nutraceuticals by market (£m), 1996-2006 74

Table 32: Germany, HBR nutraceuticals by market (£m), 1996-2006 75

Table 33: Italy, HBR nutraceuticals by market (£m), 1996-2006 75

Table 34: Netherlands, HBR nutraceuticals by market (£m), 1996-2006 76

Table 35: Spain, HBR nutraceuticals by market (£m), 1996-2006 76

Table 36: Sweden, HBR nutraceuticals by market (£m), 1996-2006 77

Table 37: UK, HBR nutraceuticals by market (£m), 1996-2006 77

Table 38: Table of definitions 78

Figure 1: Different products are used to focus on different aspects of Total Well-Being

Figure 2: Percentage of respondents in each of the three main consumer segments

Figure 3: Consumer survey - number of regimes that adopters follow (% of adopters)

Figure 4: A debits and credits approach

Figure 5: Report coverage