Personal & Oral Care On-The-Go

CHAPTER 1 EXECUTIVE SUMMARY

• Introduction
• The future decoded
• The number of On-The-Go grooming occasions will grow over the next five years
• Gyms and the workplace are increasingly important OTG occasion locations
• Consumers OTG grooming practices are increasingly determined by specific emotional need states
• Convenience remains key
• Action points
• Action points

CHAPTER 2 THE FUTURE DECODED

• Introduction
• A faster pace of life drives On-The-Go grooming
• On-The-Go personal care entails specific need states
• TREND: the number of On-The-Go occasions is rising
• There are three main types of OTG occasion
• Staying Away From Home occasions have the largest share
• Staying Away From Home can happen in several ways
• Increasing ease of travel drives SAFH occasions, especially in Europe
• On-The-Move occasions will remain a very small segment
• On-The-Move personal care concerns mainly women
• Americans are slightly less likely than Europeans to groom On-The-Move
• Personal care use at work and after sport will continue to grow
• Almost a quarter of occasions take place in the workplace or in gyms
• Workplace, sport and other occasions are far more popular in the US
• TREND: there are gender differences in OTG personal care
• Women will remain the main users of OTG personal care
• In Europe, mens OTG occasions are growing faster than womens...
• ... however American men will remain more reluctant to groom On-The-Go
• TREND: haircare will benefit most from the growth in On-The-Go Occasions
• Consumers increasingly use make-up and skincare On-The-Go
• Consumers are wary of conducting personal hygiene On-The-Go
• American consumers will drive growth in OTG oral care
• TREND: consumers need states will dictate product choices
• Convenience will remain the most important need for consumers
• Consumers will increasingly want effective and fast acting products
• Confidence boosts and refreshment will become increasingly important needs
• INSIGHT: traveling highlights important On-The-Go personal care needs
• Refreshment and peace of mind are key need states when traveling
• Many travelers wish to maintain their grooming regimes
• Consumers often take their usual personal care products when traveling...
• ... but they would prefer to have adapted products
• Men and women have different grooming priorities when traveling
• Women are particularly attached to skincare and haircare
• Men attach greater importance to oral care and shaving regimes
• INSIGHT: going gut entails specific consumer needs
• Much grooming for going out takes place in the workplace
• Some consumers address personal care needs throughout the working day
• The need for quick fixes and touch-ups is growing
• Consumers seek branded products in on-trade channels
• There is a need for more widely available branded products in small sizes
• INSIGHT: there are clear inhibitors to On-The-Move grooming
• A key need state for OTM personal care is discretion
• Many consumers view grooming as a private affair
• On-The-Move grooming often happens despite self-consciousness
• Consumers are intimidated by other travelers perception of OTM grooming
• Ease of application is an essential requirement for OTM products
• INSIGHT: consumers needs after sports and leisure are not fully met
• Consumers adapt their grooming in this context to the available facilities
• Good facilities encourage use
• Use of personal care products in gyms would grow if better products were available
• Conclusions

CHAPTER 3 ACTION POINTS

• Introduction
• Adapt packaging to OTG use
• Packaging is key in developing products for On-The-Move use
• Offer skincare products in single dose formats
• Develop On-The-Move formats of existing brands
• Offer consumers refills and refillable bottles
• Offer consumers products in single-dose formats
• Target sport and outdoor activities
• Target men with OTG products that are both fun and practical
• Develop portable multifunctional products
• Target outdoor events such as music festivals
• Develop new distribution channels to facilitate OTG usage
• Develop vending machines as an effective OTG channel
• Develop products for use in on-trade channels
• Case study: disposable toothbrushes with toothpaste in Spain
• Highlighting "refreshment" and confidence in oral care
• Oral care sets the standard for others to follow
• Case study: Oral B Brush-Ups
• Focus on sensory aspects of toothpaste to target women

CHAPTER 4 APPENDIX

• Supplementary Data
• Number of On-The-Go personal care occasions by occasion location and country
• France
• Germany
• Italy
• Netherlands
• Spain
• Sweden
• UK
• Other Europe
• Value of On-The-Go personal care occasions by occasion location and country
• France
• Germany
• Italy
• Netherlands
• Spain
• Sweden
• UK
• Other Europe
• Frequency of On-The-Move grooming by country, gender and age group
• Men
• Women
• Frequency of grooming in the workplace by country, gender and age group
• Women
• Men
• Definitions
• Research methodology
• How to contact experts in your industry
• List of Tables
• Table 1: Number of personal and oral care On-The-Go occasions by use location and gender, 2004-2009 (billions)
• Table 2: Value of personal and oral care On-The-Go occasions by use location and gender, 2004-2009 (US$ billions)
• Table 3: Average frequency of On-The-Move grooming among female consumers by age group, Europe and US, 2005
• Table 4: Average frequency of On-The-Move grooming among male consumers, by age group, Europe and US, 2005
• Table 5: Average frequency of grooming in the workplace among female consumers by age group, Europe and US, 2005
• Table 6: Average frequency of grooming in the workplace among male consumers by age group, Europe and US, 2005
• Table 7: Number of personal and oral care On-The-Go occasions by gender and age group, 2004-2009 (billions)
• Table 8: Market value of personal and oral care On-The-Go occasions by gender, 2004-2009 (US$m)
• Table 9: Number of personal and oral care On-The-Go occasions by product market, 2004-2009 (billions)
• Table 10: Personal and oral care occasions market value by product market, 2004-2009 (US$m)
• Table 11: Industry Opinion Survey: answers to the question "How important do you think the following consumer need states will be for On-The-Go personal care over the next five years?"
• Table 12: Consumer survey: answers to the question "Which type of product do you attach most importance to when traveling?"
• Table 13: Consumer survey: answers to the question "When traveling, how often do you?"
• Table 14: Consumer survey: answers to the question "In the context of going out, how often do you use personal care products in the following locations?"
• Table 15: Consumer survey: answers to the question "How much do you agree with the following statements relating to grooming in public, for instance on public transport?"
• Table 16: Health club membership, by country, (% population aged 6+) 2002-2008
• Table 17: Industry opinion survey: answers to the question "Which of these product attributes do you think consumers will attach the most importance to over the next five years in the context of On-The-Go personal and oral care?"
• Table 18: Industry opinion survey: answers to the question "which of the following On-The-Go occasions do you think it will be the most important to target over the next five years?"
• Table 19: Industry opinion survey: answers to the question "How important do you think that these locations could become as channels for On-The-Go personal and oral care over the next five years?"
• Table 20: France: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
• Table 21: Germany: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
• Table 22: Italy: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
• Table 23: Netherlands: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
• Table 24: Spain: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
• Table 25: Sweden: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
• Table 26: UK: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
• Table 27: Other Europe: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
• Table 28: France: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
• Table 29: Germany: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
• Table 30: Italy: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
• Table 31: Netherlands: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
• Table 32: Spain: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
• Table 33: Sweden: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
• Table 34: UK: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
• Table 35: Other Europe: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
• Table 36: Frequency of On-The-Move grooming among male consumers, by age group and country, 2005
• Table 37: Frequency of On-The-Move grooming among female consumers, by age group and country, 2005
• Table 38: Frequency of grooming in the workplace among female consumers by age group by country, 2005
• Table 39: Frequency of grooming in the workplace among male consumers by age group by country, 2005
• Table 40: Definitions
• List of Figures
• Figure 1: Consumers On-The-Go grooming is mostly conditioned by the Sensory and Convenience mega-trends
• Figure 2: Growth in the Staying Away From Home occasion will drive OTG personal and oral care occasions over the next five years
• Figure 3: Women will continue to be the main users of OTG personal and oral care
• Figure 4: Consumers will remain more likely to use haircare products than any others when On-The-Go for the next five years
• Figure 5: Consumers On-The-Go grooming is mostly conditioned by the Sensory and Convenience mega-trends
• Figure 6: Convenience and quick fixes will be the most important need states to target over the next five years
• Figure 7: When traveling, consumers attach most importance to products that are part of their regime, especially oral care
• Figure 8: Consumers often adapt their regimes for traveling
• Figure 9: Some manufacturers have attempted to enable consumers to maintain their regimes away from home
• Figure 10: The workplace is the second most important occasion location, largely because of going out
• Figure 11: The most popular OTG occasion location when going out is the workplace
• Figure 12: The contents of workplace personal care drawers are tailored to address distinct needs
• Figure 13: Consumers find application OTM difficult
• Figure 14: Compact packaging will be the most effective way of targeting On-The-Move use
• Figure 15: Packaging is key in developing products for On-The-Move use
• Figure 16: Refillable bottles enable consumers to maintain their personal care habits when away from home
• Figure 17: Single doses enable consumers to maintain skincare regimes when OTG
• Figure 18: Single use styling agents enable OTG hairstyle touch-ups
• Figure 19: Sporting activities will be important OTG occasions to target over the next five years
• Figure 20: Products designed for OTG use need to offer benefits beyond simple practicality to give themselves a competitive advantage
• Figure 21: Products not requiring water are ideal for targeting outdoor OTG occasions
• Figure 22: The workplace and gyms represent an opportunity to develop new channels
• Figure 23: Toothbrush vending machines show how OTG personal care needs can be met in on-trade channels
• Figure 24: Oral B Brush-Ups offer an effective solution to oral care OTG
• Figure 25: GoSmiles oral care products are focused on sensory experiences