Abstract
Overview
Introduction
The ageing of populations is the most important demographic trend occurring in
the personal care industry in the US and Europe. Today's older consumer knows
that feeling good and looking good are intrinsically linked. Defying the
effects of ageing means that demand for formulated appearance-enhancing
products is increasing, especially the most innovative and effective
anti-ageing cosmetics.
Scope
- Comprehensive data highlighting the number and growth of personal care
occasions accounted for by the Senior lifestage, by age, gender and country
- In-depth insight into Seniors' attitudes and behaviors regarding beauty
and personal appearance
- Exhaustive review of best practice NPD and Senior focused personal care
marketing campaigns from around the world
- Detailed Action Points pinpointing how to devise effective marketing
concepts that will appeal to Senior consumers in Europe and the US
Report Highlights
- Key physiological changes occur around the Senior lifestage. For example,
lower oestrogen causes dermatologic changes in post-menopausal women
associated with dryness, atrophy, and fine wrinkling. Tapping into the needs
of these consumers is important, especially helping them to overcome their
diminishing perceptions of self-beauty.
Due to their growing demographic weighting and desire to counter the physical
effects of ageing, Seniors are important personal care buyers, both in volume
and value terms. Consumers aged 45-plus account for 42% of the skincare,
make-up, personal & oral hygiene, fragrances and haircare consumption value in
the US and Europe.
In Europe the number of 50-plus year old consumers is forecast to increase
from 125.9 million in 1999 to 142.3 million in 2009. Corresponding data for
the US shows an increase from 75.5 million in 1999 to 96.2 million in 2009.
The percentage of the population aged 50 and over will exceed 30% in all
featured countries by 2009.
Reasons to Purchase
- Grow your market by recognizing Seniors' physical needs with regard to
grooming, and emotive attitudes and needs with regard to beauty
- Maximise financial returns by effectively targeting the fastest growing
demographic segment in Europe
- Access unique data highlighting the consumption (volume and value)
accounted for by older consumers in key personal care markets and categories
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