The Indian Make-up Market: What Consumers Use and Why?

 Published On: Oct, 2013 |    No of Pages: 56 |  Published By: Canadean | Format: PDF
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Product Synopsis

This report provides the results for the Make-up market in India from Canadean’s 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 2008–2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Eye, face, lip, 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.

Key Market Issues

Consumption frequency analysis reveals that the overall use of face make-up products declines from a usage rate of 50% among Older Young Adults to 25% among Pre-Mid-Lifers. Though its usage improves among Mid-Lifers and Older Consumers, overall demand remains below 50%.
Only slightly more women use Nail Make-up than men, with the main difference between the two genders being in the Heavy consumption category: 17% of women are Heavy users compared to 10% of men. As such, suppliers should carefully consider how their Nail Make-up products will be used by both genders, rather than targeting just women.
Consumption of Lip Make-up is highest among Older Young Adults, despite this age group containing a relatively low number of Heavy Consumers. Light consumption is most common across the age groups, indicating that suppliers should consider strategies to increase current consumption frequencies.

Key Highlights

Make-up manufacturers in India are usually global companies with well-established brands in both domestic and international markets. As such, private label brands have an insignificant market share, amounting to less than an8-13% penetration rate across all categories in the Indian make-up market.
Lip Make-up is the largest category in the Indian market, followed by Nail and Eye Make-up. Face Make-up is the smallest category in the market, accounting for approximately 12% of sales.
Consumer survey results indicate that Changing age structures and Changing Lifestyles are the key factors influencing consumers’ purchasing decisions with regards to make-up products in India. India’s young population and growing urbanization will shape the market in the coming years.

Table of Contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Make-up Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Eye Make-up
3.2.2 Face Make-up
3.2.3 Lip Make-up
3.2.4 Nail Make-up
3.3 Behavioral Trends and Market Value
3.3.1 Eye Make-up
3.3.2 Face Make-up
3.3.3 Lip Make-up
3.3.4 Nail Make-up
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Eye Make-up
4.1.2 Face Make-up
4.1.3 Lip Make-up
4.1.4 Nail Make-up
4.2 Consumer Profiles by Product Category
4.2.1 Eye Make-up
4.2.2 Face Make-up
4.2.3 Lip Make-up
4.2.4 Nail Make-up
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Make-up Brand Choice and Private Label Consumer Penetration
5.2.1 Eye Make-up
5.2.2 Face Make-up
5.2.3 Lip Make-up
5.2.4 Nail Make-up
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Make-up
6.1.2 Eye Make-up
6.1.3 Face Make-up
6.1.4 Lip Make-up
6.1.5 Nail Make-up
7 Consumption Impact: Market Valuation
7.1 Make-up Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Make-up Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Make-up Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables

Table 1: Volume Units for the Make-up Market
Table 2: Foreign Exchange Rate - INR vs. USD
Table 3: India Survey Respondent profile (weighted), 2012
Table 4: India Make-up Value Share (%), by Age Groups, 2012
Table 5: India Make-up Value Share (%), by Gender, 2012
Table 6: India Make-up Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: India Make-up Value Share (%) by Education Level Achieved Groups, 2012
Table 8: India Make-up Value Share (%) by Wealth Groups, 2012
Table 9: India Make-up Value Share (%) by Busy Lives Groups, 2012
Table 10: India Eye Make-up Consumer Group Share (% market value), 2012
Table 11: India Face Make-up Consumer Group Share (% market value), 2012
Table 12: India Lip Make-up Consumer Group Share (% market value), 2012
Table 13: India Nail Make-up Consumer Group Share (% market value), 2012
Table 14: India Total Eye Make-up Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: India Total Face Make-up Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: India Total Lip Make-up Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: India Total Nail Make-up Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: India Eye Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: India Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: India Face Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: India Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: India Lip Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: India Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: India Nail Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: India Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: India Eye Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 27: India Face Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 28: India Lip Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 29: India Nail Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 30: India Make-up Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 31: India Eye Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 32: India Face Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 33: India Lip Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 34: India Nail Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 35: India Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 36: India Eye Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 37: India Face Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 38: India Lip Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 39: India Nail Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 40: India Make-up Market Value (Indian Rupee million), by Category, 2012
Table 41: India Make-up Market Value (US$ million), by Category, 2012
Table 42: India Make-up Market Volume by Category, 2012
Table 43: India Make-up Market Value (US$ million), by Category, 2012
Table 44: India Make-up Expenditure Per Capita (Indian Rupee), by Category, 2012
Table 45: India Make-up Expenditure Per Capita (US$), by Category, 2012
Table 46: India Make-up Expenditure Per Household (Indian Rupee), by Category
Table 47: India Make-up Expenditure Per Household (US$), by Category
Table 48: India Make-up Market Volume by (Kg m or Ltrs m)Category, 2012
Table 49: India Make-up Consumption Per Capita by Category, 2012
Table 50: India Make-up Consumption Per Household by Category, 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: India Make-up Value Share (%), by Age Groups, 2012
Figure 3: India Make-up Value Share (%), by Gender, 2012
Figure 4: India Make-up Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: India Make-up Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: India Make-up Value Share (%) by Wealth Groups, 2012
Figure 7: India Make-up Value Share (%) by Busy Lives Groups, 2012
Figure 8: India Eye Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: India Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: India Face Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: India Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: India Lip Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: India Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: India Nail Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: India Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: India Make-up Market Value (US$ million), by Category, 2012
Figure 17: India Make-up Expenditure Per Capita (US$), by Category, 2012
Figure 18: India Make-up Expenditure Per Household (US$), by Category

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