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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.
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.