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

 Published On: Oct, 2013 |    No of Pages: 76 |  Published By: Canadean | Format: PDF
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Product Synopsis

This report provides the results for the Make-up market in Italy 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 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, Face, Lip, 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.
Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Analysis of the Make-up market in Italy by age reveals that Older Consumers account for the largest share of consumption by value. This is a result of the large size of the age group, their high consumption frequency in categories such as Face Make-up and their relatively high disposable income.
Consumption analysis by wealth group reveals that the Better Off wealth group dominates the market, accounting for almost 40% of the market by value. This indicates there is a large consumer base for premium products.
Of those that do consume, Light consumption of Nail Make-up is most common among women in Italy. A significant proportion of women also use Nail Make-up at a Medium frequency. However, one-third of women are Non-users, highlighting a specific market to target.

Key Highlights

Mid-Lifers are the heaviest consumers of Eye Make-up in Italy, with over two-thirds of consumers using products in this category. Approximately one-third of consumers record Medium consumption frequency and another 20% record Light consumption frequency, indicating that suppliers should adopt strategies to encourage users to consume their products more often.
Heavy consumption of Lip Make-up tends to increase with age, peaking among Mid-Lifers. While the proportion of Heavy users declines to 22% among Older Consumers, this is still higher than consumers in younger age groups, where consumption is below 10% among Kids & Babies, Early Young Adults, and Tweens & Early Teens, and approximately 15% among Older Young Adults.
Private label penetration is low in the Make-up market in Italy. The highest penetration rate is in Nail Make-up, though this is still below 10%.

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 Retailer Choice and Category Share
8.1 Retailer Volume Share by Category
8.1.1 Retail Share by Volume - Eye Make-up
8.1.2 Retail Share by Volume - Face Make-up
8.1.3 Retail Share by Volume - Lip Make-up
8.1.4 Retail Share by Volume - Nail Make-up
8.2 Profiles of End-Consumers of Make-up, by Retailer Used
8.2.1 Auchan
8.2.2 Bennet SpA
8.2.3 Carrefour
8.2.4 Conad
8.2.5 Coop Italia
8.2.6 Despar Servizi
8.2.7 Esselunga
8.2.8 Finiper
8.2.9 Interdis
8.2.10 PAM
8.2.11 Selex
8.2.12 Sisa
8.2.13 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Make-up Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Italy Survey Respondent profile (weighted), 2012
Table 4: Italy Make-up Value Share (%), by Age Groups, 2012
Table 5: Italy Make-up Value Share (%), by Gender, 2012
Table 6: Italy Make-up Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Italy Make-up Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Italy Make-up Value Share (%) by Wealth Groups, 2012
Table 9: Italy Make-up Value Share (%) by Busy Lives Groups, 2012
Table 10: Italy Eye Make-up Consumer Group Share (% market value), 2012
Table 11: Italy Face Make-up Consumer Group Share (% market value), 2012
Table 12: Italy Lip Make-up Consumer Group Share (% market value), 2012
Table 13: Italy Nail Make-up Consumer Group Share (% market value), 2012
Table 14: Italy Total Eye Make-up Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Italy Total Face Make-up Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Italy Total Lip Make-up Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Italy Total Nail Make-up Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Italy Eye Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Italy Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Italy Face Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Italy Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Italy Lip Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Italy Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Italy Nail Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Italy Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Italy Eye Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 27: Italy Face Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 28: Italy Lip Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 29: Italy Nail Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 30: Italy Make-up Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 31: Italy Eye Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 32: Italy Face Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 33: Italy Lip Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 34: Italy Nail Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 35: Italy, Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 36: Italy, Eye Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 37: Italy, Face Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 38: Italy, Lip Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 39: Italy, Nail Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 40: Italy Make-up Market Value (Euro million), by Category, 2012
Table 41: Italy Make-up Market Value (US$ million), by Category, 2012
Table 42: Italy Make-up Market Volume (Kg m or Ltrs m), by Category, 2012
Table 43: Italy Make-up Market Value (US$ million), by Category, 2012
Table 44: Italy Make-up Expenditure Per Capita (Euro), by Category, 2012
Table 45: Italy Make-up Expenditure Per Capita (US$), by Category, 2012
Table 46: Italy Make-up Expenditure Per Household (Euro), by Category
Table 47: Italy Make-up Expenditure Per Household (US$), by Category
Table 48: Italy Make-up Market Volume (Kg m or Ltrs m) by Category, 2012
Table 49: Italy Make-up Consumption Per Capita by Category, 2012
Table 50: Italy Make-up Consumption Per Household, by Category, 2012
Table 51: Italy Eye Make-up Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 52: Italy Face Make-up Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 53: Italy Lip Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 54: Italy Nail Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 55: Italy: Profile of Make-up Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 56: Italy: Profile of Make-up Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2012
Table 57: Italy: Profile of Make-up Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 58: Italy: Profile of Make-up Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2012
Table 59: Italy: Profile of Make-up Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2012
Table 60: Italy: Profile of Make-up Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2012
Table 61: Italy: Profile of Make-up Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2012
Table 62: Italy: Profile of Make-up Consumers Whose Goods Mainly Come From Finiper (% by Subgroup, as tracked by the Survey), 2012
Table 63: Italy: Profile of Make-up Consumers Whose Goods Mainly Come From Interdis (% by Subgroup, as tracked by the Survey), 2012
Table 64: Italy: Profile of Make-up Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2012
Table 65: Italy: Profile of Make-up Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2012
Table 66: Italy: Profile of Make-up Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2012
Table 67: Italy: Profile of Make-up Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Italy Make-up Value Share (%), by Age Groups, 2012
Figure 3: Italy Make-up Value Share (%), by Gender, 2012
Figure 4: Italy Make-up Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Italy Make-up Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Italy Make-up Value Share (%) by Wealth Groups, 2012
Figure 7: Italy Make-up Value Share (%) by Busy Lives Groups, 2012
Figure 8: Italy Eye Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Italy Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Italy Face Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Italy Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Italy Lip Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Italy Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Italy Nail Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Italy Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Italy Make-up Market Value (US$ million), by Category, 2012
Figure 17: Italy Make-up Expenditure Per Capita (US$), by Category, 2012
Figure 18: Italy Make-up Expenditure Per Household (US$), by Category
Figure 19: Italy Eye Make-up Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 20: Italy Face Make-up Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 21: Italy Lip Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 22: Italy Nail Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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