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

 Published On: Oct, 2013 |    No of Pages: 72 |  Published By: Canadean | Format: PDF
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Product Synopsis

This report provides the results for the Make-up market in the UK 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. Make-up is not considered an essential item 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.
Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Kids & Babies and Tweens & Early Teens contribute the lowest share value to the overall Make-up market in the UK. Make-up is often used to enhance personal appearance in the workplace or in social situations in order to improve confidence, so it is understandable that Older Consumers are more likely to feel the need to prove themselves. There may be an opportunity for marketers and manufacturers to target the younger generations.
In the UK, the Make-up market is dominated by Females with Males contributing a very small share, just 7%. This disparity is expected to reduce as Males become more interested in personal grooming and appearance.
In the UK the Better Off wealth group is the largest percentage of the population (44%) and represents the largest value share of the Make-up market (42%). Marketers have a large opportunity in the UK to target their premium product ranges at this group.

Key Highlights

Older Young Adults consume 23% of Eye Make-up sold in the UK, yet they represent just 13% of the population. Individualism is the leading behavioral trend influencing Eye Make-up consumption. Marketers can use this information to target new products at this age group.
The UK Make-up market is shown to be highly fragmented with the top five retailers accounting for less than a fifth of the total Make-up market by volume. This means that retailers have weak bargaining powers with their suppliers as the supplier can easily go elsewhere.
Half of the UK population is classed as either Time Poor (26%) or Time Pressed (24%); however, these two groups together account for a disproportionate 64% of the UK Make-up market by value. This shows that marketers have effectively targeted this group with their campaigns highlighting how long their products last (no requirement to re-apply) and how easy they are to use.

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 Asda
8.2.2 Body Shop
8.2.3 Boots
8.2.4 Lloyds
8.2.5 Sainsbury's
8.2.6 Superdrug
8.2.7 Tesco
8.2.8 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 - GBP vs. USD
Table 3: United Kingdom Survey Respondent profile (weighted), 2012
Table 4: United Kingdom Make-up Value Share (%), by Age Groups, 2012
Table 5: United Kingdom Make-up Value Share (%), by Gender, 2012
Table 6: United Kingdom Make-up Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: United Kingdom Make-up Value Share (%) by Education Level Achieved Groups, 2012
Table 8: United Kingdom Make-up Value Share (%) by Wealth Groups, 2012
Table 9: United Kingdom Make-up Value Share (%) by Busy Lives Groups, 2012
Table 10: United Kingdom Eye Make-up Consumer Group Share (% market value), 2012
Table 11: United Kingdom Face Make-up Consumer Group Share (% market value), 2012
Table 12: United Kingdom Lip Make-up Consumer Group Share (% market value), 2012
Table 13: United Kingdom Nail Make-up Consumer Group Share (% market value), 2012
Table 14: United Kingdom Total Eye Make-up Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: United Kingdom Total Face Make-up Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: United Kingdom Total Lip Make-up Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: United Kingdom Total Nail Make-up Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: United Kingdom Eye Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: United Kingdom Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: United Kingdom Face Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: United Kingdom Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: United Kingdom Lip Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: United Kingdom Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: United Kingdom Nail Make-up Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: United Kingdom Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: United Kingdom Eye Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 27: United Kingdom Face Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 28: United Kingdom Lip Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 29: United Kingdom Nail Make-up Consumer Profiles (% consumers by sub-group), 2012
Table 30: United Kingdom Make-up Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 31: United Kingdom Eye Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 32: United Kingdom Face Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 33: United Kingdom Lip Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 34: United Kingdom Nail Make-up Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 35: United Kingdom, Overall Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 36: United Kingdom, Eye Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 37: United Kingdom, Face Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 38: United Kingdom, Lip Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 39: United Kingdom, Nail Make-up: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 40: United Kingdom Make-up Market Value (Pound Sterling million), by Category, 2012
Table 41: United Kingdom Make-up Market Value (US$ million), by Category, 2012
Table 42: United Kingdom Make-up Market Volume (Kg m or Ltrs m), by Category, 2012
Table 43: United Kingdom Make-up Market Value (US$ million), by Category, 2012
Table 44: United Kingdom Make-up Expenditure Per Capita (Pound Sterling), by Category, 2012
Table 45: United Kingdom Make-up Expenditure Per Capita (US$), by Category, 2012
Table 46: United Kingdom Make-up Expenditure Per Household (Pound Sterling), by Category
Table 47: United Kingdom Make-up Expenditure Per Household (US$), by Category
Table 48: United Kingdom Make-up Market Volume (Kg m or Ltrs m), by Category, 2012
Table 49: United Kingdom Make-up Consumption Per Capita by Category, 2012
Table 50: United Kingdom Make-up Consumption Per Household by Category, 2012
Table 51: United Kingdom Eye Make-up Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 52: United Kingdom Face Make-up Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 53: United Kingdom Lip Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 54: United Kingdom Nail Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 55: United Kingdom: Profile of Make-up Consumers Whose Goods Mainly Come From Asda (% by Subgroup, as tracked by the Survey), 2012
Table 56: United Kingdom: Profile of Make-up Consumers Whose Goods Mainly Come From Body Shop (% by Subgroup, as tracked by the Survey), 2012
Table 57: United Kingdom: Profile of Make-up Consumers Whose Goods Mainly Come From Boots (% by Subgroup, as tracked by the Survey), 2012
Table 58: United Kingdom: Profile of Make-up Consumers Whose Goods Mainly Come From Lloyds (% by Subgroup, as tracked by the Survey), 2012
Table 59: United Kingdom: Profile of Make-up Consumers Whose Goods Mainly Come From Sainsbury's (% by Subgroup, as tracked by the Survey), 2012
Table 60: United Kingdom: Profile of Make-up Consumers Whose Goods Mainly Come From Superdrug (% by Subgroup, as tracked by the Survey), 2012
Table 61: United Kingdom: Profile of Make-up Consumers Whose Goods Mainly Come From Tesco (% by Subgroup, as tracked by the Survey), 2012
Table 62: United Kingdom: 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: United Kingdom Make-up Value Share (%), by Age Groups, 2012
Figure 3: United Kingdom Make-up Value Share (%), by Gender, 2012
Figure 4: United Kingdom Make-up Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United Kingdom Make-up Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United Kingdom Make-up Value Share (%) by Wealth Groups, 2012
Figure 7: United Kingdom Make-up Value Share (%) by Busy Lives Groups, 2012
Figure 8: United Kingdom Eye Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United Kingdom Eye Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United Kingdom Face Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United Kingdom Face Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: United Kingdom Lip Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United Kingdom Lip Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United Kingdom Nail Make-up Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: United Kingdom Nail Make-up Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: United Kingdom Make-up Market Share (US$ million), by Category, 2012
Figure 17: United Kingdom Make-up Expenditure Per Capita (US$), by Category, 2012
Figure 18: United Kingdom Make-up Expenditure Per Household (US$), by Category
Figure 19: United Kingdom Eye Make-up Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 20: United Kingdom Face Make-up Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 21: United Kingdom Lip Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 22: United Kingdom Nail Make-up Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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