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FOCUS 22


F


MCGs with personal care products stuck in the abandoned middle ground may need to deploy strategies used in emerging markets to regear their portfolios for the cash conscious consumer.


The way we shop and the products we buy have changed. This polarisation of sales to either end of the brand spectrum risks leaving some products in FMCG portfolios marooned in the middle, appealing to none.


The prestige sector continues to be a strong performer in the facial skincare market, with sales increasing


20%


from 2012-13 and a 40% market share maintained


say they


are switching from their regular ‘premium’ brands to a cheaper alternative.


Source: Consumer Insights Panel & IGD Shopper’s Vista


3.6% © 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member fi rm of the KPMG network of independent member fi rms affi liated with KPMG International Cooperative, a Swiss entity. All rights reserved.


For categories like personal care, this means a total rethink. Shoppers struggling to squeeze every last penny out of their weekly shop may not be able to buy a full size bottle of branded bubble bath, and so motivated by price, they switch to a cheaper brand. However, if manufacturers could offer them a smaller bottle, with a price tag that suits their basket better, the customer might choose to buy the amount they need for now from the label they love.


of health and beauty shoppers are only buy products they need, adopting a self-rationing instinct.


39%


FLIGHT TO VALUE


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