RESEARCH
The research found that nearly a quarter of females are still on the hunt for an effective anti-ageing product
ucts with promises ranging from wrinkle plumping to face fi rming – even in average- sized department stores and spas – is set to increase. Helping consumers to navigate the ever-growing portfolio of products will be key for brands looking to stake a claim or maintain a foothold in the market.
Room for improvement Furthermore, the anti-ageing market will continue to be driven by an ageing popu- lation. Europe’s baby boomers are now in their 60s, and by 2013, the number of people aged 55 to 64 and 65-plus will grow substan- tially. T is off ers enormous opportunities for anti-ageing skincare manufacturers – and organisations off ering such treatments – and may draw the focus away from the entry level of 35 to 44 year olds, whose numbers are fall- ing into the older age brackets. Use of anti-wrinkle and anti-ageing facial
skincare products tend to drop off noticeably once consumers hit their mid-60s, so the chal-
GATHERING DATA
stores, pharmacies, grocers and direct sellers. It doesn’t track sales through salons and spas and Mintel’s separate Online Beauty report deals with web sales of beauty products. Product information comes from the company’s global new products database, which tracks all beauty launches across the world from hair, face and body to toiletries and fragrances.
T
lenge for the industry is to make its products relevant and appealing to these women. How- ever, women are a hopeful lot. T e research found that a quarter of females are still on the hunt for an eff ective anti-ageing product, while nearly two in 10 are willing to give such products the benefi t of the doubt. This challenge is compounded by the
Products at the
luxury end of the market [in retail
stores] had a strong
performance... which suggests that women place more trust in higher-priced brands
relatively low levels of satisfaction with anti- ageing products. At most, only a quarter of Italian women have found an anti-ageing product that works and continue to use it. While two in 10 women, everywhere but in Germany, have given up on their search due to lack of results. Almost a quarter of UK adults (men and women) who use anti-age- ing creams believe they have yet to fi nd a cream that works for them and so constantly change the products they use in a bid to fi nd one that delivers. Challenges – and oppor- tunities – therefore remain for retailers and operators to respond, to help consumers fi nd what they are looking for.
60 Read Spa Business online
spabusiness.com / digital
he beauty team at Mintel collects data relating to sales through department stores, chain drug
T e consumer research for anti-ageing
skincare took two forms: usage statis- tics compiled from 10,000 women in France, Germany, Spain and the UK and more detailed consumer research from 1,000 women in these countries plus Italy. T e information was analysed by Mintel’s beauty team who have years of experience in the industry and who sup- plement it with their own insights and interviews with key industry figures. Details:
www.mintel.com/bi
When it comes to what worries consumers
most, lines and wrinkles are the top ageing concerns throughout the big fi ve, cited by more than half (53 per cent) of Spanish con- sumers, fi ve in 10 (48 per cent) in France, four in 10 (46 per cent) consumers in Italy and 44 per cent in the UK. German consum- ers are the most relaxed with just three in 10 (33 per cent) concerned about age lines and wrinkles. Mintel’s research also shows that image-
conscious French women splashed €32 (us$45, £28) per head in 2010 on anti-age- ing products, followed by Italians with €17.5 (us$25, £15) and British women with €15 (us$21, £13). Germans, in fourth place, spent €11.5 (us$16, £10), while Spain reg- istered the weakest performance with just below €7 (us$10, £6) per head. Looking forwards, the industry shouldn’t
rest on its laurels – one size does not fi t all when it comes to wrinkles and there are many more development opportunities. ●
SPA BUSINESS 3 2011 ©Cybertrek 2011
PHOTO:
SHUTTERSTOCK.COM/WAVEBREAKMEDIA LTD
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