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Facial Skincare - UK - May 2013

INTRODUCTION
Products covered in this report
Definitions of mass market and prestige
Abbreviations
EXECUTIVE SUMMARY
The market: Prestige products reach 40% market share
Figure 1: Best and worst case forecast UK value sales of facial skincare products, 2007-17
Market drivers: Ageing population may boost products for mature skin
New product development: Time/speed a growing claim
Figure 2: UK new product launches of face, neck and eyecare products, % by top claims, Jan 2009-Mar 2013
The consumer: Men and women primarily seek skin hydration
Figure 3: Facial skin type, by gender, March 2013
Figure 4: Facial skincare products used, by gender, March 2013
Figure 5: Most important product attributes, by gender, March 2013
What we think
ISSUES IN THE MARKET
How will an ageing population affect the facial skincare market?
Which product attribute is most important to consumers?
How can men be encouraged to use facial skincare products more frequently?
How can consumer trust be reignited in product claims?
TREND APPLICATION
Trend: Return to the Experts
Trend: Extend my Brand
Mintel Futures: Old Gold
MARKET DRIVERS
Key points
Ageing population may boost products for mature skin
Figure 6: Trends in the age structure of the UK population, 2007-17
Increasing employment creates opportunities for convenience products
Figure 7: Employment trends, by gender, 2007-17
Diversifying UK population requires diversified product ranges
Figure 8: Ethnic groups, England and Wales, 2011
Fewer sunshine hours may reduce SPF requirement
Figure 9: Summer sunshine and rainfall trends, 2000-12
UK’s evolving diet and nutrition is affecting skincare needs
Figure 10: Trends in the number of adult smokers in the UK by gender, 2000-10
Animal testing ban now in force
One in five interested in cosmetic skin procedures
Figure 11: Cosmetic procedures had, and interest in having, March 2013
Increasing incidence of skin complaints
MARKET SIZE AND FORECAST
Key points
Men’s and prestige products drive growth
Figure 12: UK retail value sales of facial skincare, at current and constant prices, 2007-17
Figure 13: Best and worst case forecast UK value sales of facial skincare products, 2007-17
Forecast methodology
SEGMENT PERFORMANCE
Key points
Women’s mass market losing ground to prestige products
Figure 14: Retail value sales of mass market and prestige products, 2011-12
Women’s mass market
Figure 15: UK retail value sales of women’s mass market skincare, by sector 2011-12
CHANNELS TO MARKET
Key points
Boots remains leading retailer
Figure 16: UK retail sales of facial skincare, by outlet type, 2011-12
Department stores benefit from prestige sales growth
WHO’S INNOVATING?
Key points
Innovation in skincare continues to rise
Figure 17: UK new product launches of face, neck and eyecare products, index by year 2009-12
Face and neck products dominate NPD
Figure 18: UK new product launches of face, neck and eyecare products, % share by category, January 2009-March 2013
Amplified new product innovation in 2012
Figure 19: UK new product launches of face, neck and eyecare products, launch type, Jan 2009-March 2013
Anti-ageing and time/speed claims respond to consumer needs
Figure 20: UK new product launches of face, neck and eyecare products, % by top five claims, Jan 2009-Mar 2013
Own-label share of launches remains small
Figure 21: UK new product launches of face, neck and eyecare products, % own-label vs. branded, Jan 2009-March 2013
High level of relaunch activity from Boots in 2012
Figure 22: UK new product launches of face, neck and eyecare products, % share by company, Jan-Dec 2012
MARKET SHARE
Key points
Battle for mass market leadership
Figure 23: Manufacturers’ shares in mass-market facial skincare, 2011-12
COMPANIES AND PRODUCTS
Alliance Boots
Figure 24: Alliance Boots UK health and beauty division: Financial performance, 2007/08-2011/12
Figure 25: Examples of new product launches by Boots UK in the UK facial skincare market, June 2012-February 2013
Beiersdorf
Figure 26: Beiersdorf, financial performance, 2010 and 2011
Figure 27: Examples of new product launches by Beiersdorf in the UK facial skincare market, June 2012-February 2013
Estée Lauder companies
Figure 28: Estée Lauder UK, financial results 2011-12
Figure 29: Examples of product launches by Estée Lauder in the UK facial skincare market, June 2012-February 2013
L’Oréal
Figure 30: L’Oréal (UK) Ltd, financial performance, 2010-11
Figure 31: Examples of new product launches by L’Oréal in the UK facial skincare market, June 2012-February 2013
P&G
Figure 32: Procter & Gamble (global), financial performance, 2011 and 2012
Figure 33: Examples of new product launches by P&G in the UK facial skincare market, June 2012-February 2013
Unilever
Figure 34: Unilever, financial performance, 2011-12
Figure 35: New product launches of Unilever in the UK facial skincare market, June 2012-February 2013
BRAND COMMUNICATION AND PROMOTION
Key points
Total advertising spend fell in 2012
Figure 36: Main monitored above-the-line advertising spend on facial skincare, 2008-12
Spend shifting away from TV
Figure 37: Advertising spend, by media type, 2008-12
Facial moisturisers account for over half of advertising spend
Figure 38: Advertising spend by category, 2012
Top 3 advertisers reduced spend in 2012
Figure 39: Top 5 advertising spends by company, 2008-12
BRAND RESEARCH
Brand map
Figure 40: Attitudes towards and usage of brands in the facial skincare sector, March 2103
Correspondence analysis
Brand attitudes
Figure 41: Attitudes by facial skincare brand, March 2103
Brand personality
Figure 42: Facial skincare brand personality – macro image, March 2103
Figure 43: Facial skincare brand personality – micro image, March 2103
Brand experience
Figure 44: Facial skincare brand usage, March 2103
Figure 45: Satisfaction with various facial skincare brands, March 2103
Figure 46: Consideration of facial skincare brands, March 2103
Figure 47: Consumer perceptions of current facial skincare brand performance, March 2103
Figure 48: Facial skincare brand recommendation – Net Promoter Score, March 2103
Brand index
Figure 49: Facial skincare brand index, March 2103
Figure 50: Facial skincare brand index vs. recommendation, March 2103
Target group analysis
Figure 51: Target groups, March 2103
Figure 52: Facial skincare brand usage, by target groups, March 2103
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
THE CONSUMER – PRODUCT USAGE & FREQUENCY AMONGST WOMEN
Key points
Combination skin is the new normal
Figure 53: Women’s facial skin type, May 2012 and March 2013
Eight in ten women use facial moisturiser
Figure 54: Female usage of facial skincare products, March 2013
Anti-ageing a priority for older women
Young women focus on make-up
City girls cleaning up with cleanser
Convenient formats could increase frequency of use
Figure 55: Female frequency of using skincare products, March 2013
THE CONSUMER – PRODUCT USAGE & FREQUENCY AMONGST MEN
Key points
Men more likely than women to suffer from dry or oily skin
Figure 56: Facial skin type, by gender, March 2013
Men in their mid-twenties are key facial skincare consumers
Figure 57: Facial skincare products used, March 2013
Younger men more involved in their skincare regimes
Innovations in male BB creams present a market opportunity
Left to their own devices, men are less likely to use facial skincare
Frequency of use
Figure 58: Men’s frequency of using facial skincare products, March 2013
Mature men stick to soap and water
Convenience claims resonate with men as well
THE CONSUMER – SPEND ON FACIAL SKINCARE
Key points
Anti-ageing products command the highest spend
Figure 59: Amount spent on facial skincare products, March 2013
Scope to offer skincare devices in a gifting capacity
Multifunction products inspire a higher spend
THE CONSUMER – DESIRED PRODUCT ATTRIBUTES
Key points
Skin hydration is consumers’ primary goal
Figure 60: Most important product attributes, by gender, March 2013
Men interested in refreshing products
THE CONSUMER – FACIAL SKINCARE ROUTINES
Key points
Female consumers follow a daily regimen
Figure 61: Attitudes towards skincare routines, by gender, March 2013
Consumers more interested in saving time than money
THE CONSUMER – SHOPPING FOR FACIAL SKINCARE
Key points
Over half of women don’t believe claims made by skincare products
Figure 62: Attitudes towards buying facial skincare products, by gender, March 2013
Consumers stock-up during promotional periods
Encouraging peer reviews may reassure consumers of product claims
APPENDIX – MARKET DRIVERS
Figure 63: Total number of consultants in dermatology, 2009 and 2010
APPENDIX – BRAND RESEARCH
Figure 64: Brand usage, March 2013
Figure 65: Brand commitment, March 2013
Figure 66: Brand momentum, March 2013
Figure 67: Brand diversity, March 2013
Figure 68: Brand satisfaction, March 2013
Figure 69: Brand recommendation, March 2013
Figure 70: Brand attitude, March 2013
Figure 71: Brand image – macro image, March 2013
Figure 72: Brand image – micro image, March 2013
Figure 73: Profile of target groups, by demographics, March 2013
Figure 74: Psychographic segmentation, by target groups, March 2013
Figure 75: Brand usage, by target groups, March 2013
Brand index
Figure 76: Brand index, March 2013
APPENDIX – PRODUCT USAGE & FREQUENCY AMONGST WOMEN
Figure 77: Women’s skin type, by most popular product usage, March 2013
Figure 78: Women’s skin type, by next most popular product usage, March 2013
Figure 79: Women’s skin type, by other product usage, March 2013
Figure 80: Most popular women’s product usage, by demographics, March 2013
Figure 81: Next most popular women’s product usage, by demographics, March 2013
Figure 82: Other women’s product usage, by demographics, March 2013
Figure 83: Women’s frequency of using of facial moisturiser, by demographics, March 2013
Figure 84: Women’s frequency of use of face mask or peels, by demographics, March 2013
APPENDIX – PRODUCT USAGE & FREQUENCY AMONGST MEN
Figure 85: Most popular men’s product usage by demographics, March 2013
Figure 86: Next most popular men’s product usage, by demographics, March 2013
Figure 87: Other men’s product usage, by demographics, March 2013
Figure 88: Men’s frequency of use of soap, by demographics, March 2013
APPENDIX- NUMBER OF PRODUCTS USED
Figure 89: Number of products used, by demographics, March 2013
APPENDIX – SPEND ON FACIAL SKINCARE
Figure 90: Average amount spent on facial skincare products, March 2013
Figure 91: Amount spent on facial moisturiser, by demographics, March 2013
Figure 92: Amount spent on anti-ageing products, by demographics, March 2013
Figure 93: Frequency of use, by amount spent on facial moisturiser, March 2013
Figure 94: Attitudes towards shopping for facial skincare products, by amount spent on facial moisturiser, March 2013
APPENDIX – DESIRED PRODUCT ATTRIBUTES
Figure 95: Product usage, by most important product attributes, March 2013
Figure 96: Product usage, by next most important product attributes, March 2013
Figure 97: Most important product attributes, by demographics, March 2013
Figure 98: Next most important product attributes, by demographics, March 2013
APPENDIX – FACIAL SKINCARE ROUTINES
Figure 99: Product usage, by most popular skincare routines, March 2013
Figure 100: Product usage, by next most popular skincare routines, March 2013
Figure 101: Product usage, by other skincare routines, March 2013
Figure 102: Most popular skincare routines, by demographics, March 2013
Figure 103: Next most popular skincare routines, by demographics, March 2013
Figure 104: Other skincare routines, by demographics, March 2013
APPENDIX – SHOPPING FOR FACIAL SKINCARE
Figure 105: Most popular attitudes towards shopping for facial skincare products, by demographics, March 2013
Figure 106: Next most popular attitudes towards shopping for facial skincare products, by demographics, March 2013
Figure 107: Other attitudes towards shopping for facial skincare products, by demographics, March 2013

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