The Generation X BPC Consumer - UK - February 2019

OVERVIEW
What you need to know
Products covered in this Report
Mintel generation definitions
EXECUTIVE SUMMARY
The market
The future is now
Knocking on an open door
Companies and brands
Create your own
Figure 1: UK beauty and personal care NPD with anti-ageing claims, 2015-18
Multi-dimensional
The consumer
Moving forward
Figure 2: Signs of ageing addressed (all vs Generation X), November 2018
Fast and focused
Figure 3: Usage frequency of beauty/grooming categories amongst Generation X, November 2018
Tailored retail
Figure 4: Retailers where beauty/grooming products are purchased, by generation, November 2018
Speed is the objective
Figure 5: Factors considered most important in a beauty/grooming product amongst Generation X, November 2018
I know what I like
Figure 6: Correspondence analysis for brand perceptions amongst Generation X, November 2018
Difference of opinion
Figure 7: Attitudes towards BPC amongst Generation X, November 2018
What we think
ISSUES AND INSIGHTS
Keep convenience in mind
The facts
The implications
Separate from seniors
The facts
The implications
Rooted in familiarity
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
The future is now
Knocking on an open door
MARKET DRIVERS
Generation X are a fifth of the population
Figure 8: Age structure of the UK population (projected), 2018
Appearance less important
Figure 9: Importance of appearance, by generation and gender, September 2018
Little financial preparation
Figure 10: Pension product ownership (net of all pension products), by generation, October 2017
Sandwich years
The best of both worlds
Figure 11: Trends in cutting down social media use (all v Generation X), April 2018
Let’s talk about it
Figure 12: Meg Mathews’ online menopause resources, December 2018
Making campaigns ‘ageless’
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Create your own
Multi-dimensional
INNOVATION AND MARKETING ACTIVITY
Between prevention and treatment
Figure 13: Shiseido Essential Energy Moisturising Cream, March 2018
Figure 14: Sonoya Mizuno fronts Shiseido’s Essential Energy campaign, October 2018
Make it yourself
Figure 15: Enhance + Glow palette by B-Glowing Beauty, August 2018
Campaign representation
Figure 16: L’Oréal Paris and Prince’s Trust training programme campaign, February 2017
Figure 17: #AgeWellRevolution campaign by Neal’s Yard Remedies, August 2018
Anti-ageing takes on new forms
Figure 18: UK beauty and personal care NPD with anti-ageing claims, 2015-18
Figure 19: Multi-use colour cosmetic launches with anti-ageing claims, 2018
THE CONSUMER – WHAT YOU NEED TO KNOW
Moving forward
Fast and focused
Tailored retail
Speed is the objective
I know what I like
Difference of opinion
APPEARANCE AND AGEING
From the neck down
Figure 20: Signs of ageing addressed (all vs Generation X), November 2018
Figure 21: Skincare launches specifically aimed at neck/décolleté, 2018
The trouble with greys
Figure 22: Signs of ageing addressed, by generation, November 2018
Figure 23: Semi-permanent/Temporary hair colourant launches, 2017-18
PRODUCT USAGE
Focus on the functional
Figure 24: Any usage of beauty/grooming categories (all vs Generation X) (NET), November 2018
Figure 25: Usage frequency of beauty/grooming categories amongst Generation X, November 2018
Figure 26: Hair styling launches with time/speed or ease of use claims, 2017-18
Traditional routines
Figure 27: Usage frequency of selected beauty/grooming categories (all vs Generation X), November 2018
Figure 28: Men’s usage of selected beauty/grooming categories (all vs Generation X), November 2018
Figure 29: Repertoire of BPC categories used amongst Generation X, by gender, November 2018
PURCHASING BPC PRODUCTS
Retailers fuel dissatisfaction
Figure 30: Retailers where beauty/grooming products are purchased, by generation, November 2018
Capture spend now
Figure 31: Average monthly spend on beauty/grooming products, by generation, November 2018
Figure 32: Average monthly spend on beauty/grooming, by gender (all vs Generation X), November 2018
PRODUCT FEATURES
What’s age got to do with it?
Figure 33: Factors considered most important in a beauty/grooming product amongst Generation X, November 2018
Taking it easy
Figure 34: Factors considered most important in a beauty/grooming product (any rank) (all vs Generation X), November 2018
Figure 35: Seoulista Beauty’s Rosy Hands Instant Manicure (Revive Express Beauty), 2018
Natural not a concern
BRAND PERCEPTIONS
Trust in the traditional
Figure 36: Correspondence analysis for brand perceptions amongst Generation X, November 2018
Prestige feels unrelatable
Figure 37: Brand perceptions amongst Generation X, November 2018
Figure 38: #DPx Clinique FIT, January 2018
Figure 39: Clinique iD Hydrating Jelly Base + Active Cartridge Concentrate Lines & Wrinkles, December 2018
GENERATION X ATTITUDES TOWARDS BPC
Don’t let me be misunderstood
Figure 40: Attitudes towards BPC amongst Generation X, November 2018
In-store alienation
Stuck in the middle
Figure 41: Attitudes towards BPC (any agree), by generation, November 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Correspondence map methodology