Beauty Online - UK - December 2013

INTRODUCTION
Products covered in this report
Abbreviations
EXECUTIVE SUMMARY
Growth remains strong for online BPC purchases
Figure 1: UK estimated annual sales of beauty and personal care goods online, 2008-18
Engaging with older consumers presents opportunity
2013 a strong year for innovation in BPC e-commerce
Everyday toiletries and fragrances are the most commonly purchased products online
Figure 2: Beauty and personal care products bought online in the last year and consideration for future buying, October 2013
Product research is commonly undertaken online
Figure 3: Online activities undertaken in the last 12 months and future consideration, October 2013
Cheapest price drives consumers online
Figure 4: Consumer attitudes towards buying beauty and personal care products online, October 2013
What we think
ISSUES IN THE MARKET
How can consumers who prefer the in-store experience be encouraged to shop online?
Are beauty boxes a future retail channel?
How can e-commerce BPC retailers harness the power of social media?
How will an ageing population affect the BPC e-commerce market?
TREND APPLICATION
Trend: Play Ethic
Trend: Cam Cam
Mintel Futures Trend: Access Anything Anywhere
MARKET DRIVERS
Key points
Ageing population
Figure 5: Trends in the age structure of the UK population, by gender, 2008-18
Figure 6: Forecast adult population trends, by socio-economic group, 2008-18
Broadband & smartphone penetration increases
Figure 7: Percentage shopping or selling online in the past three months, by device, April 2013
Desire to find the cheapest price
Time pressures of modern life
Figure 8: Employment and unemployment, by gender, 2008-18
WHO’S INNOVATING?
Key points
Established retailers expand into beauty
More convenient delivery options
Blurring the lines between editorial and retail
Making shopping for fragrances easier
Other innovations
Retailers’ beauty boxes
Personalising the buying experience
Beauty apps
Sunday deliveries
MARKET SIZE AND FORECAST
Key points
Pace of growth in online beauty sales slows
Figure 9: Market size and forecast of online consumer expenditure on cosmetics and toiletries, 2008-18
Fan chart
Figure 10: UK estimated annual sales of beauty and personal care goods online, 2008-18
MARKET IN CONTEXT
Key points
Annual growth rate of internet sales slows
Figure 11: Online retail sales, 2007-12
Online toiletries and cosmetics a growing market
Figure 12: What consumers bought online from home in the last 12 months, May 2012 and April 2013
COMPANIES AND PRODUCTS
Amazon
Company background
Online presence/services
Market positioning
Figure 13: Profile of visitors to Amazon.co.uk, by age, September 2013
Figure 14: Total unique visitors to Amazon.co.uk, 12 months to September 2013
Products
Pricing
Recent developments
ASOS
Company background
Online presence/services
Market positioning
Figure 15: Profile of visitors to ASOS.com, by age, September 2013
Figure 16: Total unique visitors to ASOS.com, 12 months to September 2013
Products
Pricing
Recent developments
Boots
Company background
Online presence/services
Market positioning
Figure 17: Profile of visitors to Boots.com, by age, September 2013
Figure 18: Total unique visitors to Boots.com, 12 months to September 2013
Products
Pricing
Recent developments
Cult Beauty
Company background
Online presence/services
Market positioning
Products
Pricing
Recent developments
feelunique.com
Company background
Online presence/services
Market positioning
Figure 19: Profile of visitors to feelunique.com, by age, September 2013
Figure 20: Total unique visitors to feelunique.com, 12 months to September 2013
Products
Pricing
Recent developments
lookfantastic.com
Company background
Online presence/services
Market positioning
Figure 21: Total unique visitors to lookfantastic.com, 12 months to September 2013
Products
Pricing
Recent developments
HQhair.com
Company background
Online presence/services
Market positioning
Figure 22: Total unique visitors to HQhair.com, 12 months to September 2013
Products
Pricing
Recent developments
BRAND COMMUNICATION AND PROMOTION
Key points
Advertising spend on online beauty drops in 2012
Figure 23: Main monitored media advertising spend on online beauty, Jan 2010–Oct 2013
Multichannel retailers driving spend
Figure 24: Main monitored media advertising spend on online beauty, by company, Jan 2010-Oct 2013
Spend on internet advertising falling
Figure 25: Main monitored media advertising spend on online beauty, by company, Jan 2010-Oct 2013
Internet browsing habits of fragrance and cosmetics retail sites
Figure 26: Top 10 UK fragrances and cosmetics retail websites key measures, ranked by total unique visitors, September 2013
CHANNELS TO MARKET
Key points
Internet pure-players take a fifth of the market
Figure 27: Retailer shares of online sales of cosmetics and toiletries, 2013
THE CONSUMER – PURCHASING BEAUTY PRODUCTS ONLINE
Key points
Online grocery shopping boosts online sales of everyday toiletries
Figure 28: Beauty and personal care products bought online in the last year and consideration for future buying, October 2013
Price savings draw fragrance consumers online…
… but boosting online sales of skincare remains a challenge
A third of consumers buy five or more types of product online
Figure 29: Repertoire of beauty and personal care products bought online in the last year and consideration for future buying, by demographics, October 2013
THE CONSUMER – ONLINE ACTIVITIES
Key points
Product research is commonly undertaken online
Figure 30: Online activities undertaken in the last 12 months and future consideration, October 2013
Beauty and grooming apps have more male users
Social media and the power of reviews
THE CONSUMER – ONLINE RETAILERS USED
Key points
Online only retailers appeal with cheap prices
Figure 31: Online outlets used to purchase beauty products in last 12 months, October 2013
Four in 10 buy beauty products from supermarkets online
Rise of the screenagers
Auction sites hold a risk of fake products
Visitors to leading e-commerce sites
Figure 32: Total unique visitors to Amazon.co.uk and ASOS.com, 12 months to September 2013
Beauty pure-players see seasonal peaks
Figure 33: Total unique visitors to feelunique.com and ThePerfumeShop.com, 12 months to September 2013
ASOS.com attracts younger consumers
Figure 34: Profile of visitors to selected beauty e-commerce sites, by age, September 2013
THE CONSUMER – ATTITUDES TOWARDS SHOPPING FOR BEAUTY ONLINE
Key points
Cheaper prices drive consumers online
Figure 35: Consumer attitudes towards buying beauty and personal care products online, October 2013
Purchasing of replacement products online outstrips impulse buying
The appeal lies in convenience
Parents look for help with heavy products
THE CONSUMER - BARRIERS TO BUYING BEAUTY ONLINE
Key points
Older consumers are least likely to shop online
Women prefer the in-store shopping experience
Figure 36: Consumer reasons for not buying beauty and personal care products online in last 12 months, October 2013
Overcoming delivery concerns
APPENDIX – MARKET DRIVERS
Figure 37: Changes in financial situation, October 2013
Figure 38: Mobile shopping attitudes, November 2012
Figure 39: Technology products owned, by demographics, October 2013
APPENDIX – BRAND COMMUNICATIONS AND PROMOTION
Figure 40: Main monitored advertising spend on online beauty, by quarter, 2010-12
Figure 41: Top 30 UK fragrances and cosmetics retail websites key measures, ranked by total unique visitors, September 2013
APPENDIX – THE CONSUMER – PURCHASING BEAUTY PRODUCTS ONLINE
Figure 42: Beauty and personal care products bought online in the last year and consideration for future buying, October 2013
Figure 43: Everyday toiletries bought online in the last year and consideration for future buying, by demographics, October 2013
Figure 44: Fragrances bought online in the last year and consideration for future buying, by demographics, October 2013
Figure 45: Shampoo or conditioner for hair bought online in the last year and consideration for future buying, by demographics, October 2013
Figure 46: Everyday basic skincare bought online in the last year and consideration for future buying, by demographics, October 2013
Figure 47: Make-up bought online in the last year and consideration for future buying, by demographics, October 2013
Figure 48: Hair treatments bought online in the last year and consideration for future buying, by demographics, October 2013
Figure 49: Added benefit skincare bought online in the last year and consideration for future buying, by demographics, October 2013
Figure 50: Spa/treatment vouchers bought online in the last year and consideration for future buying, by demographics, October 2013
Figure 51: Other beauty and personal care products bought online in the last year and consideration for future buying, by demographics, October 2013
Repertoire of products purchased
Figure 52: Repertoire of beauty and personal care products bought online in the last year and consideration for future buying, October 2013
Figure 53: Beauty and personal care products bought online in the last year and consideration for future buying, by repertoire of beauty and personal care products bought online in the last year and consideration for future buying, October 2013
Figure 54: Consumer attitudes towards buying beauty and personal care products online, by repertoire of beauty and personal care products bought online in the last year and consideration for future buying, October 2013
Figure 55: Online outlets used to purchase beauty products in last 12 months, by repertoire of beauty and personal care products bought online in the last year and consideration for future buying, October 2013
Figure 56: Repertoire of beauty and personal care products bought online in the last year and consideration for future buying, by demographics, October 2013
Figure 57: Repertoire of beauty and personal care products bought online in the last year, October 2013
Figure 58: Repertoire of beauty and personal care products bought online in the last year, by demographics, October 2013
APPENDIX – THE CONSUMER - ONLINE ACTIVITIES
Figure 59: Online activities undertaken in the last 12 months and future consideration, October 2013
Figure 60: Most popular online activities done in the last 12 months, by demographics, October 2013
Figure 61: Next most popular online activities done in the last 12 months, by demographics, October 2013
Figure 62: Most popular online activities would consider doing in future, by non-participants in the last 12 months, by demographics, October 2013
Figure 63: Next most popular online activities would consider doing in future, by non-participants in the last 12 months, by demographics, October 2013
Figure 64: Most popular online activities not done in the last 12 months and would not consider doing in future, by demographics, October 2013
Figure 65: Next most popular online activities not done in the last 12 months and would not consider doing in future, by demographics, October 2013
Figure 66: Online activities undertaken in the last 12 months and future consideration – Researched a beauty product online before buying online, by demographics, October 2013
Figure 67: Online activities undertaken in the last 12 months and future consideration – Downloaded a beauty-related app, by demographics, October 2013
Figure 68: Online activities done in the last 12 months, by demographics, October 2013
Figure 69: Online activities would consider doing in future, by non-participants in the last 12 months, by demographics, October 2013
Figure 70: Online activities not done in the last 12 months and would not consider doing in future, by demographics, October 2013
APPENDIX – THE CONSUMER - ONLINE RETAILERS USED
Figure 71: Online outlets used to purchase beauty products in last 12 months, October 2013
Figure 72: Most popular online outlets used to purchase beauty products in last 12 months, by demographics, October 2013
Figure 73: Next most popular online outlets used to purchase beauty products in last 12 months, by demographics, October 2013
Figure 74: Online outlets used to purchase beauty products in the last 12 months, by most popular beauty and personal care products bought online in last 12 months, October 2013
Figure 75: Online outlets used to purchase beauty products in the last 12 months, by next most popular beauty and personal care products bought online in last 12 months, October 2013
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS SHOPPING FOR BEAUTY ONLINE
Figure 76: Consumer attitudes towards buying beauty and personal care products online, October 2013
Figure 77: Most popular consumer attitudes towards buying beauty and personal care products online, by demographics, October 2013
Figure 78: Next most popular consumer attitudes towards buying beauty and personal care products online, by demographics, October 2013
Figure 79: Other consumer attitudes towards buying beauty and personal care products online, by demographics, October 2013
Figure 80: Consumer attitudes towards buying beauty and personal care products online, by most popular beauty and personal care products bought online in last 12 months, October 2013
Figure 81: Consumer attitudes towards buying beauty and personal care products online, by next most popular beauty and personal care products bought online in last 12 months, October 2013
Figure 82: Consumer attitudes towards buying beauty and personal care products online, by most popular online outlets used to purchase beauty products in last 12 months, October 2013
Figure 83: Consumer attitudes towards buying beauty and personal care products online, by next most popular online outlets used to purchase beauty products in last 12 months, October 2013
APPENDIX – THE CONSUMER – BARRIERS TO BUYING BEAUTY ONLINE
Figure 84: Consumer reasons for not buying beauty and personal care products online in last 12 months, October 2013
Figure 85: Most popular consumer reasons for not buying beauty and personal care products online in last 12 months, by demographics, October 2013
Figure 86: Next most popular consumer reasons for not buying beauty and personal care products online in last 12 months, by demographics, October 2013