Staying Away From Home

SUMMARY

INTRODUCTION

Consumers' needs change when they stay away from home. The personal care products they use in their own bathroom are too bulky and time-consumingto travel with yet standards of personal care remain high. Staying Away From Home provides the breakdown and market value of different traveloccasions, an analysis of how consumers' needs vary with each one and an insight into consumers' attitudes to the problems of looking good out of asuitcase.

SCOPE OF THE REPORT

• Key data and detailed analysis of 7 leading country markets: France, Germany, Italy, The Netherlands, Spain, Sweden, UK
• Examination of the growth in different travel occasions e.g. business, short breaks, holidays and visits to family and friends
• Detailed analysis of the need states which arise with each different travel occasion
• Qualitative and quantitative studies of consumers expectations of away from home grooming and their demands of manufacturers and retailers
• Specific action points which detail strategies for harnessing the value of away from home grooming.

REPORT HIGHLIGHTS

In 2002, the average consumer spent 56 nights away from home, equivalent to 15% of the time.

Visits to friends and family were the most popular away from home occasion, yet there are almost no products or marketing campaigns aimed at thisoccasion.

Consumers find low value for money, fragility and poor availability to be the biggest barriers to purchasing travel personal care.

KEY REASONS TO BUY THIS REPORT

• Learn the financial value of the away from home market
• Discover what stops consumers buying existing travel products
• Understand how best to fulfill consumers unmet grooming needs
• Find out how to attract new customers through travel products
• See how to build your share of this market through new product development, marketing and category management

TABLE OF CONTENTS

Introduction

Report Highlights

Reasons to Purchase

FUTURE DECODED

This chapter details the opportunity that staying away from home presents to manufacturers and retailers, consumers' attitudes to grooming away from home and the market value of improved staying away from home product development, marketing and category management.

• Staying away from home is worth Euro 2 billion to personal care retailers
• Different away from home occasions (business trips, short breaks, visits to friends and family) generate different needs for consumers, none ofwhich are currently met.
• Consumers find poor value, fragility and low availability to be the biggest barriers to purchasing away from home personal care products.

New product development is the key to addressing the unmet needs of consumers Most consumer concerns with away from home products have to be met bydeveloping new products. Packaging is the most important area – by developing packaging that is both better able to withstand the physicaleffects of travel and more compact, manufacturers will address two key consumers concerns.

Marketing is the key to informing consumers of the new options available to them. Marketing should address the "hidden"  sector ofthe away from home sector by targeting the VFR (Visiting Family and Friends) and staying with partner occasions. Increasing people' s awareness of thenew solutions for these occasions will develop the market. This can be done by bundling away from home products with normal household products (as atwo for one deal, for example) in order to increase awareness and improve the chances of consumers experimenting with new products.

Category management will help develop untapped sectors. The convenience store channel (and the development of convenience sections in largersupermarkets) has expanded in recent years in response to people' s growing need for goods at the spur of the moment. So far this has mainly been afood and drinks phenomenon, but personal care should develop this channel too. By doing so, it will able you to exploit the VFR and staying withpartner occasions much more readily by reducing the amount of planning required for consumers to supply themselves with personal care goods.

• This chapter contains further data, research methodology and sources used in the report.

LIST OF TABLES

Table 1: Overall number of journeys, 1997-2007 16

Table 2: Average duration of stay away from home by occasion 16

Table 3: Overall travel data 2002 17

Table 4: Overall value of staying away from home personal care purchases (Euro m) 2002 17

Table 5: Staying away from home spend per capita (Euro ) and proportion of total market, 2002 18

Table 6: Level of planning involved in different away from home occasions 19

Table 7: Overall business trips (m) 1997-2002 22

Table 8: Business trips per person, 1997-2002 23

Table 9: Average length of stay, business trips, 2002 23

Table 10: Frequency of business travel, 2002 24

Table 11: Change in time spent grooming while on business trips 24

Table 12: Percentage personal care spent on business travel grooming, by segment 25

Table 13: Value of business travel personal care (Euro m), 2002 25

Table 14: Overall short breaks (m) 1997-2002 27

Table 15: Short breaks per person, 1997-2007 28

Table 16: Average length of short break, 2002 28

Table 17: Frequency of short breaks, 2002 29

Table 18: Change in time spent grooming on short breaks

Table 19: Personal care spending on short breaks (%), 2002

Table 20: Personal care spending on short breaks (Euro m), 2002

Table 21: Overall holiday (m) 1997-2007

Table 22: Holidays per person, 1997-2007

Table 23: Number of weeks holiday per year

Table 24: Frequency of holidays, 2002

Table 25: Change in time spent grooming on holiday, 2002

Table 26: Spend on personal care while on holiday (%), 2002

Table 27: Spend on personal care while on holiday (Euro m), 2002

Table 28: Overall visits to friends and family (m), 1997-2007

Table 29: Visits to friends and relatives per person, 1997-2002

Table 30: Length of visits to friends and family, 2002

Table 31: Change in time spent grooming when visiting friends and family, 2002

Table 32: Frequency of purchasing spare products to leave at frequently visited residences

Table 33: Spend on personal care while visiting friends and family (%), 2002

Table 34: Spend on personal care while visiting friends and family (Euro m), 2002

Table 35: Overall stays with partner (m), 1997-2002

Table 36: Stays with partner per person, 1997-2007

Table 37: Length of stay with partner, 2002

Table 38: Frequency of staying with partner occasions, 2002

Table 39: Change in time spent grooming when staying with partner

Table 40: Spend on personal care while staying with partner (%), 2002

Table 41: Spend on personal care while staying with partner (Euro m), 2002

Table 42: Predicted growth rates of the value of away from home spend by occasion

Table 43: Value of away from home personal care spend (Euro m), 2007

Table 44: Table of definitions

LIST OF FIGURES

Figure 1: Occasions and relative importance of factors when staying away from home 21

Figure 2: Frequency of purchasing spare products to leave at frequently visited residences 39

Figure 3: Single use sachets – bath lotion 55

Figure 4: Pond' s cleansing and make up remover towelettes 56

Figure 5: Boots'  refillable cosmetics travel bottles. 57

Figure 6: Boots'  Mediterranean Holiday Kit and Vitabath' s Travel Set 59