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SUMMARY
Overview
Introduction
The wellness market offers growth opportunities for industry players seeking
to tap into the growing awareness of the link between health and beauty. Over
half (56%) of European and US respondents overall reported that they had
"consciously acted upon the link between diet and appearance" noticeably more
in 2005. There is therefore a potential to develop a more holistic idea of
beauty and health.
Scope
- Insightful primary and secondary survey data conveying the key
trust-orientated issues for consumers
- Detailed analysis of consumer attitudes regarding key trust issues across
the packaged goods sectors and the influence of these of buying behavior
- Exhaustive review of NPD and marketing campaigns utilizing best-practice
principles of trust building branding
- Detailed Action Points pinpointing how to devise effective marketing
concepts that will help to (re)build trust
Report Highlights
Health and wellness increasingly involves a crossover with beauty. Over half
(56%) of European and US consumers say that they "consciously acted upon the
link between diet and appearance" noticeably more in 2005. This attitude is
helping to drive the wellness trend beyond food and drink and into the
personal care industry.
Personal care occasions focusing on stress relief and pampering represent an
important growth market. The combined value of such occasions in Europe and
the US is forecast to approach US$6bn by 2010. This occasion growth is being
driven by the mentality that it is important to find ways to escape the
pressures of everyday life.
Consumers are skeptical of health information and health claims, which acts as
a barrier to growth. 78% of consumers believe "product claims made by
cosmetics and toiletries companies are often exaggerated". In addition, 57% of
respondents believe that "the technological advances and claims made by
skincare companies are confusing".
Reasons to Purchase
- Obtain a comprehensive understanding of the key issues influencing the
impact of wellness in personal care
- Recognize which products and occasions consumers most associate with a
sense of wellbeing
- Identify which consumer groups to target and consumers perceive and act
upon the health and beauty crossover
TABLE OF CONTENTS
- CHAPTER 1 EXECUTIVE SUMMARY
- Introduction
- The future decoded
- Consumers are adopting a holistic health attitude
- Wellness concerns are fueling the growth of naturalpersonal care
- Emotional and physical wellness concerns have increasedfor stress
driven consumers
- Physical appearance and body shape concerns are linkedwith wellness
- Certain product categories and activities are moreassociated with
wellness than others
- Consumers have different attitudes regarding health andwellness
- There are consumer driven barriers to wellness
- Action points
- Target emotional and physical wellness
- Channel product development in categories with thegreatest relevance
- Ensure the selling environment creates a wellnessexperience
- Invest considerable resource into consumer educationinitiatives
- Offer natural/organic body care products linked towellness
- Adapt your communication in accordance with target group
- CHAPTER 2 THE FUTURE DECODED
- Introduction
- Definition: wellness is the coming together of separatesub-trends
- TREND: Consumers are adopting a holistic health attitude
- Consumers are addressing the key dimensions associatedwith wellness
- A focus on improving general health and wellness isevident
- Wider initiatives are in place encouraging a moreholistic wellness
approach
- Health and wellness increasingly involves a crossoverwith beauty
- Shoppers co-ordinate nutritional health regimens withbeauty practices
- Consumers increasingly seek 'nutrition' from externalapplications
- The idea of 'beauty from within' has stemmed fromshoppers adopting a
more holistic approach to health
- The line between medical and cosmetic application hasalso become
blurred
- TREND: Wellness concerns are fueling the growth ofnatural personal care
- Natural ingredients are perceived to complement wellness
- The natural market is growing at a significant rate
- Natural is a word with many positive connotations
- INSIGHT: Emotional and physical wellness concerns haveincreased for
stress driven consumers
- Consumers report needs for emotional and physicalwellbeing solutions
- Stress and anxiety are increasingly prominent lifestylefactors
- Consumers are increasingly pampering to reduce stressand boost
wellbeing
- Addressing work-life imbalance, which can negativelyaffect wellness
behaviors, is now a key priority
- Pampering occasions are growing in response to emotionalwellness
needs
- Consumers are embracing new treatment methods forphysical and
emotional wellbeing
- Consumers can feel guilty for taking time out to pamperthemselves
- 'Cocooning' consumers want third-place wellness productsin-home
- Cocooning consumers want to bring wellness treatmentshome
- Emotional wellness seekers will choose sensory loadedproducts
- INSIGHT: Physical appearance and body shape concerns arelinked with
wellness
- Time spent on personal appearance is increasing
- Consumers are generally dissatisfied with theirappearance
- Consumer self-perceptions of beauty are low regardlessof age
- These negative self perceptions also intensify with age
- Appearance (and age) dissatisfaction leads to lowerself-esteem and
sense of wellness generally
- INSIGHT: Certain product categories and activities aremore associated
with wellness than others
- Dietary and broader lifestyle issues are perceived to bemost important
in achieving a sense of wellness
- Oral and personal hygiene are most associated withwellness
- Personal hygiene products benefit frompampering/de-stressing
credentials
- Oral hygiene products benefit from a more directassociation with
broader medical health benefits
- INSIGHT: Consumers have different attitudes regardinghealth and wellness
- There are four types of wellness seekers
- Women are typically more intensively focused on wellnessissues
- Females experience greater guilt from acting unhealthily
- Females are more experimental and well-informed aboutnew health
solutions
- Females health motives are more appearance focused
- Female consumption in key wellness categories reflectsthe gender gap
- Men have become more interested in wellness issues
- Wellness products play an important identity buildingfunction for men
- Wellness concerns intensify with age
- Older consumers are driving many personal and healthcare categories
- INSIGHT: There are consumer driven barriers to wellness
- Consumers are skeptical of health information and healthclaims
- Consumers lack trust in the specifics of product claims
- Lack of trust will be a significant barrier to oralbeauty wellness
products
- Consumers find it difficult to sustain wellness routines
- Conclusions
- There is a potential to develop a more holistic idea ofbeauty and
health
- Pursuing the natural channel will assist in targetingwellness seekers
- Emotional and physical wellness concerns have increased
- Appearance conscious consumers see beauty as importantto wellness
- Personal care issues are less important than otherwellness dimensions
- Consumer education and regaining trust are key industryissues
- CHAPTER 3 ACTION POINTS
- Introduction
- ACTION: Target emotional and physical wellness
- Develop products with therapeutic, mood-enhancingcredentials
- Place particular focus on the sensory benefits ofproducts
- Target the trend towards cocooning and bringing thirdplaces home
- ACTION: Target holistic health seekers by leveraging thelink between
health and beauty
- Channel wellness product development into categorieswith the greatest
relevance
- Exercise caution that the holistic positioning fits thebrand
- Develop products or concepts with broader wellnessbenefits
- Show your commitment to wellness in your category bybuilding
relationships with the 'expert community'
- Pursue opportunities in 'beauty from within'
- Make education and advice a crucial marketing theme
- Enhance credibility by promoting the need forcomplimentary topical
care
- Develop oral beauty solutions that address very specificproblems
- Explore the preferable delivery mechanism for ingestedbeauty products
- Be aware of the growing array of functional beauty foodand drinks
- Merchandize personal care products with other healthproducts
- Position products against as many wellness dimensions aspossible
- ACTION: Ensure the selling environment creates awellness experience
- Attempt to create a wellbeing space
- Work with retailers to create a more compelling wellnessarea
- ACTION: Invest considerable resource into consumereducation initiatives
- Make more information available via company websites
- Use the Internet to develop new 'online communities' forholistic
information
- Invest time in improving information provision at retailoutlets
- Information provision may require a more selectivedistribution
strategy for more complex products
- Become an information source for healthy living
- Become a healthy lifestyle information provider,especially for
health sensitive groups
- Promote and educate through wellbeing focused sourcesand events
- ACTION: Offer natural/organic body care products linkedto wellness
- Promote natural personal care products as being healthy
- Focus on the unique aroma profiles of natural products
- Combine the benefits of nature and science
- Make verifiable claims about natural products
- There is no legal definition of what constitutes anatural product
- ACTION: Adapt your communication depending on whichgroup you are
targeting
- CHAPTER 4 APPENDIX
- Definitions
- Research methodology
- References
- Future readings
- Report writing team
- How to contact experts in your industry
- List of Tables
- Table 1: Oral Beauty Products market value by country,2000-2010 (US$ m)
- Table 2: Cosmeceuticals market value by country,2000-2010 (US$ m)
- Table 3: Cosmeceuticals market value by productmarket, Europe and US,
2000-2010 (US$ m)
- Table 4: Naturals % share of overall personal caremarket, 2000-2010
- Table 5: Total value of European and US naturalpersonal care markets,
2000-2010 (US$ bn)
- Table 6: European and US stress relief/pamperingpersonal care market
value, 2005-2010 (US$ m)
- Table 7: Consumer survey: the extent to whichconsumers use personal care
products to relax and unwind, 2006
- Table 8: Consumer survey: the percentage of consumerswho think that it
is important to spend time on personal appearance, bycountry, age and
gender, 2004
- Table 9: Consumer survey: the percentage of consumerswho reported that
they spent more time on their personal appearance in2004 than 2003, by
country, age and gender
- Table 10: Consumer survey: the TWO most importantmotivations/benefits
when purchasing differing personal care products,2006
- Table 11: Segmenting consumers by wellness attitudes,by country and
segment (Holistic Seekers, Disregarders, InstantGratifiers and Regulars),
2005
- Table 12: The number of Holistic Seekers,Disregarders. Instant
Gratifiers and Regulars) aged 15-plus (millions),2005
- Table 13: The percentage of consumption accounted byfemales in OTC
healthcare, vitamins & minerals, oral hygiene andpersonal hygiene, by
country, 2004
- Table 14: Consumer survey: wellness attitudes andconsumption behaviors
among men and women
- Table 15: European and US men's personal care usagemarket value (US$ m),
2005-2010
- Table 16: The percentage of over the counter (OTC)healthcare products
value consumed by 45-plus year old consumers, 2004
- Table 17: The level of trust consumers have in variousclaims made by
cosmetics and toiletries players, by country, 2004
- Table 18: Consumer survey: attitudes towards oralbeauty products
- Table 19: Consumer survey - non-adopters' reasons fornon-adoption of
health and beauty regimes
- Table 20: Consumer survey: relevance of variouspersonal care categories
in helping to achieve a sense of wellness
- Table 21: European and US consumer and industryopinion concerning the
influence of various factors on (re)gainingconsumer trust
- Table 22: Definition of terms
- List of Figures
- Figure 1: Wellness is best thought of not as a trendin its own right,
but as a number of related trends and behaviors
- Figure 2: Consumers are increasingly focused onimproving their health
- Figure 3: 40% of consumers consider improving theirhealth to be 'very
important' with minimal variation by gender
- Figure 4: Consumers are adopting positive attitudes tohealth and
wellness by making wider lifestyle adjustments
- Figure 5: Consumers are conscious of the link betweendiet and appearance
and the importance that grooming plays in achievinga feeling of wellness
- Figure 6: The importance placed on reducing stresslevels increases with
age, although there are minimal gender differences
- Figure 7: Nine out of 10 consumers in Europe andAmerica consider it
important to reduce stress levels
- Figure 8: Pampering occasions are relevant to the highnumber of
consumers looking for ways to escape the pressures of everydaylife
- Figure 9: There is a gap between consumers attitudesand need for
escaping the pressures of everyday life and actually actingupon those needs
- Figure 10: A cocooning mentality is evident amongEuropean and US
consumers thereby creating an environment where theyseek to bring the public
experience into the home
- Figure 11: European and US 50-64 year olds place themost importance on
spending time on personal appearance
- Figure 12: Consumers deem dietary, occupational andsocial factors as
being most important in achieving wellness
- Figure 13: Consumers consider personal and oralhygiene products to be
the most relevant in helping to achieve a senseof wellness
- Figure 14: Less than one-third of consumers acrossEurope and the US had
a 'holistic' approach to wellness in 2005
- Figure 15: Older consumers were most likely to havetaken active steps to
improve health in 2003-04, highlighting how oldage can act as a trigger
point towards making new lifestyle choices
- Figure 16: Stress is a lifestyle problem also relevantto old age
- Figure 17: The importance of spending time on personalappearance
increases with age
- Figure 18: Per capita consumption of skincare,make-up, personal hygiene,
oral hygiene, fragrances and haircare isnotably higher for over 45s than
under 45s in Europe and the US
- Figure 19: Only 33% of European and US consumersconsider cosmetic and
toiletry companies to be trustworthy
- Figure 20: Consumers are skeptical about the benefitsof oral beauty
products despite indicating a willingness to experiment
- Figure 21: Products that possess mood enhancingcredentials have a
natural association with wellbeing and are wellplaced to capitalize on the
wellness trend
- Figure 22: There are many different approaches thatmarketers can adopt
to leverage the sensory appeal of products
- Figure 23: Products that tap into the cocooning trendcan be effectively
targeted towards wellness seeking consumers
- Figure 24: More than 50% of consumer indicate awillingness to try oral
beauty products if convinced by the benefits
- Figure 25: Examples of oral beauty solutions aroundthe globe: each
should be promoting the promoting the need forcomplimentary topical care to
gain credibility
- Figure 26: The notion of beauty from within could alsobe a threat to
personal care players
- Figure 27: Linking personal care products with otherwellness products,
especially those related to diet and nutrition, canboost the wellness
credentials of a product
- Figure 28: Non-brand owned retail space can also bemade more compelling
from a wellness perspective
- Figure 29: Interactive education is one way toeffectively communicate
product benefits and overcome consumerskepticism
- Figure 30: There are various ways to enhance thewellness credentials of
natural products
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