Overview
Introduction
In 2004, there were 227 billion On-The-Go (OTG) personal and oral care occasions in Europe and the US and in value terms by 2009 this market will be worth over US$7bn. The need to save time and the pressure to look good drive consumers to groom outside the home. Manufacturers can exploit this trend by aligning their products and marketing with consumers practical and emotional needs.
Scope
- A comprehensive map of On-The-Go personal and oral care occasions and their value, split by occasion location, gender and product market
- An in-depth exploration of changing practical and emotional need states, how these shape OTG practices and product choices
- A review of best practice OTG New Product Development
- Actionable recommendations to capitalize on the consumer trends and insights, especially their need for confidence boosts and freshness
Report Highlights
Staying Away From Home personal and oral care occasions in Europe and the US represent 68% of all On-The-Go occasions. Within five years, this will have increased to 70%.
60% of adults report that they groom On-The-Go
47% of all consumers report that they use personal care in the workplace, making this a very important occasion to target over the next five years.
Reasons to Purchase
- Understand the growing and emerging need states of consumers that will drive the European and American OTG personal care markets
- Learn how to target consumers more effectively thanks to unique occasions-based analysis
- Increase you knowledge of the latest cutting edge trends in personal care NPD
CHAPTER 1 EXECUTIVE SUMMARY
- Introduction
- The future decoded
- The number of On-The-Go grooming occasions will grow over the next five years
- Gyms and the workplace are increasingly important OTG occasion locations
- Consumers OTG grooming practices are increasingly determined by specific emotional need states
- Convenience remains key
- Action points
- Action points
CHAPTER 2 THE FUTURE DECODED
- Introduction
- A faster pace of life drives On-The-Go grooming
- On-The-Go personal care entails specific need states
- TREND: the number of On-The-Go occasions is rising
- There are three main types of OTG occasion
- Staying Away From Home occasions have the largest share
- Staying Away From Home can happen in several ways
- Increasing ease of travel drives SAFH occasions, especially in Europe
- On-The-Move occasions will remain a very small segment
- On-The-Move personal care concerns mainly women
- Americans are slightly less likely than Europeans to groom On-The-Move
- Personal care use at work and after sport will continue to grow
- Almost a quarter of occasions take place in the workplace or in gyms
- Workplace, sport and other occasions are far more popular in the US
- TREND: there are gender differences in OTG personal care
- Women will remain the main users of OTG personal care
- In Europe, mens OTG occasions are growing faster than womens...
- ... however American men will remain more reluctant to groom On-The-Go
- TREND: haircare will benefit most from the growth in On-The-Go Occasions
- Consumers increasingly use make-up and skincare On-The-Go
- Consumers are wary of conducting personal hygiene On-The-Go
- American consumers will drive growth in OTG oral care
- TREND: consumers need states will dictate product choices
- Convenience will remain the most important need for consumers
- Consumers will increasingly want effective and fast acting products
- Confidence boosts and refreshment will become increasingly important needs
- INSIGHT: traveling highlights important On-The-Go personal care needs
- Refreshment and peace of mind are key need states when traveling
- Many travelers wish to maintain their grooming regimes
- Consumers often take their usual personal care products when traveling...
- ... but they would prefer to have adapted products
- Men and women have different grooming priorities when traveling
- Women are particularly attached to skincare and haircare
- Men attach greater importance to oral care and shaving regimes
- INSIGHT: going gut entails specific consumer needs
- Much grooming for going out takes place in the workplace
- Some consumers address personal care needs throughout the working day
- The need for quick fixes and touch-ups is growing
- Consumers seek branded products in on-trade channels
- There is a need for more widely available branded products in small sizes
- INSIGHT: there are clear inhibitors to On-The-Move grooming
- A key need state for OTM personal care is discretion
- Many consumers view grooming as a private affair
- On-The-Move grooming often happens despite self-consciousness
- Consumers are intimidated by other travelers perception of OTM grooming
- Ease of application is an essential requirement for OTM products
- INSIGHT: consumers needs after sports and leisure are not fully met
- Consumers adapt their grooming in this context to the available facilities
- Good facilities encourage use
- Use of personal care products in gyms would grow if better products were available
- Conclusions
CHAPTER 3 ACTION POINTS
- Introduction
- Adapt packaging to OTG use
- Packaging is key in developing products for On-The-Move use
- Offer skincare products in single dose formats
- Develop On-The-Move formats of existing brands
- Offer consumers refills and refillable bottles
- Offer consumers products in single-dose formats
- Target sport and outdoor activities
- Target men with OTG products that are both fun and practical
- Develop portable multifunctional products
- Target outdoor events such as music festivals
- Develop new distribution channels to facilitate OTG usage
- Develop vending machines as an effective OTG channel
- Develop products for use in on-trade channels
- Case study: disposable toothbrushes with toothpaste in Spain
- Highlighting "refreshment" and confidence in oral care
- Oral care sets the standard for others to follow
- Case study: Oral B Brush-Ups
- Focus on sensory aspects of toothpaste to target women
CHAPTER 4 APPENDIX
- Supplementary Data
- Number of On-The-Go personal care occasions by occasion location and country
- France
- Germany
- Italy
- Netherlands
- Spain
- Sweden
- UK
- Other Europe
- Value of On-The-Go personal care occasions by occasion location and country
- France
- Germany
- Italy
- Netherlands
- Spain
- Sweden
- UK
- Other Europe
- Frequency of On-The-Move grooming by country, gender and age group
- Men
- Women
- Frequency of grooming in the workplace by country, gender and age group
- Women
- Men
- Definitions
- Research methodology
- How to contact experts in your industry
- List of Tables
- Table 1: Number of personal and oral care On-The-Go occasions by use location and gender, 2004-2009 (billions)
- Table 2: Value of personal and oral care On-The-Go occasions by use location and gender, 2004-2009 (US$ billions)
- Table 3: Average frequency of On-The-Move grooming among female consumers by age group, Europe and US, 2005
- Table 4: Average frequency of On-The-Move grooming among male consumers, by age group, Europe and US, 2005
- Table 5: Average frequency of grooming in the workplace among female consumers by age group, Europe and US, 2005
- Table 6: Average frequency of grooming in the workplace among male consumers by age group, Europe and US, 2005
- Table 7: Number of personal and oral care On-The-Go occasions by gender and age group, 2004-2009 (billions)
- Table 8: Market value of personal and oral care On-The-Go occasions by gender, 2004-2009 (US$m)
- Table 9: Number of personal and oral care On-The-Go occasions by product market, 2004-2009 (billions)
- Table 10: Personal and oral care occasions market value by product market, 2004-2009 (US$m)
- Table 11: Industry Opinion Survey: answers to the question "How important do you think the following consumer need states will be for On-The-Go personal care over the next five years?"
- Table 12: Consumer survey: answers to the question "Which type of product do you attach most importance to when traveling?"
- Table 13: Consumer survey: answers to the question "When traveling, how often do you?"
- Table 14: Consumer survey: answers to the question "In the context of going out, how often do you use personal care products in the following locations?"
- Table 15: Consumer survey: answers to the question "How much do you agree with the following statements relating to grooming in public, for instance on public transport?"
- Table 16: Health club membership, by country, (% population aged 6+) 2002-2008
- Table 17: Industry opinion survey: answers to the question "Which of these product attributes do you think consumers will attach the most importance to over the next five years in the context of On-The-Go personal and oral care?"
- Table 18: Industry opinion survey: answers to the question "which of the following On-The-Go occasions do you think it will be the most important to target over the next five years?"
- Table 19: Industry opinion survey: answers to the question "How important do you think that these locations could become as channels for On-The-Go personal and oral care over the next five years?"
- Table 20: France: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
- Table 21: Germany: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
- Table 22: Italy: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
- Table 23: Netherlands: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
- Table 24: Spain: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
- Table 25: Sweden: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
- Table 26: UK: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
- Table 27: Other Europe: number of On-The-Go personal care occasions by occasion location, 2004-2009 (billions)
- Table 28: France: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
- Table 29: Germany: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
- Table 30: Italy: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
- Table 31: Netherlands: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
- Table 32: Spain: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
- Table 33: Sweden: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
- Table 34: UK: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
- Table 35: Other Europe: value of On-The-Go personal care occasions by occasion location, 2004-2009 (US$ millions)
- Table 36: Frequency of On-The-Move grooming among male consumers, by age group and country, 2005
- Table 37: Frequency of On-The-Move grooming among female consumers, by age group and country, 2005
- Table 38: Frequency of grooming in the workplace among female consumers by age group by country, 2005
- Table 39: Frequency of grooming in the workplace among male consumers by age group by country, 2005
- Table 40: Definitions
- List of Figures
- Figure 1: Consumers On-The-Go grooming is mostly conditioned by the Sensory and Convenience mega-trends
- Figure 2: Growth in the Staying Away From Home occasion will drive OTG personal and oral care occasions over the next five years
- Figure 3: Women will continue to be the main users of OTG personal and oral care
- Figure 4: Consumers will remain more likely to use haircare products than any others when On-The-Go for the next five years
- Figure 5: Consumers On-The-Go grooming is mostly conditioned by the Sensory and Convenience mega-trends
- Figure 6: Convenience and quick fixes will be the most important need states to target over the next five years
- Figure 7: When traveling, consumers attach most importance to products that are part of their regime, especially oral care
- Figure 8: Consumers often adapt their regimes for traveling
- Figure 9: Some manufacturers have attempted to enable consumers to maintain their regimes away from home
- Figure 10: The workplace is the second most important occasion location, largely because of going out
- Figure 11: The most popular OTG occasion location when going out is the workplace
- Figure 12: The contents of workplace personal care drawers are tailored to address distinct needs
- Figure 13: Consumers find application OTM difficult
- Figure 14: Compact packaging will be the most effective way of targeting On-The-Move use
- Figure 15: Packaging is key in developing products for On-The-Move use
- Figure 16: Refillable bottles enable consumers to maintain their personal care habits when away from home
- Figure 17: Single doses enable consumers to maintain skincare regimes when OTG
- Figure 18: Single use styling agents enable OTG hairstyle touch-ups
- Figure 19: Sporting activities will be important OTG occasions to target over the next five years
- Figure 20: Products designed for OTG use need to offer benefits beyond simple practicality to give themselves a competitive advantage
- Figure 21: Products not requiring water are ideal for targeting outdoor OTG occasions
- Figure 22: The workplace and gyms represent an opportunity to develop new channels
- Figure 23: Toothbrush vending machines show how OTG personal care needs can be met in on-trade channels
- Figure 24: Oral B Brush-Ups offer an effective solution to oral care OTG
- Figure 25: GoSmiles oral care products are focused on sensory experiences
