高齡者的個人護理

本報告已在2011年07月19日停止出版。

簡介

目錄

Abstract

Overview

Introduction

The ageing of populations is the most important demographic trend occurring in the personal care industry in the US and Europe. Today's older consumer knows that feeling good and looking good are intrinsically linked. Defying the effects of ageing means that demand for formulated appearance-enhancing products is increasing, especially the most innovative and effective anti-ageing cosmetics.

Scope

• Comprehensive data highlighting the number and growth of personal care occasions accounted for by the Senior lifestage, by age, gender and country
• In-depth insight into Seniors' attitudes and behaviors regarding beauty and personal appearance
• Exhaustive review of best practice NPD and Senior focused personal care marketing campaigns from around the world
• Detailed Action Points pinpointing how to devise effective marketing concepts that will appeal to Senior consumers in Europe and the US

Report Highlights

• Key physiological changes occur around the Senior lifestage. For example, lower oestrogen causes dermatologic changes in post-menopausal women associated with dryness, atrophy, and fine wrinkling. Tapping into the needs of these consumers is important, especially helping them to overcome their diminishing perceptions of self-beauty.

Due to their growing demographic weighting and desire to counter the physical effects of ageing, Seniors are important personal care buyers, both in volume and value terms. Consumers aged 45-plus account for 42% of the skincare, make-up, personal & oral hygiene, fragrances and haircare consumption value in the US and Europe.

In Europe the number of 50-plus year old consumers is forecast to increase from 125.9 million in 1999 to 142.3 million in 2009. Corresponding data for the US shows an increase from 75.5 million in 1999 to 96.2 million in 2009. The percentage of the population aged 50 and over will exceed 30% in all featured countries by 2009.

Reasons to Purchase

• Grow your market by recognizing Seniors' physical needs with regard to grooming, and emotive attitudes and needs with regard to beauty
• Maximise financial returns by effectively targeting the fastest growing demographic segment in Europe
• Access unique data highlighting the consumption (volume and value) accounted for by older consumers in key personal care markets and categories

Table of Contents

• CHAPTER 1 EXECUTIVE SUMMARY
  • Hot topic
  • The future decoded
    • The number of 50-plus consumers is rapidly rising
    • The number of personal care occasions amongst Seniors is increasing
    • Wellness concerns intensify with age
    • Time spent on personal appearance takes on added importance with age
    • The notion of 'real beauty' is especially important to older consumers
    • Seniors' appearance concerns are reflected by their beauty product consumption
    • Interpersonal channels will become increasingly important
    • Older consumers are increasingly experimental and open to new product technologies
    • Pampering is highly relevant to older consumers
  • Action points
    • Make Seniors inclusive of targeting efforts
    • Target older consumers with anti-ageing treatments
    • Target older consumers' core values with your marketing concept
• CHAPTER 2 THE FUTURE DECODED
  • Introduction
    • Older consumers are driving many personal care categories
    • Recognize the Senior consumer as consisting of two main groups
  • TREND: The number of 50-plus consumers is rapidly rising
    • Empty Nesters are a key group within this age cohort
  • TREND: The number of personal care occasions amongst older consumers is increasing
  • INSIGHT: Wellness concerns intensify with age
    • Old age is a 'trigger point' for a greater emphasis being placed upon 'holistic health'
  • INSIGHT: Time spent on personal appearance takes on added importance with age
    • Time spent is to counter the visible signs of ageing
    • Key physiological changes occur around the Senior lifestage
      • Lower estrogen causes dermatologic changes in post-menopausal women
      • Male menopause (andropause) is becoming increasingly recognized
    • Consumers, especially mature individuals, are generally dissatisfied with their appearance
      • Consumer self-perceptions of beauty are low regardless of age
      • Older women in particular are dissatisfied with their personal appearance
      • Appearance dissatisfaction leads to lower self-esteem
      • Minority women tend to more readily accept the ageing process
  • INSIGHT: The notion of 'real beauty' is especially important to older consumers
    • Consumers of all ages identify an unrealistic standard for beauty
      • This has particular implications for older consumers
    • Consumers, especially mature ones, have a more complex ideology of beauty
    • Older consumers want to see more diverse, older and realistic characters used in advertisements
      • The use of older characters is well received and increasingly desired
    • Seniors' self-perception is shaped by their state of mind
      • Seniors typically feel 12-15 years younger than they actually are
      • Looking good for their age is the most important message
      • But their physical abilities also need to be considered
  • INSIGHT: Seniors' appearance concerns are reflected by their beauty product consumption
    • The range of beauty concerns is broad, but wrinkles and dryness dominate
    • The over 45s' per capita value consumption on beauty-focused products exceeds that of the under 45s
      • Senior consumers value the cosmetic function of make-up
      • Facial care drives Seniors' use of skincare products
      • Denture care dominates 50-plus consumers' oral hygiene consumption
      • The new breed of fashion conscious ageing consumers is under-targeted in haircare
  • INSIGHT: Interpersonal channels will become increasingly important
    • Consumers are overwhelmed by skincare and anti-ageing choice
      • Evidence shows that the phenomenon is inclusive of personal care
      • Older women are as confused as younger women when it comes to understanding their specific skincare needs
    • Seniors are also cynical about claims concerning personal care product efficacy
      • Seniors are cynical consumers of marketing spin generally
      • They are notably distrusting of personal care product claims
    • Word of mouth referrals are especially important for more complex personal care products
      • Because of their cynicism older consumers are more likely than average to rely on word of mouth
  • INSIGHT: Older consumers are increasingly experimental and open to new product technologies
    • It is a myth that older consumers do not embrace new ideas and new products
      • Seniors are not necessarily brand loyal and stuck in consumption patterns
      • There are country variances in this open-mindedness
    • Experimentation will be increased by offering customized products for mature consumers' specific needs
      • Seniors are open-minded towards the latest advanced innovations in personal care
  • Older consumers are increasingly amenable to the idea of 'beauty from within'
    • Oral beauty will be the next significant trend to go mainstream, especially if more mature consumers are attracted
      • Older consumers are increasingly willing to embrace cosmetic procedures
  • INSIGHT: Pampering is highly relevant to older consumers
  • Stress is a lifestyle problem also relevant to old age
    • Pampering occasions are an increasingly important component of the personal care market
    • Seniors are wealthy quality seekers, increasing their likelihood to pamper
      • Older consumers are likely to trade up when buying indulgent pampering products
      • High quality pampering products are also chosen to facilitate indulgent cocooning occasions
      • Older adults report problems with sleeping
  • Conclusions
• CHAPTER 3 ACTION POINTS
  • Introduction
  • ACTION: Make Seniors inclusive of targeting efforts
    • Develop cosmetics and toiletries specifically for mature consumers
    • Use 'ageless marketing' to make older consumers inclusive
      • Case study: L'Oreal Men's Expert utilizing both tactics
  • ACTION: Target older consumers with anti-ageing treatments
    • Develop variants specifically formulated for mature, ageing skin
    • Target older consumers with advanced cosmeceutical offerings
    • Make older consumers a key target for oral beauty solutions
    • Recognize the threats and opportunities offered by food and drink companies
    • Introduce anti-ageing formulas outside of skincare
    • Target the growing interest among male Seniors to fight ageing
      • Older men also have important grooming needs
  • ACTION: Target Seniors' core values in your marketing
    • Connectedness: use scenes of interaction and social bonding in communications
    • Realism and honesty: use more diverse and authentic representations of beauty
      • Strike a balance between realistic and aspirational messages
      • Target older consumers' psychological age
      • Feature inspirational 'real-life' contemporaries from their generation: reality, not iconography, is likely to produce the best results
    • Realism and honesty: build word of mouth communication strategies to target older consumers
      • Getting trusted professional experts on board can help the WOM process
    • Realism and honesty: target the media savvy older consumer with 'infomercials'
      • Prioritize communication methods that facilitate detailed information
      • They want to see a focus on product efficacy
    • Self-sufficiency: create 'Senior friendly' packaging and product formats
    • Self-sufficiency: show Seniors as capable and sophisticated consumers
      • Communications should play to the positive values of maturity
    • Self-sufficiency: be careful in the use of language in advertising and packaging
    • Personal growth: portray Senior lifestyles positively and communicate their active enjoyment of life
      • Communicate their active enjoyment of life
      • Case-study: Poise focusing on an uplifting message
      • Respect their wisdom and experience
    • Individualism: ensure that products are marketed for their specific needs and preferences
      • Recognize the diversity of attitudes and needs of older consumers
  • ACTION: Target older consumers with indulgent, therapeutic variants
• CHAPTER 4 APPENDIX
  • Supplementary data
  • Definitions
  • Research methodology
  • References
  • How to contact experts in your industry
  • List of Tables
    • Table 1: An overview of per capita personal care consumption value (US$) by age (over 45s vs. under 45s), by country, 2004
    • Table 2: Senior populations in Western Europe and the US, by age, and country, 1999-2009
    • Table 3: Empty Nesters as a percentage of all Seniors, 1999-2009
    • Table 4: Overall number of personal care occasions by age group, Europe and US, 2004-2009 (millions)
    • Table 5: Overall number of 50-plus year old personal care occasions by gender, Europe and US, 2004-2009 (millions)
    • Table 6: Overall number of 50-plus personal care occasions by age (50-64 and 65-plus), by country , 2004-2009 (millions)
    • Table 7: Analysis shows that older consumers aged 45-plus possess similar values and attitudes towards beauty as younger cohorts
    • Table 8: Importance of attributes in making a woman beautiful
    • Table 9: A profile of consumers' (over 45s vs. under 45s) make-up consumption as a % of market total and per capita value (US$), by country, 2004
    • Table 10: A profile of consumers' (over 45s vs. under 45s) skincare consumption as a % of market total and per capita value (US$), by country, 2004
    • Table 11: A profile of consumers' (over 45s vs. under 45s) oral hygiene consumption as a % of market total and per capita value (US$), by country, 2004
    • Table 12: A profile of consumers' (over 45s vs. under 45s) haircare consumption as a % of market total and per capita value (US$), by country, 2004
    • Table 13: The percentage of European and US respondents who agreed that there is now too much choice when making most purchase decisions, 2004
    • Table 14: European and US stress relief/pampering personal care market value, 2003-2008 (€m and US$m)
    • Table 15: The % of European and US consumers who enjoyed small indulgences to escape the pressures of everyday life 'more' or 'significantly more' in 2004
    • Table 16: Over 45s as a % of total population, 1999, 2004 and 2009
    • Table 17: A profile of consumers' (over 45s vs. under 45s) fragrances as a % of market total and per capita value (US$), by country, 2004
    • Table 18: A profile of consumers' (over 45s vs. under 45s) personal hygiene consumption as a % of market total and per capita value (US$), by country, 2004
    • Table 19: Percentage of personal hygiene market value consumption accounted for by 45-54 and 55+ year olds, by category and country, 2004
    • Table 20: Percentage of make-up market value consumption accounted for by 45-54 and 55+ year olds, by category and country, 2004
    • Table 21: Percentage of oral care market value consumption accounted for by 45-54 and 55+ year olds, by category and country, 2004
    • Table 22: Percentage of skincare market value consumption accounted for by 45-54 and 55+ year olds, by category and country, 2004
    • Table 23: Percentage of haircare market value consumption accounted for by 45-54 and 55+ year olds, by category and country, 2004
    • Table 24: Definition of terms
  • List of Figures
    • Figure 1: Per capita consumption of skincare, make-up, personal hygiene, oral hygiene, fragrances and haircare is notably higher for over 45s than under 45s in Europe and the US
    • Figure 2: Older consumers were most likely to have taken active steps to improve their health in 2003-04, highlighting how old age can act as a trigger point towards making new lifestyle choices
    • Figure 3: 50-64 year olds place the most importance on spending time on personal appearance
    • Figure 4: 50-64 year olds' relative dislike of their age can be accounted for by an innate fear of ageing and a desire to maintain a youthful appearance
    • Figure 5: European and US consumers are cynical of the popular portrayals of beauty/physical attractiveness
    • Figure 6: As consumers age they place more importance on advertising featuring characters of their own age
    • Figure 7: The average per capita (US$) make-up consumption value accounted for by the over 45s significantly exceeds that of under 45s per capita consumption
    • Figure 8: The average per capita (US$) skincare consumption value accounted for by the over 45s exceeds that of under 45s per capita consumption
    • Figure 9: The average per capita (US$) oral hygiene consumption value accounted for by the over 45s significantly exceeds that of under 45s per capita consumption
    • Figure 10: The average per capita (US$) haircare consumption value accounted for by the over 45s marginally exceeds that of under 45s per capita consumption
    • Figure 11: Consumers aged 50-64 are the most skeptical of product claims made by packaged goods players
    • Figure 12: Older consumers, distrusting of conventional media, are more likely than their younger counterparts to rely on word of mouth recommendations
    • Figure 13: Older consumers now embody open-minded attitudes and show a similar propensity to other age cohorts in trying new things
    • Figure 14: Older consumers, especially those aged 65 and over, attach more importance than younger cohorts to customized solutions tailored to specific needs
    • Figure 15: Fear of the visible signs of ageing will have the greatest influence on consumers' use of cosmeceuticals
    • Figure 16: Older consumers are marginally more likely to report that they will pay extra for cosmetics and toiletries with active ingredients for their special requirements
    • Figure 17: Stress is a lifestyle problem also relevant to old age
    • Figure 18: Older consumers are more likely to cocoon: they regard their home as a "retreat from the outside world"
    • Figure 19: L'Oreal's Men's Expert line highlights how older consumers can be targeted with an ageless and specific approach
    • Figure 20: There remains an opportunity to develop anti-ageing products for mature consumers specifically
    • Figure 21: These types of advanced cosmeceutical solutions can be aligned with the needs of the mature consumer
    • Figure 22: There are a number of leading-edge innovations that have rightly recognized that older consumers are an important target market for oral beauty solutions
    • Figure 23: There has been a proliferation of food and drink products which also offer beauty benefits
    • Figure 24: Marketers should seek to attract mature consumers with anti-ageing properties in products outside of skincare
    • Figure 25: There are under-exploited opportunities to target mature male consumers with grooming products
    • Figure 26: Marketers should ensure that products and communications are aligned with 5 core values
    • Figure 27: Being connected is an important aspect in making women feel beautiful which is another reason why connectivity is an important value to use in marketing communications
    • Figure 28: Older consumers' aspirational ages reflect their fear of ageing and desire to be younger
    • Figure 29: Images used in the Dove "Real Beauty" campaign capitalize on older consumers' desire for attainable beauty
    • Figure 30: The most effective marketing and advertising channels for personal care over the next five years will be non-traditional and new media
    • Figure 31: Skincare cosmeceuticals aimed at specific body parts will be more important over the next five years
    • Figure 32: Older consumers have an innate desire to pamper and indulge and products such as these can target them accordingly
    • Figure 33: The average per capita (US$) fragrances consumption value accounted for by the over 45s exceeds that of under 45s per capita consumption
    • Figure 34: The average per capita (US$) personal hygiene consumption value accounted for by the over 45s marginally exceeds that of under 45s per capita consumption

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