市場調査レポート - 206518

パーソナルケア産業における個性尊重のトレンド

Personalization Trends in Personal Care

発行 Datamonitor
出版日 ページ情報 英文 221 Pages
価格
パーソナルケア産業における個性尊重のトレンド Personalization Trends in Personal Care
出版日: 2011年07月13日 ページ情報: 英文 221 Pages
概要

パーソナルケア製品が消費者の価値観や生活様式願望、属性選択、個人的美意識への密着度を高める形式に向かっています。個性尊重の商品展開は高く評価されます。なぜならば、そこからはすぐれたフィット感、それゆえのすぐれた満足感が提供されるからです。これは、消費者嗜好の高まりや個性演出意欲のさらなる増大につながります。

当レポートでは、そうした個性化需要がもたらす商機をよりよく評価するために製品、消費者、市場についての考察所見をご利用いただき、パーソナルケア製品の各カテゴリーおよび各国市場における個性尊重のトレンドを理解していただくこと、また今日のスキンケア、化粧品、ヘアケア、口腔衛生の市場をそれぞれ形成する旺盛な個性尊重への期待感を識別・活用していただくことを念頭に、最新の市場分析情報をまとめ、概略以下の構成でお届けします。

概要

  • 進展要因
  • サマリー

エグゼクティブサマリー

  • (セクションタイトルなし)

未来を読み解く

  • 消費者と産業にとっての共通課題である個性尊重のトレンドは美容産業の前進に多大な影響を与えるもの
  • トレンド:自己表現志向で個性派、そして体裁を気にする消費者が美容製品によるパーソナルブランド体験需要拡大の原動力
  • トレンド:消費者は一般に個性尊重型製品を心待ちにしている
  • 考察:個性尊重への期待感は、気にしているカテゴリー、ブランドロイヤルティ、より内省的な美容消費者に影響される
  • 考察:世界の化粧品市場全般を通じて、年齢、性別、民族は個性尊重の需要を形成する基本ファクター
  • 考察:消費者はより個性尊重型の特別成分配合のヘアケア製品を評価する
  • 考察:個性尊重型製品は口腔衛生分野における技術革新の顕著な特徴

アクションのポイント

  • アクション:他セクター・産業からひらめきのアイデアを引き出し、常に調査主導の取り組みによる個性尊重型商品展開を
    • 観念作用を最大化すべく他の産業セクターにおける技術革新をチェックする
    • 常に調査主導で個性尊重型商品展開への取り組みを
  • アクション:マーケティングコミュニケーションにより、個性尊重型ブランドのオーラ発散を徹底せよ
    • より明確で親しみやすいブランドアイデンティティを吹き込むブランド戦術を
    • 常に新たな機会開拓に努め、とりわけデジタルマーケティングを通じて消費者に適切な関連メッセージを発信する
    • ブランド・商品名を、提供される個性尊重型の具体的利点に沿って統一する
  • アクション:個性尊重型商品展開に向けて存在する多数の異なるプラットフォームとそれぞれ対になる機会の開拓を
    • とくに異なる民族に語りかける場合は、「1つのサイズですべてを兼ねる」解決法を考慮する
    • 消費者の生活様式や自己概念に密着した製品を提示する
    • 製品は必ず特殊な美容、民族性、年齢層、性別ニーズに適合するように
    • 消費者に自身の嗜好に沿った組み合わせの権限を与える
    • 個性尊重・カスタマイズ特性をすぐれた性能に結びつける
  • アクション:消費者の個性尊重ニーズに創作性や求心力を増した小売販売で消費者の個性尊重ニーズに立ち向かえ
    • 具体的消費者セグメントの美容ニーズを発見し、それに沿った小売体験を仕立てる
    • これまでにない小売形式を採用して、個性尊重の利点を促進する

付録

図表

目次

Product Description

Introduction

Personal care products are being more closely aligned with consumers’ personal values, lifestyle aspirations, attribute preferences, and individual beauty requirements. Personalized offerings are highly valued because they provide a superior fit and therefore superior user satisfaction. This leads to consumer preferences becoming stronger and more forcefully expressed.

Features And Benefits

• Utilize product, consumer, and market insight intelligence to better evaluate the market opportunities that consumers’ personalized demands bring.
• Understand the implications of the personalization trend by personal care category and country.
• Identify and capitalize on the most pervasive personalization expectations shaping today’s skincare, make-up, haircare, and oral hygiene markets.
• Access insightful proprietary consumer opinion data highlighting the prevailing attitudes towards a wide array of beauty issues.

Highlights

People desire products and services which are personalized to them. With nearly three quarters (73%) of consumers attaching importance to "individuality and being able to express oneself," it is clear that individualistic desires will see personal care consumers being drawn towards products offering a more intimate and personalized brand experience

Consumers' value-for-money judgments extend beyond price consciousness. For 72% of shoppers, personalized benefits are deemed the most influential factor in deciding whether a product offers good value-for-money. Personalized benefits will thus serve to raise a product’s value proposition and promote brand loyalty.

While consumers are gravitating towards narrower, highly defined products, a relatively large segment will continue to purchase all-encompassing products which appeal to the widest possible number of consumers. This necessitates a diverse product/brand portfolio in order to appeal to the differing expectations that exist.

Your Key Questions Answered

• What are the key consumer demands driving the personalization trend within the personal care space? How do they vary by country?
• What can personal care manufacturers learn from other sectors and industries in responding to consumers’ personalization needs?
• To what extent do consumers’ personalization demands influence their value-for-money judgements and brand loyalties?
• How can manufacturers better communicate personalized branding efforts to the consumer?
• How can consumers’ personalization demands be addressed in-store using creative and engaging retail concepts?

Table of Contents

Executive Summary
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OVERVIEW
   Catalyst
   Summary
THE FUTURE DECODED
   The personalization trend, which captures a confluence of consumer and industry issues, will exert considerable influence on the beauty industry going forward
      Four consumer and producer benefits, combined with the additional ease of customization that technological progress brings, will drive more personalized beauty products
      Customized/personalized benefits favorably influence consumers’ grocery product perceptions, albeit less than other in-vogue product and marketing claims
      The ability of products to effectively address personal needs is crucial in how consumers form their value-for-money judgments
      Added personalization is not without complications and challenges
      Key takeouts and implications: personalization/customization is a highly influential trend in the personal care sector
   Trend: self-expressive, individualistic, and appearance-conscious consumers are driving demand for more personal brand experiences from beauty products
      Many global citizens attach high importance to individuality and self-expression
      Consumers' drive for self-improvement, particularly in the context of "Visual Culture," aligns with an individualistic, "me-centric" mindset
      Key takeouts and implications: consumer societies which emphasize self-expression and individuality are broader drivers in the personalized beauty trend
   Trend: consumers generally consider personalized products to be an enticing prospect
      Brands reflecting one’s personal attitudes and outlook appeal to individualistic consumers
      Personalized product features significantly influence interpretations of value for money
      The influence of a customized/personalized claim on consumers’ grocery product perceptions varies across geographic regions
      Key takeouts and implications: more personalized product propositions are deemed favorable among today’s self-expressive and value-conscious consumers
   Insight: personalization expectations are influenced by the category in question, brand loyalties, and a more introspective beauty consumer
      The desire for more personalized/customized features depends on the type of beauty product in question
      Personalization needs, or at least the desire to obtain brands which effectively address consumers' specific demands, have implications for brand loyalty in personal care
      Consumers are making more informed and considered personal care product choices, which aligns with the trend towards personalization
      Personal care product formulations and ingredients are central to consumers’ personalization needs
      The growing demand for more naturally formulated personal care products is a key trend shaping beauty product purchases, and one which underpins more personalized consumer expectations
      The proliferation of products resulting from the provision of more personalized and targeted benefits has broader (and potentially negative) implications which manufacturers must consider
      Key takeouts and implications: personalization desires are inherently linked to brand loyalty, but not without wider implications
   Insight: personalized product features exert a growing influence on skincare preferences
      Customization/personalization is a mid-ranging benefit in consumers’ skincare product choice preferences
      Concerns about the appearance of fine lines and wrinkles transcend socio-demographics
      Skin whitening is a core skincare concern among Asians and is gaining attention in the Western markets
      Hispanics are more concerned with greasy skin and acne than their non-ethnic US counterparts
      Men are increasingly looking to take care of their personal appearance and require products which best address their unique skincare needs
      Body weight and shape concerns are influencing the slimming and body shaping skincare category
      Key takeouts and implications: future innovation efforts must account for the fact that skincare needs are highly impacted by ethnicity, gender and age, skin tone, and body shape
   Insight: age, gender, and ethnicity are the underlying factors shaping consumers' personalization demands across the global make-up market
      Younger female consumers attach most importance to the customization/personalization benefits of cosmetic products
      Tween girls value make-up products that "speak their language"
      Ethnic consumers represent a lucrative, yet underserved, market segment in the make-up category
      A segment of males - albeit a small one - seek cosmetics to enhance their physical appearance
      Key takeouts and implications: segmentation by age, gender, and ethnicity will serve to drive growth in the global make-up market moving forwards
   Insight: consumers value more personalized, formulation-specific haircare products
      Today' s haircare consumers have come to expect customized/personalized product benefits which meet their specific needs
      Aging populations are fueling the demand for "age-corrective" haircare
      For consumers the health of the scalp is just as important, if not more so, as the condition of the hair itself
      Ethnic consumers have their own specific haircare needs
      Key takeouts and implications: contemporary haircare preferences extend beyond basic cleanliness, with the vast majority expecting specialized haircare solutions
   Insight: personalized products have been a prominent feature of innovation in oral hygiene
      Customization/personalization benefits in oral hygiene products are more important to females
      Consumers' demand for white teeth is one of the most prominent trends shaping the oral care category
      Children display their own unique oral hygiene needs
      Sensitive teeth are a common oral hygiene issue among global consumers
      Key takeouts and implications: there remains untapped potential in personalized oral hygiene
ACTION POINTS
   Action: draw inspiration from other sectors and industries and ensure a research-driven approach to personalized offerings
      Examine innovation in other industry sectors to maximize ideation
      Ensure a research-driven approach to personalized offerings
   Action: ensure that marketing communications exude a personalized brand aura
      Embrace branding tactics imbruing a more distinctive, personable brand identity
      Continually explore emerging opportunities to deliver contextually relevant messages to consumers, particularly via digital marketing
      Make brand/product names synonymous with the personalized, specific benefits they provide
   Action: explore opportunities against the many differing platforms that exist for personalized offerings
      Consider a one-size-fits-all solution, especially one which clearly speaks to differing ethnicities
      Offer products that closely align with consumers' lifestyles and self-concept
      Ensure that products accommodate specific beauty, ethnicity, age group, and gender needs
      Empowering consumers to mix-and-match according to their own preferences
      Link personalized/customized features with superior performance
   Action: address consumers' personalization needs with more creative and engaging retail
      Identify the beauty needs of specific consumer segments and tailor the retail experience accordingly
      Use non-traditional retail formats that promote customization/personalization benefits

Appendix

   Methodology
   Further reading and references
   Ask the analyst
   Disclaimer
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