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市場調査レポート

消費者動向分析:イタリアのメイク用品市場における消費者動向・行動促進要因

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Italian Make-up Market

発行 Canadean 商品コード 316915
出版日 ページ情報 英文 70 Pages
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消費者動向分析:イタリアのメイク用品市場における消費者動向・行動促進要因 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Italian Make-up Market
出版日: 2014年10月23日 ページ情報: 英文 70 Pages
概要

イタリアのメイク用品市場は基本的に、加齢に伴う皮膚の衰えを覆い隠したい、という消費者の要望に基づいて動いています。加齢の兆しに対処するためのハイブリッド型の商品に対する需要が今後増大する見通しです。他方、イタリア経済が未だに停滞しているため、「お値打ち感」がメイク用品消費の重要な促進要因となっています。人口構造を反映して、メイク用品の消費頻度は高齢者が最も多くなっており、その長期的な影響力は今後さらに大きくなるものと思われます。

当レポートでは、イタリアのメイク用品市場における消費者の傾向・行動やその促進要因について分析し、人口コホート(性別・年齢)別および製品カテゴリー別の消費量の傾向を調査すると共に、消費行動に対する影響要因を複数のメガトレンドの尺度から考察しております。

定義

市場の背景事情

人口階層(コホート)別の消費パターン

消費者動向の分析

製品開発の事例

推奨すべき行動

付録

目次
Product Code: CT0018IS

Summary

Understanding Consumer Trends and Drivers of Behavior in the Italian Make-up Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product developments that effectively target the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • The Italian Make-up market is primarily driven by consumers' desire to mask age-aligned skin imperfections
  • Italy will see a growing demand for hybrid products to counteract signs of aging
  • Value for money will remain an important motivator of Make-up consumption as the Italian economy will remain weak
  • As a demographic, Older Consumers enjoy the most Make-up occasions in Italy and in the long term this group's influence is set to increase

Understanding Consumer Trends and Drivers of Behavior in the Italian Make-up Market identifies the key demographic groups driving consumption, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.

Get access to:

  • Key consumer demographic groups driving consumption within the Italian market. The figures identify whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall).
  • Market value and volumes over 2008-2018 for Italy and nine other countries to give a global context.
  • The degree of influence that the 20 key consumer trends identified by Canadean have on Make-up consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group.
  • Identification of substitutes to Make-up and how these alternatives are performing in the market.
  • Insight into the implications behind the data, and analysis of how the needs of will evolve in the short-to-medium term future.
  • Examples of international and Italy-specific product innovation targeting key consumer needs.

Reasons To Buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of Italy's Make-up consumers. This is based on Canadean's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Make-up sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

  • Definitions
  • Market context
  • Demographic cohort consumption patterns
  • Consumer trend analysis
  • Innovation examples
  • Recommended actions
  • Appendix
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