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Beauty Retailing - Canada - December 2014

“Beauty product and personal care shopping is fairly routine for the majority of consumers. Brick & mortar and online stores will benefit from staying in tune with their consumers’ preferences, offering promotions based on information gathered. Retailers may also want to offer incentives to encourage purchasing of new products as well as making the shopping process more accessible for male beauty product consumers.”
– Andrew Zmijak, Consumer Behaviour & Social Media Analyst

This report discusses the following key topics:

  • Marketing products that appeal to Canada’s aging population
  • Greater incentives the key to increasing online sales
  • Encourage men to buy beauty products by making them more comfortable with process
  • Customized promotions and animal-friendly products are key to stimulating sales

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market size and forecast
              • Canada’s beauty and personal care market to see slow but steady growth
                • Figure 1: Forecast of Canada retail sales of beauty and personal care products, by value sales, 2009-19
              • Market drivers
                • Canada’s population is expected to age in the coming years
                  • Figure 2: Projected trends in the age structure of the Canadian population, 2014-19
                • The consumer
                  • Everyday essentials purchased by most consumers
                    • Figure 3: Beauty product purchase frequency, September 2014
                  • Mass merchandisers and drug stores favoured for beauty products
                    • Figure 4: Retailers Used for Purchasing Beauty Products, September 2014
                  • Low prices and availability of favourite brands are key motivators
                    • Figure 5: Purchase motivations for beauty products – top-five ranked, September 2014
                  • A third of consumers would like to see more customized promos and special offers
                    • Figure 6: Suggested innovations and Improvements for beauty product shopping, September 2014
                  • Waiting for promotions and price comparison are important to consumers
                    • Figure 7: Attitudes towards beauty retailing, September 2014
                  • What we think
                  • Issues and Insights

                      • Marketing products that appeal to Canada’s aging population
                        • The facts
                          • The implications
                            • Greater incentives the key to increasing online sales
                              • The facts
                                • The implications
                                  • Encourage men to buy beauty products by making them more comfortable with process
                                    • The facts
                                      • The implications
                                        • Customized promotions and animal-friendly products are key to stimulating sales
                                          • The facts
                                            • The implications
                                            • Trend Application

                                                • Man in the Mirror
                                                  • Moral Brands
                                                    • Prove It
                                                    • Market Drivers

                                                      • Key points
                                                        • Demographic overview
                                                          • Canadian population count
                                                            • Figure 8: Share of population of Canada, by territory/province, 2014
                                                          • Canada’s population is expected to age in the coming years
                                                            • Figure 9: Projected trends in the age structure of the Canadian population, 2014-19
                                                          • Economic overview
                                                            • Canadian economy to pick up speed, but risks remain
                                                              • Figure 10: Canada’s GDP, by quarter, 2008-14
                                                              • Figure 11: Annual average exchange rates for the Canadian dollar vs selected currencies, 2011-14
                                                            • Income and savings on the rise
                                                              • Figure 12: Household disposable income growth and savings rate in Canada, 2008-14
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Amazon.com introduces a prestige beauty store
                                                                • Beauty box subscription service Birchbox comes to Canada
                                                                  • Benefit introduces airport kiosks
                                                                    • Sephora & Pantone Color IQ
                                                                      • Revlon File ‘n Peel 6-in-1 Nail File
                                                                        • Men’s beards are hurting the shaving industry
                                                                          • The beauty app revolution
                                                                            • Dior introduces “selfie friendly” foundation
                                                                              • Figure 13: Dior’s Diorskin Star make-up
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • Canada’s beauty and personal care market to see slow but steady growth
                                                                                • Figure 14: Canada retail sales of beauty and personal care products, by value, 2009-19
                                                                                • Figure 15: Forecast of Canada retail sales of beauty and personal care products, by value, 2009-19
                                                                              • Forecast methodology
                                                                              • Market Segmentation and Share

                                                                                • Key points
                                                                                  • Colour cosmetics, closely followed by facial care, lead the way in sales among all segments
                                                                                    • Figure 16: Retail market value in local currency with forecast (2014-18), by value sales, 2010-18
                                                                                  • Growth the strongest for sun care in 2013; depilatory products in 2014
                                                                                      • Figure 17: Retail market value growth in local currency with forecast (2014-18), by value sales, 2010-18
                                                                                  • Retail Overview

                                                                                      • Beauty specialists
                                                                                        • Sephora
                                                                                          • Bath & Body Works
                                                                                            • The Body Shop
                                                                                              • Sally Beauty Supply
                                                                                                • Trade Secrets
                                                                                                  • MAC Cosmetics
                                                                                                    • Lush
                                                                                                      • Aveda
                                                                                                        • Department stores
                                                                                                          • Hudson’s Bay
                                                                                                            • Sears
                                                                                                              • Mass merchandisers
                                                                                                                • Walmart
                                                                                                                  • Target
                                                                                                                    • Drug stores
                                                                                                                      • Shoppers Drug Mart
                                                                                                                        • Rexall Pharma Plus
                                                                                                                          • London Drugs
                                                                                                                            • Online-only beauty retailers
                                                                                                                              • Well.ca
                                                                                                                                • Ftbbeauty.ca
                                                                                                                                  • Direct sellers
                                                                                                                                    • Amway
                                                                                                                                      • Avon
                                                                                                                                        • Mary Kay
                                                                                                                                          • Grocery stores/supermarkets
                                                                                                                                            • Beauty subscription services
                                                                                                                                            • The Consumer – Purchase Frequency

                                                                                                                                              • Key points
                                                                                                                                                • Everyday essentials purchased by most consumers
                                                                                                                                                  • Figure 18: Beauty product purchase frequency, September 2014
                                                                                                                                                • As expected, Canadian women are more likely to purchase beauty products
                                                                                                                                                  • Figure 19: Beauty product purchase frequency, by gender, September 2014
                                                                                                                                                • Younger women are most likely to purchase most beauty products
                                                                                                                                                  • Figure 20: Beauty product purchase frequency, by age of female, September 2014
                                                                                                                                                • Over half of Canadians have purchased five or more types of beauty products
                                                                                                                                                  • Figure 21: Repertoire of beauty products purchased, September 2014
                                                                                                                                              • The Consumer – Purchase Locations for Beauty Products

                                                                                                                                                • Key points
                                                                                                                                                  • Mass merchandisers and drug stores favoured for beauty products
                                                                                                                                                    • Figure 22: Retailers used for purchasing beauty products, September 2014
                                                                                                                                                  • Women are more likely to shop for beauty items at various retailers
                                                                                                                                                    • Figure 23: Retailers used for purchasing beauty products, by gender, September 2014
                                                                                                                                                  • Younger consumers are more likely to shop online for beauty products
                                                                                                                                                    • Household income and size effects retailer decision
                                                                                                                                                    • The Consumer – Purchase Motivators

                                                                                                                                                      • Key points
                                                                                                                                                        • Low prices and availability of favourite brands are key beauty product purchase motivators
                                                                                                                                                          • Figure 24: Purchase motivations for beauty products – Top-five ranked, September 2014
                                                                                                                                                          • Figure 25: Most important purchase factor for beauty products (Ranked #1), September 2014
                                                                                                                                                      • The Consumer – Innovations and Improvements

                                                                                                                                                        • Key points
                                                                                                                                                          • A third of consumers would like to see more customized promos and special offers
                                                                                                                                                            • Figure 26: Suggested innovations and Improvements for beauty product shopping, September 2014
                                                                                                                                                          • Younger women are more inclined to seek improvements to their beauty retail experience
                                                                                                                                                            • Figure 27: Suggested innovations and Improvements for beauty product shopping, by age of female, September 2014
                                                                                                                                                        • The Consumer – Attitudes towards Beauty Retailing

                                                                                                                                                          • Key points
                                                                                                                                                            • Summary of attitudes towards beauty retailing
                                                                                                                                                              • Figure 28: Attitudes towards beauty retailing, September 2014
                                                                                                                                                            • Waiting for promotions and price comparison are both shopping strategies among many beauty product consumers
                                                                                                                                                              • Figure 29: Attitudes towards beauty retailing – Cost, September 2014
                                                                                                                                                            • Animal testing, the environment and all-natural ingredients are important to consumers
                                                                                                                                                              • Figure 30: Attitudes towards beauty retailing – Ingredients, September 2014
                                                                                                                                                            • Half of consumers like to try or sample products before they buy them
                                                                                                                                                              • Figure 31: Attitudes towards beauty retailing – In-store experience, September 2014
                                                                                                                                                          • The Consumer – Beauty Retailing and Chinese Canadians

                                                                                                                                                            • Key points
                                                                                                                                                              • Chinese Canadians are more likely to buy a variety of beauty products
                                                                                                                                                                • Figure 32: Beauty product purchasing: Chinese Canadians versus overall population, September 2014
                                                                                                                                                              • Chinese Canadians are more likely to shop at department stores and warehouse clubs
                                                                                                                                                                • Figure 33: Retailers used for purchasing beauty products: Chinese Canadians versus overall population, September 2014
                                                                                                                                                              • Chinese Canadians are seeking a better beauty retailing experience
                                                                                                                                                                • Figure 34: Suggested innovations and improvements for beauty product shopping: Chinese Canadians versus overall population, September 2014
                                                                                                                                                            • The Consumer – Target Groups

                                                                                                                                                              • Key points
                                                                                                                                                                • Four target groups
                                                                                                                                                                  • Figure 35: Target Groups, September 2014
                                                                                                                                                                • Conscious Beauty Enthusiasts (33%)
                                                                                                                                                                  • Disengaged (28%):
                                                                                                                                                                    • Price Aware (21%):
                                                                                                                                                                      • Ethical (18%):
                                                                                                                                                                      • Appendix – The Consumer – Purchase Frequency

                                                                                                                                                                          • Figure 36: Beauty product usage, September 2014
                                                                                                                                                                          • Figure 37: Beauty product usage – Hair care, by demographics, September 2014
                                                                                                                                                                          • Figure 38: Beauty product usage – Bath and body, by demographics, September 2014
                                                                                                                                                                          • Figure 39: Beauty product usage – Skin care, by demographics, September 2014
                                                                                                                                                                          • Figure 40: Beauty product usage – Eye make-up, by demographics, September 2014
                                                                                                                                                                          • Figure 41: Beauty product usage – Nail care, by demographics, September 2014
                                                                                                                                                                          • Figure 42: Beauty product usage – Face make-up, by demographics, September 2014
                                                                                                                                                                          • Figure 43: Beauty product usage – Beauty appliances/tools, by demographics, September 2014
                                                                                                                                                                          • Figure 44: Beauty product usage – Men's fragrances, by demographics, September 2014
                                                                                                                                                                        • Repertoire analysis
                                                                                                                                                                          • Figure 45: Repertoire of beauty product usage, September 2014
                                                                                                                                                                          • Figure 46: Repertoire of beauty product usage, by demographics, September 2014
                                                                                                                                                                          • Figure 47: Beauty product usage, by repertoire of beauty product usage, September 2014
                                                                                                                                                                      • Appendix – The Consumer – Purchase Locations for Beauty Products

                                                                                                                                                                          • Figure 48: Retailers used for purchasing beauty products, September 2014
                                                                                                                                                                          • Figure 49: Most popular retailers used for purchasing beauty products, by demographics, September 2014
                                                                                                                                                                          • Figure 50: Next most popular retailers used for purchasing beauty products, by demographics, September 2014
                                                                                                                                                                      • Appendix – The Consumer – Purchase Motivators

                                                                                                                                                                          • Figure 51: Purchase motivations for beauty products, September 2014
                                                                                                                                                                          • Figure 52: Purchase motivations for beauty products – Rank 1, by demographics, September 2014
                                                                                                                                                                          • Figure 53: Most popular purchase motivations for beauty products – Rank 2, by demographics, September 2014
                                                                                                                                                                          • Figure 54: Next most popular purchase motivations for beauty products – Rank 2, by demographics, September 2014
                                                                                                                                                                          • Figure 55: Most popular purchase motivations for beauty products – Rank 3, by demographics, September 2014
                                                                                                                                                                          • Figure 56: Next most popular purchase motivations for beauty products – Rank 3, by demographics, September 2014
                                                                                                                                                                          • Figure 57: Most popular purchase motivations for beauty products – Rank 4, by demographics, September 2014
                                                                                                                                                                          • Figure 58: Next most popular purchase motivations for beauty products – Rank 4, by demographics, September 2014
                                                                                                                                                                          • Figure 59: Most popular purchase motivations for beauty products – Rank 5, by demographics, September 2014
                                                                                                                                                                          • Figure 60: Next most popular purchase motivations for beauty products – Rank 5, by demographics, September 2014
                                                                                                                                                                      • Appendix – The Consumer – Innovation and Improvements

                                                                                                                                                                          • Figure 61: Innovations/Improvements when shopping for beauty products, September 2014
                                                                                                                                                                          • Figure 62: Most popular innovations/improvements when shopping for beauty products, by demographics, September 2014
                                                                                                                                                                          • Figure 63: Next most popular innovations/improvements when shopping for beauty products, by demographics, September 2014
                                                                                                                                                                          • Figure 64: Other innovations/improvements when shopping for beauty products, by demographics, September 2014
                                                                                                                                                                      • Appendix – The Consumer – Attitudes towards Beauty Retailing

                                                                                                                                                                          • Figure 65: Attitudes towards shopping for beauty products, September 2014
                                                                                                                                                                          • Figure 66: Agreement with the statements ‘I prefer to wait until my favourite beauty products are on promotion’ and ‘I oppose beauty products which have been tested on animals’, by demographics, September 2014
                                                                                                                                                                          • Figure 67: Agreement with the statements ‘I like to compare prices when shopping for beauty products’ and ‘I try to avoid beauty products that are harmful to the environment’, by demographics, September 2014
                                                                                                                                                                          • Figure 68: Agreement with the statements ‘I am willing to pay more for beauty products if there are health benefits’ and ‘I prefer to sample beauty products before buying them’, by demographics, September 2014
                                                                                                                                                                          • Figure 69: Agreement with the statements ‘I always try to get the same brand when buying different types of beauty products’ and ‘I like to try products in-store before buying’, by demographics, September 2014
                                                                                                                                                                          • Figure 70: Agreement with the statements ‘I think that cheap beauty products are not as gentle on my skin’ and ‘I like to read up on the ingredients in beauty products’, by demographics, September 2014
                                                                                                                                                                          • Figure 71: Agreement with the statements ‘I am willing to pay more for beauty products made with natural/organic ingredients’ and ‘I find make-up/cosmetic counters intimidating’, by demographics, September 2014
                                                                                                                                                                      • Appendix – The Consumer – Beauty Retailing and Chinese Canadians

                                                                                                                                                                          • Figure 72: Selected demographics, by total population against Chinese Canadians, September 2014
                                                                                                                                                                      • Appendix – The Consumer – Target Groups

                                                                                                                                                                          • Figure 73: Target groups, September 2014
                                                                                                                                                                          • Figure 74: Target groups, by demographics, September 2014
                                                                                                                                                                          • Figure 75: Beauty product usage, by target groups, September 2014
                                                                                                                                                                          • Figure 76: Retailers used for purchasing beauty products, by target groups, September 2014
                                                                                                                                                                          • Figure 77: Purchase motivations for beauty products, by target groups, September 2014
                                                                                                                                                                          • Figure 78: Innovations/Improvements when shopping for beauty products, by target groups, September 2014
                                                                                                                                                                          • Figure 79: Attitudes towards shopping for beauty products, by target groups, September 2014

                                                                                                                                                                      Companies Covered

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                                                                                                                                                                      Beauty Retailing - Canada - December 2014

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