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Female Beauty and Personal Care Consumer (The) - UK - August 2010

In a beauty and personal care market already worth approaching £14 billion (including products and services such as hairdressing, see Mintel report British Lifestyles, August 2010), there is still plenty of scope for innovation and further growth. Women have a good understanding of basic skin types and are well practised in identifying their own flaws, large and small. Despite a good degree of scepticism, there is also an enduring optimism that drives take-up of new products. Consumers are not realistically hoping for perfection – rather wanting improved results.

What we have found out:

  • Research for this report finds there is a substantial credibility gap in the beauty industry, with as many as half of women having been disappointed in a product's performance although four in ten may still buy despite not being wholly convinced by a product's claim. Older women are most likely to find product claims less credible.
  • Around a third of women prefer the natural route to improving their appearance. They keep their usage of beauty products to a minimum and prefer to eat healthily, stay out of the sun and exercise more. On average these women are older, but it includes younger women. There is a growing emphasis on healthy lifestyles as well as on organics, avoidance of chemicals and purity in ingredients and beauty products are part of that broader trend.
  • Almost nine in ten women have one or more worries over their general appearance and their skin in particular. The most common concerns are grey hair, being overweight, cellulite, stretch marks, crows feet or fine lines, dry skin and spots/ blemishes. This offers potential for every product sector.
  • ABC1 25-44-year-old full-time working women are a key target group as they are most likely to continue trying out new products even if they are not wholly convinced by the product claims. Across haircare, skincare and make-up, the most believable claim overall is UV protection.
  • Shampoo and conditioner have the lowest brand loyalty, and face and eye make-up the highest but overall, price is a deciding factor for most product sectors. The exceptions are anti-ageing, anti-cellulite and facial skincare products, which are primarily driven by perceived performance.
  • Half of women buy their beauty and personal care products off the shelf - perhaps unsurprising as most mass-market products are sold that way, but perhaps also due to a reluctance to engage with beauty counter staff, since three in ten women find shopping at the beauty counter intimidating. This means lost opportunities to help women better understand new product innovations and benefits.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
        • Future Opportunities

          • The need to build trust
            • A more diverse conception of beauty
              • We want to hear from you
                • Inner and outer beauty
                  • Feeding outside and inside
                  • Market in Brief

                    • Women and the market
                      • Their key concerns
                        • They hear the claims – do they believe them?
                          • How women buy beauty and personal care products
                          • Internal Market Environment

                            • Key points
                              • Women’s attitudes towards their appearance
                                • Figure 1: Trends in women’s attitudes towards personal appearance, 2005-09
                              • Product usage
                                • Figure 2: Use of selected skincare, colour cosmetic products and haircare, 2010
                              • How men and women see their needs
                                • Figure 3: Description of hair/skin, by gender, 2009
                              • Hair concerns
                                • Figure 4: Hair conditions prone to, by gender, 2009
                              • Cosmetic surgery
                                • Figure 5: UK value of cosmetic surgery, 2005-10
                              • The role of media
                                • Figure 6: UK retail sales of women’s magazines, by volume, 2005-10
                            • Broader Market Environment

                              • Key points
                                • Ageing is good news
                                  • Figure 7: Trends in the age structure of the UK female population, 2005-15
                                • The impact of employment
                                  • Figure 8: Employment and unemployment among women, 2005-15
                              • Female Appearance Concerns

                                • Key points
                                  • General appearance concerns
                                    • Figure 9: Topline summary appearance concerns among women, March 2010
                                  • The easy and the not so easy
                                    • Figure 10: Appearance concerns among women, March 2010
                                  • Worries set in early
                                    • Figure 11: Number of appearance concerns among women, March 2010
                                  • Grey market
                                    • Figure 12: Concerned over grey hair and being overweight, by age, March 2010
                                  • Skincare concerns
                                    • Figure 13: Skin concerns among women, March 2010
                                    • Figure 14: Leading skin concerns, by age, March 2010
                                  • An age of opportunity
                                    • Multiple skin concerns
                                      • Women still against ageing
                                      • Credibility of Product Claims Among Women

                                        • Key points
                                          • Influence of product claims
                                            • Figure 15: Attitudes towards skincare products, March 2010
                                          • The power of positive thinking
                                            • The positives
                                              • And the negatives
                                                • Nature’s way
                                                  • Skincare
                                                    • Credibility gap
                                                      • Figure 16: Belief in claims made by skincare products, March 2010
                                                    • Belief in claims by age and social grade
                                                      • Figure 17: Belief in claims, by key age and socio-economic groups, March 2010
                                                    • Haircare
                                                      • Product experience key to credibility
                                                        • Figure 18: Belief in claims made by haircare products, March 2010
                                                      • Make-up
                                                        • Women believe in make-up?
                                                          • Figure 19: Belief in claims made by make-up products, March 2010
                                                        • Younger women key to credibility
                                                          • Figure 20: Number of claims made by make-up products that women find credible, by demographics, March 2010
                                                      • Women’s Buying Habits in the Last Six Months

                                                        • Key points
                                                          • Skincare
                                                            • Figure 21: Skincare buying habits in the past six months, March 2010
                                                          • Wanting something more
                                                            • Haircare
                                                              • Figure 22: Haircare buying habits in the past six months, March 2010
                                                            • Make-up and fragrance
                                                              • Figure 23: Make-up and fragrance buying habits in the past six months, March 2010
                                                          • Attitudes towards Buying Products

                                                            • Key points
                                                                • Figure 24: Attitudes towards buying beauty and personal care products, March 2010
                                                              • The act of buying
                                                                • Figure 25: Attitudes towards buying beauty and personal care products, March 2010
                                                              • Function mixes with pleasure
                                                                • Beauty treats for younger women
                                                                  • Figure 26: Selected attitudes towards buying beauty and personal care products, by age and socio-economic group, March 2010
                                                                • At the beauty counter
                                                                • Women’s Use of Beauty, Health and Well-being Treatments

                                                                  • Key points
                                                                    • Use of beauty, health and well-being treatments
                                                                      • Figure 27: Female experience of any beauty, health and well-being treatments, March 2010
                                                                    • Diverse range of experience
                                                                      • Figure 28: Female experience of beauty, health and well-being treatments, by type, March 2010
                                                                    • Use and potential use
                                                                      • The demographics of it
                                                                        • Figure 29: Number of beauty, health and well-being treatments used, by age and socio-economic group, March 2010
                                                                        • Figure 30: Number of beauty, health and well-being treatments that women would consider, by age and socio-economic group, March 2010
                                                                    • Targeting Women in the Beauty Market

                                                                      • Key points
                                                                        • Figure 31: Target groups for women’s beauty products, March 2010
                                                                      • The Enthusiasts (19%)
                                                                        • Who are they?
                                                                          • The Qualified Enthusiasts (23%)
                                                                            • Who are they?
                                                                              • The Indifferent Users (33%)
                                                                                • Who are they?
                                                                                  • The Naturals (24%)
                                                                                    • Who are they?
                                                                                    • Appendix – Internal Market Environment

                                                                                        • Figure 32: Attitudes to personal appearance, by demographics, 2009
                                                                                        • Figure 33: Attitudes to personal appearance, by demographics, 2009
                                                                                        • Figure 34: Use of skincare products, by demographics, 2010
                                                                                        • Figure 35: Use of skincare products, by demographics, 2010 (continued)
                                                                                        • Figure 36: Use of colour cosmetics, by demographics, 2010
                                                                                        • Figure 37: Use of haircare products, by demographics, 2010
                                                                                    • Appendix – Female Appearance Concerns

                                                                                        • Figure 38: Appearance concerns among women, by demographics, March 2010
                                                                                        • Figure 39: Appearance concerns among women, by demographics, March 2010
                                                                                        • Figure 40: Appearance concerns among women, by demographics, March 2010
                                                                                        • Figure 41: Appearance concerns women don’t have but are concerned about, by demographics, March 2010
                                                                                        • Figure 42: Appearance concerns women don’t have but are concerned about, by demographics, March 2010
                                                                                        • Figure 43: Number of appearance concerns among women, by demographics, March 2010
                                                                                      • Number of appearance concerns
                                                                                        • Figure 44: Number of appearance concerns don’t have but concerned about among women, by demographics, March 2010
                                                                                      • Skincare concerns
                                                                                        • Figure 45: Skin concerns among women, by demographics, March 2010
                                                                                        • Figure 46: Skin concerns among women, by demographics, March 2010
                                                                                        • Figure 47: Skin concerns women don’t have, but are concerned about, by demographics, March 2010
                                                                                        • Figure 48: Skin concerns women don’t have but are concerned about, by demographics, March 2010
                                                                                        • Figure 49: Number of skin concerns among women, by demographics, March 2010
                                                                                        • Figure 50: Number of skin concerns don’t have but concerned among women, by demographics, March 2010
                                                                                    • Appendix – Credibility of Product Claims Among Women

                                                                                        • Figure 51: Belief in claims made by skincare products, by demographics, March 2010
                                                                                        • Figure 52: Belief in claims made by skincare products, by demographics, March 2010
                                                                                        • Figure 53: Belief in claims made by skincare products, by demographics, March 2010
                                                                                        • Figure 54: Belief in claims made by skincare products, by demographics, March 2010
                                                                                        • Figure 55: Disbelief in claims made by skincare products, by demographics, March 2010
                                                                                        • Figure 56: Disbelief in claims made by skincare products, by demographics, March 2010
                                                                                        • Figure 57: Disbelief in claims made by skincare products, by demographics, March 2010
                                                                                        • Figure 58: Number of claims made by skincare products that women find credible, by demographics, March 2010
                                                                                        • Figure 59: Number of claims made by skincare products that women do not believe, by demographics, March 2010
                                                                                        • Figure 60: Belief in claims made by haircare products, by selected haircare concerns, March 2010
                                                                                        • Figure 61: Number of claims made by make-up products that women find credible, by demographics, March 2010
                                                                                    • Appendix – Influence of Product Claims

                                                                                        • Figure 62: Most popular attitudes towards skincare products, by demographics, March 2010
                                                                                        • Figure 63: Next most popular attitudes towards skincare products and its claims, by demographics, March 2010
                                                                                    • Appendix – Attitudes towards Buying Products

                                                                                        • Figure 64: Attitudes towards buying beauty and personal care products, by demographics, March 2010
                                                                                    • Appendix – Use of Beauty, Health and Well-being Treatments Among Women

                                                                                        • Figure 65: Female experience of beauty, health and well-being treatments, by demographics, March 2010
                                                                                        • Figure 66: Female experience of beauty, health and well-being treatments, by demographics, March 2010
                                                                                        • Figure 67: Female usage of beauty, health and well-being treatments, by demographics, March 2010
                                                                                        • Figure 68: Beauty, health and well-being treatments women would consider, by demographics, March 2010
                                                                                        • Figure 69: Beauty, health and well-being treatments, women would consider using, by demographics, March 2010
                                                                                        • Figure 70: Beauty, health and well-being treatments, women would consider using, by demographics, March 2010
                                                                                        • Figure 71: Beauty, health and well-being treatments, women would not consider using, by demographics, March 2010
                                                                                        • Figure 72: Beauty, health and well-being treatments, women would not consider using, by demographics, March 2010
                                                                                        • Figure 73: Beauty, health and well-being treatments, women would not consider using, by demographics, March 2010
                                                                                        • Figure 74: Number of beauty, health and well-being treatments that women use, by demographics, March 2010
                                                                                        • Figure 75: Number of beauty, health and well-being treatments that women would consider, by demographics, March 2010
                                                                                        • Figure 76: Number of beauty, health and well-being treatments that women wouldn't consider, by demographics, March 2010
                                                                                    • Appendix – Target Groups

                                                                                        • Figure 77: Target groups, by demographics, March 2010
                                                                                        • Figure 78: Appearance concerns among women, by target groups, March 2010
                                                                                        • Figure 79: Skin concerns among women, by target groups, March 2010
                                                                                        • Figure 80: Belief in claims made by skincare products, by target groups, March 2010
                                                                                        • Figure 81: Belief in claims made by haircare products, by target groups, March 2010
                                                                                        • Figure 82: Belief in claims made by make-up products products, by target groups, March 2010
                                                                                        • Figure 83: Haircare buying habits in the past six months, by target groups, March 2010
                                                                                        • Figure 84: Skincare buying habits in the past six months, by target groups, March 2010
                                                                                        • Figure 85: Fragrance buying habits in the past six months, by target groups, March 2010
                                                                                        • Figure 86: Attitudes towards buying beauty and personal care products, by target groups, March 2010
                                                                                        • Figure 87: Attitudes towards skincare products and claims by target groups, March 2010
                                                                                        • Figure 88: Female experience of beauty, health and well-being treatments, by target groups, March 2010

                                                                                    Companies Covered

                                                                                    • Advertising Standards Authority
                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                    • Alliance Boots
                                                                                    • Asda Group Ltd
                                                                                    • Aviva Plc
                                                                                    • Barclaycard
                                                                                    • British Sky Broadcasting Group plc (BSkyB)
                                                                                    • Co-operative Group
                                                                                    • Freeview
                                                                                    • Government Actuary's Department (GAD)
                                                                                    • J. Sainsbury
                                                                                    • Kantar Media
                                                                                    • Lidl (UK)
                                                                                    • Marks & Spencer
                                                                                    • Max Factor
                                                                                    • mmO2 plc
                                                                                    • Netto Foodstores Ltd
                                                                                    • Nike
                                                                                    • Nivea
                                                                                    • Orange plc (UK)
                                                                                    • T-Mobile (UK) Ltd
                                                                                    • Tesco Plc
                                                                                    • The Body Shop - Retail Sales
                                                                                    • Twitter, Inc.
                                                                                    • Virgin Media Ltd
                                                                                    • Virgin Mobile
                                                                                    • Vodafone Group Plc (UK)
                                                                                    • Waitrose
                                                                                    • Wm Morrison Supermarkets

                                                                                    Female Beauty and Personal Care Consumer (The) - UK - August 2010

                                                                                    US $2,270.79 (Excl.Tax)