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Role of Packaging in Beauty Innovation - UK - May 2010

This is the first time that Mintel has examined the role of packaging in the beauty and personal care industry. This report looks at what influences people’s purchasing decisions and how influential packaging is compared to price, special offers, brand loyalty and scent, amongst many other factors. By delving deeper into people’s attitudes towards packaging, Mintel’s exclusive consumer research conducted for this report also identifies what people do and do not like about beauty and personal care packaging.

  • In the beauty and personal care sector, packaging appears to be a less important conscious factor in the purchase process than price, product performance and fragrance.
  • Indirectly, packaging influences purchase decisions within the UK beauty and personal care sector. Although people do not consciously take much interest in packaging, it does help new brands stand out, also reducing the time taken to pick out favourite brands on increasingly overcrowded shelves.
  • More than 16 million people (42%) claim to be interested in biodegradable packaging, although it is not a consideration until users come to dispose of the packaging. Environmentally-friendly packaging is more influential in encouraging repeat purchase than attracting new users.
  • More than nine in ten people hold negative attitudes towards packaging. The main criticism is that products are over-packaged. Too much packaging is not only seen as a waste of natural resources, but also a way to raise product prices, thereby creating the illusion of luxury.
  • Easy-to-open packaging is top priority when choosing which products to buy, confirming another packaging issue: more than half the population get frustrated by difficult-to-open packaging.
  • The UK population is dominated by over 55-year-olds, an age group which will see strong growth in numbers over the next five years. Products with higher usage amongst the over 55-yr-olds should pay closer attention to the packaging requirements of this group who are most likely to get frustrated with difficult-to-open packaging.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Abbreviations
        • Future Opportunities

            • Harnessing the possibilities of AR and QR technology
              • Big in Japan
                • No more mattress effect
                  • A more streamlined approach
                    • Convenient and portable
                    • Market in Brief

                      • Packaging fades into the background
                        • Packaging to attract new users and retain existing ones
                          • Consumer cynicism
                          • Internal Market Environment

                            • Key points
                              • Packaging appeals to young
                                • Concern for the environment
                                  • Figure 1: Attitudes towards the environment, 2005-09
                              • Broader Market Environment

                                • Key points
                                  • Demographic trends
                                    • Figure 2: Structure of the UK population, by age and gender, 2005-15
                                  • Waste and recycling
                                  • Trends in Packaging Innovation

                                    • Key points
                                      • Eco and refill
                                        • Shape and design
                                          • Retro/vintage chic
                                            • Added functionality
                                              • Dosage to enhance perceptions of performance
                                                • The future of packaging
                                                • Packaging Manufacturers

                                                    • Alcan
                                                      • Alpla-Werke Alwin Lehner GmbH & Co KG
                                                        • HCT
                                                          • M&H Plastics
                                                            • Manuplastics Ltd
                                                              • PET Power
                                                                • Rexam
                                                                  • Sauer-Polymertechnik GmbH & Co. KG
                                                                  • The Role of Packaging in Beauty and Personal Care

                                                                    • Key points
                                                                      • Influence of packaging amongst women by sector
                                                                        • Figure 3: Factors that influence the choice of which cosmetics and toiletries to buy amongst women, March 2010
                                                                      • Packaging not a key purchase trigger for women
                                                                        • Price biggest influence
                                                                          • Product performance key in functional sectors
                                                                            • Scent is a decider, but not the first factor considered
                                                                              • Influence of packaging amongst men by sector
                                                                                • Figure 4: Factors that influence the choice of which cosmetics and toiletries to buy amongst men, March 2010
                                                                              • Price is most important to men
                                                                                • Packaging as a signpost
                                                                                  • Number of factors considered, by sector
                                                                                    • Figure 5: Number of factors influencing the purchase of beauty and personal care products, March 2010
                                                                                  • Haircare
                                                                                    • Skincare
                                                                                      • Fragrance
                                                                                        • Make-up
                                                                                        • Most Influential Packaging Features

                                                                                          • Key points
                                                                                            • Simplicity holds most sway
                                                                                              • Figure 6: Most influential features of packaging, March 2010
                                                                                            • Openings for easy packaging
                                                                                              • Figure 7: Comparison of people who are frustrated by difficult to open packaging as well as those who are influenced by easy to open packaging, by demographics, March 2010
                                                                                            • Eye-catching packaging helps attract over-optioned consumers
                                                                                              • Environment has greater impact on repeat purchase
                                                                                                • Number of packaging characteristics
                                                                                                  • Figure 8: Number of influencing features of packaging, March 2010
                                                                                              • Consumer Attitudes Towards Cosmetics and Toiletries Packaging

                                                                                                • Key points
                                                                                                    • Figure 9: Attitudes towards packaging used on cosmetics and toiletries, March 2010
                                                                                                  • People more negative than positive about packaging
                                                                                                    • Figure 10: Positive and negative attitudes towards packaging used on cosmetics and toiletries, March 2010
                                                                                                  • The frustration of packaging
                                                                                                    • More than a third are positive about packaging
                                                                                                    • Appendix – Internal Market Environment

                                                                                                        • Figure 11: Attitudes towards environment, by demographics, 2009
                                                                                                    • Appendix – The Role of Packaging in Beauty and Personal Care

                                                                                                      • Women
                                                                                                        • All beauty and personal care products
                                                                                                          • Figure 12: Factors that influence women’s choice of any cosmetics and toiletries to buy, by demographics, March 2010
                                                                                                          • Figure 13: More factors that influence women’s choice of any cosmetics and toiletries to buy, by demographics, March 2010
                                                                                                        • Haircare
                                                                                                          • Figure 14: Factors that influence women’s choice of which haircare products to buy, by demographics, March 2010
                                                                                                          • Figure 15: More factors that influence women’s choice of which haircare products to buy, by demographics, March 2010
                                                                                                        • Skincare
                                                                                                          • Figure 16: Factors that influence women’s choice of which skincare products to buy, by demographics, March 2010
                                                                                                          • Figure 17: More factors that influence women’s choice of which skincare products to buy, by demographics, March 2010
                                                                                                        • Make-up
                                                                                                          • Figure 18: Factors that influence women’s choice of which make-up to buy, by demographics, March 2010
                                                                                                          • Figure 19: More factors that influence women’s choice of which make-up to buy, by demographics, March 2010
                                                                                                        • Fragrances
                                                                                                          • Figure 20: Factors that influence women’s choice of which fragrances to buy, by demographics, March 2010
                                                                                                          • Figure 21: More factors that influence women’s choice of which fragrances to buy, by demographics, March 2010
                                                                                                        • Men
                                                                                                          • All beauty and personal care products
                                                                                                            • Figure 22: Factors that influence men’s choice of any cosmetics and toiletries to buy, by demographics, March 2010
                                                                                                            • Figure 23: More factors that influence men’s choice of any cosmetics and toiletries to buy, by demographics, March 2010
                                                                                                          • Haircare
                                                                                                            • Figure 24: Factors that influence men’s choice of which haircare products to buy, by demographics, March 2010
                                                                                                            • Figure 25: More factors that influence men’s choice of which haircare products to buy, by demographics, March 2010
                                                                                                          • Skincare
                                                                                                            • Figure 26: Factors that influence men’s choice of which skincare products to buy, by demographics, March 2010
                                                                                                            • Figure 27: More factors that influence men’s choice of which skincare products to buy, by demographics, March 2010
                                                                                                          • Fragrances
                                                                                                            • Figure 28: Factors that influence men’s choice of which fragrances to buy, by demographics, March 2010
                                                                                                            • Figure 29: More factors that influence men’s choice of which fragrances to buy, by demographics, March 2010
                                                                                                          • Attitudes of packaging enthusiasts
                                                                                                            • Figure 30: Factors that influence the choice of which cosmetics and toiletries to buy, March 2010
                                                                                                            • Figure 31: Attitudes towards packaging used on cosmetics and toiletries, March 2010
                                                                                                            • Figure 32: Most influential features of packaging, March 2010
                                                                                                          • Haircare
                                                                                                            • Figure 33: Number of factors influencing the purchase of haircare products, by influencing factors, March 2010
                                                                                                            • Figure 34: Most popular factors that influence the choice of which haircare products to buy, by detailed demographic, March 2010
                                                                                                            • Figure 35: Next most popular factors that influence the choice of which haircare products to buy, by detailed demographics, March 2010
                                                                                                            • Figure 36: Number of factors influencing the purchase of haircare products, by detailed demographics, March 2010
                                                                                                          • Skincare
                                                                                                            • Figure 37: Factors that influence the choice of which skincare products to buy, March 2010
                                                                                                            • Figure 38: Most popular factors that influence the choice of which skincare products to buy, by detailed demographics, March 2010
                                                                                                            • Figure 39: Next most popular factors that influence the choice of which skincare products to buy, by detailed demographics, March 2010
                                                                                                            • Figure 40: Number of factors influencing the purchase of skincare products, by detailed demographics, March 2010
                                                                                                          • Fragrances
                                                                                                            • Figure 41: Factors that influence the choice of which fragrances to buy, March 2010
                                                                                                            • Figure 42: Most popular factors that influence the choice of which fragrances to buy, by detailed demographics, March 2010
                                                                                                            • Figure 43: Next most popular factors that influence the choice of which fragrances to buy, by detailed demographics, March 2010
                                                                                                            • Figure 44: Number of factors influencing the purchase of fragrances, by detailed demographics, March 2010
                                                                                                          • Make-up
                                                                                                            • Figure 45: Factors that influence the choice of which make-up products to buy, March 2010
                                                                                                            • Figure 46: Most popular factors that influence the choice of which make-up to buy, by detailed demographics, March 2010
                                                                                                            • Figure 47: Next most popular factors that influence the choice of which make-up to buy, by detailed demographics, March 2010
                                                                                                            • Figure 48: Number of factors influencing the purchase of make-up products, by detailed demographics, March 2010
                                                                                                        • Appendix – Most Influential Packaging Features

                                                                                                            • Figure 49: Most influential features of packaging, by detailed demographics, March 2010
                                                                                                            • Figure 50: Influential features of packaging, by detailed demographics, March 2010
                                                                                                            • Figure 51: Number of influencing features of packaging, March 2010
                                                                                                            • Figure 52: Number of influencing features of packaging, by influencing feature, March 2010
                                                                                                            • Figure 53: Number of influencing features of packaging, by detailed demographics, March 2010
                                                                                                        • Appendix – Consumer Attitudes Towards Cosmetics and Toiletries Packaging

                                                                                                            • Figure 54: Most popular attitudes towards packaging used on cosmetics and toiletries, by detailed demographics, March 2010
                                                                                                            • Figure 55: Next most popular attitudes towards packaging used on cosmetics and toiletries, by detailed demographics, March 2010
                                                                                                          • Positive and negative attitudes towards packaging
                                                                                                            • Figure 56: Positive and negative attitudes towards packaging used on cosmetics and toiletries, by demographics, March 2010
                                                                                                            • Figure 57: Attitudes towards packaging used on cosmetics and toiletries, by positive and negative attitudes towards packaging used on cosmetics and toiletries, March 2010
                                                                                                            • Figure 58: Factors that influence the choice of which haircare products to buy, by positive or negative attitudes held towards cosmetics and toiletries packaging, March 2010
                                                                                                            • Figure 59: Most influential features of packaging, by positive and negative attitudes towards packaging used on cosmetics and toiletries, March 2010
                                                                                                            • Figure 60: Number of influencing features of packaging, by detailed demographics, March 2010

                                                                                                        Companies Covered

                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                        • Alliance Boots
                                                                                                        • Asda Group Ltd
                                                                                                        • Avon
                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                        • Co-operative Group
                                                                                                        • Elizabeth Arden, Inc.
                                                                                                        • Estée Lauder Companies Inc. (The)
                                                                                                        • Facebook, Inc.
                                                                                                        • Givenchy
                                                                                                        • J. Sainsbury
                                                                                                        • John Frieda
                                                                                                        • Johnson & Johnson Ltd
                                                                                                        • L'Occitane Ltd
                                                                                                        • L'Oréal (UK)
                                                                                                        • Lee Stafford
                                                                                                        • Lidl (UK)
                                                                                                        • Marks & Spencer
                                                                                                        • Oriflame Cosmetics (UK & Ireland)
                                                                                                        • Procter & Gamble UK & Ireland
                                                                                                        • Revlon Group Ltd (UK)
                                                                                                        • Schwarzkopf & Henkel
                                                                                                        • Space NK Ltd
                                                                                                        • Superdrug Stores Plc
                                                                                                        • Tesco Plc
                                                                                                        • The Body Shop - Retail Sales
                                                                                                        • Unilever Plc
                                                                                                        • Waitrose
                                                                                                        • Wm Morrison Supermarkets

                                                                                                        Role of Packaging in Beauty Innovation - UK - May 2010

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