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The Private Label Beauty Consumer - UK - March 2015

"The media attention given to beauty products launched by discount retailers, along with a high level of NPD in the sector, has seen own-label colour cosmetics soar in popularity. However, at a total level, the private label beauty market continues to suffer from the continual price promotions of branded products, with sales slipping in 2014. The haircare and fragrance categories in particular are brand led with just over half of adults preferring branded products in each."

- Charlotte Libby, Senior Beauty Analyst

This report covers the following areas:

  • Opportunity in the haircare space
  • More can be done to target a male PL shopper 
  • Appealing directly to a mature consumer

Private label beauty products are viewed as inferior to brands in a number of areas including quality of ingredients, fashionability and durable formulas. However, own-label triumphs in value for money and ease of use. An easy to use positioning can be harnessed as an opportunity to target less confident BPC shoppers, such as young men and a senior demographic.

This report focuses on consumer usage and purchasing of beauty products produced by retailers for exclusive sale by them, such as grocery multiples, direct selling outlets, specialist beauty retailers and chemists.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

        • Further sales declines expected in 2015
          • Figure 1: Best- and worst-case forecast for UK retail value sales of private label beauty products, 2009-19
        • Private label takes a lower share of beauty NPD
          • Figure 2: Branded vs private label share of NPD in the skincare, fragrances, hair products and colour cosmetics markets, 2012-14
        • Beauty accessories present a sampling opportunity
          • Figure 3: Usual brand preferences of beauty products, December 2014
        • Own-label products seen as basic
          • Figure 4: Perceptions of branded and own-label beauty products, December 2014
      • Issues and Insights

        • Opportunity in the haircare space
          • The facts
            • The implications
              • More can be done to target a male PL shopper
                • The facts
                  • The implications
                    • Appealing directly to a mature consumer
                      • The facts
                        • The implications
                        • The Market – What You Need to Know

                          • Market Size and Forecast

                            • Further sales declines expected in 2015, but growth expected down the line
                              • Figure 5: UK retail value sales of private label beauty products 2009-19
                              • Figure 6: Best- and worst-case forecast for UK retail value sales of private label beauty products, 2009-19
                          • Segment Performance

                            • Colour cosmetics are the star performer
                              • Fragrances suffer from preference for brands
                                • A mixed performance for PL hair
                                  • Figure 7: Retail value sales of private label beauty products, by segment, 2012-14
                              • Market Drivers

                                • Economic recovery brings the end of the ‘lipstick effect’
                                  • Figure 8: Trends in how respondents describe their financial situation, February 2009-October 2014
                                • Total number of households to grow by over 1 million
                                  • Figure 9: UK households, by size, 2009-19
                                • Current price deflation threatens PL market
                                  • Figure 10: Annual change in consumer price inflation in selected markets, 2013-14
                                • Discounters and specialists increase store numbers
                                  • Figure 11: Leading specialist retailers: store numbers, 2009-13
                                • Reasons for choosing BPC retailer
                                  • Figure 12: Factors influencing loyalty in the beauty and personal care category, August 2014
                              • Key Players – What You Need To Know

                                • Brand Research

                                  • Key brand metrics
                                    • Figure 13: Key metrics for selected brands, January 2015
                                  • The Body Shop has clear ethical and socially responsible perceptions
                                    • Figure 14: User profile of The Body Shop, January 2015
                                  • Brand map: The Body Shop stands out in terms of differentiation and trust
                                    • Figure 15: Attitudes towards and usage of selected brands, January 2015
                                  • Brand personality: The Body Shop’s brand built on strong ethics
                                    • Figure 16: Brand personality – Macro image, January 2015
                                  • Superdrug own-label uses value and accessibility of stores to its advantage
                                    • Figure 17: User profile of Superdrug own-label, January 2015
                                  • Lidl Cien offers value but currently lacks awareness and penetration
                                    • Figure 18: User profile of Lidl Cien, January 2015
                                  • Brand attitudes: Superdrug and Lidl Cien are immediately associated with value
                                    • Figure 19: Attitudes, by brand, January 2015
                                  • Boots No7 enjoys sense of expertise among consumers
                                    • Figure 20: User profile of Boots No7, January 2015
                                  • Boots No7 has strongest perception of expertise
                                    • Figure 21: Brand personality – Micro image, January 2015
                                  • M&S Autograph benefits from Marks & Spencer association
                                    • Figure 22: User profile of M&S Autograph, January 2015
                                  • Essential Waitrose lacks a sense of expertise in the beauty market
                                    • Figure 23: User profile of Essential Waitrose, January 2015
                                  • Avon’s heritage generates both positive and negatives
                                    • Figure 24: User profile of Avon, January 2015
                                • Brand Communication and Promotion

                                  • No7 advertise in-store services
                                    • Figure 25: Example of the online No7 Lipstick Matching tool, February 2015
                                  • Avon signs new celebrity faces
                                    • Specialist retailers social media showcase
                                      • Figure 26: Example of picture posted on Instagram as part of the #Nailitforcharity campaign, December 2014
                                    • Discounters continue to hold media headlines
                                    • Launch Activity and Innovation

                                      • Private label takes a lower share of beauty NPD
                                        • Figure 27: Branded vs private label share of NPD in the Skincare, Fragrances, Hair Products and Colour Cosmetics markets, 2012-14
                                      • Colour cosmetics lead launches
                                        • Figure 28: NPD in the Skincare, Fragrances, Hair Products and Colour Cosmetics markets, by category, 2014
                                        • Figure 29: Notable private label colour cosmetic product launches, 2014
                                      • Level of true innovation increasing
                                        • Figure 30: NPD in the private label skincare, fragrances, hair products and colour cosmetics markets, by launch type, 2014
                                        • Figure 31: Examples of re-launched and repackaged private label skincare products, 2014
                                      • Time saving products are the fastest growing area
                                        • Figure 32: Fastest growing product positioning claims in the private label Skincare, Fragrances, Hair Products and Colour Cosmetics markets, 2013-14
                                        • Figure 33: Private label beauty launches featuring the time/speed positioning claim, 2014
                                      • Kiko takes the largest share of NPD in 2014
                                        • Figure 34: Retailer share of sales in private label skincare, fragrances, hair products and colour cosmetics, 2014
                                        • Figure 35: Seasonal private label beauty launches, 2014
                                    • The Consumer – What You Need To Know

                                      • Purchasing Private Label Beauty

                                        • Beauty accessories present a sampling opportunity
                                          • Figure 36: Usual brand preferences of beauty products, December 2014
                                        • SBS is a value driven segment
                                          • Opportunity to drive interest in own-label haircare
                                            • Figure 37: Examples of the Josh Wood Guardian of Colour range for Marks & Spencer, 2014
                                        • Perceptions of Private Label Beauty

                                          • Own-label products seen as basic
                                            • Figure 38: Perceptions of branded and own-label beauty products, December 2014
                                          • Brands considered more quality ingredients
                                            • Own-label can be more fashionable
                                            • Usage of Private Label Beauty Retailers

                                              • Men more likely to be supermarket shoppers
                                                • Figure 39: Retailer choices for private label beauty products, by gender, December 2014
                                              • Discounters more popular than specialist
                                              • Reasons for Buying Private Label Beauty

                                                • Performance more important than price
                                                    • Figure 40: Reasons for purchasing own-label beauty products, by gender, December 2014
                                                  • Men more likely to seek shop assistant advice
                                                  • Attitudes towards Private Label Beauty

                                                    • Advertising in the category can be explored
                                                      • Figure 41: Attitudes towards own-label beauty products, December 2014
                                                    • Beauty purchases; trading down to trade up
                                                      • Older women look to own-label for innovation
                                                      • Consumer Typologies

                                                        • Own-label enthusiasts outnumber brand lovers
                                                            • Figure 42: Consumer typologies of own-label beauty buyers, December 2014
                                                          • Opportunities for own-label hair products
                                                            • Brand lovers can be tempted by specialist retailer own-label
                                                            • Data Sources, Abbreviations and Supporting Information

                                                              • Data sources
                                                                • Abbreviations
                                                                  • Fan chart forecast
                                                                    • Key players
                                                                      • Figure 43: % share of NPD in the skincare, fragrances, hair products and colour cosmetics markets, by sub category, 2014
                                                                      • Figure 44: Launch type in the private label skincare, fragrances, hair products and colour cosmetics markets, by category, 2014
                                                                    • The Consumer
                                                                      • Figure 45: Leading health and beauty retailers: % of total in-store space dedicated to health and beauty category, December 2014

                                                                  Companies Covered

                                                                  To learn more about the companies covered in this report please contact us.

                                                                  The Private Label Beauty Consumer - UK - March 2015

                                                                  £1,995.00 (Excl.Tax)