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Women's Reactions to the Recession - Beauty and Personal Care - UK - June 2009

Since 2008, the state of the economy has dominated consumer thought. Rising redundancies and falling interest rates and property prices have impacted on people’s sense of security. Despite government efforts, there is evidence that people are prioritising spend, putting money into a rainy day fund as a safety net for money troubles or possible redundancy in the future.

Women are more likely than men to be worried about the state of their personal finances and this is shaping their usage and purchasing habits of beauty and personal care products. This report seeks to establish whether this presents a concern or an opportunity to companies and retailers operating in the beauty and personal care space. This report assesses how women have changed their beauty routines and how they regard the beauty products they buy against the backdrop of money worries.

Key themes

This report seeks to:

  • Understand consumer reaction to the recession and how the significance of money worries impacts on the way in which they use and buy beauty and personal care products.

  • Examine which sectors are most vulnerable to trading down or being dispensed with altogether.

  • Identify opportunities in the market that respond to consumer concerns and demands.

  • Develop best practice strategy to survive the economic downturn.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Current reactions to last a lifetime?
              • Building trust through transparency
                • Insight
                  • Salon style
                    • Sense of salon at home
                      • Insight
                      • Market in Brief

                        • Money worries
                          • Saving money at the salon with in-home treats
                            • Beauty, but on a budget
                              • The winners of the recession
                                • Future outlook
                                • Internal Market Environment

                                  • Key points
                                    • Attitudes towards finance and employment
                                      • Figure 1: UK attitudes towards finances and employment, 2004-08
                                    • Changing personal concerns
                                      • Figure 2: Comparison of personal concerns, by gender, February 2008 and January 2009
                                    • Attitudes towards treating and shopping
                                      • Figure 3: UK attitudes towards self-treats and shopping, 2004-08
                                    • Attitudes towards personal appearance
                                      • Figure 4: Attitudes towards personal appearance, 2004-08
                                  • Broader Market Environment

                                    • Key points
                                      • Age profile of the UK’s women
                                        • Figure 5: Trends in UK female population, by age, 2004, 2009 and 2014
                                      • Women and unemployment
                                        • Figure 6: UK trends in employment status of women of working age, December 2006-February 2009
                                      • Income
                                        • Trends in household income
                                          • Figure 7: UK household income trends, 2004-08
                                        • Mortgage type
                                          • Figure 8: Types of mortgage held, 2004-08
                                      • Who’s Innovating?

                                        • Key points
                                          • Innovation in tune with consumer usage habits
                                            • Figure 9: UK innovation in beauty and personal care products, by quarter, 2007-09
                                          • Economy vs premium
                                            • Figure 10: UK innovation in beauty and personal care products by quarter, by economy or premium claim, 2007-09
                                          • Economy category
                                            • Figure 11: UK innovation in economy beauty launches, by category, January 2007-April 2009
                                          • Launch type
                                            • Figure 12: UK innovation in beauty and personal care products, by launch type, 2007-09
                                        • Market Size and Forecast

                                          • Key points
                                            • Beauty industry remains buoyant
                                              • Figure 13: UK retail value sales of the beauty industry, at current and constant prices, 2004-14
                                            • Little luxuries to secure steady growth
                                            • Segment Performance

                                              • Key points
                                                • Beauty products prosper
                                                  • Figure 14: UK retail value sales of the beauty industry, at current prices, by sector, 2004-14
                                                • The colour of money
                                                  • Figure 15: UK retail value sales of beauty products and services, at current prices, by category, 2007-09
                                                • Saving money at salon sees women trade up
                                                • Brand Communication and Promotion

                                                  • Key points
                                                    • Like-for-like adspend shows sharp decline
                                                      • Figure 16: Like-for-like change in above-the-line advertising expenditure on cosmetics and toiletries and beauty services, UK, 2008 Q1-2009 Q1
                                                    • Functional categories see greatest reduction
                                                      • Figure 17: Beauty and personal care categories demonstrating three consecutive quarters of like- for like decline or growth, UK, Q3 2008-Q1 2009
                                                  • UK Women’s Use of Beauty Products

                                                    • Key points
                                                      • Beauty habits unaffected by the recession
                                                        • Figure 18: Trends in use of beauty and personal care products and services, by category, 2004-08
                                                      • Bright prospects for make-up and hair dye
                                                        • Skincare dries up
                                                        • Women’s Spending Habits in the Recession – UK, US and France

                                                          • Key points
                                                            • Women most likely to maintain spend
                                                              • Figure 19: Changes in spending on beauty products in the three months to February 2009, by country, February 2009
                                                            • Rationalisation of spend: non-essentials fall out of favour
                                                              • Number of products women are spending less on
                                                                • Figure 20: Number of products women are spending less on, by country, February 2009
                                                              • No change please, we’re British
                                                                • No surrender from the French
                                                                  • Americans most likely to trade down
                                                                  • UK Women’s Spending Habits in the Recession

                                                                    • Key points
                                                                      • Age of change in spending habits
                                                                        • Figure 21: Average changes in UK women’s spending on beauty products in the three months to February 2009, February 2009
                                                                      • Farewell to the fake and the failing
                                                                        • Figure 22: Top five beauty products, by changes in UK women’s spending habits in the three months to February 2009, February 2009
                                                                      • Functional spend is up
                                                                        • Figure 23: Changes in UK women’s spending on beauty products in the three months to February 2009, by category, February 2009
                                                                      • Practical products to weather the storm
                                                                        • Austerity Chic
                                                                          • Figure 24: Change in spend on lipstick/lipgloss amongst lipstick/lipgloss users in the three months to February 2009, by age, February 2009
                                                                      • Impact of the Recession by Category

                                                                        • Key points
                                                                          • Skincare
                                                                            • Figure 25: Changes made to skincare spending and usage habits in the three months to February 2009, by country and category, February 2009
                                                                          • Frugal French sacrifice to save skincare
                                                                            • Goodbye to impulse purchasing?
                                                                              • Haircare
                                                                                • Figure 26: Changes made to haircare spending and usage habits in the three months to February 2009, by country and category, February 2009
                                                                              • Opportunity for multi-purpose haircare
                                                                                • UK women more impulsive
                                                                                  • Make-up
                                                                                    • Figure 27: Changes made to make-up spending and usage habits in the three months to February 2009, by country and category, February 2009
                                                                                  • Fragrance
                                                                                    • Figure 28: Changes made to fragrance spending and usage habits in the three months to February 2009, by country and category, February 2009
                                                                                • Changes to the Beauty Routine – UK, US and France

                                                                                  • Key points
                                                                                    • Usage of beauty treatment
                                                                                      • Figure 29: Usage of beauty treatments, by country, February 2009
                                                                                    • Professionals cut
                                                                                      • Figure 30: Changes made to beauty routine in the three months to February 2009, by category and country, February 2009
                                                                                    • Home as a sanctuary
                                                                                      • Could spa brands go budget?
                                                                                        • Saving money by cutting out the salon
                                                                                        • Changes to the UK Beauty Treatment Routine

                                                                                          • Key points
                                                                                            • No change in today’s recession
                                                                                              • Figure 31: Changes made to UK beauty routine in the three months to February 2009
                                                                                            • Children impact on mum’s beauty treatment routine
                                                                                              • Marital status impacts on spend
                                                                                              • UK Spending Groups

                                                                                                  • Figure 32: Spending group, by country, February 2009
                                                                                                • No Sacrifice (67%)
                                                                                                  • Who are they?
                                                                                                    • Austerity Chic (64%)
                                                                                                      • Who are they?
                                                                                                        • Frugality (51%)
                                                                                                          • Who are they?
                                                                                                            • Spontaneity (28%)
                                                                                                              • Who are they?
                                                                                                                • Trading Down (26%)
                                                                                                                  • Who are they?
                                                                                                                    • Maximisers (18%)
                                                                                                                      • Who are they?
                                                                                                                      • Appendix

                                                                                                                          • ACORN
                                                                                                                            • Advertising data
                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                • Figure 33: Comparison of personal concerns, by gender, February 2008 and January 2009
                                                                                                                            • Appendix – Broader Market Environment

                                                                                                                                • Figure 34: UK trends in employment status of women of working age, Q4 2007-Q1 2009
                                                                                                                                • Figure 35: Types of mortgage held, Q4 2008
                                                                                                                            • Appendix – Women’s Spending Habits in the Recession – UK, US and France

                                                                                                                                • Figure 36: Average changes in global spending on beauty products in the three months to February 2009, by category, February 2009
                                                                                                                                • Figure 37: Global changes in spending on beauty products in the three months to February 2009, by category and by country, February 2009
                                                                                                                              • France
                                                                                                                                • Figure 38: Changes in French women’s spending on beauty products in the three months to February 2009, by demographic, February 2009
                                                                                                                              • UK
                                                                                                                                • Figure 39: Changes in UK women’s spending on beauty products in the three months to February 2009, by demographic, February 2009
                                                                                                                              • US
                                                                                                                                • Figure 40: Changes in US women’s spending on beauty products in the three months to February 2009, by demographic, February 2009
                                                                                                                            • Appendix – UK Women’s Spending Habits During the Recession

                                                                                                                                • Figure 41: UK women’s spending habits during the recession, by demographic sub-group, February 2009
                                                                                                                              • Spending the same or more
                                                                                                                                • By sub-category
                                                                                                                                  • Figure 42: Number of products women are spending the same or more on, by country and type of product, February 2009
                                                                                                                                • Spending same on more – skincare
                                                                                                                                  • Figure 43: Number of skincare products women are spending the same or more on, by country and type of product, February 2009
                                                                                                                                • Spending same on more – haircare
                                                                                                                                  • Figure 44: Number of haircare products women are spending the same or more on, by country and type of product, February 2009
                                                                                                                                • Spending same on more – colour cosmetics
                                                                                                                                  • Figure 45: Number of colour cosmetics products women are spending the same or more on, by country and type of product February 2009
                                                                                                                              • Appendix – Changes to the Beauty Routine – UK, US and France

                                                                                                                                  • Figure 46: Global changes made to beauty routine in the three months to February 2009, by category and country, February 2009
                                                                                                                                • All countries
                                                                                                                                  • Figure 47: Changes to the beauty routine, by beauty service, February 2009
                                                                                                                              • Appendix – Changes to the UK Beauty Treatment Regime

                                                                                                                                  • Figure 48: Changes made to UK beauty routine in the three months to February 2009, by demographics, February 2009
                                                                                                                              • Appendix – Spending Groups

                                                                                                                                • UK
                                                                                                                                  • Figure 49: Spending typology, by demographic sub-group, February 2009
                                                                                                                                • Cross-analysis of spending typologies
                                                                                                                                  • UK
                                                                                                                                    • Figure 50: Spending typology, by changes to routine in response to the recession, February 2009

                                                                                                                                Companies Covered

                                                                                                                                • Alberto-Culver Company (UK)
                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                • Alliance Boots
                                                                                                                                • Asda Group Ltd
                                                                                                                                • British Market Research Bureau (BMRB)
                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                • BT Group plc
                                                                                                                                • CACI Limited
                                                                                                                                • Charles Worthington
                                                                                                                                • Co-operative Group
                                                                                                                                • Colgate-Palmolive UK Ltd
                                                                                                                                • Daily Express
                                                                                                                                • Daily Mail
                                                                                                                                • Daily Star (The)
                                                                                                                                • Donna Karan Company Stores Ltd
                                                                                                                                • Estée Lauder Companies Inc. (The)
                                                                                                                                • HomeChoice
                                                                                                                                • J. Sainsbury
                                                                                                                                • KMS California
                                                                                                                                • L'Occitane Ltd
                                                                                                                                • Lidl (UK)
                                                                                                                                • Marks & Spencer
                                                                                                                                • Nicky Clarke
                                                                                                                                • Outdoor Advertising Association of Great Britain
                                                                                                                                • Procter & Gamble UK & Ireland
                                                                                                                                • PZ Cussons
                                                                                                                                • Sara Lee (UK)
                                                                                                                                • Superdrug Stores Plc
                                                                                                                                • T-Mobile (UK) Ltd
                                                                                                                                • Tesco Plc
                                                                                                                                • The Sun
                                                                                                                                • Unilever Plc
                                                                                                                                • Virgin Media Ltd
                                                                                                                                • Virgin Mobile
                                                                                                                                • Vodafone Group Plc (UK)
                                                                                                                                • Waitrose
                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                • Yves Saint Laurent

                                                                                                                                Women's Reactions to the Recession - Beauty and Personal Care - UK - June 2009

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