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The Generation X BPC Consumer - UK - February 2019

“The industry’s focus on anti-ageing messaging towards anyone over the age of 40 has left Generation X feeling misunderstood. Ageing is still considered a future problem for many of these consumers, while their more pressing needs for convenience and personalised options are ignored. Mass brands retain the trust of Generation X, but they are beginning to feel pushed out by the retail experience and its focus on Millennials.”
– Alex Fisher, Senior Beauty Analyst

This Report looks at the following areas:

  • Keep convenience in mind
  • Separate from seniors
  • Rooted in familiarity

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Mintel generation definitions
        • Executive Summary

            • The market
              • The future is now
                • Knocking on an open door
                  • Companies and brands
                    • Create your own
                      • Figure 1: UK beauty and personal care NPD with anti-ageing claims, 2015-18
                    • Multi-dimensional
                      • The consumer
                        • Moving forward
                          • Figure 2: Signs of ageing addressed (all vs Generation X), November 2018
                        • Fast and focused
                          • Figure 3: Usage frequency of beauty/grooming categories amongst Generation X, November 2018
                        • Tailored retail
                          • Figure 4: Retailers where beauty/grooming products are purchased, by generation, November 2018
                        • Speed is the objective
                          • Figure 5: Factors considered most important in a beauty/grooming product amongst Generation X, November 2018
                        • I know what I like
                          • Figure 6: Correspondence analysis for brand perceptions amongst Generation X, November 2018
                        • Difference of opinion
                          • Figure 7: Attitudes towards BPC amongst Generation X, November 2018
                        • What we think
                        • Issues and Insights

                          • Keep convenience in mind
                            • The facts
                              • The implications
                                • Separate from seniors
                                  • The facts
                                    • The implications
                                      • Rooted in familiarity
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • The future is now
                                              • Knocking on an open door
                                              • Market Drivers

                                                • Generation X are a fifth of the population
                                                  • Figure 8: Age structure of the UK population (projected), 2018
                                                • Appearance less important
                                                  • Figure 9: Importance of appearance, by generation and gender, September 2018
                                                • Little financial preparation
                                                  • Figure 10: Pension product ownership (net of all pension products), by generation, October 2017
                                                • Sandwich years
                                                  • The best of both worlds
                                                    • Figure 11: Trends in cutting down social media use (all v Generation X), April 2018
                                                  • Let’s talk about it
                                                    • Figure 12: Meg Mathews’ online menopause resources, December 2018
                                                  • Making campaigns ‘ageless’
                                                  • Companies and Brands – What You Need to Know

                                                    • Create your own
                                                      • Multi-dimensional
                                                      • Innovation and Marketing Activity

                                                        • Between prevention and treatment
                                                          • Figure 13: Shiseido Essential Energy Moisturising Cream, March 2018
                                                          • Figure 14: Sonoya Mizuno fronts Shiseido’s Essential Energy campaign, October 2018
                                                        • Make it yourself
                                                            • Figure 15: Enhance + Glow palette by B-Glowing Beauty, August 2018
                                                          • Campaign representation
                                                            • Figure 16: L’Oréal Paris and Prince’s Trust training programme campaign, February 2017
                                                            • Figure 17: #AgeWellRevolution campaign by Neal’s Yard Remedies, August 2018
                                                          • Anti-ageing takes on new forms
                                                            • Figure 18: UK beauty and personal care NPD with anti-ageing claims, 2015-18
                                                            • Figure 19: Multi-use colour cosmetic launches with anti-ageing claims, 2018
                                                        • The Consumer – What You Need to Know

                                                          • Moving forward
                                                            • Fast and focused
                                                              • Tailored retail
                                                                • Speed is the objective
                                                                  • I know what I like
                                                                    • Difference of opinion
                                                                    • Appearance and Ageing

                                                                      • From the neck down
                                                                        • Figure 20: Signs of ageing addressed (all vs Generation X), November 2018
                                                                        • Figure 21: Skincare launches specifically aimed at neck/décolleté, 2018
                                                                      • The trouble with greys
                                                                        • Figure 22: Signs of ageing addressed, by generation, November 2018
                                                                        • Figure 23: Semi-permanent/Temporary hair colourant launches, 2017-18
                                                                    • Product Usage

                                                                      • Focus on the functional
                                                                        • Figure 24: Any usage of beauty/grooming categories (all vs Generation X) (NET), November 2018
                                                                        • Figure 25: Usage frequency of beauty/grooming categories amongst Generation X, November 2018
                                                                        • Figure 26: Hair styling launches with time/speed or ease of use claims, 2017-18
                                                                      • Traditional routines
                                                                        • Figure 27: Usage frequency of selected beauty/grooming categories (all vs Generation X), November 2018
                                                                        • Figure 28: Men’s usage of selected beauty/grooming categories (all vs Generation X), November 2018
                                                                        • Figure 29: Repertoire of BPC categories used amongst Generation X, by gender, November 2018
                                                                    • Purchasing BPC Products

                                                                      • Retailers fuel dissatisfaction
                                                                        • Figure 30: Retailers where beauty/grooming products are purchased, by generation, November 2018
                                                                      • Capture spend now
                                                                        • Figure 31: Average monthly spend on beauty/grooming products, by generation, November 2018
                                                                        • Figure 32: Average monthly spend on beauty/grooming, by gender (all vs Generation X), November 2018
                                                                    • Product Features

                                                                      • What’s age got to do with it?
                                                                        • Figure 33: Factors considered most important in a beauty/grooming product amongst Generation X, November 2018
                                                                      • Taking it easy
                                                                        • Figure 34: Factors considered most important in a beauty/grooming product (any rank) (all vs Generation X), November 2018
                                                                        • Figure 35: Seoulista Beauty’s Rosy Hands Instant Manicure (Revive Express Beauty), 2018
                                                                      • Natural not a concern
                                                                      • Brand Perceptions

                                                                        • Trust in the traditional
                                                                          • Figure 36: Correspondence analysis for brand perceptions amongst Generation X, November 2018
                                                                        • Prestige feels unrelatable
                                                                          • Figure 37: Brand perceptions amongst Generation X, November 2018
                                                                          • Figure 38: #DPx Clinique FIT, January 2018
                                                                          • Figure 39: Clinique iD Hydrating Jelly Base + Active Cartridge Concentrate Lines & Wrinkles, December 2018
                                                                      • Generation X Attitudes towards BPC

                                                                        • Don’t let me be misunderstood
                                                                          • Figure 40: Attitudes towards BPC amongst Generation X, November 2018
                                                                        • In-store alienation
                                                                          • Stuck in the middle
                                                                            • Figure 41: Attitudes towards BPC (any agree), by generation, November 2018
                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                            • Abbreviations
                                                                              • Consumer research methodology
                                                                                • Correspondence map methodology

                                                                                The Generation X BPC Consumer - UK - February 2019

                                                                                US $2,552.20 (Excl.Tax)