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Introduction
The ageing of populations is the most important demographic trend occurring in
the personal care industry in the US and Europe. Today's older consumer knows
that feeling good and looking good are intrinsically linked. Defying the effects
of ageing means that demand for formulated appearance-enhancing products is
increasing, especially the most innovative and effective anti-ageing cosmetics.
Scope
Comprehensive data highlighting the number and growth of personal care occasions
accounted for by the Senior lifestage, by age, gender and country
In-depth insight into Seniors' attitudes and behaviors regarding beauty and
personal appearance
Exhaustive review of best practice NPD and Senior focused personal care
marketing campaigns from around the world
Detailed Action Points pinpointing how to devise effective marketing concepts
that will appeal to Senior consumers in Europe and the US
Highlights
Key physiological changes occur around the Senior lifestage. For example, lower
oestrogen causes dermatologic changes in post-menopausal women associated with
dryness, atrophy, and fine wrinkling. Tapping into the needs of these consumers
is important, especially helping them to overcome their diminishing perceptions
of self-beauty.
Due to their growing demographic weighting and desire to counter the physical
effects of ageing, Seniors are important personal care buyers, both in volume
and value terms. Consumers aged 45-plus account for 42% of the skincare, make-up,
personal & oral hygiene, fragrances and haircare consumption value in the US and
Europe.
In Europe the number of 50-plus year old consumers is forecast to increase from
125.9 million in 1999 to 142.3 million in 2009. Corresponding data for the US
shows an increase from 75.5 million in 1999 to 96.2 million in 2009. The
percentage of the population aged 50 and over will exceed 30% in all featured
countries by 2009.
Reasons to Purchase
Grow your market by recognizing Seniors' physical needs with regard to grooming,
and emotive attitudes and needs with regard to beauty
Maximise financial returns by effectively targeting the fastest growing
demographic segment in Europe
Access unique data highlighting the consumption (volume and value) accounted for
by older consumers in key personal care markets and categories
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