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The Italian Skincare Market: What Consumers Use and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Skincare

No. of Pages : 85 Pages


Product Synopsis

This report provides the results for the Skincare market in Italy from Canadeans unique, highly detailed study of consumers Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Skincare market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Skincare market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 20082009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Body Care, Depilatories, Facial Care, Hand Care and Make-up Remover are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?

Consumers uptake of products and the influence of consumer trends are fundamental causes of change in markets making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

  • Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Body Care, Depilatories, Facial Care, Hand Care, and Make-up Remover.
  • Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
  • Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
  • Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • While overall consumption of Hand Care products declines between Early Young Adults and Older Young Adults, the proportion of Heavy and Medium frequency consumers increases. Suppliers targeting this age group should therefore aim to prevent the large number of users transitioning from Light consumption to no consumption.
  • The Skincare market in Italy is dominated by the Facial Care and Body Care categories, which together constitute 87% of the market by value. Body Care, the second-largest market, is almost four times as large as the third-largest market, Depilatories.
  • Women account for 52% of the Italian population and 65% of the Skincare market. The consumption of Skincare products has traditionally been dominated by women, though this market share is expected to decrease as men are increasingly spending more on their grooming routines, including in product categories such as Facial Care and Hand Care.

Key Highlights

  • Changing age structures is the most important trend driving consumers choices of Skincare products in Italy. The country\'s population is getting older as a result of growing life expectancy and declining birth rates. The Skincare market should benefit from this as aging is one of the key factors driving consumption.
  • Private label penetration is low across the Skincare market in Italy. Penetration is highest at 7% in the Make-up Remover category. This indicates that retailers will need to invest heavily in their Skincare private label programs if they wish to enjoy a significant market share.
  • Distribution of Skincare products in Italy is heavily fragmented, with the leading market share of 11% equaled by three retailers. This weakens retailers bargaining power with their suppliers.
Table of Content

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)

2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data

3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Skincare Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Body Care
3.2.2 Depilatories
3.2.3 Facial Care
3.2.4 Hand Care
3.2.5 Make-up Remover
3.3 Behavioral Trends and Market Value
3.3.1 Body Care
3.3.2 Depilatories
3.3.3 Facial Care
3.3.4 Hand Care
3.3.5 Make-up Remover

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Body Care
4.1.2 Depilatories
4.1.3 Facial Care
4.1.4 Hand Care
4.1.5 Make-up Remover
4.2 Consumer Profiles by Product Category
4.2.1 Body Care
4.2.2 Depilatories
4.2.3 Facial Care
4.2.4 Hand Care
4.2.5 Make-up Remover

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Skincare Brand Choice and Private Label Consumer Penetration
5.2.1 Body Care
5.2.2 Depilatories
5.2.3 Facial Care
5.2.4 Hand Care
5.2.5 Make-up Remover

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Skincare
6.1.2 Body Care
6.1.3 Depilatories
6.1.4 Facial Care
6.1.5 Hand Care
6.1.6 Make-up Remover

7 Consumption Impact: Market Valuation
7.1 Skincare Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Skincare Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Skincare Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category

8 Retailer Choice and Category Share
8.1 Retailer Volume Share by Category
8.1.1 Retail Share by Volume - Body Care
8.1.2 Retail Share by Volume - Depilatories
8.1.3 Retail Share by Volume - Facial Care
8.1.4 Retail Share by Volume - Hand Care
8.1.5 Retail Share by Volume - Make-up Remover
8.2 Profiles of End-Consumers of Skincare, by Retailer Used
8.2.1 Auchan
8.2.2 Bennet SpA
8.2.3 Carrefour
8.2.4 Conad
8.2.5 Coop Italia
8.2.6 Despar Servizi
8.2.7 Esselunga
8.2.8 Eurospin
8.2.9 Interdis
8.2.10 PAM
8.2.11 Rewe Group
8.2.12 Schwarz Group
8.2.13 Selex
8.2.14 Sisa
8.2.15 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table


Table 1: Volume Units for the Skincare Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Italy Survey Respondent profile (weighted), 2012
Table 4: Italy Skincare Value Share (%), by Age Groups, 2012
Table 5: Italy Skincare Value Share (%), by Gender, 2012
Table 6: Italy Skincare Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Italy Skincare Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Italy Skincare Value Share (%) by Wealth Groups, 2012
Table 9: Italy Skincare Value Share (%) by Busy Lives Groups, 2012
Table 10: Italy Body Care Consumer Group Share (% market value), 2012
Table 11: Italy Depilatories Consumer Group Share (% market value), 2012
Table 12: Italy Facial Care Consumer Group Share (% market value), 2012
Table 13: Italy Hand Care Consumer Group Share (% market value), 2012
Table 14: Italy Make-up Remover Consumer Group Share (% market value), 2012
Table 15: Italy Total Body Care Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Italy Total Depilatories Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Italy Total Facial Care Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Italy Total Hand Care Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Italy Total Make-up Remover Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Italy Body Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Italy Body Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Italy Depilatories Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Italy Depilatories Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Italy Facial Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Italy Facial Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Italy Hand Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Italy Hand Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Italy Make-up Remover Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Italy Make-up Remover Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Italy Body Care Consumer Profiles (% consumers by sub-group), 2012
Table 31: Italy Depilatories Consumer Profiles (% consumers by sub-group), 2012
Table 32: Italy Facial Care Consumer Profiles (% consumers by sub-group), 2012
Table 33: Italy Hand Care Consumer Profiles (% consumers by sub-group), 2012
Table 34: Italy Make-up Remover Consumer Profiles (% consumers by sub-group), 2012
Table 35: Italy Skincare Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 36: Italy Body Care Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: Italy Depilatories Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: Italy Facial Care Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: Italy Hand Care Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: Italy Make-up Remover Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 41: Italy Skincare: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: Italy Body Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: Italy Depilatories: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: Italy Facial Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: Italy Hand Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: Italy Make-up Remover: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: Italy Skincare Market Value (Euro million), by Category, 2012
Table 48: Italy Skincare Market Value (US$ million), by Category, 2012
Table 49: Italy Skincare Market Volume by Category, 2012
Table 50: Italy Skincare Market Value (US$ million), by Category, 2012
Table 51: Italy Skincare Expenditure Per Capita (Euro), by Category, 2012
Table 52: Italy Skincare Expenditure Per Capita (US$), by Category, 2012
Table 53: Italy Skincare Expenditure Per Household (Euro), by Category
Table 54: Italy Skincare Expenditure Per Household (US$), by Category
Table 55: Italy Skincare Market Volume (Ltrs m) by Category, 2012
Table 56: Italy Skincare Consumption Per Capita (Ltrs) by Category, 2012
Table 57: Italy Skincare Consumption Per Household (Ltrs) by Category, 2012
Table 58: Italy Body Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 59: Italy Depilatories Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 60: Italy Facial Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 61: Italy Hand Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 62: Italy Make-up Remover Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 63: Italy: Profile of Skincare Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 64: Italy: Profile of Skincare Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2012
Table 65: Italy: Profile of Skincare Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 66: Italy: Profile of Skincare Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2012
Table 67: Italy: Profile of Skincare Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2012
Table 68: Italy: Profile of Skincare Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2012
Table 69: Italy: Profile of Skincare Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2012
Table 70: Italy: Profile of Skincare Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2012
Table 71: Italy: Profile of Skincare Consumers Whose Goods Mainly Come From Interdis (% by Subgroup, as tracked by the Survey), 2012
Table 72: Italy: Profile of Skincare Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2012
Table 73: Italy: Profile of Skincare Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2012
Table 74: Italy: Profile of Skincare Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2012
Table 75: Italy: Profile of Skincare Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2012
Table 76: Italy: Profile of Skincare Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2012
Table 77: Italy: Profile of Skincare Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Chart


Figure 1: Consumer Trends Report Methodology
Figure 2: Italy Skincare Value Share (%), by Age Groups, 2012
Figure 3: Italy Skincare Value Share (%), by Gender, 2012
Figure 4: Italy Skincare Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Italy Skincare Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Italy Skincare Value Share (%) by Wealth Groups, 2012
Figure 7: Italy Skincare Value Share (%) by Busy Lives Groups, 2012
Figure 8: Italy Body Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Italy Body Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Italy Depilatories Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Italy Depilatories Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Italy Facial Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Italy Facial Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Italy Hand Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Italy Hand Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Italy Make-up Remover Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Italy Make-up Remover Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Italy Skincare Market Value (US$ million), by Category, 2012
Figure 19: Italy Skincare Expenditure Per Capita (US$), by Category, 2012
Figure 20: Italy Skincare Expenditure Per Household (US$), by Category
Figure 21: Italy Body Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 22: Italy Depilatories Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 23: Italy Facial Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 24: Italy Hand Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 25: Italy Make-up Remover Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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