Consumer Trends in the Make-up Market in India, 2011

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Consumer Trends in the Make-up Market in India, 2011

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Synopsis

This report provides the results for the Make-up market in India from Canadean's unique, highly detailed and proprietary survey 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 and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?

Marketers in the Make-up market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Make-up 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 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. Eye, face, lip and nail make-up 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 data in this report examines over 20 consumer trends that affect the market and examine the share of sales across over 26 consumer groups – providing 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.

Scope

Detailed category coverage is provided, covering Eye Make-up, Face Make-up, Lip Make-up and Nail Make-up.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the "size of the prize" when targeting these consumer trends in each category covered.

Key Highlights

Private label penetration low

Make-up manufacturers in India are usually global companies with well established brands in both domestic and international markets. As such, private label brands have an insignificant market share, amounting to less than a 5% penetration rate across all categories in the Indian make-up market.

Eye make-up products have the largest market share in value termsEye Make-up is the largest category in the Indian market, followed by Nail and Face Make-up. Lip Make-up is the smallest category in the market, accounting for approximately 5% of sales.

Changing age-structures and lifestyles are the key drivers in the Indian make-up market

Consumer survey results indicate that Changing age structures and Changing Lifestyles are the key factors influencing consumers purchasing decisions with regards to make-up products in India. India's young population and growing urbanization will shape the market in the coming years.

Table of Contents1 Introduction1.1 What is this Report About?1.2 Definitions1.2.1 Consumer Trends1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)1.2.3 End Consumers1.2.4 Volume Units and Aggregations1.2.5 Exchange Rates1.2.6 Population Profiles (for interpretation of tables and charts)1.3 Methodology1.3.1 Introduction1.3.2 Large scale, international, program of online consumer surveys1.3.3 Nationally Representative results (age, gender)1.3.4 Parents answered on their children's behalf1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories1.3.6 Integrated with industry calling and secondary research2 Consumer Segmentation, Group Value and Trend Influence2.1 Cohort Groups and Make-up Market Value2.1.1 Age Groups2.1.2 Gender Groups2.1.3 Location Groups2.1.4 Education Achieved Groups2.1.5 Wealth Groups2.1.6 Busy Lives Groups2.2 Cohort Groups and Market Value by Category2.2.1 Eye Make-up2.2.2 Face Make-up2.2.3 Lip Make-up2.2.4 Nail Make-up2.3 Behavioral Trends and Market Value2.3.1 Eye Make-up2.3.2 Face Make-up2.3.3 Lip Make-up2.3.4 Nail Make-up3 Consumption Analysis3.1 Consumption Frequencies by Age and Gender3.2 Consumer Profiles by Product Category3.2.1 Eye Make-up3.2.2 Face Make-up3.2.3 Lip Make-up3.2.4 Nail Make-up4 Brand vs. Private Label Choices4.1 Brand vs. Private Label Volume Share4.1.1 By Category4.2 Make-up Brand Choice and Private Label Shares4.2.1 Eye Make-up4.2.2 Face Make-up4.2.3 Lip Make-up4.2.4 Nail Make-up5 The Share of Consumers Influenced by Trends5.1 Trend Drivers of Consumers' Product Choices5.1.1 Overall Make-up5.1.2 Eye Make-up5.1.3 Face Make-up5.1.4 Lip Make-up5.1.5 Nail Make-up6 Consumption Impact: Market Valuation6.1 Make-up Value Impact of Consumer Consumption Behavior6.1.1 Market Value by Category6.1.2 Market Volume by Category6.2 Make-up Value Analysis by Category6.2.1 Share by Category6.2.2 Expenditure per Capita by Category6.2.3 Expenditure per Household by Category6.3 Make-up Volume Impact of Consumer Behavior Trends6.3.1 Share by Category6.3.2 Consumption per Capita by Category6.3.3 Consumption per Household by Category7 Appendix7.1 About Canadean7.2 DisclaimerList of TablesTable 1: Volume Units for the Make-up MarketTable 2: Foreign Exchange Rate – INR Vs. US$, 2011Table 3: India Survey Respondent Profile (weighted), 2011Table 4: India Make-up Value Share (%), by Age Groups, 2011Table 5: India Make-up Value Share (%), by Gender, 2011Table 6: India Make-up Value Share (%), by Urban and Rural Dwellers, 2011Table 7: India Make-up Value Share (%) by Education Level Achieved Groups, 2011Table 8: India Make-up Value Share (%) by Wealth Groups, 2011Table 9: India Make-up Value Share (%) by Busy Lives Groups, 2011Table 10: India Eye Make-up Consumer Group Share (% market value), 2011Table 11: India Face Make-up Consumer Group Share (% market value), 2011Table 12: India Lip Make-up Consumer Group Share (% market value), 2011Table 13: India Nail Make-up Consumer Group Share (% market value), 2011Table 14: India Total Eye Make-up Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011Table 15: India Total Face Make-up Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011Table 16: India Total Lip Make-up Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011Table 17: India Total Nail Make-up Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011Table 18: India Eye Make-up Consumer Profiles (% consumers by sub-group), 2011Table 19: India Face Make-up Consumer Profiles (% consumers by sub-group), 2011Table 20: India Lip Make-up Consumer Profiles (% consumers by sub-group), 2011Table 21: India Nail Make-up Consumer Profiles (% consumers by sub-group), 2011Table 22: India Make-up Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011Table 23: India Eye Make-up Survey-tracked Brand Shares by Volume (% Vol), 2011Table 24: India Face Make-up Survey-tracked Brand Shares by Volume (% Vol), 2011Table 25: India Lip Make-up Survey-tracked Brand Shares by Volume (% Vol), 2011Table 26: India Nail Make-up Survey-tracked Brand Shares by Volume (% Vol), 2011Table 27: India, Overall Make-up: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 28: India, Eye Make-up: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 29: India, Face Make-up: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 30: India, Lip Make-up: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 31: India, Nail Make-up: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011Table 32: India Make-up Market Value (Indian Rupee million), by Category, 2011Table 33: India Make-up Market Value (US$ million), by Category, 2011Table 34: India Make-up Market Volume (Kg m or Ltrs m), by Category, 2011Table 35: India Make-up Market Share (US$ million), by Category, 2011Table 36: India Make-up Expenditure Per Capita (Indian Rupee), by Category, 2011Table 37: India Make-up Expenditure Per Capita (US$), by Category, 2011Table 38: India Make-up Expenditure Per Household (Indian Rupee), by CategoryTable 39: India Make-up Expenditure Per Household (US$), by CategoryTable 40: India Make-up Market Volume Share (Kg m or Ltrs m), by Category, 2011Table 41: India Make-up Consumption Per Capita, by Category, 2011Table 42: India Make-up Consumption Per Household, by Category, 2011List of FiguresFigure 1: Consumer Panel Report MethodologyFigure 2: India Make-up Value Share (%), by Age Groups, 2011Figure 3: India Make-up Value Share (%), by Gender, 2011Figure 4: India Make-up Value Share (%), by Urban and Rural Dwellers, 2011Figure 5: India Make-up Value Share (%) by Education Level Achieved Groups, 2011Figure 6: India Make-up Value Share (%) by Wealth Groups, 2011Figure 7: India Make-up Value Share (%) by Busy Lives Groups, 2011Figure 8: India Make-up Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011Figure 9: India Make-up Market Share (US$ million), by Category, 2011Figure 10: India Make-up Expenditure Per Capita (US$), by Category, 2011Figure 11: India Make-up Expenditure Per Household (US$), by Category

To order this report:Make-Up Industry: Consumer Trends in the Make-up Market in India, 2011

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