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New Insights Into Under-Targeted Age Groups In Health And Beauty

Tweens and Early Teens are sophisticated consumers who have grown up in an environment where they are increasingly targeted by marketers; these consumers want adult-like brands and products, but parents are still actively involved in their children's consumption choices and will prevent consumption of brands or products they feel are not age appropriate.

Male grooming is an important growth market and is also one that isn't limited to Young Adults, but is important for Mid-Lifers as well. Older men's use of Health and Beauty products needs encouraging, more so than Young Adults who have grown up in an environment where specific "for men" brands and products are widely available. Mid-Life males use the fewest Health and Beauty products by overall volume of any age group, but are increasingly concerned about their appearance and some could be encouraged to use a greater range of Health and Beauty products more regularly.

Key Highlights

Brazil and India will present key opportunities for marketers, with rapid population growth driving rapid value growth. Meanwhile, consumers in China and Russia will be trading up as both these markets will record double digit value CAGRs during 2011-2016, despite limited population growth, negative even in the case of Russia. Marketers need to consider how they are going to transition consumers in China and Russia from value products to mid-tier and premium products.

While the anti-aging concept is established in Skincare, opportunities exist to extend this to other markets; for instance, over-exposure to the sun is proven to prematurely age skin, so make-up brands such as Almay are responding by including SPF protection in their foundations. Furthermore, Suncare products are beginning to include ingredients associated with anti-aging Skincare products; however, the extension of the anti-aging concept to Health and Beauty products that aren't applied to the skin is more complex.

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