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55+ buyers redefining Beauty in Europe
At a time when Europe is grappling with rising inflation rates and a cost of living that's increasing at its fastest pace in years, the beauty market presents an intriguing dichotomy. The 55+ age group has emerged as a linchpin for the beauty industry in Europe.
In markets such as Great Britain, France, Spain and Portugal, this demographic accounts for nearly half of all beauty sales. Their usage levels have seen a 2% increase compared to 2019, even as usage of products at a total female demographic level experienced a 7% decline. This is particularly noteworthy given the economic environment; as inflation rates remain high across the region, this older age group's willingness to spend on beauty products represents a form of resilience.
Fast frequencies
The 55+ demographic engages in 47 beauty occasions per week — 8 more than the average woman. On a population basis, this accounts for a staggering 80.6 billion beauty occasions every week across the European markets we measure. Such frequency becomes even more significant when you consider that many in this age group are on fixed pensions, or soon will be, which are not rising at the same speed as the cost of living.
It is clear the 55+ demographic is more engaged across each beauty category compared to younger women
Since 2021, Baby Boomer females — and we recognise there are regional differences in how to account for the Baby Boomer age group — have been steadily growing in their usage occasions. By contrast, the younger demographics have streamlined their routines. Amid a transition to work-from-home settings and more relaxed social environments, the act of "making an effort" in appearance has taken a back seat for younger individuals. Shaving less often and applying lighter makeup, for example, have cascading effects on related product categories — from face washes to aftershaves. Yet, this decline in usage offers emerging opportunities: a renewed focus on quality and multipurpose products that align with today's minimalist ethos.
It is clear the 55+ demographic is more engaged across each beauty category compared to younger women. They've shown a particular affinity for skincare products, with sales volumes up in Spain, France, and Great Britain even as inflation has led to price increases across the board. The natural next question will be whether the younger group’s lower engagement levels will increase as they age.
Action
We’re fortunate to be able to look at the critical relationship between usage and purchase, thanks to our unique panels capturing this information. And the data paints a vivid picture of profound engagement by the 55+ consumers set across a spectrum of beauty categories. Indeed, the sales illuminate their unwavering commitment to beauty, even in the face of rising retail prices.
Nuanced concerns
Understanding the intricacies of their concerns is paramount for brands aiming to fine-tune their offerings effectively. The data uncovers their unique focal points:
Facial Skin Needs: As they age, they become acutely aware of their facial skin's evolving needs. Interestingly, it's not the perennial concern of wrinkles that stands out, but rather age spots. Armed with this data-driven insight, brands can tailor their product development and marketing strategies to align with these precise concerns.
Haircare: While thinning hair is a prevalent concern among this group, what sets them apart is their reluctance to describe their hair as "damaged". This nuance emphasizes the pivotal role of effective communication tailored to generational nuances. It's not just about addressing needs; it's about framing benefits in a language they are familiar.
Preferred pathways
This demographic is composed of creatures of habit when it comes to shopping, often gravitating toward perfumeries and pharmacies. Their unwavering brand loyalty and steadfast shopping habits resonate clearly in the data.
Shopping Frequency: They embark on more frequent shopping trips. This regular engagement with beauty products represents a canvas of opportunities for brands to craft resonant narratives and experiences.
Brand Loyalty: Their affinity for specific brands may explain their reluctance to explore alternative shopping channels. Identifying emerging channels that strike a chord with this demographic will be instrumental in charting future growth.
Grounds for growth
The data doesn't just decode their current behaviours; it also reveals fertile grounds for future growth:
Tailored Messaging: Crafting bespoke messaging that aligns with their self-perception is crucial. Many in this age group feel considerably younger than their chronological age, and this perception informs their choices in beauty products.
Laggards with steady presence
Though they may not be the early adopters of the latest trend, they are the enablers who are willing to explore and try out new products if it suits their value and need.
Male 55+: As men in this group age, they chart a trajectory of heightened interest in personal care. The data illustrates that men are increasingly inclined towards personal care products, prompting brands to realign their strategies to resonate with this evolving demographic.
In Portugal, men, who have historically been more associated with hygiene categories, achieved record numbers in their budget allocation for beauty categories during 2023: the highest recorded in the last 5 years. Post-pandemic, men have recovered more quickly in terms of both the number of buyers and the intensity of purchases than women, and as they have replaced fewer manufacturer brands with private label, their spending on personal care has been less impacted than that of women. Without male shoppers, the personal care market in Portugal would not have grown in 2023.
In an era marked by economic challenges, the 55+ demographic in Europe stands out. Their beauty habits have not only weathered the economic storm but have thrived. Brands need to recognise this resilience and tailor both product development and marketing strategies accordingly. The key lies in understanding how this age group, even in the face of economic hardships, continues to value and invest in beauty products.
Each year, Kantar Worldpanel ranks brands based on their consumer reach. This is the latest in Beauty, a global top 10.
