ASK THE EXPERT
JAMIE MILLS
BY MAE MAÑACAP-JOHNSON
Canadean—a market research and analysis provider of fast-moving
consumer goods (FMCG) markets, which include beverages, food, retail
and cosmetics—offers insights on the latest consumer behaviors and
demands in its Top Trends in Beauty and Grooming report.
ASSOCIATE ANALYST JAMIE MILLS gives a deeper analysis on key
trends shaping in the beauty industry, how men’s grooming routines have
evolved and what beauty innovations are trending across the globe.
Pulse: Can you provide information about how the study
was conducted?
Jamie Mills: The brief, Top Trends in Beauty & Grooming, was
published in February 2016. Canadean constantly monitors
developments in categories across the fast-moving consumer
goods landscape, as well as the evolving habits of consumers,
ingredients and flavor trends, and more. Our coverage spans
the past, present and future, to understand the realities of
today, and the opportunities of tomorrow—meaning you can
gain the early-mover advantages necessary for growth.
The analysis features insights from our primary research
inputs in the form of Canadean’s global consumer surveys.
This includes two of our most recent surveys. First is the
Canadean’s Q4 Global Survey 2015, conducted in December
2015 (with 27,185 respondents across 31 countries). The
other survey is the Canadean’s Q2 Global Survey 2015,
conducted in April/May 2015 (with 24,500 respondents
across 25 countries).
P: Are there glaring differences globally on consumer
behaviors toward beauty and grooming?
M: Behaviors in the beauty space vary greatly across regions
and this has had a profound impact on global approaches. One
region which has rapidly grown in prominence through influencing beauty innovations and trends globally is Asia. Asian
beauty regimens and requirements differ greatly from those
across the world, making them pioneers in new products,
functionality and applications.
South Korea and Japan, in particular, are among the strong
players that set the beauty standard globally. This is evident in the
explosion of “alphabet cream innovation” (i.e., BB creams) which
migrated from Asia to the West a few years ago but had already
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been very well-established in beauty regimens for Asian
consumers.
Similarly, this region continues to influence with trends such
as beauty oils and multi-step regimens, which are making significant inroads in global beauty routines, capitalizing on consumer
demands for more effective, novel solutions to achieve their
beauty goals.
P: The report noted that 71 percent of consumers globally
believe in the benefits of superfruits. Can you share some
similar key percentage data that highlight consumer
preferences on beauty ingredients found in their products?
M: Canadean’s research shows that over half (56 percent) of
consumers globally would choose fewer chemicals or processed
ingredients over more functionality when purchasing beauty
and grooming products. This is indicative of the growing
awareness and concerns over chemical and synthetic formulations. It also highlights how historical perceptions of naturally
formulated products being less effective are changing, with
trust in their efficacy growing.
According to Canadean’s Q2 global consumer survey 2015,
natural ingredients which consumers perceive to be effective in
beauty and grooming products include:
l Green tea – 74 percent of consumers globally believe it to
be effective.
l Coconut oil – 64 percent of consumers globally believe it to
be effective.
P: In terms of innovation, what are examples of
innovative approaches that are helping to change the
beauty and grooming space?
M: Linked to the key trends we’ve identified impacting the