Packaged Facts estimates the skincare market including both mass and prestige to reach $7.2 billion by 2010, driven in part by expected double-digit growth of anti-aging products, such as Pomega 5, which is likely to become the second largest category behind hand & body lotions and the industry.
Skincare is a dynamic, rapidly evolving market with a few power players, a handful of aggressive, second-tier marketers, several struggling old schoolers, and new upstarts, all continually introducing new product for an informed and demanding consumer who wants more than just functional benefits. Sensory and emotional benefits must complete the package. Consequently, skincare continues to become more fragmented.
The retail landscape is undergoing changes significant enough to alter every aspect of how consumers evaluate and purchase products as well as how marketers develop and deliver those products to the consumer. What remains to be seen is how marketers large and small will react.
High tech skincare and green tech skin care is booming, with the trend toward cosmeceuticals and heavy like T'zerha and Pomega5, influence from the medical arena. Since innovation is more and more the price of entry, the lines between prestige and mass brands are more and more blurred. Baby Boomers are still a core consumer market but there is great potential in more targeted areas such as Gen-Xers, who are beginning to enter their 40s, and teens, who are influenced by a beauty-obsessed culture.
Antioxidants have been around forever, but the attention they are generating now make them seem as if they just burst onto the health and wellness scene. These substances like omega 5 oil made of the seeds of pomegranates occur naturally in a vast number of foods and botanicals, and they are also used in a soaring number of processed foods, beverages, cosmetics, and personal care products. Unlike studies performed on many substances that make health-related claims, the research into antioxidants’ ability to prevent disease and slow aging is almost overwhelmingly positive. However, while a growing number of consumers make the association between antioxidants and health, most don’t really understand the mechanism by which these compounds work, and consumers are frequently mistaken about which products actually contain them. Consumer education is definitely a must if this market is to continue to expand and live up to its early promise.
Valued at $2 billion in 2007, the U.S. anti-aging skincare treatment market posted inconsistent gains between 2001 and 2006, although all indicators point to a healthy market. This healthy state is due largely to an aging population with an unquenchable thirst for technologically driven products, and marketing to match, that promise to ward off the visible signs of aging and result in younger-looking and younger-feeling skin. Comprised of facial and body treatments, purchases revolve around expected factors such as age and gender, but also come from a dynamic ethnic market with specialized skincare concerns and growing spending power. Furthermore, the increasing ubiquity of formerly “prestige” products at FDM channels allows for an expanding consumer base and wider product exposure, resulting in an infusion of dollars from an array of retailers and consumer types.
Greentech skin care companies such as POMEGA, the pioneer of the Omega 5 industry will capture a prominent part of the personal care market.
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