2023-12-14-Kantar-面值-美容洞察的全球基础（英）_32页_6mb

报告摘要

Summary of Global Beauty Market Insights

Overall View

Kantar's report analyzes global beauty consumer behavior, focusing on trends and demographics. It emphasizes the need to understand both purchase and usage patterns across different markets and generations.

Europe: The Resilient 55+ Demographic

Despite economic pressures like inflation, the 55+ demographic in Europe remains highly engaged in beauty products. They experience lower inflation resistance compared to younger demographics and maintain strong usage levels, particularly relevant in countries like Great Britain, France, Spain, and Portugal.

Gen Z in the US: Influence and Trends

Gen Z, aged 13-24, is a significant demographic driven by word-of-mouth and authenticity. They influence beauty choices through recommendations (43.1%) and show strong interest in environmental consciousness (47% avoid harmful products). While not having traditional purchasing power, Gen Z has discretionary income, leading them to spend 66% more on beauty than the average US woman.

Asia: Diversity and Growth

Asia presents varied beauty landscapes. Southeast Asia sees Gen Z as trendsetters with higher spending in e-commerce and physical stores. There's growing focus on sun protection and natural/natural products, especially post-pandemic. India's new Cosmetic Panel monitors evolving consumer behaviors (e-commerce, product penetration). North Asia (China, Japan, South Korea) shows mature buyers favouring effective quality products, with strong e-commerce adoption and Gen X actively engaging.

Latin America: Spending Power and Nuance

Brazil leads Latin American beauty consumption, particularly among the 35-49 age group (spending 26% YoY). Usage patterns vary significantly by country (e.g., Brazil: deodorants/washes; Colombia: fragrances/hair). Men, particularly 35-44s, are relatively less engaged with personal care but still contribute. Channels vary too, requiring localized understanding.

Concluding Thoughts

Latin America's beauty market is complex, with high sales figures but varying usage by age. Understanding local nuances, product effectiveness, generation-specific needs (like Gen Z priorities vs. older demographics) is crucial. Focusing solely on spending overlooks important dynamics like the link between usage and purchase.

Food for Thought

The report positions brands to grow by understanding generational, regional, and even gender-based nuances in beauty purchase and usage habits globally.