May 2017 - Evonik Industries › product › personal-care › download… · SOCIAL MEDIA •...
Transcript of May 2017 - Evonik Industries › product › personal-care › download… · SOCIAL MEDIA •...
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May 2017
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Global Mega Trends @ Evonik Personal CareWhat are social trends?
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And why are trends important?
- Trends are durable sociological evolutions that concern a
large group of individuals and that are related to even
more profound historical movement of the society
- Trends are transversal, i.e. they express themselves in
several areas of life at once and their expressions/
manifestations change over time as the trend evolves
- They define what is both socially desirable and personally
relevant to individuals
- Trends are the visible face of change. Observed correctly
they are an invaluable help for developing the most
relevant concepts for the future
- We cannot fully understand people`s behavior without
understanding the influential trends behind them
At Evonik Personal Care - we merge social trends with
market intelligence and scientific know-how
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Where did we get the trends from?
GLOBAL TRENDS
EXPERT TEAM
International qualitative
analysis by an expert
global trends team
SOCIAL MEDIA
• Social Media Listening
• Crowd Storming
BEAUTY CARE EXPERT
KNOW-HOW
• Fairs, Trade Shows
• Cooperation with
dermatologists/ consultants
POP CULTURE
• Trend Scouting
TREND MONITORING
TOOLS
• Trend databases
• Specialist literature
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Future developments that will lead to new needs in beauty care
MEGA TRENDS
CONSUMER TRENDS
Mega Trends
• are influential social adjustments that accompany
major changes in society
• last between 5-20 years
Consumer Trends
• emanate from mega trends and trickle down in our
consumer culture
• exist for approx. 5 years
• hold immediate implications for consumer marketing
Technology is
everywherePopulations are
ageing
Awareness
is growing
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Active LifestyleRoute map
1. Key drivers
2. Market Movements &
Opportunities
3. Inspiring Formulations &
Ingredients from Evonik Personal
Care
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Key takeaways
Influenced by the rise of wellness culture, increasing
numbers of global consumers are adopting an active
lifestyle.
The key aims are living longer, finding direction, and
making progress, rather than reaching unattainable
perfection. Nutrition is just as important as exercise and
fitting beauty care is on the rise.
Running and cycling are extremely popular, being easy to
pick up, providing meditative time alone, and appealing to
one’s competitive nature.
Sport and beauty are joining forces for collaborations that
combine health and fitness with cosmetics. Evonik
Personal Care offers a selection of inspiring formulation
ideas targeting this trend.
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Key beauty drivers for an active lifestyle
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Inside/ Outside Health
• Beauty from within
• Peace-of-mind purchases
Body Culture
• 24/7 Beauty
• Reshape
Digital Wellness
• Digital Influencers
• Health/ Sport Tech
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37% of UK adults put “exercising more” as their 2nd top personal goal in 2014
48% of all
Americans participated in at least
one outdoor activity in
2015*
An active global movement which continues to grow
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56% of all
Chinese consumerssay that they would like to
improve their skin through
good physical fitness**
34% of Germans claim to have exercised more in 2014 than 2013
Source: *The outdoor foundation I **Mintel
$3.7 trillion: global wellness market (Global Wellness Institute)
~$1 billion: beauty and anti-aging portion of the wellness market (Global Wellness Institute)
66% of consumers are willing to pay extra for products and services that come from companies that are committed to positive
social and environmental impact
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The active lifestyles consumer target group offers market potential covering all generations
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Source: The Physical Activity Council’s annual study tracking sports, fitness, and recreation participation in the US (2015)
Boomers1945 - 1960
Gen X1961 - 1980
Millennials1981 - 1995
Gen Z After 1995
37% 48%
49% 80%
were involved in high
calorie burning exercisesparticipated at least once a
week in a fitness activity/sport
were involved in high
calorie burning activitiesof Gen Z were active
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Consumers' interest in beauty products for active lifestyle
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Source: Lightspeed/Mintel; Ipsos Observer; QQ Survey
Base: 2000 UK internet users aged 16+; 2000 Italian and Spanish internet users aged 16+; 950 US female internet users aged 18+ who use colour cosmetics; 3000 Chinese internet users aged 20-49
of Italian consumers would
be interested in using
bodycare products designed
for specific exercises
of Spanish consumers would
be interested in products that
help their hair stay in
condition during and after
exercise
46% 49%
HAIR CONDITIONMATCHING BODYCARE TO
EXERCISE
of US women who use color
cosmetics are frustrated by
products that don't last, while
35% are frustrated by
smudges
39%
SEEKING MAKE-UP THAT
LASTS
of Chinese consumers say
regular exercise is important
for healthy lifestyles
60%
REGULAR EXERCISE
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Main consumer beauty challenges for active lifestyle products
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Sweat
Malodor
Extra Moisture/
Care
Indoor Outdoor
CH
AL
LE
NG
ES
NE
ED
S
Sweat ControlConvenience Protection against
malodor
Selfie readyHygiene
UV-Light
Temperatures
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Inspiring Formulations & Ingredients from Evonik Personal Care
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Prepare | Dry and light deo stick (ACH free)FU 07/10-31
Selfie-ready | Exercise proof foundationCHN CT041/0027
Refresh | Refreshing power wipeRY 5814/092
Recharge | All-in-1 recharge for SPORTRY 5830-098
Revitalize | After sun energizing & nourishing spraySAC 6053-86
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