The highest proportion of women buying face care products were aged between 35 and 49: 79% of women in this age bracket bought something in an average six-month period (down from 84% in 2009) compared to 73% of those aged under 25 (down from 80%) and 72% of women 65+ (down from 73%).
Olay was the most popular brand, with 14% of women buying at least one Olay face care product. Nivea wasn’t far behind: 12% of women bought a Nivea product, while 6% bought Avon and 6% bought Dove. These brand rankings have been consistent over the last five years.
While Olay tops the list for women aged 25+, those under 25 prefer Nivea face care products.
Face Care Purchase by Age Group
Source: Roy Morgan Single Source (Australia), June 2013 MAT, Women 14+ n=11,437
When asked which qualities were most important to them when purchasing skin-care products, ‘moisturising benefits’ was cited most often by women of all age groups except for those aged between 25 and 34, for whom ‘value for money’ was more important.
Angela Smith, Group Account Manager – Consumer Products, Roy Morgan Research, says:
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“Olay and Nivea have remained the most popular face-care brands for the last five years, followed by Avon and Dove. All brands, however, have experienced declines in the proportion of Australian women buying them.
“In a market where the same four brands have dominated sales for so long, face-care manufacturers obviously need more insight into their customers and changing consumer trends — including a gradual dip in overall purchases — in order to grow their share in this market.“
Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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