This is the prediction according to market research group Mintel, which stated that results-driven products will answer the need by consumers for products that perform, in the coming year.
The market analysts predict that this is a continuing personal care trend, and is one particularly seen in skin care, at a variety of price points.
Beauty enhancing product claims
Of all the beauty enhancing products Mintel surveyed between November 2009 and November 2010, 35,547 claimed to be moisturizing or hydrating.
Skin brightening was claimed for 22,006 products, 14,482 claimed to be long-lasting, whilst 7,262 boasted anti-aging attributes.
Interestingly in a survey carried out by Mintel regarding the efficiency of anti-aging skin care products, 31 percent of US women, and 21 percent of UK and German women admitted they weren’t sure of how well these products work, but continued to use them just in case.
Elsewhere in Europe, 19 percent of women in Spain, 17 percent in France, and 13 percent in Italy all admitted to the above.
Simplicity for older consumers
However, in the same report, Mintel also suggests that as consumers’ age, they no longer believe the hype that personal care products offer.
According to Mintel’s statistics, over one third of the population in North America and Europe is aged over 45, and older consumers, especially baby boomers (aged 45-63), will continue to look for products tailored to their needs, in 2011.
As consumers age they are increasingly more likely to cease believing the claims that personal care products make, which Mintel cites as an opportunity for brands to offer simple, proven solutions instead.
The Consumer Packaged Goods report analyzed US consumer attitudes regarding looking younger and found that 22 percent of baby boomers had found cosmetics or medications that made them look or feel younger, but 35 percent said they no longer believe these product claims to be true, as they once did.
The pre baby boomer (64+) category saw 16 percent admitting to have found anti-aging products, although a larger 50 percent share stated they used to believe but had since realized otherwise.
Post baby boomer (18-44) results showed the same number of people that had found effective products (25 percent) to those that used to believe the hype but now do not (25 percent).