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UK Consumers keep personal care spend to a minimum

London, 16 October 2012

  • The majority of consumers spend less than £10 a month on personal grooming products
  • Young adults (25-34 year olds) are more likely to spend over £10 a month on personal grooming products

A study conducted by market experts at Canadean Consumer has revealed that the majority of consumers spend less than £10 a month on different personal grooming products. The research which covered 2,000 UK respondents also revealed that young adults (25-34 year olds) more than any other age group are more willing to spend over £10 a month on different personal grooming products.

The research showed that on average, 82% of UK consumers spend less than £10 a month on each of the following personal grooming products: hair care, skin care, nail care, perfume and dental care. Skin care is the product category where people are most likely to spend over £10 a month on products, with 26% saying they do so. Among the age groups, young adults (25-34 year olds) are more willing to spend a little more on personal grooming products, with an average of 34% saying they spend over £10 a month per category. In comparison, only 9% of those aged 55 and over said they do so.

Despite the importance of image and personal appearance in the UK, the survey shows that most people are not spending excessively in these areas. According to Nancy Sharra, a research analyst at Canadean Consumer, “despite much attention being given to consumers feeling more conscious about their personal appearance than ever before, associating physical beauty with having better opportunities in life, this is not necessarily reflected in their personal care buying regimes.”

Those aged 25-34 years old are more likely to spend over £10 a month on personal grooming products, most notably on skin care products where 44% spend more, and on dental care products where 38% say they spend over £10 a month. Sharra believes “this age group is likely to be at a stage where personal and social image around friends and in the workplace is very important”.

Sharra concludes: “However, while 25-34 year olds are more willing to dig a little deeper into their pockets to look and feel good, average levels of spend on personal care products still only equates to a fraction of average household income levels. Despite younger adults tending to be more image conscious, the findings show that they do not necessarily feel the need to buy expensive beauty products on a regular basis to get their desired look.”

Figure 1: How much do you spend on skin care products a month? (% UK respondents, by age and gender) 2012

How much do you spend on skin care products a month? (% UK respondents, by age and gender) 2012

Source: Canadean © Canadean

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