Canadeanhttp://www.canadean.com2014-12-18T16:34:20umbracoLatest information from Canadean.enBlack Friday: 30% of UK consumers believe it's a good idea, 18 Dec 2014 00:00:00 GMT the aftermath of the Black Friday sales, widespread criticism about the erratic shopping behaviour of consumers on the hunt for ‘killer-bargains’ emerged. However, a new Canadean survey finds that UK shoppers have a less negative view on Black Friday than one might think. 

The survey of 2,000 UK adults shows that while 48% of consumers say that UK shops introducing Black Friday sales is a bad idea, 30% say it is a good idea and a further 22% are not sure. According to Canadean, this indicates that the negative attitudes displayed in the media towards Black Friday sales do not fully mirror consumer sentiment.

Good way to get a bargain for financially strained families

Almost a third (30%) of UK consumers believe that Black Fridays are a good idea, with the main reasons being “it’s a good way to get a bargain” (65%) and “it helps people with a limited budget buy things they might not normally be able to afford” (51%). A positive attitude towards Black Friday is most likely to be found among those aged between 18 and 24 (49%). Veronika Zhupanova, analyst at Canadean, says: “It has to be remembered that many families are struggling with their budget, making Black Fridays the best way to purchase Christmas presents and home appliances at an affordable price – despite the stigma attached to them.”

55+ consumers worry about eroding Christmas values

Negative attitudes towards Black Friday sales are highest among older consumers aged over 55, with 59% thinking they are a bad idea. Zhupanova adds: “Older consumers feel that Black Fridays erode the traditional values of Christmas. They also tend to be more concerned about moral values than physical discounts.” When asked why they have a negative attitude towards those sales, for most consumers the primary reasons are “it brings out the worst in people” (72%) and that “people get hurt” (51%).

Girls Fighting Over Top

Older consumers worry that Black Friday sales bring out the worst in people, but the younger generation thinks they area good way to snap up a bargain. 



All numbers used in this text are based on a Canadean survey of 2,000 UK based adults, conducted in December 2014. 

Please get in contact if you have any questions to this or other Canadean surveys. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email

Jam, honey and chocolate spreads stick well with UK consumers,-honey-and-chocolate-spreads-stick-well-with-uk-consumers/Wed, 17 Dec 2014 00:00:00 GMT,-honey-and-chocolate-spreads-stick-well-with-uk-consumers/The UK syrups and spreads market is dominated by jam and honey spreads. However, chocolate spreads are expected to gather pace, growing by 35% up to 2018, finds new report from Canadean.

Honey sales will reach close to a quarter of a billion dollars by 2018 

Over the coming years, the syrups and spreads market is expected to grow by 22.5% in the UK, reaching $960 million by 2018. Almost half of this growth is due to good sales in jam and honey. Safwan Kotwal, analyst at Canadean, says: “Consumers across all age groups use jam and honey as a quick snack. Honey not only tastes great, but also has many health benefits such as boosting the immune system and fighting bacteria.” 

Private label boosts chocolate spreads market

However, Canadean expects chocolate spreads to show the greatest level of growth at 35% between 2013 and 2018. Honey follows closely with a growth rate of 31.3%, while jam is expected to only grow by 12%. “Chocolate spreads are growing due to an increasing number of private label brands competing alongside the likes of Nutella. This has seen prices fall, making consumption more affordable. With the introduction of private label and supermarket brands, consumers are able to switch easily, without compromising on taste or quality,”  says Kotwal.

Older consumers show their sweet tooth

Consumers aged 55+ are driving the syrups and spreads market. In jams, jellies and preserves for instance, tweens and early teens make up only 12% of the market compared to older consumers, who account for 37%. According to Canadean, the new-found love of chocolate spreads among older consumers is due to changing age structures. “Chocolate and nut-based spreads have long been associated with teenagers and young adults. However, an increasing number of older consumers are enjoying products such as Nutella, as they look to indulge in tasty treats more traditionally targeted at children,” says Kotwal.

Chocolate Spread

Canadean expects chocolate spreads to grow by 35% between 2013 and 2018.



All numbers used in this text are based on Canadean's report 'The Future of the Syrups & Spreads Market in the United Kingdom to 2018.'

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email

‘Right-for-me’ make-up will see growing demand in Spain‘right-for-me’-make-up-will-see-growing-demand-in-spain/Wed, 10 Dec 2014 00:00:00 GMT‘right-for-me’-make-up-will-see-growing-demand-in-spain/In the declining Spanish make-up market, products which promote the opportunity to alter looks and convey a desired image give manufacturers the chance to make a stand. 

According to a new report from Canadean, the Spanish make-up market is currently witnessing a decline, with a forecast negative CAGR of -1.4% in value and -1.8% in volume over 2013-2018. To attract consumers, producers need to tap into the most influential motivation for make-up application in Spain –  the desire for individualism, responsible for 22.8% of make-up consumption. This number is even higher among women, where it motivates over a quarter of consumption (26.9%).  

Veronika Zhupanova, analyst at Canadean, says: “The unfavourable economic climate in Spain means that consumers are more careful with their expenses and marketers have to go the extra mile to appeal to them. Spanish women seek for individual and personalised products like palettes with a number of different colour shades, which allow them to create or modify their look depending on time of day or type of event. Products like these will enable them to create different styles and can be promoted as an opportunity to experiment with their desired look.“

Personalised make-up products are key to success 

The plethora of unique face and skin characteristics gives manufacturers the chance to tap into personalised make-up. Consumers with different types of skin tones and conditions, facial proportions, eye shapes and hair colours will look for different colour palettes and textures. Occasional make-up also presents an opportunity for producers, as consumers wear paler colours during the day at work and saturated,  bolder looks for social events in the evening.

Zhupanova adds: “The desire for customised make-up is the strongest among wealthier women, who are responsible for 55.1% of the make-up consumption by volume. To cater to them, manufacturers should enable them to create their own palettes or provide these women with a stylist's advice on trendy make-up looks.”


Make -up Stylist

Wealthy Spanish women want a stylist's advice when it comes to new trendy make-up looks.  



All numbers used in this text are based on Canadean's report 'Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Spanish Make-up Market.'

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email

Canadean’s top trends for 2015’s-top-trends-for-2015/Mon, 08 Dec 2014 00:00:00 GMT’s-top-trends-for-2015/As the end of 2014 draws near, Canadean forecasts the top trends which will influence consumer behaviour in 2015, and provides an insight into how manufacturers and marketers can target these evolving consumer needs to drive sales over the next year.

From mass-produced to personalised 

Canadean predicts that the desire for craft offerings will become increasingly influential. Consumers want their products to be produced and manufactured on a smaller scale to ensure quality and to feel a closer connection to the brands they choose. By emphasising the exclusivity of a product and the care with which it was formulated, brands will encourage sales among a growing number of consumers who want to move away from mass-produced items across the FMCG market.

‘Better-for-you’ ingredients 

According to Canadean, consumers will be increasingly concerned about unhealthy ingredients such as sugar. 2014 saw the introduction of stevia into many popular products including Coca-Cola and Pepsi. Over the coming year, a greater number of ‘better-for-you’ offerings will emerge with healthier and more natural alternatives. One of the main challenges will be to overcome the negative taste perceptions of these new products through innovation and reformulation as consumers still put indulgence first. 

All things hot and spicy

The growing desire for hotter and spicier food is set to continue in 2015, as manufacturers will replicate popular heat trends from the catering industry to satisfy growing consumer needs. Brands will innovate in formulation by including spicier ingredients in meat, dairy, and snacks, as products infused with chillies become more popular. After the Indian and Mexican food trend, manufacturers should prepare for the next emerging spice cuisines from across South-East Asia and the Middle East.

Mix-and-match your favourite flavours

Canadean predicts that consumers will look for new and exciting products which mix their favourite foods and flavours together. Fusion products such as amaretto cider and chocolate flavoured wine will become even more popular. The increase in demand for these experiential offerings means manufacturers must continue to innovate with ingredients and positioning to encourage sales among consumers who want more than just traditional products. 

Packaging drives sensory experience

The large number of products available on supermarket shelves means that many brands are in danger of fading into the background. Innovative packaging that draws consumer attention will be vital for retaining market share and for brands attempting to enter the market. The use of haptics –  including tactile packs, bright colours and reflective surfaces – will help to enhance the sensory experience, while matt finishing and the feel of a product can denote quality and superiority, encouraging trading-up and higher levels of spending. 

2015 Version 2

2015 is approaching and with it some exciting new consumer trends. 



All information in this press release is based on data from Canadean’s Intelligence Center. Analysis by Sam Allen, analyst at Canadean.

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email

UK consumers still not ready for male make-up, 04 Dec 2014 00:00:00 GMT a growing acceptance of metrosexuality, nearly 93% of male and female consumers think that men should not wear make-up. When men do use make-up, they seek discreet options that provide them with functional benefits, such as masking skin impurities, and are not overly concerned about beauty.

According to a Canadean survey, only 7% of British men and 5% of women think that men should use decorative make-up such as mascara or blusher. However, there is a greater tolerance for men using make-up for other purposes, such as covering acne traces or age spots, with 12% of men and 14% of women accepting this trend. Overall, 7% of men admit they have used make-up before.

According to Veronika Zhupanova, analyst at Canadean, “Despite increasing media focus on metrosexuality, male make-up still remains niche and is frowned upon not only by men, but also by women.” This is supported by data from the survey which finds that 49% of men do not like men wearing any decorative cosmetics, with 44% of women thinking the same.

Men look for functional as opposed to purely image-enhancing make-up 

Due to the stigma attached to male decorative cosmetics, discreetness is vital when men use make-up.  According to Zhupanova: “This means men will look for products that provide natural-looking results that can be applied in the morning before going to work and last all day without smudging, so they don’t risk being exposed.” With the market overwhelmed by products for women, masculine packaging in bigger size and dark or pale colours will make the product more appealing to men, with the market inundated by products targeted at women.

Nearly a quarter of British men's consumption of make-up by volume (24%) is motivated by the desire to hide impurities associated with age, such as smoothing out wrinkles to maintain a youthful appearance at work, as they associate youth with confidence, energy and drive. To make men feel less embarrassed about using make-up, manufacturers should launch products with functional benefits inspired by skincare, such as facial tint that masks acne. However, manufacturers have to remember that the majority of UK consumers will remain conservative in their attitudes towards male grooming, and will limit their acceptance to shaving.

Men Makeup

Men seek discreet options that provide them with functional benefits of make-up, such as masking skin impurities, and are not overly concerned about beauty.



This information is based on a new Canadean consumer survey of 2,000 UK adults.

Please get in contact if you have any questions to this or other Canadean data. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6713 or email

Brazilians seek beauty in body creams with the right story, 03 Dec 2014 00:00:00 GMT desire for beauty is one of the main drivers of the skincare market in Brazil. However, as consumers are not able to evaluate the effectiveness of a product straight away, manufacturers need to make a bigger effort to appeal to them.

According to a Canadean report, the desire to enhance appearance influences over a quarter of skincare consumption in Brazil. In body care, which takes a 70.6% share of the Brazilian skincare market, this desire is the strongest, influencing 28.8% of its consumption. The importance of beauty in body care shows that Brazilians consider healthy and youthful body skin as vital for attractiveness. Veronika Zhupanova, analyst at Canadean, says: “Demand for body creams and lotions with skin-enhancing claims, such as vitalising, firming, counteracting cellulites and stretch marks, is growing. The same goes for body care with more emotive claims such as promises of smooth, shiny and silky skin."

Consumers evaluate products via touch, smell and vision

Canadean’s research shows that Brazilians evaluate the effectiveness of a product with their senses. Zhupanova says: “Manufacturers have to remember that consumers can not evaluate the effectiveness of a skincare product straight away. They will therefore check out the attributes that are available to them, such as stylish packaging, pleasant tactile and visual sensations, scent, absorption speed and feel on the skin. This is an initial hurdle where skincare producers will need to make an effort to attract consumers in Brazil.”

Sales channels shape beauty marketing

Direct sales is a popular sales channel for skincare products in Brazil. As consumers do not always have access to the product before they make a purchase, it is crucial that manufacturers provide a full description of the item in the sales catalogue. In addition to that, producers need to create a story around their skincare, explaining what served as an inspiration for their product and why. According to Zhupanova, “this will create an emotional connection with consumers while explaining how the product works. For example, the acai berry, used by Brazil’s indigenous Amazonian population, is rich in antioxidants and associated with a number of benefits, including anti-aging.”


Ekos Acai

The Natura Ekos Acai skincare line contains acai berries that are claimed to have an exfoliating and skin rejuvenating effect.  



All numbers used in this text are based on Canadean's report 'Consumer and Market Insights: Skincare Market in Brazil,' which will be published in December 2014. 

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email

The evolution of the Indian spice market in the face of global trends, 27 Nov 2014 00:00:00 GMT spice is such an essential ingredient across Indian cuisine, emerging trends and new developments are often overlooked in a market that initially seems saturated. However, Canadean's analysis of the market and consumer insights highlights the changing needs of consumers on a global scale – and how the demand for spice is changing beyond traditional offerings in India.

  • Canadean forecasts the volume of the Indian herbs, spices & seasonings market to grow by 14% between 2013 and 2018.
  • The two most motivational consumer trends in the Indian herbs, spices & seasonings market are changing age structures and changing lifestages.
  • The rise of urbanisation means that manufacturers must respond to the desire for products meeting busy consumers’ needs.
  • Large Indian spice brands are investing in marketing and advertisements in more rural areas – a vast, untapped consumer base outside the larger cities. 
  • Big Western foodservice outlets such as McDonalds and KFC have altered their menu to include spicier products to appeal to the Indian palate.


If you want to receive the full white paper for more information on the Indian spice market, please get in contact with the Canadean press office on +44 (0) 207 936 6536 or email


Indian Spice Market

Buying spices by weight from traditional markets, such as the one pictured above, is becoming less popular in India, with more consumers changing to branded products or private label options. 

Targeting mid-lifers with sustainable chocolate, 25 Nov 2014 00:00:00 GMT to Canadean, consumers are not concerned about natural production; however, manufacturers can tap into the chocolate market by correctly labelling the products and promoting them as an indulgent treat with natural ingredients and sustainable production methods.

Mid-lifers becoming an important consumer group

According to Canadean, the UK’s confectionery market recorded sales of £5,3 billion in 2013, with the value of chocolate expected to increase at a Compound Annual Rate Growth (CARG) of 2.7% from 2013-2018 - a growth rate higher than sugar confectionery and chewing gum.

Chocolate is becoming increasingly popular among mid-lifers (45-54 year old consumers), when compared to other demographic groups. This can be linked to the pleasure that  comes from eating a bar of chocolate during a relaxing moment of ‘me-time.

Consumers pay less attention on how products are formulated

As middle-aged consumers are under constant stress, they often turn to chocolate as a form of escapism and as such are not as concerned by issues such as healthy eating. Moreover, when it comes to chocolate, consumers pay little attention to product formulation. Canadean's survey finds that 46% consumers aged 45-54 claim that ‘natural products’ are neither important nor unimportant when they look for chocolate. Moreover, 66% have never put a confectionery product back on the shelf because it was not natural enough. This indicates that mid-lifers buy chocolate mainly because they look for a treat to enjoy during their moments of relaxation.

‘Contributing to a sustainable world’ as an added value for chocolate consumption

Only 20% of Britons believe that confectionery is artificial, meaning that the majority of consumers see chocolate as a natural product. In order to emphasise the often overlooked natural positioning of chocolate and its ‘better for you and the world’ credentials, marketers need to establish a link between concepts such as ‘natural’ and ‘sustainable’.

To improve a sustainable conscious behaviour, marketers should appeal to consumers’ emotional bonds. According to Raquel Perez-Lopez, analyst at Canadean: “Chocolate can be positioned both as an indulgent treat and a ‘good’ product. This can be done by positioning a product around the claim of ‘creating a better and sustainable world’. Moreover, appropriate labelling, such as Fairtrade certification, would allow consumers to enjoy a guilt-free moment of indulgence by eating a product that has been produced in an ethical and environmentally friendly manner.”

 Sustainable Chocolate

According to Canadean, manufacturers can tap into the chocolate market by promoting its sustainable consumption with correct labelling.


These findings are based on a recent Canadean survey of 2,000 British consumers.

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact Aurelija Kolesnikovaite at the Canadean press office on +44 (0) 207 936 6713 or email


German men seek skincare to defy signs of aging, 25 Nov 2014 00:00:00 GMT the traditionally female-oriented skincare market, it is men who present a highly attractive opportunity in Germany, finds new report by Canadean. 

According to the report, German men are increasingly image-conscious, leading them to seek skincare products that meet their age-based needs. Both anti-wrinkle formulations for older men and milder formulations for sensitive younger skin are growing in popularity, as is the desire among 25-44 year olds for preventative products to delay the initial signs of aging. Men are becoming more aware of the need for skincare as part of a daily ritual, and manufacturers have responded with a range of products designed to help men look and feel their best. 

Sam Allen, analyst at Canadean, says: “The German skincare market is evolving from being more female-oriented to presenting a sizeable opportunity to target men with products that meet both their individual and age-based needs. However, manufacturers will still need their products to offer great value, as men are more likely to seek functionality over indulgence and will opt for effective skincare products.”

Germans want high value skincare

Canadean data shows that the desire for better value is high among consumers in Germany. With sophisticated private label skincare emerging in the market, manufactures must ensure that they highlight the superiority of their products in terms of formulation and ingredients. By reassuring consumers of the effectiveness of any claims their products make, such as anti-aging and anti-wrinkle formulations, brands can encourage consumers to seek value through trading-up for the best experience. 

Consumer perceptions of private labels are changing, highlighting the need for brands to promote value, both through lower pricing and premium offerings. Allen adds: “Many consumers now believe there is little difference between more expensive and premium branded skincare and private label alternatives, and manufacturers must defend their market share from further erosion.”

Anti -ageing Skincare For Men

The German drugstore 'DM' offers their own private label skincare range for men, including the anti-ageing skincare product pictured above.



All numbers used in this text are based the Canadean report 'Consumer and market insights: Skincare Market in Germany,' published in November 2014. 

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact Verena Niederacher at the Canadean press office on +44 (0) 207 936 6536 or email


Premium olive oil preferred choice for older consumers in UK, 20 Nov 2014 00:00:00 GMT market for olive oil is the fastest growing in the oil and fats market in the UK, and has the potential to appeal to those aged  55 and over due to its age-aligned benefits, Canadean reports.

Older Britons account for one third of oil consumption

The UK’s oil and fats market is valued at £420 million and is forecasted to grow further. Older consumers aged 55 and above consume 33.6% of oils by volume, which is at least twice as much as any other demographic group. As the UK’s population is aging and Britons are living longer, the influence of consumers who are over 55 years old will further increase.

Oil consumption is driven by the desire for individualism and value for money

The UK’s older population consume oil as they desire better value for money, and the functional benefits of oils. To raise value of the product and appeal to older consumers, manufacturers need to tap into motivators that are important to this age group, such as looking for individualism.

Safwan Kotwal, analyst at Canadean, says: “This need is driving rapid growth in olive oil consumption, which also helps older consumers tailor their cooking to meet their specific nutritional needs. The elderly tend to be more concerned about their health and will seek oils that have less “harmful” ingredients such as cholesterol and trans fat.”

Increasing demand for olive oil as it meets the needs of the older generation

Currently, olive oil holds 16.3% of the oils market by volume, but is surpassed by vegetable and sunflower oils which account for two-thirds of the market. However, across all categories, olive oil is expected to register the highest growth driven by its nutritional benefits and the perception of olive oil being a premium food ingredient.

“These advantages make this product attractive to 55+ consumers. As they get older, they become more concerned about what they eat. Also, more leisure time and the habit of scratch-cooking means they are prepared to seek out the best ingredients,” adds Kotwal.

To further promote olive oil among older consumers, manufacturers need to emphasise age-aligned benefits. They should position their product as an accompaniment to healthy and youthful lifestyles, as opposed to focusing on the vulnerabilities of older consumers.

Olive Oil

Older consumers aged 55 and above consume 33.6% of oils by volume, which is at least twice as much as any other demographic group.


All numbers used in this text are based on a Canadean report ‘The UK Oils & Fats Market: What Consumers Eat and Why?

Please get in contact if you have any questions to this or other Canadean surveys. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6713 or email