Older consumers lead the Italian make-up market: Report

Preference for make-up among Italians has been directly proportionate to their rising ages. Consumers aged 45 and above constitute more than 50% of the Italian make-up market, finds a new analysis by Canadean – Health and Beauty.

According to the report ‘Consumer Trends in the Make-up Market in Italy, 2011’, users aged 55 and above form 36.2% and those between 45-54 years constitute 22.2% of the market in the country.

Consumers aged 55 and above have led the share of all the segments in the make-up market, including the eye, face, lip and nail make-ups.

Women consumers dominate the market with 87.3% share, while the urban-rural divide is 80-20%, Canadean observed.

The household incomes had a mixed effect on the trends, as the affluent section formed the largest share of consumers with 37.8%, followed by the ‘hard pressed’ group with 21.3%.

Among the educated, the upper secondary category has the highest share of 29.3%, followed by the post secondary with 25.3% and undergraduates with 22.5%.

Italians with lesser leisure time at their disposal contributed a major share to the make-up market. Consumers with one to three hours of leisure time per day formed 43.4% while those having leisure time of three to five hours had 20.3% share.

More than 90% of the market is penetrated by branded products with private labels having just a single digit penetration across all the segments.

Better value for money with 27.9%, and indulgence of consumers with 26.7%, have been the most influential trends in the make-up market during the year under review.

The face make-up segment holds the highest market value with 42% followed by eye at 29%, lip 15% and nail make-up 14%.

Click here for more details of the report.