Asian trends driven by aging concerns, single consumers

PREFERENCES in beauty and personal care products and regimens are changing for consumers in Asia-Pacific and suppliers will do well to know the latest trends, a new report from market research firm Mintel said.

In the report “Asia Pacific: The Beauty and Personal Care Landscape,” Mintel observes the major developments shaping consumer trends in the region—the growing aging population, the rise of the single consumer and the emergence of the lazy economy.

The beauty industry in Asia holds boundless opportunities to cater to consumers, young and old, looking to prevent or tackle the issue of ageing, said Mintel. Consumers are starting their antiageing beauty regimes as young as in their 20s, in hopes of prolonging their youth and delaying the signs of aging. The study found, for example, that 32 percent of Chinese female beauty consumers aged 25 to 29 are interested in base makeup products with anti-aging claims, while Indian consumers are increasingly concerned about hair aging, with 21 percent of Indian consumers aged over 18 using hair color to cover greys.

In Southeast Asia, wrinkles are no longer the only signs of aging to cause concern. Also plaguing Southeast Asian skin types are spots, hyperpigmentation and uneven skin tone. As a result, regional consumers are now looking beyond products towards aesthetics treatments such as skin peeling, also known as microdermabrasion.

The report also highlights another key trend: the power of the oneperson household.

“The global economy is recognizing the rise of the single consumer and the spending power they possess—and this includes the beauty industry. These consumers are single by choice and are happy to undertake activities alone,” said the report.

For the more confident, self-driven beauty consumer, beauty will become a means of selfsatisfaction, shifting into a phase of self-actualization, especially for single consumers who want to be seen as rising above social norms and pressure. In fact, said Mintel, 75 percent of single urban Indonesian consumers aim to take better care of their appearance (e.g., clothes, personal grooming).

“It is imperative that beauty companies, brands and manufacturers take this into consideration when serving the solo consumer,” it said.

On the other hand, a new type of consumption behavior across Asia is being driven by the so-called lazy economy. “Consumers, today, are on the lookout for timesaving, labor-saving and convenient products and services that enable them to live easier and more relaxed lives,” Mintel said. (PHILEXPORT NEWS AND FEATURES)