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Wednesday, 23 April 2014

Stressed Consumers – What Might They Buy

Attitudes Towards Health - Stress - UK - 

Stressed Consumers – What Might They Buy?


Key points
              Improving one’s appearance is a key way to improve mood and fashion and beauty markets are expected to enjoy continued value sales growth despite the recession.
              Almost one in five adults who get stressed will comfort eat. Food treats (both healthy and unhealthy) are benefiting with speciality foods and chocolate confectionery being particularly popular.
              An estimated ten million adults use alcohol to unwind and wine is more likely than other alcoholic drinks to benefit from this trend. Wine has increased its share of total alcohol sales between 2007 and 2009.
              Getting out of the house and away from stress triggers such as chores, bills and family members is spurring people to book holidays or escape to the cinema, golf course or salon.

FMCG WITH THE FEELGOOD FACTOR
FIGURE 13: Selected markets estimated to have enjoyed growth in value sales in 2009


% change 2008-09


Fashion online
+23.1
Ethnic cosmetics
+17.0
Beauty supplements
+9.5
Value clothing
+8.3
Cosmetic surgery
+7.6
Cosmeceuticals
+7.3
Facial skincare
+6.7
Chocolate confectionery
+6.6
Nuts, seeds and dried fruit
+6.0
Frozen desserts
+5.9
Cold and flu
+5.8
Hair colourants and home perms
+5.7
Ambient desserts
+5.5
Make-up
+5.3


SOURCE: Mintel

Improving appearance to boost mood
              Just one in seven people who are worried by something cite their appearance as a trigger for being worried or concerned (see Causes of Tension or Worry section). Despite this, improving appearance is a strong motivator in helping to improve mood and fashion and beauty sectors are expected to enjoy continued value sales growth despite the recession.
              Buying clothes is a key pick-me-up that doesn’t have to be expensive, but can nonetheless offer some brief escapism from feeling down. The promise of a new image, improved self-confidence and attractiveness will be key drivers for buying new clothes during tough times. Furthermore, one in ten people buying smarter clothes for work have done so in order to improve their prospects at work – something that can also help to keep stress about losing one’s job at bay.
              According to Mintel’s market re-forecasts, the market for online fashion is expected to enjoy growth in the region of 23% between 2008 and 2009. Being able to find unique outfits and shop around for the best deal enhances the attractiveness of online fashion. Value clothing is estimated to enjoy growth in excess of 8% during this time as people look for cheap fashion treats.
              Beauty markets such as cosmetic surgery, cosmeceuticals, facial skincare and hair colourants are all set to see growth of 6% or more between 2008 and 2009. In keeping with the ‘lipstick indicator’ theory (ie sales of cosmetics always rise during recessions), make-up is also expected to have enjoyed a rise in value sales to the tune of 5% during the recession.

Whining to beat the blues


              An estimated ten million adults drink alcohol in response to stress. Wine has grown as a proportion of value sales of alcoholic drinks, although overall volume sales of alcohol are expected to decline as people are influenced by healthy living initiatives.
              Wine is likely to perform better than other alcoholic drinks during the recession, owing to its association of enjoying a glass of wine at home to unwind. Other alcoholic drinks such as beer or spirits may be more closely associated with watching sport or going out.
              In addition, wine is a more sociable drink and may be included in socialising with friends and family (see Distractions From Worries section). It also might be incorporated into time spent with a partner.

Comfort in food
              Almost one in five adults who gets stressed will comfort eat. This compares to one in 17 who are not stressed.
              ‘Treat’ foods are set to enjoy strong growth in 2009 (see Mintel’s report Market Re-forecasts – Food and Drink – UK, March 2009).
              Comfort foods such as chocolate, cream, appetisers and dips as well as desserts (ambient) are also set to enjoy growth of 5-7% between 2008 and 2009 as people turn to little treats to boost their mood or make up for the fact that they might not be able to afford to go out as much as before the recession hit. Almost a quarter of adults who have been stressed about something admit to buying indulgent snacks and treats to make themselves feel better (see What Makes People Feel Better When Worried? section).
              The fact that 11% of those who get stressed attempt to eat healthily and 14% buy healthy foods is set to buoy the market for nuts, seeds and dried fruit, which is expected to achieve value sales growth in the region of 6% in 2009.

Washing away worries
              Exclusive consumer research conducted for Mintel’s Soap, Bath and Shower Products – UK, November 2008 highlights that although running a bath is declining in popularity, more than half of adults will go for a soak in the tub to unwind and relax.
              Bubble baths have been declining in popularity and this ties into the trend away from baths towards showers that also has the added benefit of saving water and reducing water bills, particularly during the recession when people are looking for small ways to save money. According to Mintel’s report Market Re-forecasts – Beauty and Personal Care – UK, March 2009, bath additives are expected to see value sales slide from £149 million to £143 million between 2008 and 2009.
              Almost one in five adults will buy home pampering products such as a bubble bath to make themselves feel better (see What Makes People Feel Better When Worried? section). However, this is unlikely to reverse the fortunes of the ailing bath additive sector, but could offer an angle for marketing campaigns, product names, ingredients and packaging.

The great escape
              The best way for consumers to escape stress is to get out of the house. Almost four in ten adults use holidays as a means of escape and a quarter will do “something that offers a brief escape” such as going to the salon or cinema.
              However, although there may be a tendency for some to ‘cocoon’ at home, it may also be where people are more likely to indulge in unhealthy comforts such as smoking or snacking in response to the stress that they are under. According to Mintel’s Taking Care of Yourself – Summer Edition – UK, August 2009, the home is a ‘temple of temptation’ with more than six in ten adults agreeing it is the place where they are most tempted to break their resolve to live healthily.

              The home is also alive with stress triggers such as bills, chores, unfinished DIY and even other family members. With the rise of ‘boomerang’ and ‘3G’ households, these factors can be expected to strengthen. The freedom of getting out of the house is likely to see its appeal grow.

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