Consumers are being influenced by various factors that can happen during their lives, with consumers identifying in some circumstances to specific groups who may have specific ways of thinking, acting, and buying. Although, it is now increasingly common for consumers to maintain a fluid identity, that changes as feels appropriate to the individual. Either way, consumers are not all interested in the same products and do not have the same criteria for choosing what they like. Some are more loyal to brands, others like to change. And these habits can change, sometimes dramatically.
At Croda, Sederma and Crodarom, we scan, observe and scutinise the world to decipher the future consumer preferences and behaviours, and translate these insights into inspirational formulations, effective benefits, visionary positionings and ingenious products.
Discover the specific commonalities that can be observed in consumers to help you to target your audience and better answer to their needs.
Whereas the male segment represented 11% of the global cosmetic market in 2014, its growth has not yet reached the desired expectations despite efforts by brands to seduce this consumer. But for one year now, trends from Asia as well as the fashion for beards breathe a new breath into this segment: cosmetic products are democratised and leave hope for a real change.
Respect, safety and naturalness are three pillars that are searched by parents when it comes to the tender care of their baby. With four newborns arriving every second in the world, the baby care market is a huge potential. From pregnancy to the arrival of the baby, we offer ingredients that are totally adapted to the parents' new routine.
There are about 1.8 billion young people between the age of 10 and 24 in the world having their own codes, language and needs. Growing up in a world with new norms and high access to information, they are ultra-connected and share their feelings, experience and life on social media. Let's have a look to their beauty needs and the new ways they consume beauty products.
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