Personal Care

Consumers

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.

Understand consumer needs and specificities.

Discover the specific commonalities that can be observed in consumers to help you to target your audience and better answer to their needs.

Male Grooming - A Growing Market

The male market is forecast continuous growth in the EMEA region until at least 2022 and is set to see the highest growth rate globally. There are several factors influencing 'The Modern Man' and his grooming habits which we see are evolving from a traditionally simple routine, to a more sophisticated daily regime.

Redefining Masculinity - EMEA Market Update

The EMEA male grooming market is continuing to grow. Click the link to download the presentation.

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Sensitive Skin

A sensitive skin reacts to the slightest external attack causing a variety of unpleasant sensations like redness, itching…due to excessive inflammatory reactions. Several factors may trigger these reactions (hormones, stress, climate, pollutions.), that’s why today, 44% of women say they have a sensitive skin.

Sensitive Skin Presentation

As a result of changing consumers’ habits and of the impact of pollution on health, the need for products suitable for sensitive skin is growing.

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i-Generation - The Digital Natives

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.

i-Generation Trend Presentation

Ultra connected, beauty addicted and always looking for new experiences they can share on social media, the young generation reinvents beauty trends and spreads those worldwide.

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Discover More Consumer Trends

The Next Body Care Generation

The body care market represented US$ 16.2 bn in 2016 driven by the EMEA region with 37% of market share followed by North America with 22%, Asia 21% and Latin America 20%. This well-balanced split demonstrates a global interest for the category which is expected to reach US$ 21.1 bn in 2021. (Euromonitor, 2018). Despite this forecasted growth, the category has some well-known barriers to consumers use, like the lack of time, but also some new opportunities. Indeed, influenced by the big trends that are impacting the face care category, the body care market is also aligned to the changing lifestyle of consumers. This growing category represents a strong market potential for those who will be able to anticipate the upcoming changes and to innovate accordingly. With its comprehensive offer and its research on body needs, Sederma is a key player that can support inspiration for a new breath to this category.

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Creating Beautiful African Hair with Croda

All reports show that the amount of money being spent on haircare across the continent is rising. While relaxers still make up the majority of the sector, a growing consumer-led effort to move towards natural hair has shifted the economics of the hair care industry. African hair has its’ own unique set of challenges. More fragile than Caucasian, it grows more slowly and it’s more difficult to manage. Braiding is convenient, cost effective and requires little maintenance, but years of chemically straightening and braiding can cause damage to the hair, receding hairlines and baldness. There continues to be a gap in understanding the market, especially as relaxer sales have held. We deal with conversations daily where people wonder whether the target audience exists or whether this is a passing trend. One of the biggest issues in growing the sector has been education of both consumers and professionals, together with the pricing model. There is a myth that African hair care brands need to be of low quality and price and natural products generally are made with higher quality ingredients. Over the last 12 months, the Croda SA team have consulted industry experts, university professors, both Multinationals and Local manufacturers and last but not least, consumers.

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Baby Care Market

Baby care constitutes an intimate link between a parent and their baby but safety is the number one requirement. 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.

Consumers

Understand consumer needs and specificities.