Face value: Olay and Nivea favourites with Australian women

Are Australian women coming to terms with their wrinkles? In the year to June 2013, more than three quarters (76%) of Australian women bought face care products in an average six-month period, down from 80% in the year to June 2009, the latest research from Roy Morgan shows.

The highest proportion of women buying face care products were aged between 35 and 49: 79% of women in this age bracket bought something in an average six-month period (down from 84% in 2009) compared to 73% of those aged under 25 (down from 80%) and 72% of women 65+ (down from 73%).

Olay was the most popular brand, with 14% of women buying at least one Olay face care product. Nivea wasn?t far behind: 12% of women bought a Nivea product, while 6% bought Avon and 6% bought Dove. These brand rankings have been consistent over the last five years.

While Olay tops the list for women aged 25+, those under 25 prefer Nivea face care products.

Face Care Purchase by Age Group

Source:?Roy Morgan Single Source (Australia), June 2013 MAT, Women 14+ n=11,437

When asked which qualities were most important to them when purchasing skin-care products, ?moisturising benefits? was cited most often by women of all age groups except for those aged between 25 and 34, for whom ?value for money? was more important.

Angela Smith, Group Account Manager ? Consumer Products, Roy Morgan Research, says:

?Olay and Nivea have remained the most popular face-care brands for the last five years, followed by Avon and Dove. All brands, however, have experienced declines in the proportion of Australian women buying them.

?In a market where the same four brands have dominated sales for so long, face-care manufacturers obviously need more insight into their customers and changing consumer trends ? including a gradual dip in overall purchases ? in order to grow their share in this market.?

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Source: http://www.newsmaker.com.au/news/27718/face-value-olay-and-nivea-favourites-with-australian-women

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