Exploring the key drivers of the French beauty market: interview

By Lucy Whitehouse

- Last updated on GMT

Exploring the key drivers of the French beauty market: interview
French consumers are using fewer personal care products, so being relevant to their specific demands is becoming essential. Here, Anaïs Dupuy, Business Development Manager, Kantar Worldpanel, reveals the key drivers for beauty in France and reveals exclusive insights on predictions for the coming year.

Dupuy will lead a session at in-cosmetics Global​ show in Paris, 2-4 April 2019, discussing this topic in depth.

What are the current key drivers that define the French beauty market, and why are they so important at the moment?

In France, people are using fewer and fewer personal care products. We have lost six personal care occasions in a week compared to six years ago.

The market is still decreasing but is in a better situation than last year: -0.8% in volume and -0.2% in value because people are coming less often than before to buy personal care products (-0.5 act in 3 years).

This decrease affects the hyper and supermarkets as well as the pharmacy channel for the first time. In the meantime, we have other channels that are able to grow like the online channel or the bargain stores.

The key drivers of this slowdown are:

  • The beauty routine simplification, consume less but better

  • The lack of confidence of the consumers partly because of applications like Yuka

  • The natural trend: less products, less garbage, accepting myself as I am…

  • There are also different key drivers per category.

Are we likely to see new drivers and trends appearing in France this year? If so, what do you predict will they be?

This year in France should be the clean beauty year with the organic, vegan and natural offer exploding.

Many big groups have launched their brands to benefit from the natural trend. As an example, we have l’Oréal with La Provençale Bio, Henkel with Nature Box and N.A.E, Unilever and Love Beauty and Planet.

There is still a question pending: will the consumers trust the big firms enough on the natural trend or is it only for small local brands?

What, if any, are your top tips for industry professionals looking to maximise on the potential of the French beauty market?

In France, the market has been decreasing for quite some time now. This decrease is only due to the younger generation (under 50 years old and especially the very young 15-24 years old).

Reengaging the younger generation seems to be the main goal on this sector, especially when we know that we keep our behaviour when ageing.

Consequently, if the younger generation doesn’t have an established beauty routine today, it won’t have one in 20 years and their children won’t either.

The natural trend is an opportunity of growth in France for the moment so industry professionals who want to maximise on the potential of the French beauty market will definitely want to look at this trend.

E-commerce is also a way to maximise the potential by reaching new customers or build their loyalty.

The beauty market is a market where we have a lot of innovations and it seems to still be an important consumers’ expectation.

Kantar Worldpanel's session at in-cosmetics

Anais Dupuy 1

Dupuy’s session at the in-cosmetics Global show will take place Thursday 4 April at 12.00.

The session will explore whether personal care is still decreasing in 2019, the evolution of the different channels and markets, and the perspectives on retrieving growth on this market.

For more information on the in-cosmetics Global 2019 education programme, visit here​.

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