‘Value for Money’ most important for skincare and cosmetics

Monday, 2 July 2012, 4:51 pm
Press Release: Roy Morgan Research

‘Value for Money’ – the most important factor for New Zealand women
when purchasing skincare and cosmetic products

Article No. 1727 - Source: Roy Morgan Single Source Mar11-Apr12, New Zealand Females aged 14+, n=6,230.: July 02, 2012

According to the latest Roy Morgan findings, 80% of New Zealand females over the age of 14 years use skincare and cosmetic products. Almost two-thirds (63%) of them believe ‘Value for Money’ is the most important factor when purchasing.

After ‘value for money’, the next most important factors for women when purchasing skincare and cosmetic products are ‘quality brand’ and ‘sun protection factor (SPF)’. Although SPF is considered the second most important factor for females aged 50+, it comes in third for those aged under 50.

Important factors when purchasing skincare and cosmetic products

Source: Roy Morgan Single Source Mar11-Apr12, New Zealand Females aged 14+, n=6,230.

These findings are based on Roy Morgan Research Single Source — a New Zealand-wide survey of approximately 11,500 New Zealanders annually.

Pip Elliott, Head of Roy Morgan New Zealand, Roy Morgan Research says:

“Age does not seem to make much of a difference for the usage of skincare and cosmetic products, with those females aged 50+ being as likely as the younger generations to use them. However, even though the usage incidence is similar, the factors that are considered important differ considerably when purchasing.

“The ‘anti-acne benefit’ factor is the one that shows the biggest difference between female users aged 50+ and those aged under 50. In fact, only 2% of females aged 50+ place importance on this factor, compared to 21% of females aged under 50. Other factors that show differences between these two demographics include ‘recommended by family/friends’, ‘quality brand’, and ‘anti-aging benefits’.

“Men on the other hand, consider ‘quality brand’ as the most important factor, ahead of ‘value for money’ and ‘reputation of brand’. It’s interesting that although both females and males use skincare and cosmetic products, there is a noticeable difference between the factors that they consider important when purchasing them.”

Browse through our range of Cosmetic profiles, including the Cosmetic Buyer Profile, Facial Cleanser Profile, Facial Moisturiser Profile, Hair Colouring Profile and Hand and Body Lotions Profile. Roy Morgan Research Consumer Profile contains insightful quantitative data in ready-to-copy-and-paste charts and graphs that can be an invaluable resource for your market review, strategic marketing planning, advertising brief development, management update presentation or conference address.

Please click on this link to the Roy Morgan Online Store.

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About Roy Morgan Research:

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in the United States, United Kingdom, New Zealand and Indonesia. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has more than 65 years experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on print media measurement, financial behaviour, voting intention and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The following table gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

ENDS

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Roy Morgan Research

New Zealand's leading social and market research company

A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years' experience in collecting objective, independent information on consumers. Roy Morgan Research was set up in New Zealand in the 1990s and has been collecting information across a wide range of industries in New Zealand ever since. Roy Morgan currently has over 10 years of trended data on a geographically and demographically representative sample of over 12,000 New Zealanders aged 14+.

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