SheSpot releases latest
Research Report
Australian Women: healthy, beauty & ageing 2011
ABSTRACT
This SheSpot research report explores a contemporary woman’s thoughts on – and approach to – her own health and beauty. We explored “being healthy” and its definition, the importance she places on it, her self-rating and her greatest allies and obstacles in achieving “good health”. It examines some of her inner most thoughts on health, beauty and her own looks, including her time in front of the mirror. Part of the study focuses on the most important attributes in her beauty related purchase decisions, where she shops for different categories and what she would buy more of if money were no object. There is also a section dedicated to her family’s health – covering areas like the role she plays in health related decisions, her favoured information sources, where she invests to keep her family healthy, her most important buying criteria and those brands she associates with a healthy lifestyle.
If you are a Kidspot/SheSpot client, please request a presentation of the research: email Katie May, Kidspot CEO and author of the report. or contact your sales executive:
INTRODUCTION
Her health
Being healthy is a high-order priority for Australian women. 4 out of 5 place more than passing importance on their health and seek it out as a matter of course. Today's women consider health both physical and emotional, and thus familial relationships, personal feelings and attitude make up part of her overall well-being. She is positive about the current state of her health, with nearly 90% rating it “good” or better. However, because she considers it so important, she recognises that there is room for improvement. Thus less than half are satisfied with their current state. A lack of time is her enemy and the greatest obstacle to achieving her desired health – across all age groups. The Internet is the first port of call for today’s woman, and Google has surpassed her GP for information related to health and wellness. Online research is not only convenient but also provides answers in the form of articles and real-life advice in forums which she values highly. In her search to become increasingly healthy, she will also attempt to become ever-more aware; thus the trend toward using online resources is only likely to grow.
Her family’s health
Not only does today's woman control household expenditure, she also takes the lead on her family’s health. She has a long list of products she considers important to keeping her family healthy, and her investments are not limited to healthy food, supplements and medicine. She is interested in preventative care, as well as non-toxic household cleaning products and products that kill germs, and she believes that careful maintenance of her home can reduce the threat of illness.
When it comes to over-the-counter products for children, women agree on the importance of brands they can trust and easy-to-read labels with accurate information. She takes her role as caregiver seriously and she makes her selections carefully. When it comes to her children, the family doctor trumps Dr. Google…but not for long. Online search already rivals consultations with her GP and friends and family, especially for mums under the age of 40. She rarely consults magazines for family health-related information as her preference for online resources and the specificity of the information and advice available there grows. As the quality of Australia specific online health resources improve, today's decision-making woman will use it more and more.
Her Beauty
Beauty marketers in Australia are operating amid a minefield of varying beliefs, feelings and motivations. Women have inner (and outer) conflicts when it comes to their attitudes towards beauty. Nearly 90% say that beauty is primarily about non-physical attributes, and only 29% admit that “looking beautiful” is important. Yet Australian women are guilty of the highest daily mirror time globally, 29% would invest in plastic surgery if they could, and the majority are not satisfied with their looks, shape, weight or physical attractiveness. Importantly, her dissatisfaction fuels her desire for more beauty products and services. If money was no object, 46% of women would spend more on makeup and cosmetics in the belief these products would give them the results they seek. 75% would have more facials and massages and half would stock up on teeth-whitening products.
Her beauty routine is comprehensive, and she invests across all major product categories. Nearly 7 in 10 colour their hair, and 3 out of 4 invest in make-up to feel more physically attractive. However, she puts emphasis on caring for herself, and her holiday must-haves favour care over beauty (with face moisturiser, facial cleanser and body moisturiser eclipsing perfume, make up or even lipstick). She is strong in her preference for SPF in her products and is clear on what that is. For Australian women, prevention trumps treating ageing across all age groups. The majority seek out “anti-ageing” features in their products.
Her shopping preferences vary by category and age. Though supermarkets are her primary source for hair and skin care products, this same purchase destination tumbles to #4 for cosmetics (except for women < 24 years). For women over 40, the chemist is the leading destination for cosmetic purchases, but younger women are more diversified in their approach and are just as likely to head to department stores. There is no doubt that online beauty destinations are growing in popularity and gaining market share. Our focus groups testify that price, convenience and the ease of online reviews are the biggest drivers of online purchasing. Today's woman plans to spend more time at online destinations at the expense of traditional retailers. Her loyalty lies with the brands and products in most cases, not with the retailer distributing them.
