Advertising Industry Macro

 Monopoly - a market dominated by one company.

Oligopoly - a market dominated by a couple of companies. (Pepsi, cola)(apple, Samsung)

DOVE made 7.1billion USD in 2023

MACRO context

  • Revenue in the beauty markey amounts to $571.10bn in 2023, the market is expected to grow annually by 3.80%
  • 37.5% of total revenue will be generated through online sales by 2023
  • The personal hygiene market size was valued at $64.4bn in 2021 and is expected to grow more than 55 during 2021-2026
  • Personal hygiene products played a key role in the fight against COVID-19 and te secyors sales remain elevated as hyper-hygiene consciousness has not subsided. Rising inflation is contributing to sector value increases, driven by the driving cost of raw materials (palm oil) and energy
Cocooning

A more stay at home lifestyle .More people stay at home and shop online, we see a growing demand of online shopping, home delivery of groceries. Netflix, since the beginning of 2015 have tripled in from 65million subscribers to well over 200million by 2022

Sustainability

Customers are criticizing the poor sustainability and are expecting more from not just the packaging but also the formulation of the product and also expecting it to be biodegradable or recyclable 

Health and well being

After the pandemic more people want to stay more healthy, people want more organic and natural products, they're trying to push for companies to use more natural ingredients 

Be  novel and experimental

products featuring unique ingredients, fragrances or formulas tap into the new consumer desire to experiment. Opportunity exists for brands to develop products featuring unique ingredients or fragrance combinations, potentially taking inspiration from trending ingredients across the broader health and beauty market.

Value for money

Studies are showing how consumers are increasingly less caring about expensive exclusivity. Recently, the pandemic, the war in Ukraine and the cost of living crisis have all meant that people have wanted to become more frugal and receive better value for their money

Dove

The studies showed that 68%of women believed that the media and advertising industry set an unrealistic beauty standard and 72% of women felt they 

Dove challenge the conventions of body product advertising by showing real women, with real faces and real bodies, allowing women around the world to see reality instead of the usual unattainable women most adverts portray, meaning that women  will see this and not feel bad about themselves 



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