In 2004 the overall European and US personal care market was worth US$86bn growing to US$102bn in 2009. To capitalize on the personal care market's growth, personal care players must understand the need states, expectations and consumer groups that shape the changing map of personal care consumption occasions. Effective targeting of these is the best way to grow your share of this market.

• Comprehensive map of personal care occasions and their value, consumer groups and product markets.
• In-depth exploration of new and emerging need states, consumer attitudes and growing niche markets.
• Actionable recommendations to capitalize on the consumer trends and insights.

Seniors represent the fastest growing demographic group in terms of occasions, representing not only socio-demographic changes, but also a growing desire among these consumers to "look good for their age".

The growth in male grooming is not solely attributable to fashion; across Europe and the US 89% of men consider that good grooming and presentation is essential to their success in the workplace.

In 2004, 86.9% of all personal care usage occurred on everyday occasions such as daily personal hygiene routines or beauty regimes, making everyday use by far the most valuable type of personal care occasion.

• Understand the growing and emerging need states of consumers that will drive the European and American personal care markets.
• Learn how to target consumers more effectively thanks to unique occasions-based analysis.
• Increase you knowledge of the latest cutting edge trends in personal care NPD.