An increasing number of mature women and a rising immigrant population in the country is fueling demand for the demographic-relevant products, explain the analysts.
In a more generalized trend, the research firm notes that Canadian consumers are increasingly drawn to convenience when it comes to skin care, with both product purchase and application.
Anti-aging
Although attempts to sell anti-aging benefits to younger women have not met with much success, a growing proportion of mature women is driving demand for anti-aging products, as Candada joins the US in the rise of the baby boomer generation.
“Mature women are looking for anti-aging care, especially in facial skin care, and seek quality products but at a reasonable price,” say Euromonitor’s analysts.
Brands are certainly responding to the increasing demand: the data coincides with the recent launch by Canadian brand Di Morelli Skin Care of its ‘new and improved’ retinol serum, and the company states it will expand the range further in coming months.
Skin-whitening
An increasing number of women from the Asia Pacific region entering the consumer base in Canada is driving growth and diversity in the region’s skin-whitening segment.
Members of this demographic, according to the Euromonitor data, “are not satisfied with what mainstream retail in Canada has to offer, thereby creating further opportunities for imported brands and ethnic retailers to drive category growth.”
The research firm notes that retailers have moved into importing products to meet this demand while Canadian brands catch up: retailer T & T’s imported range of My Beauty Diary masks from Taiwan is currently a bestseller.
Convenience
The increasing popularity in spray formats for products signals increasing consumer preference for convenience in their products, a demand that is also reflected in customer enthusiasm for streamlined retail channels.
Cosmetics shoppers are increasingly rejecting Canada’s traditionally crowded high street retail options, directing their purchases largely onto ‘category captains’, according to the market analysts.
New online retail avenues are responding to the demand for convenient retail, with Shoppers Drug Mart, the biggest beauty retailer in the country, recently partnering up with online retail giant Beyond the Rack to begin offering its consumers online purchasing option.