Who cares about personal care?

This analysis from YouGov recently appeared in Marketing Week.

Apart from the fact that it perpetrates that irritating habit of lumping together the whole of the 55+ in one big number I wonder what it tells us?

It seems that the UK population, within a 6% margin, seems to be willing to try a cheaper personal care brand. Taking account of the error margin in the research implies there is no discernable difference in this characteristic between the different age groups.

What the analysis does seem to say is that older people are more willing to take a chance that a product is of a lower quality, even if they are the least likely to try cheaper personal care brands. Confused? Join the club. Dick Stroud