Table of Contents
Scope and Themes
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- Data sources and methodology
- Sales data
- Consumer survey data
- Advertising Clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance
- Opportunities exist in certain areas
- Category sales concentrated among four players
- Drug stores gain share
- Johnson & Johnson has a slight lead in market share
- Some innovation still evident in this category
- Usage, attitudes and motivations
Insights and Opportunities
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- Firming creams go pro, other companies look to niche markets
- Organic or natural products continue to be in demand, yet consumers don’t know what they’re getting
- Anti-aging claims becoming ubiquitous
- A flight to value
- Moisture, moisture everywhere
Inspire Insights
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- Finding the time but not the money
- Seasons to warm sales all year round
Market Size and Forecast
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- Key points
- Future growth in question as new products fail to stimulate the category
- Bodycare sales and forecast
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- Figure 1: U.S. FDMx sales of bodycare, at current prices, 2004-14
- Figure 2: U.S. FDMx sales of bodycare, at inflation-adjusted prices, 2004-14
- Walmart sales
Competitive Context
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- Skin and bath care converge
- Spa treatments compete with bodycare products
- Companies touting value AND quality
Retail Channels
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- Key points
- Drugstores still lead but “other” channels are poised for growth
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- Figure 3: U.S. FDMx sales of bodycare, by retail channel, 2008 and 2009
Drug Stores
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- Key points
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- Figure 4: Drug store sales of bodycare, 2004-09
All Other Channels
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- Key points
- Other channels will continue to hold top spot
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- Figure 5: Other FDMx channel sales of bodycare, 2004-09
Market Drivers
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- Poor economy affecting personal care spend
- Demographic shifts in ethnicity will have increasing impact
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- Figure 6: U.S. population and projections and usage of bodycare products, by race/Hispanic origin, 2003-13
- At-home treatments on the rise
Leading Companies
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- Key points
- Johnson & Johnson loosening its grip
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- Figure 7: FDMx sales of bodycare, by leading manufacturers, 2008 and 2009
Brand Share—Bodycare Brands
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- Key points
- Consumers looking for the basics?
- J&J aims a broadside at the market
- Manufacturer and brand sales
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- Figure 8: FDMx brand sales of bodycare in the U.S., 2008 and 2009
Brand Qualities
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- Nivea
- Lubriderm
- Victoria’s Secret
- Mary Kay
Innovation and Innovators
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- Key points
- New scents bring a feel for the Mediterranean and tropics
- Firming is still a priority
- Ultra-moisturizing a popular approach
- “Green” solutions
- Increased focus on diversity
Advertising and Promotion
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- Overview
- Aveeno Daily Moisturizing Lotion
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- Figure 9: Television ad Aveeno Daily Moisturizing Lotion, 2009
- Gold Bond Ultimate Soothing Lotion
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- Figure 10: Television ad Gold Bond Ultimate Soothing Lotion, 2008
- Jergens Natural Hydrate
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- Figure 11: Television ad Jergens Naturals Hydrate, 2009
- Lubriderm Daily Moisture
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- Figure 12: Television ad Lubriderm Daily Moisture, 2009
- Nivea Body Goodbye Cellulite
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- Figure 13: Television ad Nivea Body Goodbye Cellulite, 2009
- Vaseline Intensive Rescue Clinical Therapy
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- Figure 14: Television ad Vaseline Intensive Rescue Clinical Therapy, 2008
Usage of Bodycare Products
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- Key points
- Overall bodycare usage
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- Figure 15: Use of moisturizers, creams, and lotions, by gender and age, October 2007-December 2008
- Regular moisturizers the preferred type
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- Figure 16: Type of moisturizers, creams, and lotions used, by gender, October 2007-December 2008
- Lotions the preferred form
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- Figure 17: Forms of moisturizers, creams, and lotions used, by gender, October 2007-December 2008
- Moisturizer brands preferred
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- Figure 18: Brands of moisturizers, creams, and lotions used, by gender, October 2007-December 2008
- Figure 19: Brands of moisturizers, creams, and lotions used, by household income, October 2007-December 2008
Attitudes and Motivations
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- Key points
- Purchasing behavior
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- Figure 20: Purchasing behavior for hand lotion, by gender and age, April 2009
- Attitudes towards bodycare
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- Figure 21: Attitudes towards hand and body lotion, by gender and age, April 2009
- Preferred qualities in body lotion
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- Figure 22: Qualities looked for in body lotion, by gender and age, April 2009
- Single or multiple products used for hand and body
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- Figure 23: Preferred use of hand and body lotion, by gender, April 2009
- Figure 24: Preferred use of hand and body lotion, by household income, April 2009
- Seasonal use of hand and body lotion
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- Figure 25: Seasonal routine for using hand and body lotion, by gender and age, April 2009
Impact of Race/Hispanic Origin
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- Key points
- Use of bodycare products
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- Figure 26: Use and frequency of moisturizers, creams, and lotions, by race/Hispanic Origin, October 2007-December 2008
- Preferred types of moisturizers among ethnicities
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- Figure 27: Type of moisturizers, creams, and lotions used, by race/Hispanic Origin, October 2007-December 2008
- Preferred forms of moisturizers
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- Figure 28: Forms of moisturizers, creams, and lotions used, by race/Hispanic Origin, October 2007-December 2008
- Attitudes towards bodycare products
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- Figure 29: Attitudes towards hand and body lotion, by race/Hispanic Origin, April 2009
- Preferred qualities in body lotions
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- Figure 30: Qualities looked for in bodycare products, by race/Hispanic Origin, April 2009
- Brands used
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- Figure 31: Brands of moisturizers, creams, and lotions used, by race/Hispanic Origin, October 2007-December 2008
Teens
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- Use of moisturizers, creams, and lotions
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- Figure 32: Use of moisturizers, creams, and lotions—teens, by age and gender, October 2007-December 2008
- Regular moisturizers the preferred type by teens
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- Figure 33: Type of moisturizers, creams, and lotions used, by age and gender, October 2007-December 2008
- Lotions also preferred by teens
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- Figure 34: Forms of moisturizers, creams, and lotions used, by age and gender, October 2007-December 2008
- Moisturizer brands preferred among teens
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- Figure 35: Brands of moisturizers, creams, and lotions used—teens, by age and gender, October 2007-December 2008
Cluster Analysis
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- Uniform, one-bottlers
- Winter wipers
- Experimenting differentiators
- Cluster characteristics
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- Figure 36: Hand and body lotion buyer clusters, April 2009
- Figure 37: Hand or body lotion purchasing behavior, by clusters, April 2009
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- Figure 38: Preferred qualities for hand and body lotion, by clusters, April 2009
- Figure 39: Preferred use of hand and body lotion, by clusters, April 2009
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- Figure 40: Seasonal routine for using hand and body lotion, by clusters, April 2009
- Figure 41: Frequency of buying hand or body lotion as a gift, by clusters, April 2009
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- Figure 42: Attitudes towards hand and body lotion, by clusters, April 2009
- Figure 43: Retail destinations for hand and body lotion, by clusters, April 2009
- Cluster demographics
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- Figure 44: Hand and body lotion buyer clusters, by gender, April 2009
- Figure 45: Hand and body lotion buyer clusters, by age group, April 2009
- Figure 46: Hand and body lotion buyer clusters, by income group, April 2009
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- Figure 47: Hand and body lotion buyer clusters, by race, April 2009
- Figure 48: Hand and body lotion buyer clusters, by Hispanic origin, April 2009
- Methodology
Custom Consumer Groups
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- Purchasing behavior
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- Figure 49: Purchasing behavior for hand lotion, by marital status and presence of children, April 2009
- Preferred qualities in body lotion
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- Figure 50: Qualities looked for in bodycare products, by marital status and presence of children, April 2009
- Preferred use of hand and body lotion
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- Figure 51: Preferred use of hand and body lotion, by marital status and presence of children, April 2009
IRI/Builders Panel Data- Key Household Purchase Measures
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- Hand and body lotion
- Brand map
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- Figure 52: Brand map, selected brands of hand and body lotion, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 53: Key purchase measures for the top brands of hand and body lotion, by household penetration, 2008*
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Other Useful Consumer Tables
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- Purchasing behavior and frequency of purchase
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- Figure 54: Purchasing behavior for body lotion, by gender and age, April 2009
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- Figure 55: Frequency of hand/body lotion gift purchases, by gender and age, April 2009
- Brands used by race/Hispanic origin
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- Figure 56: Brands of moisturizers, creams, and lotions used, by race/Hispanic origin, October 2007-December 2008
- Teens’ preferred moisturizer types and forms
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- Figure 57: Types of moisturizers, creams, and lotions used—teens, by age and gender, October 2007-December 2008
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- Figure 58: Forms of moisturizers, creams, and lotions used—teens, by age and gender, October 2007-December 2008
Appendix: Trade Associations
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