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Body Care - US - July 2008

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations
Terms
EXECUTIVE SUMMARY
Sales holding steady
No single company or brand dominates
Influence of gradual tanning and glow is beginning to fade
Dry skin therapy remains the heart of the category
Premium bodycare a subset of overall skincare
All natural on the rise, but faces challenges
Mass channels best suited to driving category volume
Heavy advertising
Usage holds steady
INSIGHTS AND OPPORTUNITIES
Making all natural work
Exploring new territory for mass market bodycare
FAST FORWARD TRENDS
Authenticity
What’s it all about?
MARKET SIZE AND FORECAST
Key points
New products reinvigorate the category…
…but long-term growth remains elusive
Figure 1: Total U.S. FDMx sales and forecast of bodycare, at current prices, 2003-13
Figure 2: Total U.S. FDMx sales and forecast of bodycare, at inflation-adjusted prices, 2003-13
Wal-Mart sales
COMPETITIVE CONTEXT
No single company or brand dominates
New products with cosmetic benefits generate short-term growth but lack staying power
Figure 3: FDMx sales of selected gradual-tan and glow bodycare brands, 2007 and 2008
Dry skin therapy remains the heart of the category
All natural on the rise, but confusion exists over standards
Figure 4: FDMx sales of selected all natural bodycare brands, 2007 and 2008
RETAIL CHANNELS
Key points
Mass channels best suited to driving category volume
Bodycare overshadowed by facial skincare in specialty stores
Figure 5: U.S. FDMx sales of bodycare, by retail channel, 2006 and 2008
RETAIL CHANNELS—DRUG STORES
Key points
Drug channel well suited to bodycare
Figure 6: U.S. sales of bodycare at drug stores, 2003-08
RETAIL CHANNELS—OTHER IRI
Key points
Wal-Mart leads on price while others try to reframe value on other terms
Figure 7: U.S. sales of bodycare at other IRI stores, 2003-08
MARKET DRIVERS
Subtle shifts in population composition may point to opportunities
Figure 8: U.S. population and projections and usage of bodycare products, by age, 2003-13
Figure 9: U.S. population and projections and usage of bodycare products, by race/ethnicity, 2003-13
LEADING COMPANIES
Key points
Leading competitors maintain share with multi-brand portfolios
Other companies bring diverse strengths to the category
Figure 10: FDMx sales of leading bodycare product companies, 2007 and 2008
SELECTED BRAND ANALYSIS—MASS MARKET PRODUCTS
Key points
The category still rests on a foundation of dry skin therapy
Figure 11: Selected FDMx brand sales of mass merchandise bodycare products in the U.S., 2007 and 2008
SELECTED BRAND ANALYSIS—PREMIUM BRANDS
Premium bodycare a subset of overall skincare
Bliss
Fresh
Clarins
Bath & Body Works
Clinique
Anthony Logistics
BRAND QUALITIES
Vaseline builds on brand strengths to reassert category leadership
“Active Naturals” anchor Aveeno
Beauty brand showdown: Jergens versus Nivea
INNOVATION AND INNOVATORS
Nivea’s Good-bye Cellulite 30-day Body Beauty Program
Aveeno Continuous Radiance customized dial
Curél Life Stages
Vaseline Men
ADVERTISING AND PROMOTION
 OVERVIEW
Figure 12: Media expenditures for selected bodycare brands from Brandweek’s Superbrands report, 2008
Moisture
Figure 13: Vaseline Intensive Rescue, 2008
Figure 14: Olay Quench, 2008
Figure 15: Dove Cream Oil Body Lotion, 2008
Figure 16: Lubriderm, 2008
Figure 17: Gold Bond Ultimate Healing, 2008
Protection
Figure 18: Aveeno summer, 2008
Figure 19: Aveeno winter, 2008
Figure 20: Eucerin Everyday Protection, 2008
Appearance
Figure 21: Jergens Natural Glow, 2008
Figure 22: Nivea Smooth Sensations, 2008
Vaseline’s celebration of skin
Figure 23: Vaseline brand campaign, 2008
USAGE
Usage and frequency holds steady
Figure 24: Use and frequency of use of moisturizers, creams, and lotions, 2004-07
Figure 25: Use of moisturizers, creams, and lotions, by gender and age, January-November 2007
Figure 26: Average number of times moisturizers, creams, and lotions used in past week, by gender, January-November 2007
Regular moisturizers by far the preferred type
Figure 27: Type of moisturizers, creams, and lotions used, by gender, January-November 2007
Lotions the preferred form
Figure 28: Forms of moisturizers, creams, and lotions used, by gender, January-November 2007
Moisturizer brands preferred
Figure 29: Brands of moisturizers, creams, and lotions used, by gender, January-November 2007
ATTITUDES AND MOTIVATIONS
Purchasing behavior
Figure 30: Purchasing behavior for hand and body lotion, by gender and age, May 2008
Attitudes towards bodycare
Figure 31: Attitudes towards hand and body lotion, by gender and age, May 2008
Preferred qualities in body lotion
Figure 32: Qualities looked for in bodycare products, by gender and age, May 2008
Preferred use of hand and body lotion
Figure 33: Preferred use of hand and body lotion, by gender, May 2008
Seasonal use of hand and body lotion
Figure 34: Seasonal routine for using hand and body lotion, by gender and age, May 2008
Figure 35: Frequency of hand/body lotion gift purchases, by gender and age, May 2008
RACE/ETHNICITY
Use of bodycare products
Figure 36: Use and frequency of use of moisturizers, creams, and lotions, by race/ethnicity, January-November 2007
Preferred types of moisturizers among ethnicities
Figure 37: Type of moisturizers, creams, and lotions used, by race/ethnicity, January-November 2007
Preferred forms of moisturizers among ethnicities
Figure 38: Forms of moisturizers, creams, and lotions used, by race ethnicity, January-November 2007
Brands used by ethnicity
Figure 39: Brands of moisturizers, creams, and lotions used, by race/ethnicity, January-November 2007
Purchasing behavior
Figure 40: Purchasing behavior for hand and body lotion, by race/ethnicity, May 2008
Attitudes towards bodycare products
Figure 41: Attitudes towards hand and body lotion, by race/ethnicity, May 2008
Preferred qualities in body lotions
Figure 42: Qualities looked for in bodycare products, by race/ethnicity, May 2008
TEENS
Use of moisturizers, creams, and lotions
Figure 43: Use and frequency of use of moisturizers, creams, and lotions—teens, by age and gender, January-November 2007
Teen preferred moisturizer types and forms
Figure 44: Types of moisturizers, creams, and lotions used—teens, by age and gender, January-November 2007
Figure 45: Forms of moisturizers, creams, and lotions used—teens, by age and gender, January-November 2007
Moisturizer brands preferred among teens
Figure 46: Brands of moisturizers, creams, and lotions used—teens, by age and gender, January-November 2007
CLUSTER ANALYSIS
Experimental, extravagant separators
Thrifty winter-wonders
Unseasonables
Cluster characteristics
Figure 47: Body lotion buyer clusters, May 2008
Figure 48: Purchasing behavior for hand and body lotion, by body lotion buyer clusters, May 2008
Figure 49: Qualities looked for in bodycare products, by body lotion buyer clusters, May 2008
Figure 50: Preferred use of hand and body lotion, by body lotion buyer clusters, May 2008
Figure 51: Seasonal routine for using hand and body lotion, by body lotion buyer clusters, May 2008
Figure 52: Attitudes towards hand and body lotion, by body lotion buyer clusters, May 2008
Cluster demographics
Figure 53: Body lotion buyer clusters, by gender, May 2008
Figure 54: Body lotion buyer clusters, by age, May 2008
Figure 55: Body lotion buyer clusters, by race, May 2008
Figure 56: Body lotion buyer clusters, by Hispanic origin, May 2008
Methodology
CUSTOM CONSUMER GROUPS
Gender and age
Figure 57: Purchasing behavior for hand and body lotion, by gender and age, May 2008
Figure 58: Qualities looked for in bodycare products, by gender and age, May 2008
Figure 59: Attitudes towards hand and body lotion, by gender and age, May 2008
Race/ethnicity and age
Figure 60: Purchasing behavior for hand and body lotion, by race/ethnicity and age, May 2008
Figure 61: Qualities looked for in bodycare products, by race/ethnicity and age, May 2008
Figure 62: Attitudes towards hand and body lotion, by race/ethnicity and age, May 2008
IRI/BUILDERS PANEL DATA
Consumer insights—hand and body lotion
Figure 63: Household sales of top 10 brands of hand and body lotion, by household penetration, for the 52 weeks ending 12/30/07.
APPENDIX: OTHER USEFUL CONSUMER TABLES
Types, attitudes and brands by age
Figure 64: Type of moisturizers, creams, and lotions used, by age, January-November 2007
Figure 65: Brands of moisturizers, creams, and lotions used, by age, January-November 2007
Figure 66: Preferred use of hand and body lotion, by age, May 2008
Figure 67: Frequency of hand/body lotion gift purchases, by gender and age, May 2008
Types, attitudes and brands by race/ethnicity
Figure 68: Preferred use of hand and body lotion, by race/ethnicity, May 2008
Figure 69: Seasonal routine for using hand and body lotion, by race/ethnicity, May 2008
Figure 70: Frequency of hand/body lotion gift purchases, by race/ethnicity, May 2008
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: IRI/BUILDERS PANEL DATA DEFINITIONS

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