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Body Care and Deodorant - US - June 2015

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Market experiencing steady growth lead by APDO products
Figure 1: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2010-20
Product usage widespread, body care lower among men and aging consumers
Figure 2: Body care usage and APDO usage within the past 12 months, February 2015
Market boosted by incidence of skin conditions, usage higher among Black consumers
Figure 3: Body care usage and APDO usage within the past 12 months, by race, February 2015
The opportunities
Advertising, doctor/dermatologist recommendations reach body care consumers
Figure 4: Important factors driving body care purchase - any, February 2015
Focus on convenient formats, such as sprays
Figure 5: Spray benefit formats, February 2015
Light moisture options, repositioned branding may encourage more frequent body care use
Figure 6: Brand attributes, February 2015
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Body care and deodorant market experiencing growth
Market competing with body spray, shower products
Opportunities with increasing population of Black consumers, aging population
MARKET SIZE AND FORECAST
Historic and projected sales for body care and deodorant
Figure 7: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2010-20
Figure 8: Total US sales and forecast of body care and deodorant, at current prices, 2010-20
MARKET BREAKDOWN
APDO segment boosts market, foot care struggles
Figure 9: Total U.S. retail sales of body care and deodorant products, by segment, at current prices, 2013 and 2015(est.)
Sales primarily occur beyond supermarket and drug store channels
Figure 10: Total US retail sales of body care and deodorant products, by channel, at current prices, 2010-15
MARKET PERSPECTIVE
Alternatives such as body spray, moisturizing body wash impact market
Struggles in nail care market impact foot care sales
Body care and deodorant lose spend to facial skincare, fragrances
Figure 11: Personal care budget allocations, 2014 (est.)
MARKET FACTORS
Aging consumers present challenges
Figure 12: US Population by age, 2010-20
Increasing population, especially of Black consumers, improves market
Figure 13: US Population by race and Hispanic origin, 2010-20
Growing incidence of skin related conditions
Children continue to enter puberty at a younger age
Cold weather drives sales for body care, slows 2014 growth
Figure 14: Average winter temperatures, contiguous US, Dec-Feb, 2009-15
Brand perceptions, limited daily use options slowing down the market
KEY PLAYERS – WHAT YOU NEED TO KNOW
Smaller companies compete for market share
APDO benefits from spray product launches, body care from unique benefits
Anti-aging body care losing steam, unisex APDO products struggle
Spray successes in APDO open the door for other innovations
MANUFACTURER SALES OF BODY CARE AND DEODORANT
Top two companies dominate, increased competition among others
Manufacturer sales of body care and deodorant
Figure 15: Manufacturer sales of body care and deodorant, 2014 and 2015
WHAT’S WORKING?
Therapeutic hand and body care, products for specific skin conditions boost category
Figure 16: MULO sales of select therapeutic hand and body care products, rolling 52 weeks ending Feb 22, 2015
Unique benefits, increased advertising boost hand and body care segment
Figure 17: Aveeno print ad, 2015
Figure 18: MULO sales of select hand and body care products, rolling 52 weeks ending Feb 22, 2015
Hand and body care products for men
Figure 19: MULO sales of select men’s hand and body care products, in $millions, rolling 52 weeks ending Feb 23 2014 and Feb 22, 2015
Unilever, P&G experience APDO success related to spray formats
Figure 20: MULO sales of select deodorant products, rolling 52 weeks ending Feb 22, 2015
APDO brands focusing on female empowerment boost sales
Figure 21: Dove Women’s open letter to the armpit commercial, 2014
Figure 22: Degree motionsense “improve everything” commercial, 2014
Figure 23: MULO sales of select women’s deodorant products, rolling 52 weeks ending Feb 22, 2015
WHAT’S STRUGGLING?
Anti-aging hand and body care products losing steam
Figure 24: MULO sales of select anti-aging body products, 2012-14
Foot care sales remain flat in light of struggling nail care market
Figure 25: MULO sales of select foot care products, 2012-14
Unisex APDO products struggle to compete with gender specific products
Figure 26: M ULO sales of select unisex deodorants, 2012-14
WHAT’S NEXT?
More variety in moisture claims, including products that are long lasting or light
Lotions with beauty benefits replace anti-aging lotions
Unique, convenient formats for hand and body care
APDO products capitalize on spray deodorants using dry benefits
Competition from products that deodorize the full body, not just armpits
THE CONSUMER – WHAT YOU NEED TO KNOW
Body care opportunities exist with men, aging population
Consumers influenced by a variety of factors
New formats, especially sprays, may increase product usage
Body care brand perceptions not addressing key attributes
BODY CARE PRODUCT USAGE
Body care use higher with females, decreases by age
Figure 27: Body care usage within the past 12 months, by age and gender, February 2015
Consumers apply body care products fewer than once per day
Figure 28: Body care use (Mean), by gender and race/Hispanic origin, November 2013 - December 2014
DEODORANT PRODUCT USAGE
APDO use is widespread, decreases with age
Figure 29: APDO usage within the past 12 months, by age and gender, February 2015
Frequency of APDO usage
Figure 30: APDO use (Mean), by gender and race/Hispanic origin, November 2013 - December 2014
TEEN BODY CARE AND DEODORANT USAGE
Figure 31: APDO usage among teens, by gender, November 2013 – December 2014
PURCHASE INFLUENCERS
Consumers influenced by a variety of body care purchasing factors
Figure 32: Important factors driving body care purchase - any, by age, February 2015
APDO consumers most likely to be concerned about effectiveness and scent
Figure 33: Important factors driving deodorant purchase - any, February 2015
PERCEPTIONS AND ATTITUDES
Spray formats viewed as easy to use, convenient
Figure 34: Spray benefit formats, February 2015
Body care attitudes
Figure 35: Body care attitudes, February 2015
BRAND PERCEPTIONS
Improved branding an opportunity in body care market
Figure 36: Brand attributes, February 2015
Advertising pays off, despite consumer perceptions
Brands struggle to be seen as innovative
Figure 37: Vaseline Healing Serum print ad, 2015
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – MARKET
Figure 38: Total US sales and forecast of body care and deodorant, at inflation-adjusted prices, 2010-20
Figure 39: Total US re tail sales and forecast of body care and deodorant products, by segment, at current prices, 2010-20
Figure 40: Total US retail sales of body care and deodorant products, by channel, at current prices, 2013 and 2015
APPENDIX – KEY PLAYERS
Figure 41: MULO sales of hand and body care, by leading companies and brands, rolling 52 weeks 2013 and 2014
Figure 42: MULO sales of foot care, by leading companies and brands, rolling 52 weeks 2013 and 2014
Figure 43: MULO sales of APDO products, by leading companies and brands, rolling 52 weeks 2013 and 2014
APPENDIX – CONSUMER
Figure 44: Usage of APDO products, November 2008 - December 2014
Figure 45: Usage of APDO products, November 2013- December 2014
Figure 46: Usage of body care products, by gender and race, November 2013- December 2014
Figure 47: Body care usage among teens, by gender and race, November 2013 – December 2014

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