Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total U.S. retail sales and fan chart forecast of body care, at current prices, 2007-17
- Market factors
- Slow economic rebound hinders category growth
- Category participation on the rise, women continue to drive sales
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- Figure 2: Hand and body lotion usage, by gender, March 2011 and April 2012
- Market segmentation
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- Figure 3: Sales of body care products, segmented by type, 2010 and 2012
- Retail channels
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- Figure 4: Sales of body care products, by channel, 2010 and 2012
- Innovation
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- Figure 5: Body care product launches, by top 10 claims, 2007-11
- The consumer
- Hand lotions popular among 25+, body lotion favored by 25-54s
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- Figure 6: Hand and body lotion usage, by age, April 2012
- Extra moisturizing claim strikes chord with majority of product users
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- Figure 7: Select body care product qualities sought, March 2011 and April 2012
- What we think
Issues in the Market
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- How is the expanding interest in men’s body care impacting the market?
- How can brands increase usage/purchase occasion among body care product consumers?
- How will an aging population impact growth in body care product sales?
- What might the anti-aging body care segment do to increase sales?
Insights and Opportunities
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- Position body care products as practical gifts
- Increase focus on men’s products
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- Figure 8: Men’s body and hand lotion usage, March 2011 and April 2012
- Expand consumer options through product specialization
- Specific use
- Specific function/specific usage occasion
- A different product for a different time of year
- A natural approach
Inspire Insights
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- Trend: Prove It
- Trend: Girly Men
Market Size and Forecast
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- Key points
- Category sales decline 10% from 2007-12
- Sales and forecast of body care products
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- Figure 9: Total U.S. retail sales and forecast of body care products, at current prices, 2007-17
- Figure 10: Total U.S. retail sales and forecast of body care, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 11: Total U.S. retail sales and fan chart forecast of body care, at current prices, 2007-17
- Walmart sales
Market Drivers
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- Key points
- Slow economic rebound hinders category
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- Figure 12: University of Michigan’s index of consumer sentiment, 2006-(Q1)2012
- Women will continue to drive sales
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- Figure 13: Female population, by age, 2006-16
- Figure 14: Body care product qualities sought, by female and age, April 2012
Competitive Context
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- Consumers seek moisture in bath products
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- Figure 15: Soap purchasing attributes, by gender, January 2012
Segment Performance
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- Key points
- Hand and body lotion dominate body care category
- Sales of body care products, by segment
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- Figure 16: Sales of body care products, segmented by type, 2010 and 2012
Segment Performance—Hand and Body Lotion
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- Key points
- Sales of hand and body lotion declined by 10% from 2007-12
- Sales and forecast of hand and body lotion
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- Figure 17: Sales and forecast of hand and body lotion, at current prices, 2007-17
Segment Performance—Body Anti-Aging Lotion
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- Key points
- Relatively small body anti-aging segment sees high volatility
- Sales and forecast of body anti-aging lotion
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- Figure 18: Sales and forecast of body anti-aging lotion, at current prices, 2007-17
Retail Channels
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- Key points
- Other channels lead category sales, losses
- Sales of body care products, by channel
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- Figure 19: Sales of body care products, by channel, 2010 and 2012
Retail Channels—Supermarkets
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- Key points
- Supermarket sales decline by 4% from 2007-12
- Supermarket sales of body care products
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- Figure 20: Supermarket sales of body care products, at current prices, 2007-12
Retail Channels—Drug Stores
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- Key points
- Drug stores only channel to see gains from 2007-12
- Drug store sales of body care products
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- Figure 21: Drug store sales of body care products, at current prices, 2007-12
Retail Channels—Other Retail Channels
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- Key points
- Consumers search for cost savings strains “other” channels
- Other retail channel sales of body care products
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- Figure 22: Other retail channel sales of body care products, at current prices, 2007-12
The Natural Supermarket Channel
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- Key points
- Natural channel sees growth from 2009-11
- Sales of body care in the natural grocery channel
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- Figure 23: Natural supermarket sales of body care, at current prices, 2009-11
- Figure 24: Natural supermarket sales of body care, at inflation-adjusted prices, 2009-11
Leading Companies
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- Key points
- A few leaders comprise the bulk of sales, affordability is key
- Manufacturer sales of body care products
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- Figure 25: Select manufacturer sales of body care products at FDMx, 2011 and 2012
Brand Share—Hand and Body Lotion
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- Key points
- Little movement among leaders seen, natural may be key to growth
- Leading companies' FDMx sales of hand and body lotion
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- Figure 26: Manufacturer sales of hand and body lotion at FDMx, 2011 and 2012
Brand Share—Body Anti-Aging Products
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- Key points
- P&G’s Olay represents 53.2% of body anti-aging sales
- Leading companies' FDMx sales of body anti-aging products
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- Figure 27: Manufacturer sales of body anti-aging products at FDMx, 2011 and 2012
Companies/Brands by Average Price per Unit—Hand and Body Lotion
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- Overview
- High-priced hand and body products available across retail channels
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- Figure 28: Select FDMx manufacturer sales of body and hand lotion, by high average price by brand, 2011 and 2012*
- Medium-priced hand and body products show wide price range
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- Figure 29: Select FDMx manufacturer sales of body and hand lotion, by medium average price by brand, 2011 and 2012*
- Low-price hand and body products have significant brand awareness
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- Figure 30: Select FDMx manufacturer sales of body and hand lotion, by low average price by brand, 2011 and 2012*
Companies/Brands by Average Price per Unit—Body Anti-Aging Products
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- High price of body anti-aging segment may challenge performance
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- Figure 31: Select FDMx manufacturer sales of body anti-aging products, by high average price by brand, 2011 and 2012*
- Medium price products comprise segment sales leaders
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- Figure 32: Select FDMx manufacturer sales of body anti-aging products, by medium average price by brand, 2011 and 2012*
- Low average price products lack strong sales performance
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- Figure 33: Select FDMx manufacturer sales of body and hand lotion, by low average price by brand, 2011 and 2012*
Innovations and Innovators
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- New Product Launch Trends
- New product releases slow in the wake of recession/recalls
- Time/speed claims on the rise
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- Figure 34: Body care product launches, by top 10 claims, 2007-12*
- Private label makes product launch gains
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- Figure 35: Body care product launches, by private label share, 2007-12*
- Product Innovations
- New formats
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- Figure 36: Preferred hand lotion and/or body lotion format, April 2012
- Extreme
- Men
- Functional
- Natural
- Professional recommendation/proven efficacy
- Gifting
Marketing Strategies
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- Overview of brand landscape
- Brand analysis: Eucerin
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- Figure 37: Brand analysis of Eucerin, 2012
- Online initiatives
- TV presence
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- Figure 38: Eucerin TV ad, “Itch Relief,” 2012
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- Figure 39: Eucerin TV ad, “Daily Care,” 2012
- Brand analysis: Nivea
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- Figure 40: Brand analysis of Nivea, 2012
- Online initiatives
- TV presence
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- Figure 41: Nivea TV ad, “48-Hour Relief,” 2012
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- Figure 42: Nivea TV ad, “Long-Lasting Moisture,” 2011
- Brand analysis: Aveeno
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- Figure 43: Brand analysis of Aveeno, 2012
- Online initiatives
- TV presence
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- Figure 44: Aveeno TV ad, “For Life,” 2012
- Figure 45: Aveeno TV ad, “Natural Barrier,” 2012
Product Usage
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- Key points
- Use of body care products on the rise
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- Figure 46: Body and hand lotion usage, March 2011 and April 2012
- Figure 47: Frequency of lotion usage, April 2012
- Women are highest-frequency users
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- Figure 48: Frequency of lotion usage, by gender, April 2012
- Hand lotions popular among 25+, body lotion favored by 25-54s
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- Figure 49: Frequency of lotion usage, by age, April 2012
- Lowest-income earners least likely to participate in category
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- Figure 50: Frequency of lotion usage, by household income, April 2012
- Usage higher among consumers with children
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- Figure 51: Frequency of lotion usage, by presence of children in household, April 2012
Where Use
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- Key points
- Consumers exhibit flexibility in product usage
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- Figure 52: Where hand lotion and/or body lotion is used, April 2012
- Women more likely to use products for intended use
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- Figure 53: Where hand and body lotion is used, by gender, April 2012
- Lowest-income earners attracted by multitaskers
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- Figure 54: Where body lotion is used, by household income, April 2012
Product Qualities
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- Key points
- Extra moisturizing claim strikes chord with majority of product users
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- Figure 55: Body care product qualities sought, March 2011 and April 2012
- An emphasis on functional benefits of products may attract men
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- Figure 56: Body care product qualities sought, by gender, April 2012
- Interest in qualities span age groups
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- Figure 57: Body care product qualities sought, by age, April 2012
Body Care Selection
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- Key points
- Men stick with favorites, women like to try new brands
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- Figure 58: Body care brand and product selection, by gender, April 2012
- Young consumers open to new products, swayed by price
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- Figure 59: Body care brand and product selection, by age, April 2012
- Openness to new brands spans income levels, low price attracts lower income earners
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- Figure 60: Body care brand and product selection, by household income, April 2012
Purchase Location
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- Key points
- Common purchase locations give insight into perception of category
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- Figure 61: Body care products purchase location, by gender, April 2012
- High-income earners exhibit greater range of purchase locations
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- Figure 62: Body care products purchase location, by household income, April 2012
Usage Habits
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- Key points
- Product specificity likely to find favor among consumers
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- Figure 63: Body care products usage habits – Any agree, by gender, April 2012
- 25-34s appear as highly engaged users
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- Figure 64: Body care products usage habits – Any agree, by age, April 2012
When Use
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- Key points
- Women vary usage occasion, post-workout blends may attract men
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- Figure 65: When body care products are used, by gender, April 2012
- Consumers 55+ exhibit greatest range of product use
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- Figure 66: When body care products are used, by age, April 2012
Impact of Race and Hispanic Origin
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- Key points
- Black and Asian consumers most likely/frequent users
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- Figure 67: Moisturizer/cream/lotion usage, by race/Hispanic origin, October 2010-November 2011
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- Figure 68: Frequency of lotion usage, by race/Hispanic origin, April 2012
- Opportunity for area-specific products among blacks and Asians
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- Figure 69: Where body lotion is used, by race/Hispanic origin, April 2012
- Hispanic consumers may be attracted by added claims
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- Figure 70: Body care product qualities seek, by race/Hispanic origin, April 2012
- Black consumers stay loyal to brands, Asians like to try new products
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- Figure 71: Body lotion brand and product selection, by race/Hispanic origin, April 2012
- Gifting appears as opportunity for Hispanic consumer engagement
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- Figure 72: Body care products usage habits – Any agree, by race/Hispanic origin, April 2012
Cluster Analysis
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- Cluster 1: Dried Ups
- Demographics
- Characteristics
- Opportunity
- Cluster 2: Smooth Operators
- Demographics
- Characteristics
- Opportunity
- Cluster 3: Firm Users
- Demographics
- Characteristics
- Opportunity
- Cluster 4: Simple Spreaders
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 73: Target groups, April 2012
- Figure 74: Frequency of lotion usage, by target groups, April 2012
- Figure 75: Where hand and body lotion is used, by target groups, April 2012
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- Figure 76: Body care product qualities sought, by target groups, April 2012
- Figure 77: Hand and body lotion brand and product selection, by target groups, April 2012
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- Figure 78: Body care products purchase location, by target groups, April 2012
- Figure 79: Body care products usage habits – Any agree, by target groups, April 2012
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- Figure 80: When body care products are used, by target groups, April 2012
- Figure 81: Preferred hand and body lotion product format, by target groups, April 2012
- Cluster demographic tables
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- Figure 82: Target groups, by demographic, April 2012
- Cluster methodology
Key Household Purchase Measures—SymphonyIRI Builders Panel
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- Body care products
- Consumer insights on key purchase measures
- Brand map
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- Figure 83: Brand map, selected brands of body care products buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 84: Key purchase measures for the top brands of body care products, by household penetration, 52 weeks ending June 26, 2011
Appendix: Other Useful Consumer Tables
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- Figure 85: Where hand and body lotion is used, by gender and age, April 2012
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- Figure 86: Body care product qualities seek, by male and age, April 2012
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- Figure 87: Body care product qualities sought, by household income, April 2012
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- Figure 88: Body care product qualities sought, by region, April 2012
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- Figure 89: Body care products purchase location, by age, April 2012
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- Figure 90: Body care products usage habits – Any agree, by household income, April 2012
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- Figure 91: When body care products are used, by household income, April 2012
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- Figure 92: Preferred hand and body lotion product format, by age, April 2012
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Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix: Trade Associations
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