Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations
- Terms
Executive Summary
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- 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
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- Making all natural work
- Exploring new territory for mass market bodycare
Fast Forward Trends
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- Authenticity
- What’s it all about?
Market Size and Forecast
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- Key points
- New products reinvigorate the category…
- …but long-term growth remains elusive
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- 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
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- No single company or brand dominates
- New products with cosmetic benefits generate short-term growth but lack staying power
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- 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
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- Figure 4: FDMx sales of selected all natural bodycare brands, 2007 and 2008
Retail Channels
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- Key points
- Mass channels best suited to driving category volume
- Bodycare overshadowed by facial skincare in specialty stores
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- Figure 5: U.S. FDMx sales of bodycare, by retail channel, 2006 and 2008
Retail Channels—Drug Stores
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- Key points
- Drug channel well suited to bodycare
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- Figure 6: U.S. sales of bodycare at drug stores, 2003-08
Retail Channels—Other IRI
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- Key points
- Wal-Mart leads on price while others try to reframe value on other terms
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- Figure 7: U.S. sales of bodycare at other IRI stores, 2003-08
Market Drivers
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- Subtle shifts in population composition may point to opportunities
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- 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
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- Key points
- Leading competitors maintain share with multi-brand portfolios
- Other companies bring diverse strengths to the category
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- Figure 10: FDMx sales of leading bodycare product companies, 2007 and 2008
Selected Brand Analysis—Mass Market Products
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- Key points
- The category still rests on a foundation of dry skin therapy
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- Figure 11: Selected FDMx brand sales of mass merchandise bodycare products in the U.S., 2007 and 2008
Selected Brand Analysis—Premium Brands
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- Premium bodycare a subset of overall skincare
- Bliss
- Fresh
- Clarins
- Bath & Body Works
- Clinique
- Anthony Logistics
Brand Qualities
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- Vaseline builds on brand strengths to reassert category leadership
- “Active Naturals” anchor Aveeno
- Beauty brand showdown: Jergens versus Nivea
Innovation and Innovators
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- Nivea’s Good-bye Cellulite 30-day Body Beauty Program
- Aveeno Continuous Radiance customized dial
- Curél Life Stages
- Vaseline Men
Advertising and Promotion
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- Overview
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- Figure 12: Media expenditures for selected bodycare brands from Brandweek’s Superbrands report, 2008
- Moisture
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- Figure 13: Vaseline Intensive Rescue, 2008
- Figure 14: Olay Quench, 2008
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- Figure 15: Dove Cream Oil Body Lotion, 2008
- Figure 16: Lubriderm, 2008
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- Figure 17: Gold Bond Ultimate Healing, 2008
- Protection
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- Figure 18: Aveeno summer, 2008
- Figure 19: Aveeno winter, 2008
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- Figure 20: Eucerin Everyday Protection, 2008
- Appearance
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- Figure 21: Jergens Natural Glow, 2008
- Figure 22: Nivea Smooth Sensations, 2008
- Vaseline’s celebration of skin
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- Figure 23: Vaseline brand campaign, 2008
Usage
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- Usage and frequency holds steady
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- Figure 24: Use and frequency of use of moisturizers, creams, and lotions, 2004-07
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- 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
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- Figure 27: Type of moisturizers, creams, and lotions used, by gender, January-November 2007
- Lotions the preferred form
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- Figure 28: Forms of moisturizers, creams, and lotions used, by gender, January-November 2007
- Moisturizer brands preferred
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- Figure 29: Brands of moisturizers, creams, and lotions used, by gender, January-November 2007
Attitudes and Motivations
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- Purchasing behavior
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- Figure 30: Purchasing behavior for hand and body lotion, by gender and age, May 2008
- Attitudes towards bodycare
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- Figure 31: Attitudes towards hand and body lotion, by gender and age, May 2008
- Preferred qualities in body lotion
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- Figure 32: Qualities looked for in bodycare products, by gender and age, May 2008
- Preferred use of hand and body lotion
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- Figure 33: Preferred use of hand and body lotion, by gender, May 2008
- Seasonal use of hand and body lotion
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- Figure 34: Seasonal routine for using hand and body lotion, by gender and age, May 2008
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- Figure 35: Frequency of hand/body lotion gift purchases, by gender and age, May 2008
Race/Ethnicity
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- Use of bodycare products
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- Figure 36: Use and frequency of use of moisturizers, creams, and lotions, by race/ethnicity, January-November 2007
- Preferred types of moisturizers among ethnicities
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- Figure 37: Type of moisturizers, creams, and lotions used, by race/ethnicity, January-November 2007
- Preferred forms of moisturizers among ethnicities
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- Figure 38: Forms of moisturizers, creams, and lotions used, by race ethnicity, January-November 2007
- Brands used by ethnicity
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- Figure 39: Brands of moisturizers, creams, and lotions used, by race/ethnicity, January-November 2007
- Purchasing behavior
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- Figure 40: Purchasing behavior for hand and body lotion, by race/ethnicity, May 2008
- Attitudes towards bodycare products
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- Figure 41: Attitudes towards hand and body lotion, by race/ethnicity, May 2008
- Preferred qualities in body lotions
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- Figure 42: Qualities looked for in bodycare products, by race/ethnicity, May 2008
Teens
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- Use of moisturizers, creams, and lotions
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- 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
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- 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
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- Figure 46: Brands of moisturizers, creams, and lotions used—teens, by age and gender, January-November 2007
Cluster Analysis
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- Experimental, extravagant separators
- Thrifty winter-wonders
- Unseasonables
- Cluster characteristics
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- 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
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- 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
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- Figure 52: Attitudes towards hand and body lotion, by body lotion buyer clusters, May 2008
- Cluster demographics
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- 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
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- Figure 56: Body lotion buyer clusters, by Hispanic origin, May 2008
- Methodology
Custom Consumer Groups
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- Gender and age
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- Figure 57: Purchasing behavior for hand and body lotion, by gender and age, May 2008
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- Figure 58: Qualities looked for in bodycare products, by gender and age, May 2008
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- Figure 59: Attitudes towards hand and body lotion, by gender and age, May 2008
- Race/ethnicity and age
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- Figure 60: Purchasing behavior for hand and body lotion, by race/ethnicity and age, May 2008
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- Figure 61: Qualities looked for in bodycare products, by race/ethnicity and age, May 2008
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- Figure 62: Attitudes towards hand and body lotion, by race/ethnicity and age, May 2008
IRI/Builders Panel Data
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- Consumer insights—hand and body lotion
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- 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
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- Types, attitudes and brands by age
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- Figure 64: Type of moisturizers, creams, and lotions used, by age, January-November 2007
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- Figure 65: Brands of moisturizers, creams, and lotions used, by age, January-November 2007
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- Figure 66: Preferred use of hand and body lotion, by age, May 2008
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- Figure 67: Frequency of hand/body lotion gift purchases, by gender and age, May 2008
- Types, attitudes and brands by race/ethnicity
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- Figure 68: Preferred use of hand and body lotion, by race/ethnicity, May 2008
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- Figure 69: Seasonal routine for using hand and body lotion, by race/ethnicity, May 2008
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- 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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