Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Segments data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- FDMx market slowly declines due to lasting effects of the recession and lack of new products
- Drug stores lead the FDMx market
- Shifting demographics will drive future sales
- Four leaders, but only Beiersdorf gains
- Diverse approaches to advertising
- Penetration remains high
- Purchases
- Usage
- Retailers used
- Product qualities
- Attitudes and motivations
- Teen usage
- Impact of race/Hispanic origin
Insights and Opportunities
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- Consumer confusion—what’s in a label?
- The tyranny of choice
Inspire Insights
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- Turbo-Grooming
- What’s it all about?
- Mad Men paves the way for the “retrosexual” look
- Timely cause marketing could increase trial
Market Size and Forecast
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- Key points
- Newer products (and a couple of older ones) help decelerate losses
- Private label thrives staving off deeper declines
- Future growth depends on added qualities and better moisturizing
- Bodycare market size and forecast
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- Figure 1: Total U.S. FDMx sales and forecast of bodycare products, at current prices, 2005-15
- Figure 2: Total U.S. FDMx sales and forecast of bodycare products, at inflation-adjusted prices, 2005-15
- Walmart sales
Competitive Context
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- A virtual four-way tie for competitive dominance
- Private label offers value during a tough economy
- The value of simple moisturizers vs. the cosmetic appeal of glow
Retail Channels
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- Key points
- Drug stores top the FDMx market
- Other FDMx channels, especially mass, compete with price
- Sales of bodycare products, by channel
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- Figure 3: U.S. FDMx sales of bodycare products, by channel, at current prices, 2009 and 2010
Retail Channels—Drug Stores
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- Drug channel expected to grow further in 2010
- Designated sections for skincare at drug stores
- Drug store sales of bodycare products
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- Figure 4: U.S. FDMx sales of bodycare products at drug stores, 2005-10
Retail Channels—Other FDMx
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- Key point
- Other FDMx stores have trouble competing with drug chains
- Other FDMx sales of bodycare products
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- Figure 5: U.S. sales of bodycare products at other FDMx channels, at current prices, 2005-10
Market Drivers
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- Women are core users of bodycare products
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- Figure 6: Purchases of hand or body lotion, by gender, April 2010
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- Figure 7: U.S. female population, by age, 2005-15
- Hispanic interest in added product qualities will grow sales in the coming years
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- Figure 8: Product qualities looked for in body lotion, by race/Hispanic origin, April 2010
- Figure 9: U.S. population, by race and Hispanic origin, 2005-15
- Those aged 24-44 are the most likely to buy hand/body lotion
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- Figure 10: Purchases of hand or body lotion, by age, April 2010
- Figure 11: U.S. population, by age, 2005-15
Leading Companies
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- Key points
- J&J leads, but Beiersdorf grows sales as other top companies decline
- Leaders maintain position through multi-branding
- Leading companies
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- Figure 12: Leading FDMx manufacturer sales of bodycare products in the U.S., 2009 and 2010
Brand Share—Hand and Body Lotion
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- Key points
- J&J loses ground as key Aveeno brands decline
- Beiersdorf’s Eucerin products rise and fall, but overall sales grow
- All Unilever’s Vaseline brands drop, except Vaseline Men
- The success of Jergens Natural Glow fails to increase sales for Kao
- Private label grows as HH budgets tighten
- Manufacturer and brand sales of bodycare products
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- Figure 13: Leading FDMx manufacturer sales of bodycare products in the U.S., 2009 and 2010
Innovation and Innovators
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- Antioxidants
- SPF
- Natural/organic
Brands and the Advertising Landscape
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- Overview of the brand landscape
- Aveeno
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- Figure 14: Brand analysis of Aveeno, 2010
- Web advertising
- TV ads
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- Figure 15: Aveeno Daily Moisturizing television ad, 2010
- Eucerin
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- Figure 16: Brand analysis of Eucerin, 2010
- Web advertising
- TV ads
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- Figure 17: Eucerin Calming Crème television ad, 2009
- Vaseline
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- Figure 18: Brand analysis of Vaseline, 2010
- Web advertising
- TV ads
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- Figure 19: Vaseline Sheer Infusion television ad, 2010
- Figure 20: Vaseline Men television ad, 2010
- Jergens
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- Figure 21: Brand analysis of Jergens, 2010
- Web advertising
- TV ads
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- Figure 22: Jergens Lotion television ad, 2009
Purchases
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- Key points
- Two-thirds buy hand or body lotion
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- Figure 23: Purchases of hand or body lotion, by gender and age, April 2010
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- Figure 24: Purchases of hand or body lotion, by HH income, April 2010
- Most regularly try different products; fewer are brand-loyal
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- Figure 25: Purchase habits for hand or body lotion, by gender and age, April 2010
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- Figure 26: Purchase habits for hand or body lotion, by HH income, April 2010
Usage
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- Key points
- More than six in ten use moisturizers/creams/lotions
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- Figure 27: Use of moisturizers/creams/lotions, by gender and age, November 2008-December 2009
- Lotion is used more than creams
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- Figure 28: Forms of moisturizers/creams/lotions used, by gender and age, November 2008-December 2009
- Most use regular moisturizers/creams/lotions, but sunscreen and anti-aging products are also popular
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- Figure 29: Types of moisturizers/creams/lotions used, by gender and age, November 2008-December 2009
- Brands used
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- Figure 30: Brands of moisturizers/creams/lotions used, by gender and age, November 2008-December 2009
- Most use the same amount of body lotion all year round
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- Figure 31: Usage habits for hand or body lotion, by gender and age, April 2010
Retailers Used
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- Key points
- Mass merchandisers top list of most-used retailers, followed by drug stores
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- Figure 32: Retailers used for hand or body lotion, by gender and age, April 2010
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- Figure 33: Retailers used for hand or body lotion, by HH income, April 2010
Product Qualities
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- Key points
- Moisturizing is still the most sought-after quality
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- Figure 34: Product qualities looked for in body lotion, by gender and age, April 2010
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- Figure 35: Product qualities looked for in body lotion, by HH income, April 2010
- Younger, more affluent HHs are more interested in extra qualities
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- Figure 36: Other qualities looked for in hand or body lotion, by gender and age, April 2010
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- Figure 37: Other qualities looked for in hand or body lotion, by HH income, April 2010
Attitudes and Motivations
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- Key points
- Room to widen product repertoires
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- Figure 38: Attitudes towards hand/body lotion, by gender and age, April 2010
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- Figure 39: Attitudes towards hand/body lotion, by HH income, April 2010
- Women, younger and wealthier HHs more likely to buy hand/body lotion as gifts
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- Figure 40: Frequency of gifting hand/body lotion, by gender and age, April 2010
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- Figure 41: Frequency of gifting hand/body lotion, by HH income, April 2010
Teen Usage
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- Key points
- Half of teens—mostly girls—use moisturizers/creams/lotions
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- Figure 42: Use of moisturizers/creams/lotions—teens, by age and gender, November 2008-December 2009
- Teens use lotions most, but girls aged 12-14 are more likely than older girls to use creams
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- Figure 43: Forms of moisturizers/creams/lotions used—teens, by age and gender, November 2008-December 2009
- Older teens use more sensitive skin types; younger teens use more antibacterial
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- Figure 44: Types of moisturizers/creams/lotions used—teens, by age and gender, November 2008-December 2009
Impact of Race/Hispanic Origin
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- Key points
- Whites least likely to buy
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- Figure 45: Purchases of hand or body lotion, by race/Hispanic origin, April 2010
- Blacks and Asians use lotions the most; Hispanics more likely to use creams
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- Figure 46: Forms of moisturizers/creams/lotions used, by race/Hispanic origin, November 2008-December 2009
- Whites less likely to use regular moisturizer, more likely to use anti-aging
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- Figure 47: Types of moisturizers/creams/lotions used, by race/Hispanic origin, November 2008-December 2009
- Blacks use Vaseline most, which may indicate need for deep moisturizing
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- Figure 48: Brands of moisturizers/creams/lotions used, by race/Hispanic origin, November 2008-December 2009
- Blacks most likely to moisturize all year round
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- Figure 49: Usage habits for hand or body lotion, by race/Hispanic origin, April 2010
- Hispanics are the most likely to look for added qualities
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- Figure 50: Product qualities looked for in body lotion, by race/Hispanic origin, April 2010
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- Figure 51: Other qualities looked for in hand or body lotion, by race/Hispanic origin, April 2010
Cluster Analysis
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- Grippers
- Demographics
- Characteristics
- Opportunity
- Antioxidizers
- Demographics
- Characteristics
- Opportunity
- Sliders
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 52: Bodycare clusters, April 2010
- Figure 53: Other qualities looked for in hand or body lotion, by bodycare clusters, April 2010
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- Figure 54: Attitudes towards hand/body lotion, by bodycare clusters, April 2010
- Figure 55: Retailers used for hand or body lotion, by bodycare clusters, April 2010
- Cluster demographics
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- Figure 56: Bodycare clusters, by gender, April 2010
- Figure 57: Bodycare clusters, by age, April 2010
- Figure 58: Bodycare clusters, by HH income, April 2010
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- Figure 59: Bodycare clusters, by race, April 2010
- Figure 60: Bodycare clusters, by Hispanic origin, April 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- Men aged 55+ are more brand-loyal, less adventurous than women aged 55+
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- Figure 61: Purchase habits for hand or body lotion, by gender and age, April 2010
- Men report surprises in product attribute preferences
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- Figure 62: Product qualities looked for in body lotion, by gender and age, April 2010
- Men are less likely to keep products in multiple places
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- Figure 63: Attitudes towards hand/body lotion, by gender and age, April 2010
IRI/Builders—Key Household Purchase Measures
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- Hand and body lotion—U.S.
- Hand and body lotion
- Brand map
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- Figure 64: Brand map, selected brands of hand and body lotion, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 65: Key purchase measures for the top brands of hand and body lotion, by household penetration, 2009*
Appendix: Other Useful Consumer Tables
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- Impact of race/Hispanic origin
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- Figure 66: Purchase habits for hand or body lotion, by race/Hispanic origin, April 2010
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- Figure 67: Retailers used for hand or body lotion, by race/Hispanic origin, April 2010
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- Figure 68: Attitudes towards hand/body lotion, by race/Hispanic origin, April 2010
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- Figure 69: Frequency of gifting hand/body lotion, by race/Hispanic origin, April 2010
Appendix: Trade Associations
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