Table of Contents
Executive Summary
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- The issues
- More spend allocated toward haircare, facial skincare
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- Figure 1: Personal care market sales, by segment, 2014 (est)
- Adults focus on functional hygiene staples, use of specialty items is lower
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- Figure 2: Personal care product usage – Any (net)^, July 2015
- Some confusion over claims, skepticism over product efficacy remains
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- Figure 3: Skepticism and confusion toward personal care products, July 2015
- The opportunities
- Focus on younger women who are more invested in personal care routines
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- Figure 4: Product usage – Any, by gender, July 2015
- Improve marketing and retailing strategies to more effectively reach consumers
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- Figure 5: Interest in retail innovations, July 2015
- Focus on healthy, natural sounding ingredients to eliminate confusion
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- Figure 6: Awareness and influence of ingredients, July 2015
- What it means
The Market – What You Need To Know
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- More spend allocated toward hair and face, less on discretionary items
- Purchases made through MULO channels, opportunity to improve shopping experience
- Spend impacted by race and Hispanic origin, gender
- Market gains driven by growing populations of females, Black and Hispanic consumers
Market Breakdown
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- More spend allocated toward hair and face than body
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- Figure 7: Personal care market sales, by segment, 2014 (est)
- Figure 8: Jergens commercial, Leslie Mann. Beauty and your butt, 2015
Market Perspective – Retail
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- Consumer concerns over ingredients leads to transparency at retail level
- Purchases primarily made through MULO channels
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- Figure 9: Retailers used for personal care purchases – Any purchase (net)^, by gender, July 2015
- Opportunities for improved shopping experience both in-store and online
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- Figure 10: Interest in retail innovations, July 2015
- Consumers relate to spokespeople who represent their age, aren’t photoshopped
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- Figure 11: Interest in various types of spokespeople, by gender, July 2015
- New product launch activity driven by haircare, facial skincare
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- Figure 12: Share of personal care product launches, by category, 2010-15
Market Perspective – Consumer
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- Adults spending more time on the internet, less time socializing
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- Figure 13: Time spent on lifestyle and leisure activities, July 2015
- Spend impacted by race and Hispanic origin
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- Figure 14: Mean skincare and haircare expenditures, by gender and race/Hispanic origin, February 2014-March 2015
- Adults investing more time on personal care, less on professional services
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- Figure 15: Use of professional services, February 2010-March 2015
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- Figure 16: Types of professional services used, February 2010-March 2015
- Consumers seek unscented options, preferences differ by product type
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- Figure 17: Preferred scent type for personal care products, by product type, July 2015
Market Factors
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- Growth in female population a positive indicator for market growth
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- Figure 18: Female population by age, 2010-20
- Increases in populations of Hispanics, Black consumers could improve personal care sales
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- Figure 19: US population by race and Hispanic origin, 2010-20
- Gains tempered due to declines in the percentage of homes with children
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- Figure 20: US households, by presence of own children, 2003-13
- Aging population may temper market growth
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- Figure 21: US population by age, 2010-20
Key Players – What You Need to Know
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- Consumers drawn to gentle products, themes of female empowerment
- Products that are time-consuming and anti-aging skincare claims struggle
- Personal care routines simplified through multipurpose products, improved technology
What’s Working?
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- Growth in deodorant driven by sprays, men’s haircare boosts market
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- Figure 22: Percentage changes of personal care market sales, by segment, 2013-14 (est)
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- Figure 23: Sales of select APDO products, 2015
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- Figure 24: Sales of select haircare products, 2015
- Themes of empowerment and “real beauty” resonate with females
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- Figure 25: Dove’s Choose Beautiful video, 2015
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- Figure 26: Sales of select APDO and haircare products, 2014 and 2015
- Gentle products appeal to consumers in light of ingredient concerns
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- Figure 27: Sales of select gentle personal care products, rolling 52-week ending Feb. 22, 2015
What’s Struggling?
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- Products that are time-consuming, specialized
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- Figure 28: MULO sales of select personal care products, 2012-14
- Anti-aging products struggle as anti-aging claims become widespread
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- Figure 29: MULO sales of select anti-aging facial skincare and body care products, 2012-14
What’s Next?
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- More portable, on-the-go options
- Products that promote multitasking
- Cosmetic benefits set skincare products apart
- Technology becomes more integrated into personal care
The Consumer – What You Need to Know
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- Adults spending more time on functional personal care tasks
- Appearances most influenced by those in their personal lives
- Usage of functional items is widespread, discretionary items more often used by women
- Men focus on usage features of products, women consider product reviews
- Older consumers prefer in-store shopping, consumers hesitate to try new products
- Consumers seek natural-sounding ingredients and pure or natural products
Time Spent on Appearance
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- More time spent on teeth and face, less time on professional services
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- Figure 30: Time spent on personal care activities, July 2015
- Younger consumers, Hispanics spending more time on personal care tasks
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- Figure 31: Time spent on personal care activities – More time spent, by gender, age, and race/Hispanic origin, July 2015
- Average consumer spends 21 minutes per day on appearance
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- Figure 32: Average number of minutes per day spent on appearance, by gender, race/Hispanic origin, and parental status, July 2015
Impacts on Personal Appearance
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- Consumers’ appearances most influenced by those in their personal lives
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- Figure 33: Factors influencing appearance, by gender and age groups 18-24 and 65+, July 2015
- Hispanics report wider variety of influences on appearance
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- Figure 34: Factors influencing appearance, by race/Hispanic origin, July 2015
- Consumers most likely to experience graying hair, dry skin
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- Figure 35: Appearance-related issues, July 2015
- Appearance issues more common among women, differ by age
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- Figure 36: Appearance-related issues, by gender and 18-24 and 65+ age groups, July 2015
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- Figure 37: Appearance-related issues, by race/Hispanic origin, July 2015
Product Usage
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- Use of functional hygiene staples widespread, discretionary products higher among women
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- Figure 38: Personal care product usage – Any (net)^, by gender, July 2015
- Opportunities with Hispanics, parents
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- Figure 39: Product usage – Any (net)^, by Hispanic origin and parental status, July 2015
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- Figure 40: Product usage – Any (net)^, by age and race, July 2015
Purchase Influencers
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- Men look at usage features, women consider reviews and ingredients
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- Figure 41: Personal care purchase influencers, by gender, July 2015
- Black consumers more likely to seek gender-specific options, age impacts purchase influencers
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- Figure 42: Personal care purchase influencers, by age, and race/Hispanic origin, July 2015
Attitudes toward Personal Care
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- Consumers confused over product claims, prefer in-store shopping
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- Figure 43: Attitudes toward personal care products, July 2015
- In-store shopping key for older consumers, parents more open to online
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- Figure 44: Attitudes toward personal care products, by age, July 2015
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- Figure 45: Attitudes toward personal care products, by gender, race/Hispanic origin, and parental status, July 2015
Product Ingredients
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- Healthy-sounding ingredients fare well in personal care
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- Figure 46: Awareness and influence of ingredients, July 2015
- Women more likely to consider ingredients when making a purchase
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- Figure 47: Awareness and influence of ingredients – Look for ingredient when buying products, by gender and race/Hispanic origin, July 2015
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- Figure 48: Awareness and influence of ingredients – Look for ingredient when buying products, by gender and race/Hispanic origin, July 2015 (continued)
Personal Care Claims
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- Products perceived as being pure, natural are appealing
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- Figure 49: Importance of personal care claims, July 2015
- Personal care claims more important to women, Black and Hispanic consumers
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- Figure 50: Importance of personal care claims – Important (net)^, by gender, age, race/Hispanic origin, and parental status, July 2015
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- Figure 51: Importance of personal care claims – Important (net)^, by gender, age, race/Hispanic origin, and parental status, July 2015 (continued)
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 52: Annual births and fertility rate, 2003-13
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