Table of Contents
Executive Summary
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- The issues
- Slow overall growth in a mature and competitive market
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- Figure 1: Total US sales and fan chart forecast of medicated skincare, at current prices, 2011-21
- Aging population presents long term obstacle
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- Figure 2: Select skin irritations experienced, by age, May 2016
- Alternative treatment methods are common solution for skin irritations
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- Figure 3: Methods for skin treatment, May 2016
- The opportunities
- Reinvigorate category awareness
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- Figure 4: Purchase influencers, May 2016
- Adding value beyond multifunctional attributes
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- Figure 5: Select product innovations, by age, May 2016
- Court Hispanic medicated skincare users
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- Figure 6: Skin irritations experienced, by Hispanic origin, May 2016
- What it means
The Market – What You Need to Know
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- Slow growth in medicated skincare
- Success in anti-itch treatments reflects multifunctional attributes
- Competitive landscape adds to consumer confusion and apathy
Market Size and Forecast
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- Historic and projected sales performance of medicated skincare
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- Figure 7: Total US sales and fan chart forecast of medicated skincare, at current prices, 2011-21
- Figure 8: Total US sales and forecast of medicated skincare, at current prices, 2011-21
Market Breakdown
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- Anti-itch treatments positively influence market performance
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- Figure 9: Total US retail sales of medicated skincare, by segment, at current prices, 2014 and 2016
- Remaining segments struggle despite lack of alternative treatments
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- Figure 10: Share of US retail sales of medicated skincare, by segment, at current prices
Market Perspective
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- Personal care substitutions
- Self-healing still common
- Build relationships with physicians to elicit recommendations
- Seeking out alternative solutions for better skin
Market Factors
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- Aging population provides short term benefit, but long term problem
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- Figure 11: Population aged 18 or older, by age, 2011-21
- Hispanics offer opportunity for category growth
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- Figure 12: US Population, by Hispanic origin, 2011-21
- Economy encourages willingness to spend for premium products
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- Figure 13: Consumer Sentiment Index, January 2007-May 2016
Key Players – What You Need to Know
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- Competitive and mature market challenges key players
- Private label is a positive force in the market
- Multifunctional and specialized anti-itch products trigger growth
- Innovative efforts needed by leaders in other market segments
- Developing products that showcase value-added features
Manufacturer Sales of Medicated Skincare
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- Competition between leading brands and private label remains strong
- Manufacturer sales of medicated skincare
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- Figure 14: MULO sales of medicated skincare products, by leading companies, rolling 52 weeks 2015 and 2016
What’s Working?
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- Private label continues to be a positive force in market sales
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- Figure 15: MULO sales of private label medicated skincare products, by segment, rolling 52 weeks 2015 and 2016
- Figure 16: Share of branded and private label medicated skincare product launches, 2011-16
- Anti-itch segment aligns with broader personal care benefits
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- Figure 17: MULO sales of anti-itch treatments by leading companies and brands, rolling 52 weeks 2015 and 2016
What’s Struggling?
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- New products and updated brand positioning needed
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- Figure 18: MULO sales of foot care medications, by leading companies and brands, rolling 52 weeks 2015 and 2016
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- Figure 19: MULO sales of skin growth removers, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 20: MULO sales of cold sore medication, by leading companies and brands, rolling 52 weeks 2015 and 2016
What’s Next?
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- Start with multifunctional capability...
- …then add peripheral benefits
The Consumer – What You Need to Know
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- Opportunity is strong but challenged by alternative treatment methods
- Limited need in treating foot ailments
- Convenience claims are influential – opportunity to increase value
- Sufferers treat specific need with tried and true products
- Innovative future: Multifunctional, transparency/education, convenience
Skin Irritations and Methods for Treating
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- Dryness of skin and lips are top skin irritations
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- Figure 21: Skin irritations experienced, May 2016
- Younger adults appear to be more susceptible to skin problems
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- Figure 22: Skin irritations experienced, by age, May 2016
- Specific skin irritations are more pronounced among Hispanics
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- Figure 23: Skin irritations experienced, by Hispanic origin, May 2016
- Host of alternatives to medicated skincare treatment
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- Figure 24: Methods for skin treatment, May 2016
- Younger adults embrace natural/homeopathic remedies
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- Figure 25: Methods for skin treatment, by age, May 2016
- Hispanics show interest in natural/homeopathic remedies
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- Figure 26: Methods for skin treatment, by Hispanic origin, May 2016
Foot Irritations and Methods for Treating
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- Foot irritations affect a modest percentage of adults
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- Figure 27: Foot irritations experienced, May 2016
- Lifestyles provide impetus for foot ailments
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- Figure 28: Foot irritations experienced, by gender and age, may 2016
- Consumer education is an effective way to target Hispanics
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- Figure 29: Foot irritations experienced, by Hispanic origin, may 2016
- Skincare products are the “go to” treatment method for foot ailments
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- Figure 30: Methods for treating foot ailments, May 2016
- Men are receptive to a variety of foot treatment methods
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- Figure 31: Methods for treating foot ailments, by gender, May 2016
Purchase Influencers
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- Convenience and price are topmost purchase influencers
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- Figure 32: Purchase influencers, May 2016
- Product reviews influence purchase decisions of 18-34s
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- Figure 33: Purchase influencers – Product reviews, by age, May 2016
- Specific skin irritations are more pronounced among Hispanics
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- Figure 34: Purchase influencers – Product reviews and natural ingredients, by Hispanic origin, May 2016
Purchase Behaviors
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- Multifunctional products could positively influence purchase behaviors
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- Figure 35: Purchase behaviors, May 2016
- Under-35s do research and buy online
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- Figure 36: Purchase behaviors, by age, May 2016
- Hispanics are more likely to feel embarrassed by skin conditions
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- Figure 37: Purchase behaviors, by Hispanic origin, may 2016
Interest in Innovations
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- Strong interest in multifunctional products and transparency
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- Figure 38: Product innovations – Interested, May 2016
- Young adults want added value in new products
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- Figure 39: Product innovations – Interested, by age, May 2016
- Hispanics willing to take vitamins to prevent skin conditions
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- Figure 40: Product innovations – Interested, by Hispanic origin, May 2016
- CHAID analysis
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- Figure 41: Interest in medicated Skincare products with added benefits – CHAID – Tree output, May 2016
- Figure 42: Interest in vitamins for preventing skin irritations – CHAID – Tree output, May 2016
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- Figure 43: Product innovations – CHAID – Table output, May 2016
- Methodology
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 44: Total US sales and forecast of medicated skincare, at inflation-adjusted prices, 2010-20
- Figure 45: Total US retail sales and forecast of medicated skincare, by segment, at current prices, 2011-21
- Figure 46: Total US retail sales of medicated skincare, by channel, at current prices, 2014 and 2016
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