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Hand and Nail Color and Care - US - June 2009

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising clips
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Market at a glance
Category sales concentrated among three players
Drug stores dominate retail channels
Subtle demographic shifts will affect market for nail color and care
One brand controls nail polish segment
Usage, attitudes and motivations
INSIGHTS AND OPPORTUNITIES
Opportunity exists for a value proposition
Growing with teens and tweens
INSPIRE INSIGHTS
Introduction
Are consumers cutting out the middleman?
What’s it about?
Salon alternatives are flourishing
MARKET SIZE AND FORECAST
Key points
Category faces potential challenges to growth
Sales and forecast
Figure 1: U.S. FDMx sales and forecast of nail color and care, at current prices, 2003-13
Figure 2: U.S. FDMx sales of nail color and care, at inflation-adjusted prices, 2003-13
Walmart sales
COMPETITIVE CONTEXT
Impact of nail salons is unclear
DIY still a challenge
At-home products mirror those at salons
SEGMENT PERFORMANCE—OVERVIEW
Key points
Nail polish leads the category
Nail color and care sales, by segment
Figure 3: FDMx sales of nail color and care, by segment, 2006 and 2008
SEGMENT PERFORMANCE—NAIL POLISH
Key point
Nail polish struggles to retain relevance
Nail polish sales and forecast
Figure 4: U.S. FDMx sales and forecast of nail polish, at current prices, 2003-13
SEGMENT PERFORMANCE—NAIL IMPLEMENTS
Key point
A limited audience curbing growth
Nail implements sales and forecast
Figure 5: U.S. FDMx sales and forecast of nail implements, at current prices, 2003-13
SEGMENT PERFORMANCE—ARTIFICIAL NAILS
Key point
Teens driving the market
Artificial nails sales and forecast
Figure 6: U.S. FDMx sales and forecast of artificial nails, at current prices, 2003-13
SEGMENT PERFORMANCE—NAIL TREATMENT
Key point
Steady growth a result of DIY treatment
Explaining the surge in 2007
Nail treatment sales and forecast
Figure 7: U.S. FDMx sales and forecast of nail treatment, at current prices, 2003-13
SEGMENT PERFORMANCE—NAIL POLISH REMOVERS
Key point
Various factors curbing growth
Nail polish removers sales and forecast
Figure 8: U.S. FDMx sales and forecast of nail polish removers, at current prices, 2003-13
SEGMENT PERFORMANCE—NAIL POLISH ACCESSORIES
Key point
Nail polish accessories lost in the shuffle
Nail polish accessories sales and forecast
Figure 9: FDMx sales and forecast of nail polish accessories, at current prices, 2003-13
RETAIL CHANNELS
Key points
Drug stores continue to dominate as other channels falter
Figure 10: U.S. FDMx sales of nail color and care, by retail channel, 2006 and 2008
RETAIL CHANNELS—DRUG STORES
Key points
Drug stores making gains after stagnation
Figure 11: Drug store sales of nail color and care, 2003-08
RETAIL CHANNELS—SUPERMARKETS AND MASS
Key point
Supermarkets and mass merchandisers unable to capitalize on economic woes
Figure 12: Supermarkets and mass merchandisers’* sales of nail color and care, 2003-08
MARKET DRIVERS
Key points
Population growth of women in key demographic groups will be variable
Figure 13: Female population, by age, 2004-14
Teen population will have a negative impact
Figure 14: U.S. teen population aged 12-17, projected growth trends, 2000-30
Flagging economy enables personal care trade-downs
Need for thrift means more time for DIY
Industry cutbacks
LEADING COMPANIES
Key points
Coty strengthening its position in the nail color and care category
Figure 15: FDMx sales of nail color and care products, by leading manufacturers, 2006 and 2008
BRAND SHARE—NAIL POLISH
Key points
New products reeling consumers in
Figure 16: FDMx manufacturer and brand sales of nail polish in the U.S., 2006 and 2008
BRAND SHARE—NAIL IMPLEMENTS
Key point
Private label posts gains amidst overall decline
Figure 17: FDMx manufacturer and brand sales of nail implements in the U.S., 2006 and 2008
BRAND SHARE—ARTIFICIAL NAILS
Key point
A niche segment
Figure 18: FDMx manufacturer and brand sales of artificial nails in the U.S., 2006 and 2008
BRAND SHARE—NAIL TREATMENT
Key point
Coty dominates the nail treatment segment
Figure 19: FDMx manufacturer and brand sales of nail treatment in the U.S., 2006 and 2008
BRAND SHARE—NAIL POLISH REMOVER
Key point
Private label the big winner
Figure 20: FDMx manufacturer and brand sales of nail polish remover in the U.S., 2006 and 2008
BRAND SHARE—NAIL POLISH ACCESSORIES
Key point
Nail accessories continue to play a role
Figure 21: FDMx manufacturer and brand sales of nail polish accessories in the U.S., 2006 and 2008
BRAND QUALITIES
Sally Hansen
Kiss Products
OPI
Revlon
W.E. Bassett
INNOVATION AND INNOVATORS
Overview
Improved products
Capturing trends in color
ADVERTISING AND PROMOTION
Key points
Brand focus: Fungi Nail
Figure 22: Fungi Nail TV ad, 2008
Brand focus: Nails AR New
Figure 23: Nails AR New TV Ad, 2008
Brand focus: Natural 10 Beauty Nail Care
Figure 24: Natural 10 Beauty Nail Care TV ad, 2009
Brand focus: Nutra Nail Growth Formula
Figure 25: Nutra Nail Growth Formula TV ad, 2008
Brand focus: Sure Clip
Figure 26: Sure Clip TV ad, 2009
USAGE OF NAIL COLOR AND CARE PRODUCTS/SERVICES
Percentage of women using nail polish unchanged
Figure 27: Use of nail polish among adult women, July 2007-September 2008
Usage of nail polish decreases with age
Figure 28: Use of nail polish among adult women, by age, July 2007-September 2008
Incidence of usage decreases with lower income
Figure 29: Use of nail polish among adult women, by household income, July 2007-September 2008
Higher turnover of nail care products more likely among younger women
Figure 30: Use of nail polish remover and other nail care products among adult women, by age, February 2009
Nail strengthening most frequently tried nail care option
Figure 31: Use of other nail products/services among adult women, by age, February 2009
BRAND USAGE
Sally Hansen retains a slight lead over other brands
Figure 32: Nail polish brands used, July 2007-September 2008
Brands reaching their target demographics
Figure 33: Nail polish brands used, by age, July 2007-September 2008
NAIL CARE ROUTINES
Salon usage decreases with age
Figure 34: Where nails are taken care of among adult women, by age, February 2009
Income related to salon usage
Figure 35: Where nails are taken care of among adult women, by household income, February 2009
Painted toenails more popular among younger women
Figure 36: Nail care routine among adult women, by age, February 2009
Income related to salon usage
Figure 37: Nail care routine among adult women, by household income, February 2009
PURCHASE PATTERNS/BEHAVIOR
Walmart the channel of choice across age groups
Figure 38: Preferred retail locations for nail polish purchases, by age, February 2009
Income not strongly correlated with shopping venue
Figure 39: Preferred retail locations for nail polish purchases, by household income, February 2009
Choice is still guided by color
Figure 40: Purchase patterns for nail polish, by age, February 2009
TEEN USAGE
Nail polish usage increases with age
Figure 41: Brands of nail polish used by teens, by age, April 2007-June 2008
Older teens use nail polish more frequently
Figure 42: Frequency of nail polish usage by teens, by age, April 2007-June 2008
IMPACT OF RACE/HISPANIC ORIGIN
Asians less likely to use nail polish
Figure 43: Use of nail polish among adult women, by race/Hispanic origin, July 2007-September 2008
Black respondents most likely to use all nail products
Figure 44: Use of nail polish and other nail care products among adult women, by race/Hispanic origin, February 2009
Hispanic respondents less enthusiastic about artificial nails
Figure 45: Use of other nail products/services among adult women, by race/Hispanic origin, February 2009
Brand preferences exist based on race/Hispanic origin
Figure 46: Nail polish brands used, by race/Hispanic origin, July 2007-September 2008
Importance of a polished appearance evident
Figure 47: Nail care routine among adult women, by race/Hispanic origin, February 2009
Asian women more likely to stick to the tried and true
Figure 48: Purchase patterns for nail polish, by race/Hispanic origin, February 2009
CUSTOM CONSUMER GROUPS
Unmarried women with children gravitate towards artificial nails
Figure 49: Nail product usage, by marital and child status, February 2009
Children lead to a more variable nail care regimen
Figure 50: Taking care of nails, by marital and child status, February 2009
Unmarried women with children lavish more attention on nails
Figure 51: Nail care routine, by marital and child status, February 2009
CLUSTER ANALYSIS
Clippettes
Who they are
Opportunity
The Polished
Who they are
Opportunity
Independent Women
Who they are
Opportunity
Cluster characteristics
Figure 52: Nail care clusters, February 2009
Figure 53: Use of nail polish and other nail care products among adult women, by nail care clusters, February 2009
Figure 54: Nail care practices, by nail care clusters, February 2009
Figure 55: Preferred nail care routine, by nail care clusters, February 2009
Figure 56: Nail care products tried/used in the last year, by nail care clusters, February 2009
Figure 57: Attitudes towards choosing nail care products, by nail care clusters, February 2009
Cluster demographics
Figure 58: Nail care clusters, by age, February 2009
Figure 59: Nail care clusters, by household income, February 2009
Figure 60: Nail care clusters, by Hispanic origin, February 2009
Cluster methodology
IRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
 NAIL COSMETICS
Overview of nail cosmetics
 NAIL POLISH
Consumer insights on key purchase measures—nail polish
Brand map
Figure 61: Brand map, selected brands of nail polish, buying rate, by household penetration, 2008*
Brand leader characteristics
Key purchase measures
Figure 62: Key purchase measures for the top brands of nail polish, by household penetration, 2008*
 NAIL POLISH REMOVERS
Consumer insights on key purchase measures—nail polish removers
Brand map
Figure 63: Brand map, selected brands of nail polish removers, buying rate, by household penetration, 2008*
Brand leader characteristics
Key purchase measures
Figure 64: Key purchase measures for the top brands of nail polish removers, by household penetration, 2008*
APPENDIX: IRI/BUILDERS PANEL DATA DEFINITIONS
IRI Consumer Network Metrics
APPENDIX: TRADE ASSOCIATIONS

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