Body Care - US - July 2009

SCOPE AND THEMES
Data sources and methodology
Sales data
Consumer survey data
Advertising Clips
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Market at a glance
Opportunities exist in certain areas
Category sales concentrated among four players
Drug stores gain share
Johnson & Johnson has a slight lead in market share
Some innovation still evident in this category
Usage, attitudes and motivations
INSIGHTS AND OPPORTUNITIES
Firming creams go pro, other companies look to niche markets
Organic or natural products continue to be in demand, yet consumers don’t know what they’re getting
Anti-aging claims becoming ubiquitous
A flight to value
Moisture, moisture everywhere
INSPIRE INSIGHTS
Finding the time but not the money
Seasons to warm sales all year round
MARKET SIZE AND FORECAST
Key points
Future growth in question as new products fail to stimulate the category
Bodycare sales and forecast
Figure 1: U.S. FDMx sales of bodycare, at current prices, 2004-14
Figure 2: U.S. FDMx sales of bodycare, at inflation-adjusted prices, 2004-14
Walmart sales
COMPETITIVE CONTEXT
Skin and bath care converge
Spa treatments compete with bodycare products
Companies touting value AND quality
RETAIL CHANNELS
Key points
Drugstores still lead but “other” channels are poised for growth
Figure 3: U.S. FDMx sales of bodycare, by retail channel, 2008 and 2009
DRUG STORES
Key points
Figure 4: Drug store sales of bodycare, 2004-09
ALL OTHER CHANNELS
Key points
Other channels will continue to hold top spot
Figure 5: Other FDMx channel sales of bodycare, 2004-09
MARKET DRIVERS
Poor economy affecting personal care spend
Demographic shifts in ethnicity will have increasing impact
Figure 6: U.S. population and projections and usage of bodycare products, by race/Hispanic origin, 2003-13
At-home treatments on the rise
LEADING COMPANIES
Key points
Johnson & Johnson loosening its grip
Figure 7: FDMx sales of bodycare, by leading manufacturers, 2008 and 2009
BRAND SHARE—BODYCARE BRANDS
Key points
Consumers looking for the basics?
J&J aims a broadside at the market
Manufacturer and brand sales
Figure 8: FDMx brand sales of bodycare in the U.S., 2008 and 2009
BRAND QUALITIES
Nivea
Lubriderm
Victoria’s Secret
Mary Kay
INNOVATION AND INNOVATORS
Key points
New scents bring a feel for the Mediterranean and tropics
Firming is still a priority
Ultra-moisturizing a popular approach
“Green” solutions
Increased focus on diversity
ADVERTISING AND PROMOTION
 OVERVIEW
Aveeno Daily Moisturizing Lotion
Figure 9: Television ad Aveeno Daily Moisturizing Lotion, 2009
Gold Bond Ultimate Soothing Lotion
Figure 10: Television ad Gold Bond Ultimate Soothing Lotion, 2008
Jergens Natural Hydrate
Figure 11: Television ad Jergens Naturals Hydrate, 2009
Lubriderm Daily Moisture
Figure 12: Television ad Lubriderm Daily Moisture, 2009
Nivea Body Goodbye Cellulite
Figure 13: Television ad Nivea Body Goodbye Cellulite, 2009
Vaseline Intensive Rescue Clinical Therapy
Figure 14: Television ad Vaseline Intensive Rescue Clinical Therapy, 2008
USAGE OF BODYCARE PRODUCTS
Key points
Overall bodycare usage
Figure 15: Use of moisturizers, creams, and lotions, by gender and age, October 2007-December 2008
Regular moisturizers the preferred type
Figure 16: Type of moisturizers, creams, and lotions used, by gender, October 2007-December 2008
Lotions the preferred form
Figure 17: Forms of moisturizers, creams, and lotions used, by gender, October 2007-December 2008
Moisturizer brands preferred
Figure 18: Brands of moisturizers, creams, and lotions used, by gender, October 2007-December 2008
Figure 19: Brands of moisturizers, creams, and lotions used, by household income, October 2007-December 2008
ATTITUDES AND MOTIVATIONS
Key points
Purchasing behavior
Figure 20: Purchasing behavior for hand lotion, by gender and age, April 2009
Attitudes towards bodycare
Figure 21: Attitudes towards hand and body lotion, by gender and age, April 2009
Preferred qualities in body lotion
Figure 22: Qualities looked for in body lotion, by gender and age, April 2009
Single or multiple products used for hand and body
Figure 23: Preferred use of hand and body lotion, by gender, April 2009
Figure 24: Preferred use of hand and body lotion, by household income, April 2009
Seasonal use of hand and body lotion
Figure 25: Seasonal routine for using hand and body lotion, by gender and age, April 2009
IMPACT OF RACE/HISPANIC ORIGIN
Key points
Use of bodycare products
Figure 26: Use and frequency of moisturizers, creams, and lotions, by race/Hispanic Origin, October 2007-December 2008
Preferred types of moisturizers among ethnicities
Figure 27: Type of moisturizers, creams, and lotions used, by race/Hispanic Origin, October 2007-December 2008
Preferred forms of moisturizers
Figure 28: Forms of moisturizers, creams, and lotions used, by race/Hispanic Origin, October 2007-December 2008
Attitudes towards bodycare products
Figure 29: Attitudes towards hand and body lotion, by race/Hispanic Origin, April 2009
Preferred qualities in body lotions
Figure 30: Qualities looked for in bodycare products, by race/Hispanic Origin, April 2009
Brands used
Figure 31: Brands of moisturizers, creams, and lotions used, by race/Hispanic Origin, October 2007-December 2008
TEENS
Use of moisturizers, creams, and lotions
Figure 32: Use of moisturizers, creams, and lotions—teens, by age and gender, October 2007-December 2008
Regular moisturizers the preferred type by teens
Figure 33: Type of moisturizers, creams, and lotions used, by age and gender, October 2007-December 2008
Lotions also preferred by teens
Figure 34: Forms of moisturizers, creams, and lotions used, by age and gender, October 2007-December 2008
Moisturizer brands preferred among teens
Figure 35: Brands of moisturizers, creams, and lotions used—teens, by age and gender, October 2007-December 2008
CLUSTER ANALYSIS
Uniform, one-bottlers
Winter wipers
Experimenting differentiators
Cluster characteristics
Figure 36: Hand and body lotion buyer clusters, April 2009
Figure 37: Hand or body lotion purchasing behavior, by clusters, April 2009
Figure 38: Preferred qualities for hand and body lotion, by clusters, April 2009
Figure 39: Preferred use of hand and body lotion, by clusters, April 2009
Figure 40: Seasonal routine for using hand and body lotion, by clusters, April 2009
Figure 41: Frequency of buying hand or body lotion as a gift, by clusters, April 2009
Figure 42: Attitudes towards hand and body lotion, by clusters, April 2009
Figure 43: Retail destinations for hand and body lotion, by clusters, April 2009
Cluster demographics
Figure 44: Hand and body lotion buyer clusters, by gender, April 2009
Figure 45: Hand and body lotion buyer clusters, by age group, April 2009
Figure 46: Hand and body lotion buyer clusters, by income group, April 2009
Figure 47: Hand and body lotion buyer clusters, by race, April 2009
Figure 48: Hand and body lotion buyer clusters, by Hispanic origin, April 2009
Methodology
CUSTOM CONSUMER GROUPS
Purchasing behavior
Figure 49: Purchasing behavior for hand lotion, by marital status and presence of children, April 2009
Preferred qualities in body lotion
Figure 50: Qualities looked for in bodycare products, by marital status and presence of children, April 2009
Preferred use of hand and body lotion
Figure 51: Preferred use of hand and body lotion, by marital status and presence of children, April 2009
IRI/BUILDERS PANEL DATA- KEY HOUSEHOLD PURCHASE MEASURES
Hand and body lotion
Brand map
Figure 52: Brand map, selected brands of hand and body lotion, buying rate by household penetration, 2008*
Brand leader characteristics
Key purchase measures
Figure 53: Key purchase measures for the top brands of hand and body lotion, by household penetration, 2008*
APPENDIX: IRI/BUILDERS PANEL DATA DEFINITIONS
IRI Consumer Network Metrics
APPENDIX: OTHER USEFUL CONSUMER TABLES
Purchasing behavior and frequency of purchase
Figure 54: Purchasing behavior for body lotion, by gender and age, April 2009
Figure 55: Frequency of hand/body lotion gift purchases, by gender and age, April 2009
Brands used by race/Hispanic origin
Figure 56: Brands of moisturizers, creams, and lotions used, by race/Hispanic origin, October 2007-December 2008
Teens’ preferred moisturizer types and forms
Figure 57: Types of moisturizers, creams, and lotions used—teens, by age and gender, October 2007-December 2008
Figure 58: Forms of moisturizers, creams, and lotions used—teens, by age and gender, October 2007-December 2008
APPENDIX: TRADE ASSOCIATIONS