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Body Care - US - July 2011

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
A few bright spots in a market with generally lackluster sales
Skin condition, climate, convenience, sampling, and gender drive sales
Significant competition from body wash category and non-FDM channels
Mass merchandisers and drug stores are the leading FDM channels
Four companies dominate FDMx sales, yet brand sales are fragmented
Multichannel advertising campaigns take hold
Majority of adults currently use body care products
Body care products most likely to be applied on hands, arms, and legs
About half of consumers are brand loyal; the rest shop around
Many consumers are dissatisfied with body care products
Blacks most likely to use body care products frequently
INSIGHTS AND OPPORTUNITIES
Marketing innovations and opportunities
Product development opportunities and insights
INSPIRE INSIGHTS
Trend: Girly Men
Men lag in body care usage
Added-value products for men add value for the market
MARKET SIZE AND FORECAST
Key points
Economy, limited innovation, leave sales flat
Increasing usage necessary to grow market
Sales and forecast of body care products
Figure 1: FDMx sales and forecast of body care products, at current prices, 2006-16
Figure 2: FDMx sales and forecast of body care products, at inflation-adjusted prices, 2006-16
Fan chart forecast
Figure 3: FDMx sales and fan chart forecast of body care products, at current prices, 2006-16
Walmart sales
MARKET DRIVERS
Climate
Figure 4: Attitudes and concerns toward hand and body lotion, by gender, March 2011
Convenience
Figure 5: Attitudes and concerns toward hand and body lotion, by gender, March 2011
Gift giving
Figure 6: Attitudes and concerns toward hand and body lotion, by gender, March 2011
Product sampling
Figure 7: Hand and body lotion brand selection, by gender, March 2011
Gender
Figure 8: Body and hand lotion usage, by gender, March 2011
Figure 9: Female population by age, 2006-16
Figure 10: Male population, by age, 2006-16
COMPETITIVE CONTEXT
Shower/body wash product sales booming
Figure 11: U.S. FDMx sales of liquid body wash, 2005-15
Moisturizing body wash products
Store brands/private label making inroads
Figure 12: FDMx sales and forecast of private label body care products, at current prices, 2006-11
Non-FDMx retailers: from national entities to mom-and-pop enterprises
Figure 13: Purchase locations used for hand and body lotion in the past six months, by age, March 2011
RETAIL CHANNELS
Key points
Men buy body care products in FDM, not specialty stores
Specialty and direct outlets important channels for premium product
Figure 14: Purchase locations used for hand and body lotion in the past six months, by gender, March 2011
Younger adults more likely to buy at each type of outlet
Figure 15: Purchase locations used for hand and body lotion in the past six months, by age, March 2011
Lower-income households buy at Walmart; less at specialty beauty retailers
Figure 16: Purchase locations used for hand and body lotion in the past six months, by gender, March 2011
Sales of body care products, by channel
Drug stores’ market share slipped
Figure 17: FDMx sales of body care products, by channel, 2009 & 2011
RETAIL CHANNELS—DRUG STORES
Drug store sales rebounding in 2011
Drug store sales of body care products
Figure 18: Drug store sales of body care products, 2006-11
RETAIL CHANNELS—OTHER FDMX
Sales in food and mass channels rebound
Figure 19: Other FDMx sales of body care products, 2006-11
LEADING COMPANIES
Key points
Four companies account for two thirds of sales
Private label sales increased three times faster than category in 2011
Many successful smaller brands
Manufacturer sales of body care products
Figure 20: FDMx manufacturer sales of body care products, 2010-11
BRAND SHARE
Key points
Fragmented market
Several hot brands
Manufacturer sales of body care products
Figure 21: FDMx manufacturer sales of body care products, 2010-11
COMPANIES/BRANDS BY AVERAGE PRICE PER UNIT
Overview
Companies with highest average price per unit
Figure 22: FDMx manufacturer sales of body care products, by average price by brand, 2010-11*
Companies with medium average price per unit
Figure 23: FDMx manufacturer sales of body care products, by average price by brand, 2010-11*
Companies with lowest average price per unit
Figure 24: FDMx manufacturer sales of body care products, by average price by brand, 2010-11*
INNOVATIONS AND INNOVATORS
Moisturizing/Hydrating
Figure 25: Top 10 claims as percent of total body care launches, 2005-11*
For Men
Fragrance technology
Protection from the elements
Natural/Organic
Glow
Anti-aging
Stretch marks
MARKETING STRATEGIES
Overview of the brand landscape
 BEIERSDORF, INC.
Brand analysis: Eucerin brand
Figure 26: Brand analysis of Eucerin, 2011
Multichannel campaign
Online initiatives
TV presence
Figure 27: Eucerin Everyday Protection, television ad, 2011
Brand analysis: Nivea
Figure 28: Brand analysis of Nivea, 2011
Multichannel campaign
Online initiatives
TV presence
Figure 29: Nivea Body Smooth Sensation, television ad, 2011
 JOHNSON & JOHNSON
Brand analysis: Aveeno
Figure 30: Brand analysis of Aveeno, 2011
Online initiatives
TV presence
Figure 31: Aveeno Smart Essentials, television ad, 2011
Brand analysis: Lubriderm
Figure 32: Brand analysis of Lubriderm, 2011
Online initiatives
 UNILEVER, INC.
Brand analysis: Vaseline Men
Figure 33: Brand analysis of Vaseline Men, 2011
Online initiatives
TV presence
Figure 34: Vaseline Men, television ad, 2011
Brand analysis: St. Ives
Figure 35: Brand analysis of St. Ives, 2011
Online initiatives
TV presence
Figure 36: St. Ives, television ad, 2011
 KAO
Brand analysis: Jergens
Figure 37: Brand analysis of Jergens Natural Glow, 2011
Online initiatives
TV presence
Figure 38: Jergens Ultra Healing, television ad, 2010
SKINCARE PRODUCT USAGE AND FREQUENCY OF USE
Key points
Majority of adults use skincare products
Frequency of use is relatively high except for foot creams or lotions
Figure 39: Skincare product usage frequency, by product type, March 2011
Gender differences are significant
Figure 40: Body and hand lotion usage frequency, by gender, March 2011
Usage rate varies by age
Figure 41: Body and hand lotion usage frequency, by age, March 2011
BODY CARE APPLICATION
Key points
Hands, arms, legs most popular locations for applying hand or body lotion
Figure 42: Location of use of body/hand lotion, by gender, March 2011
Few application location differences based on age
Figure 43: Location of use of body/hand lotion, by age, March 2011
PRODUCT SELECTION
Key points
Properties
Most adults seek “extra moisturizing” products
Figure 44: Properties look for in hand or body lotion, by gender, March 2011
Some qualities are age-specific
Figure 45: Properties look for in hand or body lotion, by age, March 2011
Extras
Women prefer scented products; men like unscented
Figure 46: Extras look for in hand or body lotion, by gender, March 2011
Older adults like unscented products while younger adults prefer scented products
Figure 47: Extras look for in hand or body lotion, by age, March 2011
Natural Qualities
Natural qualities are important to a significant minority of adults
Figure 48: Natural qualities look for in hand or body lotion, by gender, March 2011
BRAND SELECTION
Key points
Half are brand loyal; others try new products or buy what is on sale
Figure 49: Hand and body lotion brand selection, by gender, March 2011
Few brand selection differences based on age
Figure 50: Hand and body lotion brand selection, by age, March 2011
BODY AND HAND LOTION HABITS
Key points
Winter and cold weather drive use
Most adults keep lotion in multiple places
Lotions are a convenient and welcome gift
Figure 51: Habits and behaviors regarding hand and body lotion, by gender, March 2011
Adults 18-44 are more likely to give lotion as a gift
Figure 52: Habits and behaviors regarding hand and body lotion, by age, March 2011
BODY AND HAND LOTION LEVEL OF SATISFACTION
Key points
Significant room for improvement
Men find products too greasy/sticky
Figure 53: Satisfaction with hand and body lotion, by gender, March 2011
Younger adults are less satisfied with current offerings
Figure 54: Satisfaction with hand and body lotion, by age, March 2011
RACE AND HISPANIC ORIGIN
Key points
Blacks are much more likely to use body and hand lotion daily
Figure 55: Body and hand lotion usage frequency, by race/Hispanic origin, March 2011
Blacks significantly more likely to apply lotion to each part of their body
Figure 56: Location of use of body/hand lotion, by race/Hispanic origin, March 2011
Interest in product qualities is similar across race/Hispanic origin
Figure 57: Properties look for in hand or body lotion, by race/Hispanic origin, March 2011
Asians/other races look for scented body care products
Figure 58: Extras look for in hand or body lotion, by race/Hispanic origin, March 2011
“Natural” claims resonate most with Asian/other races
Figure 59: Natural qualities look for in hand or body lotion, by race/Hispanic origin, March 2011
Brand selection behavior is similar
Figure 60: Hand and body lotion brand selection, by race/Hispanic origin, March 2011
Asians and Hispanics are more likely to gift body care products
Figure 61: Habits and behaviors regarding hand and body lotion, by race/Hispanic origin, March 2011
CLUSTER ANALYSIS
Daily Multiples
Characteristics
Opportunity
Basic Moisturizers
Characteristics
Opportunity
Disinterested Users
Characteristics
Opportunity
Characteristic tables
Figure 62: Body care clusters, March 2011
Figure 63: Skincare product usage frequency, by body care clusters, March 2011
Figure 64: Properties look for in hand or body lotion, by body care clusters, March 2011
Figure 65: Hand and body lotion brand selection, by body care clusters, March 2011
Figure 66: Habits and behaviors regarding hand and body lotion, by body care clusters, March 2011
Demographic tables
Figure 67: Body care clusters, by gender, March 2011
Figure 68: Body care clusters, by age, March 2011
Figure 69: Body care clusters, by household income, March 2011
Figure 70: Body care clusters, by race/Hispanic origin, March 2011
Cluster methodology
CUSTOM CONSUMER GROUPS
Non use is higher for body lotion than hand lotion
More than 40% of men do not use body lotion; 27% do not use hand lotion
Non users are most likely to be 55 or older
Figure 71: Body care product non users, by gender, age, household income, March 2011
Men without children least likely to use lotions
Men age 55+ least likely to use body care products
Figure 72: Body care product non users, by gender and children, gender and age, March 2011
SYMPHONYIRI GROUP BUILDERS PANEL DATA
Consumer insights on key purchase measures
Brand map
Figure 73: Brand map, selected brands of hand and body lotion buying rate, by household penetration, 2010
Brand leader characteristics
Key purchase measures
Figure 74: Key purchase measures for the top brands of hand and body lotion, by household penetration, 2010
APPENDIX—OTHER USEFUL CONSUMER TABLES
Figure 75: Body and hand lotion usage frequency, by household income, March 2011
Figure 76: Properties look for in hand or body lotion, by household income, March 2011
Figure 77: Extras look for in hand or body lotion, by household income, March 2011
Figure 78: Natural qualities look for in hand or body lotion, by household income, March 2011
Figure 79: Natural qualities look for in hand or body lotion, by age, March 2011
Figure 80: Hand and body lotion brand selection, by household income, March 2011
Figure 81: Habits and behaviors regarding hand and body lotion, by household income, March 2011
Figure 82: Attitudes and concerns toward hand and body lotion, by household income, March 2011
Figure 83: Location of use of body/hand lotion, by household income, March 2011
APPENDIX—SYMPHONYIRI BUILDERS PANEL DATA DEFINITIONS
SymphonyIRI Consumer Network Metrics
APPENDIX—TRADE ASSOCIATIONS

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