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Body Care - US - July 2009

Since a jump in sales in 2005, induced by the launch of Jergens Natural Glow, the bodycare market has been unable to capture that excitement again, with the result being smaller growth in subsequent years, leading to a decline in 2008. Manufacturers have attempted to spark consumer interest through line extensions featuring exotic scents and added enhancements such as shimmer, which may help to fuel this market, particularly as consumers battered by a weak economy turn to DIY solutions for bodycare rather than pricey salons or spas.

This report examines the following market topics:

  • The manner in which manufacturers have emphasized new ingredients and the role of science in order to sell product
  • An assessment of recent marketplace activity, highlights of sales results, and projections of where the market is headed, including a look at new developments in the “beauty from within” market
  • Mintel’s exclusive consumer research reveals habits and product preferences of category users, showing that while user penetration is high, particular insights with regard to attitudes and motivation can help the savvy manufacturer determine how to best target different categories of consumers
  • Analysis of advertising of bodycare products, with an eye towards the effectiveness of current marketing campaigns, many of which are centered around a so-called “scientific” approach
  • An analysis and assessment of brand preferences and how this market is shifting and changing as it absorbs the impact of a shattered economy that has consumers trading down as needed, even in the personal care aisles

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Table of contents

  1. 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

                                                                                                                                        Companies Covered

                                                                                                                                        • Alberto-Culver USA Inc
                                                                                                                                        • Avalon Natural Products
                                                                                                                                        • Aveda
                                                                                                                                        • Avon USA
                                                                                                                                        • Bath & Body Works
                                                                                                                                        • Beiersdorf, Inc. (USA)
                                                                                                                                        • Burt's Bees Inc.
                                                                                                                                        • Coca-Cola Company (The) (USA)
                                                                                                                                        • CVS Caremark Corporation
                                                                                                                                        • Dial Corporation, The
                                                                                                                                        • DSM Nutritional Products [Roche Vitamins]
                                                                                                                                        • Eg Eucerin
                                                                                                                                        • Estée Lauder Companies Inc. (The)
                                                                                                                                        • Food and Drug Administration
                                                                                                                                        • Greenfield Online
                                                                                                                                        • Grocery Manufacturers of America (GMA)
                                                                                                                                        • Independent Cosmetic Manufacturers and Distributors Inc. (ICMAD)
                                                                                                                                        • Jergens Naturals
                                                                                                                                        • Johnson & Johnson
                                                                                                                                        • Kao Brands Company
                                                                                                                                        • Kmart Corporation
                                                                                                                                        • L'Oréal USA
                                                                                                                                        • Mary Kay Inc.
                                                                                                                                        • National Association of Chain Drug Stores (NACDS)
                                                                                                                                        • National Cosmetology Association (NCA)
                                                                                                                                        • Natural Products Association
                                                                                                                                        • Nature's Gate (WorldPantry.com Inc.)
                                                                                                                                        • Neiman Marcus (retail stores)
                                                                                                                                        • Nestlé USA
                                                                                                                                        • Neutrogena Corporation
                                                                                                                                        • Nivea
                                                                                                                                        • Olay Company, Inc.
                                                                                                                                        • Organic Consumers Association
                                                                                                                                        • Personal Care Products Council
                                                                                                                                        • Pfizer Inc
                                                                                                                                        • Procter & Gamble USA
                                                                                                                                        • Sephora
                                                                                                                                        • Society of Cosmetic Chemists (SCC)
                                                                                                                                        • Stella McCartney
                                                                                                                                        • Target Corporation
                                                                                                                                        • The Body Shop - Retail Sales
                                                                                                                                        • The Conference Board
                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                        • U.S. Bureau of the Census
                                                                                                                                        • Ulta Salon, Cosmetics & Fragrance, Inc.
                                                                                                                                        • Unilever USA
                                                                                                                                        • Victoria's Secret
                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                        • Whole Foods Market Inc

                                                                                                                                        Body Care - US - July 2009

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