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Body Care - US - July 2010

The U.S. body care market, as sold through food, drug and mass channels, has been in slow decline since 2008, as the persisting effects of the recession tighten household budgets and the stream of new products runs thinly. The market is driven mostly by demographics, with women, as well as Hispanics and those aged 25-34, buying body care products the most. This report provides in-depth analysis of these factors, as well as close examination of the following:

  • how drug stores dominate the FDMx market
  • the ongoing competition between four main companies, each of which has two or more body care brands in its portfolio
  • the diverse brand advertising approaches of these companies, from natural positioning, to health and wellness to beauty
  • the rise of value-added products, such as Jergens Natural Glow and Aveeno Active Naturals.

This report also features detailed coverage of the body care consumer, including purchases, usage habits, product quality preferences, attitudes and motivations towards body care products, teen usage and the role of race/Hispanic origin in the market.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Segments data
              • Consumer survey data
                • Advertising creative
                  • Abbreviations and terms
                    • Abbreviations
                      • Terms
                      • Executive Summary

                        • FDMx market slowly declines due to lasting effects of the recession and lack of new products
                          • Drug stores lead the FDMx market
                            • Shifting demographics will drive future sales
                              • Four leaders, but only Beiersdorf gains
                                • Diverse approaches to advertising
                                  • Penetration remains high
                                    • Purchases
                                      • Usage
                                        • Retailers used
                                          • Product qualities
                                            • Attitudes and motivations
                                              • Teen usage
                                                • Impact of race/Hispanic origin
                                                • Insights and Opportunities

                                                  • Consumer confusion—what’s in a label?
                                                    • The tyranny of choice
                                                    • Inspire Insights

                                                        • Turbo-Grooming
                                                          • What’s it all about?
                                                            • Mad Men paves the way for the “retrosexual” look
                                                              • Timely cause marketing could increase trial
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Newer products (and a couple of older ones) help decelerate losses
                                                                    • Private label thrives staving off deeper declines
                                                                      • Future growth depends on added qualities and better moisturizing
                                                                        • Bodycare market size and forecast
                                                                          • Figure 1: Total U.S. FDMx sales and forecast of bodycare products, at current prices, 2005-15
                                                                          • Figure 2: Total U.S. FDMx sales and forecast of bodycare products, at inflation-adjusted prices, 2005-15
                                                                        • Walmart sales
                                                                        • Competitive Context

                                                                          • A virtual four-way tie for competitive dominance
                                                                            • Private label offers value during a tough economy
                                                                              • The value of simple moisturizers vs. the cosmetic appeal of glow
                                                                              • Retail Channels

                                                                                • Key points
                                                                                  • Drug stores top the FDMx market
                                                                                    • Other FDMx channels, especially mass, compete with price
                                                                                      • Sales of bodycare products, by channel
                                                                                        • Figure 3: U.S. FDMx sales of bodycare products, by channel, at current prices, 2009 and 2010
                                                                                    • Retail Channels—Drug Stores

                                                                                      • Drug channel expected to grow further in 2010
                                                                                        • Designated sections for skincare at drug stores
                                                                                          • Drug store sales of bodycare products
                                                                                            • Figure 4: U.S. FDMx sales of bodycare products at drug stores, 2005-10
                                                                                        • Retail Channels—Other FDMx

                                                                                          • Key point
                                                                                            • Other FDMx stores have trouble competing with drug chains
                                                                                              • Other FDMx sales of bodycare products
                                                                                                • Figure 5: U.S. sales of bodycare products at other FDMx channels, at current prices, 2005-10
                                                                                            • Market Drivers

                                                                                              • Women are core users of bodycare products
                                                                                                • Figure 6: Purchases of hand or body lotion, by gender, April 2010
                                                                                                • Figure 7: U.S. female population, by age, 2005-15
                                                                                              • Hispanic interest in added product qualities will grow sales in the coming years
                                                                                                  • Figure 8: Product qualities looked for in body lotion, by race/Hispanic origin, April 2010
                                                                                                  • Figure 9: U.S. population, by race and Hispanic origin, 2005-15
                                                                                                • Those aged 24-44 are the most likely to buy hand/body lotion
                                                                                                    • Figure 10: Purchases of hand or body lotion, by age, April 2010
                                                                                                    • Figure 11: U.S. population, by age, 2005-15
                                                                                                • Leading Companies

                                                                                                  • Key points
                                                                                                    • J&J leads, but Beiersdorf grows sales as other top companies decline
                                                                                                      • Leaders maintain position through multi-branding
                                                                                                        • Leading companies
                                                                                                          • Figure 12: Leading FDMx manufacturer sales of bodycare products in the U.S., 2009 and 2010
                                                                                                      • Brand Share—Hand and Body Lotion

                                                                                                        • Key points
                                                                                                          • J&J loses ground as key Aveeno brands decline
                                                                                                            • Beiersdorf’s Eucerin products rise and fall, but overall sales grow
                                                                                                              • All Unilever’s Vaseline brands drop, except Vaseline Men
                                                                                                                • The success of Jergens Natural Glow fails to increase sales for Kao
                                                                                                                  • Private label grows as HH budgets tighten
                                                                                                                    • Manufacturer and brand sales of bodycare products
                                                                                                                      • Figure 13: Leading FDMx manufacturer sales of bodycare products in the U.S., 2009 and 2010
                                                                                                                  • Innovation and Innovators

                                                                                                                    • Antioxidants
                                                                                                                      • SPF
                                                                                                                        • Natural/organic
                                                                                                                        • Brands and the Advertising Landscape

                                                                                                                          • Overview of the brand landscape
                                                                                                                            • Aveeno
                                                                                                                              • Figure 14: Brand analysis of Aveeno, 2010
                                                                                                                            • Web advertising
                                                                                                                              • TV ads
                                                                                                                                • Figure 15: Aveeno Daily Moisturizing television ad, 2010
                                                                                                                              • Eucerin
                                                                                                                                • Figure 16: Brand analysis of Eucerin, 2010
                                                                                                                              • Web advertising
                                                                                                                                • TV ads
                                                                                                                                  • Figure 17: Eucerin Calming Crème television ad, 2009
                                                                                                                                • Vaseline
                                                                                                                                  • Figure 18: Brand analysis of Vaseline, 2010
                                                                                                                                • Web advertising
                                                                                                                                  • TV ads
                                                                                                                                    • Figure 19: Vaseline Sheer Infusion television ad, 2010
                                                                                                                                    • Figure 20: Vaseline Men television ad, 2010
                                                                                                                                  • Jergens
                                                                                                                                    • Figure 21: Brand analysis of Jergens, 2010
                                                                                                                                  • Web advertising
                                                                                                                                    • TV ads
                                                                                                                                      • Figure 22: Jergens Lotion television ad, 2009
                                                                                                                                  • Purchases

                                                                                                                                    • Key points
                                                                                                                                      • Two-thirds buy hand or body lotion
                                                                                                                                        • Figure 23: Purchases of hand or body lotion, by gender and age, April 2010
                                                                                                                                        • Figure 24: Purchases of hand or body lotion, by HH income, April 2010
                                                                                                                                      • Most regularly try different products; fewer are brand-loyal
                                                                                                                                        • Figure 25: Purchase habits for hand or body lotion, by gender and age, April 2010
                                                                                                                                        • Figure 26: Purchase habits for hand or body lotion, by HH income, April 2010
                                                                                                                                    • Usage

                                                                                                                                      • Key points
                                                                                                                                        • More than six in ten use moisturizers/creams/lotions
                                                                                                                                          • Figure 27: Use of moisturizers/creams/lotions, by gender and age, November 2008-December 2009
                                                                                                                                        • Lotion is used more than creams
                                                                                                                                          • Figure 28: Forms of moisturizers/creams/lotions used, by gender and age, November 2008-December 2009
                                                                                                                                        • Most use regular moisturizers/creams/lotions, but sunscreen and anti-aging products are also popular
                                                                                                                                          • Figure 29: Types of moisturizers/creams/lotions used, by gender and age, November 2008-December 2009
                                                                                                                                        • Brands used
                                                                                                                                          • Figure 30: Brands of moisturizers/creams/lotions used, by gender and age, November 2008-December 2009
                                                                                                                                        • Most use the same amount of body lotion all year round
                                                                                                                                          • Figure 31: Usage habits for hand or body lotion, by gender and age, April 2010
                                                                                                                                      • Retailers Used

                                                                                                                                        • Key points
                                                                                                                                          • Mass merchandisers top list of most-used retailers, followed by drug stores
                                                                                                                                              • Figure 32: Retailers used for hand or body lotion, by gender and age, April 2010
                                                                                                                                              • Figure 33: Retailers used for hand or body lotion, by HH income, April 2010
                                                                                                                                          • Product Qualities

                                                                                                                                            • Key points
                                                                                                                                              • Moisturizing is still the most sought-after quality
                                                                                                                                                  • Figure 34: Product qualities looked for in body lotion, by gender and age, April 2010
                                                                                                                                                  • Figure 35: Product qualities looked for in body lotion, by HH income, April 2010
                                                                                                                                                • Younger, more affluent HHs are more interested in extra qualities
                                                                                                                                                    • Figure 36: Other qualities looked for in hand or body lotion, by gender and age, April 2010
                                                                                                                                                    • Figure 37: Other qualities looked for in hand or body lotion, by HH income, April 2010
                                                                                                                                                • Attitudes and Motivations

                                                                                                                                                  • Key points
                                                                                                                                                    • Room to widen product repertoires
                                                                                                                                                      • Figure 38: Attitudes towards hand/body lotion, by gender and age, April 2010
                                                                                                                                                      • Figure 39: Attitudes towards hand/body lotion, by HH income, April 2010
                                                                                                                                                    • Women, younger and wealthier HHs more likely to buy hand/body lotion as gifts
                                                                                                                                                      • Figure 40: Frequency of gifting hand/body lotion, by gender and age, April 2010
                                                                                                                                                      • Figure 41: Frequency of gifting hand/body lotion, by HH income, April 2010
                                                                                                                                                  • Teen Usage

                                                                                                                                                    • Key points
                                                                                                                                                      • Half of teens—mostly girls—use moisturizers/creams/lotions
                                                                                                                                                        • Figure 42: Use of moisturizers/creams/lotions—teens, by age and gender, November 2008-December 2009
                                                                                                                                                      • Teens use lotions most, but girls aged 12-14 are more likely than older girls to use creams
                                                                                                                                                        • Figure 43: Forms of moisturizers/creams/lotions used—teens, by age and gender, November 2008-December 2009
                                                                                                                                                      • Older teens use more sensitive skin types; younger teens use more antibacterial
                                                                                                                                                        • Figure 44: Types of moisturizers/creams/lotions used—teens, by age and gender, November 2008-December 2009
                                                                                                                                                    • Impact of Race/Hispanic Origin

                                                                                                                                                      • Key points
                                                                                                                                                        • Whites least likely to buy
                                                                                                                                                          • Figure 45: Purchases of hand or body lotion, by race/Hispanic origin, April 2010
                                                                                                                                                        • Blacks and Asians use lotions the most; Hispanics more likely to use creams
                                                                                                                                                          • Figure 46: Forms of moisturizers/creams/lotions used, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                        • Whites less likely to use regular moisturizer, more likely to use anti-aging
                                                                                                                                                          • Figure 47: Types of moisturizers/creams/lotions used, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                        • Blacks use Vaseline most, which may indicate need for deep moisturizing
                                                                                                                                                          • Figure 48: Brands of moisturizers/creams/lotions used, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                        • Blacks most likely to moisturize all year round
                                                                                                                                                          • Figure 49: Usage habits for hand or body lotion, by race/Hispanic origin, April 2010
                                                                                                                                                        • Hispanics are the most likely to look for added qualities
                                                                                                                                                          • Figure 50: Product qualities looked for in body lotion, by race/Hispanic origin, April 2010
                                                                                                                                                          • Figure 51: Other qualities looked for in hand or body lotion, by race/Hispanic origin, April 2010
                                                                                                                                                      • Cluster Analysis

                                                                                                                                                          • Grippers
                                                                                                                                                            • Demographics
                                                                                                                                                              • Characteristics
                                                                                                                                                                • Opportunity
                                                                                                                                                                  • Antioxidizers
                                                                                                                                                                    • Demographics
                                                                                                                                                                      • Characteristics
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Sliders
                                                                                                                                                                            • Demographics
                                                                                                                                                                              • Characteristics
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • Cluster characteristics
                                                                                                                                                                                    • Figure 52: Bodycare clusters, April 2010
                                                                                                                                                                                    • Figure 53: Other qualities looked for in hand or body lotion, by bodycare clusters, April 2010
                                                                                                                                                                                    • Figure 54: Attitudes towards hand/body lotion, by bodycare clusters, April 2010
                                                                                                                                                                                    • Figure 55: Retailers used for hand or body lotion, by bodycare clusters, April 2010
                                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                                    • Figure 56: Bodycare clusters, by gender, April 2010
                                                                                                                                                                                    • Figure 57: Bodycare clusters, by age, April 2010
                                                                                                                                                                                    • Figure 58: Bodycare clusters, by HH income, April 2010
                                                                                                                                                                                    • Figure 59: Bodycare clusters, by race, April 2010
                                                                                                                                                                                    • Figure 60: Bodycare clusters, by Hispanic origin, April 2010
                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Men aged 55+ are more brand-loyal, less adventurous than women aged 55+
                                                                                                                                                                                            • Figure 61: Purchase habits for hand or body lotion, by gender and age, April 2010
                                                                                                                                                                                          • Men report surprises in product attribute preferences
                                                                                                                                                                                              • Figure 62: Product qualities looked for in body lotion, by gender and age, April 2010
                                                                                                                                                                                            • Men are less likely to keep products in multiple places
                                                                                                                                                                                                • Figure 63: Attitudes towards hand/body lotion, by gender and age, April 2010
                                                                                                                                                                                            • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                              • Hand and body lotion—U.S.
                                                                                                                                                                                                • Hand and body lotion
                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                    • Figure 64: Brand map, selected brands of hand and body lotion, buying rate, by household penetration, 2009*
                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                      • Figure 65: Key purchase measures for the top brands of hand and body lotion, by household penetration, 2009*
                                                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                    • Impact of race/Hispanic origin
                                                                                                                                                                                                      • Figure 66: Purchase habits for hand or body lotion, by race/Hispanic origin, April 2010
                                                                                                                                                                                                      • Figure 67: Retailers used for hand or body lotion, by race/Hispanic origin, April 2010
                                                                                                                                                                                                      • Figure 68: Attitudes towards hand/body lotion, by race/Hispanic origin, April 2010
                                                                                                                                                                                                      • Figure 69: Frequency of gifting hand/body lotion, by race/Hispanic origin, April 2010
                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                    • Avon USA
                                                                                                                                                                                                    • Beiersdorf, Inc. (USA)
                                                                                                                                                                                                    • Eg Eucerin
                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                    • Food and Drug Administration
                                                                                                                                                                                                    • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                    • Independent Cosmetic Manufacturers and Distributors Inc. (ICMAD)
                                                                                                                                                                                                    • Johnson & Johnson
                                                                                                                                                                                                    • Kao Corporation
                                                                                                                                                                                                    • Kmart Corporation
                                                                                                                                                                                                    • Macy's, Inc.
                                                                                                                                                                                                    • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                    • National Cosmetology Association (NCA)
                                                                                                                                                                                                    • National Football League Inc.
                                                                                                                                                                                                    • Nordstrom
                                                                                                                                                                                                    • Personal Care Products Council
                                                                                                                                                                                                    • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                                                    • The Body Shop - Retail Sales
                                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                    • Unilever USA
                                                                                                                                                                                                    • Victoria's Secret
                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                                    Body Care - US - July 2010

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