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Body Care - US - July 2011

  • Retail channel preferences by gender, age and household income
  • New product introductions and leading product claims
  • Overview of the brand landscape including the use of traditional and non-traditional advertising and promotional channels (social marketing, television advertising, sponsorship)
  • Consumer usage, behavior and attitudes toward body care products by key demographics
  • For the purposes of this report, Mintel uses the term body care to refer to hand lotions/creams, body lotions/creams, anti-aging products for the body, and emollients.

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Table of contents

  1. 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

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • Alberto-Culver Company
                                                                                                                                                                                                            • Avon
                                                                                                                                                                                                            • Beiersdorf, Inc. (USA)
                                                                                                                                                                                                            • Burt's Bees Inc.
                                                                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                                                                            • Galderma Laboratories, L.P.
                                                                                                                                                                                                            • Independent Cosmetic Manufacturers and Distributors Inc. (ICMAD)
                                                                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                                                                            • Kao Corporation
                                                                                                                                                                                                            • Macy's, Inc.
                                                                                                                                                                                                            • National Cosmetology Association (NCA)
                                                                                                                                                                                                            • Nivea
                                                                                                                                                                                                            • Olay Company, Inc.
                                                                                                                                                                                                            • Personal Care Products Council
                                                                                                                                                                                                            • Procter & Gamble Company (The)
                                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                                            • Professional Beauty Association (PBA)
                                                                                                                                                                                                            • Sephora
                                                                                                                                                                                                            • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                                                            • The Body Shop - Retail Sales
                                                                                                                                                                                                            • The Kroger Co.
                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                            • Unilever USA
                                                                                                                                                                                                            • Victoria's Secret
                                                                                                                                                                                                            • Walgreen Co
                                                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                                                            Body Care - US - July 2011

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