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Body Care - US - July 2012

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Sales of body care products declined by 10% from 2007-12 (19% when adjusted for inflation) to reach $2.5 billion, with the steepest declines seen in 2010 and 2011. This poor performance is likely due to a prolonged period of economic uncertainty that has consumers adjusting their use of non-essentials. What’s more, new product launches have not returned to pre-recession levels, offering consumers little in the way of offerings to get excited about.

A slightly improving economic climate will help stem sales losses in the near future. Mintel forecasts little discernible sales losses or gains through 2017. Inspiring growth in the category will require enhanced product innovation. This could come from an increased focus on men’s products, as well as through product specificity that encourages consumers to purchase products for specific uses. Mainstream brands should find that the time is ripe for the promotion of functional product benefits, such as those related to anti-aging. While consumer interest in such results-oriented products appears to have grown, sales performance in this higher-price point segment is struggling, an indication that lower-priced versions of these products may find favor among cost-conscious shoppers.

This report provides in-depth analysis of these factors, as well as close examination of the following:

  • Current market drivers and opportunities to expand the body care products category
  • Competition from shower and body wash products
  • Leading brands, and leading brands segmented by average product price point
  • What innovations manufacturers are promoting to generate interest among consumers
  • How major brands are positioning themselves through TV ads and online promotion in this highly competitive category
  • The shifting popularity of retail channels, and which channels are best meeting consumer needs
  • Consumer usage, behavior, attitudes toward body care products by key demographic

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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

                        • The market
                          • Figure 1: Total U.S. retail sales and fan chart forecast of body care, at current prices, 2007-17
                        • Market factors
                          • Slow economic rebound hinders category growth
                            • Category participation on the rise, women continue to drive sales
                              • Figure 2: Hand and body lotion usage, by gender, March 2011 and April 2012
                            • Market segmentation
                              • Figure 3: Sales of body care products, segmented by type, 2010 and 2012
                            • Retail channels
                              • Figure 4: Sales of body care products, by channel, 2010 and 2012
                            • Innovation
                              • Figure 5: Body care product launches, by top 10 claims, 2007-11
                            • The consumer
                              • Hand lotions popular among 25+, body lotion favored by 25-54s
                                • Figure 6: Hand and body lotion usage, by age, April 2012
                              • Extra moisturizing claim strikes chord with majority of product users
                                • Figure 7: Select body care product qualities sought, March 2011 and April 2012
                              • What we think
                              • Issues in the Market

                                  • How is the expanding interest in men’s body care impacting the market?
                                    • How can brands increase usage/purchase occasion among body care product consumers?
                                      • How will an aging population impact growth in body care product sales?
                                        • What might the anti-aging body care segment do to increase sales?
                                        • Insights and Opportunities

                                          • Position body care products as practical gifts
                                            • Increase focus on men’s products
                                                • Figure 8: Men’s body and hand lotion usage, March 2011 and April 2012
                                              • Expand consumer options through product specialization
                                                • Specific use
                                                  • Specific function/specific usage occasion
                                                    • A different product for a different time of year
                                                      • A natural approach
                                                      • Inspire Insights

                                                          • Trend: Prove It
                                                            • Trend: Girly Men
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Category sales decline 10% from 2007-12
                                                                  • Sales and forecast of body care products
                                                                    • Figure 9: Total U.S. retail sales and forecast of body care products, at current prices, 2007-17
                                                                    • Figure 10: Total U.S. retail sales and forecast of body care, at inflation-adjusted prices, 2007-17
                                                                  • Fan chart forecast
                                                                      • Figure 11: Total U.S. retail sales and fan chart forecast of body care, at current prices, 2007-17
                                                                    • Walmart sales
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Slow economic rebound hinders category
                                                                            • Figure 12: University of Michigan’s index of consumer sentiment, 2006-(Q1)2012
                                                                          • Women will continue to drive sales
                                                                            • Figure 13: Female population, by age, 2006-16
                                                                            • Figure 14: Body care product qualities sought, by female and age, April 2012
                                                                        • Competitive Context

                                                                          • Consumers seek moisture in bath products
                                                                            • Figure 15: Soap purchasing attributes, by gender, January 2012
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Hand and body lotion dominate body care category
                                                                              • Sales of body care products, by segment
                                                                                • Figure 16: Sales of body care products, segmented by type, 2010 and 2012
                                                                            • Segment Performance—Hand and Body Lotion

                                                                              • Key points
                                                                                • Sales of hand and body lotion declined by 10% from 2007-12
                                                                                  • Sales and forecast of hand and body lotion
                                                                                    • Figure 17: Sales and forecast of hand and body lotion, at current prices, 2007-17
                                                                                • Segment Performance—Body Anti-Aging Lotion

                                                                                  • Key points
                                                                                    • Relatively small body anti-aging segment sees high volatility
                                                                                      • Sales and forecast of body anti-aging lotion
                                                                                        • Figure 18: Sales and forecast of body anti-aging lotion, at current prices, 2007-17
                                                                                    • Retail Channels

                                                                                      • Key points
                                                                                        • Other channels lead category sales, losses
                                                                                          • Sales of body care products, by channel
                                                                                            • Figure 19: Sales of body care products, by channel, 2010 and 2012
                                                                                        • Retail Channels—Supermarkets

                                                                                          • Key points
                                                                                            • Supermarket sales decline by 4% from 2007-12
                                                                                              • Supermarket sales of body care products
                                                                                                • Figure 20: Supermarket sales of body care products, at current prices, 2007-12
                                                                                            • Retail Channels—Drug Stores

                                                                                              • Key points
                                                                                                • Drug stores only channel to see gains from 2007-12
                                                                                                  • Drug store sales of body care products
                                                                                                    • Figure 21: Drug store sales of body care products, at current prices, 2007-12
                                                                                                • Retail Channels—Other Retail Channels

                                                                                                  • Key points
                                                                                                    • Consumers search for cost savings strains “other” channels
                                                                                                      • Other retail channel sales of body care products
                                                                                                        • Figure 22: Other retail channel sales of body care products, at current prices, 2007-12
                                                                                                    • The Natural Supermarket Channel

                                                                                                      • Key points
                                                                                                        • Natural channel sees growth from 2009-11
                                                                                                          • Sales of body care in the natural grocery channel
                                                                                                            • Figure 23: Natural supermarket sales of body care, at current prices, 2009-11
                                                                                                            • Figure 24: Natural supermarket sales of body care, at inflation-adjusted prices, 2009-11
                                                                                                        • Leading Companies

                                                                                                          • Key points
                                                                                                            • A few leaders comprise the bulk of sales, affordability is key
                                                                                                              • Manufacturer sales of body care products
                                                                                                                • Figure 25: Select manufacturer sales of body care products at FDMx, 2011 and 2012
                                                                                                            • Brand Share—Hand and Body Lotion

                                                                                                              • Key points
                                                                                                                • Little movement among leaders seen, natural may be key to growth
                                                                                                                  • Leading companies' FDMx sales of hand and body lotion
                                                                                                                    • Figure 26: Manufacturer sales of hand and body lotion at FDMx, 2011 and 2012
                                                                                                                • Brand Share—Body Anti-Aging Products

                                                                                                                  • Key points
                                                                                                                    • P&G’s Olay represents 53.2% of body anti-aging sales
                                                                                                                      • Leading companies' FDMx sales of body anti-aging products
                                                                                                                        • Figure 27: Manufacturer sales of body anti-aging products at FDMx, 2011 and 2012
                                                                                                                    • Companies/Brands by Average Price per Unit—Hand and Body Lotion

                                                                                                                      • Overview
                                                                                                                        • High-priced hand and body products available across retail channels
                                                                                                                          • Figure 28: Select FDMx manufacturer sales of body and hand lotion, by high average price by brand, 2011 and 2012*
                                                                                                                        • Medium-priced hand and body products show wide price range
                                                                                                                          • Figure 29: Select FDMx manufacturer sales of body and hand lotion, by medium average price by brand, 2011 and 2012*
                                                                                                                        • Low-price hand and body products have significant brand awareness
                                                                                                                          • Figure 30: Select FDMx manufacturer sales of body and hand lotion, by low average price by brand, 2011 and 2012*
                                                                                                                      • Companies/Brands by Average Price per Unit—Body Anti-Aging Products

                                                                                                                        • High price of body anti-aging segment may challenge performance
                                                                                                                          • Figure 31: Select FDMx manufacturer sales of body anti-aging products, by high average price by brand, 2011 and 2012*
                                                                                                                        • Medium price products comprise segment sales leaders
                                                                                                                          • Figure 32: Select FDMx manufacturer sales of body anti-aging products, by medium average price by brand, 2011 and 2012*
                                                                                                                        • Low average price products lack strong sales performance
                                                                                                                          • Figure 33: Select FDMx manufacturer sales of body and hand lotion, by low average price by brand, 2011 and 2012*
                                                                                                                      • Innovations and Innovators

                                                                                                                        • New Product Launch Trends
                                                                                                                          • New product releases slow in the wake of recession/recalls
                                                                                                                            • Time/speed claims on the rise
                                                                                                                              • Figure 34: Body care product launches, by top 10 claims, 2007-12*
                                                                                                                            • Private label makes product launch gains
                                                                                                                              • Figure 35: Body care product launches, by private label share, 2007-12*
                                                                                                                            • Product Innovations
                                                                                                                              • New formats
                                                                                                                                • Figure 36: Preferred hand lotion and/or body lotion format, April 2012
                                                                                                                              • Extreme
                                                                                                                                • Men
                                                                                                                                  • Functional
                                                                                                                                    • Natural
                                                                                                                                      • Professional recommendation/proven efficacy
                                                                                                                                        • Gifting
                                                                                                                                        • Marketing Strategies

                                                                                                                                          • Overview of brand landscape
                                                                                                                                            • Brand analysis: Eucerin
                                                                                                                                              • Figure 37: Brand analysis of Eucerin, 2012
                                                                                                                                            • Online initiatives
                                                                                                                                              • TV presence
                                                                                                                                                • Figure 38: Eucerin TV ad, “Itch Relief,” 2012
                                                                                                                                                • Figure 39: Eucerin TV ad, “Daily Care,” 2012
                                                                                                                                              • Brand analysis: Nivea
                                                                                                                                                • Figure 40: Brand analysis of Nivea, 2012
                                                                                                                                              • Online initiatives
                                                                                                                                                • TV presence
                                                                                                                                                  • Figure 41: Nivea TV ad, “48-Hour Relief,” 2012
                                                                                                                                                  • Figure 42: Nivea TV ad, “Long-Lasting Moisture,” 2011
                                                                                                                                                • Brand analysis: Aveeno
                                                                                                                                                  • Figure 43: Brand analysis of Aveeno, 2012
                                                                                                                                                • Online initiatives
                                                                                                                                                  • TV presence
                                                                                                                                                    • Figure 44: Aveeno TV ad, “For Life,” 2012
                                                                                                                                                    • Figure 45: Aveeno TV ad, “Natural Barrier,” 2012
                                                                                                                                                • Product Usage

                                                                                                                                                  • Key points
                                                                                                                                                    • Use of body care products on the rise
                                                                                                                                                      • Figure 46: Body and hand lotion usage, March 2011 and April 2012
                                                                                                                                                      • Figure 47: Frequency of lotion usage, April 2012
                                                                                                                                                    • Women are highest-frequency users
                                                                                                                                                      • Figure 48: Frequency of lotion usage, by gender, April 2012
                                                                                                                                                    • Hand lotions popular among 25+, body lotion favored by 25-54s
                                                                                                                                                      • Figure 49: Frequency of lotion usage, by age, April 2012
                                                                                                                                                    • Lowest-income earners least likely to participate in category
                                                                                                                                                      • Figure 50: Frequency of lotion usage, by household income, April 2012
                                                                                                                                                    • Usage higher among consumers with children
                                                                                                                                                      • Figure 51: Frequency of lotion usage, by presence of children in household, April 2012
                                                                                                                                                  • Where Use

                                                                                                                                                    • Key points
                                                                                                                                                      • Consumers exhibit flexibility in product usage
                                                                                                                                                        • Figure 52: Where hand lotion and/or body lotion is used, April 2012
                                                                                                                                                      • Women more likely to use products for intended use
                                                                                                                                                        • Figure 53: Where hand and body lotion is used, by gender, April 2012
                                                                                                                                                      • Lowest-income earners attracted by multitaskers
                                                                                                                                                        • Figure 54: Where body lotion is used, by household income, April 2012
                                                                                                                                                    • Product Qualities

                                                                                                                                                      • Key points
                                                                                                                                                        • Extra moisturizing claim strikes chord with majority of product users
                                                                                                                                                          • Figure 55: Body care product qualities sought, March 2011 and April 2012
                                                                                                                                                        • An emphasis on functional benefits of products may attract men
                                                                                                                                                          • Figure 56: Body care product qualities sought, by gender, April 2012
                                                                                                                                                        • Interest in qualities span age groups
                                                                                                                                                          • Figure 57: Body care product qualities sought, by age, April 2012
                                                                                                                                                      • Body Care Selection

                                                                                                                                                        • Key points
                                                                                                                                                          • Men stick with favorites, women like to try new brands
                                                                                                                                                            • Figure 58: Body care brand and product selection, by gender, April 2012
                                                                                                                                                          • Young consumers open to new products, swayed by price
                                                                                                                                                            • Figure 59: Body care brand and product selection, by age, April 2012
                                                                                                                                                          • Openness to new brands spans income levels, low price attracts lower income earners
                                                                                                                                                            • Figure 60: Body care brand and product selection, by household income, April 2012
                                                                                                                                                        • Purchase Location

                                                                                                                                                          • Key points
                                                                                                                                                            • Common purchase locations give insight into perception of category
                                                                                                                                                              • Figure 61: Body care products purchase location, by gender, April 2012
                                                                                                                                                            • High-income earners exhibit greater range of purchase locations
                                                                                                                                                              • Figure 62: Body care products purchase location, by household income, April 2012
                                                                                                                                                          • Usage Habits

                                                                                                                                                            • Key points
                                                                                                                                                              • Product specificity likely to find favor among consumers
                                                                                                                                                                • Figure 63: Body care products usage habits – Any agree, by gender, April 2012
                                                                                                                                                              • 25-34s appear as highly engaged users
                                                                                                                                                                • Figure 64: Body care products usage habits – Any agree, by age, April 2012
                                                                                                                                                            • When Use

                                                                                                                                                              • Key points
                                                                                                                                                                • Women vary usage occasion, post-workout blends may attract men
                                                                                                                                                                  • Figure 65: When body care products are used, by gender, April 2012
                                                                                                                                                                • Consumers 55+ exhibit greatest range of product use
                                                                                                                                                                  • Figure 66: When body care products are used, by age, April 2012
                                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                                • Key points
                                                                                                                                                                  • Black and Asian consumers most likely/frequent users
                                                                                                                                                                    • Figure 67: Moisturizer/cream/lotion usage, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                    • Figure 68: Frequency of lotion usage, by race/Hispanic origin, April 2012
                                                                                                                                                                  • Opportunity for area-specific products among blacks and Asians
                                                                                                                                                                    • Figure 69: Where body lotion is used, by race/Hispanic origin, April 2012
                                                                                                                                                                  • Hispanic consumers may be attracted by added claims
                                                                                                                                                                    • Figure 70: Body care product qualities seek, by race/Hispanic origin, April 2012
                                                                                                                                                                  • Black consumers stay loyal to brands, Asians like to try new products
                                                                                                                                                                    • Figure 71: Body lotion brand and product selection, by race/Hispanic origin, April 2012
                                                                                                                                                                  • Gifting appears as opportunity for Hispanic consumer engagement
                                                                                                                                                                    • Figure 72: Body care products usage habits – Any agree, by race/Hispanic origin, April 2012
                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                    • Cluster 1: Dried Ups
                                                                                                                                                                      • Demographics
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Opportunity
                                                                                                                                                                            • Cluster 2: Smooth Operators
                                                                                                                                                                              • Demographics
                                                                                                                                                                                • Characteristics
                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                    • Cluster 3: Firm Users
                                                                                                                                                                                      • Demographics
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Cluster 4: Simple Spreaders
                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • Cluster characteristic tables
                                                                                                                                                                                                      • Figure 73: Target groups, April 2012
                                                                                                                                                                                                      • Figure 74: Frequency of lotion usage, by target groups, April 2012
                                                                                                                                                                                                      • Figure 75: Where hand and body lotion is used, by target groups, April 2012
                                                                                                                                                                                                      • Figure 76: Body care product qualities sought, by target groups, April 2012
                                                                                                                                                                                                      • Figure 77: Hand and body lotion brand and product selection, by target groups, April 2012
                                                                                                                                                                                                      • Figure 78: Body care products purchase location, by target groups, April 2012
                                                                                                                                                                                                      • Figure 79: Body care products usage habits – Any agree, by target groups, April 2012
                                                                                                                                                                                                      • Figure 80: When body care products are used, by target groups, April 2012
                                                                                                                                                                                                      • Figure 81: Preferred hand and body lotion product format, by target groups, April 2012
                                                                                                                                                                                                    • Cluster demographic tables
                                                                                                                                                                                                      • Figure 82: Target groups, by demographic, April 2012
                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                    • Key Household Purchase Measures—SymphonyIRI Builders Panel

                                                                                                                                                                                                        • Body care products
                                                                                                                                                                                                          • Consumer insights on key purchase measures
                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                              • Figure 83: Brand map, selected brands of body care products buying rate, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                • Figure 84: Key purchase measures for the top brands of body care products, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                • Figure 85: Where hand and body lotion is used, by gender and age, April 2012
                                                                                                                                                                                                                • Figure 86: Body care product qualities seek, by male and age, April 2012
                                                                                                                                                                                                                • Figure 87: Body care product qualities sought, by household income, April 2012
                                                                                                                                                                                                                • Figure 88: Body care product qualities sought, by region, April 2012
                                                                                                                                                                                                                • Figure 89: Body care products purchase location, by age, April 2012
                                                                                                                                                                                                                • Figure 90: Body care products usage habits – Any agree, by household income, April 2012
                                                                                                                                                                                                                • Figure 91: When body care products are used, by household income, April 2012
                                                                                                                                                                                                                • Figure 92: Preferred hand and body lotion product format, by age, April 2012
                                                                                                                                                                                                            • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                  • Alberto-Culver Company
                                                                                                                                                                                                                  • Beiersdorf, Inc. (USA)
                                                                                                                                                                                                                  • Burt's Bees Inc.
                                                                                                                                                                                                                  • Chattem, Inc.
                                                                                                                                                                                                                  • Clorox Company , The
                                                                                                                                                                                                                  • Costco Wholesale Corporation
                                                                                                                                                                                                                  • CVS Caremark Corporation
                                                                                                                                                                                                                  • Eg Eucerin
                                                                                                                                                                                                                  • Galderma Laboratories, L.P.
                                                                                                                                                                                                                  • Jergens Naturals
                                                                                                                                                                                                                  • Johnson & Johnson
                                                                                                                                                                                                                  • Kao Corporation
                                                                                                                                                                                                                  • Neutrogena Corporation
                                                                                                                                                                                                                  • Nivea
                                                                                                                                                                                                                  • Novartis AG
                                                                                                                                                                                                                  • Olay Company, Inc.
                                                                                                                                                                                                                  • Procter & Gamble USA
                                                                                                                                                                                                                  • Unilever USA
                                                                                                                                                                                                                  • Upsher-Smith Laboratories, Inc.
                                                                                                                                                                                                                  • Walgreen Co
                                                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                                                  • Whole Foods Market Inc

                                                                                                                                                                                                                  Body Care - US - July 2012

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