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Body Care - US - June 2013

“While the body care category has been struggling, shifting consumer’s focus from price and promotional incentives to improved functionality and value-added benefits should help put the category on a growth track.”

– Shannon Romanowski, Beauty and Personal Care Analyst

Some questions answered in this report include:

  • How can manufacturers differentiate their products to encourage spending?
  • How can the industry better communicate the benefits of anti-aging body care?
  • How important are organic and natural products in the body care category?

The body care category has struggled to gain traction over the last five years as consumers continue to be motivated by price, value, and promotional incentives when purchasing the category. However, despite the budget-shopping mindset of body care shoppers, consumers do show an interest in and a willingness to pay more for products that offer improved functionality and therapeutic benefits. In addition to improved functionality, emerging segments such as male-specific body care and the underdeveloped anti-aging segment hold future growth potential.

This report explores category dynamics including an analysis of sales and market share trends in the category by retail channel and brands, an examination of marketing strategies and social media efforts, and exclusive Mintel consumer research into usage, attitudes, and new opportunities concerning the body care category.

 

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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. sales and fan chart forecast of body care products, at current prices, 2007-17
                        • Market factors
                          • Aging population holds potential for body care category
                            • Figure 2: U.S. population aged 18 or older, by age, 2013 vs. 2018
                          • Economy and consumer confidence improving, but still shaky
                            • The consumer
                              • Women are primary users of body care, though men hold opportunity
                                • Figure 3: Body care product use, by gender, February 2013
                              • Shopping behavior dictated by skin needs
                                • Figure 4: Top five body care shopping behaviors, February 2013
                              • Body care users willing to pay for improved functionality
                                • Figure 5: Interest in top five body care claims based on price, February 2013
                              • Forms that provide added value could spur category growth
                                • Figure 6: Interest in body care forms, February 2013
                              • Attitudes toward body care
                                • Figure 7: Body care attitudes, February 2013
                              • What we think
                              • Issues in the Market

                                  • How can manufacturers differentiate their products to encourage spending?
                                    • How can the industry better communicate the benefits of anti-aging body care?
                                      • How important are organic and natural products in the body care category?
                                      • Insights and Opportunities

                                        • Certified organic
                                          • Clothes that moisturize
                                            • Body sculpting benefits
                                            • Trend Applications

                                                • Trend: Guiding Choice
                                                  • Trend: Extend my Brand
                                                    • Mintel Futures: Old Gold
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Struggles continue for body care category
                                                          • Figure 8: Total U.S. retail sales and forecast of body care products, at current prices, 2007-17
                                                          • Figure 9: Total U.S. retail sales and forecast of body care products at inflation-adjusted prices, 2007-17
                                                        • Fan chart forecast
                                                            • Figure 10: Total U.S. sales and fan chart forecast of body care products, at current prices, 2007-17
                                                        • Market Drivers

                                                          • Aging population holds potential for body care
                                                            • Figure 11: U.S. population aged 18 or older, by age, 2008-18
                                                          • Economic indicators stabilize, though remain shaky
                                                            • Figure 12: Thomson Reuters/University of Michigan Index of Consumer Sentiment, January 2007-April 2013
                                                            • Figure 13: Bureau of Labor Statistics unemployment/underemployment, January 2007-April 2013
                                                          • Households with kids on the rise
                                                            • Figure 14: Households by presence of children, 2002-12
                                                        • Competitive Context

                                                          • Consumers seek moisture in categories outside of body care
                                                            • Figure 15: Interest in moisturizing attribute when purchasing body wash or bar soap, by gender and age, December 2012-January 2013
                                                        • Retail Channels

                                                          • Key points
                                                            • Body care seeing minimal gains across all retail channels
                                                              • Figure 16: Total U.S. retail sales of body care products, by channel, 2010 and 2012
                                                            • Other retail channels dominate body care retail sales
                                                              • Drug stores and supermarkets losing market share
                                                                • Drug stores
                                                                  • Supermarkets
                                                                    • Figure 17: Total U.S. retail sales of body care products, by channel, at current prices 2007-12
                                                                • Leading Companies

                                                                  • Key points
                                                                    • Kao overtakes J&J and Unilever for top spot in body care category
                                                                      • Figure 18: MULO sales for Kao Corporation of Japan, rolling 52-weeks 2012 and 2013
                                                                      • Figure 19: MULO sales for Johnson & Johnson and Unilever, rolling 52-weeks 2012 and 2013
                                                                    • Beiersdorf posts sales gains
                                                                      • Figure 20: MULO sales for Beiersdorf Inc., rolling 52-weeks 2012 and 2013
                                                                    • Smaller, therapeutic brands see success in category
                                                                      • Figure 21: MULO sales for Chattem, Galderma Laboratories, E.T. Browne Drug and Valeant Pharmaceuticals, rolling 52-weeks 2012 and 2013
                                                                    • P&G struggles in body care
                                                                      • Figure 22: MULO sales for Procter & Gamble, rolling 52-weeks 2012 and 2013
                                                                    • Manufacturer sales of body care
                                                                      • Figure 23: MULO market share of body care, by leading companies, rolling 52-weeks 2012 and 2013
                                                                      • Figure 24: MULO sales of body care, by leading companies, rolling 52-weeks 2012 and 2013
                                                                  • Innovations and Innovators

                                                                    • New product launch trends
                                                                      • Figure 25: Body care and hand/nail cream product launches, by subcategory, 2007-13*
                                                                      • Figure 26: Body care and hand/nail cream product launches, by top 15 product claims, 2007-13*
                                                                    • Product innovations
                                                                      • Body oils
                                                                        • Body part specific
                                                                          • Intensive healing
                                                                            • Multi-functional
                                                                              • Night products
                                                                                • Seasonal products
                                                                                • Marketing Strategies

                                                                                  • Overview of the brand landscape
                                                                                    • Strategy: Quick and convenient
                                                                                      • Figure 27: Vaseline, “Ready Fast,” TV ad, 2013
                                                                                      • Figure 28: Garnier, “Gel Moisture,” TV ad, 2013
                                                                                    • Strategy: Marketing to men
                                                                                      • Figure 29: Palmer’s, “Football Twins,” TV ad, 2012
                                                                                      • Figure 30: NIVEA print ad, 2012
                                                                                    • Strategy: Treating skin conditions
                                                                                      • Figure 31: Gold Bond, “Under Control,” TV ad, 2013
                                                                                      • Figure 32: Curél print ad, 2012
                                                                                    • Strategy: Natural positioning/ Healthy skin
                                                                                      • Figure 33: Aveeno, “Looking Better,” TV ad, 2013
                                                                                      • Figure 34: St. Ives, “Just Like New,” TV ad, 2013
                                                                                      • Figure 35: Jergens print ad, 2013
                                                                                  • Social Media

                                                                                    • Key points
                                                                                      • Key social media metrics
                                                                                        • Figure 36: Key brand metrics, body care brands, May 2013
                                                                                      • Market overview
                                                                                        • Brand usage and awareness
                                                                                          • Figure 37: Usage and Awareness of selected body care brands, February 2013
                                                                                        • Interaction with brands
                                                                                          • Figure 38: Interaction with selected body care brands, February 2013
                                                                                        • Online conversations
                                                                                          • Figure 39: Percentage of consumer conversations, by selected body care brands, April 10-May 9, 2013
                                                                                          • Figure 40: Online mentions, selected body care brands, percent of daily mentions, by day, April 10-May 9, 2013
                                                                                        • Where are people talking about body care brands?
                                                                                          • Figure 41: Mentions, by page type, selected body care brands, percent of daily mentions, April 10-May 9, 2013
                                                                                        • What are people talking about?
                                                                                          • Figure 42: Mentions, by type of conversation, selected body care brands, April 10-May 9, 2013
                                                                                          • Figure 43: Major areas of discussion surrounding body care brands, percent of daily mentions, by day, April 10-May 9, 2013
                                                                                          • Figure 44: Major areas of discussion surrounding body care brands, by page type, April 10-May 9, 2013
                                                                                        • Brand analysis
                                                                                          • Vaseline
                                                                                            • Figure 45: Vaseline key social media indicators, May 2013
                                                                                          • Key online campaigns
                                                                                            • What we think
                                                                                              • Jergens
                                                                                                • Figure 46: Jergens key social media indicators, May 2013
                                                                                              • Key online campaigns
                                                                                                • What we think
                                                                                                  • Bath & Body Works
                                                                                                    • Figure 47: Bath & Body Works key social media indicators, May 2013
                                                                                                  • Key online campaigns
                                                                                                    • What we think
                                                                                                      • NIVEA
                                                                                                        • Figure 48: NIVEA key social media indicators, May 2013
                                                                                                      • Key online campaigns
                                                                                                        • What we think
                                                                                                          • Palmer’s
                                                                                                            • Figure 49: Palmer’s key social media indicators, May 2013
                                                                                                          • Key online campaigns
                                                                                                            • What we think
                                                                                                              • Eucerin
                                                                                                                • Figure 50: Eucerin key social media indicators, May 2013
                                                                                                              • Key online campaigns
                                                                                                                • What we think
                                                                                                                • Body Care Usage

                                                                                                                  • Key points
                                                                                                                    • Majority of consumers use hand and body lotion
                                                                                                                      • Figure 51: Body care product use, by gender, February 2013
                                                                                                                    • Women are primary users of body care, though men remain an opportunity
                                                                                                                      • Figure 52: Body care product use, by gender and age, February 2013
                                                                                                                    • Households with children over index for use of body care products
                                                                                                                      • Figure 53: Body care product use, by presence of children in household, February 2013
                                                                                                                      • Figure 54: Interested in and would be willing to pay more for body care claims based on price, by presence of children in household, February 2013
                                                                                                                  • Usage and Attitudes – Body Oil

                                                                                                                    • Key points
                                                                                                                      • Young women drive use of body oil
                                                                                                                        • Figure 55: Body oil usage, by gender and age, February 2013
                                                                                                                      • Concerns of greasiness, staining clothes could be hindering body oil usage
                                                                                                                        • Figure 56: Body oil attitudes, all vs. body oil users, February 2013
                                                                                                                        • Figure 57: Body oil attitudes, by gender and age, February 2013
                                                                                                                    • Shopping for Body Care

                                                                                                                      • Key points
                                                                                                                        • Skin needs dictate body care usage
                                                                                                                          • Brand familiarity and price influence shopping behavior
                                                                                                                            • Younger body care shoppers seeking customized options
                                                                                                                              • Figure 58: Body care shopping behaviors, by gender, February 2013
                                                                                                                              • Figure 59: Body care shopping behaviors, by gender and age, February 2013
                                                                                                                              • Figure 60: Body care shopping behaviors, by gender and household income, February 2013
                                                                                                                          • Interest in Body Care Claims Based on Price

                                                                                                                            • Key points
                                                                                                                              • Body care users value added functionality
                                                                                                                                • Figure 61: Interest in body care claims based on price, February 2013
                                                                                                                              • Men’s body care has room to grow
                                                                                                                                • Figure 62: Interested in and would be willing to pay more for body care claims based on price, by gender, February 2013
                                                                                                                              • Despite struggles, women are interested in anti-aging body care
                                                                                                                                • Figure 63: Interested in and would be willing to pay more for body care claims based on price, by gender and age, February 2013
                                                                                                                              • Value and functionality appeal to budget-conscious consumers
                                                                                                                                • Figure 64: Interested in and would be willing to pay more for body care claims based on price, by gender and household income, February 2013
                                                                                                                            • Interest in Body Care – Forms

                                                                                                                              • Key points
                                                                                                                                • Promotional incentives drive high interest
                                                                                                                                  • Figure 65: Interest in body care forms, February 2013
                                                                                                                                • Men interested in body care that emphasizes ease of use, convenience
                                                                                                                                  • Figure 66: Any interest in body care forms, by gender, February 2013
                                                                                                                                • Body care users interested in eco-friendly and refillable packaging
                                                                                                                                  • Figure 67: Any interest in body care forms, by gender and age, February 2013
                                                                                                                                  • Figure 68: Any interest in body care forms, by gender and household income, February 2013
                                                                                                                              • Interest in Body Care – Information Sources

                                                                                                                                • Key points
                                                                                                                                  • Body care users interested in samples, in-store information
                                                                                                                                    • Figure 69: Interest in body care information, February 2013
                                                                                                                                    • Figure 70: Any interest in body care information, by gender, February 2013
                                                                                                                                  • Mobile apps appeal to young adults
                                                                                                                                    • Figure 71: Any interest in body care information, by gender and age, February 2013
                                                                                                                                • Attitudes Toward Body Care

                                                                                                                                  • Key points
                                                                                                                                    • Women more likely to use different products depending on occasion
                                                                                                                                      • Opportunity for body care products with cosmetic benefits
                                                                                                                                        • Consumers unconvinced of the need for anti-aging body care
                                                                                                                                          • Figure 72: Body care attitudes, by gender, February 2013
                                                                                                                                          • Figure 73: Body care attitudes, by gender and age, February 2013
                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                        • Key points
                                                                                                                                          • Body care use varies by race
                                                                                                                                            • Figure 74: Body care product use, by race/Hispanic origin, February 2013
                                                                                                                                            • Figure 75: Body care attitudes, by race/Hispanic origin, February 2013
                                                                                                                                          • Asians seek more specialized body care solutions
                                                                                                                                            • Figure 76: Body care shopping behaviors, by race/Hispanic origin, February 2013
                                                                                                                                          • Interest in claims differs by race
                                                                                                                                            • Figure 77: Interested in and would be willing to pay more for body care claims based on price, by race/Hispanic origin, February 2013
                                                                                                                                            • Figure 78: Any interest in body care forms and information, by race/Hispanic origin, February 2013
                                                                                                                                        • Cluster Analysis

                                                                                                                                            • Figure 79: Body care clusters, February 2013
                                                                                                                                          • Cluster 1: Involved
                                                                                                                                            • Opportunities
                                                                                                                                              • Cluster 2: Habituals
                                                                                                                                                • Opportunities
                                                                                                                                                  • Cluster 3: Basic
                                                                                                                                                    • Opportunities
                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                        • Figure 80: Body care product use, by target clusters, February 2013
                                                                                                                                                        • Figure 81: Body care shopping behaviors, by target clusters, February 2013
                                                                                                                                                        • Figure 82: Any interest in body care claims based on price, by target clusters, February 2013
                                                                                                                                                        • Figure 83: Interested in and would be willing to pay more for body care claims based on price, by target clusters, February 2013
                                                                                                                                                        • Figure 84: Body care attitudes, by target clusters, February 2013
                                                                                                                                                        • Figure 85: Any interest in body care forms and information, by target clusters, February 2013
                                                                                                                                                      • Cluster demographics
                                                                                                                                                        • Figure 86: Target clusters, by demographic, February 2013
                                                                                                                                                      • Cluster methodology
                                                                                                                                                      • Key Household Purchase Measures – IRI Builders Panel Data

                                                                                                                                                          • Hand and Body Lotion
                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                              • Brand map
                                                                                                                                                                • Figure 87: Brand map, selected brands of hand and body lotion buying rate, by household penetration, 2012*
                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                • Key purchase measures
                                                                                                                                                                  • Figure 88: Key purchase measures for the top brands of hand and body lotion, by household penetration, 2012*
                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                • Body care usage
                                                                                                                                                                  • Figure 89: Body care product use, by gender, February 2013
                                                                                                                                                                  • Figure 90: Body care product use, by household income, February 2013
                                                                                                                                                                  • Figure 91: Body care product usage by each brand used, February 2013
                                                                                                                                                                • Shopping for body care
                                                                                                                                                                  • Figure 92: Shopping behaviors by body product usage, February 2013
                                                                                                                                                                  • Figure 93: Shopping behaviors by body product usage, February 2013
                                                                                                                                                                • Interest in body care claims based on price
                                                                                                                                                                  • Figure 94: Any interest in body care claims based on price, by gender, February 2013
                                                                                                                                                                  • Figure 95: Any interest in body care claims based on price, by gender and age, February 2013
                                                                                                                                                                  • Figure 96: Any interest in body care claims based on price, by gender and income, February 2013
                                                                                                                                                                • Attitudes toward body oil
                                                                                                                                                                  • Figure 97: Body oil attitudes, by gender, February 2013
                                                                                                                                                                  • Figure 98: Body oil attitudes, by gender and household income, February 2013
                                                                                                                                                              • Appendix – Social Media

                                                                                                                                                                • Usage and awareness
                                                                                                                                                                  • Figure 99: Brand usage or awareness, February 2013
                                                                                                                                                                  • Figure 100: Eucerin usage or awareness, by demographics, February 2013
                                                                                                                                                                  • Figure 101: Jergens usage or awareness, by demographics, February 2013
                                                                                                                                                                  • Figure 102: Vaseline usage or awareness, by demographics, February 2013
                                                                                                                                                                  • Figure 103: NIVEA usage or awareness, by demographics, February 2013
                                                                                                                                                                  • Figure 104: Palmer’s usage or awareness, by demographics, February 2013
                                                                                                                                                                  • Figure 105: Bath & Body Works usage or awareness, by demographics, February 2013
                                                                                                                                                                • Activities done
                                                                                                                                                                  • Figure 106: Activities done, February 2013
                                                                                                                                                                  • Figure 107: Eucerin – Activities done, by demographics, February 2013
                                                                                                                                                                  • Figure 108: Jergens – Activities done, by demographics, February 2013
                                                                                                                                                                  • Figure 109: Vaseline – Activities done, by demographics, February 2013
                                                                                                                                                                  • Figure 110: NIVEA – Activities done, by demographics, February 2013
                                                                                                                                                                  • Figure 111: Palmer’s – Activities done, by demographics, February 2013
                                                                                                                                                                  • Figure 112: Bath & Body Works – Activities done, by demographics, February 2013
                                                                                                                                                                • Online conversation
                                                                                                                                                                  • Figure 113: Percentage of consumer conversation by selected body care brands, April 10-May 9, 2013
                                                                                                                                                                  • Figure 114: Online mentions, selected body care brands, percent of daily mentions, by day, April 10-May 9, 2013
                                                                                                                                                                  • Figure 115: Mentions by page type, selected body care brands, percent of daily mentions, April 10-May 9, 2013
                                                                                                                                                                  • Figure 116: Mentions by type of conversation, selected body care brands, April 10-May 9, 2013
                                                                                                                                                                  • Figure 117: Major areas of discussion surrounding body care brands, percent of daily mentions, by day, April 10-May 9, 2013
                                                                                                                                                                  • Figure 118: Major areas of discussion surrounding body care brands, by page type, April 10-May 9, 2013
                                                                                                                                                              • Appendix – Information Resources, Inc. Builders Panel Data Definitions

                                                                                                                                                                  • Information Resources, Inc. Consumer Network Metrics
                                                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • Bath & Body Works
                                                                                                                                                                    • Beiersdorf AG
                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                    • Jergens Naturals
                                                                                                                                                                    • National Football League Inc.
                                                                                                                                                                    • Nivea
                                                                                                                                                                    • Skin Cancer Foundation
                                                                                                                                                                    • Sunglass Hut
                                                                                                                                                                    • Swarovski
                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                    • Unilever Plc
                                                                                                                                                                    • Victoria's Secret
                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                    Body Care - US - June 2013

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