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Medicated Skincare - US - December 2014

“Medicated skincare product sales are expected to grow steadily in the coming years. Market players can accelerate growth by delivering new product benefits, expanding into new categories, addressing the needs of consumers with chronic skin conditions, and increasing their engagement of Hispanic and Asian consumers.”
– Gabriela Elani, Home & Personal Care Analyst


Some questions answered in this report include:

  • How can brands grow sales in a mature, saturated market?
  • How can brands better address the needs of chronic sufferers?
  • What should brands do to better engage Hispanic and Asian consumers?

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • Figure 1: Total US retail sales and fan chart forecast of medicated skincare products, at current prices, 2009-19
                      • Market factors
                        • Total population growth will positively impact market
                          • Growing Hispanic and Asian populations will help the category
                            • Segment performance
                              • Figure 2: Total US retail sales and forecast of medicated skincare products, by segment, at current prices, 2011-16
                            • Market players
                              • Figure 3: Share of MULO sales of medicated skincare products, by leading companies, 2014
                            • The consumer
                              • Skin irritations affect many consumers
                                • Figure 4: Skin issues and sensitivities, September 2014
                              • Medicated skincare products most popular method of treatment
                                • Consumers take a functional approach to selecting medicated skincare products
                                  • Figure 5: Most important purchase considerations when selecting medicated skincare products, September 2014
                                • Consumers interested in and willing to pay extra for products with added functional and cosmetic benefits
                                  • Figure 6: Interest in new products, September 2014
                                • What we think
                                • Issues and Insights

                                    • How can brands grow sales in a mature, saturated market?
                                      • The issues
                                        • The implications
                                          • How can brands better address the needs of chronic sufferers?
                                            • The issues
                                              • The implications
                                                • What should brands do to better engage Hispanic and Asian consumers?
                                                  • The issues
                                                    • The implications
                                                    • Trend Applications

                                                        • Trend: Extend My Brand
                                                          • Trend: FSTR HYPR
                                                            • Trend: Return to the Experts
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Sales and forecast of medicated skincare products
                                                                  • Figure 7: Total US retail sales and forecast of medicated skincare products, at current prices, 2009-19
                                                                  • Figure 8: Total US retail sales and forecast of medicated skincare products, at inflation-adjusted prices, 2009-19
                                                                • Steady growth expected for medicated skincare market
                                                                  • Figure 9: Total US retail sales and fan chart forecast of medicated skincare products, at current prices, 2009-19
                                                                • Forecast methodology
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Consumer confidence is improving but consumers still look to save on functional personal care products
                                                                      • Figure 10: University of Michigan’s index of consumer sentiment (ICS), 2007-14
                                                                    • Total population growth will drive market
                                                                      • Figure 11: Population, by age, 2009-19
                                                                    • Hispanic and Asian population growth will help market
                                                                      • Figure 12: Population, by race and Hispanic Origin, 2009-19
                                                                  • Competitive Context

                                                                    • Doctors and dermatologists are preferred treatment option for some
                                                                      • Self-healing or “leave it alone” method also impacts category
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Medicated skincare product sales by segment
                                                                            • Figure 13: Segment share of total US retail sales of medicated skincare products, 2014
                                                                          • Anti-itch treatments are top segment in the category
                                                                            • Figure 14: Total US retail sales and forecast of anti-itch treatments, at current prices, 2009-19
                                                                          • Foot medications product sales growing
                                                                            • Figure 15: Total US retail sales and forecast of foot medications, at current prices, 2009-19
                                                                          • Cold sore medications experiencing sold sales growth
                                                                            • Figure 16: Total US retail sales and forecast of cold sore medications, at current prices, 2009-19
                                                                          • Skin growth remover solution segment showing signs of struggle
                                                                            • Figure 17: Total US retail sales and forecast of skin growth remover solutions, at current prices, 2009-19
                                                                        • Retail Channels

                                                                          • Key points
                                                                            • Most medicated skincare purchases happening through “other retail channels”
                                                                              • Drug stores post solid gains
                                                                                • Sales of medicated skincare products, by channel
                                                                                  • Figure 18: Total US retail sales of medicated skincare products, by channel, at current prices, 2009-14
                                                                              • Leading Companies

                                                                                • Key points
                                                                                  • Medicated skincare market is highly competitive
                                                                                    • MULO manufacturer sales of medicated skincare products
                                                                                      • Figure 19: MULO sales of medicated skincare products, by leading companies, 2013 and 2014
                                                                                  • Brand Share – Anti-Itch Products

                                                                                    • Key points
                                                                                      • Chattem tops the segment with Cortizone 10 and Gold Bond brands
                                                                                        • MULO sales of anti-itch products
                                                                                          • Figure 20: MULO sales of anti-itch products, by leading companies, 2013 and 2014
                                                                                      • Brand Share – Foot Medications

                                                                                        • Key points
                                                                                          • Merck & Co. top company in foot medications segment
                                                                                            • MULO sales of foot medications
                                                                                              • Figure 21: MULO sales of foot medications, by leading companies, 2013 and 2014
                                                                                          • Brand Share – Cold Sore Medications

                                                                                            • Key points
                                                                                              • GlaxoSmithKline dominates cold sore medication segment with Abreva
                                                                                                • MULO sales of cold sore medications
                                                                                                  • Figure 22: MULO sales of cold sore medications, by leading companies, 2013 and 2014
                                                                                              • Brand Share – Skin Growth Remover Solutions

                                                                                                • Key points
                                                                                                  • Every skin growth remover solution brand is struggling
                                                                                                    • MULO sales of skin growth remover solutions
                                                                                                      • Figure 23: MULO sales of skin growth remover solutions, by leading companies, 2013 and 2014
                                                                                                  • Innovations and Innovators

                                                                                                    • Private label accounts for a third of new product launches
                                                                                                      • Figure 24: Share of branded and private label medicated skincare product launches, 2009-14
                                                                                                    • More eczema-specific product options for babies
                                                                                                    • Marketing Strategies

                                                                                                      • Overview
                                                                                                        • Abreva continues to be tough on cold sores
                                                                                                          • Figure 25: Abreva “Don’t tough it out. Knock it out.” campaign
                                                                                                      • Incidence of Skin Irritations

                                                                                                        • Key points
                                                                                                          • Skin irritations affect consumers across demographic segments
                                                                                                            • Figure 26: Skin issues and sensitivities, September 2014
                                                                                                          • Younger consumers are important to the category
                                                                                                            • Figure 27: Skin issues and sensitivities, by gender and age, September 2014
                                                                                                        • Frequency of Skin Irritations

                                                                                                          • Key points
                                                                                                            • Most common skin irritations are seasonal for most consumers
                                                                                                              • Figure 28: Frequency at which skin issues occur, September 2014
                                                                                                            • Chronic skin irritations more apt to affect older consumers
                                                                                                              • Figure 29: Frequency at which skin issues occur – Chronic, by gender and age, September 2014
                                                                                                          • Treatment Methods

                                                                                                            • Key points
                                                                                                              • Medicated skincare products most popular treatment method
                                                                                                                • Figure 30: Treatment methods, September 2014
                                                                                                              • Usage of medicated skincare products highest among men
                                                                                                                • Figure 31: Treatment methods, by gender and age, September 2014
                                                                                                              • Most already have products in their homes
                                                                                                                • Figure 32: Acquisition of treatment product, September 2014
                                                                                                              • Younger consumers most likely to have to go out and buy products
                                                                                                                • Figure 33: Acquisition of treatment product, by gender and age, September 2014
                                                                                                            • Purchase Factors

                                                                                                              • Key points
                                                                                                                • Consumers want products that are easy to use and deliver fast results
                                                                                                                  • Figure 34: Most important purchase considerations when selecting medicated skincare products, September 2014
                                                                                                                • Women prioritize fast-acting formulas
                                                                                                                  • Figure 35: Purchase factors – Very important, by gender and age, September 2014
                                                                                                                • Parents are discerning medicated skincare shoppers
                                                                                                                  • Figure 36: Purchase factors – Very important, by parent with children in household, September 2014
                                                                                                              • Retail Opportunities

                                                                                                                • Key points
                                                                                                                  • Consumers want more treatment information in-store
                                                                                                                    • Figure 37: Interest in retail concepts, September 2014
                                                                                                                  • Younger consumers interested in mobile identification apps
                                                                                                                    • Figure 38: Interest in retail concepts, by gender and age, September 2014
                                                                                                                  • Parents with younger children interested in getting more information
                                                                                                                    • Figure 39: Interest in retail concepts, by parent with children in household, September 2014
                                                                                                                • New Product Opportunities

                                                                                                                  • Key points
                                                                                                                    • Consumers interested in products with added functional and cosmetic benefits
                                                                                                                      • Figure 40: Interest in new products, September 2014
                                                                                                                    • Younger consumers have interest in a number of new products
                                                                                                                      • Figure 41: Interest in new product – Interested in buying and would be willing to pay more for, by gender and age, September 2014
                                                                                                                    • Parents with children aged 11 and younger most willing to pay more for added benefits
                                                                                                                      • Figure 42: Interest in new product – Interested in buying and would be willing to pay more for, by parent with children in household, September 2014
                                                                                                                  • Incidence of Foot Ailments

                                                                                                                    • Key points
                                                                                                                      • Foot ailments are fairly prevalent among consumers
                                                                                                                        • Figure 43: Foot ailments, September 2014
                                                                                                                      • Older consumers will have more pressing foot care needs as they age
                                                                                                                        • Figure 44: Foot ailments, by gender and age, September 2014
                                                                                                                    • Treatments for Foot Ailments

                                                                                                                      • Key points
                                                                                                                        • Foot moisturizing creams, lotions, gels, and scrubs most popular treatment product
                                                                                                                          • Figure 45: Toe Pads
                                                                                                                          • Figure 46: Foot treatments, September 2014
                                                                                                                        • Men across age groups using more antifungal products
                                                                                                                          • Figure 47: Foot treatments, by gender and age, September 2014
                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                        • Key points
                                                                                                                          • Asians/Pacific Islanders and Hispanics most likely to have experienced skin irritations in the past year
                                                                                                                            • Figure 48: Skin issues and sensitivities, by race/Hispanic origin, September 2014
                                                                                                                          • Hispanics are discerning medicated skincare shoppers
                                                                                                                            • Figure 49: Purchase factors – Very important, by race/Hispanic origin, September 2014
                                                                                                                          • Hispanics looking for more information in store aisles
                                                                                                                            • Figure 50: Interest in retail concepts, by race/Hispanic origin, September 2014
                                                                                                                          • Hispanics could be early adopters of innovative new products
                                                                                                                            • Figure 51: Interest in new product – Interested in buying and would be willing to pay more for, by race/Hispanic origin, September 2014
                                                                                                                          • Hispanics more commonly struggle with skin-related foot ailments
                                                                                                                            • Figure 52: Foot ailments, by race/Hispanic origin, September 2014
                                                                                                                        • Appendix – Other Market Tables

                                                                                                                          • Segment performance
                                                                                                                            • Figure 53: Total US retail sales of medicated skincare products, by segment, at current prices, 2012-14
                                                                                                                          • Retail channels
                                                                                                                            • Figure 54: Total US retail sales of medicated skincare products, by channel, at current prices, 2012-14
                                                                                                                          • Key purchase measures
                                                                                                                            • Figure 55: Key purchase measures for the top medicated skincare brands, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                          • Incidence of skin irritations
                                                                                                                            • Figure 56: Skin issues and sensitivities, by area, September 2014
                                                                                                                            • Figure 57: Skin issues and sensitivities, by region, September 2014
                                                                                                                          • Frequency of skin irritations
                                                                                                                            • Figure 58: Frequency at which skin issues occur – Seasonal, by gender and age, September 2014
                                                                                                                            • Figure 59: Frequency at which skin issues occur – Once in a while, by gender and age, September 2014
                                                                                                                            • Figure 60: Frequency at which skin issues occur – Seasonal, by region, September 2014
                                                                                                                            • Figure 61: Frequency at which skin issues occur – Chronic, by region, September 2014
                                                                                                                          • Brand usage
                                                                                                                            • Figure 62: Antibiotic remedy brands used, by gender, April 2013-June 2014
                                                                                                                            • Figure 63: Antibiotic remedy brands used, by age, April 2013-June 2014
                                                                                                                            • Figure 64: Antibiotic remedy brands used, by household income, April 2013-June 2014
                                                                                                                          • Treatment methods
                                                                                                                            • Figure 65: Treatment methods, by household income, September 2014
                                                                                                                            • Figure 66: Acquisition of treatment product, by household income, September 2014
                                                                                                                          • Purchase factors
                                                                                                                            • Figure 67: Most important purchase considerations when selecting medicated skincare products, September 2014
                                                                                                                            • Figure 68: Purchase factors – Very important, by household income, September 2014
                                                                                                                          • Retail opportunities
                                                                                                                            • Figure 69: Interest in retail concepts, by household income, September 2014
                                                                                                                            • Figure 70: Interest in retail concepts, by area, September 2014
                                                                                                                          • New product opportunities
                                                                                                                            • Figure 71: Interest in new products, September 2014
                                                                                                                          • Race and Hispanic origin
                                                                                                                            • Figure 72: Antibiotic remedy brands used, by race/Hispanic origin, April 2013-June 2014
                                                                                                                            • Figure 73: Frequency at which skin issues occur – Seasonal (experience it less than two times per year), by race/Hispanic origin, September 2014
                                                                                                                            • Figure 74: Frequency at which skin issues occur – Chronic (experience it four or more times per year), by race/Hispanic origin, September 2014
                                                                                                                            • Figure 75: Treatment methods, by race/Hispanic origin, September 2014
                                                                                                                            • Figure 76: Acquisition of treatment product, by race/Hispanic origin, September 2014
                                                                                                                            • Figure 77: Foot treatments, by race/Hispanic origin, September 2014
                                                                                                                        • Appendix – Trade Associations

                                                                                                                            • American Academy of Dermatology
                                                                                                                              • Personal Care Products Council
                                                                                                                                • Pharmaceutical Research and Manufacturers of America (PhRMA)

                                                                                                                                Companies Covered

                                                                                                                                • Blistex Inc.
                                                                                                                                • Burt's Bees Inc.
                                                                                                                                • Chattem, Inc.
                                                                                                                                • GlaxoSmithKline (USA)
                                                                                                                                • Johnson & Johnson
                                                                                                                                • Merck & Co. Inc.
                                                                                                                                • Novartis Pharmaceuticals Corporation
                                                                                                                                • Stiefel Laboratories Inc.
                                                                                                                                • Walmart Stores (USA)

                                                                                                                                Medicated Skincare - US - December 2014

                                                                                                                                £3,277.28 (Excl.Tax)