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Nail Color and Care - US - January 2016

Definition

This report covers the US market for nail color and care products and includes products specifically intended for use on the nails, not the hands or other parts of the body. Mintel defines the nail color and care market as follows:

  • Nail polish
  • Nail accessories and implements (ie, nail files, clippers, and trimmers)
  • Nail treatments (ie, nail strengtheners, ridge fillers, top coats, base coats)
  • Artificial nails and accessories (ie, press-on nails, nail tips)
  • Nail polish removers (includes both acetone and non-acetone polish removers)

Overview

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

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Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

This report looks at the following areas:

  • Cyclical trends have led to a downturn in the market since 2013
  • Nail polish segment struggles
  • Declining engagement among trend-driven teens

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Cyclical trends have led to a downturn in the market since 2013
            • Figure 1: Total US sales and fan chart forecast of nail color and care products, at current prices, 2010-20
          • Nail polish segment struggles
            • Figure 2: Sales of nail color and care products, by segment, at current prices, 2013 and 2015
          • Declining engagement among trend-driven teens
            • Figure 3: Nail product usage and frequency of usage (#) among teens aged 12-17, 2010-15
          • The opportunities
            • Millennials vital in shaping current trends and driving growth
              • Figure 4: Types of nail services done, any, by Millennials, October 2015
            • Hispanic women are highly engaged in the category
              • Figure 5: Types of nail services done, any, by Hispanic origin, October 2015
            • Gel polish is driving sales in the nail polish segment
              • Figure 6: Gel nail polish usage at home, November 2014 and October 2015
            • Concern about ingredient safety and damage to nails
              • Figure 7: Attitudes toward nail product safety and natural products, by Hispanic origin, October 2015
            • What it means
            • The Market – What You Need to Know

              • Category sales wane, salons pose increased competition
                • Nail polish segment sees sales decline from 2013-15
                  • Millennials and Hispanics will shape market development through 2020
                  • Market Size and Forecast

                    • Cyclical nature of trend-driven market limits growth
                      • Outreach to specific demographic groups may boost sales
                        • Figure 8: Total US sales and fan chart forecast of nail color and care products, at current prices, 2010-20
                        • Figure 9: Total US sales and forecast of nail color and care products, at current prices, 2010-20
                    • Market Breakdown

                      • Largest segment, nail polish, sees sales drop
                        • Figure 10: Sales of nail color and care sales, by segment share, at current prices, 2015
                      • Positive growth for nail tools and treatment segments
                        • Figure 11: Sales of nail color and care products, by segment, at current prices, 2013 and 2015
                      • Other retail channels account for majority of category sales
                        • Figure 12: Total US sales of nail color and nail care products, by channel, at current prices, 2013 and 2015
                    • Market Perspective

                      • Usage of nail salon services on the rise with economic upswing
                        • Salon services grow in popularity from 2013-15
                          • Figure 13: Nail services done at a salon, October 2013, November 2014, and October 2015
                        • Affluent women are most likely to visit salons
                          • Figure 14: Select nail services done at a salon, by household income, October 2015
                          • Figure 15: More time spent on professional nail services than 12 months ago, by household income, October 2015
                      • Market Factors

                        • Declining engagement in the nail category, especially among teens
                          • Figure 16: Nail product usage among women and teens, February 2009-March 2015
                          • Figure 17: Mean (#) use of nail products among women and teens, February 2009-March 2015
                        • Millennial population should drive category growth
                          • Figure 18: Select nail services done, any, by generation, October 2015
                          • Figure 19: Population by generations, 2010-20
                        • Hispanic population growth should drive market growth
                          • Figure 20: Select types of nail services done, any, by Hispanic origin, October 2015
                          • Figure 21: Population by Hispanic origin, 2010-2020
                      • Key Players – What You Need to Know

                        • Coty Beauty posts gains thanks to Miracle Gel success
                          • Nail treatments offer growth opportunities; Kiss Products builds share
                            • Natural products, mobile apps, and time-saving features to drive future growth
                            • Manufacturer Sales of Nail Color and Care

                              • MULO sales reflect segment trends
                                • Market leader Coty Beauty grows sales thanks to gel polish success
                                  • Kiss Products, with gains in accessories and artificial nails, builds share
                                    • Manufacturer sales of nail color and care
                                      • Figure 22: MULO sales of nail color and care, by leading companies, rolling 52 weeks 2014 and 2015
                                  • What’s Working?

                                    • Gel hybrid products, with Sally Hansen’s Miracle Gel a standout success
                                      • Figure 23: Miracle gel ad, Sally Hansen, July 2015
                                      • Figure 24: Miracle gel “tribal vibe” colors, Sally Hansen, September 2015
                                    • Demand for nail treatments offers bright spot for major brands
                                      • Kiss Products is solid performer
                                        • Private label dominates removers, but smaller suppliers show gains
                                          • Figure 25: Ad for Cutex twister nail polish remover, 2015
                                        • Co-branding and brand ambassadors to connect with fashion, culture
                                        • What’s Struggling?

                                          • Traditional nail polishes lose sales to gel polishes and private label
                                            • In accessories, major brands struggle as private label builds share
                                            • What’s Next?

                                              • Online tools for product selection and mobile apps to match colors
                                                • Figure 26: Ad for “So Mani Choices” ManiMatch App, 2015
                                              • Natural and chemical-free products
                                                • Time-saving spray-on products and small sizes
                                                • The Consumer – What You Need to Know

                                                  • Gel manicures are gaining traction
                                                    • Gel polish seen as durable, good value, even as some concerns persist
                                                      • Main influencer for color choice is suitability for everyday wear
                                                        • Moms, Hispanics, and 18-34-year-olds invest more time on nails
                                                          • Concerns about chemicals and damage to nails warrant focus
                                                            • Smaller products appeal to impulse buys, may help boost sales
                                                            • Types of Nail Services Done

                                                              • Single color manicures and pedicures remain most popular services
                                                                • Figure 27: Types of nail services done, October 2015
                                                              • Trended data shows strong growth in at-home gel manicures
                                                                • Figure 28: Nail services done myself, October 2013, November 2014, and October 2015
                                                              • Those aged 25-34 and moms over index for a range of services
                                                                  • Figure 29: Types of nail services done myself, by age and parental status, October 2015
                                                                • At-home services popular across income levels
                                                                    • Figure 30: Types of nail services done myself, by household income, October 2015
                                                                  • Hispanic women more likely to do specialty manicures
                                                                    • Figure 31: Types of nail services done myself, by race and Hispanic origin, October 2015,
                                                                • Nail Products Used

                                                                  • Colored nail polish and remover are most widely used products
                                                                    • Figure 32: Nail product usage, October 2015
                                                                  • Those aged 55+ or without kids rely on traditional products
                                                                      • Figure 33: Nail product usage, by age, parental status and Hispanic origin, October 2015
                                                                  • Usage of Gel Nail Polish

                                                                    • Usage growing for hybrid gel products
                                                                      • Figure 34: Gel nail polish usage, November 2014 and October 2015
                                                                    • Household income and age shape usage of gel polish
                                                                      • Figure 35: Gel nail product usage, by age, household income and parental status, October 2015
                                                                    • Hispanics over index for usage of gel polish
                                                                      • Figure 36: Gel nail product usage, by Hispanic origin, October 2015
                                                                  • Attitudes toward Gel Nail Polish

                                                                    • Nearly one third agree that gel polish outlasts conventional polish
                                                                      • Opportunity lies in building awareness and addressing concerns
                                                                          • Figure 37: Attitudes toward gel polish, October 2015
                                                                        • Those aged 18-34 have stronger awareness of pros and cons
                                                                          • Figure 38: Positive attitudes toward gel polish, by age, October 2015
                                                                          • Figure 39: Concerns toward gel polish, by age, October 2015
                                                                        • Hispanics aware of gel polish, see as worth the cost
                                                                          • Figure 40: Positive attitudes toward gel polish, by Hispanic orgin, October 2015
                                                                          • Figure 41: Concerns toward gel polish, by Hispanic origin, October 2015
                                                                      • Selection of Nail Polish Color

                                                                        • Top reason for selecting color is appropriate for everyday wear
                                                                          • Expression of personality and on-trend colors also shape choices
                                                                              • Figure 42: Nail polish color influencers when using at home or shopping for new color, October 2015
                                                                            • Color choice at salon more likely driven by trends, self-expression
                                                                                • Figure 43: Nail polish color influencers when visiting a salon, October 2015
                                                                              • Younger users more likely to seek color to express personality, style
                                                                                  • Figure 44: Nail polish color influencers when selecting for at-home use, part I, by age, October 2015
                                                                                  • Figure 45: Nail polish color influencers when selecting for at-home use, part II, by age, October 2015
                                                                                • Hispanics look to reviews, friends, and online for color ideas
                                                                                  • Figure 46: Nail polish color influencers when selecting for at-home use, by Hispanic origin, October 2015
                                                                              • Time Spent on Nails

                                                                                • Women spending less time shopping for polish
                                                                                  • Figure 47: Time spent on nails, October 2015
                                                                                • 25-34-year-olds, moms spending more time in category
                                                                                  • Figure 48: More time spent on nails than 12 months ago, by age and parental status, October 2015
                                                                                • Hispanics also more likely to invest time in relation to nails
                                                                                  • Figure 49: More time spent on nails than 12 months ago, by race/Hispanic origin, October 2015
                                                                              • Attitudes toward Nail Product Safety and Natural Products

                                                                                • Concern about ingredient safety drives interest in natural products
                                                                                    • Figure 50: Attitudes toward nail product safety and natural products, October 2015
                                                                                  • Those aged 25-34 and moms have positive attitudes to natural polishes
                                                                                    • Figure 51: Attitudes toward nail product safety and natural products, by age and parental status, October 2015
                                                                                  • Hispanics concerned about chemicals and damage to nails
                                                                                    • Figure 52: Attitudes toward nail product safety and natural products, by race and Hispanic origin, October 2015
                                                                                • Attitudes toward Experimentation

                                                                                  • Opportunities to promote sample sizes, spur impulse buys
                                                                                      • Figure 53: Attitudes toward experimentation, October 2015
                                                                                    • Younger users seek ideas on social media, may value customization
                                                                                        • Figure 54: Attitudes toward experimentation, by age and parental status, October 2015
                                                                                    • Appendix: Data Sources and Abbreviations

                                                                                      • Data sources
                                                                                        • Sales data
                                                                                          • Fan chart forecast
                                                                                            • Consumer survey data
                                                                                              • Consumer qualitative research
                                                                                                • Abbreviations and terms
                                                                                                  • Abbreviations
                                                                                                    • Terms
                                                                                                    • Appendix: Market

                                                                                                      • Market factors
                                                                                                        • Figure 55: Consumer Confidence, 2010-15
                                                                                                      • Market size
                                                                                                        • Figure 56: Total US sales and forecast of nail color and care, at inflation-adjusted prices, 2010-20
                                                                                                      • Market breakdown
                                                                                                        • Figure 57: Total US retail sales and forecast of nail polish, at current prices, 2010-20
                                                                                                        • Figure 58: Total US retail sales and forecast of nail accessories and tools, at current prices, 2010-20
                                                                                                        • Figure 59: Total US retail sales and forecast of nail treatments, at current prices, 2010-20
                                                                                                        • Figure 60: Total US retail sales and forecast of artificial nails and accessories, at current prices, 2010-20
                                                                                                        • Figure 61: Total US retail sales and forecast of nail polish removers, at current prices, 2010-20
                                                                                                      • Base table
                                                                                                        • Figure 62: Summary of bases for nail product usage and mean (#) usage of nail products, February 2009-March 2015
                                                                                                    • Appendix: Key Players

                                                                                                      • Manufacturer sales of nail polish
                                                                                                        • Figure 63: MULO sales of nail polish, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                                      • Manufacturer sales of nail accessories and tools
                                                                                                        • Figure 64: MULO sales of nail accessories and tools, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                                      • Manufacturer sales of nail treatments
                                                                                                        • Figure 65: MULO sales of nail treatments, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                                      • Manufacturer sales of artificial nails and accessories
                                                                                                        • Figure 66: MULO sales of artificial nails and accessories, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                                      • Manufacturer sales of nail polish removers
                                                                                                        • Figure 67: MULO sales of nail polish removers, by leading companies and brands, rolling 52 weeks 2014 and 2015

                                                                                                    Companies Covered

                                                                                                    • Walmart Stores (USA)

                                                                                                    Nail Color and Care - US - January 2016

                                                                                                    £3,199.84 (Excl.Tax)