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The Beauty and Personal Care Consumer - US - August 2009

There are several circumstances that can shift how consumers shop for market basket staples. Food shopping tends to adjust seasonally while household paper goods are pursued in bulk to maximize savings. Beauty and personal care items are core purchases as well, but the dynamics surrounding how these choices are made are subtle and often difficult to predict. Mintel’s exclusive consumer survey takes a strategic approach to defining the beauty and personal care consumer by asking how respondents have intentionally augmented their beauty and personal care (BPC) purchases during the recession along with other key insights concerning desired product attributes. The key areas discussed in this report include:

  • An in-depth look at consumer purchasing behavior, particularly in light of the recession
  • Analysis of the key players in the BPC market and how they’re trying to stay on top
  • A look at companies that are continuing to innovate in order to generate excitement in consumers wearied by economic concerns
  • A closer look at the role of private label goods and how they’re impacting the market

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Table of contents

  1. Scope and Themes

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

                  • The BPC market overall
                    • The competition
                      • Impact of the recession
                        • Interest in clinical studies and product benefits
                          • Acceptance of product claims
                            • Desire for multifunctional products
                              • Attitudes towards toiletries/cosmetics
                                • Discount shopping and the retailers of choice
                                • Insights and Opportunities

                                  • Saving on multi-use cosmetics
                                    • Consumer as detective
                                      • Stressed-out society
                                        • Rethinking business, capitalism and consumerism
                                          • Transparency
                                          • Inspire Insights

                                              • Will the beauty industry ever become free from smoke and mirrors?
                                                • What we’ve seen
                                                  • Focus on what is rather than what isn't
                                                    • But wait; there’s more…
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Figure 1: Total FDMx U.S. sales and forecast of BPC products, at current prices, 2003-13
                                                        • Figure 2: Total FDMx U.S. sales and forecast of BPC products, at current prices, 2003-13 (continued)
                                                    • Competitive Context

                                                      • Companies touting value and quality in order to compete with private label
                                                        • Two-in-one products decrease the need for certain items
                                                        • Recession Impact

                                                          • Key points
                                                            • Oral care, shampoo/conditioner, deodorant and shaving
                                                              • Figure 3: Recession concerns for oral care, shampoo/conditioner, deodorant and shaving purchases, by gender and age, May 2009
                                                              • Figure 4: Recession concerns for oral care, shampoo/conditioner, deodorant and shaving purchases, by household income, May 2009
                                                            • Shower gels, hand soap and body/hand lotion
                                                              • Figure 5: Recession concerns for body soap/shower gel, hand soap, body/hand lotion purchases, by gender and age, May 2009
                                                              • Figure 6: Recession concerns for body soap/shower gel, hand soap, body/hand lotion purchases, by household income, May 2009
                                                            • Sunblock, sunless tanners, and insect repellent
                                                              • Figure 7: Recession concerns for sun protection/block, sunless tanner, insect repellent purchases, by gender and age, May 2009
                                                              • Figure 8: Recession concerns for sun protection/block, sunless tanner, insect repellent purchases, by household income, May 2009
                                                            • Facial cleansers, facial moisturizers and acne care
                                                              • Figure 9: Recession concerns for facial cleanser, facial moisturizer, acne care products purchases, by gender and age, May 2009
                                                          • Women and Facial Skincare

                                                            • Anti-aging, day cream and night cream
                                                              • Figure 10: Recession concerns among females for anti-aging, day cream, and night cream purchases, by age, May 2009
                                                            • Facial cleanser, toner, exfoliating scrub and make-up remover
                                                              • Figure 11: Recession concerns among women for facial cleanser, toner, exfoliating scrub, and make-up remover purchases, by age, May 2009
                                                              • Figure 12: Recession concerns among women for facial cleanser, toner, exfoliating scrub, and make-up remover purchases, by household income, May 2009
                                                            • All color cosmetics and nail polish
                                                              • Figure 13: Recession concerns among women for color cosmetics and nail polish, by age, part one, May 2009
                                                              • Figure 14: Recession concerns among women for color cosmetics and nail polish, by age, part two, May 2009
                                                              • Figure 15: Recession concerns among women for color cosmetics and nail polish, by age, part three, May 2009
                                                              • Figure 16: Recession concerns among women for color cosmetics and nail polish, by household income, part one, May 2009
                                                              • Figure 17: Recession concerns among women for color cosmetics and nail polish, by household income, part two, May 2009
                                                              • Figure 18: Recession concerns among women for color cosmetics and nail polish, by household income, part three, May 2009
                                                            • Sanitary protection
                                                              • Figure 19: Recession concerns for feminine protection purchases, by age, May 2009
                                                          • Interest in Clinical Studies and Product Benefits

                                                            • Clinical studies
                                                              • Figure 20: Interest in clinical studies, by gender and age, May 2009
                                                              • Figure 21: Interest in clinical studies, by household income, May 2009
                                                              • Figure 22: Interest in clinical studies, by region, May 2009
                                                            • Product benefits
                                                              • Figure 23: Interest in product benefits, by gender and age, May 2009
                                                              • Figure 24: Interest in product benefits, by household income, May 2009
                                                              • Figure 25: Interest in product benefits, by region, May 2009
                                                          • Acceptance of Product Claims

                                                              • Figure 26: Belief in product claims, by gender and age, May 2009
                                                          • Seeking Multifunctional Products

                                                              • Figure 27: Interest in multifunctional benefits, by gender and age, May 2009
                                                              • Figure 28: Interest in multifunctional benefits, by household income, May 2009
                                                          • Attitudes towards Toiletries and Cosmetics

                                                              • Figure 29: Attitudes towards toiletries and cosmetics, by gender and age, October 2007-December 2008
                                                              • Figure 30: Attitudes towards toiletries and cosmetics, by region, October 2007-December 2008
                                                          • Where Consumers Discount Shop for BPC Items

                                                                • Figure 31: Cosmetics purchases, by gender and age, October 2007-December 2008
                                                                • Figure 32: Cosmetics purchases, by household income, October 2007-December 2008
                                                                • Figure 33: Cosmetics purchases, by region, October 2007-December 2008
                                                            • Impact of Race

                                                              • Recession impact
                                                                • Oral care, shampoo/conditioner, deodorant and shaving
                                                                  • Figure 34: Recession concerns for oral care, shampoo/conditioner, deodorant and shaving purchases, by race, May 2009
                                                                • Shower gels, hand soap, and body/hand lotion
                                                                  • Figure 35: Recession concerns for body soap/shower gel, hand soap, body/hand lotion purchases, by race, May 2009
                                                                • Sunblock, sunless tanners, and insect repellent
                                                                  • Figure 36: Recession concerns for sun protection/block, sunless tanner, insect repellent purchases, by race, May 2009
                                                                • Women and facial skincare
                                                                  • Anti-aging, day cream and night cream
                                                                    • Figure 37: Recession concerns among women for anti-aging, day cream, and night cream purchases, by race, May 2009
                                                                  • Sanitary protection
                                                                    • Figure 38: Recession concerns for feminine protection purchases, by race, May 2009
                                                                  • Interest in clinical studies and product benefits
                                                                    • Figure 39: Interest in clinical studies, by race, May 2009
                                                                  • Seeking multifunctional products
                                                                    • Figure 40: Interest in multifunctional benefits, by race, May 2009
                                                                  • Attitudes towards toiletries and cosmetics
                                                                    • Figure 41: Attitudes towards toiletries and cosmetics, by race/Hispanic origin, October 2007-December 2008
                                                                  • Where consumers discount shop for BPC items
                                                                    • Figure 42: Cosmetics purchases, by race/Hispanic origin, October 2007-December 2008
                                                                • Market Factors

                                                                  • Flagging economy leads to personal care trade-downs, some of which may be permanent
                                                                    • Changing demographics of the female population
                                                                      • Figure 43: Female population, by age, 2004-14
                                                                    • Teen population will have a negative impact
                                                                      • Figure 44: U.S. teen population aged 12-17, projected growth trends in five-year intervals, 2000-30
                                                                  • Leading Companies

                                                                    • Key points
                                                                      • Leading companies in the BPC aisle
                                                                        • Figure 45: Leading BPC companies
                                                                    • Company Cultures

                                                                      • Johnson & Johnson
                                                                        • Kiehl’s
                                                                          • Beiersdorf
                                                                          • Newest BPC Finds

                                                                            • Therapeutic or indulgent
                                                                              • Innovation from spa/salon brands
                                                                                • New active ingredients
                                                                                  • Sun and slimming
                                                                                    • Longevity and multitasking in the BPC aisles
                                                                                      • Products for the stressed-out consumer
                                                                                      • Cluster Analysis

                                                                                          • Brand-loyal, recession-proof
                                                                                            • Opportunity
                                                                                              • Multifunctional economizers
                                                                                                • Opportunity
                                                                                                  • Non-purchasers
                                                                                                    • Opportunity
                                                                                                      • Cluster characteristics
                                                                                                        • Figure 46: Female beauty and personal care clusters, May 2009
                                                                                                        • Figure 47: Recessionary concerns for oral care and haircare, by female beauty and personal care clusters, May 2009
                                                                                                        • Figure 48: Recessionary concerns of skincare and make-up, by female beauty and personal care clusters, May 2009
                                                                                                        • Figure 49: Interest in clinically tested products, by female beauty and personal care clusters, May 2009
                                                                                                        • Figure 50: Level of interest for product benefits, by female beauty and personal care clusters, June 2009
                                                                                                        • Figure 51: Belief in product claims, by female beauty and personal care clusters, May 2009
                                                                                                        • Figure 52: Interest in money-saving multifunctional products, by female beauty and personal care clusters, May 2009
                                                                                                      • Cluster demographics
                                                                                                        • Figure 53: Female beauty and personal care clusters, by age, May 2009
                                                                                                        • Figure 54: Female beauty and personal care clusters, by household income, May 2009
                                                                                                        • Figure 55: Female beauty and personal care clusters, by race, May 2009
                                                                                                        • Figure 56: Female beauty and personal care clusters, by Hispanic origin, May 2009
                                                                                                        • Figure 57: Female beauty and personal care clusters, by marital status, May 2009
                                                                                                      • Cluster methodology
                                                                                                      • Custom Consumer Groups

                                                                                                        • Attitudes towards toiletries and cosmetics
                                                                                                          • Figure 58: Attitudes towards toiletries and cosmetics, by marital status and presence of children, October 2007-December 2008
                                                                                                        • Where consumers discount shop for BPC items
                                                                                                          • Figure 59: Retail choice for BPC purchases, by marital status and presence of children, October 2007-December 2008
                                                                                                      • Appendix: Other Useful Consumer Tables

                                                                                                          • Figure 60: Recession concerns for facial cleanser, facial moisturizer, acne care products purchases, by household income, May 2009
                                                                                                        • Product benefits
                                                                                                          • Figure 61: Interest in product benefits, by race, May 2009
                                                                                                      • Appendix: Trade Associations

                                                                                                        Companies Covered

                                                                                                        • Alberto-Culver USA Inc
                                                                                                        • American Academy of Dermatology
                                                                                                        • American Beauty Association
                                                                                                        • Avon USA
                                                                                                        • Beiersdorf, Inc. (USA)
                                                                                                        • Bumble & Bumble
                                                                                                        • Chattem, Inc.
                                                                                                        • Church & Dwight Co. Inc
                                                                                                        • Colgate-Palmolive Company
                                                                                                        • Costco Wholesale Corporation
                                                                                                        • CVS Caremark Corporation
                                                                                                        • Dial Corporation, The
                                                                                                        • Dillard's, Inc
                                                                                                        • Food and Drug Administration
                                                                                                        • GlaxoSmithKline (USA)
                                                                                                        • Greenfield Online
                                                                                                        • Grocery Manufacturers of America (GMA)
                                                                                                        • Independent Cosmetic Manufacturers and Distributors Inc. (ICMAD)
                                                                                                        • JCPenney (department stores and catalog)
                                                                                                        • Johnson & Johnson
                                                                                                        • Kao Brands Company
                                                                                                        • Kmart Corporation
                                                                                                        • Kohl's Corporation
                                                                                                        • L'Oréal USA
                                                                                                        • Macy's, Inc.
                                                                                                        • Meijer
                                                                                                        • National Association of Chain Drug Stores (NACDS)
                                                                                                        • National Cosmetology Association (NCA)
                                                                                                        • Neutrogena Corporation
                                                                                                        • Nivea
                                                                                                        • Nordstrom
                                                                                                        • Personal Care Products Council
                                                                                                        • Pfizer Inc
                                                                                                        • Procter & Gamble Company (The)
                                                                                                        • Procter & Gamble USA
                                                                                                        • QUINOA CORPORATION
                                                                                                        • Revlon USA
                                                                                                        • Schering-Plough Corporation
                                                                                                        • Society of Cosmetic Chemists (SCC)
                                                                                                        • Stiefel Laboratories Inc.
                                                                                                        • Target Corporation
                                                                                                        • The Cosmetic Toiletry & Perfumery Association Limited (UK)
                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                        • U.S. Bureau of the Census
                                                                                                        • Unilever USA
                                                                                                        • Walgreen Co
                                                                                                        • Walmart Stores (USA)
                                                                                                        • Wyeth
                                                                                                        • Yves Rocher Groupe

                                                                                                        The Beauty and Personal Care Consumer - US - August 2009

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