Body Care - US - July 2012
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Sales of body care products declined by 10% from 2007-12 (19% when adjusted for inflation) to reach $2.5 billion, with the steepest declines seen in 2010 and 2011. This poor performance is likely due to a prolonged period of economic uncertainty that has consumers adjusting their use of non-essentials. What’s more, new product launches have not returned to pre-recession levels, offering consumers little in the way of offerings to get excited about.
A slightly improving economic climate will help stem sales losses in the near future. Mintel forecasts little discernible sales losses or gains through 2017. Inspiring growth in the category will require enhanced product innovation. This could come from an increased focus on men’s products, as well as through product specificity that encourages consumers to purchase products for specific uses. Mainstream brands should find that the time is ripe for the promotion of functional product benefits, such as those related to anti-aging. While consumer interest in such results-oriented products appears to have grown, sales performance in this higher-price point segment is struggling, an indication that lower-priced versions of these products may find favor among cost-conscious shoppers.
This report provides in-depth analysis of these factors, as well as close examination of the following:
- Current market drivers and opportunities to expand the body care products category
- Competition from shower and body wash products
- Leading brands, and leading brands segmented by average product price point
- What innovations manufacturers are promoting to generate interest among consumers
- How major brands are positioning themselves through TV ads and online promotion in this highly competitive category
- The shifting popularity of retail channels, and which channels are best meeting consumer needs
- Consumer usage, behavior, attitudes toward body care products by key demographic
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