Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance
- Category sales concentrated among three players
- Drug stores dominate retail channels
- Subtle demographic shifts will affect market for nail color and care
- One brand controls nail polish segment
- Usage, attitudes and motivations
Insights and Opportunities
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- Opportunity exists for a value proposition
- Growing with teens and tweens
Inspire Insights
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- Introduction
- Are consumers cutting out the middleman?
- What’s it about?
- Salon alternatives are flourishing
Market Size and Forecast
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- Key points
- Category faces potential challenges to growth
- Sales and forecast
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- Figure 1: U.S. FDMx sales and forecast of nail color and care, at current prices, 2003-13
- Figure 2: U.S. FDMx sales of nail color and care, at inflation-adjusted prices, 2003-13
- Walmart sales
Competitive Context
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- Impact of nail salons is unclear
- DIY still a challenge
- At-home products mirror those at salons
Segment Performance—Overview
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- Key points
- Nail polish leads the category
- Nail color and care sales, by segment
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- Figure 3: FDMx sales of nail color and care, by segment, 2006 and 2008
Segment Performance—Nail Polish
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- Key point
- Nail polish struggles to retain relevance
- Nail polish sales and forecast
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- Figure 4: U.S. FDMx sales and forecast of nail polish, at current prices, 2003-13
Segment Performance—Nail Implements
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- Key point
- A limited audience curbing growth
- Nail implements sales and forecast
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- Figure 5: U.S. FDMx sales and forecast of nail implements, at current prices, 2003-13
Segment Performance—Artificial Nails
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- Key point
- Teens driving the market
- Artificial nails sales and forecast
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- Figure 6: U.S. FDMx sales and forecast of artificial nails, at current prices, 2003-13
Segment Performance—Nail Treatment
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- Key point
- Steady growth a result of DIY treatment
- Explaining the surge in 2007
- Nail treatment sales and forecast
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- Figure 7: U.S. FDMx sales and forecast of nail treatment, at current prices, 2003-13
Segment Performance—Nail Polish Removers
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- Key point
- Various factors curbing growth
- Nail polish removers sales and forecast
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- Figure 8: U.S. FDMx sales and forecast of nail polish removers, at current prices, 2003-13
Segment Performance—Nail Polish Accessories
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- Key point
- Nail polish accessories lost in the shuffle
- Nail polish accessories sales and forecast
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- Figure 9: FDMx sales and forecast of nail polish accessories, at current prices, 2003-13
Retail Channels
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- Key points
- Drug stores continue to dominate as other channels falter
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- Figure 10: U.S. FDMx sales of nail color and care, by retail channel, 2006 and 2008
Retail Channels—Drug Stores
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- Key points
- Drug stores making gains after stagnation
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- Figure 11: Drug store sales of nail color and care, 2003-08
Retail Channels—Supermarkets and Mass
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- Key point
- Supermarkets and mass merchandisers unable to capitalize on economic woes
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- Figure 12: Supermarkets and mass merchandisers’* sales of nail color and care, 2003-08
Market Drivers
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- Key points
- Population growth of women in key demographic groups will be variable
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- Figure 13: Female population, by age, 2004-14
- Teen population will have a negative impact
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- Figure 14: U.S. teen population aged 12-17, projected growth trends, 2000-30
- Flagging economy enables personal care trade-downs
- Need for thrift means more time for DIY
- Industry cutbacks
Leading Companies
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- Key points
- Coty strengthening its position in the nail color and care category
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- Figure 15: FDMx sales of nail color and care products, by leading manufacturers, 2006 and 2008
Brand Share—Nail Polish
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- Key points
- New products reeling consumers in
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- Figure 16: FDMx manufacturer and brand sales of nail polish in the U.S., 2006 and 2008
Brand Share—Nail Implements
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- Key point
- Private label posts gains amidst overall decline
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- Figure 17: FDMx manufacturer and brand sales of nail implements in the U.S., 2006 and 2008
Brand Share—Artificial Nails
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- Key point
- A niche segment
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- Figure 18: FDMx manufacturer and brand sales of artificial nails in the U.S., 2006 and 2008
Brand Share—Nail Treatment
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- Key point
- Coty dominates the nail treatment segment
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- Figure 19: FDMx manufacturer and brand sales of nail treatment in the U.S., 2006 and 2008
Brand Share—Nail Polish Remover
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- Key point
- Private label the big winner
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- Figure 20: FDMx manufacturer and brand sales of nail polish remover in the U.S., 2006 and 2008
Brand Share—Nail Polish Accessories
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- Key point
- Nail accessories continue to play a role
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- Figure 21: FDMx manufacturer and brand sales of nail polish accessories in the U.S., 2006 and 2008
Brand Qualities
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- Sally Hansen
- Kiss Products
- OPI
- Revlon
- W.E. Bassett
Innovation and Innovators
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- Overview
- Improved products
- Capturing trends in color
Advertising and Promotion
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- Key points
- Brand focus: Fungi Nail
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- Figure 22: Fungi Nail TV ad, 2008
- Brand focus: Nails AR New
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- Figure 23: Nails AR New TV Ad, 2008
- Brand focus: Natural 10 Beauty Nail Care
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- Figure 24: Natural 10 Beauty Nail Care TV ad, 2009
- Brand focus: Nutra Nail Growth Formula
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- Figure 25: Nutra Nail Growth Formula TV ad, 2008
- Brand focus: Sure Clip
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- Figure 26: Sure Clip TV ad, 2009
Usage of Nail color and Care Products/Services
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- Percentage of women using nail polish unchanged
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- Figure 27: Use of nail polish among adult women, July 2007-September 2008
- Usage of nail polish decreases with age
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- Figure 28: Use of nail polish among adult women, by age, July 2007-September 2008
- Incidence of usage decreases with lower income
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- Figure 29: Use of nail polish among adult women, by household income, July 2007-September 2008
- Higher turnover of nail care products more likely among younger women
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- Figure 30: Use of nail polish remover and other nail care products among adult women, by age, February 2009
- Nail strengthening most frequently tried nail care option
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- Figure 31: Use of other nail products/services among adult women, by age, February 2009
Brand Usage
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- Sally Hansen retains a slight lead over other brands
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- Figure 32: Nail polish brands used, July 2007-September 2008
- Brands reaching their target demographics
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- Figure 33: Nail polish brands used, by age, July 2007-September 2008
Nail Care Routines
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- Salon usage decreases with age
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- Figure 34: Where nails are taken care of among adult women, by age, February 2009
- Income related to salon usage
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- Figure 35: Where nails are taken care of among adult women, by household income, February 2009
- Painted toenails more popular among younger women
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- Figure 36: Nail care routine among adult women, by age, February 2009
- Income related to salon usage
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- Figure 37: Nail care routine among adult women, by household income, February 2009
Purchase Patterns/Behavior
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- Walmart the channel of choice across age groups
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- Figure 38: Preferred retail locations for nail polish purchases, by age, February 2009
- Income not strongly correlated with shopping venue
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- Figure 39: Preferred retail locations for nail polish purchases, by household income, February 2009
- Choice is still guided by color
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- Figure 40: Purchase patterns for nail polish, by age, February 2009
Teen Usage
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- Nail polish usage increases with age
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- Figure 41: Brands of nail polish used by teens, by age, April 2007-June 2008
- Older teens use nail polish more frequently
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- Figure 42: Frequency of nail polish usage by teens, by age, April 2007-June 2008
Impact of Race/Hispanic Origin
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- Asians less likely to use nail polish
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- Figure 43: Use of nail polish among adult women, by race/Hispanic origin, July 2007-September 2008
- Black respondents most likely to use all nail products
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- Figure 44: Use of nail polish and other nail care products among adult women, by race/Hispanic origin, February 2009
- Hispanic respondents less enthusiastic about artificial nails
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- Figure 45: Use of other nail products/services among adult women, by race/Hispanic origin, February 2009
- Brand preferences exist based on race/Hispanic origin
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- Figure 46: Nail polish brands used, by race/Hispanic origin, July 2007-September 2008
- Importance of a polished appearance evident
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- Figure 47: Nail care routine among adult women, by race/Hispanic origin, February 2009
- Asian women more likely to stick to the tried and true
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- Figure 48: Purchase patterns for nail polish, by race/Hispanic origin, February 2009
Custom Consumer Groups
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- Unmarried women with children gravitate towards artificial nails
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- Figure 49: Nail product usage, by marital and child status, February 2009
- Children lead to a more variable nail care regimen
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- Figure 50: Taking care of nails, by marital and child status, February 2009
- Unmarried women with children lavish more attention on nails
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- Figure 51: Nail care routine, by marital and child status, February 2009
Cluster Analysis
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- Clippettes
- Who they are
- Opportunity
- The Polished
- Who they are
- Opportunity
- Independent Women
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 52: Nail care clusters, February 2009
- Figure 53: Use of nail polish and other nail care products among adult women, by nail care clusters, February 2009
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- Figure 54: Nail care practices, by nail care clusters, February 2009
- Figure 55: Preferred nail care routine, by nail care clusters, February 2009
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- Figure 56: Nail care products tried/used in the last year, by nail care clusters, February 2009
- Figure 57: Attitudes towards choosing nail care products, by nail care clusters, February 2009
- Cluster demographics
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- Figure 58: Nail care clusters, by age, February 2009
- Figure 59: Nail care clusters, by household income, February 2009
- Figure 60: Nail care clusters, by Hispanic origin, February 2009
- Cluster methodology
IRI/Builders—Key Household Purchase Measures
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- Nail cosmetics
- Overview of nail cosmetics
- Nail polish
- Consumer insights on key purchase measures—nail polish
- Brand map
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- Figure 61: Brand map, selected brands of nail polish, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 62: Key purchase measures for the top brands of nail polish, by household penetration, 2008*
- Nail polish removers
- Consumer insights on key purchase measures—nail polish removers
- Brand map
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- Figure 63: Brand map, selected brands of nail polish removers, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 64: Key purchase measures for the top brands of nail polish removers, by household penetration, 2008*
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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