Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A few bright spots in a market with generally lackluster sales
- Skin condition, climate, convenience, sampling, and gender drive sales
- Significant competition from body wash category and non-FDM channels
- Mass merchandisers and drug stores are the leading FDM channels
- Four companies dominate FDMx sales, yet brand sales are fragmented
- Multichannel advertising campaigns take hold
- Majority of adults currently use body care products
- Body care products most likely to be applied on hands, arms, and legs
- About half of consumers are brand loyal; the rest shop around
- Many consumers are dissatisfied with body care products
- Blacks most likely to use body care products frequently
Insights and Opportunities
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- Marketing innovations and opportunities
- Product development opportunities and insights
Inspire Insights
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- Trend: Girly Men
- Men lag in body care usage
- Added-value products for men add value for the market
Market Size and Forecast
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- Key points
- Economy, limited innovation, leave sales flat
- Increasing usage necessary to grow market
- Sales and forecast of body care products
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- Figure 1: FDMx sales and forecast of body care products, at current prices, 2006-16
- Figure 2: FDMx sales and forecast of body care products, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 3: FDMx sales and fan chart forecast of body care products, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Climate
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- Figure 4: Attitudes and concerns toward hand and body lotion, by gender, March 2011
- Convenience
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- Figure 5: Attitudes and concerns toward hand and body lotion, by gender, March 2011
- Gift giving
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- Figure 6: Attitudes and concerns toward hand and body lotion, by gender, March 2011
- Product sampling
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- Figure 7: Hand and body lotion brand selection, by gender, March 2011
- Gender
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- Figure 8: Body and hand lotion usage, by gender, March 2011
- Figure 9: Female population by age, 2006-16
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- Figure 10: Male population, by age, 2006-16
Competitive Context
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- Shower/body wash product sales booming
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- Figure 11: U.S. FDMx sales of liquid body wash, 2005-15
- Moisturizing body wash products
- Store brands/private label making inroads
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- Figure 12: FDMx sales and forecast of private label body care products, at current prices, 2006-11
- Non-FDMx retailers: from national entities to mom-and-pop enterprises
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- Figure 13: Purchase locations used for hand and body lotion in the past six months, by age, March 2011
Retail Channels
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- Key points
- Men buy body care products in FDM, not specialty stores
- Specialty and direct outlets important channels for premium product
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- Figure 14: Purchase locations used for hand and body lotion in the past six months, by gender, March 2011
- Younger adults more likely to buy at each type of outlet
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- Figure 15: Purchase locations used for hand and body lotion in the past six months, by age, March 2011
- Lower-income households buy at Walmart; less at specialty beauty retailers
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- Figure 16: Purchase locations used for hand and body lotion in the past six months, by gender, March 2011
- Sales of body care products, by channel
- Drug stores’ market share slipped
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- Figure 17: FDMx sales of body care products, by channel, 2009 & 2011
Retail Channels—Drug Stores
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- Drug store sales rebounding in 2011
- Drug store sales of body care products
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- Figure 18: Drug store sales of body care products, 2006-11
Retail Channels—Other FDMx
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- Sales in food and mass channels rebound
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- Figure 19: Other FDMx sales of body care products, 2006-11
Leading Companies
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- Key points
- Four companies account for two thirds of sales
- Private label sales increased three times faster than category in 2011
- Many successful smaller brands
- Manufacturer sales of body care products
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- Figure 20: FDMx manufacturer sales of body care products, 2010-11
Brand Share
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- Key points
- Fragmented market
- Several hot brands
- Manufacturer sales of body care products
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- Figure 21: FDMx manufacturer sales of body care products, 2010-11
Companies/Brands by Average Price per Unit
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- Overview
- Companies with highest average price per unit
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- Figure 22: FDMx manufacturer sales of body care products, by average price by brand, 2010-11*
- Companies with medium average price per unit
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- Figure 23: FDMx manufacturer sales of body care products, by average price by brand, 2010-11*
- Companies with lowest average price per unit
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- Figure 24: FDMx manufacturer sales of body care products, by average price by brand, 2010-11*
Innovations and Innovators
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- Moisturizing/Hydrating
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- Figure 25: Top 10 claims as percent of total body care launches, 2005-11*
- For Men
- Fragrance technology
- Protection from the elements
- Natural/Organic
- Glow
- Anti-aging
- Stretch marks
Marketing Strategies
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- Overview of the brand landscape
- Beiersdorf, Inc.
- Brand analysis: Eucerin brand
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- Figure 26: Brand analysis of Eucerin, 2011
- Multichannel campaign
- Online initiatives
- TV presence
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- Figure 27: Eucerin Everyday Protection, television ad, 2011
- Brand analysis: Nivea
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- Figure 28: Brand analysis of Nivea, 2011
- Multichannel campaign
- Online initiatives
- TV presence
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- Figure 29: Nivea Body Smooth Sensation, television ad, 2011
- Johnson & Johnson
- Brand analysis: Aveeno
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- Figure 30: Brand analysis of Aveeno, 2011
- Online initiatives
- TV presence
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- Figure 31: Aveeno Smart Essentials, television ad, 2011
- Brand analysis: Lubriderm
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- Figure 32: Brand analysis of Lubriderm, 2011
- Online initiatives
- Unilever, Inc.
- Brand analysis: Vaseline Men
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- Figure 33: Brand analysis of Vaseline Men, 2011
- Online initiatives
- TV presence
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- Figure 34: Vaseline Men, television ad, 2011
- Brand analysis: St. Ives
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- Figure 35: Brand analysis of St. Ives, 2011
- Online initiatives
- TV presence
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- Figure 36: St. Ives, television ad, 2011
- Kao
- Brand analysis: Jergens
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- Figure 37: Brand analysis of Jergens Natural Glow, 2011
- Online initiatives
- TV presence
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- Figure 38: Jergens Ultra Healing, television ad, 2010
Skincare Product Usage and Frequency of Use
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- Key points
- Majority of adults use skincare products
- Frequency of use is relatively high except for foot creams or lotions
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- Figure 39: Skincare product usage frequency, by product type, March 2011
- Gender differences are significant
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- Figure 40: Body and hand lotion usage frequency, by gender, March 2011
- Usage rate varies by age
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- Figure 41: Body and hand lotion usage frequency, by age, March 2011
Body Care Application
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- Key points
- Hands, arms, legs most popular locations for applying hand or body lotion
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- Figure 42: Location of use of body/hand lotion, by gender, March 2011
- Few application location differences based on age
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- Figure 43: Location of use of body/hand lotion, by age, March 2011
Product Selection
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- Key points
- Properties
- Most adults seek “extra moisturizing” products
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- Figure 44: Properties look for in hand or body lotion, by gender, March 2011
- Some qualities are age-specific
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- Figure 45: Properties look for in hand or body lotion, by age, March 2011
- Extras
- Women prefer scented products; men like unscented
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- Figure 46: Extras look for in hand or body lotion, by gender, March 2011
- Older adults like unscented products while younger adults prefer scented products
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- Figure 47: Extras look for in hand or body lotion, by age, March 2011
- Natural Qualities
- Natural qualities are important to a significant minority of adults
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- Figure 48: Natural qualities look for in hand or body lotion, by gender, March 2011
Brand Selection
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- Key points
- Half are brand loyal; others try new products or buy what is on sale
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- Figure 49: Hand and body lotion brand selection, by gender, March 2011
- Few brand selection differences based on age
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- Figure 50: Hand and body lotion brand selection, by age, March 2011
Body and Hand Lotion Habits
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- Key points
- Winter and cold weather drive use
- Most adults keep lotion in multiple places
- Lotions are a convenient and welcome gift
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- Figure 51: Habits and behaviors regarding hand and body lotion, by gender, March 2011
- Adults 18-44 are more likely to give lotion as a gift
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- Figure 52: Habits and behaviors regarding hand and body lotion, by age, March 2011
Body and Hand Lotion Level of Satisfaction
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- Key points
- Significant room for improvement
- Men find products too greasy/sticky
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- Figure 53: Satisfaction with hand and body lotion, by gender, March 2011
- Younger adults are less satisfied with current offerings
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- Figure 54: Satisfaction with hand and body lotion, by age, March 2011
Race and Hispanic Origin
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- Key points
- Blacks are much more likely to use body and hand lotion daily
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- Figure 55: Body and hand lotion usage frequency, by race/Hispanic origin, March 2011
- Blacks significantly more likely to apply lotion to each part of their body
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- Figure 56: Location of use of body/hand lotion, by race/Hispanic origin, March 2011
- Interest in product qualities is similar across race/Hispanic origin
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- Figure 57: Properties look for in hand or body lotion, by race/Hispanic origin, March 2011
- Asians/other races look for scented body care products
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- Figure 58: Extras look for in hand or body lotion, by race/Hispanic origin, March 2011
- “Natural” claims resonate most with Asian/other races
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- Figure 59: Natural qualities look for in hand or body lotion, by race/Hispanic origin, March 2011
- Brand selection behavior is similar
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- Figure 60: Hand and body lotion brand selection, by race/Hispanic origin, March 2011
- Asians and Hispanics are more likely to gift body care products
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- Figure 61: Habits and behaviors regarding hand and body lotion, by race/Hispanic origin, March 2011
Cluster Analysis
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- Daily Multiples
- Characteristics
- Opportunity
- Basic Moisturizers
- Characteristics
- Opportunity
- Disinterested Users
- Characteristics
- Opportunity
- Characteristic tables
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- Figure 62: Body care clusters, March 2011
- Figure 63: Skincare product usage frequency, by body care clusters, March 2011
- Figure 64: Properties look for in hand or body lotion, by body care clusters, March 2011
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- Figure 65: Hand and body lotion brand selection, by body care clusters, March 2011
- Figure 66: Habits and behaviors regarding hand and body lotion, by body care clusters, March 2011
- Demographic tables
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- Figure 67: Body care clusters, by gender, March 2011
- Figure 68: Body care clusters, by age, March 2011
- Figure 69: Body care clusters, by household income, March 2011
- Figure 70: Body care clusters, by race/Hispanic origin, March 2011
- Cluster methodology
Custom Consumer Groups
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- Non use is higher for body lotion than hand lotion
- More than 40% of men do not use body lotion; 27% do not use hand lotion
- Non users are most likely to be 55 or older
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- Figure 71: Body care product non users, by gender, age, household income, March 2011
- Men without children least likely to use lotions
- Men age 55+ least likely to use body care products
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- Figure 72: Body care product non users, by gender and children, gender and age, March 2011
SymphonyIRI Group Builders Panel Data
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- Consumer insights on key purchase measures
- Brand map
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- Figure 73: Brand map, selected brands of hand and body lotion buying rate, by household penetration, 2010
- Brand leader characteristics
- Key purchase measures
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- Figure 74: Key purchase measures for the top brands of hand and body lotion, by household penetration, 2010
Appendix—Other Useful Consumer Tables
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- Figure 75: Body and hand lotion usage frequency, by household income, March 2011
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- Figure 76: Properties look for in hand or body lotion, by household income, March 2011
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- Figure 77: Extras look for in hand or body lotion, by household income, March 2011
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- Figure 78: Natural qualities look for in hand or body lotion, by household income, March 2011
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- Figure 79: Natural qualities look for in hand or body lotion, by age, March 2011
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- Figure 80: Hand and body lotion brand selection, by household income, March 2011
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- Figure 81: Habits and behaviors regarding hand and body lotion, by household income, March 2011
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- Figure 82: Attitudes and concerns toward hand and body lotion, by household income, March 2011
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- Figure 83: Location of use of body/hand lotion, by household income, March 2011
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Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
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