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Anti-aging Skincare - US - February 2012

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Opportunities: Innovation, usage frequency, countering professional services
Treating multiple aging symptoms in a single bottle
Promoting increased usage frequency
Resisting the potential for users to try professional services
Sales decelerate due to the stagnant economy
Women aged 55+ will help grow sales in the coming years
Men, Hispanics set to play a larger role in the market
Market driven by demographics, negatively impacted by the economy
Women are the foremost user of anti-aging skincare
Men’s usage is steady, but population growth is not set to help drive sales
Hispanic population, spending power to grow substantially
Consumer confidence in decline
High unemployment keeps many consumers from spending on anti-aging skincare
Declining median household income also means fewer anti-aging skincare sales
Facial products far outsell body products
Drug sells more than food channel, but other outlets sell most
Three top FDMx companies, but only L’Oréal grows sales
Innovations turn on scientific claims, physician-created products, men
Putting the focus on science
The doctor is in
Men are poised for change
Advertising aims to impress with celebrities, science, and technology
The anti-aging skincare consumer
Concerns about aging
Measures taken to prevent/reverse the signs of aging
Frequency of use of facial skincare treatments
Frequency of use of body skincare treatments
Age at which anti-aging products should be used
Attitudes toward facial anti-aging
Experience with anti-aging treatments
Impact of race/Hispanic origin
INSIGHTS AND OPPORTUNITIES
Multiple-symptom products could be the newest innovation
Increasing usage frequency
Countering the potential for professional services
INSPIRE INSIGHTS
Trend: Girly Men
Trend: Mood to Order
MARKET SIZE AND FORECAST
Key points
Growth decelerates as economy takes its toll
Women, and their desire to outrun age, drive most sales
Men and Hispanics will also factor into future sales
Body anti-aging sales decline
Anti-aging skincare products market size and forecast
Figure 1: Total U.S. retail sales and forecast of anti-aging skincare products, at current prices, 2006-16
Figure 2: Total U.S. retail sales and forecast of anti-aging skincare products, at inflation-adjusted prices, 2006-16
Fan chart forecast
Figure 3: Total U.S. sales and fan chart forecast of anti-aging skincare market, at current prices, 2006-16
Walmart sales
MARKET DRIVERS
Key points
Women are the primary buyers and users of anti-aging skincare
Figure 4: Avon Anew Platinum Eye & Lip Cream television ad, 2011
Figure 5: Purchase and usage of facial skincare products, by gender, Nov. 2011
Figure 6: U.S. female population, by age, 2006-16
Usage among men remains steady between 2010 and 2011
Figure 7: Usage of moisturizers and lotions among men, July 2009-September 2010, April 2010-June 2011
Figure 8: Male population by age, 2006-16
Hispanics set to play a major role in the market
Figure 9: Forms of moisturizers/creams/lotions used among Hispanics, July 2009-September 2010, April 2010-June 2011
Figure 10: Population by race and Hispanic origin, 2006-16
Hispanic spending power
Consumer confidence flags, could negatively impact sales
Figure 11: Consumer confidence, March 2007-Nov. 2011
Unemployment continues to trouble consumers and restrict spending
Figure 12: Unemployment and underemployment, January 2007-October 2011
Household incomes decline
Figure 13: Median household income in inflation-adjusted dollars, 2000-10
COMPETITIVE CONTEXT
Professional procedures may draw some users away from the market
Functional beverages compete with anti-aging creams and lotions
SEGMENT PERFORMANCE
Key points
Facial anti-aging accounts for vast majority of sales
Body anti-aging sales fluctuate
Sales of anti-aging skincare products by segment
Figure 14: Sales of selected anti-aging skincare products at current prices, by segment, 2006-16
SEGMENT PERFORMANCE—FACIAL ANTI-AGING
Key points
Decelerated growth, but sales look to improve in coming years
Sales and forecast of facial anti-aging products
Figure 15: Sales and forecast of facial anti-aging products, at current prices, 2006-16
SEGMENT PERFORMANCE—BODY ANTI-AGING
Key points
Body anti-aging sales fall victim to the economy
Sales and forecast of body anti-aging products
Figure 16: Sales and forecast of body anti-aging products, at current prices, 2006-16
RETAIL CHANNELS
Key points
Drug stores lead in anti-aging skincare sales
Other channels comprise a majority of the market, but also decline
Channel sales of anti-aging skincare products
Figure 17: U.S. sales of anti-aging skincare products, by channel, at current prices, 2010 and 2011
RETAIL CHANNELS—DRUG STORES
Key points
Drug stores experience decelerated growth between 2006 and 2011
Drug stores engage in a range of activities to attract shoppers
Drug store sales of anti-aging skincare products
Figure 18: Drug store sales of anti-aging skincare products, at current prices, 2006-11
RETAIL CHANNELS—SUPERMARKETS
Key points
Supermarkets cannot compete with drug chains’ reputation
Supermarkets see the value in store brands
Supermarket sales of anti-aging skincare products
Figure 19: Supermarket sales of anti-aging skincare products, at current prices, 2006-11
RETAIL CHANNELS—OTHER CHANNELS
Key points
Other channels account for a majority of sales
Mass stores see store brands as a way to attract skincare users
Other channel sales of anti-aging skincare products
Figure 20: Other channel sales of anti-aging skincare products, at current prices, 2006-11
LEADING COMPANIES
Key points
P&G tops market but drops FDMx sales
L’Oréal grows based on new offerings
J&J drops sales significantly
Private label attracts value-conscious users
Leading FDMx anti-aging skincare product companies
Figure 21: Leading FDMx anti-aging skincare product companies, 2010-11
BRAND SHARE—FACIAL ANTI-AGING
Key points
P&G’s top FDMx facial anti-aging brands all drop
L’Oréal grows sales and share with Skin Expertise Youth Code
J&J facial also declines, despite some new products
Private label surge reflects the lasting impact of the economy
Leading FDMx facial anti-aging product brands
Figure 22: Leading FDMx facial anti-aging product brands, 2010-11
BRAND SHARE—BODY ANTI-AGING
Key points
Segment leader P&G drops FDMx sales
Post-natal supply companies fail to gain much traction
J&J, Beiersdorf, and L’Oréal account for small body anti-aging FDMx sales
Leading FDMx body anti-aging product brands
Figure 23: Leading FDMx body anti-aging product brands, 2010-11
INNOVATION AND INNOVATORS
Scientific/technological claims go for the cutting-edge angle
Physician formulas offer a professional touch
Appealing to men
MARKETING STRATEGIES
 OVERVIEW
L’Oréal
Figure 24: Brand analysis of L’Oréal, 2011
L’Oréal TV spot
Figure 25: L’Oréal Age Perfect Golden Balm television ad, 2011
Online initiatives
Estée Lauder
Figure 26: Brand analysis of Estée Lauder, 2011
Estée Lauder TV spot
Figure 27: Estée Lauder Advanced Night Repair television ad, 2011
Online initiatives
Neutrogena
Figure 28: Brand analysis of Neutrogena, 2011
Neutrogena TV spot
Figure 29: Neutrogena Rapid Wrinkle Repair television ad, 2011
Online initiatives
CONCERNS ABOUT AGING
Key points
Dry skin, dark eye circles, age spots/blotches top concerns
Figure 30: Hydrolyze Under Eye Treatment television ad, 2011
Figure 31: Concerns about aging, by gender, Nov. 2011
18-24 most concerned about dry skin, uneven skin tone, visible pores
Figure 32: Concerns about aging, by age, Nov. 2011
$100K+ most concerned about age spots/blotches, fine lines/wrinkles
Figure 33: Concerns about aging, by household income, Nov. 2011
USAGE AND PURCHASE OF FACIAL SKINCARE PRODUCTS
Key points
Nearly two thirds of respondents use moisturizers/lotions
Figure 34: Usage of moisturizers and lotions, by gender, April 2010-June 2011
18-24 least likely to use moisturizers/lotions
Figure 35: Usage of moisturizers and lotions, by age, April 2010-June 2011
Some 15% use products with microdermabrasion, anti-acne properties
Figure 36: Purchase and usage of facial skincare products, by gender, Nov. 2011
Younger respondents most likely to use products with anti-acne properties
Figure 37: Purchase and usage of facial skincare products, by age, Nov. 2011
Use of some facial skincare products increases with household income
Figure 38: Purchase and usage of facial skincare products, by household income, Nov. 2011
ANTI-AGING IN MOISTURIZERS, CREAMS, AND LOTIONS
Key points
Three in 10 use anti-aging moisturizers/creams/lotions
Figure 39: Types of moisturizers and lotions used, by gender, April 2010-June 2011
18-34s most likely to use regular lotions
Figure 40: Types and forms of moisturizers and lotions used, by age, April 2010-June 2011
Figure 41: Types of moisturizers and lotions used, females, by age, April 2010-June 2011
MEASURES TAKEN TO PREVENT/REVERSE SIGNS OF AGING
Key points
Use of OTC products far outweighs professional procedures
Figure 42: Measures taken to prevent/reverse signs of aging, Nov. 2011
Women more likely than men to use/consider using OTC treatments
Figure 43: Measures taken to prevent/reverse signs of aging, by gender, Nov. 2011
18-24s least likely to report using home anti-aging products
Figure 44: Measures taken to prevent/reverse signs of aging, by age, Nov. 2011
Use of home anti-aging products highest among $100K+
Figure 45: Measures taken to prevent/reverse signs of aging, by household income, Nov. 2011
Women more likely than men to consider a range of products/services
Figure 46: Measures not taken but would consider to prevent/reverse signs of aging, by gender, Nov. 2011
Younger respondents most likely to consider a range of products/services
Figure 47: Measures not taken but would consider to prevent/reverse signs of aging, by age, Nov. 2011
FREQUENCY OF USE OF FACIAL SKINCARE TREATMENTS
Key points
More than six in 10 use anti-aging facial creams daily or more
Figure 48: Frequency of use of skincare treatments, Nov. 2011
More than six in 10 women use facial anti-aging products once daily or more
Figure 49: Frequency of use of anti-aging creams or serums for the face, by gender, Nov. 2011
Daily or more usage of facial anti-aging highest among $100K+
Figure 50: Frequency of use of anti-aging creams or serums for the face, by household income, Nov. 2011
Nearly six in 10 women use eye creams/gels daily or more
Figure 51: Frequency of use of eye creams or gels, by gender, Nov. 2011
18-24 most likely to use facial peels once daily or more
Figure 52: Frequency of use of facial peels, by age, Nov. 2011
FREQUENCY OF USE OF BODY SKINCARE TREATMENTS
Key points
Nearly half use body anti-aging products daily or more
Figure 53: Frequency of use of anti-aging skincare creams or lotions for the body, by gender, Nov. 2011
45-54s most likely to use body anti-aging products daily or more
Figure 54: Frequency of use of anti-aging skincare creams or lotions for the body, by age, Nov. 2011
$100K+ most likely to use body anti-aging daily or more
Figure 55: Frequency of use of anti-aging skincare creams or lotions for the body, by household income, Nov. 2011
AGE AT WHICH ANTI-AGING PRODUCTS SHOULD BE USED
Key points
Most feel that people should age naturally
Figure 56: Age anti-aging products should be used, by gender, Nov. 2011
18-24s most likely to feel anti-aging should begin at age 20
Figure 57: Age anti-aging products should be used, by age, Nov. 2011
ATTITUDES TOWARD FACIAL ANTI-AGING
Key points
Respondents cite lifestyle, hydration as keys to facial anti-aging
Figure 58: Attitudes toward facial aging, Nov. 2011
Fewest respondents agree that professional procedures offer real results
Figure 59: Attitudes toward facial aging, Nov. 2011
EXPERIENCE WITH ANTI-AGING TREATMENTS
Key point
Figure 60: Experience with anti-aging treatments, Nov. 2011
Women more likely than men to have opinions about anti-aging products
Figure 61: Experience with anti-aging treatments, by gender, Nov. 2011
IMPACT OF RACE/HISPANIC ORIGIN
Key points
Hispanics, Asians report widest range of aging concerns
Figure 62: Concerns about aging, by race/Hispanic origin, Nov. 2011
Blacks most likely to use lotions, oils, and regular moisturizers
Figure 63: Types and forms of moisturizer and lotion used, by race/Hispanic origin, April 2010-June 2011
Blacks most likely to use Vaseline brands
Figure 64: Moisturizer and lotion brands used, by race/Hispanic origin, April 2010-June 2011
Asian, Hispanic respondents most likely to report using a range of anti-aging methods
Figure 65: Measures taken to prevent/reverse signs of aging, by race/Hispanic origin, Nov. 2011
Asian respondents most likely to consider a range of anti-aging methods
Figure 66: Measures not taken but would consider to prevent/reverse signs of aging, by race/Hispanic origin, Nov. 2011
IRI/BUILDERS PANEL DATA
 SKINCARE—U.S.
 OVERVIEW OF SKINCARE
Consumer insights on key purchase measures—facial anti-aging
Brand map
Figure 67: Brand map, selected brands of facial anti-aging, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 68: Key purchase measures for the top brands of facial anti-aging, by household penetration, 2011*
APPENDIX: OTHER USEFUL CONSUMER TABLES
Measures taken to prevent/reverse signs of aging
Figure 69: Measures not taken but would consider to prevent/reverse signs of aging, by household income, Nov. 2011
Frequency of use of facial skincare treatments
Figure 70: Frequency of use of anti-aging creams or serums for the face, by age, Nov. 2011
Figure 71: Frequency of use of eye creams or gels, by age, Nov. 2011
APPENDIX: TRADE ASSOCIATIONS

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