Body Care - US - July 2008

SUMMARY

Abstract

After several years of declining sales, the body care category received a much-needed boost in 2005 from the launch of Jergens Natural Glow, the first in the mass-market moisturizer to add a gentle tanning benefit. Sales of the product soared, competitors followed quickly with similar products, and the category seemed poised for new growth. But sales of the new cosmetically-driven moisturizers haven't been as robust as expected. Category penetration and usage rates have remained essentially unchanged. In this slow-growth environment, the most successful brands have been the ones to remember that body care, at its core, is healthcare for dry skin.

This report examines the following market topics:

• How the crowded and competitive body care category still has room for growth
• An assessment of recent marketplace activity, highlights of sales results, and projections of where the market is headed
• Mintel's exclusive consumer research that reveals the habits and product preferences of category users
• Advertising of body care products and the need for more creative directions
• Analysis of the brand preferences

TABLE OF CONTENTS

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources
• Sales data
• Consumer survey data
• Abbreviations
• Terms
• Executive Summary
• Sales holding steady
• No single company or brand dominates
• Influence of gradual tanning and glow is beginning to fade
• Dry skin therapy remains the heart of the category
• Premium bodycare a subset of overall skincare
• All natural on the rise, but faces challenges
• Mass channels best suited to driving category volume
• Heavy advertising
• Usage holds steady
• Market Size and Forecast
• Key points
• New products reinvigorate the category...
• ...but long-term growth remains elusive
  • Figure 1: Total U.S. FDMx sales and forecast of bodycare, at current prices, 2003-13
  • Figure 2: Total U.S. FDMx sales and forecast of bodycare, at inflation-adjusted prices, 2003-13
• Wal-Mart sales
• Competitive Context
• No single company or brand dominates
• New products with cosmetic benefits generate short-term growth but lack staying power
  • Figure 3: FDMx sales of selected gradual-tan and glow bodycare brands, 2007 and 2008
• Dry skin therapy remains the heart of the category
• All natural on the rise, but confusion exists over standards
  • Figure 4: FDMx sales of selected all natural bodycare brands, 2007 and 2008
• Retail Channels
• Key points
• Mass channels best suited to driving category volume
• Bodycare overshadowed by facial skincare in specialty stores
  • Figure 5: U.S. FDMx sales of bodycare, by retail channel, 2006 and 2008
• Retail Channels--Drug Stores
• Key points
• Drug channel well suited to bodycare
  • Figure 6: U.S. sales of bodycare at drug stores, 2003-08
• Retail Channels--Other IRI
• Key points
• Wal-Mart leads on price while others try to reframe value on other terms
  • Figure 7: U.S. sales of bodycare at other IRI stores, 2003-08
• Market Drivers
• Subtle shifts in population composition may point to opportunities
  • Figure 8: U.S. population and projections and usage of bodycare products, by age, 2003-13
  • Figure 9: U.S. population and projections and usage of bodycare products, by race/ethnicity, 2003-13
• Leading Companies
• Key points
• Leading competitors maintain share with multi-brand portfolios
• Other companies bring diverse strengths to the category
  • Figure 10: FDMx sales of leading bodycare product companies, 2007 and 2008
• Selected Brand Analysis--Mass Market Products
• Key points
• The category still rests on a foundation of dry skin therapy
  • Figure 11: Selected FDMx brand sales of mass merchandise bodycare products in the U.S., 2007 and 2008
• Selected Brand Analysis--Premium Brands
• Premium bodycare a subset of overall skincare
• Bliss
• Fresh
• Clarins
• Bath & Body Works
• Clinique
• Anthony Logistics
• Brand Qualities
• Vaseline builds on brand strengths to reassert category leadership
• "Active Naturals" anchor Aveeno
• Beauty brand showdown: Jergens versus Nivea
• Innovation and Innovators
• Nivea's Good-bye Cellulite 30-day Body Beauty Program
• Aveeno Continuous Radiance customized dial
• Curél Life Stages
• Vaseline Men
• Advertising and Promotion
• Overview
  • Figure 12: Media expenditures for selected bodycare brands from Brandweek's Superbrands report, 2008
• Moisture
  • Figure 13: Vaseline Intensive Rescue, 2008
  • Figure 14: Olay Quench, 2008
  • Figure 15: Dove Cream Oil Body Lotion, 2008
  • Figure 16: Lubriderm, 2008
  • Figure 17: Gold Bond Ultimate Healing, 2008
• Protection
  • igure 18: Aveeno summer, 2008
  • Figure 19: Aveeno winter, 2008
  • Figure 20: Eucerin Everyday Protection, 2008
• Appearance
  • Figure 21: Jergens Natural Glow, 2008
  • Figure 22: Nivea Smooth Sensations, 2008
• Vaseline's celebration of skin
  • Figure 23: Vaseline brand campaign, 2008
• Usage
• Usage and frequency holds steady
  • Figure 24: Use and frequency of use of moisturizers, creams, and lotions, 2004-07
  • Figure 25: Use of moisturizers, creams, and lotions, by gender and age, January-November 2007
  • Figure 26: Average number of times moisturizers, creams, and lotions used in past week, by gender, January-November 2007
• Regular moisturizers by far the preferred type
  • Figure 27: Type of moisturizers, creams, and lotions used, by gender, January-November 2007
• Lotions the preferred form
  • Figure 28: Forms of moisturizers, creams, and lotions used, by gender, January-November 2007
• Moisturizer brands preferred
  • Figure 29: Brands of moisturizers, creams, and lotions used, by gender, January-November 2007
• Attitudes and Motivations
• Purchasing behavior
  • Figure 30: Purchasing behavior for hand and body lotion, by gender and age, May 2008
• Attitudes towards bodycare
  • Figure 31: Attitudes towards hand and body lotion, by gender and age, May 2008
• Preferred qualities in body lotion
  • Figure 32: Qualities looked for in bodycare products, by gender and age, May 2008
• Preferred use of hand and body lotion
  • Figure 33: Preferred use of hand and body lotion, by gender, May 2008
• Seasonal use of hand and body lotion
  • Figure 34: Seasonal routine for using hand and body lotion, by gender and age, May 2008
  • Figure 35: Frequency of hand/body lotion gift purchases, by gender and age, May 2008
• Race/Ethnicity
• Use of bodycare products
  • Figure 36: Use and frequency of use of moisturizers, creams, and lotions, by race/ethnicity, January-November 2007
• Preferred types of moisturizers among ethnicities
  • Figure 37: Type of moisturizers, creams, and lotions used, by race/ethnicity, January-November 2007
• Preferred forms of moisturizers among ethnicities
  • Figure 38: Forms of moisturizers, creams, and lotions used, by race ethnicity, January-November 2007
• Brands used by ethnicity
  • Figure 39: Brands of moisturizers, creams, and lotions used, by race/ethnicity, January-November 2007
• Purchasing behavior
  • Figure 40: Purchasing behavior for hand and body lotion, by race/ethnicity, May 2008
• Attitudes towards bodycare products
  • Figure 41: Attitudes towards hand and body lotion, by race/ethnicity, May 2008
• Preferred qualities in body lotions
  • Figure 42: Qualities looked for in bodycare products, by race/ethnicity, May 2008
• Teens
• Use of moisturizers, creams, and lotions
  • Figure 43: Use and frequency of use of moisturizers, creams, and lotions--teens, by age and gender, January-November 2007
• Teen preferred moisturizer types and forms
  • Figure 44: Types of moisturizers, creams, and lotions used--teens, by age and gender, January-November 2007
  • Figure 45: Forms of moisturizers, creams, and lotions used--teens, by age and gender, January-November 2007
• Moisturizer brands preferred among teens
  • Figure 46: Brands of moisturizers, creams, and lotions used--teens, by age and gender, January-November 2007
• Appendix: Other Useful Consumer Tables
• Types, attitudes and brands by age
  • Figure 64: Type of moisturizers, creams, and lotions used, by age, January-November 2007
  • Figure 65: Brands of moisturizers, creams, and lotions used, by age, January-November 2007
  • Figure 66: Preferred use of hand and body lotion, by age, May 2008
  • Figure 67: Frequency of hand/body lotion gift purchases, by gender and age, May 2008
• Types, attitudes and brands by race/ethnicity
  • Figure 68: Preferred use of hand and body lotion, by race/ethnicity, May 2008
  • Figure 69: Seasonal routine for using hand and body lotion, by race/ethnicity, May 2008
  • Figure 70: Frequency of hand/body lotion gift purchases, by race/ethnicity, May 2008
• Appendix: Trade Associations