In 2012 unit volume sales within the US beauty packaging were mostly flat, remaining at 12 billion units.
According to a recently released report 'Beauty and Personal Care Packaging in the US,' overall packaging for beauty products remained flat in 2012 as an increase in men's grooming products was offset by disappointing performances in deodorants and bath and shower products.
Many of the instances of increases were spurred by increased packaging and product innovation in the categories, while the declines were led by budget minded consumers decreasing the use of certain products that are not viewed as necessities.
After two years of increases, metal aerosol cans declined in 2012 as some key areas for the pack type faced downward pressure in beauty and personal care. Deodorant sprays and men's pre-shave both saw declines after a year of growth in 2011, due mostly to overall declines in volume usage by consumers.
This stems from the slow but steady recovery in the US, allowing male consumers to purchase premium colognes or purchase more expensive electric shavers that do not typically require a pre-shave beauty and personal care product.
Glass jars and bottles continued to perform strongly in 2012, growing by 3% overall in the year. The growth largely came from premium products, which have been adopting glass jars and bottles more frequently.
Glass is commonly seen as an indicator of quality, as opposed to plastic bottles and jars, which are used frequently for mass-market and other economy-priced products.
Smaller packaging is on the rise due to the emerging area of premium oral care products, such as the new Crest Pro-Health mouthwash and toothpaste. These premium products now offer multiple levels of mouth protection, such as reducing plaque build-up and preventing gingivitis. In addition, these products promise to whiten teeth and reduce bad breath.
Beauty packaging unit volumes are expected to grow at a relatively low rate, growing by less than 1% overall to 2016. The low growth stems from a combination of factors. Firstly, key categories such as deodorants and fragrances will drag down the category with declining volumes. In addition, the movement toward smaller units by some consumers will be offset by other budget-conscious families that will buy more of their products in larger pack types.
For more information on the US beauty packaging market, see the latest research: US Beauty Packaging Market
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