ResearchMoz : Personal Care Consumer Industry Growth and Analysis in US 2014

Personal care consumers are becoming more informed and skeptical, and are demanding transparency, simplicity, and efficacy when shopping for and using personal care products.

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Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary

Overview
Market factors
Consumers allocate spending differently depending on category
Figure 1: Total US retail sales of personal care product categories, by share, at current prices, 2013
Race influences how shoppers spend
Figure 2: Haircare and skincare expenditures, by race/Hispanic origin, January 2013-March 2014
The consumer
People are worried about looking older
Figure 3: Concerns about appearance, July 2014
Time spent on grooming correlates to concerns about appearance
Figure 4: Time spent on grooming, July 2014
Personal care shoppers rely on mass brands
Figure 5: Type of brands purchased, July 2014
High awareness of familiar ingredients
Figure 6: Awareness and influence of ingredients, July 2014
Claims that imply credibility are important
Figure 7: Importance of personal care claims, July 2014
What we think

Issues and Insights

Consumers are more informed…and frustrated
The issues
The implications
People are time-strapped and spending more time away from home
The issues
The implications
Too much choice and information is leading to confusion, apathy
The issues
The implications: Entertain and educate with online and in-store programs

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Trend Applications

Trend: Guiding Choice
Trend: Survival Skills
Trend: Transumers

Market Factors

Key points
Consumers spending on high-usage categories and facial skincare
Figure 8: Total US retail sales of personal care product categories, by share, at current prices, 2013
Figure 9: Skincare expenditures, by gender and age, January 2013-March 2014
Figure 10: Haircare expenditures, by gender and age, January 2013-March 2014
Race impacts category spending
Figure 11: Haircare expenditures, by race/Hispanic origin, January 2013-March 2014
Figure 12: Skincare expenditures, by race/Hispanic origin, January 2013-March 2014
Figure 13: Population aged 18 or older, by race and Hispanic origin, 2009-19
Consumers working more, traveling less
Figure 14: Time spent on lifestyle, July 2014
Scent influences purchasing decisions

Innovations and Innovators

New product launch trends
Figure 15: Share of personal care product launches, by category, 2009-14
Multifunctional
Quick results
Specialized products
Technology
Diagnostic tools
Mobile apps
Subscription services
Unique formats

Marketing Strategies

Overview of the brand landscape
Men remain lucrative target
Figure 16: Old Spice ad, July 2014
Figure 17: Neutrogena Men ad, June 2014
Brands emphasize convenience
Figure 18: Gillette Venus Snap #INASNAP campaign, June 2014
Figure 19: Vaseline Spray and Go Moisturizer ad, March 2013
Limited-edition products reinvigorate mature markets
Dove uses social media to help redefine beauty
Figure 20: Dove Selfie campaign, January 2014

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