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Marketers major and minor are rushing to compete in the teen and tween grooming market. At $6.9 billion now, sales of youth haircare, cosmetics, skincare, and ethnic HBC items are forecast to hit $8 billion by 2008. Market conditions are ripe for repositioning HBC brands - or fielding entirely new brands - to teens and their tween (aged 8-14) siblings: Expanding numbers of tweens and teens, their high disposable income, the growing worldliness of both teens and tweens - even that a majority of teen girls now reach puberty at the age of 10 - these are all drivers that open up a Wild West marketplace to shrewd players.
Packaged Facts’ The U.S. Market for Teen and Tween Grooming Products is the executive’s guide to this new frontier. Here are expertly analyzed quantitative and qualitative data on market size and growth (covering both mass and prestige outlets), societal trends, and the competitive situation. Demographic data from Simmons Market Research Bureau and other sources are presented. Also included is a special chapter on the emerging category of products for young males. The battle plans of Procter & Gamble, L’Oreal, Unilever, GlaxoSmithKline, The Body Shop, and others, are examined in detail.
Report Methodology
The information in The U.S. Market for Teen and Tween Grooming Products is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the personal grooming market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2001) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2002. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.
The report looks at every segment of the youth grooming market, examining trends for growth and projecting sales of products through 2008. It analyzes consumer demographics and their current and projected impact on sales of haircare, cosmetics and skincare products, along with products designed for ethnic youth and young males. It provides up-to-date competitive profiles of marketers of teen and tween grooming products - including a look at smaller, up-and-coming companies - and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the personal grooming industry.
What You’ll Get in this Report
The U.S. Market for Teen and Tween Grooming Products is a brand-new report that offers a unique perspective on the burgeoning market for youth personal care items. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Teen and Tween Grooming Products offers. The report addresses the following segments:
The Market (including market size and composition, and projected market growth)
The Marketers (including discussions of specific marketer brand and market shares)
Competitive Profiles (of the mainstream HBC marketers, specialists and up-and-coming niche players, and analyses of the products they market)
Retail Strategies
The Consumer (who’s buying what, and where)
The Products
Trends and Opportunities
Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.
Scroll down to see a more detailed outline of the contents of this report.
How You Will Benefit from this Report
If your company is already competing in the youth HBC market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for teen/tween grooming products, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for youth HBC products based on Simmons data.
This report will help:
Marketing Managers identify market opportunities and develop targeted promotion plans for teen/tween grooming products
Research and development professionals stay on top of competitor initiatives and explore demand for products in the teen/tween grooming arenas.
Advertising agencies working with clients in personal grooming industries understand the product buyer to develop messages and images that compel consumers to purchase these products.
Business development executives understand the dynamics of the market and identify possible partnerships.
Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.
Chapter 1: Executive Summary
Scope of This Report
Five Categories Studied
Haircare
Cosmetics
Skincare
Ethnic Products
Emerging Category: Products for Young Males
Teen/Tween Grooming Products Leap Past $7 Billion in 2002
Teen/Tween Grooming Market to Hit $9 Billion Mark in 2008
Figure 1-1: U.S. Retail Dollar Sales of Personal Grooming Products Used by Teens/Tweens, 1998-2008
Skincare Accounts for Nearly Half of Sales
Table 1-1: U.S. Retail Dollar Sales of Personal Grooming Products Used by Teens/Tweens, 1998-2008
Table 1-2: U.S. Retail Dollar Sales of Personal Grooming Products Used by Teens andTweens, by Category
Kids, The Evergreen Audience
Kids Reach Puberty Earlier
Parental Approval Needed - Sometimes
Teens, Tweens Live in the Global Village
The Regiment Trend Encourages Add-On Sales
The Rise of “Pop Prestige”
Leading Marketers in Selected Personal Grooming Segments
Table 1-3: Share of Dollar Sales of Personal Grooming Products, by Product Segment and Marketer, 2001-2002
Product Trends
Natural and Natural-Seeming Haircare Formulations
Volumized Hair
Haircolor Popular
Nail Polishes
Glitters and Glows
Lip Glosses/Balms
Acne Preps for the Whole Body
Regimens
Fruit and Candy Scents
Body Sprays and Washes
Non-Ethnic Shares of Ethnic Haircolor
Young Men’s Hair Styling Products and Color
Young Men’s Body Sprays
Teen/Tween Grooming Marketers Spend at Leat $101 Million to Advertise
Table 5-9: Share of U.S. Retail Dollar Sales of Bath Fragrance/Bubble Bath, by Marketer, 2001-2002
S.C. Johnson and Gillette Lock Up Shaving Cream
Table 5-10: Share of U.S. Retail Dollar Sales of Shaving Cream, by Marketer, 2001-2002
In Acne Preps, J&J Leaves Boots and Glaxo Far Behind
Table 5-11: Share of U.S. Retail Dollar Sales of Acne Preparations, by Marketer, 2001-2002
Schering-Plough Commands Suncare Segment
Table 5-12: Share of U.S. Retail Dollar Sales of Suntan Lotion and Oil, by Marketer, 2001-2002
J&J Heads Trio of Facial Cleanser Leaders
Table 5-13: Share of U.S. Retail Dollar Sales of Facial Cleansers, by Marketer, 2001-2002
P&G, J&J Dominate Facial Moisturizer Segment
Table 5-14: Share of U.S. Retail Dollar Sales of Facial Moisturizers, by Marketer, 2001-2002
The Competitive Situation
Giant J&J Surprisingly Nimble in Teen/Tween Skincare
Energizer Acquires Schick-Wilkinson Sword
Avon Names a Line After the Perfect Boyfriend
Product Trends
Products for Basic Skincare
Naturals and Semi-Naturals
Acne Forever! - Make That Never!
Regimens
Fruit and Candy Scents
Body Sprays and Washes
Table 5-15: Selected New Introductions of Skincare Products for Teens and Tweens, 2001-2003
Consumer Advertising Expenditures
Skincare Marketers Spend $79.1 Million
Johnson & Johnson Allocates $43.5 Million
Boots Boosts Clearasil with $10.7 Million
Glaxo Spends $6.3 Million
Blistex Spends $6.2 Million
Jergens Invests $3.3 Million in Biore Ads
J&J, Nature’s Cure Each Spend $2.4 Million
L’Oreal Expenditure at $1.6 Million
Other Teen/Tween Skincare Spenders
Consumer Advertising Positioning
Nothing But Smooth, Clear, Lovely Skin
Moisturizing Power
Cleansing Power
Kill All Zits
A Perfect Assortment
More Than a Shave
Antibacterial Properties
Consumer Promotions
Couponing
For You, A Bargain
A Rebate on Razors
Chapter 6: The Ethnic Category
The Products
African Americans Are Main Audience
Relaxers
Hairdressings/Treatments/Styling Products
Haircolor
Cosmetics
Skincare
Harsh Chemical Content
Category Size and Growth
Teen/Tween Ethnic Grooming Sales Push on to $343 Million in 2002
Table 6-1: U.S. Retail Dollar Sales of Ethnic HBC Products Used by Teens and Tweens, 1998-2002
Ethnic-Specific Trends Drive Sales
All Three Segments Post Good Growth in 2002
Haircare the Dominant Ethnic Segment
Table 6-2: U.S. Retail Dollar Sales of Ethnic HBC Products Used by Teens and Tweens, by Product Segment, 1998-2002
Table 6-2: Share of U.S. Retail Dollar Sales of Ethnic HBC Products Used by Teens and Tweens, by Product Segment, 1998-2002
Factors in Future Growth
Ethnic Population Trends: Black Teens to Dwindle
The Majors Now Own Stakes in Ethnic HBC
Table 6-4: Projection of U.S. Population Segments of African-American or Asian Race, or of Hispanic Origin, by Age, 2003-2010
Resistance to Use of Ethnic HBC to Erode
Ethnic Spending Power
Black Teens/Tweens Driving Ethnic Haircare
The Prospect of Gentler Formulas
Some Potential in Latin, Asian Sectors
Projected Sales
Ethnic Teen/Tween Grooming in Push to $447 Million by 2008
Table 6-5: Projected U.S. Retail Dollar Sales of Grooming Products Used by Ethnic Teens and Tweens, 2002-2008
The Marketers
Out of Hundreds of Ethnic HBC Marketers, a Narrow Few Are Significant
Lots of Grooming Specialists in Teen/Tween Ethnic Category
Table of Marketers, Brands, and Positionings
Table 6-6: Selected Marketers of Personal Grooming Products Used by Ethnic Teens and Tweens
Marketer Shares
Special Note: Limited Ethnic Teen/Tween Share Data Available
L’Oreal Dominant in Relaxers - But Does Not Dominate
Table 6-7: Share of U.S. Retail Dollar Sales of Home Permanents/Relaxer Kits, by Marketer, 2001-2002
Important Ethnic-Specific Marketers in Other Segments
Haircare
Cosmetics
Skincare
The Competitive Situation
L’Oreal Buys Soul
Alberto-Culver Buys Second-Rank in Ethnic Grooming
Luster Takes Care with Ethnic Kids
P&G to Buy Wella and Its Ethnic Brands
Product Trends
Ethnic-Suitable Products Within General Use Lines
Non-Ethnic Shares of Ethnic Haircolor
Teen and Tween-Specific Products
Natural/Semi-Natural Formulations
Table 6-8: Selected New Introductions of Personal Grooming Products Used by Ethnic Teens and Tweens, 2001-2003
Consumer Advertising Expenditures
Ethnic Teen/Tween Grooming Media Buys Impossible to Track
L’Oreal Spends $311,000 to Peddle to Ethnic Tweens
Consumer Advertising Positioning
Black Beauty, Yellow Beauty, Brown Beauty
But More Copy
Repositioning General-Use Brands
Hair Health and Sheen
Moisturizing Function
Botanical or Natural Formulation
Just a Touch Up
Consumer Promotions
A Degree of Couponing
Bonus Products and Free CDs
Chapter 7: The Young Male Market
The Products
An Emerging Category with Six Product Segments
Haircolor
Other Haircare
Skincare
Shaving Products
Deodorant
Fragrance
Market Size and Growth
Teen/Tween Males Category Surpasses $2.1 Billion in 2002
Table 7-1: U.S. Retail Dollar Sales of HBC Products Used by Teen and Tween Males, 1998-2002
Marketers Finally Found the Way to Goose Men’s Grooming
Gels/Mousses Are Best-Perfoming Products
Skincare Dominates Young Male Grooming
Table 7-2: U.S. Retail Dollar Sales of HBC Products Used by Teens and Tween Males, by Product Segment, 2001-2002
Table 7-3: Share of U.S. Retail Dollar Sales of HBC Products Used by Teens and Tween Males, by Product Segment, 2001-2002
Factors in Future Growth
Men’s Grooming Surge, Anticipated Since 1960s, Is Nigh
Teen/Tween Male Audience to Increase Only Slightly
Table 7-4: Projected U.S. Male Population, by Age Bracket, 2003-2010
Marketers Rolling Out Young Male-Specific Products
Projected Sales
Table 7-5: Projected U.S. Retail Dollar Sales of HBC Products Used by Teen and Tween Males, 1998-2002
The Marketers
Hundreds of Marketers of Grooming Products for Young Males
Public and Private Players
Table of Marketers, Brands, and Positionings
Table 7-6: Selected Marketers of Personal Grooming Products Used by Teen and Tween Males
Marketer Shares
Special Note: Availability of Share Data
Coty Leads Huge Field of After Shave Marketers
Table 7-7: Share of U.S. Retail Dollar Sales of Men’s After Shave/Talc, by Marketer, 2001-2002
The Competitive Situation
P&G Positions Old Spice to Youth
Gillette Builds Upon Razors and Blades
Unilever Axes for It
White Rain Grows Younger - and More Macho
Product Trends
Men’s Hair Styling Products and Color
Body Sprays
Table 7-8: Selected New Introductions of Personal Grooming Products Used by Teen and Tween Males, 2001-2003
Consumer Advertising Expenditures
Ad Dollars for Teen/Tween Male Cannot Be Fully Determined
White Rain Spends $227,000 On Dippity Do Sport
In 2002, Body Spray Wars Were Expensive
Consumer Advertising Positioning
Unisex Use Largely Replaces Manliness
But There’s Still a Place for Machismo
Like, Hey Dude
Consumer Promotions
Couponing of Major Products Used by Teen/Tween Males
A Seven-Dollar Rebate
Chapter 8: Distribution and Retail
Two Basic Products Paths
Personal Care Retail Margins Vary Widely
Retailers Set Up Teen/Tween Grooming Sections
Table 8-1: Supermarket Retailer’ Average Gross Profit Margins on Personal Grooming Products
Buyers Advised to Stock Value Brands and Larger Sizes
For Tweens, Club Libby Lu
Retail Focus: “Pop Prestige”
Pop Prestige = Upscale Goods for the Masses
The Body Shop International PLC
Limited/Intimate Brands’ Bath & Body Works
Chapter 9: The Consumer
Teen/Tween Population at 45 Million
Table 9-1: Projected U.S. Population, by Age Bracket, 2003-2010
Most Kid-Households Have Three Kids or Fewer
Table 9-2: U.S. Households, by Number of Children Present
Over 20 Million Households Home to Kids Aged 6-17
Table 9-3: U.S. Households, by Age and Number of Children Present
Whites Dominate Teen/Tween Population
Table 9-4: Projected U.S. Teen and Tween Population (Aged 8-18), by Race and Hispanic Origin, 2003-2010
Younger White Groomers to Decline in Number
Table 9-5: Projected U.S. Population of Caucasian Children, by Age Bracket, 2003-2010
Black Tweens Seen in Nosedive
Table 9-6: Projected U.S. Population of African-American Children, by Age Bracket, 2003-2010
Asian Children to Multiply at Double-Digit Rates
Table 9-7: Projected U.S. Population of Asian American Children, by Age Bracket, 2003-2010
Hispanic Kids Also to Post Double-Digit Increases
Table 9-8: Projected U.S. Population of Children, by Age Bracket, 2003-2010
Teen Spending Power
Parents Are Most Popular Source of Teens’ Income
Certain Government Figures Updated by Packaged Facts
Teens Have $90 Billion in Own Earnings to Spend
Table 9-9: Teen Earnings, by Individual Average and Annual Aggregate, 2001
Affluent and White Kids Have the Jobs, and Boys Get Paid More Than Girls
Add in What Parents Spend, Rich or Poor
Table 9-10: Expenditures on Children, by Single-Parent and Dual-Parent U.S. Families, 2001
Data on Families Spending on Teen Personal Care Buried Within “Miscellaneous” Breakout
Table 9-11: Share of Dual-Parent and Single-Parent U.S. Families’ Expenditures on Children, by Product/Service Class, 2001
Household Brand Use
Special Note on Methodology
Haircare Products
Shampoo and Conditioner
Hair Spray
Other Stylers
Haircolor
Cosmetics
Face Makeup
Eye Makeup
Lip Color
Nail Polish
Perfume/Cologne
Skincare
Facial Cleansers, Scrubs, Astringents, etc.
Deodorant/Antiperspirant
Moisturizers
Medicated Skincare Products
Shaving Cream
Disposable Razors
After-Shave/Cologne
Chapter 10: Trends and Opportunities
Advice One: Now More Choice of Positionings for Teen/Tween Grooming
Advice Two: Kid-Specific Products Are Timely
Advice Three: Make Fantasy Reality
Advice Four: Play with the Boundary Between Value and Premium Cachet
Advice Five: Some Hot Product Segments Are . . .
Appendix: Addresses of Selected Marketers
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