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Personal Care Consumer - US - November 2015

Personal Care Consumer - US - November 2015

A mature personal care market benefits from widespread product usage of functional items such as oral care and deodorant, while younger women drive growth of discretionary items including facial skincare. Brands can benefit by focusing on gentle products or natural sounding ingredients, which appeal to consumers amidst concerns over ingredient safety. The market can experience further growth by improving the retailing experience both in-store and online, with consumers expressing a strong interest in in-store experts, kiosks, or mobile apps that help to navigate through the wide variety of personal care offerings.

This report looks at the following areas:

More spend allocated toward haircare, facial skincare
Adults focus on functional hygiene staples, use of specialty items is lower
Some confusion over claims, skepticism over product efficacy remains


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Personal care market sales, by segment, 2014 (est)
Figure 2: Personal care product usage – Any (net)^, July 2015
Figure 3: Skepticism and confusion toward personal care products, July 2015
The opportunities
Figure 4: Product usage – Any, by gender, July 2015
Figure 5: Interest in retail innovations, July 2015
Figure 6: Awareness and influence of ingredients, July 2015
What it means
THE MARKET
What you need to know
More spend allocated toward hair and face, less on discretionary items
Purchases made through MULO channels, opportunity to improve shopping experience
Spend impacted by race and Hispanic origin, gender
Market gains driven by growing populations of females, Black and Hispanic consumers
Market breakdown
More spend allocated toward hair and face than body
Figure 7: Personal care market sales, by segment, 2014 (est)
Figure 8: Jergens commercial, Leslie Mann. Beauty and your butt, 2015
Market perspective – Retail
Consumer concerns over ingredients leads to transparency at retail level
Purchases primarily made through MULO channels
Figure 9: Retailers used for personal care purchases – Any purchase (net)^, by gender, July 2015
Opportunities for improved shopping experience both in-store and online
Figure 10: Interest in retail innovations, July 2015
Consumers relate to spokespeople who represent their age, aren’t photoshopped
Figure 11: Interest in various types of spokespeople, by gender, July 2015
New product launch activity driven by haircare, facial skincare
Figure 12: Share of personal care product launches, by category, 2010-15
Market perspective – Consumer
Adults spending more time on the internet, less time socializing
Figure 13: Time spent on lifestyle and leisure activities, July 2015
Spend impacted by race and Hispanic origin
Figure 14: Mean skincare and haircare expenditures, by gender and race/Hispanic origin, February 2014-March 2015
Adults investing more time on personal care, less on professional services
Figure 15: Use of professional services, February 2010-March 2015
Figure 16: Types of professional services used, February 2010-March 2015
Consumers seek unscented options, preferences differ by product type
Figure 17: Preferred scent type for personal care products, by product type, July 2015
Market factors
Growth in female population a positive indicator for market growth
Figure 18: Female population by age, 2010-20
Increases in populations of Hispanics, Black consumers could improve personal care sales
Figure 19: US population by race and Hispanic origin, 2010-20
Gains tempered due to declines in the percentage of homes with children
Figure 20: US households, by presence of own children, 2003-13
Aging population may temper market growth
Figure 21: US population by age, 2010-20
KEY PLAYERS
What you need to know
Consumers drawn to gentle products, themes of female empowerment
Products that are time-consuming and anti-aging skincare claims struggle
Personal care routines simplified through multipurpose products, improved technology
What’s working?
Growth in deodorant driven by sprays, men’s haircare boosts market
Figure 22: Percentage changes of personal care market sales, by segment, 2013-14 (est)
Figure 23: Sales of select APDO products, 2015
Figure 24: Sales of select haircare products, 2015
Themes of empowerment and “real beauty” resonate with females
Figure 25: Dove’s Choose Beautiful video, 2015
Figure 26: Sales of select APDO and haircare products, 2014 and 2015
Gentle products appeal to consumers in light of ingredient concerns
Figure 27: Sales of select gentle personal care products, rolling 52-week ending Feb. 22, 2015
What’s struggling?
Products that are time-consuming, specialized
Figure 28: MULO sales of select personal care products, 2012-14
Anti-aging products struggle as anti-aging claims become widespread
Figure 29: MULO sales of select anti-aging facial skincare and body care products, 2012-14
What’s next?
More portable, on-the-go options
Products that promote multitasking
Cosmetic benefits set skincare products apart
Technology becomes more integrated into personal care
THE CONSUMER
What you need to know
Adults spending more time on functional personal care tasks
Appearances most influenced by those in their personal lives
Usage of functional items is widespread, discretionary items more often used by women
Men focus on usage features of products, women consider product reviews
Older consumers prefer in-store shopping, consumers hesitate to try new products
Consumers seek natural-sounding ingredients and pure or natural products
Time spent on appearance
More time spent on teeth and face, less time on professional services
Figure 30: Time spent on personal care activities, July 2015
Younger consumers, Hispanics spending more time on personal care tasks
Figure 31: Time spent on personal care activities – More time spent, by gender, age, and race/Hispanic origin, July 2015
Average consumer spends 21 minutes per day on appearance
Figure 32: Average number of minutes per day spent on appearance, by gender, race/Hispanic origin, and parental status, July 2015
Impacts on personal appearance
Consumers’ appearances most influenced by those in their personal lives
Figure 33: Factors influencing appearance, by gender and age groups 18-24 and 65+, July 2015
Hispanics report wider variety of influences on appearance
Figure 34: Factors influencing appearance, by race/Hispanic origin, July 2015
Consumers most likely to experience graying hair, dry skin
Appearance issues more common among women, differ by age
Figure 35: Appearance-related issues, July 2015
Figure 36: Appearance-related issues, by gender and 18-24 and 65+ age groups, July 2015
Figure 37: Appearance-related issues, by race/Hispanic origin, July 2015
Product usage
Use of functional hygiene staples widespread, discretionary products higher among women
Figure 38: Personal care product usage – Any (net)^, by gender, July 2015
Opportunities with Hispanics, parents
Figure 39: Product usage – Any (net)^, by Hispanic origin and parental status, July 2015
Figure 40: Product usage – Any (net)^, by age and race, July 2015
Purchase influencers
Men look at usage features, women consider reviews and ingredients
Figure 41: Personal care purchase influencers, by gender, July 2015
Black consumers more likely to seek gender-specific options, age impacts purchase influencers
Figure 42: Personal care purchase influencers, by age, and race/Hispanic origin, July 2015
Attitudes toward personal care
Consumers confused over product claims, prefer in-store shopping
Figure 43: Attitudes toward personal care products, July 2015
In-store shopping key for older consumers, parents more open to online
Figure 44: Attitudes toward personal care products, by age, July 2015
Figure 45: Attitudes toward personal care products, by gender, race/Hispanic origin, and parental status, July 2015
Product ingredients
Healthy-sounding ingredients fare well in personal care
Figure 46: Awareness and influence of ingredients, July 2015
Women more likely to consider ingredients when making a purchase
Figure 47: Awareness and influence of ingredients – Look for ingredient when buying products, by gender and race/Hispanic origin, July 2015
Figure 48: Awareness and influence of ingredients – Look for ingredient when buying products, by gender and race/Hispanic origin,
July 2015 (continued)
Personal care claims
Products perceived as being pure, natural are appealing
Figure 49: Importance of personal care claims, July 2015
Personal care claims more important to women, Black and Hispanic consumers
Figure 50: Importance of personal care claims – Important (net)^, by gender, age, race/Hispanic origin, and parental status, July 2015
Figure 51: Importance of personal care claims – Important (net)^, by gender, age, race/Hispanic origin, and parental status, July 2015
(continued)
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations and terms
Market
PERSONAL CARE CONSUMER, US - NOVEMBER 2015
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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