Cosmetics And Toiletries in the US
Euromonitor International's Cosmetics And Toiletries in the US market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 157 | Publication date: May 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Cosmetics sales flat in 2008
Sales of cosmetics and toiletries were flat in 2008. This situation was a sharp contrast to years of value sales growth. Cosmetics and toiletries sales growth slowed as the US fell into a deep crisis, with rising job losses and reduced availability of consumer credit. Worries about the US economy led to reduced consumer confidence and lower spending. US GDP grew by only 1.1% in 2008, lower than the 2.9% and 2.8% growth achieved in 2005 and 2006, respectively.
US recession takes toll on cosmetics sales
Americans, who had happily traded up to premium goods, ranging from handbags to jewellery to cosmetics, put the brakes on spending. Instead they turned to a “back to basics” approach, focusing on necessities such as food and fuel. This turn of events led to massive discounting in cosmetics and toiletries in 2008. Premium cosmetics which previously were never discounted saw prices cut in December 2008. Retailers including Macy’s, Neiman Marcus, Nordstrom and Saks Fifth Avenue marked down fragrance prices temporarily. While the discounts had the effect of selling fragrances, they hampered value growth. Retailers also discounted colour cosmetics gift sets from Bobbi Brown and MAC. As a result, sales of premium cosmetics and toiletries declined in 2008, after growing in 2007.
Elizabeth Arden sees share gain
Elizabeth Arden Co experienced the largest share increase in 2008. The share gain was due to the company’s June 2008 acquisition of the fragrance business of Liz Claiborne Inc. The long-term global licence agreement gives Elizabeth Arden the exclusive rights to manufacture, distribute and market the Liz Claiborne fragrance brands. As a result of this purchase, Elizabeth Arden gained the rights to popular fragrances including Juicy Couture and Curve, and moved from fourth to third place in fragrances. Private label was another big gainer in 2008. Much of private label’s share gain in 2008 was due to the weak economy, as consumers decided to economise by purchasing private label products, which are typically at least 20% cheaper than national brands. Another reason for the share gain has been the aggressive efforts of retailers (particularly drugstore chains) to introduce more private label products and support them with merchandising.
Supermarkets/hypermarkets lead cosmetics and toiletries sales
Supermarkets/hypermarkets are the leading retail outlet for US cosmetics and toiletries. This is mostly due to the growing power of Wal-Mart Supercenters, which have been expanding across the US. Parapharmacies/drugstores, the second leading retail channel for cosmetics and toiletries, gained value share of cosmetics and toiletries in 2008, as retailers such as CVS and Walgreens upgraded their beauty departments and added more exclusive and private label brands. Mass merchandisers continued to lose value share in 2008, as Wal-Mart Stores converted many of its Wal-Mart discount stores into Wal-Mart Supercenters.
Sales declines ahead
The cosmetics and toiletries sector is expected to decline between 2008 and 2013 in constant value terms. Given tighter household budgets, it is likely that consumers will be more cautious about buying such products and will be looking for value. Despite the bleak economic outlook, some sectors are still expected to grow in the forecast period. Men’s grooming products, in the areas of skin care, bath and shower products, and hair care, are expected to continue showing good growth. Due to the immaturity of these subsectors and growing comfort with grooming regimens among younger American men, sales of these male-specific products are expected to continue growing, regardless of the economy. The desire to look good will also aid sales of anti-ageing products. Body wash/shower gel, liquid soap and sun care are also expected to remain fairly recession-resistant.
Table of contents
COSMETICS AND TOILETRIES IN THE US : MARKET INSIGHT
EXECUTIVE SUMMARY
Cosmetics sales flat in 2008
US recession takes toll on cosmetics sales
Elizabeth Arden sees share gain
Supermarkets/hypermarkets lead cosmetics and toiletries sales
Sales declines ahead
KEY TRENDS AND DEVELOPMENTS
Competitive environment
Economic downturn leads to a more value conscious shopper
Beauty companies focusing on natural and organic products and sustainability
Manufacturers turn to non-traditional marketing techniques
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - USA
CHANEL SA - COSMETICS AND TOILETRIES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Chanel SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Chanel SA: Competitive Position 2008
ENERGIZER HOLDINGS INC - COSMETICS AND TOILETRIES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Energizer Holdings Inc: Key Facts
Summary 5 Energizer Holdings Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Energizer Holdings Inc: Competitive Position 2008
Summary 7 Schick-Wilkinson Sword: Competitive Position 2008
ESTéE LAUDER COS INC - COSMETICS AND TOILETRIES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Estée Lauder Cos Inc: Key Facts
Summary 9 Estée Lauder Cos Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Clinique Laboratories Inc: Competitive Position 2008
Summary 11 Estée Lauder Cos Inc: Competitive Position 2008
JOHN PAUL MITCHELL SYSTEMS INC - COSMETICS AND TOILETRIES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 John Paul Mitchell Systems Inc: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 John Paul Mitchell Systems Inc: Competitive Position 2008
JOHNSON & JOHNSON CONSUMER PRODUCTS INC - COSMETICS AND TOILETRIES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Johnson & Johnson: Key Facts
Summary 15 Johnson & Johnson Consumer Products Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Johnson & Johnson Consumer Products Inc: Competitive Position 2008
Summary 17 Neutrogena Corp: Competitive Position 2008
Summary 18 Johnson & Johnson Inc: Competitive Position 2008
LIMITED BRANDS INC - COSMETICS AND TOILETRIES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Limited Brands Inc: Key Facts
Summary 20 Limited Brands Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 21 Limited Brands Inc: Competitive Position 2008
L'ORéAL USA INC - COSMETICS AND TOILETRIES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 22 L’Oréal USA Inc: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 23 Body Shop Inc: Competitive Position 2008
Summary 24 L’Oréal USA Inc: Competitive Position 2008
PROCTER & GAMBLE CO, THE - COSMETICS AND TOILETRIES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 25 Procter & Gamble Co: Key Facts
Summary 26 Procter & Gamble Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 27 Clairol Inc: Competitive Position 2008
Summary 28 Gillette Co: Competitive Position 2008
Summary 29 Procter & Gamble Co: Competitive Position 2008
SCHERING-PLOUGH HEALTHCARE PRODUCTS INC - COSMETICS AND TOILETRIES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 30 Schering-Plough Corporation: Key Facts
Summary 31 Schering-Plough Corporation: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 32 Schering-Plough Healthcare Products Inc: Competitive Position 2008
UNILEVER HOME & PERSONAL CARE USA - COSMETICS AND TOILETRIES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 33 Unilever Home & Personal Care USA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 34 Unilever Home & Personal Care USA: Competitive Position 2008
BATH AND SHOWER PRODUCTS IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 16 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 17 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 18 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 19 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 20 Bath and Shower Products Premium Brand Shares 2005-2008
Table 21 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 22 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 23 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Deodorants by Subsector: Value 2003-2008
Table 25 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 26 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 27 Deodorants Company Shares by Retail Value 2004-2008
Table 28 Deodorants Brand Shares by Retail Value 2005-2008
Table 29 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 30 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 31 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 32 Sales of Hair Care by Subsector: Value 2003-2008
Table 33 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 34 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 35 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 36 Hair Care Company Shares by Retail Value 2004-2008
Table 37 Hair Care Brand Shares by Retail Value 2005-2008
Table 38 Styling Agents Brand Shares by Retail Value 2005-2008
Table 39 Colourants Brand Shares by Retail Value 2005-2008
Table 40 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 41 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 42 Hair Care Premium Brand Shares 2005-2008
Table 43 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 44 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 45 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 47 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 48 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 49 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 50 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 51 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 52 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 53 Lip Products Brand Shares by Retail Value 2005-2008
Table 54 Nail Products Brand Shares by Retail Value 2005-2008
Table 55 Colour Cosmetics Premium Brand Shares 2005-2008
Table 56 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 57 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 58 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Retail Sales of Electric Shavers 2004-2008
Table 60 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 61 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 62 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 63 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 64 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 65 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 66 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 67 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Retail Sales of Manual Toothbrushes by Type: % Analysis 2004-2008
Table 69 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 70 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 71 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 72 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 73 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 74 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 75 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 76 Toothpaste Brand Shares by Retail Value 2005-2008
Table 77 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 78 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 79 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 80 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 81 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 82 Sales of Women’s Fragrances by Concentration: % Value Analysis 2004-2008
Table 83 Sales of Men’s Fragrances by Concentration: % Value Analysis 2004-2008
Table 84 Sales of Fragrances by Subsector: Value 2003-2008
Table 85 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 86 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 87 Fragrances Company Shares by Retail Value 2004-2008
Table 88 Fragrances Brand Shares by Retail Value 2005-2008
Table 89 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 90 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 91 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 92 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 93 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 94 Sales of Skin Care by Subsector: Value 2003-2008
Table 95 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 96 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 97 Skin Care Company Shares by Retail Value 2004-2008
Table 98 Skin Care Brand Shares by Retail Value 2005-2008
Table 99 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 100 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 101 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 102 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 103 Skin Care Premium Brand Shares 2005-2008
Table 104 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 105 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 106 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 107 Sales of Depilatories by Subsector: Value 2003-2008
Table 108 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 109 Depilatories Company Shares by Retail Value 2004-2008
Table 110 Depilatories Brand Shares by Retail Value 2005-2008
Table 111 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 112 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 113 Retail Sales of Sun Protection by Factor: % Analysis 2004-2008
Table 114 Retail Sales of Self-Tanning by Formulation: % Analysis 2004-2008
Table 115 Sales of Sun Care by Subsector: Value 2003-2008
Table 116 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 117 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 118 Sun Care Company Shares by Retail Value 2004-2008
Table 119 Sun Care Brand Shares by Retail Value 2005-2008
Table 120 Sun Care Premium Brand Shares 2005-2008
Table 121 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 122 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 123 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013