Beauty and Personal Care in the US

Beauty and Personal Care in the US

EXECUTIVE SUMMARY

The concept of natural taps into different areas, lacking a standard definition

Established brands invest in emerging, indie and niche products

Trending ingredients heavily feature in new launches across categories

Millennials’ purchasing power increases, driving trends

Internet retailing grows in significance

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in the US

HEADLINES

PROSPECTS

Steady growth for baby and child-specific skin care

The rise of a clean or organic positioning

Millennial mothers drive premiumisation

COMPETITIVE LANDSCAPE

Amazon Elements sees the fastest growth in baby wipes

Babies ‘R’ Us set to liquidate its US stores in 2018

The launch of brands with the National Eczema Association’s Seal of Acceptance

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in the US

HEADLINES

PROSPECTS

Trending skin care ingredients penetrate bath and shower

Highlighting the ingredients used, rather than communicating those excluded

Bath additives boost overall bath and shower

COMPETITIVE LANDSCAPE

The FDA bans triclosan and other ingredients

Acquisitions highlight the growth of the natural trend and multicultural beauty

New product launches

CATEGORY DATA

Table 22 Sales of Bath and Shower by Category: Value 2012-2017
Table 23 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 25 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 26 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 28 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in the US

HEADLINES

PROSPECTS

An emphasis on eyes, eyelashes and eyebrows

Expansion of foundation shades generates discussion about inclusivity

Personalisation in foundation

COMPETITIVE LANDSCAPE

The rise of indie brands continues in colour cosmetics

Indie brands continue to attract acquisitions

Expanded distribution makes indie brands more accessible to consumers

CATEGORY DATA

Table 31 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 35 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 36 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 37 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 38 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022

Deodorants in the US

HEADLINES

PROSPECTS

Stick and spray formats dominate deodorants

The natural trend reawakens an established category

Growth in deodorant pumps is driven by lighter scents and layering

COMPETITIVE LANDSCAPE

Schmidt’s Naturals boosts Unilever’s natural portfolio

Procter & Gamble taps into direct-to-consumer brand Native Deodorant

The widening offering of free-from products

CATEGORY DATA

Table 42 Sales of Deodorants by Category: Value 2012-2017
Table 43 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 45 NBO Company Shares of Deodorants: % Value 2013-2017
Table 46 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 48 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in the US

HEADLINES

PROSPECTS

Women’s shaving continues to struggle in the US

Cost, convenience and benefits drive sales in a declining category

Natural-positioned depilatories have room for growth

COMPETITIVE LANDSCAPE

Shave clubs for women enter the market, disrupting the category

The leading subscription players

Continued growth for shave clubs

CATEGORY DATA

Table 51 Sales of Depilatories by Category: Value 2012-2017
Table 52 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 54 NBO Company Shares of Depilatories: % Value 2013-2017
Table 55 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 56 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in the US

HEADLINES

PROSPECTS

The positioning of fragrances shifts to lifestyle and story-telling

The growth of unisex fragrances

Premium fragrances is a way to experience luxury

COMPETITIVE LANDSCAPE

Mass fragrances continues to struggle

New entrants in mass fragrances

Coty acquires a stake in direct selling brand Younique

CATEGORY DATA

Table 58 Sales of Fragrances by Category: Value 2012-2017
Table 59 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 60 NBO Company Shares of Fragrances: % Value 2013-2017
Table 61 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 64 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in the US

HEADLINES

PROSPECTS

The natural hair movement emphasises styling, treatment, moisturising and repair

Multicultural hair care brands attract natural hair and clean beauty consumers

Styling agents continues to struggle in the US

COMPETITIVE LANDSCAPE

Henkel acquires Zotos International to strengthen its professional segment

Unilever’s acquisition highlights the move towards multicultural beauty

Target expands its range

CATEGORY DATA

Table 66 Sales of Hair Care by Category: Value 2012-2017
Table 67 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 69 NBO Company Shares of Hair Care: % Value 2013-2017
Table 70 NBO Company Shares of Salon Professional Hair Care: % Value 2013-2017
Table 71 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 72 LBN Brand Shares of Colourants: % Value 2014-2017
Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 74 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 76 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in the US

HEADLINES

PROSPECTS

The share of mass colour cosmetics is expected to decline

A notable mass activity is the Cover Girl relaunch, which has its challenges

Indie mass colour cosmetics brands continue to take share from legacy mass brands

COMPETITIVE LANDSCAPE

Masstige colour cosmetics and skin care brands represent bright spots

Ulta Beauty brings in influencer-led masstige brands

The outlook for masstige brands

CATEGORY DATA

Table 79 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 80 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 81 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 82 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 83 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 84 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in the US

HEADLINES

PROSPECTS

Men’s shaving continues to struggle

Consumers want it all: affordable, convenient, personalised and premium

The future will no longer depend on features, at least in shaving

COMPETITIVE LANDSCAPE

Shaving clubs are only part of the equation

Retailers join the battle

Innovation from both small and large brands, premium and mass

CATEGORY DATA

Table 85 Sales of Men’s Grooming by Category: Value 2012-2017
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 89 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in the US

HEADLINES

PROSPECTS

The natural trend in oral care

Natural is not at odds with efficacy in oral care

Convenience motivates the design of dental floss picks and toothpaste

COMPETITIVE LANDSCAPE

Power toothbrushes are getting smarter

The FDA bans triclosan and other ingredients in some products, but not toothpaste

Niche opportunity to develop oral care products for specific conditions

CATEGORY DATA

Table 94 Sales of Oral Care by Category: Value 2012-2017
Table 95 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 96 Sales of Toothbrushes by Category: Value 2012-2017
Table 97 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 99 NBO Company Shares of Oral Care: % Value 2013-2017
Table 100 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 101 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 102 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 103 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 104 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 105 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 106 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in the US

HEADLINES

PROSPECTS

The premium segment is expected to increase in key beauty categories

Higher margins in premium colour cosmetics and skin care will support growth

The premium and mass segments continue to blur

COMPETITIVE LANDSCAPE

Wal-Mart expands its premium beauty offerings through CO Squared

An alternative concept of premium, beyond brand positioning

Tactics to promote premiumisation beyond brand attributes

CATEGORY DATA

Table 107 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 108 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 109 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 110 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 111 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 112 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in the US

HEADLINES

PROSPECTS

From skin issues to skin health

The prioritisation of efficacy

The growth of active cosmetics

COMPETITIVE LANDSCAPE

Body care set for an uptick in demand

Skin care sees significant growth via internet retailing

Skin care players develop their own safety rules

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2012-2017
Table 114 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 115 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 116 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 117 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 118 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 119 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 120 NBO Company Shares of Skin Care: % Value 2013-2017
Table 121 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 122 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 123 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 124 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 125 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 126 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 127 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 128 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in the US

HEADLINES

PROSPECTS

Growing demand for sun protection, boosted by prevention

Players respond with new benefits, formats and technology

Premiumisation drives natural and organic formulations

COMPETITIVE LANDSCAPE

Beauty specialist retailers grows its share from a small base

Non-mass channels latch onto the growth of self-tanning

New product launches

CATEGORY DATA

Table 129 Sales of Sun Care by Category: Value 2012-2017
Table 130 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 131 NBO Company Shares of Sun Care: % Value 2013-2017
Table 132 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 133 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 134 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 135 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022

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