Beauty and Personal Care in the US

Beauty and Personal Care in the US

EXECUTIVE SUMMARY

Robust expansion in beauty and personal care

Direct-to-consumer brands expand and launch new products

Store-based brands fight back by investing in internet retailing and digitalisation

Growing ingredients awareness highlights the health and wellness trend

Regulation will impact sun care; but could affect the broader industry

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Oral Care in the US

HEADLINES

PROSPECTS

Health and wellness trends drive greater consumer interest in oral health

Braun Oral-B’s ADA seal boosts the performance of electric toothbrushes

Portability, safety and technology are areas for oral care innovation

COMPETITIVE LANDSCAPE

Internet retailing registers the fastest growth in oral care

Oral care subscription services seek to serve niche consumer segments

Power toothbrushes link consumers to companies and healthcare professionals

CATEGORY DATA

Table 11 Sales of Oral Care by Category: Value 2013-2018
Table 12 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 13 Sales of Toothbrushes by Category: Value 2013-2018
Table 14 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 15 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 16 NBO Company Shares of Oral Care: % Value 2014-2018
Table 17 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 18 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 19 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 20 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 21 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 23 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in the US

HEADLINES

PROSPECTS

Growth is driven by DTC entrants and premium line extensions

Clean beauty’s intersection with wellness drives premiumisation

Products for skin care routines and for specific parts of the face are popular

COMPETITIVE LANDSCAPE

Estée Lauder leads premium beauty and personal care

Store-based channels revamp their premium beauty offerings

Department stores focus on curation and personalisation

CATEGORY DATA

Table 24 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 25 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 27 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 28 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 29 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in the US

HEADLINES

PROSPECTS

Growth accelerates as priorities shift to skin health

Renewed interest in body care as the skin health narrative resonates

Toners is forecast growth amidst growing awareness of skin care routines

COMPETITIVE LANDSCAPE

Companies aim to attract millennials and expand internationally

The crossover between beauty and consumer health

The growth of dermocosmetics

CATEGORY DATA

Table 30 Sales of Skin Care by Category: Value 2013-2018
Table 31 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 32 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 33 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 34 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 35 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 36 NBO Company Shares of Skin Care: % Value 2014-2018
Table 37 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 38 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 39 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 40 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 41 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 42 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 43 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 44 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in the US

HEADLINES

PROSPECTS

Continued demand for sun protection stems from rising awareness

Harmful chemicals and misconceptions about SPFs concern regulators

Premium self-tanning continues to see strong growth

COMPETITIVE LANDSCAPE

New regulation could lead to a shift in product formulations

Segmented products targeted towards specific demographics

The online channel opens the way for new brands and smaller competitors

CATEGORY DATA

Table 45 Sales of Sun Care by Category: Value 2013-2018
Table 46 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 47 NBO Company Shares of Sun Care: % Value 2014-2018
Table 48 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 49 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 50 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 51 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

Baby and Child-Specific Products in the US

HEADLINES

PROSPECTS

Consumer demand for natural products continues

The role of influencers is growing, as in other categories

Baby toiletries sees a strong performance

COMPETITIVE LANDSCAPE

An eventful year for Johnson & Johnson

Baby Dove’s entry into the market

The effect of the closure of Babies ‘R’ Us

CATEGORY DATA

Table 52 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 53 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 54 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 55 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 56 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 57 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 58 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 59 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 60 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 61 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 62 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in the US

HEADLINES

PROSPECTS

Sustainability is on players’ minds ,

Bath and shower continues to shift beyond function to fit consumers’ lifestyles

The status quo in intimate hygiene is being challenged

COMPETITIVE LANDSCAPE

Talcum powder lawsuits continue to hit Johnson & Johnson

Grocery and mixed retailers aim to capture the revitalisation in bath products

Male-oriented brands enter bath and shower with new types of products

CATEGORY DATA

Table 63 Sales of Bath and Shower by Category: Value 2013-2018
Table 64 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 65 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 66 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 67 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 68 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 69 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 70 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 71 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in the US

HEADLINES

PROSPECTS

A slowdown for colour cosmetics after several years of hyper-consumption

Premium colour cosmetics decelerates, while mass colour cosmetics recovers

Prospects are positive for certain categories

COMPETITIVE LANDSCAPE

L'Oréal USA’s investment in digital beauty makes it better poised to compete

Greater competition amongst many new players for beauty consumers

Colour cosmetics brands expand shade offerings to communicate inclusivity

CATEGORY DATA

Table 72 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 73 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 74 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 75 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 76 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 77 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 78 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 79 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 80 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 81 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 82 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Deodorants in the US

HEADLINES

PROSPECTS

The natural trend continues

Deodorant pumps sees frequent price promotions and discounting

Internet retailing and vending are areas of experimentation

COMPETITIVE LANDSCAPE

Unilever leads deodorants, despite seeing a slight drop in sales

Unilever innovates through deodorant sprays, wipes and reusable packaging

Bath & Body Works leads deodorant pumps; sister brand Victoria’s Secret struggles

CATEGORY DATA

Table 83 Sales of Deodorants by Category: Value 2013-2018
Table 84 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 85 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 86 NBO Company Shares of Deodorants: % Value 2014-2018
Table 87 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 88 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 89 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 90 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 91 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Depilatories in the US

HEADLINES

PROSPECTS

Women’s razors and blades continues to slump

“Pink tax” to play an important role in marketing to women moving forward

A shift to more permanent options in female hair removal

COMPETITIVE LANDSCAPE

Harry’s launches Flamingo

The shaving clubs landscape for women

Innovation in women’s razors and blades

CATEGORY DATA

Table 92 Sales of Depilatories by Category: Value 2013-2018
Table 93 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 94 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 95 NBO Company Shares of Depilatories: % Value 2014-2018
Table 96 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 97 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 98 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in the US

HEADLINES

PROSPECTS

The continued rise of niche fragrances

Digitalisation is finding its place in fragrances

The rapid growth of unisex fragrances

COMPETITIVE LANDSCAPE

Top performers in fragrances

A continued surge in online sales of fragrances

Declining demand for mass and celebrity fragrances

CATEGORY DATA

Table 99 Sales of Fragrances by Category: Value 2013-2018
Table 100 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 101 NBO Company Shares of Fragrances: % Value 2014-2018
Table 102 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 103 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 104 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 105 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 106 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in the US

HEADLINES

PROSPECTS

Healthy living negatively affects the performance of some categories...

... but strengthens the performance of conditioners and treatments

Between colour treatment products provide room for growth

COMPETITIVE LANDSCAPE

Eyelash and eyebrow brands explore the opportunities in hair care

Beauty specialist retailers and department stores expand their premium offerings

Hair-specific supplements could compete directly against hair loss treatments

CATEGORY DATA

Table 107 Sales of Hair Care by Category: Value 2013-2018
Table 108 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 109 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 110 NBO Company Shares of Hair Care: % Value 2014-2018
Table 111 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 112 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 113 LBN Brand Shares of Colourants: % Value 2015-2018
Table 114 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 115 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 116 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 117 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 118 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 119 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in the US

HEADLINES

PROSPECTS

Mass beauty and personal care performs better than in previous years

Trends in premium skin care are translated in the mass segment

Consumer education rises through the use of the internet

COMPETITIVE LANDSCAPE

Disruptors and DTC brands bring back growth to mass beauty and personal care

The role of influencers continues to prevail in mass beauty and personal care

Masstige brands continue to see success

CATEGORY DATA

Table 120 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 121 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 122 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 123 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 124 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 125 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in the US

HEADLINES

PROSPECTS

Mild stabilisation in men’s razors and blades

Personalisation remains a key concept driving sales

Retail expansion for men’s grooming products

COMPETITIVE LANDSCAPE

Procter & Gamble acquires Walker & Co

Smaller brands aim to gain more share

Harry’s is the big winner in 2018

CATEGORY DATA

Table 126 Sales of Men’s Grooming by Category: Value 2013-2018
Table 127 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 128 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 129 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 130 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 131 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 132 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 133 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 134 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

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