Let’s get personal... The future is bright for health, beauty and personal care spray products. In 2013, there were 964,716,960 personal care aerosols filled in the U.S., a 2.8% increase over 2012, according to the Consumer Specialty Products Association (CSPA). Over 437 million of these were steel and over 465 million were aluminum. The chart below gives a personal care breakdown for 2013. 12 Spray June 2013 New research from global information company The NPD Group, Inc. shows that in the first quarter of 2015, sales of U.S. prestige beauty products reached $2.6 billion, a 5% increase from the same period last year. This was driven by fragrance (up 5% over first quarter 2014, to $547.4 million) and makeup, while skin care sales remained flat ($899.6 million for the quarter) after experiencing growth for the past three consecutive quarters. Karen Grant, NPD Global Beauty Analyst, commented, “Less traditional and often smaller categories continue to emerge as the big winners of growth. The trends are more diverse and moving faster. Looking closer at these elements driving the market is essential for the industry to respond in step with the quickening pulse of today’s consumer trends.” North America drove global sales of beauty products in 2014. Sales grew by 5% in Canada, 3% in the U.S. and 2% in Mexico, while Western Europe, with the exception of the UK (+5%) was lagging behind (-1% in France and Italy; -2% in Spain) according to NPD. The U.S. prestige beauty industry reached $11.2 billion and grew 3% in dollar sales in 2014 compared to 2013, said NPD. Makeup experienced the healthiest gain (6%) while fragrance grew 2% and skincare increased by 1%. Prestige skincare, fragrance and makeup in the U.S. all experienced 2–4% growth in average price. The growth of the U.S. prestige market outpaced the mass channel, where sales remained flat for total beauty in 2014 versus 2013, per Nielsen. The skincare category, with 2% growth, buoyed the overall mass market, while fragrance and makeup experienced dollar declines by 4% and 1%, respectively. “The beauty industry had a solid annual performance in a somewhat difficult retail environment, but there’s still plenty of room for improvement and development,” added Grant. “We saw that fewer consumers, especially beauty shoppers, cut spending in 2014. At the same time, 2014 reported the fewest number shopping for beauty in six years.” Ethnic personal care continues to grow The multicultural beauty products market continues to outpace the growth of the overall market for cosmetics and toiletries, posting a 3.7% increase in 2014, according to global consulting and research firm Kline & Co. Mainstream brands continue to develop tactics to capture a growing percentage of the ethnic personal care market. While mainstream brands have long reached ethnic consumers through the creative use of spokesmodels and targeted advertising, the approach for many brands has become even more savvy and genuine. Some marketers use beauty advisors who speak the language of the local ethnic community, whether it is Mandarin, Vietnamese or Spanish, to create a greater connection with these consumers. Some also launch products targeting certain ethnic groups in the U.S. that are simultaneously released in that group’s country of origin. Continued on p.14 Product Aluminum Containers filled Steel Containers filled Shaving Lather 37,893,026 225,079,608 Hair Sprays 145,111,771 118,519,269 Mousse 90,583,154 500,000 Medicinal & Pharmaceutical 25,075,111 25,881,810 Cologne, Perfume, After Shave & Body Sprays 43,282,440 2,156,874 Personal Deodorants, Antiperspirants, Powders & Deodorant Colognes 10,089,266 29,959,968 Sun Care 79,916,176 0 Other (lotions, dyes, glitter, breath fresheners, depilatories) 33,160,856 35,302,900 Ava Caridad Editorial Director 2015
Spray June 2015
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