Sales fueled by link between healthy mouth, overall health
The oral care market is expected to grow modestly in the coming years. According to Mintel’s May 2013 U.S. oral care report, total U.S. retail sales for the oral care market reached $6.3 billion in 2012. Looking ahead, the market is expected to experience modest growth — about 2% annually — with sales reaching $7.1 billion in 2017.
The good news is that there may be opportunities for retailers and suppliers to promote increased usage of products like mouthwash, dental floss, dental tools and power toothbrushes.
One way to do this, Mintel suggested, is greater communication around the link between oral heath and overall health, as this could be a major selling point for marketers to help fuel sales of oral care products and encourage consumers to widen their product repertoires.
"The floss/accessories/tools segment grew by 19% from 2007 to 2012, the strongest growth experienced by any product segment in that same time period. This segment could grow further if marketers employed ads that highlight the link between oral bacteria and the potential for infection in other areas of the body," Mintel stated.
Another growth driver is greater integration of such functional benefits as repairing teeth and gums, as well as cosmetic benefits.
Mintel’s research found that daily repair of teeth and gums are among the attributes that oral care users are most interested in seeing in their toothpaste. Mouthwash users also expressed an interest in mouthwash offerings that help with the daily repair of teeth and gums. However, mouthwash users expressed a stronger interest (42% versus 33%) in products that have cold/flu-fighting capabilities.
Hair care products cater to individual needs
Whether seeking products that offer styling versatility for their natural hair, products that help rejuvenate dry locks, or formulas that help maintain the look of just relaxed hair, there’s no doubt that hair care is important among African-American shoppers.
"Blacks place a great deal of importance on hair care. This is evidenced by the fact that Blacks spend more than nine times more on ethnic hair and beauty products than any other group. Companies that can more clearly identify and promote hair care products that address the unique needs for Black hair may be able to increase their presence and market share with consumers who are highly engaged in this product category," stated the Nielsen Co. in its 2012 report titled "The African-American consumers: Still vital, still growing."
Styling products are showing healthy growth as more consumers are turning away from pricier salon treatments and exploring the option of at-home treatments, according to market research firm Mintel. Styling products represent 38.8% of the overall African-American hair care market, followed by shampoo and conditioner with 35.1% of the market. Both of these segments saw increases in sales and market share between 2010 and 2012 at the expense of relaxer kits, which posted sales decreases of almost 30%.
SoftSheen-Carson has developed an array of new products that are slated to hit shelves in September. For those looking for a gentle shampoo that is designed to lock in moisture and is ideal for frequent use, there’s the newest addition to the Dark and Lovely Au Naturale Anti-Shrinkage line: Beyond Gentle & Sulfate-Free Wash.
SoftSheen-Carson also is expanding its 6 Week Anti-Reversion line with a shampoo, conditioner and styling cream serum in extra strength, creating an entire Anti-Reversion system for those who want to achieve straight hairstyles and keep that just relaxed look.
Also hitting shelves in September is the Optimum Amla Legend Rejuvenating Oil. The new multipurpose oil is formulated specifically for dry and damaged hair. It can be used as a pre-shampoo, deep conditioner, finishing treatment, scalp treatment or shine booster.
At-home nail care still trending among beauty mavens
Women still love their nail polish!
Judging by the continued double-digit sales growth and the new products still flooding the market, the nail color segment continues to shine.
"Whether the woman opts to do it herself or go the salon route, nail care has an option to appeal to every age of woman. Getting a pulse check on the nail consumer is so very important right now. At this moment in time, nail is still a blue-sky, white canvas opportunity. We are just scratching the surface," stated Karen Grant, VP and global industry analyst for The NPD Group, earlier this year when announcing the findings of its March 2013 "Nail Care and Polish Consumer Report."
The report found that more than half of women ages 18 years and older have purchased nail products for at-home use or professional nail services in the past year. Supporting the findings that many beauty mavens are turning to at-home products is the most recent 52-week data from IRI.
According to IRI, the nail category rose nearly 11% during the 52 weeks ended June 16 at U.S. multi-outlets, with nail polish accounting for the greatest growth within the category — up 17.6% to reach about $896 million.
Expense plays a large role in why women do their nails at home, but it is not the only issue. Concerns about health and safety issues at salons and the convenience of at-home solutions are also factors.
Among the most notable developments within nail care at mass is the entrance of at-home gel manicures. Delivering long-lasting results at a fraction of the price as a salon gel manicure, these do-it-yourself products took the mass market nail segment by storm.
It is estimated that, within the next year, gel polish retail sales will more than double and come in somewhere near the $75 million to $80 million mark, according to Joel Carden, EVP of Pacific World, which markets the SensatioNail at-home gel polish.
Also contributing to the explosive growth are such innovations as adhesive nail stickers bearing wild colors and edgy patterns, crackled nail polish, glitter nail polish and magnetic nail polish.
Judging by the slew of new products on display at the recent Cosmoprof North America conference in Las Vegas, this trend shows little sign of slowing. While a majority of the products highlighted at Cosmoprof are geared toward the professional salon market, there’s no doubt that gel continues to be all the rage with such brands as Essie touting gel manicure systems on the show floor.
Recent launches for the mass market include Red Carpet Manicure’s light-activated nail treatments. The DIY light-activated gel nail treatments — Nail Remedy and Nail Recovery — help nails become stronger and longer. Also new are Cuticle Balm, Cuticle Elixir and Youth Crème.
CCA Industries’ Nutra Nail Gel Perfect is aiming to reinvent the pedicure with its new Nutra Nail Gel Perfect Walk on the Wild Side Pedicure Kit. In 2011, CCA Industries launched its Nutra Nail Gel Perfect, a gel-color technology that promises to set rock solid in five minutes with no UV/LED light needed, and now the manufacturer has developed the pedicure kit.
There’s also Belvada, which recently announced the launch of its GelMoment. The polish, which dries in 30 seconds with the Belvada LED curing light, eliminates the need for a base coat and topcoat, and Belvada is positioning it as the first one-step gel nail polish.