BEAUTY CARE

Major shift to private-label personal care purchases noted in new survey

BY Antoinette Alexander

DALLAS — In the first half of 2010, consumers continued to shift to less-expensive private-label products in all categories, including the personal care and baby care segments, according to a recent survey by Epsilon Targeting, a provider of consumer information for targeted marketing solutions.

According to the August survey by Epsilon Targeting, an increasing number of consumers switched to store-brand products in the previous six months. In fact, 61% said they switched to private-label personal care products, including shampoo and facial moisturizers, while almost 18% of the respondents said they moved to private-label baby goods, including baby shampoo. These categories historically have a higher perceived cost of switching because consumers believed they are sacrificing on quality, according to Epsilon Targeting.

The brand shift is a marked increase over Epsilon Targeting’s last survey, in May 2009, when 51% of respondents said they purchased private-label personal care products, and 13% bought baby items.

The gain by store brands in the personal care category is especially noteworthy because consumers tend to be more loyal to national brand shampoos, facial moisturizers and other "appearance" products, according to Epsilon Targeting. For instance, 37% of respondents said they moved to private-label shampoo and conditioner in the past six months, based on Epsilon Targeting’s research. Traditionally, this is a small category for store brands — less than 3% of all shampoos and 1% of conditioners purchased at supermarkets in the third quarter were store brands, according to the Private Label Manufacturers Association, through The Nielsen Co. Among drug store shoppers, the figures were 5% and 4%, respectively.

Epsilon Targeting’s findings are supported by PLMA data that showed unit sales of store-brand shampoos and conditioners did rise in the third quarter, by almost 71% and 13%, respectively, at drug stores alone.

Still, national brands linger in the minds of shoppers, as indicated by the research. At least 45% of respondents said they would definitely purchase their usual label of personal care, food or household products again if they had a coupon. More than 44% said they would buy their usual brand of health products.

"This is an opportunity for national brands to turn to their vast resources and find new ways to engage their customers one-to-one," stated Epsilon Targeting VP Warren Storey. "National brands have the ability to leverage rich data in new ways, across all communication channels from direct mail to mobile. The information is there — where their shoppers buy, when and how they respond to promotions. As the economy returns, national brands must leverage this intelligence and apply it to pricing, product placement and special offers. Marketers must leverage this data to identify and provide incentives, such as coupons and samples, to consumers who would switch back."

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

BEAUTY CARE

EvoraPlus gains distribution at Winn-Dixie

BY Antoinette Alexander

TAMPA, Fla. — Biopharmaceutical company Oragenics has expanded retail distribution of its oral care probiotic EvoraPlus through an agreement with Winn-Dixie Stores. EvoraPlus will be sold in select Winn-Dixie locations, beginning in January 2011.

 

ProBiora3, the active ingredient in Oragenics’ probiotic products, is designed to naturally support gum and tooth health while freshening breath and whitening teeth. Oragenics’ chief scientific officer, Jeffrey Hillman, developed ProBiora3 technology during more than 25 years of research, which began at the Harvard-affiliated Forsyth Institute in Boston and continued at the University of Florida. This technology only recently has become available to the general public.

 

ProBiora3 contains three strains of beneficial bacteria that promise to help maintain a healthy microbial balance in the mouth. It is 100% natural and is made in the United States in an FDA-registered and GMP-certified facility, the company stated.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

BEAUTY CARE

Economic woes help groom men’s care segment at mass

BY Antoinette Alexander

The men’s grooming segment continues to be an attractive category for manufacturers, and there is evidence that the wobbly economy has helped bolster the segment at mass.

Valued at $19.7 billion worldwide in 2009, male-specific grooming products will mushroom to $28 billion by 2014, stated consumer market research publisher Packaged Facts in its “Men’s Grooming Products: A Global Analysis” report published in November 2009.

“From either perspective, more is being spent on men’s grooming, thanks to the ongoing rise of middle-class sectors; the enhanced connectivity of even the poorest corners of the world, via the Internet; marketers’ more sophisticated appeals to men; and the universality of prestige and natural food/HBC channels across hundreds of international borders,” stated Packaged Facts.

Recognizing the potential, manufacturers continue to churn out products made to appeal to him. One such example is Johnson Products, a maker of ethnic hair care products, which is entering the men’s grooming segment in 2011 with the launch of its Ultra Sheen Men. The grooming collection, which includes grooming gel and wave conditioning pomade, is geared toward the “urban trendsetter man who has style and swagger,” according to the company.

The economy has helped bolster sales of the Lithium Ion grooming kit by Wahl Clipper, which launched in the first half of 2009 and has a suggested retail price of $39.99. “The big shining star for us has been our Lithium Ion grooming kit,” Steven Yde, senior product manager at Wahl Clipper, told Drug Store News. “We’ve really seen a trend, when the economic times were tough, of people trading up because men think, ‘I’m going to buy something that is going to last.’”

Meanwhile, Beiersdorf’s Nivea for Men is gearing up for new skin care and body wash launches in 2011, but details were not available as of press time. The brand recently shipped, among other gift sets, its Nivea for Men gift set ($9.99 retail at Walgreens, CVS and Walmart). The set includes Cool hair and body wash, Sensitive shaving gel, Sensitive post shave balm and Replenishing lip balm SPF 4.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES