Personal Cleansers at Mass
TOTAL U.S. - F/D/Mx (Supermarkets, Drugstores, and Mass Merchandise Outlets (excluding Walmart))
Latest 52 Weeks Ending Sept. 5, 2010
turizer, has a patent-pending formula that
kills 99.9% of common germs and bacteria
in just 15 seconds, according to Chattanooga, TN-based Chattem. The formula
contains seven hydrating moisturizers, including a phospholipid complex to help restore the skin’s lipid barrier.
DEODORANT BAR SOAP
HEAVY DUTY HAND CLEANER
LIQUID BODY WASH/ALL OTHER
LIQUID HAND SOAP
NON-DEODORANT BAR SOAP
Reigning Body Washes
While liquid hand soap and hand sanitizer
growth can be traced back to the H1N1
virus, the growth in the body wash/shower
gel category has been a longer-term shift,
fueled by consumers’ growing preference
for this format over traditional bars.
“Body wash/shower gel in the U.S. has
matured beyond the basic cleansing functions, and currently offers consumers innovative scents, moisturizing qualities
and, most recently, anti-aging properties,”
At Beiersdorf, the Nivea brand has targeted all of those issues with new hydrating
$184.9 ( 6. 75) 68. 9 ( 4. 94)
$142.9 22. 13 75.2 26. 98
$3.8 12. 32 1.8 3. 97
$838.3 10. 10 221.4 11. 69
$353.9 6.02 156.7 6. 65
$552.6 (1.75) 161.0 (0.88)
Source: Infoscan Reviews, SymphonyIRI Group
brand started by Adam Lowry and Eric
Ryan a decade ago.
The Sanitizer Surge
If consumers aren’t washing with soap,
they’re using hand sanitizers—the standout segment in the personal cleanser market, with sales rising an impressive 22.22%
to nearly $143 million at mass outlets (
excluding Walmart), according to data from
“U.S. consumers reacted very strongly to
the H1N1 scare, leading to hand sanitizers
being ubiquitously present in consumers’
pockets and purses, in offices and at retail
and restaurant counters,” said Lennard.
Their ever-present stature with consumers could very well be the reason behind the popularity of private label hand
sanitizers. According to SymphonyIRI data,
private label is by far the leader at mass, tallying sales of $73.9 million last year, a gain
of nearly 24%.
Facing stiff competition from these
store brands, marketers are rolling out new
variants that offer more sophisticated fragrance profiles and ingredients that attack
germs and care for the skin.
Take Method, which has added a new
sea mineral fragranced hand sanitizer in a
new bottle shape that complements its
teardrop hand wash bottle. The formulation
has also been tweaked with more natural
moisturizers, according to a company
One of the newest SKUs in the Dial NutriSkin franchise is a Grapeseed Oil and Lemongrass variant.