Facial cleansers drive growth across food, drug

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Facial cleansers drive growth across food, drug

04/17/2017

The skin care/facial category saw a 2% growth in sales for the last 12 months compared with the previous year, driven by the cleansers segment, which was up 9% in the food and drug channels. Moisturizers saw 7% and 9% growth in drug and food, respectively. The anti-aging segment decreased 2% in drug and 4% in food sales year over year (Figure 1).



In the anti-aging segment, Neutrogena saw the highest percentage of sales on promotion, and was the only leading manufacturer to see growth in total sales year-over-year in this segment (up 5%). Of the leading manufacturers in cleansers, growth was driven by Kao Brands, which saw an impressive growth of 52%, despite seeing the lowest percent of sales on promotion (28%) (Figure 2).



Margins for Olay consistently were the lowest in mass, food and drug channels, with 24% in the mass channel and 34% in the drug channel. Bioré saw the highest margins in the mass and food channels, while Clean & Clear saw the highest margins in the drug channel (Figure 3). Also, P&G’s Olay saw list price increases on several SKUs in March, averaging 9%.



Neutrogena dominated the number of feature ads across all channels. Despite driving growth in this segment, Bioré has seen the lowest activity in feature ads in all three channels (Figure 4).


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