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Long winter, therapeutic care fuel sales


New packaging formats, consumer interest in therapeutic body care and a long, cold 2013-2014 winter in much of the United States helped fuel sales in the body-, hand- and foot-care category — a category that, according to research firm Mintel, experienced virtually no sales growth between 2009 and 2011.

(Click here to view the full Category Review.)

“The economic recession combined with the price-driven and mature nature of the category led to years of sluggish growth in the body-, hand- and foot-care category,” Mintel stated in its most recent “Body, Hand and Foot care — U.S.” research report. “However, sales have picked up recently, gaining 9% between 2012 and 2014.”

Looking ahead, growth is expected to continue, albeit at a slower pace, rising roughly 2% on a yearly basis through 2019.

“Variability in weather conditions leads to some level of unpredictability in assessing future category growth. However, the emergence of new packaging formats that focus on quick applications, a consumer shift toward therapeutic skin care and the addition of cosmetic benefits could all promote more regular usage, helping to curb some of the sales variability,” Mintel said.

According to data provided by IRI, a Chicago-based market research firm, sales of hand and body lotion at U.S. multi-outlets increased nearly 4% for the 52 weeks ended Nov. 2.

As noted by Mintel, new packaging formats have helped fuel sales. Among the most notable is Unilever’s Vaseline Spray & Go Moisturizer, which is a continuous 360-degree, fast-absorbing spray that launched in 2013. According to IRI data, it generated roughly $24 million in sales during the same 52-week period at U.S. multi-outlets.

Beginning in January, Beiersdorf’s Nivea is striving to transform body care with a new innovation — In-Shower Body Lotion.

Also new to the scene is Canada’s Skinfix. Skinfix recently debuted its dry skin and eczema solutions exclusively at all Target stores in the United States and online at Skinfix entered the United States with three formulas — Skinfix Body Repair Balm, Hand Repair Cream and Daily Lotion — offering customers an alternative to prescriptions or OTC steroids for the treatment of eczema and dry irritated, skin.


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