Body care segment developing with improving hygiene culture

Body care products include those intended for daily hygiene and those intended to improve the condition of our skin. In both categories, manufacturers are trying to get consumers to use increasingly specialised and expensive products with greater frequency. Segmentation based on skin type is now history. Specialised products exist for all purposes and for the different times of the day. Age group is also a criteria for segmentation and may anti-ageing products exist. According to Tibor Veress, Category Operation manager of Unilever, taking a shower is the most popular bathing method today. This is also reflected in the unbroken growth recorded in sales of shower gels and the decline in the sales of soap. The percentage of consumers taking two showers a day is also increasing (35 percent among women). Shower gels are the most frequently used products (55 per cent among men, 78 per cent among women). 12 percent of men still only use water for personal hygiene. Sales of private labels show expansion, especially in family size segments, but remain under 10 per cent, compared to the total market. The male segment is producing faster than average growth. Brands are strong in the shower gel segment and shopping decisions are strongly influenced by promotions and innovations. In the opinion of Anikó Radosiczky, senior brand manager of Sarantis, competition is very intense in the shower gel segment. Summer and Christmas are the peak seasons for sales. Their STR8 POWER PRO products hydrate and clean the skin at the same time and have a vitalising effect on the body. It is important to take into consideration local customer preferences is compiling assortments for stores. Highly advertised brands like those of Unilever sell at the fastest rate. Baba and Axe are market leaders in the family and male segments, while Dove is in second place in the female segment. Innovations are of essential importance in the shower gel segment. Baba has entered this segment this year with one of the best price/value ratios. The Dove Go Fresh product line intended for young people appeared in the spring. Their Pro.Age shower gels launched in January has become a great success. t Apart form Dark Temptation, conditioning shower gels have also been introduced by Axe in 2008. According to research conducted by Unilever, most consumers believe their skin belongs to the “normal” type. Dry skin and sweating are the most frequently occurring problems, but 47 per cent of consumers do not see any problems with their skin. Women are far more critical about their skin than men, with dry skin, wrinkles and cellulite among the most frequent problems. While most women use some kind of a conditioning product at lest once a week, this percentage is only 20 among men. Body lotions and milks account for three-quarters of the body care market. Speed of absorption and hydration are the primary considerations in choosing a body care product. These are almost always purchased by women, even for men. Brands play a dominant role in shopping decisions. Consumers often get confused when products are arranged on shelves according to their function. Demand for creams intended for use on dry skin is higher in the winter, whereas changing trends like tanning or firming dominate the summer. In 2008, trendy segments are showing decline, and reliable quality at reasonable price has become the priority for consumers. 82 percent of women and 71 percent of men use deodorants. The market is still growing, as a result of increasingly frequent use. Advertising campaigns by Axe and Rexona have done a lot to boost the popularity of this category. Aerosols are the biggest segment, followed by sticks and roll-on products. Consumers prefer already known brands and forms of application. Fragrance is always an important consideration and private labels only play a marginal role. As expensive technology is needed for manufacturing deodorants, the market is dominated by well established brands. Anti-perspiration effect, natural ingredients and no-staining are the most important considerations in choosing a product. After shaves are an important segment among men’s products. Christmas is the peak season, when intensive promotional activity is pursued by brands. Increase in sales is driven by balsams and gels. Sales are highly concentrated in the hyper market and drugstore channels.