Skincare is at the top of the list!

This article is available for reading in Trade magazin 2023/5

Karsai Mariann
brand manager
Henkel Magyarország

Mariann Karsai, brand manager of Henkel Magyarország Kft.:

“NielsenIQ data reveal that in comparison with 2021, value sales elevated by 18.3% in the body care category last year, with shower gel sales growing by 14.8%, but in volume sales were down 0.5% and shower gel volume sales also decreased, by 2.5%”.

In the shower gel segment 400ml and bigger products have been making a conquest; this trend may also have to do with the lower volume sales, as fewer bottles of shower gel are sold even if use doesn’t change in terms of quantity. Drugstores are the main places for buying, as this channel was responsible for 47.8% of shower gel sales in 2022.

Sustainability in the spotlight

In the body care category, Henkel has the strongest presence in the shower gel and deodorant segments, but the company is also present in the body lotion and body balm segments. Henkel’s iconic Fa range offers a shower gel fragrance to basically everyone, while the shower gels of the Barnängen brand guarantee extra care, with products such as Oil Intense with its special Swedish wild rose oil and 7% Cold Cream. The product contains 90% natural ingredients, it is dermatologically tested and vegan. Henkel does a lot for sustainability, for instance the bottles of Nature Box hair and body care products are made from 100% Social Plastic. Plus the products are 98% natural and have the Ecocert Cosmos Natural certification.

A long-standing trend of shifting towards larger 400 ml and 400 ml+ pack sizes can be seen in the shower gel category for ages

Fragrance and formula

New fragrances attract consumers, as many of them opt to use several different shower gels, depending on the occasion or their mood. Shoppers like to choose products that suit their skin type – this is true for both body care and facial care products. They check the product components, fragrance matters to them too, and of course the formula is also an important buying decision factor. There is brand loyalty in the category, but impulse buying is characteristic as well, as consumers are happy to try new innovations.

Lighter variants for the summer, thicker texture for the winter

Viktória Szabó, senior marketing manager of the Skinhealth brand at Johnson & Johnson:

Viktória Szabó
senior brand & shopper activation manager
Johnson & Johnson

“Sales are still better in the autumn-winter period, but the warmer months are also doing nicely. In the summer lighter, quickly absorbing body lotions are popular, while in the winter consumers prefer a thicker, more concentrated formula”.

2023 is an exciting year for Johnson & Johnson, as they are entering the shower gel category with the French market leader brand, Le Petit Marseillais. These products have minimum 92% natural ingredients, and the formula is minimum 90% biodegradable, pH neutral and free from artificial colours.

Bigger role for sunscreens

Sunscreen sales have surged recently, owing to the stronger UV radiation: value sales were up 50-55% and volume sales jumped 40-45%. Every retail channel is increasing its sunscreen selection, but drugstores have the biggest weight in sales.

Problem solving trends in the facial care category can be captured also in the shower gel segment

Kimberli Habon, brand manager of Alveola Kft.:

Kimberli Habon
brand manager
Alveola

“Consumers like to choose products which offer further benefits besides the right sun protection factor (SPF), such as natural ingredients or sustainability. Sunscreens marketed in recyclable or recycled packaging are increasingly popular. Demand is also on the rise for products with an SPF of 50 or bigger”.

Growing product selection

In addition to skin protection products – Original Aloe Vera gels, sprays and creams – in 2022 Alveola Kft. added SPF 30 sunscreen products and an after-sun lotion to its portfolio. These were so successful that this year the company is entering the market with an SPF 50 sunscreen. Original Aloe Vera products are free from paraben and colours, and they are made with natural ingredients, so even those consumers can use them who have sensitive skin. They are optimal not only for summer use, because they can perfectly regenerate the skin in any part of the year, fitting into the daily skincare routine very well.

For the summer lighter variants of body lotions and for the winter, body lotions with thicker texture are popular

Products that shoppers put their trust in

Sunscreens are typically seasonal products, but the season is getting longer as there is strong UV radiation already in the spring, and autumn tends to be rather sunny too.

Réka Kelen
head of sales and marketing
Dr.Kelen

Réka Kelen, head of sales and marketing at Dr.Kelen:

“Shoppers are a little less price-sensitive in this category, as these are products they need to put their trust in. There is a lot at stake if the sunscreen doesn’t work, so consumers prefer the brands they know”.

Dr.Kelen SUN sunscreens have proved their reliability since 1992. This year the brand will launch two new innovations, F50 family sunscreen and F30 Protect sunscreen.

A large-scale price reduction may strongly influence shopping decisions

Katalin István
marketing manager
Herbow International

Herbow International Zrt. developed Souldrops Healthdrop, a skin-friendly, premium liquid soap during the COVID pandemic.

Marketing director Katalin István:

“Souldrops liquid soap contains plant-based ingredients with antibacterial effect, killing viruses, fungi and bacteria. The product is naturally degradable, vegan and free-from animal testing. It is available in pleasant green apple and mint and tea fragrances, in 100% recycled plastic bottle packaging”. //