The Nail Care Market in the U.S.: Retail Products and Professional Services

Jun 27, 2012
110 Pages - Pub ID: LA6488979
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The mass nail care market has grown by leaps and bounds since 2009, dwarfing the relatively sleepy growth rates in other cosmetics categories. The explosive growth in mass-market sales of nail care products continued into 2012, as nail care sales grew 26% for the 52 weeks ending April 15, 2012.

The Nail Care Market in the U.S.: Retail Products and Professional Services probes deeply into the trends driving the growth in nail care product sales. These include a nailcentric fashion culture that has transformed women’s nails into fashion accessories, a continuing flood of innovative, fashion-forward nail care products that empower women to imitate nail salon effects in their own home in a cost-effective way and a growing population of women who make frequent use of DIY nail care products. The report also includes a surprising take on how the growing number of women who spend heavily on professional nail care services will help drive the continuing growth in sales of DIY nail care products.

The report begins with topline findings about major trends in the mass nail care market, including key factors affecting the growth of the market and a projection of dollar sales through 2016. The next chapter profiles leading marketers in the nail care category, identifies which marketers gained and lost market share for the 52 weeks ending April 15, 2012 and analyzes the reasons why. The report continues with a detailed examination of the sales performance of leading brands and products within the major segments of the nail care market, including nail polish, artificial nails and accessories, nail accessories/implements and nail treatment products, nail polish removers and nail polish accessories. The next chapter provides an in-depth assessment of the nail care consumer that includes an analysis of the characteristics of frequent users of DIY nail care products and profiles of users of major nail care brands. The report concludes with a chapter analyzing the demographic characteristics and consumer attitudes of women using professional nail care services, with an emphasis on “salonistas,” women who have had two or more manicures in the past six months.

Scope and Methodology

The Nail Care Market in the U.S. defines the mass nail care market on the basis of data generated by SymphonyIRI InfoScan Reviews, which track sales through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target and Kmart but excluding Walmart) with annual sales of $2 million or more. SymphonyIRI InfoScan divides the nail care category into the following major product types or segments: nail polish, nail accessories/implements, nail treatment products, artificial nails and accessories, nail polish removers and nail polish accessories.

There are two principal sources of primary data in this report. The first is SymphonyIRI InfoScan Reviews as described above. The second is the Fall 2011 Simmons Experian National Consumer Study (NCS), which was fielded between October 2010 and November 2011. Experian Simmons conducts telephone and booklet-based surveys of a large and random sample of consumers who in aggregate represent a statistically accurate cross-section of the U.S. population. Each Experian Simmons NCS survey release involves a sample of approximately 25,000 respondents.

The report is also based upon data collected from a wide range of industry sources, including company websites, trade publications, business newspapers and magazines; consumer blogs; and annual reports, 10Ks and other releases from public companies

Chapter 1 Executive Summary
Background
Introduction
Overview of the Report
Scope and Methodology
Scope of the Market
Methodology
Topline Trends
Nail Care Dollar Sales Outpace Other Cosmetics Categories
It’s All About Nail Polish
Nailcentric Fashion Culture Continues to Flourish during Economic Recovery
Never-Ending Flow of New Products Boosts Nail Care Growth
Frequent DIY Nail Care Product Users Propel Market Growth
“Salonistas” Contribute to Growth in DIY Nail Care Products
Many Factors Point to Strong Growth in Nail Care Market
Projected Growth in the Nail Care Market
Leading Nail Care Marketers: Who’s Up and Who’s Down
Coty Beauty Maintains Top Position but Slips Slightly
Mergers and Acquisitions Re-shape Competitive Landscape in Nail Care Category
Major Marketers Consolidate Market Share
Top Marketers Focus on Narrow Range of Products
Nail Care Products and Brands: What’s Hot and What’s Not
Nail Polish Market Dominated by a Few Big Players
L’Oreal USA Shakes Up Nail Polish Marketers
Essie Takes Nail Polish Segment by Storm
Private Labels Important in Nail Accessories/Implements Market
Nail Treatment Segment Sees Significant Movement among Smaller Marketers
Kiss Products Inc. Dominates Artificial Nails and Accessories
Private Labels Increase Share in Nail Polish Remover Segment
Sally Hansen Keeps Pace with Gains by Salon Professional Brand in Nail Polish Accessories Segment
Many Brands Show Dramatic Growth
Winning Products/Brands
The Nail Care Consumer
Young, Single Women More Likely to Be Heavy Users of Nail Care Products
Black and Hispanic Women Do Their Nails More Often
High Income, Well Educated Women Less Likely to Use Nail Care Products on Frequent Basis
Brand Popularity Assessed
Essie and OPI Attract College Educated, High Income Women
L’Oreal and Revlon Appeal to Middle-Income Women
Boomers Lean Toward Max Factor, Gen-Xers Like Maybelline
Younger Women Like N.Y.C. New York Color
Women and Professional Nail Care Services
Manicures and Pedicures Part of Women’s World
Salons Depend on Core of Frequent Users of Manicure and Pedicure Services
Younger Women Most Important Clients for Salon Services
Black Women Anchor Market for Manicure and Pedicure Services
High-Income Women More Likely to Use Salon Services
Market for Professional Manicure and Pedicure Services Thrives in Urban Areas of Northeast
Salonistas Profiled
Salonistas Stay in Shape
Fashion Has High Priority


Chapter 2 Topline Trends
Overview of Market Trends
Nail Care Dollar Sales Outpace Other Cosmetics Categories
Table 2-1: Change in SymphonyIRI-Tracked Dollar Sales of Cosmetics by Category, 2010-2011
Figure 2-1: Percent of Growth in SymphonyIRI-Tracked Dollar Sales by Cosmetics Category, 52 Weeks Ending April 15, 2012 vs. Previous 52 Weeks
Nail Care Products Continue Explosive Sales Growth in 2012
Table 2-2: SymphonyIRI-Tracked Dollar Sales of Nail Care Products by Product Type, 52 Weeks Ending April 15, 2012
Table 2-3: SymphonyIRI-Tracked Dollar Sales of Nail Care Products by Dollar and Volume Growth, 52 Weeks Ending April 15, 2012
It’s All About Nail Polish
Table 2-4: Share of SymphonyIRI-Tracked Dollar Sales of Nail Care Products by Product Type, 52 Weeks Ending April 15, 2011 vs. Previous 52 Weeks
Figure 2-2: Nail Care Product Types as Percent of Total SymphonyIRITracked Dollar Sales of Nail Care Category, 52 Weeks Ending April 15, 2012
Figure 2-3: Percent of Dollar Change in Nail Care Category SymphonyIRITracked Dollar Sales for 52 Weeks Ending April 15, 2012, Nail Polish vs. All Other Product Types
Trends Affecting the Growth of the Market
Nailcentric Fashion Culture Continues to Flourish during Economic Recovery
Table 2-5: Number of Women Using Nail Polish/Nail Care Products in Last 30 Days by Number of Times, 2010 vs. 2011
Never-Ending Flow of New Products Boosts Nail Care Growth
DIY Press-On Manicures Low-Cost Alternative to Minx Nails
DIY Gel Manicures Imitate Expensive Nail Salon Treatments
Textured Nails Create Their Own Niche
Nail Care Marketers Turn to Celebrity Tie-Ins
Frequent DIY Nail Care Product Users Propel Market Growth
Table 2-6: Number of Women Using Nail Polish/Nail Care Products at Home in Last 30 Days by Number of Times, 2010-2011
Salonistas Contribute to Growth in DIY Nail Care Products
Table 2-7: Use of Manicure and Pedicure Services by Women in Last Six Months, 2010 vs.2011
Table 2-8: Number of Times Using Nail Polish/Nail Care Products in Last 30 Days, Women Having Two or More Manicures in Last Six Months vs. Other Women
Table 2-9: Impact of Women Having Two or More Salon Manicures on Increase of DIY Use of Nail Polish/Nail Care Products, 2010 vs. 2011
Demographics Favorable for Nail Care Growth
Table 2-10: Growth in Population of 20- to 44-Year-Old Women by Race and Hispanic Origin, 2010-2020
Size and Growth of the Nail Care Market
Many Factors Point to Continuing Strong Growth in Nail Care Market
Projected Growth in the Nail Care Market
Table 2-11: Projected SymphonyIRI-Tracked Dollar Sales of Nail Care Products, 2011-2016


Chapter 3 Leading Nail Care Marketers: Who’s Up and Who’s Down
Overview
Coty Beauty Maintains Top Position but Slips Slightly
Table 3-1: SymphonyIRI-Tracked Dollar Sales of Nail Care Products by Leading Marketers, 52 Weeks Ending April 15, 2012
Mergers and Acquisitions Re-shape Competitive Landscape in Nail Care Category
Table 3-2: SymphonyIRI-Tracked Dollar Sales of Nail Care Products by Leading Marketers, Changes in Market Share 52 Weeks Ending April 15, 2012 vs. April 15, 2011
Major Marketers Consolidate Market Share
Table 3-3: SymphonyIRI-Tracked Dollar Sales of Nail Care Products by Top 11 Marketers, Changes in Market Share 52 Weeks Ending April 15, 2012 vs. April 15, 2011
Top Marketers Focus on Narrow Range of Products
Table 3-4: Percent of SymphonyIRI-Tracked Dollar Sales of Leading Marketers of Nail Care Products by Product Type, 2012
Profiles of Leading Nail Care Marketers
Coty Beauty
Revlon Inc.
Kiss Products Inc.
L’Oreal USA


Chapter 4 Nail Care Products and Brands: What’s Hot and What’s Not
Nail Care Product Segments
Nail Polish Market Dominated by a Few Big Players
Figure 4-1: Percent Share of SymphonyIRI-Tracked Dollar Sales of Nail Polish for 52 Weeks Ending April 15, 2012, Top Four Marketers vs. All Others
Table 4-1: SymphonyIRI-Tracked Dollar Sales of Nail Polish by Leading Marketers, 52 Weeks Ending April 15, 2012
L’Oreal USA Shakes Up Nail Polish Marketers
Table 4-2: Dollar Share Winners and Losers in SymphonyIRI-Tracked Dollar Sales of Nail Polish by Leading Marketers, 52 Weeks Ending April 15, 2012
Essie Takes Nail Polish Segment by Storm
Table 4-3: SymphonyIRI-Tracked Dollar Sales of Nail Polish by Leading Brands, 52 Weeks Ending April 15, 2012
Private Labels Important in Nail Accessories/Implements Market
Table 4-4: SymphonyIRI-Tracked Dollar Sales of Nail Accessories/Implements by Leading Marketers, 52 Weeks Ending April 15, 2012
Sally Hansen Picks Up Market Share in Nail Accessories/Implements Segment
Table 4-5: SymphonyIRI-Tracked Dollar Sales of Nail Accessories/Implements by Leading Brands, 52 Weeks Ending April 15, 2012
Nail Treatment Segment Sees Significant Movement among Smaller Marketers
Table 4-6: SymphonyIRI-Tracked Dollar Sales of Nail Treatment Products by Leading Marketers, 52 Weeks Ending April 15, 2012
Table 4-7: SymphonyIRI-Tracked Dollar Sales of Nail Treatment Products by Leading Brands, 52 Weeks Ending April 15, 2012
Kiss Products Inc. Dominates Artificial Nails and Accessories
Table 4-8: SymphonyIRI-Tracked Dollar Sales of Artificial Nails and Accessories by Leading Marketers, 52 Weeks Ending April 15, 2012
Table 4-9: SymphonyIRI-Tracked Dollar Sales of Artificial Nails and Accessories by Leading Brands, 52 Weeks Ending April 15, 2012
Private Labels Increase Share in Nail Polish Remover Segment
Table 4-10: SymphonyIRI-Tracked Dollar Sales of Nail Polish Removers by Leading Marketers and Brands, 52 Weeks Ending April 15, 2012
Sally Hansen Keeps Pace with Gains by Salon Professional Brand in Nail Polish Accessories Segment
Table 4-11: SymphonyIRI-Tracked Dollar Sales of Nail Polish Accessories by Leading Marketers and Brands, 52 Weeks Ending April 15, 2012
Nail Care Brand and Product Trends: Winners and Losers
Many Brands Show Dramatic Growth
Table 4-12: SymphonyIRI-Tracked Dollar Sales of Nail Care Products by Leading Brands, 52 Weeks Ending April 15, 2012
Winning and Losing Products and Brands Highlighted
Winning and Losing Nail Polish Products/Brands
Chapter 4 Nail Care Products and Brands: What’s Hot and What's Not [Cont.]
Table 4-13: Selected Nail Polish Products/Brands by Percentage Change in SymphonyIRI-Tracked Dollar Sales, 52 Weeks Ending April 15, 2012 vs. Previous 52 Weeks
Winning and Losing Artificial Nails and Accessories Products/Brands
Table 4-14: Selected Artificial Nails and Accessories Products/Brands by Percentage Change in SymphonyIRI-Tracked Dollar Sales, 52 Weeks Ending April 15, 2012 vs. Previous 52 Weeks
Winning and Losing Nail Accessories/Implements Products/Brands
Table 4-15: Selected Nail Accessories/Implements Products/Brands by Percentage Change in SymphonyIRI-Tracked Dollar Sales, 52 Weeks Ending April 15, 2012 vs. Previous 52 Weeks
Winning and Losing Nail Treatment Products/Brands
Table 4-16: Selected Nail Treatment Products/Brands by Percentage Change in SymphonyIRI-Tracked Dollar Sales, 52 Weeks Ending April 15, 2012 vs. Previous 52 Weeks


Chapter 5 The Nail Care Consumer
Profile of Nail Care Consumers
Young, Single Women More Likely to Be Heavy Users of Nail Care Products
Table 5-1: Women Using Nail Polish and Nail Care Products by Frequency of Use and Age Group and Marital Status
Black and Hispanic Women Do Their Nails More Often
Table 5-2: Women Using Nail Polish and Nail Care Products by Frequency of Use and Race and Hispanic Origin
Nail Care Gets More Attention from Women Living in the Northeast
Table 5-3: Women Using Nail Polish and Nail Care Products by Frequency of Use and Region and Place of Residence
High Income, Well Educated Women Less Likely to Use Nail Care Products on Frequent Basis
Figure 5-1: Percent of Women Using Nail Care Products in Last 30 Days by Frequency of Use and Educational Attainment
Figure 5-2: Percent of Women Using Nail Care Products in Last 30 Days by Frequency of Use and Household Income
Table 5-4: Economic Profile of Women Using Nail Polish and Nail Care Products by Frequency of Use
Overview of Brands Used by Nail Care Consumers
Introduction
Brands on the Upswing
Table 5-5: Nail Polish/Nail Care Product Brands on the Upswing, 2006-2011
Brands Holding Steady
Table 5-6: Nail Polish/Nail Care Product Brands Holding Steady, 2006-2011 . 77
Brands Trending Downward
Table 5-7: Nail Polish/Nail Care Product Brands Trending Downward, 2006-2011
Profile of Nail Care Consumers by Major Brand
Overview
Essie and OPI Attract Women with College Degrees and High Incomes
Table 5-8: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Essie
Table 5-9: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: OPI
L’Oreal and Revlon Attract Middle-Income Women
Table 5-10: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: L’Oreal
Table 5-11: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Revlon
Boomers Lean Toward Max Factor, Gen-Xers Like Maybelline
Table 5-12: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Max Factor
Table 5-13: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Maybelline
Younger Women Like N.Y.C. New York Color and Wet ‘N’ Wild
Table 5-14: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: N.Y.C. New York Color
Table 5-15: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Wet ‘N’ Wild
Many Brands Appeal to Multicultural Women
Table 5-16: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Avon
Table 5-17: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Cover Girl
Table 5-18: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Cutex
Table 5-19: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Nutra Nail
Table 5-20: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Sally Hansen


Chapter 6 Women and Professional Nail Care Services
Overview
Manicures and Pedicures Part of Women’s World
Table 6-1: Number of Consumers Having Manicure or Pedicure in Last Six Months by Gender
Figure 6-1: Percent of Consumers Having Manicure in Last Six Months by Gender
Figure 6-2: Percent of Consumers Having Pedicure in Last Six Months by Gender
Salons Depend on Core of Frequent Users of Manicure and Pedicure Services
Table 6-2: Use of Manicure and Pedicure Services by Women in Last Six Months, 2011
Profile of Women Using Professional Nail Care Services
All Women under 65 Drawn to Manicures and Pedicures
Table 6-3: Use of Manicure and Pedicure Services by Women in Last Six Months by Age Group
Younger Women Most Important Clients for Salon Services
Table 6-4: Use of Manicure and Pedicure Salon Services by Women by Age Group as Percent of Each Service Category
Black Women Anchor Market for Manicure and Pedicure Services
Table 6-5: Use of Manicure and Pedicure Salon Services by Women by Race and Hispanic Origin
Table 6-6: Use of Manicure and Pedicure Salon Services by Women by Race and Hispanic Origin as Percent of Each Service Category
High-Income Women More Likely to Use Salon Services
Figure 6-3: Percent of Women Having Manicure and Pedicure Salon Services in Last Six Months by Household Income, 2011
Table 6-7: Number of Times Women Had Manicure and Pedicure Salon Services in Last Six Months by Household Income, 2011
Women of All Income Levels Remain Important to Salons
Table 6-8: Use of Manicure and Pedicure Salon Services by Women by Age Group as Percent of Each Service Category
Clientele of Salon Services Have Distinctive Profile
Table 6-9: Demographic Profile of Women as Percent of Users of Two or More Manicure and Pedicure Services in Past Six Months
Market for Professional Manicure and Pedicure Services Thrives in Urban Areas of Northeast
Table 6-10: Percent of Women Having Two or More Manicure and/or Pedicure Services in Last Six Months, by Region and Size of Urban Area
Salonistas Profiled
Table 6-11: Women Most Likely to Have Two or More Manicures and/or Pedicures in Last Six Months by Demographic Characteristic
Salonistas Want to Look Young and Thin
Table 6-12: Attitudes toward Dieting and Looking Attractive, Women Having Two or More Manicures and/or Pedicures in Last Six Months
Salonistas Stay in Shape
Table 6-13: Fitness Profile, Salonistas vs. All Women
Fashion Has High Priority
Table 6-14: Attitudes toward Fashion and Buying Clothes, Women Having Two or More Manicures and/or Pedicures in Last Six Months
Shopping Part of Salonista Lifestyle
Table 6-15: Attitudes toward Shopping, Women Having Two or More Manicures and/or Pedicures in Last Six Months
Salonistas Spend on Toiletries
Figure 6-4: Percent Agreeing “I Spend a Lot of Money on Toiletries,” Women Receiving Two or More Manicures or Pedicures in the Last Six Months vs. All Women
At-Home Use of Nail Care Products by Frequent Users of Professional Nail Care Services
Salonistas More Likely to Use Nail Care Products at Home
Table 6-16: Number of Times Using Nail Polish/Nail Care Products in Last 30 Days, Women Having Two or More Manicures in Last Six Months vs. Other
OPI and Essie Far More Popular among Salonistas
Table 6-17: Nail Polish/Nail Care Product Brands Used in Last Six Months, Women Having Two or More Manicures in Last Six Months vs. All Women
Multicultural Salonistas Choose Wider Variety of Nail Care Brands
Table 6-18: Leading Nail Polish/Nail Care Product Brands Used by Women Having Two or More Manicures in Last Six Months, Multicultural vs. Non-Hispanic White

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