Merchandising Features / Categories / Cosmetics / Personal Care
Merchandising Report - Personal Care

Getting Personal With Your Care

August 28, 2012
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Each month, PLBuyer brings you a different Merchandising Report, which will give you a snapshot of private label ads and key facts for a particular category or product segment. This issue looks at what is happening in personal care products. See the various personal care products that CVS, Jewel-Osco, Kmart and Rite-Aid were featuring in their ad circulars during May and June. Also, scan some key facts on the personal care category. These monthly reports are compiled with data supplied by Chicago-based research firm Market Track, and Mintel International Group, Ltd. 


Featured Personal Care Products

sale ad cvs
CVS was featuring its CVS hair care, body wash, bar soap, liquid hand soap, facial towelettes and all acne care at a buy one, get one 50 percent off discount in late May.

sale ad jewel osco
Jewel-Osco was featuring its Equaline facial cleansing towelettes for $2.99 for a 30-count package in early June.

sale ad kmart essentials
Kmart was featuring its Image Essentials haircare, skincare, nailcare, body wash and beauty  tools at a buy one, get one 50 percent off discount in early June.

sale ad rite aid
Rite-Aid was featuring its Rite Aid Renewal and RX All Sun Care at a buy one, get the second free discount with its Rite-Aid Wellness+ card in late May.

Personal Care Facts

U.S. MARKET SIZE: $6.5 billion for shampoo, conditioner, and other hair products in 2011; $4.4 billion for soap, bath, and shower products in 2011.
GROWTH PROSPECTS: After a flat five-year stretch, sales of shampoo, conditioner, and other hair products are expected to grow less than 2 percent a year through 2015. In soap, bath, and shower products, growth is expected to hover around 2 percent annually through 2016.
WHERE IT SELLS: Sales of shampoo, conditioner, and other hair products grew in supermarkets and drugstores from 2009-11, but other retailers remain the largest channel for sales. In soap, bath, and shower products, mass merchandisers account for the largest sales, followed distantly by supermarkets, and then a larger drop off to drugstores.

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