CPG Bites: Post-Shower Rituals Support Body Moisturizer Sales

A product insulated from seasonality

Published on February 3, 2021

 

To help brands better understand the purchase factors when consumers buy body moisturizer, we asked our 8,000+ daily panel across multiple factors and here’s what we found out. 

When it comes to frequency of usage, body lotion is truly an evergreen product in many Canadian households. Caddle’s daily panel says that body moisturizer is a staple skincare item they keep stocked up all year around. In fact, over 70% of Canadian consumers use body moisturizer on a weekly basis. What’s more, 40% of consumers use body moisturizer every, single, day! 

According to Statista.com, hand and body moisturizers ranked in second place with sales of around $282 CAD million dollars.

When is body moisturizer most used? 

Caddle found out that it’s less about the specific brand of body moisturizer, but more about the occasion in which consumers use body moisturizer. 

As it turns out, body moisturizer is used most often right after the shower, leading as the No.1 occasion, more than 2x greater than the next best occasion – when skin feels dry. 

Q: When do you use body moisturizer?

As a result, because body moisturizer is a product based on occasion rather than need-state, it is a product with strong insulation to seasonality and trends. This resilient personal care item is a product retailers can count on to continue to fly off the shelves. 

What else goes into the consumer decision-making process in the personal care aisle for lotion? What attributes are consumers considering? 

When it comes to decision factors, 48% of consumers consider effectiveness to be the most important, followed by price at 16%, and brand at 9%. As it turns out, 2 in 3 consumers spend less than $10 on moisturizer purchases on a monthly basis. While this personal care category only receives a small share of consumer wallets, that’s not to say this is a small product category, just a price sensitive one. What’s more, over 50% have more than 3 different brands currently in their household. This suggests the brand may very well be an afterthought when it comes to deciding which body moisturizer to purchase. Instead, consumers are making their purchase decisions based on effectiveness of the product. 

KEY TAKEAWAYS:
  • Body moisturizer is a product everyone uses throughout the year, no matter the season or hottest beauty trend
  • Consumers are not brand loyal when it comes to body lotion
  • Effectiveness is the No.1 factor consumers consider when deciding which body moisturizer to buy in the personal care aisle

See how things have changed from one year ago.

*Disclaimer: all data presented is owned by CaddleⓇ and has a Margin of Error of 1% or lower. 

 

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