>>take-home healthcare and toiletries market

The UK healthcare and toiletries market is showing 4.1% value growth. Virtually all British households buy into the healthcare and beauty market, but the average household is now spending £4.50 more on health and beauty compared with a year ago.
The retailers driving this increase are Tesco, Asda and Wilkinsons, all of which are achieving 7% change year-on-year. Boots, the biggest retailer with 24.6% share, has grown by 4.8%.
Within bathroom toiletries, the biggest sector is skincare with a 37% share, increasing by 6.6% since a year ago. New product launches performed well, with brands such as Dove and L’Oréal gaining share.
Male skincare is becoming more imporatnt with 17.9% of British men using a skincare product in 2004 compared with only 10.6% in 1995 [TNS ETCD, six months ending December, 2004].
The deodorant market has very high penetration, so growth is more likely to come from an increase in price or units sold than from new users. Sure, the leading brand, accounts for 17% usage, with 19% of women using it. Dove, Soft and Gentle, and Impulse are the next-biggest brands.
The haircare market has also grown. The two biggest sectors, shampoo and colourants, have grown in value 4% and 6.5% respectively.
Healthcare is up 1.4% year-on-year in value with vitamins, minerals and supplements performing well with a further increase by 5%.
The second-biggest healthcare sector after vitamins minerals and supplements, oral analgesics, is down 2%, slowing the overall growth of healthcare.
The oralcare market has grown 5.3% in value, with mouthwash achieving a record growth of 18%. New product development performs well in dentifrice, resulting in a 2.9% increase for the sector.
Within other toiletries, the razor blades sector has grown by 10.5%, driven by both Gillette and Wilkinson Sword.
Seray Sayinatac, TNS Superpanel
Silja Schiller, TNS ETCD
Produced for The Grocer by TNS Superpanel. For more information call 020 8967 4521