Aerosol Insights
David Luttenberger, CPP
Global Packaging Director
Mintel Group Ltd.
© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
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2
Consumers
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Innovation
Trends
We ask 30,000 people for their
opinions each month.
We track consumer spending in
3,000 markets across 34
countries.
We cover 33,000 new product
launches from 62 countries
each month.
We track more than 70
consumer lifestyle trends and
thousands of observations on a
daily basis.
New Aerosol Package Introductions Outpacing General CPG Packaging
Global New Product* Introductions,
By Launch Driver, Jan. 2010 - Sept. 2015
50.00%
New Product
40.00%
New Variety/Range
Extension
30.00%
New Packaging
20.00%
Relaunch
10.00%
New Formulation
0.00%
2010
2011
2012
2013
2014
2015
Global Aerosol Product Introductions,
By Launch Driver, Jan. 2010 - Sept. 2015
60.00%
New Product
50.00%
Packaging Analyst POV
The growth of packaging as
a launch driver signals a
recognition of the growth of
the role “functional”
packaging can bring to
brand; to help create nextlevel engagements with
shoppers and consumers.
New Variety/Range Extension
40.00%
New Packaging
30.00%
Relaunch*
20.00%
New Formulation
10.00%
0.00%
2010
3
2011
2012
2013
2014
2015
Source: Mintel GNPD *Food, Drink, BPC, HH, Household, Pet care
*Relaunch base was 17 products
Latin America Leads Introduction Growth By Region
Aerosol Product Introductions
Growth By Region
60.00%
Europe
50.00%
Asia Pacific
40.00%
Latin America
30.00%
North America
20.00%
Middle East &
Africa
10.00%
0.00%
2010
4
2011
2012
2013
2014
2015
Source: Mintel GNPD *MEA’s growth from a statistically small base
Packaging
Analyst POV
In emerging or
“under-served” markets,
brands are using
functional packaging
attributes as brand
messaging platforms.
Skin Care A Global Growth Leader
Aerosol Product Introductions
By Top 10 End-use Categories
40.00%
35.00%
Deodorants
30.00%
Hair Products
Air Care
25.00%
Skincare
Shaving & Depilatories
20.00%
Fragrances
Hard Surface Care
15.00%
Pest Control
Healthcare
10.00%
Colour Cosmetics
5.00%
0.00%
2010
5
2011
Source: Mintel GNPD
2012
2013
2014
2015
Packaging
Analyst POV
While deodorants
dominate by product
type for aerosols, skin
care product growth
between Jan. 2010 –
Dec. 2014 reached
170% and has
outpaced that growth
through Sept. 2015.
North America
Top 10 Companies Introducing
Aerosol Products
Procter & Gamble
61
50 49
SC Johnson
272
Unilever
73
Limited Brands
85
L'Oréal
213
157
Reckitt Benckiser
Energizer Holdings
Bayer
192
194
Henkel
Walgreen
Top Categories
• Hair care
• Air care
• Skin care
Top 3 On-pack Claims
• Botanical/Herbal
33%
• Eco-friendly Product 32%
• Time/Speed
27%
6
Source: Mintel GNPD
Latin America
Top 10 Companies
Introducing Aerosol Products
Unilever
SC Johnson
Beiersdorf
72
Procter & Gamble
66
78
470
79
Coty
Reckitt Benckiser
125
Colgate-Palmolive
145
216
180
181
Botica Comercial
Farmacêutica
L'Oréal
Avon
Top Categories
• Deodorant
• Air care
• Hair care
Top 3 On-pack Claims
• Eco-friendly Product 66%
• Long-lasting
41%
• Male-oriented
35%
7
Source: Mintel GNPD
Europe
Top 10 Companies Introducing
Aerosol Products
152
238
Unilever
176
Procter & Gamble
1,030
L'Oréal
303
Henkel
387
Beiersdorf
783
542
Coty
SC Johnson
Reckitt Benckiser
659
721
DM Drogerie Markt
Oriflame
Top Categories
• Deodorant
• Hair care
• Air care
Top 3 On-pack Claims
• Long-lasting
• Dermatologically tested
• Male
8
Source: Mintel GNPD
38%
27%
23%
APAC
Top Companies Introducing
Aerosol Products
79
Unilever
77
SC Johnson
81
478
121
Procter & Gamble
Coty
Beiersdorf
152
Reckitt Benckiser
L'Oréal
207
174
180
Mandom
195
Top Categories
• Deodorant
• Air care
• Skin care
Top 3 On-pack Claims
• Eco-friendly Product 32%
• Long-lasting
32%
• Male-oriented
29%
9
Raymond Group
Source: Mintel GNPD
S.T. Corporation
Middle East/Africa
Top 10 Companies Introducing
Aerosol Products
Unilever
SC Johnson
33
32
Beiersdorf
39
166
Reckitt Benckiser
53
Procter & Gamble
Coty
57
85
L'Oréal
Revlon
65
76
80
Lenthéric
Dis-Chem
Top Categories
• Deodorant
• Air care
• Fragrance
Top 3 On-pack Claims
• Eco-friendly Product
• Long-lasting
• Male-oriented
10
Source: Mintel GNPS
43%
34%
31%
Masculine Is the
New Millennial
46% of gender targeted launches in
2013 were aimed at men.
Beauty and personal care products
are among those men are increasing
seeking out in a bid to look better,
feel better about themselves,
and gain confidence.
On-pack Male-oriented
Messaging/Graphics
• 21st most popular globally
• 36th most popular in the US
6th most popular in India
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Be Clear. Be Quick. Be Honest. Don’t Stereotype.
Looking forward, brands that can appeal to men’s
desire for simplicity, while still offering functional,
gender-relevant benefits, should stand to gain
traction, no matter the package format.
Paula’s Choice
What It Does
• Gives a close, smooth shave
• Protects skin from razor burn
• Rich cream rinses easily
12
Old Spice
Fresh Lime
What It Does
Shifting Gears
13
Creating Emotional, Practical, Rational Connections With Consumers
“Our package works
for us because
___________.”
14
Creating Emotional, Practical, Rational Connections With Consumers
“Our package
makes consumers’
lives ___________.”
15
Can’t Get No [Spraying] Satisfaction
Ease of Spraying/Pumping
80.00%
70.00%
60.00%
Importance
50.00%
Satisfaction
40.00%
30.00%
20.00%
10.00%
0.00%
Beauty Care
16
Personal care
Source: WestRock/MWV 2015 Packaging Matters
Fragrance
Household
The Transition from Disruption To Solutions
The Packaging Satisfaction Index helps identify the gap between how
consumers view packaging’s “Importance” and “Performance”
80
70
Importance
60
Performance/
satisfaction
50
40
30
20
10
0
17
Source: MWV Packaging Matters. Feb. 2013
Note: 3,000 US consumers. Based on 17 attributes asked of all categories
Aerosol
White Space
• Opportunities
• Challenges
• Questions
18
Source: Mintel BPC Packaging Inspirations
PET Challenging Aluminum?
Aerosol Product Introductions,
Globally, By Pack Material
70.00%
60.00%
50.00%
40.00%
2010
2011
30.00%
20.00%
2012
2013
2014
10.00%
0.00%
In June 2015, Nordica was
the first to use “SprayPET”
from APPE
19
Source: Mintel GNPD
2015
Function Vs. Form
Colgate Ecuador
20
Source: Mintel GNPD
Method Home
Form, Function and Engagement
Unilever’s “compressed”
product and can technology
21
Source: Mintel GNPD
Airless Challengers
• Airless dispensing
• Plastic container
• Bag-in-bottle
construction
• Claims 100%
evacuation
22
Source: APP http://www.lumson.com/en/airless-system/tag-system
Airless Challengers:
Bridging The Gap Between Triggers and Aerosols
• Represents a hybrid between
triggers sprayers and aerosol
• Bag-in-bottle construction
• Non-pressurized
• Propellant-free/airless
• Prolonged mist-like spray
• Re-usable container
• 99% product evacuation
23
Source: AFA Dispensing Group
Same Thing Only…Creepier?
PHD Skincares’ “Never Miss A
Spot” wand for spray lotions
24
Source: Mintel GNPD
Temis’ directional sore through
spray applicator
Spray Solutions
The MiiSTS line of OTC ultra
slim health/hygiene products is a
pioneer in ultra-slim packaging.
It features flat valve technology
embedded in an injection
moulded, ultrasonically welded
two-piece container.
This pack could be a
technology transfer candidate
into the food, drinks, pet care or
household products category.
25
Source: Miists.com
Key Takeaways and Points of View
16
14
12
10
8
6
4
2
0
Importance
Satisfaction
Identify and work to fill the
gap between packaging
importance and satisfaction.
26
Key Takeaways and Points of View
It’s OK not to look like every
other package in the category.
It’s not OK not to look like any
other package in the category.
27
Key Takeaways and Points of View
Think about how packaging
can become the value-driver
and brand-messaging platform.
28
Key Takeaways and Points of View
Our package
makes consumers’ lives
___________.
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Thank you. Let’s stay in touch.
David Luttenberger, CPP
Global Packaging Director
Tel: 856-292-8292
Email: dluttenberger@mintel.com
Twitter: @packaginggeek
© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
mintel.com