the beauty in auto care - the car care council · the beauty in auto care women in auto care 2017...
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Copyright 2017. The NPD Group, Inc. All Rights Reserved. This presentation is proprietary and confidential and may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.
Karen Grant Senior Vice President, Global Beauty Industry Analyst
The Beauty in Auto Care
Women in Auto Care 2017 Winter Conference
The NPD Group, Inc. | Proprietary and confidential 2
If the economy had a sex The insight beauty provides for Automotive
The NPD Group, Inc. | Proprietary and confidential 3
If the economy had a sex…
“If the consumer economy had a sex, it would be female.
Women drive 70-80% of all consumer purchasing, through a combination of
their buying power and influence. Influence means that even
when a woman isn’t paying for something herself, she is often the influence or veto vote behind someone else’s purchase”
Source:forbes.com/sites/bridgetbrennan/2015/01/21/ top-10-things-everyone-should-know-about-women-consumers
The NPD Group, Inc. | Proprietary and confidential 4
Beauty and the female shopper
In 2016,
87%
U.S. shoppers
9 out of 10 women shopped for beauty products
Source: The NPD Group/ Makeup In-Depth Consumer Reports 2016, 2014, 2012
The NPD Group, Inc. | Proprietary and confidential 5
The what and The why Review of the 2016 automotive trends and factors impacting results
Consumer Mindset
The NPD Group, Inc. | Proprietary and confidential
Binge Behavior
6
The NPD Group, Inc. | Proprietary and confidential
12ME December 2016 % change vs. prior – Total U.S. Markets (All Channels) -
7
Beauty again leads growth across U.S. industries
Apparel
Small Appliances
Toys
-8%
0% +8% Footwear
Video Games
Consumer Electronics
Food Service
Accessories
Watches
Auto Aftermarket
Home Textiles
Housewares
Office Supplies
0%
*Household Products
*Perishable Grocery
*Dry Grocery
Source: The NPD Group/Retail and Consumer Tracking Service 12ME Dec ’16 *Nielsen Answers, 52 weeks ending Dec 31 ’16
*Health & Beauty Aids
Video Entertainment**
**Note: Video Entertainment reflects 12ME Sep’16
Prestige Beauty
Total Growth: +0.6%
The NPD Group, Inc. | Proprietary and confidential 8
2016: another prestige beauty milestone
Source: The NPD Group/U.S. BeautyTrends®/ Total Measured Market
$16 Billion
$13 Billion
$14 Billion
$15 Billion
$17 Billion Yes! “Another year, another Billion!”
2012 2013 2014 2015 2016
Total Prestige Beauty Sales, 12ME December U.S.
The NPD Group, Inc. | Proprietary and confidential 9
The look of U.S. prestige beauty 2016
In 2016,
83%
Makeup almost doubled annual incremental dollars generated (from $455M in 2013 to $822M in 2016). In 2015, Makeup accounted for 74% of total U.S. prestige beauty gains
U.S. makeup advances
4 out of 5 dollars gained in prestige beauty was from
makeup
Source: The NPD Group/U.S. BeautyTrends®/ Total Measured Market
The NPD Group, Inc. | Proprietary and confidential
$0
$200
$400
$600
$800
$1,000
$1,200
Dec 2013 Dec 2014 Dec 2015 Dec 2016
Fragrance Makeup Skincare
10
December’s makeover
Source: The NPD Group/U.S. BeautyTrends®/ Total Measured Market
S Millions
Women’s Prestige Beauty Dollar Sales Change vs. Prior Year
Almost 90% of U.S. consumers use scented products, including home scent products like candles or air fresheners and/or body fragrance like perfume or body spray
Makeup surpassed $1Billion in December… Capturing 42% of December women’s sales and 98% of incremental gains for the month. Fragrance dropped to 32% share of December.
The NPD Group, Inc. | Proprietary and confidential 11
Feel good Experiences
The NPD Group, Inc. | Proprietary and confidential 12
Apparel Specialty like Old Navy and H&M driving footwear gains
Biggest winner in Apparel Q4:
Sleepwear and Underwear
NPD industries see: shifting choices
Apparel Retail
Direct Mail/Pure Plays biggest Winner in Apparel retail in Q4:
Footwear
48% of dinner meals purchased from a restaurant were eaten at home as take-out. Source: The NPD Group/Annual Report on Eating Patterns in America Source: The NPD Group / Tracking Service -. 2016
Food Service
Dress Slips-Ons/Loafers are finding growth with both
fashion brands… and more traditional comfort brands
The NPD Group, Inc. | Proprietary and confidential 13
I buy beauty because…
Feel Confident 53%
78% Look and Feel My Best
62% Treat for Myself
Today, confidence is a lesser motivator Source: The NPD Group, HOP Survey, January 2017
The NPD Group, Inc. | Proprietary and confidential 14
Women in beauty: 2017 hierarchy of “needs”
“I will not cut…”
Products, Services, and Experiences
on equal levels
Beauty Products
Clothing/Apparel Footwear Dining Out
Beauty Treatments Home Entertainment Vacations Entertainment Out
Jewelry, Watches Personal Electronics Accessories Home Decor Gym/Personal Trainer Video Games
Source: The NPD Group, HOP Survey, January 2017
The NPD Group, Inc. | Proprietary and confidential 15
Trends impacting retail DIY auto parts sales
Miles Driven Gasoline Price New Car Sales
The NPD Group, Inc. | Proprietary and confidential
2,200
2,400
2,600
2,800
3,000
3,200
Jan
-92
Dec
-92
No
v-93
Oct
-94
Sep
-95
Au
g-9
6
Jul-
97
Jun
-98
May
-99
Ap
r-0
0
Mar
-01
Feb
-02
Jan
-03
Dec
-03
No
v-04
Oct
-05
Sep
-06
Au
g-0
7
Jul-
08
Jun
-09
May
-10
Ap
r-1
1
Mar
-12
Feb
-13
Jan
-14
Dec
-14
No
v-15
Oct
-16
Mile
s D
rive
n (
Bill
ion
s)
The most recent published 12 month period showed a growth rate of +3.0%, equating to an increase of almost 100 Billion miles
16
Annual Miles Driven: almost 100 Billion more
Source: U.S. Department of Transportation; Rolling 12 Months
Pre-recession Peak:
November 2007
Annual Miles Driven
The NPD Group, Inc. | Proprietary and confidential
$1.75
$2.25
$2.75
$3.25
$3.75
$4.25
1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52
Pri
ce P
er
Gal
lon
Week
2012
2013
2014
2015
2016
Gasoline prices averaged $0.27 per gallon cheaper in 2016 compared to 2015. Overall, 2016 had the lowest gasoline prices out of the last five years
17
Gasoline Price Trend: 2016 lowest in 5 years
Source: U.S. Energy Information Administration
Gasoline Price Trend
The NPD Group, Inc. | Proprietary and confidential
16.9M 17.0M 16.6M 16.2M
13.2M
10.4M 11.6M
12.8M 14.5M
15.6M 16.5M
17.5M 17.6M
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
The number of new cars sold in 2016 unexpectedly set a record by outperforming 2015
18
New Car Sales Trend – sets new record!
Source: Auto Care Association Industry Indicators Report
New Car Sales Trend – Number of New Cars Sold
The NPD Group, Inc. | Proprietary and confidential
$13.7B $14.0B $14.6B $15.0B
+2.6% +4.0% +2.9%
CY 2013 CY 2014 CY 2015 CY 2016
The NPD Group / Retail Tracking Service
Dollar volume growth rate slowed from +4.0% in 2015 to +2.9% in 2016.
19
Total Industry: $15B, but slower growth rate
Total Industry Dollar Sales Trend
December caused a shift in annual results - from +2.2% (YTD November) to +2.9% for the total year
The NPD Group, Inc. | Proprietary and confidential
1.89B 1.86B 1.89B 1.92B
-1.6% +1.6% +1.8%
CY 2013 CY 2014 CY 2015 CY 2016
The NPD Group / Retail Tracking Service
While dollar growth rate slowed, unit/quart growth rate continues to improve
20
Total Industry Unit/Quart Sales improve
Total Industry Unit/Quart Sales
The NPD Group, Inc. | Proprietary and confidential
$6.75
$7.00
$7.25
$7.50
$7.75
$8.00
$8.25
$8.50
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Ave
rage
Ret
ail P
rice
2013
2014
2015
2016
Source: The NPD Group / Retail Tracking Service
Half of the months in 2016 had retail prices below prior year
21
2016 retail prices: seldom much above 2015
Average Price Trend – All Tracked Categories
The NPD Group, Inc. | Proprietary and confidential 22
Lower price alternatives: good enough
BATTERIES
The unit share of “good” grade batteries grew over four points in 2016 as consumers, incentivized by lower price points, chose to trade down
MOTOR OIL
The number of PCMO promotions grew 14% in 2016 compared to 2015. They grew 36% compared to 2013.
WIPER BLADES
While beam blades continue to steal share from conventional, the premium segment within beam lost four points to standard beam blades – a cheaper alternative for consumers
Additional Factors Influencing Average Price
The NPD Group, Inc. | Proprietary and confidential
2.6%
-1.6%
4.4% 4.0%
1.6% 2.3%
2.9%
1.8% 1.0%
Dollars Units ASP
2014 2015 2016
The acceleration of unit volume growth closely correlates to the lower increase in overall average selling price
23
Industry Performance: pricing helped units
The NPD Group / Retail Tracking Service
Total Industry Performance Trend
The NPD Group, Inc. | Proprietary and confidential
2.9% 1.9% 1.5%
4.4%
1.8%
4.2%
1.2% 0.4% 1.0%
-2.2%
-0.1%
3.9%
Grand Total Accessories &Appearance
Chemicals, Additives &Fluids
Maintenance & Repair
Dollars Units ASP
Accessories and appearance have highest unit growth correlating to biggest average price decline. Although, the maintenance & repair super-category posted an increase in average price, batteries, filters, plugs, and wipers posted a decline in average price.
24
Accessories and Appearance: highest unit lift
The NPD Group / Retail Tracking Service CY 2016 vs. Prior
Super-Category Performance
The NPD Group, Inc. | Proprietary and confidential
6.2%
4.3% 3.8%
6.6%
1.2% 1.6% 2.2%
4.9%
-1.9%
-0.3%
0.3% 1.4%
Batteries Motor Oil PerformanceChemicals
Wipers
2014 2015 2016
The four largest tracked categories have experienced a dramatic slow-down in average retail price increases
25
Lower price increases in biggest categories
The NPD Group / Retail Tracking Service
Average Price % Change – Top Dollar Categories
The NPD Group, Inc. | Proprietary and confidential
2.9%
6.6%
0.7% 3.4%
1.2% 2.9%
4.3% 2.2%
-1.5%
0.9%
4.3% 1.8%
8.7%
1.0% 3.1%
-0.2% 0.0% -0.7%
3.9% 1.4%
3.0%
26.3%
Grand Total Batteries Motor Oil Perf. Chem Wipers Filters Lighting App. Chem. Int. Acc Antifreeze Refrigerants
Dollars Units
Batteries ended the year as the top performing category in spite of a decline in the average selling price due to high increase in unit sales
26
Batteries – top performing category
The NPD Group / Retail Tracking Service CY 2016 vs. Prior
Top 10 Category Performance
The NPD Group, Inc. | Proprietary and confidential
2.9%
7.2%
1.8%
5.8%
1.0% 0.1%
Grand Total Total Private Label
Dollars Units ASP
Private label dollars grew over 2x faster than the market
27
Private label acceleration
The NPD Group / Retail Tracking Service CY 2016
Private Label Performance - % Change vs. YAG
The NPD Group, Inc. | Proprietary and confidential
-1.8% -0.8%
2.0% 2.9%
11.5% 11.4%
Motor Oil Performance Chemicals
2014 2015 2016
Private Label grew over 10% in two of the top categories. It also gained over a share point in each category. Private label share of Motor Oil is now 13.8%; Performance Chemicals 14.7%
28
Private Label gains in top categories
The NPD Group / Retail Tracking Service
Private Label Dollar % Change
The NPD Group, Inc. | Proprietary and confidential 29
Looking to 2017
Looking forward Outlook and forecast for 2017
The NPD Group, Inc. | Proprietary and confidential
-1.0%
-0.5%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
The miles driven growth rate, on a 12 month rolling basis, has slowed in recent months
30
Less growth in miles driven in recent months
Source: U.S. Department of Transportation
2017 Miles Driven Growth Forecast = 1.6%
Miles Driven Annual Growth Rate Trend
The NPD Group, Inc. | Proprietary and confidential
$6.75
$7.00
$7.25
$7.50
$7.75
$8.00
$8.25
$8.50
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Ave
rage
Ret
ail P
rice
CY 2013
CY 2014
CY 2015
CY 2016
CY 2017
Source: The NPD Group / Retail Tracking Service
Calendar year 2017 forecast assumes retail prices will grow/decline similar to how 2016 prices performed
31
2017 forecast: price trends much like 2016
Average Price Trend – All Tracked Categories
The NPD Group, Inc. | Proprietary and confidential
$3
.44
$3
.45
$3
.45
$3
.50
$3
.37
$3
.38
$3
.39
$3
.43
$3
.41
$3
.41
$3
.38
$3
.38
$2
.31
$2
.23
$2
.16
$2
.13
$2
.14
$2
.10
$2
.02
$1
.97
$2
.49
$2
.50
$2
.47
$2
.44
$1.75
$2.25
$2.75
$3.25
$3.75
$4.25
1 2 3 4
Pri
ce P
er G
allo
n
Week
2012 2013 2014 2015 2016 2017
Gasoline prices for the first four weeks of 2017 were 20% higher than the same four week period in 2016
32
Gasoline Prices: starting higher than 2016
Source: U.S. Energy Information Administration
Gasoline Prices: First 4 Weeks of 2017
The NPD Group, Inc. | Proprietary and confidential
2.6%
4.0%
2.9%
-1.9%
CY 2014 CU 2015 CY 2016 Forecast: 2017
The NPD Group / Retail Tracking Service / YTD 10.1.16
The 2017 forecast assumes retail pricing in 2017 moves similar to 2016
33
Retail dollar sales: decline in the forecast
2016 & 2017 Dollar Sales Forecast
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Where do we go from here? Going outside for inspiration…
The NPD Group, Inc. | Proprietary and confidential 35
Headwinds Ahead: 2017 Forecast
Declining retail prices coupled with a slowdown in miles driven growth point to a decline in retail dollar sales in 2017
Bumps on the road ahead…
… but also much new to consider
The NPD Group, Inc. | Proprietary and confidential 36
Core automotive consumer is transforming
Average Annual Miles Driven by Age
The NPD Group, Inc. | Proprietary and confidential 37
The challenge: next Gen car ownership
Percentage of Consumers that Don’t Own a Car
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The difference with the next Gen
Sources: The NPD Group / 2017 Consumer Outlook Survey; Civic Science
The NPD Group, Inc. | Proprietary and confidential 39
More likely switch between DIY and DIFM
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More opportunities in DIY and DIFM
Source: The NPD Group / 2017 Consumer Outlook Survey
Plan to Increase DIY in 2017 Reasons for Increasing DIFM in 2017
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Headwinds Ahead: 2017 Forecast Can automotive gain from looking at outside trends?
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The issue: proliferation of trends
MASS customization
NEED-BASED products
rule BREAKERS & TROUBLEMAKERS
RAVE reviews
consumer as CREATOR
changing PACE
Lifestyle TRENDS Beauty TRENDS
DELIVERY on-demand
immaculate to AUTHENTIC
Which consumer trends will reign around the world in 2017?
Retail rationalization
The NPD Group, Inc. | Proprietary and confidential 43
Distillery: “that one shot of pure whiskey”
“It isn't that hard to get a ton of corn into a gallon of sour mash,
but to get that gallon of sour mash down
to that one shot of pure whiskey…
So much of it is a hewing process... Really, it's that last couple of drops
you're distilling that makes all the difference.“
- Michael Stipes, R.E.M.
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The Consumer Trends: Distilled
The what and The why
The Preferences
The NPD Group, Inc. | Proprietary and confidential
Personal Brand Personal Brand
45
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Puma leapt into the top footwear ranks in 2016 due its continued collaboration with Rihanna.
Footwear Beauty
The person defined brand
Source: NPD Footwear Holiday 2016 Review
The NPD Group, Inc. | Proprietary and confidential 47
Desiring to have “a treat for myself”
76% Buy to “have a treat for myself”… of women age 18+ who shopped for fragrance in the past year
Source: The NPD Group, HOP Survey, January 2017
SheHeMe – Gender Neutral Options
Up +37% to +54%... in fragrance market that grew +1% In 2016
Designer and Artisanal Options
Source: The NPD Group/U.S. BeautyTrends®/ Total Measured Market
The NPD Group, Inc. | Proprietary and confidential 48
Your vehicle defined brand
Luxury Cars Mid-Size Cars
How a Car Defines Your Personality?
SUV
Hatchbacks Muscle Cars Minivans
Coupes Pickup Trucks Sport Cars
Source: globalcarsbrands.com/how-a-car-defines-your-personality
“While many people think of a vehicle as a simple mode of transportation,
others share a lot of things in common with the car
they drive. It doesn’t matter whether you purchase a
Beetle or a red convertible, a pickup truck or a big
minivan, the vehicle you choose automatically states a lot about you as a person.
In fact, your vehicle is a reflection of who you are.”
The NPD Group, Inc. | Proprietary and confidential 49
Healthy-ish Lifestyle
The NPD Group, Inc. | Proprietary and confidential 50
Continued growth in sneakers
greater than +40%
Apparel
Double-digit growth in activewear sectors
Toys
Double-digit growth in outdoor and sports toys
Athletic Footwear
Handbags
Across NPD industries: ‘healthy’ choices
Source: The NPD Group / Tracking Service -. 2016
Fashion/Lifestyle Backpacks best
performing . Double-digit growth
Food
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Automotive opting more ‘conscious living’
Industry disruptors: emergent sharing economy and changing technology
The NPD Group, Inc. | Proprietary and confidential 52
Diffusion of the scent experience
Scentiments Scented Mind: Topline Report, 2016 (consumers age 13+)
$240M
Scented Mind Fragrance Journey
Since 2014, niche segments added over:
Rollerballs Travel Sprays Hair
Home Scents Flankers Soap
Almost 90% of U.S. consumers use scented products, including home scent products like candles or air fresheners and/or body fragrance like perfume or body spray
Almost 90% of U.S. consumers use… scented products, including home scent products like candles or air fresheners and/or body fragrance like perfume or body spray
Source: The NPD Group/U.S. BeautyTrends®/ Total Measured Market
The NPD Group, Inc. | Proprietary and confidential 53
Increase in automotive air freshener buyers
15%
14%
12%
27%
28%
29%
19%
23%
30%
18%
17%
14%
20%
17%
16%
2014
2015
2016
18-24 25-34 35-44 45-54 55+
Product Buyer Category Age Distribution: Automotive Air Fresheners
Over 7 million more air freshener buyers... Growing from 9% (2014) of population to 12% (2016), automotive air fresheners added approximately 7.26 million more buyers. – expanding with 25-44 year olds.
Source: The NPD Group Automotive Market Summary Metrics Projected Product Buyers
U.S. Census Bureau 2013, *Based on U.S. population 18+ ~242MM
51%
59%
46%
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Past Rediscovered
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Classic brands enjoy double to triple digit growth
Sports
Toys
Games and Puzzles for children and adults
post double-digit growth
Pokémon was the top growth
property of the year in toys.
Star Wars retains rank as top property, based on dollar sales.
Past treasures rediscovered across ages
Source: The NPD Group / Tracking Service -. 2016
The NPD Group, Inc. | Proprietary and confidential 56
Past categories come to the fore Eyebrows
Liquid Eyeliner
Lip Color
Legendary categories post growth as high
as +74%
The return of masculine beauty?
The NPD Group, Inc. | Proprietary and confidential 57
Past appeals with Next Gen in auto…
Sources: The NPD Group / 2017 Consumer Outlook Survey; Civic Science
50% (Age 18-34)
More Likely… purchased current vehicle used
10yrs (Age 18-24)
Average Age of cars driven is 10.1 years
The NPD Group, Inc. | Proprietary and confidential 58
Appearance matters more… again
25 30
34 34 36 39 39 40
18-24 25-34 35-44 45-54
2014 2016% of makeup
users
Age of users
Women using 5+ makeup products in a typical day
Source: The NPD Group/ Makeup In-Depth Consumer Reports 2016, 2014
Appearance related beauty categories post highest growth as high as +51%
Source: The NPD Group/U.S. BeautyTrends®/ Total Measured Market
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Automotive online: more likely to opt for appearance/accessories
Source: The NPD Group / 2017 Consumer Outlook Survey
Online Purchase Consideration in 2017
The NPD Group, Inc. | Proprietary and confidential 60
Automotive appearance/accessories increasing buyers, especially among young
23% 25%
29%
2014 2015 2016
Product Buyers of Automotive Super-Category: Appearance/Accessories
Young 50% more likely to buy ... Over-indexing on buying appearance/accessories compared to Total, consumers age 18-24: 150%; 25-34: 139%; 35-44: 130%
Source: The NPD Group Automotive Market Summary Metrics Projected Product Buyers
U.S. Census Bureau 2013, *Based on U.S. population 18+ ~242MM
14.5 Million more buyers of Automotive Appearance/Accessories since 2014
The NPD Group, Inc. | Proprietary and confidential 61
From 2017, watch…
RESTRUCTURE
The NPD Group, Inc. | Proprietary and confidential 62
More opportunity to adapt with emerging
AND
Trends are Accelerating Converging …and Diverging
The NPD Group, Inc. | Proprietary and confidential
One Nation Different Preferences
63
More opportunity in tapping local needs
The NPD Group, Inc. | Proprietary and confidential
Next Gen Influence Other Gen Relevance
64
More opportunity in cross-gen synergies
The NPD Group, Inc. | Proprietary and confidential
Thank you Thank you
65