PARSIPPANY, N.J.—A new report: At-home Skin Care Devices 2011: U.S. Market Analysis and Opportunities, from research and consulting firm Kline & Co., pegged the market for power-operated devices designed for acne elimination, anti-aging treatment and daily cleansing close to $1 billion at the retail level for 2011, with exceptional growth expected for the next five years.
“We knew this market was really taking off, but even we were shocked by its sheer size," said Karen Doskow, industry manager for consumer products at Kline. “Clearly, these devices are finding a very receptive and growing audience of savvy consumers looking to save time and money by avoiding regular trips to the doctor for those in-office procedures that were once commonplace in more robust economic times."
With more consumers staying at home—due to job losses or by virtue of the work-at-home/telecommuting trend—Doskow said the direct sales channel, which includes home shopping networks, infomercials and e-commerce, is the primary means of distribution, with about 60 percent of the total market share.
While sonic cleansing products, led by market leader Clarisonic, top the list as the highest growth segment, acne treatment devices are the fastest growing. Meanwhile, anti-aging devices are expected to grow by a healthy 50 percent in 2011, benefiting from consumers’ demand for products to reduce the appearance of fine lines, wrinkles and age spots. Kline’s recent Professional Skin Care research revealed anti-aging is the number one skin care concern for consumers, with topical product sales in this category constitutes more than 40 percent of the market. “This dynamic provides a perfect opportunity for device and topical product manufacturers to pair their products together to meet consumers’ anti-aging needs," Doskow said.
The report also points to strong opportunities for manufacturers to develop mas- market product options for price-sensitive consumers and to diversify their product lines to appeal to a wide range of age groups, from teens to mature consumers. “It’s incredible how marketers are targeting teens with colorful and easy-to-use products such as Neutrogena’s Wave among other market entrants," Doskow added.