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2.3%
2.0%
1.4%
1.2%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Nivea Vaseline Dove CeraVe
Aveeno Eucerin Olay Johnson's
Source: Euromonitor, J.P. Morgan
For the U.S. alone, the NielsenIQ data for both body lotion and body wash categories, as
part of the analysis for body care in the U.S., show that KVUE􀋖s value share in the body
lotion category has 􀋘improved􀋙 YTD in comparison, while that of body wash has
deteriorated YTD, albeit both categories are losing value share. More specifically,
KVUE lost -87 bps of value share in the four-week period ending 5/6/23 in the body
lotion category, where L􀋖Oreal gained +63 bps during this period) and is an
􀋘improvement􀋙 from losing -224 bps as of PYE, but performance is worse from a year
ago when KVUE slightly lost -9 bps of value share in the four-week period ending
5/7/22. For body wash, in the four-week period ending 5/6/23, the data suggests KVUE
lost -32 bps of value share, while OW-rated PG gained +189 bps during the same
period, and compares to KVUE gaining +38 bps as of PYE. For volume share, KVUE
lost -57 bps in the four-week period ending 5/6/23 in the body lotion category, while
private label gained +81 bps during this period and is an 􀋘improvement􀋙 from KVUE
losing -138 bps as of the four-week period ending 12/31/22. KVUE lost -50 bps of
volume share in the four-week period ending 5/6/23, while OW-rated Procter & Gamble
gained +225 bps of volume share in body wash during the same period, and compares to
KVUE gaining +56 bps in the four-week period ending 12/31/22. Below we show how
both value and volume share performed for the 4, 13, and 52 weeks ending 5/6/23 for
KVUE and some of its competitors for both body lotion and body wash categories.
This document is being provided for the exclusive use of DAVID WANG at MARLOWE PARTNERS LP.
74
Andrea Teixeira, CFA AC
(1-212) 622-6735
andrea.f.teixeira@jpmorgan.com
North America Equity Research
29 May 2023 J P M O R G A N
Figure 118: Body Lotion - Value Share
For Periods Ending 5/06/23, YOY (bps)
(87)
(74)
63
(18)
(63)
31
(87)
(49)
74
(41)
(70)
30
(100)
44
55
(2)
(54)
5
(120)
(100)
(80)
(60)
(40)
(20)
-
20
40
60
80
100
KENVUE BEIERSDORF AG L'OREAL SA SANOFI UNILEVER
GROUP
PRIVATE LABEL
4W 13W 52W
Source: NielsenIQ, J.P. Morgan
Figure 119: Body Lotion - Volume Share
For Periods Ending 5/06/23, YOY (bps)
(57)
(24)
23
(11)
(137)
81
(32) (26)
25
(56)
(158)
98
(20)
74
17
(36)
(141)
1
(200)
(150)