The data reveals that out of the 76.6 per cent of Australian women who buy face care products (moisturiser and/or cleanser), 13.2 per cent of those opt for the German owned label.
Similarly, the brand proves to be the most popular in the hand and/or body lotion category, with 11.3 per cent of the 68.3 per cent of purchasers favouring the brand.
“Women’s skincare is a crowded market, with a seemingly endless range of brands and products to choose from. So it’s not really surprising that many women, once they settle on a brand they like, stick to it when buying face care and hand/body lotion,” said Andrew Price, GM-consumer products, Roy Morgan Research.
“Nivea is clearly well aware of this, out-selling both its face-care and hand/body rivals.”
In the face care category, Nivea’s closest competitor is Olay, at 12.1 per cent. Neutrogena is a distant third at 5.7 per cent; followed by Dove, at 5.1 per cent; and L’Oréal, at 4.9 per cent.
It’s a similar scenario with hand/body lotion; Nivea has a comfortable lead over the second-most popular brand in the category, Vaseline Intensive Care (9.1 per cent). Despite being the third and fourth best-selling hand/body lotion brands, Avon and Aveeno (4.6 per cent respectively) pose more of a threat to each other than they do to the top two brands.
The findings show that while some brands only offer products in one or other of the two categories, those that span both tend to benefit from an elevated proportion of their customers purchasing both their face care and hand/body lotion.