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THE WEEK IN WASHINGTON
U.S.
Sweet-tooth Unsated
Cosmetics Have Ample Market
Toy Buying Year-Round
Marketing ingenuity is a factor in promoting American chomping of candy, cakes and crackers. Candy and confectionary chewables (a category including chewing gum and salted nuts, but not solid chocolate bars) are expected to top 18 pounds per person in 1964.
Overall, manufacturing shipments in this category may hit a new high of $1.5 billion in 1964, up $50 million from estimated 1963 total.
When the solid chocolate category is added in, total would probably near $1.7 million, Commerce sources indicate. Salted nuts are a fast-growth item here.
Cosmetics retail sales in 1964 should hit around $2.5 billion. Business and Defense Services Administration forecast says cosmetics sales are still "far from the saturation point" — an eye-opener of a statement, considering the general furor frequently raised about money spent on beautifiers. Look for more house-to-house sales: they accounted for about 21% of all cosmetics sales in 1962, chiefly by You-Know-Who Calling. There will be more private brands, and more teen-age buying
Industry growth is partly because "the products are considered necessities." The fact will be sharply presented to the House Ways and Means Committee when it begins hearings on excise taxes in June. BSDA cosmetics category covers hair preparations (including shampoos), toothpaste, gargles et al; perfumes and colognes; shaving preparations and milady's cosmetics, creams — and, yes, beautifiers for the family pet.
Toy buying is becoming all-year-round time, and advertisers are acutely aware of it, BSDA says.
Toy manufacturing may reach the $2 billion a year level by 1970, when the 5-14 age group is expected to hit 68 million. Commerce attributes 32% increase in shipments over past 6 years to research "dovetailed with progressive advertising." TV advertising campaigns by toy manufacturers (reportedly budgeting $65 million for 1964) are being planned for year-round coverage.
Commerce found kids' interest holding — and deepening — in electronically operated guerrilla war games, jungle hunts, scale models of guns, trucks, et al. Broadcasters are also aware of the trend, and NAB's recent tightening of toy advertising code bears witness. Commerce says celebrity dolls will continue strong, but prices will come down on the electronic gadgetry.
The clincher: National Housing Center's forum on home modernizing here predicts housewives will do all supermarket shopping by TV by 1982 — maybe sooner!
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