About the Report: This report is based on data from 494 body lotion products across 204 brands listed on Walmart, collected from January 10, 2025, to January 24, 2025. It highlights actionable insights into current consumer preferences, pricing trends, top-selling products, and brand performance in the body lotion category.
Introduction
Did you know that most customers prefer lightweight, fast-absorbing, and non-greasy skincare formulations? Have you noticed the rising demand for multi-functional lotions that offer hydration, anti-aging benefits, sun protection, and skin barrier repair- all in one product?
The global market for Body Lotions was valued at $107.5 billion in 2024 and is projected to reach $190.9 by 2030, growing at a CAGR of 10% from 2024 to 2030.
As consumer preferences evolve, brands are continuously innovating to meet the demand for effective and convenient lotions. From drugstore staples like Vaseline and Aveeno to premium skincare products by Armani, numerous brands are now releasing a wide variety of body lotions.
But who dominates Walmart’s digital shelf with body lotions?
Highlights
- Vaseline has the highest number of non-greasy body lotions on Walmart.
- CeraVe has the most fragrance-free body lotions on Walmart
- Nivea offers the highest number of unisex body lotions on Walmart
- The body lotion category on Walmart has an average rating of 4.51 out of 5M reviews.
Top Body Lotion Categories on Walmart
According to MetricsCart, the generic “Body Lotions” category dominates with 209 products, far more than any other category. The average price of this category is $23, suggesting that it is filled with budget-friendly or mass-market options.
The next category with the most products is cold-weather skincare, with 63 products at an average price of $19. Since this data analysis was conducted in January 2025, brands tend to stock more products to meet the seasonal demand.
This is followed by Dermatologist-Recommended Body Lotions for Dry Skin, with 40 products at an average price of $13. January is peak season for dry skin issues, and customers often look for medical-grade or clinically supported solutions when basic moisturizers aren’t enough. Thus, most brands stock more affordable body lotions for customers with dry skin.
Vaseline and Aveeno Offer the Most Non-Greasy Lotions on Walmart
Consumers are increasingly seeking skincare products that feel light on the skin and don’t leave a greasy or heavy residue. Let’s look into the top brands with non-greasy body lotions on Walmart.
Based on the 77 non-greasy body lotions analyzed by MetricsCart data experts, Vaseline is the top brand with the highest number of products. Vaseline offers eight different non-greasy body lotions on Walmart.
This is followed by Aveeno and CeraVe offering seven products each.
These are dermatologist-trusted brands. CeraVe, in particular, has built its reputation around non-comedogenic, non-greasy formulations. Aveeno positions itself with oat-based, sensitive skin-friendly solutions.
Nivea and Jergens Offer the Most Unisex Body Lotions on Walmart
Unisex products are designed to appeal to a broader audience, transcending traditional gender roles and preferences. It can be used by multiple people in a household, promoting convenience and reducing the need for separate products. Walmart offers a total of 291 unisex body lotions. Let’s take a look at the top brands that have the most unisex products.
NIVEA (18 SKUs) and Jergens (17 SKUs) dominate the unisex segment. These brands are known for universal appeal—neutral scents, everyday hydration, and affordable pricing.
Aveeno and CeraVe (13 SKUs each) lean on dermatologist-trusted, sensitive-skin formulations. Their branding avoids gender cues, making them ideal for unisex use.
These brands avoid floral, musky, or heavily gendered fragrances. Their packaging uses blue, white, and green tones that don’t signal male or female. In addition, these SKUs are often marketed by use cases, like “24h moisture,” “sensitive skin,” rather than gender lifestyle tropes.
CeraVe and Aveeno Offer the Most Fragrance-Free Body Lotions on Walmart
MetricsCart data revealed that Walmart sells 28 fragrance-free body lotions. Let’s examine them in detail.
CeraVe and Aveeno own the fragrance-free body lotion category at Walmart by volume and brand equity.
CeraVe holds the top spot with nine products, making up 27% of all fragrance-free SKUs in the chart. Their core value prop is dermatologist-developed, non-irritating formulas, making fragrance-free a standard feature.
CeraVe’s customer base includes those with eczema, sensitive skin, or allergies- audiences actively seeking unscented options.
Aveeno follows closely with seven products. Like CeraVe, Aveeno is often recommended by dermatologists, especially for babies and eczema-prone users.
READ MORE | Want to Know How CeraVe is Performing on Amazon and Walmart? Check out From Pricing to Reviews: How CeraVe Stands Out on Amazon & Walmart
Average Price Trends of Body Lotions on Walmart in January 2025
The average price of body lotions on Walmart from January 10 to January 24, 2025, was $20.76. Let’s take a look at how the average price varies over this analysis period.
Over the 15 days, the average price of body lotions ranged between $20.33 and $21.28, reflecting modest but meaningful volatility.
- Starting Point: Jan 10 – $21.28
- Lowest Point: Jan 18 – $20.33
- Peak: Jan 10 – $21.28
- Ending Price: Jan 24 – $20.80
The average price dropped from $21.28 to $20.33, a 3.8% decrease. This suggests temporary price reductions or higher volume of lower-priced SKUs being promoted. From the low of $20.33, prices rebounded sharply to $21.10 by Jan 22- a 4% increase in just four days.
The volatility is consistent with seasonal shifts in promotional strategy. Retailers often test pricing elasticity in January to move winter inventory or prepare for spring resets.
Sol de Janerio Ultimate Body Escape is the Most Expensive Body Lotion on Walmart
In the US, the market for premium body lotions is growing, driven by consumers willing to invest in luxury personal care, especially within wellness and self-care segments. Brands like Sol de Janeiro and Giorgio Armani appeal to affluent buyers by associating their products with luxury lifestyle experiences.
The most expensive body lotions at Walmart are Sol de Janeiro’s Ultimate Body Escape, which costs $547, and Giorgio Armani’s Code Body Lotion for Women, priced at $250. These prices reflect a strategic emphasis on luxury, exclusivity, and brand positioning.
Sol de Janeiro has positioned itself as a luxury brand focused on indulgence and sensory experiences. The high price is likely due to exclusive formulations and premium ingredients like cupuaçu butter and açaí oil.
Sol de Janeiro’s strategy is to create a strong emotional connection with customers by offering not just skincare but a luxury experience through both scent and texture.
Armani’s body lotion is an extension of its Code fragrance line, a classic high-end fragrance known for sophistication. The price reflects its status as part of a prestigious fragrance brand.
Both these brands use prestige pricing and cater to consumers seeking premium, indulgent skincare experiences. They are often marketed with rich scents, skin benefits, and high-end packaging.
Jergens Ultra Healing is the Most Affordable Body Lotion on Walmart
Walmart’s most affordable body lotions are Jergens Ultra Healing ($1.50) and Equate Vitamin E Lotion ($2.40), which reflect a value-based pricing strategy that caters to price-sensitive consumers.
Jergens offers one of the lowest price points in the market, making this product an attractive option for cost-conscious consumers. The small size (3oz) ensures it remains highly affordable while still delivering essential skin benefits like hydration and healing for dry skin.
This is followed by Jergens Ultra Healing Hand and Body Lotion – 5.5oz, priced at $1.50. This price is aimed at shoppers looking for value in both hand and body lotions. The smaller size makes it more portable, adding flexibility for customers.
Equate, Walmart’s private label, positions this product as an affordable alternative to name brands. At $2.40 for 10oz, it offers significant value by providing a larger size for a cheap price, targeting economical shoppers.
Cetaphil Moisturizing Hydrating Lotion is the Most Reviewed Body Lotion on Walmart
Body lotions on Walmart have an average rating of 4.51 based on five million reviews. It indicates a generally positive customer satisfaction, but reflects some mixed experiences, possibly due to variations in skin types, product effectiveness, or scent preferences.
Cetaphil Moisturizing Lotion for All Skin Types, Sensitive Skin, 4oz is the most reviewed body lotion on Walmart with 482K reviews. Cetaphil is known for its gentle, non-irritating formulas, making it one of the most trusted brands in the sensitive skin market. It is particularly popular among those with eczema or rosacea.
Users express positive remarks about its gentle and effective hydration. The lotion’s simple, clean formula resonates with consumers who want to avoid harsh chemicals but still need moisture and relief.
This is followed by Cetaphil Moisturizing Lotion for Dry Skin, Fragrance-Free, 16oz, with 482K reviews. This product caters specifically to dry skin and is formulated to provide deeper hydration without added fragrances. The large 16oz size also contributes to its popularity as a value purchase for families or individuals with chronic skin dryness.
The third position goes to Sol de Janeiro Bum body lotion Cream, 8.1oz, with 356K reviews. It contains guaraná extract, which is high in caffeine and marketed as a skin-firming agent.
Unlike the other products, this lotion targets a more luxury-driven market and is often used for self-care routines. Its rich texture and signature scent create an emotional connection with users, who are often more willing to leave reviews.
Conclusion
Walmart’s extensive reach and commitment to enhancing its beauty and personal care offerings have significantly impacted the body lotion market. By collaborating with both mass-market and premium brands, Walmart caters to a diverse customer base, providing options that range from affordable daily moisturizers to high-end specialty creams.
This strategy broadens consumer choice and solidifies Walmart’s position as a key player in the beauty retail sector.
To effectively navigate this competitive landscape, e-commerce sellers can leverage tools like MetricsCart. It offers real-time insights into pricing strategies, product performance, and review analysis across major retailers.
By utilizing such data, brands can optimize their online presence, refine pricing models, and enhance customer engagement, ultimately driving sales and fostering brand loyalty.
Disclaimer: MetricsCart is the exclusive owner of data used in the Digital Shelf Insights reports. Any kind of third-party usage entails due credit to the source material.
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