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Body, Hand and Footcare - UK - June 2014

“Despite older people being the most likely to agree that moisturising the body is important, actual usage of body care products is low amongst the over-55s. The low usage of anti-ageing products amongst this group suggests that ageing skin has other needs which are currently under-represented in new product development. When it comes to feet, specific concerns drive usage of foot care products, however regular usage of foot care products is typically limited, indicating a low general awareness of the importance of taking care of feet on a regular basis.”
– Roshida Khanom, Senior Personal Care Analyst

This report looks into the following issues:

Increasing the low engagement of older consumers in the body care category
Raising the importance of regular foot care to drive usage
Men showing interest and usage but could do with some help

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Table of contents

  1. Introduction

      • Definitions
        • Excluded
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Best- and worst-case forecast of UK value sales of body, hand and foot care, 2009-19
                • Market factors
                  • Companies, brands and innovation
                    • Figure 2: New product development in the body, hand and foot care category, by segment, January 2009-April 2014
                  • The consumer
                    • Figure 3: Product usage, March 2014
                    • Figure 4: Factors influencing purchase of body, hand and/or foot products, March 2014
                  • What we think
                  • Issues and Insights

                      • Increasing the low engagement of older consumers in the body care category
                        • The facts
                          • The implications
                            • Raising the importance of regular foot care to drive usage
                              • The facts
                                • The implications
                                  • Men show interest and usage but could do with some help
                                    • The facts
                                      • The implications
                                      • Trend Application

                                          • Trend: Many Me’s
                                            • Trend: Transumers
                                              • Trend: East Meets West
                                              • Market Drivers

                                                • Key points
                                                  • Beauty from within?
                                                    • Figure 5: Examples of beauty enhancing drinks launched in 2014 outside the UK
                                                  • Sun protection being taken more seriously
                                                    • Figure 6: Users of suncare products in the past 12 months, 2012 and 2013
                                                  • Demographic shift
                                                    • Figure 7: Trends in the age structure of the UK population, 2008-18
                                                  • Decline in unemployment
                                                    • Figure 8: Employment and unemployment, by gender, 2008-18
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Decline in new launches in 2013
                                                      • Figure 9: New product development in the body, hand and foot care category, by segment, January 2009-April 2014
                                                    • Body care
                                                      • Fragmented market
                                                        • Figure 10: Body care, new launches by top ultimate companies, 2013
                                                        • Figure 11: Examples of new launches in body care, 2013
                                                      • Moisturising/hydrating and botanical claims remain important
                                                        • Figure 12: Body care, new launches by top claims, 2013 and January to April 2014
                                                      • Hand care
                                                        • Figure 13: Hand care, new launches by top ultimate companies, 2013
                                                      • Greater free-from products
                                                        • Figure 14: Hand care, new launches by top claims, January 2013-April 2014
                                                        • Figure 15: Moisturising hand care products, 2013
                                                      • Foot care
                                                        • Avon leads foot care launches
                                                          • Figure 16: Foot care, new launches by top 10 ultimate companies, 2013
                                                        • Botanical and moisturising claims account for more than half of product launches
                                                          • Figure 17: Foot care, new launches by top claims, January 2013-April 2014
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • New launches boost the market in 2013
                                                            • Figure 18: UK retail value sales of body, hand and foot care, at current and constant prices, 2009-19
                                                            • Figure 19: Best- and worst-case forecast of UK value sales of body, hand and foot care, 2009-19
                                                          • Forecast methodology
                                                          • Segment Performance

                                                            • Key points
                                                              • Overall growth in all segments
                                                                • Figure 20: UK retail value sales of body, hand and foot care, 2012-13
                                                              • Body care
                                                                • Figure 21: UK retail value sales of body care, by type, 2012-13
                                                              • Foot care
                                                                • Figure 22: UK retail value sales of foot care, by type, 2012-13
                                                            • Market Share

                                                              • Key points
                                                                • NIVEA and Vaseline sales driven by quick-to-use launches
                                                                  • Figure 23: Brand shares in body care, years ending February, 2013 and 2014
                                                                • Consumers show willingness to spend more in hand care
                                                                  • Figure 24: Brand shares in hand care, February 2013-February 2014
                                                                • Foot care – Market share
                                                                  • Figure 25: Brand shares in foot care, February 2013- February 2014
                                                              • Companies and Products

                                                                • Unilever
                                                                  • Background and structure
                                                                    • Strategy and financial performance
                                                                      • Figure 26: Key financials for Unilever UK Limited, 2011-12
                                                                    • Product range and innovation
                                                                      • Figure 27: Examples of new product launches by Unilever in the body, hand and foot care market, April 2013 to April 2014
                                                                    • Marketing and advertising
                                                                      • Beiersdorf
                                                                        • Background and structure
                                                                          • Strategy and financial performance
                                                                            • Figure 28: Beiersdorf UK Limited financial performance, 2011 and 2012
                                                                          • Product range and innovation
                                                                              • Figure 29: Examples of new products by Beiersdorf in the body, hand and foot care market, April 2013 to April 2014
                                                                            • Marketing and advertising
                                                                              • Reckitt Benckiser
                                                                                • Background and structure
                                                                                  • Strategy and financial performance
                                                                                    • Figure 30: Reckitt Benckiser (global) financial performance, 2011-12
                                                                                  • Product range and innovation
                                                                                    • Marketing and advertising
                                                                                      • L’Oréal UK
                                                                                        • Background and structure
                                                                                          • Strategy and financial performance
                                                                                            • Figure 31: L’Oréal (UK) Ltd financial performance, 2011-12
                                                                                          • Product range and innovation
                                                                                            • Figure 32: Examples of new product launches by L’Oréal in the body, hand and foot care market, April 2013-April 2014
                                                                                          • Marketing and advertising
                                                                                            • Johnson & Johnson
                                                                                              • Background and structure
                                                                                                • Strategy and financial performance
                                                                                                  • Figure 33: Johnson & Johnson Limited financial performance, 2011-12
                                                                                                • Product range and innovation
                                                                                                  • Figure 34: Examples of new product launches by Johnson & Johnson in the body, hand and foot care market, April 2013 to April 2014
                                                                                                • Marketing and advertising
                                                                                                • Brand Research

                                                                                                  • Brand map
                                                                                                      • Figure 35: Attitudes towards and usage of brands in the body, hand and foot care sector, March 2014
                                                                                                    • Correspondence analysis
                                                                                                      • Brand attitudes
                                                                                                        • Figure 36: Attitudes, by body, hand and foot care brand, March 2014
                                                                                                      • Brand personality
                                                                                                        • Figure 37: Body, hand and foot care brand personality – macro image, March 2014
                                                                                                        • Figure 38: Body, hand and foot care brand personality – micro image, March 2014
                                                                                                      • Brand experience
                                                                                                        • Figure 39: Body, hand and foot care brand usage, March 2014
                                                                                                        • Figure 40: Satisfaction with various body, hand and foot care brands, March 2014
                                                                                                        • Figure 41: Consideration of body, hand and foot care brands, March 2014
                                                                                                        • Figure 42: Consumer perceptions of current body, hand and foot care brand performance, March 2014
                                                                                                      • Brand recommendation
                                                                                                        • Figure 43: Recommendation of selected body, hand and foot care brands, March 2014
                                                                                                    • Brand Communication and Promotion

                                                                                                      • Key points
                                                                                                        • Slight decline in advertising spend in 2012 and 2013
                                                                                                          • Figure 44: Main monitored media advertising spend on body, hand and foot care, January 2010-April 2014
                                                                                                        • Beiersdorf and Reckitt Benckiser are the biggest spenders
                                                                                                          • Figure 45: Main monitored media advertising spend on body, hand and foot care, by top advertisers, 2013
                                                                                                        • Outdoor sees greatest investment in 2013
                                                                                                          • Figure 46: Main monitored advertising spend on body, hand and foot care, by media type, January 2012-April 2014
                                                                                                      • Channels to Market

                                                                                                        • Key points
                                                                                                          • Grocery multiples lead the market
                                                                                                            • Figure 47: UK retail value sales of body, hand and foot care, by outlet type, 2012-13
                                                                                                        • The Consumer – Usage of Body, Hand and Foot Care Products

                                                                                                          • Key points
                                                                                                            • Hand creams have the greatest penetration
                                                                                                              • Figure 48: Product usage, March 2014
                                                                                                            • Offering extra benefits to professionals
                                                                                                              • Women show higher use across most products
                                                                                                                • Figure 49: Product usage by gender, March 2014
                                                                                                              • Is usage of foot files impacting usage of foot care products?
                                                                                                              • The Consumer – Purchase of Body, Hand and Foot Care Products

                                                                                                                • Key points
                                                                                                                  • Purchase drives usage
                                                                                                                    • Figure 50: Main purchaser, March 2014
                                                                                                                  • Men take interest in body care
                                                                                                                    • Figure 51: Factors influencing purchase of body, hand and/or foot products, March 2014
                                                                                                                  • Researching before buying specialist products
                                                                                                                    • Opportunities for premium products
                                                                                                                    • The Consumer – Behaviours Related to Body Care

                                                                                                                      • Key points
                                                                                                                        • Older people focused on moisturising
                                                                                                                          • Figure 52: Behaviours related to body care, March 2014
                                                                                                                        • Young people are worried about their lifestyle
                                                                                                                        • The Consumer – Behaviours Relating to Hand/Foot Care

                                                                                                                          • Key points
                                                                                                                            • Encouraging young people to moisturise
                                                                                                                              • Figure 53: Behaviours related to hand/foot care, March 2014
                                                                                                                            • Moisturising hands when washing dishes
                                                                                                                              • Concerns drives usage
                                                                                                                              • Appendix – Who’s Innovating?

                                                                                                                                  • Figure 54: Body care, new launches by top companies, January 2012-April 2014
                                                                                                                                  • Figure 55: Foot care, new launches by top companies, January 2012-April 2014
                                                                                                                                  • Figure 56: Hand care, new launches by top companies, January 2012-April 2014
                                                                                                                              • Appendix – Market Share

                                                                                                                                  • Figure 57: Volume brand shares in body care, years ending February, 2013 and 2014
                                                                                                                                  • Figure 58: Volume brand shares in hand care, years ending February, 2013 and 2014
                                                                                                                                  • Figure 59: Volume brand shares in foot care, years ending February, 2013 and 2014
                                                                                                                              • Appendix – Brand Research

                                                                                                                                  • Figure 60: Brand usage, March 2014
                                                                                                                                  • Figure 61: Brand commitment, March 2014
                                                                                                                                  • Figure 62: Brand momentum, March 2014
                                                                                                                                  • Figure 63: Brand diversity, March 2014
                                                                                                                                  • Figure 64: Brand satisfaction, March 2014
                                                                                                                                  • Figure 65: Brand recommendation, March 2014
                                                                                                                                  • Figure 66: Brand attitude, March 2014
                                                                                                                                  • Figure 67: Brand image – macro image, March 2014
                                                                                                                                  • Figure 68: Brand image – micro image, March 2014
                                                                                                                              • Appendix – The Consumer – Usage of Body, Hand and Foot Care Products

                                                                                                                                  • Figure 69: Products usage, March 2014
                                                                                                                                  • Figure 70: Most popular products usage, by demographics, March 2014
                                                                                                                                  • Figure 71: Next most popular products usage, by demographics, March 2014
                                                                                                                                  • Figure 72: Other products usage, by demographics, March 2014
                                                                                                                                  • Figure 73: Demographics table
                                                                                                                              • Appendix – The Consumer – Purchase of Body, Hand and Foot Care Products

                                                                                                                                  • Figure 74: Main purchaser, March 2014
                                                                                                                                  • Figure 75: Main purchaser, by demographics, March 2014
                                                                                                                                  • Figure 76: Products usage, by main purchaser, March 2014
                                                                                                                                  • Figure 77: Factors influencing purchase of body, hand and/or foot products, March 2014
                                                                                                                                  • Figure 78: Most popular factors influencing purchase of body, hand and/or foot products, by demographics, March 2014
                                                                                                                                  • Figure 79: Next most popular factors influencing purchase of body, hand and/or foot products, by demographics, March 2014
                                                                                                                                  • Figure 80: Factors influencing purchase of body, hand and/or foot products, by selected products used, March 2014
                                                                                                                              • Appendix – The Consumer – Behaviours Related to Body Care

                                                                                                                                  • Figure 81: Behaviours related to body care, March 2014
                                                                                                                                  • Figure 82: Most popular behaviours related to body care, by demographics, March 2014
                                                                                                                                  • Figure 83: Next most popular behaviours related to body care, by demographics, March 2014
                                                                                                                                  • Figure 84: Products usage, by most popular behaviours related to body care, March 2014
                                                                                                                                  • Figure 85: Products usage, by next most popular behaviours related to body care, March 2014
                                                                                                                              • Appendix – The Consumer – Behaviours Relating to Hand/Foot Care

                                                                                                                                  • Figure 86: Behaviours related to hand/foot care, March 2014
                                                                                                                                  • Figure 87: Most popular behaviours related to hand/foot care, by demographics, March 2014
                                                                                                                                  • Figure 88: Next most popular behaviours related to hand/foot care, by demographics, March 2014
                                                                                                                                  • Figure 89: Other behaviours related to hand/foot care, by demographics, March 2014
                                                                                                                                  • Figure 90: Products usage, by most popular behaviours related to hand/foot care, March 2014
                                                                                                                                  • Figure 91: Products usage, by next most popular behaviours related to hand/foot care, March 2014

                                                                                                                              Companies Covered

                                                                                                                              • Alberto-Culver Company (UK)
                                                                                                                              • Beiersdorf UK Ltd
                                                                                                                              • Facebook, Inc.
                                                                                                                              • Garnier
                                                                                                                              • Giorgio Armani S.p.A.
                                                                                                                              • Johnson & Johnson Ltd
                                                                                                                              • L'Oréal (UK)
                                                                                                                              • Lancôme
                                                                                                                              • Matrix
                                                                                                                              • Neutrogena Corporation
                                                                                                                              • Nivea
                                                                                                                              • Reckitt Benckiser (UK)
                                                                                                                              • S.C. Johnson & Son, Inc.
                                                                                                                              • Scholl Consumer Products Ltd
                                                                                                                              • Shiseido International
                                                                                                                              • SoftSheen Carson
                                                                                                                              • The Body Shop - Retail Sales
                                                                                                                              • Twitter, Inc.
                                                                                                                              • Unilever Plc
                                                                                                                              • Veet

                                                                                                                              Body, Hand and Footcare - UK - June 2014

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