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Body, Hand and Footcare - US - June 2014

“In spite of being a mature market, the body, hand, and footcare market holds opportunities for brands that emphasize therapeutic skincare and packaging innovation that reinforces ease of use and convenience. Targeting relatively untapped demographic groups such as men, older shoppers, and multicultural consumers also presents brands and retailers with added opportunities.”
– Shannon Romanowski, Senior Beauty and Personal Care Analyst

This report deals with some of the following issues:

  • The body, hand a foot care category is mature and price-driven
  • Product usage within this category is cyclical and recurs over time
  • Engagement in category declines as consumers age
After virtually no sales growth between 2009 and 2011, the $2.9 billion body, hand, and footcare category experienced gains of 9% between 2012 and 2014.
 
While shoppers continue to be motivated by price and routine when shopping the category, innovation surrounding packaging formats, interest in therapeutic products, and a notably cold 2013-14 winter season have helped boost body, hand, and footcare sales.
 
For the purposes of this report, Mintel has used the following definitions:
  • Hand and body care including body lotions, body oils, anti-aging body creams, and hand creams 
  • Footcare

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                  • Overview
                    • The market
                      • Figure 1: Total US sales and fan chart forecast of body, hand, and footcare, at current prices, 2009-19
                    • Market factors
                      • Category sales are cyclical
                        • Figure 2: Average winter temperatures, Contiguous US, Dec-Feb, 2008-14
                      • Black consumers are heavy category users
                        • Figure 3: Use of body, hand, and footcare products, by race, March 2014
                      • Key players
                        • Figure 4: MULO sales of the top five body, hand, and footcare companies, rolling 52 weeks 2013 and 2014
                      • The consumer
                        • Body lotion and hand cream are most used products
                          • Figure 5: Use of body, hand, and footcare products, March 2014
                        • Scent, functional benefits are important to body care users
                          • Figure 6: Top five benefits sought when choosing body care products, March 2014
                        • Intensive healing is a priority to hand and footcare users
                          • Figure 7: Top five benefits sought when choosing hand and footcare products, March 2014
                        • Shoppers express high interest in packaging formats
                          • Figure 8: Any interest in packaging formats, March 2014
                        • What we think
                        • Issues and Insights

                            • Category is mature, price-driven
                              • The issues
                                • The implications: Leverage new packaging formats, engage men
                                  • Product usage is cyclical
                                    • The issues
                                      • The implications: Encourage regular usage with added skincare benefits
                                        • Engagement in category declines with age
                                          • The issues
                                            • The implications: Highlight therapeutic skincare and targeted anti-aging benefits
                                            • Trend Applications

                                                • Trend: Return to the Experts
                                                  • Trend: Objectify
                                                    • Mintel Futures: East Meets West
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Category sees an uptick in sales after years of sluggish growth
                                                          • Slow, yet steady gains predicted for body, hand, and footcare
                                                            • Sales and forecast of body, hand, and footcare
                                                              • Figure 9: Total US sales and forecast of body, hand, and footcare, at current prices, 2009-19
                                                              • Figure 10: Total US sales and forecast of body, hand, and footcare, at inflation-adjusted prices, 2009-19
                                                            • Fan chart forecast
                                                                • Figure 11: Total US sales and fan chart forecast of body, hand, and footcare, at current prices, 2009-19
                                                            • Market Drivers

                                                              • Key points
                                                                • Body care sales boosted by cold weather
                                                                  • Figure 12: Average winter temperatures, contiguous US, Dec-Feb, 2008-14
                                                                • Growing incidence of skin conditions benefits body care
                                                                  • Black consumers over index usage of body care
                                                                    • Figure 13: Use of body, hand, and footcare products, by race, March 2014
                                                                    • Figure 14: Total US population, by race and Hispanic origin, 2009-19
                                                                • Competitive Context

                                                                  • Shoppers allocate dollars differently depending on category
                                                                    • Figure 15: Total US retail sales of haircare, body care, and facial skincare, by share, at current prices, 2013
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Hand and body care dominate category sales
                                                                      • Footcare sales are small, but gaining
                                                                        • Sales of body, hand, and footcare, by segment
                                                                          • Figure 16: Sales of hand, body and footcare, by segment, 2012 and 2014
                                                                      • Segment Performance – Hand and Body Care

                                                                        • Key points
                                                                          • Hand and body care sees improvement in sales
                                                                            • Sales and forecast of hand and body care
                                                                              • Figure 17: Total US sales and forecast of hand and body care, at current prices, 2009-19
                                                                          • Segment Performance – Footcare

                                                                            • Key points
                                                                              • Segment subject to volatility, though modest gains are expected
                                                                                • Sales and forecast of footcare
                                                                                  • Figure 18: Total US sales and forecast of footcare, at current prices, 2009-19
                                                                              • Retail Channels

                                                                                • Key points
                                                                                  • Body, hand, and footcare seeing growth across all retail channels
                                                                                    • Sales of body, hand, and footcare, by channel
                                                                                      • Figure 19: Sales of body, hand, and footcare, by channel, 2012 and 2014
                                                                                    • Appealing to men represents growth opportunity for retailers
                                                                                      • Figure 20: Total US retail sales of body, hand, and footcare, by channel, at current prices, 2009-14
                                                                                  • Leading Companies

                                                                                    • Key points
                                                                                      • Unilever moves to top spot in body, hand, and footcare
                                                                                        • Therapeutic brands are category winners
                                                                                          • Private label is losing momentum
                                                                                            • Manufacturer sales of body, hand, and footcare
                                                                                              • Figure 21: MULO sales of body, hand, and footcare, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                          • Brand Share – Hand and Body Care

                                                                                            • Key points
                                                                                              • Vaseline lifts Unilever into top spot
                                                                                                • Therapeutic body care boosts segment growth
                                                                                                  • Manufacturer sales of hand and body care
                                                                                                    • Figure 22: MULO sales of hand and body, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                    • Figure 23: Key purchase measures for the top hand and body care brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                                • Brand Share – Footcare

                                                                                                  • Key points
                                                                                                    • Gold Bond leads segment and posts solid sales gains
                                                                                                      • Small players post mixed results
                                                                                                        • Private label grows sales but loses share to branded products
                                                                                                          • Manufacturer sales of footcare
                                                                                                            • Figure 24: MULO sales of footcare, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                        • Innovations and Innovators

                                                                                                          • Product launch trends
                                                                                                            • Figure 25: Share of body, hand, and footcare product launches, by subcategory, 2009-14
                                                                                                            • Figure 26: top 15 body, hand, and footcare product claims, by share, 2009-14
                                                                                                          • Product innovations
                                                                                                            • Hand-specific treatments
                                                                                                              • Multiple-benefit
                                                                                                                • Figure 27: Jergens BB Body print ad, 2014
                                                                                                              • New formats
                                                                                                                • Sensory benefits
                                                                                                                • Marketing Strategies

                                                                                                                  • Overview of the brand landscape
                                                                                                                    • Doctor recommended
                                                                                                                      • Figure 28: Eucerin skincare tips
                                                                                                                      • Figure 29: CeraVe commercial, January 2013
                                                                                                                    • Natural ingredients=beautiful skin
                                                                                                                      • Figure 30: Jergens Shea Beauty Oil print ad, 2014
                                                                                                                      • Figure 31: Aveeno Daily Moisturizing Lotion print ad, 2014
                                                                                                                    • Professional results
                                                                                                                      • Figure 32: Clarisonic Pedi print ad, 2014
                                                                                                                  • Use of Body Care Products

                                                                                                                    • Key points
                                                                                                                      • Majority of consumers use body lotion
                                                                                                                        • Body spray lotions gaining traction among men
                                                                                                                          • Figure 33: Use of body care products, by gender, March 2014
                                                                                                                          • Figure 34: Use of body care products, by gender and age, March 2014
                                                                                                                        • Scent is important to body care users
                                                                                                                          • Figure 35: Benefits sought when choosing body care products, by gender, March 2014
                                                                                                                          • Figure 36: Benefits sought when choosing body care products, by gender and age, March 2014
                                                                                                                      • Use of Hand Products, Footcare, and Healing Ointments

                                                                                                                        • Key points
                                                                                                                          • Hand cream use driven by women, older consumers
                                                                                                                            • Consumers use a variety of body moisturizing products
                                                                                                                              • Figure 37: Use of hand, footcare, and healing ointments, by gender, March 2014
                                                                                                                              • Figure 38: Use of hand, footcare, and healing ointments, by gender and age, March 2014
                                                                                                                            • Treating severely dry skin is important to hand and footcare users
                                                                                                                              • Figure 39: Benefits sought when choosing hand and footcare products, by gender, March 2014
                                                                                                                              • Figure 40: Benefits sought when choosing hand and footcare products, by gender and age, March 2014
                                                                                                                          • Interest in Packaging Formats

                                                                                                                            • Key points
                                                                                                                              • Consumers are familiar with bottles and tubes
                                                                                                                                • Figure 41: Use of and interest in packaging formats, March 2014
                                                                                                                                • Figure 42: top five body, hand, and footcare product package types, by share, 2009-14
                                                                                                                              • Shoppers willing to try lesser-known packaging formats
                                                                                                                                • Figure 43: Any interest in packaging formats, by gender, March 2014
                                                                                                                                • Figure 44: Any interest in packaging formats, by gender and age, March 2014
                                                                                                                            • Shopping for Body, Hand, and Footcare Products

                                                                                                                              • Key points
                                                                                                                                • Shoppers motivated by familiarity
                                                                                                                                  • Men seek gender-specific products
                                                                                                                                    • Figure 45: Shopping behaviors, by gender, March 2014
                                                                                                                                  • Doctor recommendations important to older shoppers
                                                                                                                                    • Figure 46: Shopping behaviors, by gender and age, March 2014
                                                                                                                                • Attitudes toward Body Care

                                                                                                                                  • Key points
                                                                                                                                    • Moisturizing regularly is important, especially to older consumers
                                                                                                                                      • Women are more likely to change their body care routine
                                                                                                                                        • Figure 47: Attitudes toward body care products, by gender, March 2014
                                                                                                                                      • Men take a functional approach to body care
                                                                                                                                        • Figure 48: Attitudes toward body care products, by gender and age, March 2014
                                                                                                                                    • Attitudes toward Hand and Footcare

                                                                                                                                      • Key points
                                                                                                                                        • Some shoppers see value in using hand- and foot-specific products
                                                                                                                                          • Women concerned about the impact of aging on their hands
                                                                                                                                            • Figure 49: Attitudes toward hand and footcare products, by gender, March 2014
                                                                                                                                          • Use of hand cream in part dictated by activity
                                                                                                                                            • Figure 50: Attitudes toward hand and footcare products, by gender and age, March 2014
                                                                                                                                            • Figure 51: Attitudes toward footcare products, by gender and age, March 2014
                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                          • Key points
                                                                                                                                            • Black and Hispanic consumers are above-average category users
                                                                                                                                              • Figure 52: Use of body, hand, and footcare products, by race/Hispanic origin, March 2014
                                                                                                                                              • Figure 53: Benefits sought when choosing body care products, by race/Hispanic origin, March 2014
                                                                                                                                              • Figure 54: Benefits sought when choosing hand and footcare products, by race/Hispanic origin, March 2014
                                                                                                                                            • Shopping behaviors differ between Hispanics and Black consumers
                                                                                                                                              • Figure 55: Shopping behaviors, by race/Hispanic origin, March 2014
                                                                                                                                            • Regular moisturization is important to Black consumers
                                                                                                                                              • Figure 56: Attitudes toward body care products, by race/Hispanic origin, March 2014
                                                                                                                                              • Figure 57: Attitudes toward hand and footcare products, by race/Hispanic origin, March 2014
                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                            • Use of body, hand, and footcare products
                                                                                                                                              • Figure 58: Use of body, hand, and footcare products, by age, March 2014
                                                                                                                                              • Figure 59: Use of body, hand, and footcare products, by household income, March 2014
                                                                                                                                              • Figure 60: Use of body, hand, and footcare products, by presence of children in household, March 2014
                                                                                                                                            • Benefits sought when choosing body, hand, and footcare products
                                                                                                                                              • Figure 61: Benefits sought when choosing body care products, by age, March 2014
                                                                                                                                              • Figure 62: Benefits sought when choosing hand and footcare products, by age, March 2014
                                                                                                                                            • Interest in packaging formats
                                                                                                                                              • Figure 63: Images shown in packaging format consumer question, March 2014
                                                                                                                                              • Figure 64: Any interest in packaging formats, by age, March 2014
                                                                                                                                              • Figure 65: Any interest in packaging formats, by race/Hispanic origin, March 2014
                                                                                                                                            • Shopping for body, hand, and footcare products
                                                                                                                                              • Figure 66: Shopping behaviors, by age, March 2014
                                                                                                                                            • Attitudes toward body care
                                                                                                                                              • Figure 67: Attitudes toward body care products, by age, March 2014
                                                                                                                                            • Attitudes toward hand and footcare
                                                                                                                                              • Figure 68: Attitudes toward hand and footcare products, by age, March 2014
                                                                                                                                              • Figure 69: Attitudes toward footcare products, by age, March 2014
                                                                                                                                              • Figure 70: Attitudes toward footcare products, by race/Hispanic origin, March 2014
                                                                                                                                          • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                              • Information Resources Inc. Consumer Network Metrics
                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                Companies Covered

                                                                                                                                                • Beiersdorf, Inc. (USA)
                                                                                                                                                • E.T. Browne Drug Co., Inc.
                                                                                                                                                • Galderma Laboratories, L.P.
                                                                                                                                                • Johnson & Johnson
                                                                                                                                                • Kao Corporation
                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                • Sanofi-Aventis (USA)
                                                                                                                                                • Unilever USA
                                                                                                                                                • Walmart Stores (USA)

                                                                                                                                                Body, Hand and Footcare - US - June 2014

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