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Hand and Bodycare - UK - June 2015

“Body moisturiser sprays have been positioned in the market as an easy-to-use format, with focus on their quick absorption properties. With high usage of the format amongst those concerned about skin irritation, future claims opportunities could focus on reduced risk of aggravated skin from using the format. The men’s market offers opportunities for body oils, particularly as men show a lower likelihood to associate body oils with being messy, suggesting they could be encouraged into trying them. In the hand care category, innovations offering added-benefits could help to steal back share from own-label brands.”
Roshida Khanom, Senior Personal Care Analyst

This report looks at the following issues:

  • Claims opportunities for body moisturiser sprays
  • Male hand and body offers opportunities
  • Own-label offers stiff competition in hand care
The hand and body care category has struggled to show stable growth in value, however product innovation has boosted the category in the past suggesting that continued focus on innovation could sustain growth going forward. In the body care segment, innovation has shown an overall downward decline since 2012, whilst hand care has faced stiff competition from own-label products.

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Table of contents

  1. Introduction

      • Definitions
        • Excluded
          • Abbreviations
          • Executive Summary

              • A market in need of stability
                • Figure 1: Best- and worst-case forecast of UK value sales of hand and body care, 2010-20
              • Rising employment and an ageing population are key market factors
                • Decline in new launches in 2013
                  • Figure 2: New product development in the hand and body care categories, by segment, January 2012-April 2015
                • 2014: The year of body oils
                  • Figure 3: Body care, new launches by top ultimate companies, 2014
                • Body lotions and hand creams show highest usage
                  • Figure 4: Usage of hand and body care products, April 2015
                • Absorbing quickly is highest indicator
                  • Figure 5: Factors indicating a product is moisturising, April 2015
                • What we think
                • Issues and Insights

                    • Claims opportunities for body moisturiser sprays
                      • The facts
                        • The implications
                          • Male hand and body offers opportunities
                            • The facts
                              • The implications
                                • Own-label offers stiff competition in hand care
                                  • The facts
                                    • The implications
                                    • Market Drivers

                                      • Key points
                                        • Need for speed
                                          • Figure 6: Changing frequency of bathroom activities, November 2014
                                        • Excess skin and weight loss
                                          • Figure 7: Experience of cosmetic surgery and interest in future procedures, September 2014
                                        • Format opportunities
                                          • Figure 8: Desired BPC packaging characteristics – facial moisturiser, August 2014
                                        • Rise in employment
                                          • Figure 9: Employment and unemployment, 2009-19
                                        • Oldest demographic set to rise
                                          • Figure 10: Trends in the age structure of the UK population, by gender, 2009-19
                                      • Who’s Innovating?

                                        • Key points
                                          • Decline in body launches since 2012
                                            • Figure 11: New product development in the hand and body care categories, by segment, January 2012-April 2015
                                            • Figure 12: Hema launches in the body care category, January-April 2015
                                          • Body care shows little change in claims landscape
                                            • Figure 13: Top ten positioning claims (in 2014) in the body care market, 2013 and 2014
                                          • 2014: The year of body oils
                                            • Figure 14: New launches in the UK body care market, by top ultimate companies and other, 2014
                                            • Figure 15: Examples of oil-inspired launches in the body care segment from L’Oréal subsidiaries, June-Dec 2014 and Jan-April 2015
                                          • Own-label launches in hand care decline
                                            • Figure 16: Hand care launches, branded vs own-label, Jan 2012-April 2015
                                            • Figure 17: Examples of own-label hand care launches, 2014
                                          • Most innovating brands make up just 7% of new hand care launches
                                            • Figure 18: New launches in the UK hand care market, by top ultimate companies and other, 2014
                                          • Rise in free-from claims for hand care
                                            • Figure 19: Top ten positioning claims (in 2014) in the hand care market, 2013 and 2014
                                        • Market Size and Forecast

                                          • Key points
                                            • A market in need of stability
                                              • Figure 20: UK retail value sales of hand and body care, at current and constant prices, 2010-20
                                            • Slow growing market
                                              • Figure 21: Best- and worst-case forecast of UK value sales of hand and body care, 2010-20
                                            • Forecast methodology
                                            • Segment Performance

                                              • Key points
                                                • Overall growth in all segments
                                                  • Figure 22: UK retail value sales of hand and body care, years ending March, 2014 and 2015
                                                • Dry skin treatments see a rise
                                                  • Figure 23: UK retail value sales of body care, by type, years ending March, 2014 and 2015
                                                • Prestige shows a decline
                                                  • Figure 24: UK retail value sales of hand and body care, by mass vs prestige, years ending March, 2014 and 2015
                                              • Market Share

                                                • Key points
                                                  • Oilatum shows strong growth in body care
                                                    • Figure 25: Brand shares in the mass body care market, years ending March, 2014 and 2015
                                                  • Own-label shows greatest growth segment in hand care
                                                    • Figure 26: Brand shares in the mass hand care market, years ending March, 2014 and 2015
                                                • Companies and Products

                                                  • Unilever
                                                    • Background and structure
                                                      • Strategy and financial performance
                                                        • Figure 27: Key financials for Unilever UK Limited, 2012-13
                                                      • Product range and innovation
                                                        • Figure 28: Examples of new product launches by Unilever in the hand and body care market, May 2014-April 2015
                                                      • Marketing and advertising
                                                        • Beiersdorf
                                                          • Background and structure
                                                            • Strategy and financial performance
                                                              • Figure 29: Beiersdorf UK Limited financial performance, 2012 and 2013
                                                            • Product range and innovation
                                                                • Figure 30: Examples of new product launches by Beiersdorf and its subsidiaries in the hand and body care market, May 2014-April 2015
                                                              • Marketing and advertising
                                                                • Oriflame
                                                                  • Background and structure
                                                                    • Strategy and financial performance
                                                                      • Figure 31: Oriflame (global) financial performance, 2012-13
                                                                    • Product range and innovation
                                                                      • Figure 32: Examples of new product launches by Oriflame in the hand and body care market, May 2014-April 2015
                                                                    • Marketing and advertising
                                                                      • L’Oréal
                                                                        • Background and structure
                                                                          • Strategy and financial performance
                                                                            • Figure 33: L’Oréal (UK) Ltd financial performance, 2012-13
                                                                          • Product range and innovation
                                                                            • Figure 34: Examples of new product launches by L’Oréal and its subsidiaries in the hand and body care market, May 2014-April 2015
                                                                          • Marketing and advertising
                                                                            • Johnson & Johnson
                                                                              • Background and structure
                                                                                • Strategy and financial performance
                                                                                  • Figure 35: Johnson & Johnson Limited financial performance, 2012-13
                                                                                • Product range and innovation
                                                                                  • Figure 36: Examples of new product launches by Johnson & Johnson in the body and hand care market, May 2014-April 2015
                                                                                • Marketing and advertising
                                                                                • Brand Research

                                                                                  • Key points
                                                                                    • Brand map
                                                                                      • Figure 37: Attitudes towards and usage of selected brands, May 2015
                                                                                    • Key brand metrics
                                                                                      • Figure 38: Key metrics for selected brands, May 2015
                                                                                    • Brand attitudes: Dove and NIVEA enjoy association with trust and confidence
                                                                                      • Figure 39: Attitudes, by brand, May 2015
                                                                                    • Brand personality: E45 lacks an association with upbeat personality traits
                                                                                      • Figure 40: Brand personality – Macro image, May 2015
                                                                                    • Molton Brown has strong perception of glamour and indulgence
                                                                                      • Figure 41: Brand personality – Micro image, May 2015
                                                                                    • Brand analysis
                                                                                      • NIVEA has a strong overall brand image
                                                                                        • Figure 42: User profile of NIVEA, May 2015
                                                                                      • E45 has a somewhat clinical brand image among consumers
                                                                                        • Figure 43: User profile of E45, May 2015
                                                                                      • Dove is successful in promoting confidence among younger groups
                                                                                        • Figure 44: User profile of Dove, May 2015
                                                                                      • Neutrogena lacks outstanding personality traits
                                                                                        • Figure 45: User profile of Neutrogena, May 2015
                                                                                      • Molton Brown enjoys strongest image of glamour
                                                                                        • Figure 46: User profile of Molton Brown, May 2015
                                                                                      • Aveeno’s colloidal oatmeal inclusion helps boost natural credentials
                                                                                        • Figure 47: User profile of Aveeno, May 2015
                                                                                      • Boots Botanics has natural brand image but lags behind on performance
                                                                                        • Figure 48: User profile of Boots Botanics, May 2015
                                                                                    • Brand Communication and Promotion

                                                                                      • Key points
                                                                                        • Direct mail and radio decline in advertising
                                                                                          • Figure 49: Main monitored media advertising spend on hand and body care, January 2012-April 2015
                                                                                        • Unilever and Beiersdorf lead advertising spend
                                                                                          • Figure 50: Main monitored media advertising spend on hand and body care, by top advertisers, 2014
                                                                                      • Channels to Market

                                                                                        • Key points
                                                                                          • Grocery multiples lead the market
                                                                                            • Figure 51: UK retail value sales of hand and body, by outlet type, 2013-14
                                                                                        • The Consumer – Hand and Body Concerns

                                                                                          • Key points
                                                                                            • Working conditions driving hand and body concerns
                                                                                              • Figure 52: Hand and body skin concerns, by age, April 2015
                                                                                            • Hand cosmetics opportunity for the ageing
                                                                                              • Dry skin is the biggest concern
                                                                                                • Figure 53: Hand and body concerns, April 2015
                                                                                              • Oily skin and stretch marks are young worries too
                                                                                                • Women have more concerns
                                                                                                  • Figure 54: Selected body skin concerns, by gender, April 2015
                                                                                              • The Consumer – Usage of Hand and Body Care

                                                                                                • Key points
                                                                                                  • Older people may switch to emollients
                                                                                                    • Figure 55: Usage of hand and body care products, April 2015
                                                                                                  • Young people use different formats
                                                                                                    • Concern drives greater usage
                                                                                                      • Figure 56: Usage of body lotions and hand cream, by any body /hand concerns, April 2015
                                                                                                    • Post-bath/shower usage is high
                                                                                                      • Figure 57: Usage occasions of most popular hand and body care products, April 2015
                                                                                                    • Bedtime body care
                                                                                                      • Ease of use encourages usage throughout the day
                                                                                                        • Men use body lotion throughout the day
                                                                                                          • Figure 58: Usage occasions of body lotion, by gender, April 2015
                                                                                                      • The Consumer – Perceptions of Format Types

                                                                                                        • Key points
                                                                                                          • Methodology
                                                                                                            • Moisturising attributes drives regular usage
                                                                                                              • Figure 59: Correspondence analysis, March 2015
                                                                                                            • Sprays do not rate highly for ease-of-use
                                                                                                              • Pampering products used before bed
                                                                                                                • Figure 60: Perception of format types, March 2015
                                                                                                              • All formats leave a residue
                                                                                                              • The Consumer – Factors Indicating Moisturising

                                                                                                                • Key points
                                                                                                                  • Absorbing quickly is highest indicator
                                                                                                                    • Figure 61: Factors indicating a product is moisturising, April 2015
                                                                                                                  • Women are tactile, men are visual
                                                                                                                    • Figure 62: Factors indicating a product is moisturising, by gender, April 2015
                                                                                                                  • Usage affects perceptions
                                                                                                                  • The Consumer – Purchase of Hand and Body Care Products

                                                                                                                    • Key points
                                                                                                                      • Majority of people buy their own products
                                                                                                                        • Figure 63: Purchase of hand and body care products, April 2015
                                                                                                                      • Quick absorption is top purchase influencer
                                                                                                                        • Figure 64: Factors influencing purchase of hand and body care products, April 2015
                                                                                                                      • 24hrs moisture is more important than 12hrs
                                                                                                                        • Older people are interested in anti-ageing skincare
                                                                                                                          • Irritation drives interest in ingredients

                                                                                                                          Companies Covered

                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                          Hand and Bodycare - UK - June 2015

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