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Hand, Nail and Foot Care - UK - January 2011

The hand and foot care categories are relatively staid with consumers for the most part being driven to the category to find solutions to their existing problems rather than to test out innovations.

In contrast, fashion-oriented colour collections and quirky new formats, such as stick-on nail wraps, mean that the nail polish category is invigorated regularly with novelties and as such is popular with young women.

As the economic climate remains gloomy, nail polish can benefit from its ability to act as an inexpensive and fashionable pick-me-up. Meanwhile, touting foot care’s ability to ward off problems in later life and promoting hand care as a functional little luxury that may be used several times daily may convince more adults to buy into the category.

  • Hand, foot and nail care products appeal to different audiences, though women are more likely than men to be engaged in all of the sectors. Women aged 65+ are a growing demographic and offering growth opportunities in the coming years.
  • Hand creams have achieved the highest penetration levels; women aged 45+ are the heaviest users while younger women are less likely to apply them frequently. Foot care usage increases with age, with adults aged 65+ representing the highest volume users.
  • Growth in hand care is likely to be driven by increased frequency of use. Encouraging women with young children to look after their hands when they look after their children’s hygiene needs may be one means to do this.
  • The foot care category has yet to gain a foothold among younger demographics. People currently tend to become engaged with the category when they have a foot problem that requires attention, and quite often these problems occur with age. Promoting products’ ability to prevent, not just treat, problems will be key to making foot care a regular part of people’s grooming routines.
  • Nail colours are often touted as an inexpensive means of updating women’s wardrobes and staying abreast of fashion trends. It may also be considered a relatively inexpensive pick me up at a time when most consumers are obliged to keep a close eye on their spending.
  • Uptake of professional manicures in the UK is relatively low, with only 15% of women visiting manicurists. There is increased activity on this front however, with Superdrug opening Andrea Fulerton Nail Bars in October 2010 in some of its stores, while Tesco is currently trialling salon services – including nail bars – at a handful of sites.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

              • Caring for Mum
                • Beautiful from head to toe
                • Market in Brief

                  • Different strokes for different folks
                    • Grooming to get ahead
                      • A pro at home
                        • A gripping category
                          • Future
                          • Internal Market Environment

                            • Key points
                              • Attitudes towards personal appearance
                                • Figure 1: Trends in attitudes towards personal appearance, 2006-10
                              • Professional treatments
                                • Figure 2: Female experience of beauty, health and well-being treatments, March 2010
                                • Figure 3: Average temperature and total number of sunshine hours in the UK, 2000-10
                                • Figure 4: UK Rainfall, by seasons, 2000-10
                              • M&A activity heats up
                              • Broader Market Environment

                                • Key points
                                  • Population
                                    • Figure 5: Trends in the age structure of the UK population, by gender, 2005-15
                                  • Care for carers’ hands
                                    • Figure 6: Number of births, UK, 2005-15
                                    • Figure 7: Child population, birth statistics and mean age of women at childbirth, UK, 2005-15
                                  • A weighty issue
                                    • Figure 8: Trends in obesity, by gender, 2007-10
                                  • Strengths
                                    • Weaknesses
                                    • Who’s Innovating?

                                      • Key points
                                        • Figure 9: New product activity in hand, nail and foot care, by sector, 2010
                                      • Hand and nail care
                                        • Figure 10: New product launches in hand and nail care, % by product claim, 2010
                                      • The nightshift
                                        • Scent lends a hand
                                          • Natural causes
                                            • Hands face the clock
                                              • Hard as nails
                                                • Double duty
                                                  • Food for thought
                                                    • Foot care
                                                      • Figure 11: New product launches in foot care, % by product claim, 2010
                                                    • Natural heeling
                                                      • Hot and cold
                                                        • Therein lies the rub
                                                          • Format shuffle
                                                            • Night on your feet
                                                              • Nailcare
                                                                • Figure 12: New product activity in nail colour cosmetics, % by product claim, 2010
                                                              • Wrap stars
                                                                • Side effects
                                                                  • Hand in hand
                                                                    • Fast and fabulous
                                                                      • Great lengths
                                                                        • Chips off the block
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Figure 13: UK retail value sales of selected cosmetics and toiletries, 2005-09
                                                                          • Treatment wrestles with bodycare
                                                                            • A focus on fashion
                                                                            • Market Size, Forecast and Segment Performance

                                                                              • Key points
                                                                                • Figure 14: UK retail value sales of hand, nail and foot care, at current and constant prices, 2005-15
                                                                                • Figure 15: UK retail value sales of hand, nail and foot care, by sector, 2005-15
                                                                              • The future
                                                                                • Figure 16: Best and worst case forecast sales of hand, nail and foot care, 2005-15
                                                                              • Research methodology
                                                                              • Companies and Products

                                                                                • Brand map
                                                                                  • Figure 17: Brand map of hand, nail and foot care, 2010
                                                                                • Key players
                                                                                  • Scholl
                                                                                    • Johnson & Johnson
                                                                                        • Figure 18: Financial performance of J&J in the UK, 2008-09
                                                                                      • Unilever
                                                                                        • Beiersdorf
                                                                                            • Figure 19: Financial performance of Beiersdorf in the UK, 2008-09
                                                                                          • Sally Hansen
                                                                                          • Brand Communication and Promotion

                                                                                            • Key points
                                                                                              • Figure 20: Main media advertising expenditure on hand, foot, and nail care in the UK, 2006-10
                                                                                              • Figure 21: Top 10 companies advertising hand, foot, and nail care products, % share of total, 2007-10
                                                                                              • Figure 22: Advertising on hand, foot, and nail care products, by brand, 2008-10
                                                                                            • Out of the box campaigns
                                                                                              • Figure 23: Main media advertising expenditure on hand, foot, and nail care products, % share by media type, 2007-10
                                                                                          • Channels to Market

                                                                                            • Key points
                                                                                              • Figure 24: UK retail value sales of hand care, foot skincare and nail treatments, by outlet type, 2009 and 2010
                                                                                              • Figure 25: UK retail value sales of nail varnish, by outlet type, 2009 and 2010
                                                                                          • The Consumer – Usage and Frequency

                                                                                            • Key points
                                                                                              • Hand care
                                                                                                • Figure 26: Trends in frequency of using hand creams and lotions, 2006-10
                                                                                              • Foot care
                                                                                                • Figure 27: Trends in frequency of using foot care products, 2009-10
                                                                                                • Figure 28: Trends in types of foot care products used, 2009-10
                                                                                              • Nailcare
                                                                                                • Figure 29: Trends in frequency of using nail varnish, 2006-10
                                                                                            • The Consumer – Hand, Nail and Foot Concerns

                                                                                              • Key points
                                                                                                • Reasons to use hand, nail and foot care
                                                                                                    • Figure 30: Consumers’ hand, nail and foot care concerns, November 2010
                                                                                                  • Lending a hand
                                                                                                      • Figure 31: Have hand problems, by use of anti-ageing hand cream/lotion or treatment, November 2010
                                                                                                    • Foot notes
                                                                                                        • Figure 32: Have cracked heels, by use of cracked heel cream, November 2010
                                                                                                        • Figure 33: Have hard skin, by use of foot cream/lotion/balm and foot wash/soak or scrub, November 2010
                                                                                                      • Nailing it
                                                                                                      • The Consumer – Product Usage by Type

                                                                                                        • Key points
                                                                                                            • Figure 34: Types of hand and foot care products used and usage frequency, November 2010
                                                                                                          • Hand care
                                                                                                            • Figure 35: Frequency of using hand cream/lotion/balm and scrubs, November 2010
                                                                                                          • Creams, lotions and balms
                                                                                                            • Anti-ageing hand cream
                                                                                                              • Hand scrubs
                                                                                                                • Foot care
                                                                                                                    • Figure 36: Frequency of use of foot care products, November 2010
                                                                                                                  • Foot creams and lotions
                                                                                                                    • Cracked heel cream
                                                                                                                      • Foot powder/deodorant and foot soak/washes/scrubs
                                                                                                                        • Nailcare
                                                                                                                            • Figure 37: Frequency of using nail products, November 2010
                                                                                                                          • Nail polish
                                                                                                                            • Nail polish remover
                                                                                                                              • False nails/gel nails
                                                                                                                                • Cuticle cream/oil
                                                                                                                                  • Nail treatments
                                                                                                                                  • The Consumer – Attitudes Towards Hand, Nail and Foot Care

                                                                                                                                    • Key points
                                                                                                                                        • Figure 38: Attitudes towards hand and foot care products, November 2010
                                                                                                                                      • Seasonality
                                                                                                                                        • Figure 39: Attitudes towards appearance of hands and nails, November 2010
                                                                                                                                      • Hand care
                                                                                                                                        • Nailcare
                                                                                                                                          • Figure 40: Attitudes towards appearance of hands and nails, November 2010
                                                                                                                                        • Foot care
                                                                                                                                          • Figure 41: Attitudes towards appearance of hands and nails, November 2010
                                                                                                                                      • The Consumer – Attitudes Towards Hand, Nail and Foot Care Purchases

                                                                                                                                        • Key points
                                                                                                                                            • Figure 42: Statements on buying hand, foot, and/or nail-care products, November 2010
                                                                                                                                          • Hand care
                                                                                                                                            • Foot care
                                                                                                                                              • Nail care/varnish
                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                  • Figure 43: Trends in the usage of manicures, by demographics, March 2010
                                                                                                                                              • Appendix – Competitive Context

                                                                                                                                                  • Figure 44: Liquid and bar soap launches by claim, 2010
                                                                                                                                              • Appendix – The Consumer – Hand, Nail and Foot Concerns

                                                                                                                                                  • Figure 45: Attitudes towards hand, nail and foot care (have), November 2010
                                                                                                                                                  • Figure 46: Attitudes towards hand, nail and foot care (don’t have, but concerned about getting), November 2010
                                                                                                                                                  • Figure 47: Hand, nail and foot concerns - have (i), November 2010
                                                                                                                                                  • Figure 48: Hand, nail and foot concerns - have (ii), November 2010
                                                                                                                                                  • Figure 49: Hand, nail and foot concerns - have (iii), November 2010
                                                                                                                                                  • Figure 50: Hand and feet skin problems have/concerned about getting, November 2010
                                                                                                                                                  • Figure 51: Hand and feet skin problems have/concerned about getting, by types of hand and foot care products used and usage frequency, November 2010 (continued)
                                                                                                                                                  • Figure 52: Hand and feet skin problems have/concerned about getting, by types of hand and foot care products used and usage frequency, November 2010 (continued)
                                                                                                                                              • Appendix – The Consumer – Usage and frequency

                                                                                                                                                  • Figure 53: Frequency of using hand creams and lotions, by demographics, 2010
                                                                                                                                                  • Figure 54: Frequency of using foot care products, by demographics, 2010
                                                                                                                                                  • Figure 55: Frequency of using face creams and lotions, by demographics, 2010
                                                                                                                                                  • Figure 56: Frequency of using nail varnish, by demographics, 2010
                                                                                                                                              • Appendix - The Consumer – Product Usage by Type

                                                                                                                                                  • Figure 57: Frequency of use of regular hand cream/lotion/balm, November 2010
                                                                                                                                                  • Figure 58: Frequency of use of anti-aging hand cream/lotion/treatment, November 2010
                                                                                                                                                  • Figure 59: Frequency of use of hand scrubs, November 2010
                                                                                                                                                  • Figure 60: Frequency of use of foot cream/lotion/balm, November 2010
                                                                                                                                                  • Figure 61: Frequency of use of cracked heel cream, November 2010
                                                                                                                                                  • Figure 62: Frequency of use of foot powder/deodorant, November 2010
                                                                                                                                                  • Figure 63: Frequency of use of foot wash/soak/scrub, November 2010
                                                                                                                                                  • Figure 64: Frequency of use of nail polish, November 2010
                                                                                                                                                  • Figure 65: Frequency of use of nail polish remover, November 2010
                                                                                                                                                  • Figure 66: Frequency of use of false nails/gel nails, November 2010
                                                                                                                                                  • Figure 67: Frequency of use of cuticle cream/oil, November 2010
                                                                                                                                                  • Figure 68: Frequency of use of nail treatments, November 2010
                                                                                                                                                  • Figure 69: Frequency of use of skin and nail supplements, November 2010
                                                                                                                                              • Appendix – The Consumer – Attitudes Towards Hand, Nail and Foot Care

                                                                                                                                                  • Figure 70: Attitudes towards hand, nail and foot care – I feel more confident when my hands and nails are well cared for, November 2010
                                                                                                                                                  • Figure 71: Attitudes to hand, nail and foot care – Hands reveal a person’s age as much as their face, November 2010
                                                                                                                                                  • Figure 72: Attitudes to hand, nail and foot care – Badly cared for nails create a bad overall impression, November 2010
                                                                                                                                                  • Figure 73: Attitudes to hand, nail and foot care – I’m embarrassed about showing my feet in public, November 2010
                                                                                                                                                  • Figure 74: Attitudes to hand, nail and foot care – I always have hand cream/lotion to use out of home (eg. in my bag/on my desk), November 2010
                                                                                                                                                  • Figure 75: Attitudes to hand, nail and foot care – I pay more attention to my feet during the summer, November 2010
                                                                                                                                                  • Figure 76: Attitudes to hand, nail and foot care – I like my feet to look nice all year round, November 2010
                                                                                                                                                  • Figure 77: Attitudes towards hand, nail and foot care – Nail varnish is fiddly and time consuming to apply, November 2010
                                                                                                                                                  • Figure 78: Attitudes towards hand, nail and foot care – I use the same amount of hand and foot care products all year round, November 2010
                                                                                                                                                  • Figure 79: Attitudes towards hand, nail and foot care – I use the same amount of hand and foot care products in the Summer, November 2010
                                                                                                                                                  • Figure 80: Types of hand and foot care products used and usage frequency, by Statements on hands, nails and feet, November 2010 (Continued), November 2010
                                                                                                                                              • Appendix – The Consumer – Attitudes to Hand, Nail and Foot Care Purchases

                                                                                                                                                  • Figure 81: Attitudes to hand, nail and foot care purchases – hand care (I), November 2010
                                                                                                                                                  • Figure 82: Attitudes to hand, nail and foot care purchases – hand care (II), November 2010
                                                                                                                                                  • Figure 83: Attitudes to hand, nail and foot care purchases – hand care (III), November 2010
                                                                                                                                                  • Figure 84: Attitudes to hand, nail and foot care purchases – Foot care (I), November 2010
                                                                                                                                                  • Figure 85: Attitudes to hand, nail and foot care purchases – Foot care (II), November 2010
                                                                                                                                                  • Figure 86: Attitudes to hand, nail and foot care purchases – Foot care (III), November 2010

                                                                                                                                              Companies Covered

                                                                                                                                              • Advertising Standards Authority
                                                                                                                                              • Aveda
                                                                                                                                              • Avon Cosmetics Ltd
                                                                                                                                              • Barry M Cosmetics
                                                                                                                                              • Beiersdorf UK Ltd
                                                                                                                                              • Clarins UK Ltd
                                                                                                                                              • Coty UK Ltd
                                                                                                                                              • Del Laboratories, Inc.
                                                                                                                                              • Estée Lauder Companies Inc. (The)
                                                                                                                                              • Jergens Naturals
                                                                                                                                              • Johnson & Johnson
                                                                                                                                              • L'Occitane Ltd
                                                                                                                                              • L'Oréal (UK)
                                                                                                                                              • Lancôme
                                                                                                                                              • Marks & Spencer
                                                                                                                                              • Max Factor
                                                                                                                                              • McNeil Healthcare (UK) Limited
                                                                                                                                              • OPI Products Inc.
                                                                                                                                              • Procter & Gamble UK & Ireland
                                                                                                                                              • Reckitt Benckiser (UK)
                                                                                                                                              • Reebok International Ltd
                                                                                                                                              • Revlon Group Ltd (UK)
                                                                                                                                              • Roger & Gallet
                                                                                                                                              • Schering-Plough Corporation
                                                                                                                                              • Scholl Consumer Products Ltd
                                                                                                                                              • Sephora
                                                                                                                                              • Superdrug Stores Plc
                                                                                                                                              • The Body Shop - Retail Sales
                                                                                                                                              • Unilever Plc
                                                                                                                                              • Vichy Laboratories
                                                                                                                                              • Vie Cosmetics Ltd
                                                                                                                                              • Yves Rocher Groupe
                                                                                                                                              • Yves Saint Laurent

                                                                                                                                              Hand, Nail and Foot Care - UK - January 2011

                                                                                                                                              £1,995.00 (Excl.Tax)