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Women's Bodycare - UK - July 2012

“Shifting demographics can put body, hand and footcare marketers in a fix. On the one hand, although known to be less frequent users, brands will need to place some attention to tending to older women.

Body, hand and footcare regimes are limited most frequently to after showering, before going to bed or first thing in the morning. In order to promote more convenient and frequent usage, products are boasting rapid-absorbing formulas and easy-to-apply formats, such as mists and sticks.”

– Alexandra Richmond, Head of Beauty and Personal care

Some questions answered in this report include:

  • How can body, hand and footcare stand out and generate sales?
  • Who should body, hand and footcare brands be marketing to?
  • The convenience of body, hand and footcare: how to encourage usage?
  • Can body, hand and footcare really deal with the eternal issue of weight?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast UK sales of body, hand and footcare, 2007-17
            • Market factors
              • Figure 2: Attitudes towards appearance by usage of bodycare products, by women, 2011
            • Product launches
              • Figure 3: Year on year % change in women’s bodycare new launches in the UK by year, 2007/08-2010/11
            • Usage
              • Figure 4: Frequency of using body, hand and foot creams and lotions, 2011
            • The consumer
              • What we think
              • Issues in the Market

                  • How can body, hand and footcare stand out and generate sales?
                    • Who should body, hand and footcare brands be marketing to?
                      • The convenience of body, hand and footcare: how to encourage usage?
                        • Can body, hand and footcare really deal with the eternal issue of weight?
                        • Trend Application

                            • Trend: Life Hacking
                              • Trend: Sense of Intense
                                • Trend: Why Buy?
                                  • Trend: 2015 Access Anything Anywhere
                                  • Market Environment

                                    • Key points
                                      • Attitudes towards appearance
                                        • Figure 5: Attitudes towards appearance by usage of bodycare products, by women, 2011
                                      • One in five women spend a lot of money on cosmetics and toiletries
                                        • Figure 6: Women who spend a lot of money on toiletries and cosmetics for personal use, 2007-11
                                      • The impact of weight
                                        • Figure 7: Trends in women’s attitudes towards weight, 2007-11
                                      • The role of the beauty salon
                                        • Figure 8: Frequency of visiting beauty salons, 2011
                                      • Self-tanning vs. gradual tan
                                        • Figure 9: Trends in type of suntan and sun protection products (including self-tanning) used, 2007-11
                                      • Impact of seasonal change
                                        • Figure 10: Spring and Summer sunshine and rainfall trends, 2000-12
                                      • Holidaying at home
                                        • Figure 11: Proportion of holidays taken at home (domestic) or abroad (overseas), 2006-11
                                      • Product use changes with age
                                        • Figure 12: Trends in the age structure of the UK female population, 2007-17
                                    • Strengths and Weaknesses

                                      • Strengths
                                        • Weaknesses
                                        • Who’s Innovating?

                                          • Key points
                                            • Bodycare
                                              • Figure 13: Women’s bodycare, new launches in the UK by year, 2007-12
                                            • Just 20 companies account for almost half of bodycare launches
                                              • Figure 14: Women’s bodycare, new launches by top 20 companies, 2011
                                            • At brand level, innovation is fragmented
                                              • Figure 15: Women’s bodycare, new launches at brand level, 2011
                                              • Figure 16: Women’s bodycare, new launches by top 20 brands, 2011
                                            • Botanical bodycare is the natural direction for innovation
                                              • Figure 17: Women’s bodycare, new launches by top 20 claims, 2011
                                            • Almost two out of three launches are range extensions
                                              • Figure 18: Women’s bodycare, new launches by launch type, 2011
                                            • Product examples
                                              • Anti-ageing and high tech
                                                • Sensorial
                                                  • Exfoliating
                                                    • The designer body
                                                      • Glamorous and glimmering
                                                        • Sprays
                                                          • Textures
                                                            • Gift sets
                                                              • Beach wear
                                                                • Footcare
                                                                  • Avon dominates footcare launches
                                                                    • Figure 19: UK Footcare, new launches by top 20 companies, 2011
                                                                  • Direct sellers running away with innovation in footcare
                                                                    • Figure 20: UK footcare, new launches by top 20 brands, 2011
                                                                  • 8/10 footcare launches bear botanical claims
                                                                    • Figure 21: UK footcare, new launches by top 20 claims, 2011
                                                                  • Immaturity of footcare provides platform for totally new launches
                                                                    • Figure 22: UK footcare, new launches by launch type 2011
                                                                  • Product examples
                                                                    • Handcare
                                                                      • M&S leads handcare innovation in 2011
                                                                        • Figure 23: UK handcare & nailcare, new launches by top 20 companies, 2011
                                                                      • Innovation in hand and nailcare is extremely fragmented
                                                                        • Figure 24: UK handcare & nailcare, new launches by top 20 brands, 2011
                                                                      • Focus on moisturising benefits of hand and nailcare launches
                                                                        • Figure 25: UK handcare & nailcare, new launches by top 20 claims, 2011
                                                                        • Figure 26: UK handcare & nailcare, new launches by launch type, 2011
                                                                      • Product examples
                                                                        • Innovation from outside of the UK
                                                                          • Germany
                                                                            • Ireland
                                                                              • Greece
                                                                                • Japan
                                                                                  • US
                                                                                    • South Africa
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Figure 27: UK retail value sales of body, hand and footcare, 2007-17
                                                                                      • No real growth forecast
                                                                                        • Forecast methodology
                                                                                          • Figure 28: Best- and worst-case forecast UK sales of body, hand and footcare, 2007-17
                                                                                        • Bodycare
                                                                                          • Figure 29: Best- and worst-case forecast UK sales of bodycare, 2007-17
                                                                                        • Handcare
                                                                                          • Figure 30: Best- and worst-case forecast UK sales of handcare, 2007-17
                                                                                        • Footcare
                                                                                          • Figure 31: Best- and worst-case forecast UK sales of footcare, 2007-17
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Bodycare segment to buoy the market
                                                                                            • Figure 32: UK retail value sales of body, hand and footcare, by segment, 2007-17
                                                                                          • Less importance to be placed on bodycare
                                                                                          • Market Share

                                                                                            • Key points
                                                                                              • Trust takes Unilever to the top of the tree
                                                                                                • Figure 33: Manufacturers’ shares in bodycare*, 2011
                                                                                              • Brand awareness boosts Beiersdorf
                                                                                                • Research key to keeping a lead on the market
                                                                                                • Companies and Products

                                                                                                  • Unilever
                                                                                                      • Figure 34: Financial performance of Unilever, 2010-11
                                                                                                      • Figure 35: New product launches by Unilever in women’s bodycare, in the UK, Jan 2011-April 2012
                                                                                                    • Johnson & Johnson
                                                                                                        • Figure 36: Financial performance of Johnson & Johnson Ltd, 2010-11
                                                                                                        • Figure 37: New product launches by Johnson & Johnson in women’s bodycare, in the UK, Jan 2011-April 2012
                                                                                                      • Beiersdorf
                                                                                                          • Figure 38: Financial performance of Beiersdorf, 2010-11
                                                                                                          • Figure 39: Financial performance of Beiersdorf UK Ltd, 2009-10
                                                                                                          • Figure 40: New product launches by Beiersdorf in women’s bodycare, in the UK, Jan 2011-April 2012
                                                                                                        • L’Oréal
                                                                                                            • Figure 41: Financial performance of L’Oréal, 2010-11
                                                                                                            • Figure 42: Financial performance of L’Oréal (UK) Ltd, 2009-10
                                                                                                            • Figure 43: New product launches by L’Oréal in women’s bodycare, in the UK, Jan 2011-April 2012
                                                                                                          • Reckitt Benckiser
                                                                                                              • Figure 44: Financial performance of Reckitt Benckiser UK Ltd, 2010-11
                                                                                                              • Figure 45: New product launches by Reckitt Benckiser in women’s bodycare, in the UK, Jan 2011-April 2012
                                                                                                            • Boots UK
                                                                                                                • Figure 46: Financial performance of Alliance Boots, 2010-11
                                                                                                                • Figure 47: New product launches by Alliance Boots in women’s bodycare, in the UK, Jan 2011-April 2012
                                                                                                            • Brand Research

                                                                                                              • Brand map
                                                                                                                  • Figure 48: Attitudes towards and usage of brands in the bodycare sector, May 2012
                                                                                                                • Correspondence analysis
                                                                                                                  • Brand attitudes
                                                                                                                    • Figure 49: Attitudes by bodycare brands, May 2012
                                                                                                                  • Brand personality
                                                                                                                    • Figure 50: Bodycare brand personality – macro image, May 2012
                                                                                                                    • Figure 51: Bodycare brand personality – micro image, May 2012
                                                                                                                  • Brand experience
                                                                                                                    • Figure 52: Bodycare brand usage, May 2012
                                                                                                                    • Figure 53: Satisfaction with various bodycare brands, May 2012
                                                                                                                    • Figure 54: Consideration of bodycare brands, May 2012
                                                                                                                    • Figure 55: Consumer perceptions of current bodycare brand performance, May 2012
                                                                                                                    • Figure 56: Bodycare brand recommendation – Net Promoter Score, May 2012
                                                                                                                  • Brand index
                                                                                                                    • Figure 57: Bodycare brand index, May 2012
                                                                                                                    • Figure 58: Bodycare brand index vs. recommendation, May 2012
                                                                                                                  • Target group analysis
                                                                                                                    • Figure 59: Target groups, May 2012
                                                                                                                    • Figure 60: Bodycare brand usage, by target groups, May 2012
                                                                                                                  • Group One – Conformists
                                                                                                                    • Group Two – Simply the Best
                                                                                                                      • Group Three – Shelf Stalkers
                                                                                                                        • Group Four – Habitual Shoppers
                                                                                                                          • Group Five – Individualists
                                                                                                                          • Brand Communication and Promotion

                                                                                                                            • Key points
                                                                                                                              • Increase in adspend reflects rise in innovation
                                                                                                                                • Figure 61: Main monitored media advertising spend on women’s body, hand and footcare, 2008-11
                                                                                                                              • Leading advertisers are leading innovators
                                                                                                                                • Figure 62: Main monitored media advertising spend on women’s bodycare, % share by top 10 advertisers, 2008-11
                                                                                                                              • TV spend declines as social media becomes increasingly important
                                                                                                                                • Figure 63: Main monitored media advertising spend on women’s bodycare, % share by media type, 2008-11
                                                                                                                            • Channels to Market

                                                                                                                              • Key points
                                                                                                                                • Mass market channels dominate distribution
                                                                                                                                  • Figure 64: Retail distribution of body, hand and footcare, 2009-11
                                                                                                                              • Product Usage and Frequency

                                                                                                                                • Key points
                                                                                                                                  • Body creams and lotions
                                                                                                                                    • Figure 65: Trends in frequency of using body creams and lotions, 2007-11
                                                                                                                                  • Fewer opportunities for use
                                                                                                                                    • Interest in appearance is a key driver of use
                                                                                                                                      • Reasons for use
                                                                                                                                        • Figure 66: Trends in reason for using body creams and lotions, 2007-11
                                                                                                                                      • Handcare
                                                                                                                                        • Figure 67: Trends in frequency of using hand creams and lotions, 2007-11
                                                                                                                                      • Manual tasks drive use of hand creams
                                                                                                                                        • Figure 68: Frequency of use of hand creams and lotions, by age, 2011
                                                                                                                                      • Hand creams not a necessity for lower social grades.
                                                                                                                                        • Footcare
                                                                                                                                          • Figure 69: Trends in frequency of using footcare products, 2009-11
                                                                                                                                        • Focusing on foot health
                                                                                                                                          • Figure 70: Trends in types of footcare products used, 2009-11
                                                                                                                                        • Fashion currently out of step for footcare
                                                                                                                                        • Occasions of Use

                                                                                                                                          • Key points
                                                                                                                                            • Hand and bodycare use is part of the grooming routine
                                                                                                                                              • Figure 71: Hand and body lotion usage occasions by usage of hand lotion products, May 2012
                                                                                                                                            • Least frequent users do not incorporate lotions into daily tasks
                                                                                                                                            • Desirable Attributes of Hand and Body Lotion

                                                                                                                                              • Key points
                                                                                                                                                • Women want proof that products work
                                                                                                                                                  • Figure 72: Hand and body lotion attributes by category, May 2012
                                                                                                                                                • Results drive purchase motivation
                                                                                                                                                  • Figure 73: Hand and body lotion attributes within the appearance enhancing category, May 2012
                                                                                                                                                • Women’s are led by their noses
                                                                                                                                                  • Figure 74: Hand and body lotion attributes within the scent category, May 2012
                                                                                                                                                • Sensitive skin
                                                                                                                                                  • Figure 75: Hand and body lotion attributes within the sensitive skin category, May 2012
                                                                                                                                                • Natural and eco concerns
                                                                                                                                                  • Figure 76: Difference between all women and those who are motivated by natural or eco hand and body lotion attributes, May 2012
                                                                                                                                                • Combatting dry skin is top priority for women
                                                                                                                                                  • Figure 77: Hand and body lotion attributes, by hand and body lotion attributes, May 2012
                                                                                                                                              • Shopping for Body and Handcare Products

                                                                                                                                                • Key points
                                                                                                                                                  • Brand loyalty
                                                                                                                                                    • Figure 78: Attitudes towards buying hand and body lotion, May 2012
                                                                                                                                                  • Too many temptations results in low levels of loyalty
                                                                                                                                                    • Savvy shopping sees women switching
                                                                                                                                                      • Place of purchase
                                                                                                                                                        • Figure 79: Retailers used to buy beauty or personal care goods in the last 6 months by usage of hand and body lotion, May 2012
                                                                                                                                                    • Appendix – Market Environment

                                                                                                                                                        • Figure 80: Women’s attitudes towards personal appearance, by demographics, 2011
                                                                                                                                                        • Figure 81: Women’s attitudes towards weight, by demographics, 2011
                                                                                                                                                        • Figure 82: Frequency of visiting beauty salons, by demographics, 2011
                                                                                                                                                        • Figure 83: Spring and Summer sunshine and rainfall trends, 2000-12
                                                                                                                                                        • Figure 84: Number of domestic and overseas holidays, 2006-11
                                                                                                                                                    • Appendix – Brand Research

                                                                                                                                                        • Figure 85: Brand usage, May 2012
                                                                                                                                                        • Figure 86: Brand commitment, May 2012
                                                                                                                                                        • Figure 87: Brand momentum, May 2012
                                                                                                                                                        • Figure 88: Brand diversity, May 2012
                                                                                                                                                        • Figure 89: Brand satisfaction, May 2012
                                                                                                                                                        • Figure 90: Brand recommendation, May 2012
                                                                                                                                                        • Figure 91: Brand attitude, May 2012
                                                                                                                                                        • Figure 92: Brand image – macro image, May 2012
                                                                                                                                                        • Figure 93: Brand image – micro image, May 2012
                                                                                                                                                        • Figure 94: Profile of target groups by demographic, May 2012
                                                                                                                                                        • Figure 95: Psychographic segmentation, by target group, May 2012
                                                                                                                                                        • Figure 96: Brand usage, by target group, May 2012
                                                                                                                                                      • Brand index
                                                                                                                                                        • Figure 97: Brand index, May 2012
                                                                                                                                                    • Appendix – Brand Communication and Promotion

                                                                                                                                                        • Figure 98: Main monitored media advertising spend on women’s bodycare, % share by media type, 2008-11
                                                                                                                                                    • Appendix – Usage and Frequency

                                                                                                                                                        • Figure 99: Frequency of use of body creams and lotions, by demographics, 2011
                                                                                                                                                        • Figure 100: Frequency of using hand creams and lotions, by demographics, 2011
                                                                                                                                                        • Figure 101: Frequency of using footcare products, by demographics, 2011
                                                                                                                                                    • Appendix – Occasions of Use

                                                                                                                                                        • Figure 102: Hand and body lotion usage occasions, by usage of hand lotion products, May 2012
                                                                                                                                                        • Figure 103: Hand and body lotion usage occasions, by usage of body lotion products, May 2012
                                                                                                                                                        • Figure 104: Hand and body lotion usage occasions, by demographics May 2012
                                                                                                                                                        • Figure 105: Next most popular hand and body lotion usage occasions, by demographics May 2012
                                                                                                                                                    • Appendix – Desirable Attributes of Hand and Body Lotion

                                                                                                                                                        • Figure 106: Hand and body lotion attributes, by category May 2012
                                                                                                                                                        • Figure 107: Hand and body lotion attributes, by demographics May 2012
                                                                                                                                                        • Figure 108: Next most popular hand and body lotion attributes, by demographics May 2012
                                                                                                                                                    • Appendix – Consumer Shopping Behaviour

                                                                                                                                                        • Figure 109: Attitudes towards buying hand and body lotion, May 2012

                                                                                                                                                    Companies Covered

                                                                                                                                                    • Alliance Boots UK Retail
                                                                                                                                                    • Beiersdorf UK Ltd
                                                                                                                                                    • Johnson & Johnson Ltd
                                                                                                                                                    • L'Oréal (UK)
                                                                                                                                                    • Reckitt Benckiser (UK)
                                                                                                                                                    • The Body Shop - Retail Sales
                                                                                                                                                    • Unilever Plc

                                                                                                                                                    Women's Bodycare - UK - July 2012

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