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Women's Bodycare - UK - March 2009

Three quarters of women now use bodycare, but many are prepared to compromise by using multipurpose products. However, bodycare brands are continually seeking out new niches targeting women’s specific bodycare concerns. Women are being targeted with increasing numbers of firming, anti-cellulite and anti-ageing formulations.

As the UK recession deepens, women may look for cheaper alternatives and even make do with bath and shower products that offer moisturising benefits. The UK’s £297 million bodycare market could suffer as a result.

Key themes

  • Trend towards multipurpose bodycare as a money-saving exercise when times are tough.

  • Targeting the different bodycare needs of women as they age.

  • Growth in natural formulations.

  • The challenges of seasonality.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Driving excitement to prompt memory
              • Finding the time but not the money
                • Insight
                  • Seasons to warm sales all year round
                  • Market in Brief

                    • Credit crunch
                      • Demographic differences
                        • Natural potential
                          • Gradual tanners gain popularity
                            • Future
                            • Internal Market Environment

                              • Key points
                                • Attitudes towards personal appearance
                                  • Figure 1: Trends in attitudes towards personal appearance – women, 2004-08
                                • Sports and exercise
                                  • Figure 2: Trends in attitudes towards sports and exercise – women, 2004-08
                                • What exercise are they doing?
                                  • Figure 3: Exercise done in the last month and how often – women, 2004-08
                                • Seasonality
                                  • The natural trend
                                  • Broader Market Environment

                                    • Key points
                                      • Population
                                        • Figure 4: Structure of the UK female population, by age, 2003-13
                                      • Working women
                                        • Figure 5: Working status of women, 2004-08
                                      • The ASA vs online product claims
                                      • Competitive Context

                                        • Key points
                                          • Bodycare in context
                                            • Figure 6: UK innovation in skincare products, by sub-category, January-November 2008
                                          • Multipurpose products save time and money
                                            • Skincare benefits in non-skincare products
                                              • Figure 7: Products making the moisturising/hydrating claim, by category, February-November 2008
                                            • Dieting and exercise
                                              • Anti-obesity campaigns
                                                • Seasonal element
                                                • Strengths and Weaknesses in the Market

                                                  • Strengths
                                                    • Weaknesses
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Trend in new product launches
                                                          • Hand care drives growth in NPD
                                                            • Figure 8: Index for UK innovation in bodycare, by sub-category, 2003-08
                                                          • Bodycare dominates
                                                            • Figure 9: UK innovation in bodycare, by sub-category, 2003-08
                                                          • Innovation by company
                                                            • Leading own-label more active than leading brand
                                                              • Figure 10: Innovation in bodycare, by company, 2006-08
                                                            • Summer is peak season for bodycare
                                                              • Figure 11: Seasonal launch activity of bodycare products by month, cumulatively calculated, 2003-08
                                                            • Product positioning
                                                              • Botanical and herbal top the positioning tables
                                                                • Figure 12: Top five product positioning claims in bodycare launches, 2006-08
                                                              • Men and bodycare
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Figure 13: UK value sales of bodycare, at current and constant prices, 2003-13
                                                                • A maturing market
                                                                  • Spa at home
                                                                    • The future of the market
                                                                      • Factors used in the forecast
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Body products dominate
                                                                            • Figure 14: Retail value sales of bodycare, by category, at current and constant prices, 2003-13
                                                                          • Bodycare
                                                                            • Hand care taps into demographic growth
                                                                              • Footcare
                                                                                • Sales of bodycare by segment
                                                                                  • Figure 15: Retail value sales of bodycare, by segment, 2006-08
                                                                                • Trading up to targeted products
                                                                                  • Body butters
                                                                                    • Gradual tanning moisturisers
                                                                                    • Market Share

                                                                                      • Key points
                                                                                        • Bodycare
                                                                                          • Figure 16: Manufacturers’ shares in bodycare, 2006-08
                                                                                        • By segment
                                                                                          • Bodycare
                                                                                            • Figure 17: Brand shares in bodycare, 2006-08
                                                                                        • Companies and Products

                                                                                          • Brand map
                                                                                            • Figure 18: Brand map of bodycare, 2008
                                                                                          • Unilever
                                                                                            • Johnson & Johnson
                                                                                              • Beiersdorf
                                                                                                • L’Oréal
                                                                                                  • Boots
                                                                                                    • Procter & Gamble
                                                                                                      • St Ives
                                                                                                        • Own-label
                                                                                                          • Other
                                                                                                            • Reckitt Benckiser
                                                                                                              • ET Browne
                                                                                                                • Burt’s Bees
                                                                                                                  • Niche brands
                                                                                                                  • Brand Elements

                                                                                                                      • Brand map
                                                                                                                        • Figure 19: Attitudes and usage of bodycare brands, January 2009
                                                                                                                      • Vaseline
                                                                                                                        • What the consumer thinks
                                                                                                                          • Figure 20: Attitudes towards the Vaseline brand, January 2009
                                                                                                                        • Botanics (Boots)
                                                                                                                          • What the consumer thinks
                                                                                                                            • Figure 21: Attitudes towards the Botanics brand, January 2009
                                                                                                                          • Dove
                                                                                                                            • What the consumer thinks
                                                                                                                              • Figure 22: Attitudes towards the Dove brand, January 2009
                                                                                                                            • Johnson’s
                                                                                                                              • What the consumer thinks
                                                                                                                                • Figure 23: Attitudes towards the Johnson’s brand, January 2009
                                                                                                                              • NIVEA
                                                                                                                                • What the consumer thinks
                                                                                                                                  • Figure 24: Attitudes towards the NIVEA brand, January 2009
                                                                                                                                • Brand qualities of bodycare brands
                                                                                                                                  • Health and care paramount
                                                                                                                                    • Figure 25: Personalities of various bodycare brands, January 2009
                                                                                                                                  • Experience of bodycare brands
                                                                                                                                    • Botanics lacks awareness
                                                                                                                                      • Figure 26: Consumer usage of various bodycare brands, January 2009
                                                                                                                                    • Brand intentions for bodycare brands
                                                                                                                                      • NIVEA, Vaseline, Johnson’s and Dove have equal retention
                                                                                                                                        • Figure 27: Consideration of various bodycare brands, January 2009
                                                                                                                                      • Brand momentum for bodycare brands
                                                                                                                                        • Dove gaining most ground
                                                                                                                                          • Figure 28: Momentum of various bodycare brands, January 2009
                                                                                                                                        • Brand motivation for bodycare brands
                                                                                                                                          • Dove tops for bodycare, Vaseline best for hands
                                                                                                                                            • Figure 29: Motivation for choosing various bodycare brands, January 2009
                                                                                                                                          • Brand satisfaction for bodycare brands
                                                                                                                                            • Dove, Johnson’s and NIVEA similarly excellent
                                                                                                                                              • Figure 30: Satisfaction with various bodycare brands, January 2009
                                                                                                                                            • Brand commitment to bodycare brands
                                                                                                                                              • Recommendation high, but without brand loyalty
                                                                                                                                                • Figure 31: Commitment to various bodycare brands, January 2009
                                                                                                                                              • Round up
                                                                                                                                              • Brand Communication and Promotion

                                                                                                                                                • Key points
                                                                                                                                                  • 2004 Dove campaign overshadows adspend to 2008
                                                                                                                                                    • Figure 32: Main monitored media advertising spend on bodycare, 2004-08
                                                                                                                                                  • Adspend by advertiser
                                                                                                                                                    • Figure 33: Main monitored media advertising spend on bodycare, by top ten advertisers, 2004-08
                                                                                                                                                  • Advertising by media
                                                                                                                                                    • Figure 34: Main monitored media advertising spend on bodycare, by media type, 2004-08
                                                                                                                                                  • Advertising themes
                                                                                                                                                    • Young versus mature
                                                                                                                                                      • Problem solving
                                                                                                                                                        • Texture sensations
                                                                                                                                                          • A natural theme
                                                                                                                                                          • Channels to Market

                                                                                                                                                            • Key points
                                                                                                                                                              • Bodycare distribution
                                                                                                                                                                • Figure 35: Retail distribution of bodycare, 2006-08
                                                                                                                                                              • Key channels of distribution
                                                                                                                                                                • Direct sellers
                                                                                                                                                                  • Other distribution
                                                                                                                                                                  • European Comparison

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Difference in attitudes
                                                                                                                                                                        • Attitudes towards personal appearance
                                                                                                                                                                          • Figure 36: Attitudes towards personal appearance, by country – women, 2008
                                                                                                                                                                        • Attitudes towards exercise
                                                                                                                                                                          • Figure 37: Attitudes towards sports and exercises, by country – women, 2008
                                                                                                                                                                        • Attitudes towards weight loss
                                                                                                                                                                          • Figure 38: Attitudes towards weight, by country – women, 2008
                                                                                                                                                                        • European usage and frequency
                                                                                                                                                                          • Figure 39: Penetration and frequency of using bodycare products, by type, by country – women, 2008
                                                                                                                                                                      • The Consumer – Usage and Frequency

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Bodycare
                                                                                                                                                                            • Figure 40: Trends in frequency of usage of bodycare products, by type – women, 2004-08
                                                                                                                                                                          • Hand creams
                                                                                                                                                                            • Figure 41: Trends in frequency of usage of hand creams and lotions, by type – women, 2004-08
                                                                                                                                                                          • Attitudes towards appearance by product use
                                                                                                                                                                            • Figure 42: Usage of bodycare products, by attitudes – women, 2008
                                                                                                                                                                        • The Consumer – Body Insecurities and Concerns

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Body concerns
                                                                                                                                                                                • Figure 43: Women’s body concerns, December 2008
                                                                                                                                                                              • Dry skin
                                                                                                                                                                                • Hard skin
                                                                                                                                                                                  • Excess weight, cellulite sagginess
                                                                                                                                                                                    • Number of concerns women have about their bodies
                                                                                                                                                                                      • Figure 44: Number of concerns women have about their bodies, December 2008
                                                                                                                                                                                  • Consumer Specialist Bodycare Use and Purchase

                                                                                                                                                                                    • Key points
                                                                                                                                                                                        • Figure 45: Parts of the body for which women have bought or used specialist skincare products, December 2008
                                                                                                                                                                                      • Upper body strength
                                                                                                                                                                                        • Lower body making strides
                                                                                                                                                                                          • A lot to make up on the middle ground
                                                                                                                                                                                            • Number of body parts women use specific skincare products for
                                                                                                                                                                                              • Figure 46: Number of body parts women use specific skincare products for, December 2008
                                                                                                                                                                                          • The Consumer – Attitudes Towards Bodycare

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • General approach to bodycare
                                                                                                                                                                                                  • Figure 47: Attitudes towards bodycare, December 2008
                                                                                                                                                                                                • Tapping into routine
                                                                                                                                                                                                  • Body crunches
                                                                                                                                                                                                    • Experimental users
                                                                                                                                                                                                      • Seasonality
                                                                                                                                                                                                        • Target groups for attitudes towards bodycare
                                                                                                                                                                                                          • Figure 48: Target groups on attitudes towards bodycare, December 2008
                                                                                                                                                                                                        • Multipurpose focused (33% of respondents)
                                                                                                                                                                                                          • Who are they?
                                                                                                                                                                                                            • Summer motivated (11% of respondents)
                                                                                                                                                                                                              • Who are they?
                                                                                                                                                                                                                • Unconcerned (25% of respondents)
                                                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                                                    • Neglecters (18% of respondents)
                                                                                                                                                                                                                      • Who are they?
                                                                                                                                                                                                                        • Enthusiasts (13% of respondents)
                                                                                                                                                                                                                          • Who are they?
                                                                                                                                                                                                                          • Appendix

                                                                                                                                                                                                                            • Consumer research
                                                                                                                                                                                                                              • ACORN
                                                                                                                                                                                                                                • Advertising data
                                                                                                                                                                                                                                • Appendix – The Consumer – Usage and Frequency

                                                                                                                                                                                                                                    • Bodycare
                                                                                                                                                                                                                                      • Figure 49: Penetration and frequency of using body creams andlotions – women, by demographic sub-group, 2008
                                                                                                                                                                                                                                    • Hand creams and lotions
                                                                                                                                                                                                                                      • Figure 50: Penetration and frequency of using hand creams and lotions – women, by demographic sub-group, 2008
                                                                                                                                                                                                                                  • Appendix – The Consumer – Body Insecurities and Concerns

                                                                                                                                                                                                                                      • Figure 51: Women’s body concerns, by demographic sub-group, December 2008
                                                                                                                                                                                                                                    • Number of insecurities women have about their bodies
                                                                                                                                                                                                                                      • Figure 52: Number of concerns that women have about their body, by concerns (column %), December 2008
                                                                                                                                                                                                                                      • Figure 53: Number of concerns that women have about their bodies, by number of body parts they use specific skincare products for (column %), December 2008
                                                                                                                                                                                                                                      • Figure 54: Number of concerns women have about their bodies, by demographic sub-group (row %), December 2008
                                                                                                                                                                                                                                  • Appendix – Consumer Specialist Bodycare Use and Purchase

                                                                                                                                                                                                                                      • Figure 55: Parts of the body for which women have bought or used specialist skincare products, by demographic sub-group, December 2008
                                                                                                                                                                                                                                    • Number of body parts specialist products are used for
                                                                                                                                                                                                                                      • Figure 56: Number of body parts women use specific skincare products for (column %), December 2008
                                                                                                                                                                                                                                      • Figure 57: Number of body parts women use specific skincare products for, by demographic sub-group (row %), December 2008
                                                                                                                                                                                                                                    • Body parts nets
                                                                                                                                                                                                                                      • Figure 58: Usage of skincare products made for specific body parts, by demographic sub-group (row %), December 2008
                                                                                                                                                                                                                                    • Body concerns by specialist product use
                                                                                                                                                                                                                                      • Figure 59: Usage of skincare products made for specific body parts, by body concerns, December 2008
                                                                                                                                                                                                                                  • Appendix – The Consumer – Attitudes Towards Bodycare

                                                                                                                                                                                                                                      • Figure 60: Attitudes towards bodycare, by demographic sub-group, December 2008
                                                                                                                                                                                                                                      • Figure 61: Attitudes towards bodycare, by demographic sub-group, December 2008
                                                                                                                                                                                                                                      • Figure 62: Target groups on attitudes towards bodycare, by demographic sub-group (row %), December 2008
                                                                                                                                                                                                                                    • Attitudes towards bodycare by usage of skincare for specific body parts
                                                                                                                                                                                                                                      • Figure 63: Target groups on attitudes towards bodycare, by usage of skincare products made for specific body parts (column %), December 2008
                                                                                                                                                                                                                                      • Figure 64: Target groups on attitudes towards bodycare, by number of skincare products used that are made for specific body parts (column %), December 2008

                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                  • Advertising Standards Authority
                                                                                                                                                                                                                                  • Alberto-Culver Company (UK)
                                                                                                                                                                                                                                  • Alliance Boots
                                                                                                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                                                                                                  • Avon Cosmetics Ltd
                                                                                                                                                                                                                                  • Beiersdorf UK Ltd
                                                                                                                                                                                                                                  • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                                  • Bulgari S.p.A. [Bvlgari]
                                                                                                                                                                                                                                  • Burt's Bees Inc.
                                                                                                                                                                                                                                  • Chanel Ltd (UK)
                                                                                                                                                                                                                                  • Christian Dior
                                                                                                                                                                                                                                  • Clarins UK Ltd
                                                                                                                                                                                                                                  • Clarks of England USA
                                                                                                                                                                                                                                  • Clorox Company , The
                                                                                                                                                                                                                                  • Co-operative Group
                                                                                                                                                                                                                                  • Crabtree & Evelyn Ltd
                                                                                                                                                                                                                                  • Dr Andrew Weil
                                                                                                                                                                                                                                  • E.T. Browne Drug Co., Inc.
                                                                                                                                                                                                                                  • Eg Eucerin
                                                                                                                                                                                                                                  • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                                                                  • French Connection (Retail)
                                                                                                                                                                                                                                  • Garnier
                                                                                                                                                                                                                                  • Greenpeace International
                                                                                                                                                                                                                                  • ITV plc
                                                                                                                                                                                                                                  • J. Choo Limited
                                                                                                                                                                                                                                  • J. Sainsbury
                                                                                                                                                                                                                                  • Johnson & Johnson Ltd
                                                                                                                                                                                                                                  • King of Shaves Company Ltd.
                                                                                                                                                                                                                                  • L'Occitane Ltd
                                                                                                                                                                                                                                  • L'Oréal (UK)
                                                                                                                                                                                                                                  • Lancôme
                                                                                                                                                                                                                                  • Lidl (UK)
                                                                                                                                                                                                                                  • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                                                                                                                                  • Molton Brown
                                                                                                                                                                                                                                  • Neutrogena Corporation
                                                                                                                                                                                                                                  • Nivea
                                                                                                                                                                                                                                  • Olay Company, Inc.
                                                                                                                                                                                                                                  • Oriflame Cosmetics (UK & Ireland)
                                                                                                                                                                                                                                  • Original Additions Ltd
                                                                                                                                                                                                                                  • Origins Natural Resources, Inc.
                                                                                                                                                                                                                                  • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                                                                  • Pretty Polly Ltd
                                                                                                                                                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                                                                                                                                                  • QVC
                                                                                                                                                                                                                                  • Reckitt Benckiser (UK)
                                                                                                                                                                                                                                  • REN Ltd
                                                                                                                                                                                                                                  • Royal Botanic Gardens, Kew
                                                                                                                                                                                                                                  • Scholl Consumer Products Ltd
                                                                                                                                                                                                                                  • Superdrug Stores Plc
                                                                                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                                                                                  • The Body Shop - Retail Sales
                                                                                                                                                                                                                                  • Unilever Plc
                                                                                                                                                                                                                                  • Veet
                                                                                                                                                                                                                                  • Vie at Home
                                                                                                                                                                                                                                  • Waitrose
                                                                                                                                                                                                                                  • Weleda
                                                                                                                                                                                                                                  • Whole Foods Market (UK)
                                                                                                                                                                                                                                  • Whole Foods Market Inc

                                                                                                                                                                                                                                  Women's Bodycare - UK - March 2009

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