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Brand Overview: BPC - UK - January 2019

"The changing nature of wellbeing presents opportunities. While previously consumer focus may have been mainly about the impact of products on the body, we are already starting to see the mind take equal precedence. The inclusion of probiotics, adaptogens and aromatherapy claims to keep the whole body in balance could all help brands to tap in to consumer demand for holistic solutions."
- Richard Hopping, Senior Brand and Household Analyst

This Report looks at the following areas:

  • Functionality drives caring image
  • Holistic approach may adjust definition of health and wellbeing
  • Expertise built over many years
  • Premium traits often guided by high prices
  • Lush sets the ethical standard in BPC
  • Consumers believe self-described brands are natural

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • Brand Leaders
            • Needs-based markets provide most used brands
              • Figure 1: Top brands in the BPC sector, by overall usage, January 2016-November 2018
            • Generation of pride appears influential on brand preference
              • Figure 2: Top brands in the BPC, by commitment (net of “It’s a favourite brand” and “I prefer this brand over others”), January 2016-November 2018
            • Lush stands out to consumers
              • Figure 3: Top brands in the BPC sector, by differentiation (net of “It’s a unique brand” and “It stands out as being somewhat different from other brands”, January 2016-November 2018
            • Gillette favoured by women
              • Figure 4: Top brands in the BPC sector, by satisfaction (net of “Excellent” and “good” reviews), January 2016-November 2018
            • BPC brands are among the leaders across all brands on trust
              • Figure 5: Top brands in the BPC sector, by agreement with “A brand that I trust”, January 2016-November 2018
            • Perception of value not simply based on price
              • Figure 6: Top brands in the BPC sector, by agreement with “A brand that offers good value”, January 2016-November 2018
            • Premium brands not necessarily seen as high quality
              • Figure 7: Top brands in the BPC sector, by agreement with “A brand that is consistently high quality”, January 2016-November 2018
            • BPC Hot Topics
              • Functionality drives caring image
                • Figure 8: Top brands in the BPC sector, by agreement with “A brand that cares about my health and wellbeing”, January 2016-November 2018
              • Holistic approach may adjust definition of health and wellbeing
                • Expertise built over many years
                  • Figure 9: Top brands in the BPC sector, by agreement with “Expert”, January 2016-November 2018
                • Premium traits often guided by high prices
                  • Figure 10: Top brands in the BPC sector, by agreement with “Exclusive”, January 2016-November 2018
                • Lush sets the ethical standard in BPC
                  • Figure 11: Top brands in the BPC sector, by agreement with “Ethical”, January 2016-November 2018
                • Consumers believe self-described brands are natural
                  • Figure 12: Top brands in the BPC sector, by agreement with “Natural”, January 2016-November 2018
                • What we think
                • Brand Leaders – What You Need to Know

                  • Needs-based markets provide most used brands
                    • Generation of pride appears influential on brand preference
                      • Lush stands out to consumers
                        • Gillette favoured by women
                          • BPC brands are among the leaders across all brands on trust
                            • Perception of value not simply based on price
                              • Premium brands not necessarily seen as high quality
                              • Brand Usage

                                • Needs-based markets provide most used brands
                                  • Figure 13: Top brands in the BPC sector, by overall usage, January 2016-November 2018
                                • Availability and price influences Boots Pharmaceuticals usage
                                  • NIVEA Men becoming a staple for men
                                    • Figure 14: Top brands in the BPC sector, by usage in the last 12 months, January 2016-November 2018
                                  • Lynx maintains usage base
                                    • Figure 15: Top brands in the BPC sector, by the lowest proportion of lapsed users, January 2016-November 2018
                                    • Figure 16: Usage of Lynx in the last year, by selected demographics, January 2017
                                • Brand Preference

                                  • Generation of pride appears influential on brand preference
                                    • Figure 17: Top brands in the BPC, by commitment (net of “It’s a favourite brand” and “I prefer this brand over others”), January 2016-November 2018
                                    • Figure 18: Top brands in the BPC sector, by agreement with “A brand that I am proud to be associated with”, January 2016-November 2018
                                  • Opportunity to align with consumers
                                    • Figure 19: Proportion of commitment, by agreement with “A brand that I am proud to be associated with”, January 2016-November 2018
                                • Brand Differentiation

                                  • Lush stands out to consumers
                                    • Sensodyne pushes point of difference from rest of category
                                      • Figure 20: Top brands in the BPC sector, by differentiation (net of “It’s a unique brand” and “It stands out as being somewhat different from other brands”, January 2016-November 2018
                                    • Kat Von D’s forthright views influence standout of brand
                                      • Figure 21: Kat Von D post celebrating World Vegan Day, November 2018
                                    • Brand differentiation in BPC markets potentially becoming harder
                                    • Brand Satisfaction and Recommendation

                                      • Gillette favoured by women
                                        • Benefit leverages expertise
                                          • Premium brands perform more strongly among users
                                            • Figure 22: Top brands in the BPC sector, by satisfaction (net of “Excellent” and “good” reviews), January 2016-November 2018
                                          • Lush creates enthusiastic reviews
                                            • Figure 23: Top brands in the BPC sector, by excellent reviews, January 2016-November 2018
                                          • Recommendation built on functionality and immediate results
                                            • Figure 24: Top brands in the BPC sector, by likely recommendation, January 2016-November 2018
                                        • Trust Leaders

                                          • BPC brands are among the leaders across all brands on trust
                                            • NIVEA is a particularly strong brand
                                              • Figure 25: Top brands in the BPC sector, by agreement with “A brand that I trust”, January 2016-November 2018
                                          • Value Leaders

                                            • Perception of value not simply based on price…
                                              • Figure 26: Top brands in the BPC sector, by agreement with “A brand that offers good value”, January 2016-November 2018
                                            • …although certain brands do benefit from lower-priced products
                                              • Consumers considered reliable brands worth paying more for…
                                                • …but Benefit represents a more glamorous brand
                                                  • Figure 27: Top brands in the BPC sector, by agreement with “A brand that is worth paying more for”, January 2016-November 2018
                                              • Quality Leaders

                                                • Premium brands not necessarily seen as high quality
                                                  • Figure 28: Top brands in the BPC sector, by agreement with “A brand that is consistently high quality”, January 2016-November 2018
                                                • The difference between reputation and experience
                                                  • Figure 29: Overall usage, by agreement with “A brand that is consistently high quality”, January 2016-November 2018
                                              • BPC Hot Topics – What You Need to Know

                                                • Functionality drives caring image
                                                  • Holistic approach may adjust definition of health and wellbeing
                                                    • Expertise built over many years
                                                      • Premium traits often guided by high prices
                                                        • Lush sets the standard in BPC
                                                          • Consumers believe self-described brands are organic
                                                          • Health and Wellbeing

                                                            • Functionality drives caring image
                                                              • Figure 30: Top brands in the BPC sector, by agreement with “A brand that cares about my health and wellbeing”, January 2016-November 2018
                                                            • Efficacy more about immediacy of results
                                                              • Figure 31: Top brands in the BPC sector, by agreement with “Effective”, January 2016-November 2018
                                                            • The balance between intentions and results
                                                              • Figure 32: Agreement with “A brand that cares about my health/wellbeing”, by agreement with “Effective”, January 2016-November 2018
                                                            • Chance for brands to take heed from science-backed brands
                                                              • Holistic approach may adjust definition of health and wellbeing
                                                                • Figure 33: Index of BPC launches with probiotics, January 2012-November 2018
                                                                • Figure 34: Share of aromatherapy claims in the BPC sector by sub-category, January 2017-November 2018
                                                                • Figure 35: UK launches in the BPC sector with use of adaptogens, 2018
                                                              • Searching for the new hygge
                                                                • Figure 36: Saint Iris Adriatica product launches with ‘the fjaka factor’, 2018
                                                            • Expertise and Influencers

                                                              • Expertise built over many years
                                                                • Figure 37: Top brands in the BPC sector, by agreement with “Expert”, January 2016-November 2018
                                                              • Potential to engage with real people over influencers
                                                                  • Figure 38: Scarlett London Instagram post for Listerine, August 2018
                                                                • L’Oréal and Unilever seek to build trust in influencer network
                                                                  • Glossier utilises group expertise
                                                                    • Figure 39: Glossier Instagram post, 2018
                                                                • Premium Brands and Premiumisation

                                                                  • Premium traits often guided by high prices
                                                                    • Figure 40: Top brands in the BPC sector, by agreement with “Exclusive”, January 2016-November 2018
                                                                    • Figure 41: The Times story covering Burberry’s decision to stop burning stock, September 2018
                                                                  • Lush creates affordable indulgence
                                                                    • Figure 42: Lush Goddess Bath Bomb, November 2018
                                                                    • Figure 43: Top brands in the BPC sector, by agreement with “Indulgent”, January 2016-November 2018
                                                                  • Fenty Beauty promotes image of glamour despite recent entry
                                                                    • Figure 44: Top brands in the BPC sector, by agreement with “Glamorous”, January 2016-November 2018
                                                                • Ethical Brands

                                                                  • Brands can tap into consumer wishes to live more ethically
                                                                    • Lush sets the ethical standard in BPC
                                                                      • Figure 45: Lush launches naked lipstick refills, December 2018
                                                                      • Figure 46: Top brands in the BPC sector, by agreement with “Ethical”, January 2016-November 2018
                                                                    • Reduce, reuse, recycle: the fight against plastic continues
                                                                      • Figure 47: Examples of refill/refillable launches in the BPC sector, 2018
                                                                      • Figure 48: L’Occitane partners with Terracycle to recycle empty packaging, August 2018
                                                                    • Zero-waste trend to push standards even higher
                                                                      • Global animal cruelty still drives activity
                                                                        • Figure 49: Cruelty Free International announces pilot scheme for Leaping Bunny brands to enter China, 2018
                                                                      • CoverGirl pulls back from China to reassert ethical profile
                                                                        • Figure 50: CoverGirl announces its Leaping Bunny certification, November 2018
                                                                    • Natural Brands

                                                                      • Consumers believe self-described brands are natural
                                                                        • Figure 51: Top brands in the BPC sector, by agreement with “Natural”, January 2016-November 2018
                                                                      • Natural ingredients
                                                                        • Figure 52: My Clarins clean beauty brand, December 2018
                                                                      • Clean labels to make ingredient information clearer
                                                                        • Concern over preservatives may create scope for waterless products
                                                                          • Figure 53: Examples of waterless formulation launches in the BPC sector, 2018
                                                                        • Naturalness as a route to ethicality
                                                                          • Figure 54: Agreement with “Natural”, by agreement with “Ethical”, January 2016-November 2018
                                                                      • A Focus on the Future – What You Need to Know

                                                                        • Mainstream stores create most usage
                                                                          • French eco-conscious store provides inspiration
                                                                            • Feelunique taps into indie appeal
                                                                              • L’Oréal buys its tech future
                                                                                • Drone technology
                                                                                  • Chanel 3D prints mascara brushes
                                                                                  • The Retail Environment

                                                                                    • Mainstream stores create most usage
                                                                                      • Figure 55: Type of retailer used to buy beauty/personal care products in-store or online in the last 12 months, November 2018
                                                                                      • Figure 56: Primark’s cruelty-free beauty products, July 2018
                                                                                    • Superdrug attempts to encourage people through offering new services
                                                                                      • French eco-conscious store provides inspiration
                                                                                        • Figure 57: Atelier Maoli Instagram post, November 2018
                                                                                      • Ethical initiatives from retailers
                                                                                        • Feelunique taps into indie appeal
                                                                                          • Figure 58: Spark Beauty by Feelunique, July 2018
                                                                                        • The Fragrance Shop becomes another brand to use try before buy
                                                                                        • Technology in BPC

                                                                                          • L’Oréal buys its tech future
                                                                                            • Drone technology
                                                                                              • Figure 59: Elemis overnight cream featuring Drone Peptide technology, March 2018
                                                                                            • Technology to aid personalisation
                                                                                              • Chanel 3D prints mascara brushes
                                                                                                • Figure 60: Chanel Le Volume Révolution de Chanel, September 2018
                                                                                              • Home help
                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                • Abbreviations
                                                                                                • Appendix – Brands Covered

                                                                                                  Brand Overview: BPC - UK - January 2019

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