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Hand, Body and Footcare - UK - April 2018

“The hand, body and footcare category showed modest growth in value in 2017, with the value of the premium segment growing at a greater rate than mass-market. Whilst the majority of people show an understanding of body skin being as important as facial skin, consumers are blurring the boundaries when it comes to product usage highlighting NPD and marketing opportunities to promote greater differentiation.”

– Roshida Khanom, Associate Director BPC

This report examines the following issues:

  • Blurring the boundaries when it comes to usage
  • Out of sight, out of mind

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Table of contents

  1. Overview

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

            • The market
              • Modest growth in value in 2017
                • Figure 1: Best- and worst-case forecast for UK retail value sales of hand, body and footcare, 2012-22
              • Companies and brands
                • Brands struggle to show growth in hand care
                  • Figure 2: UK retail value sales of mass-market hand care, % share by brand, year ending January 2018
                • Aveeno shows strong sales performance in hand and body
                  • Figure 3: UK retail value sales of mass-market bodycare, % share by brand, year ending January 2018
                • ‘Others’ see a rise in value in footcare
                  • Figure 4: UK retail value sales of mass-market footcare, % share by brand, year ending January 2018
                • Increase in launch activity in 2017
                  • Figure 5: New product development in the hand, body and footcare category, by sub-category, January 2014 to February 2018
                • The consumer
                  • Blurring boundaries when it comes to usage
                    • Figure 6: Products used on hands, body and feet in the last 12 months, January 2018
                  • Usage occasions present opportunities
                    • Figure 7: Usage occasions of hand, body and footcare products, January 2018
                  • Consumers look for tactile rather than appearance benefits
                    • Figure 8: Reasons for using hand, body and footcare products, January 2018
                  • Body skincare is just as important as facial skincare
                    • Figure 9: Attitudes towards facial skin vs body skin, January 2018
                  • Visibility drives concerns
                    • Figure 10: Attitudes towards body skin being more important than facial skin, January 2018
                  • What we think
                  • Issues and Insights

                    • Blurring the boundaries when it comes to usage
                      • The facts
                        • The implications
                          • Out of sight, out of mind
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • The category shows modest growth in value
                                  • Premium products fare well
                                    • Grocery multiples driven by value and convenience
                                      • Older demographics pose opportunities for the sector
                                        • Natural/organic appeals to younger demographics
                                          • Holiday bodycare is important
                                          • Market Size and Forecast

                                            • Modest growth in value in 2017
                                              • Figure 11: UK retail value sales of hand, body and footcare, at current and constant prices, 2012-22
                                            • Steady growth predicted
                                              • Figure 12: Best- and worst-case forecast for UK retail value sales of hand, body and footcare, 2012-22
                                            • Forecast methodology
                                            • Market Segmentation

                                              • Handcare in decline
                                                • Figure 13: UK retail value sales of hand, body and footcare, by segment, 2016-17
                                              • Basic bodycare fares well
                                                • Figure 14: UK retail sales value of bodycare, by segment, 2016-17
                                              • Prestige segment shows strong growth in 2017
                                                • Figure 15: UK retail value sales of hand, body and footcare, mass vs prestige, 2016-17
                                            • Channels to Market

                                              • Multiple grocers continue to lead in sales
                                                • Figure 16: UK retail value sales of hand, body and footcare, by outlet type, 2016-17
                                            • Market Drivers

                                              • Older demographics present NPD opportunities
                                                • Figure 17: Trends in the age structure of the UK population, 2012-22
                                              • Brexit referendum shows little impact on this sector
                                                • Figure 18: Changes in household finances, January 2015-January 2018
                                              • Young people buy natural/organic products
                                                • Figure 19: Purchase of natural/organic hand, body or footcare products, by age, September 2017
                                              • Bodycare is important when on holiday
                                                • Figure 20: Beauty routines relating to exfoliating and moisturising skin, before, after and during holidays, August 2017
                                              • Experience of skin treatments could impact usage of specific brands
                                                • Figure 21: Types of non-prescription products used to treat skin conditions in the last 12 months, May 2017
                                              • Bodycare as an alternative to cosmetic surgery
                                              • Companies and Brands – What You Need to Know

                                                • Aveeno shows strong sales performance
                                                  • Footcare becomes more pampering
                                                    • Innovating in formats
                                                      • More than just moisturising
                                                        • Recorded advertising spend sees a decline
                                                          • Brands with a health positioning are considered caring
                                                          • Market Share

                                                            • Brands struggle in the handcare sector
                                                              • Figure 22: UK retail value sales of mass-market handcare, by brand, years ending January, 2017 and 2018
                                                            • Aveeno shows strong sales performance
                                                              • Figure 23: UK retail value sales of mass-market bodycare, by brand, years ending January, 2017 and 2018
                                                            • Pampering launches impacted brand sales in footcare
                                                              • Figure 24: UK retail value sales of mass-market footcare, by brand, years ending January, 2017 and 2018
                                                          • Launch Activity and Innovation

                                                            • Slight rise in NPD in 2017
                                                              • Figure 25: New product development in the hand, body and footcare category, by sub-category, January 2014 to February 2018
                                                              • Figure 26: Pampering footcare launches, 2017
                                                            • Innovative formats in 2017
                                                              • Figure 27: New product development in the hand, body and footcare category, by launch type, January 2014-February 2018
                                                              • Figure 28: New product launches with innovative formats in hand, body and footcare, 2017
                                                            • Hand oils in 2017
                                                              • Figure 29: Oil launches in hand and bodycare, 2017
                                                            • Anti-ageing hand care
                                                              • Figure 30: Anti-ageing hand care launches, 2017
                                                            • Night time skincare
                                                              • Figure 31: Sleep/relaxation products in hand and bodycare, 2017
                                                            • Focusing on the bust
                                                              • Figure 32: Breast care launches, 2017
                                                            • A fragmented category
                                                              • Figure 33: New product development in the hand, body and footcare category, by top ultimate companies, 2017
                                                              • Figure 34: Pampering footcare launces by Avon and M&S, 2017
                                                            • Moisturising/hydrating is the most important claim
                                                              • Figure 35: Top ten claims in the hand, body and footcare category (based on leading claims for 2017), 2016-17
                                                          • Advertising and Marketing Activity

                                                            • Advertising spend sees a decline
                                                              • Figure 36: Recorded above-the-line, online display, and direct mail advertising on hand, body and footcare, January 2015-February 2018
                                                            • TV declines in investment
                                                              • Figure 37: Recorded above-the-line, online display, and direct mail advertising on hand, body and footcare, by media type, January 2015-February 2018
                                                            • Reckitt Benckiser led advertising spend in 2017
                                                              • Figure 38: Recorded above-the-line, online display, and direct mail advertising on hand, body and footcare, by top ultimate companies, 2017
                                                            • Nielsen Ad Intel coverage
                                                            • Brand Research

                                                                • Brand map
                                                                  • Figure 39: Attitudes towards and usage of selected brands, February 2018
                                                                • Key brand metrics
                                                                  • Figure 40: Key metrics for selected brands, February 2018
                                                                • Brand attitudes: Oilatum and Sanex are considered caring
                                                                  • Figure 41: Attitudes, by brand, February 2018
                                                                • Brand personality: L’Occitane is exclusive
                                                                  • Figure 42: Brand personality – macro image, February 2018
                                                                • Aveeno has a natural positioning
                                                                  • Figure 43: Brand personality – micro image, February 2018
                                                                • Brand analysis
                                                                  • NIVEA is effective
                                                                    • Figure 44: User profile of NIVEA, February 2018
                                                                  • Vaseline appeals to lower incomes
                                                                    • Figure 45: User profile of Vaseline, February 2018
                                                                  • Aveeno is considered fun
                                                                    • Figure 46: User profile of Aveeno, February 2018
                                                                  • L’Occitane is exclusive
                                                                    • Figure 47: User profile of L’Occitane, February 2018
                                                                  • Sanex scores well for health and wellbeing
                                                                    • Figure 48: User profile of Sanex, February 2018
                                                                  • Oilatum risks being considered boring
                                                                    • Figure 49: User profile of Oilatum, February 2018
                                                                  • Origins has an ethical image
                                                                    • Figure 50: User profile of Origins, February 2018
                                                                • The Consumer – What You Need to Know

                                                                  • Blurring of boundaries
                                                                    • Usage occasions presents NPD opportunities
                                                                      • Skin hydration is important
                                                                        • Appearance benefits are a low driver
                                                                          • Face and body are equally important
                                                                          • Usage of Hand, Body and Footcare Products

                                                                            • Body and face products are used on hands
                                                                              • Figure 51: Products used on hands in the last 12 months, January 2018
                                                                            • Hands are more important with age
                                                                              • Figure 52: Usage of hand lotion on hands in the last 12 months, by age, January 2018
                                                                            • Use of body treatments is low
                                                                              • Figure 53: Products used on body in the last 12 months, January 2018
                                                                            • Men show low usage
                                                                              • Feet require specialised products
                                                                                • Figure 54: Products used on feet in the last 12 months, January 2018
                                                                            • Hand, Body and Footcare Usage Occasions

                                                                              • Aiding sleep
                                                                                • Figure 55: Usage occasions of hand, body and footcare products, January 2018
                                                                              • Appealing to the on-the-go consumer
                                                                                • Pre-shower skincare
                                                                                  • Figure 56: Usage of hand, body and footcare products before and after bathing/showering, by age, January 2018
                                                                              • Reasons for Using Hand, Body and Footcare Products

                                                                                • Skin hydration is most important
                                                                                  • Figure 57: Reasons for using hand, body and footcare products, by overall usage of hand, body and footcare products, January 2018
                                                                                • Relief from cracked skin important for footcare
                                                                                  • Heading about wrinkles and cellulite
                                                                                  • Facial Skin vs Body Skin

                                                                                    • Face and body are equally important
                                                                                      • Figure 58: Attitudes towards facial skin vs body skin, January 2018
                                                                                    • Facial skin is more important to younger people
                                                                                      • Figure 59: Agreement with facial skincare being more important than body skincare, by age, January 2018
                                                                                    • Visibility drives concerns
                                                                                      • Figure 60: Attitudes towards body skin being more important than facial skin, January 2018
                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                      • Abbreviations
                                                                                        • Consumer research methodology
                                                                                          • Forecast methodology

                                                                                          Hand, Body and Footcare - UK - April 2018

                                                                                          £1,995.00 (Excl.Tax)