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Hand, Body and Footcare - UK - April 2019

Covered in this report

For the purposes of this report, Mintel’s definition of body, hand, and footcare includes, as follows:

  • Handcare
  • Footcare
  • Bodycare, including:
  • Body lotions/creams, including those that match or are line extensions to men’s or women’s fragrances
  • Body moisturisers in formats other than lotion and cream, including sprays
  • Body butters
  • Emollients such as E45 cream
  • General-purpose products
  • Exfoliant products for body use, eg polishing grains and scrubs
  • Anti-cellulite products
  • Bust-firming gels, creams, and lotions
  • Fragrance treatment sprays
  • Tanning moisturisers – skincare with added tanning agent to build a gradual tan with frequent use
  • Men’s bodycare products

“The growth of the market to £557 million in 2018 has been driven by bodycare as consumers don’t understand the need for hand and foot products. Innovation trends create a focus on all-purpose products, meaning brands must develop personality to differentiate. Links to wellness could work for footcare; feeding the organs with spiritual energy or friendly bacteria via reflexology. Handcare may have a more difficult journey as consumers are strapped for time, so fortifying ingredients that improve the look of skin and nails are now a must.”

– Alex Fisher, Associate Director BPC

This report examines the following issues:

  • Multipurpose boosts bodycare
  • Tackling the fall of footcare

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Table of contents

  1. Overview

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

            • The market
              • Slower growth trends will continue
                • Figure 1: Best- and worst-case forecast for UK retail value sales of hand, body, and footcare, 2013-23
              • Companies and brands
                • All-rounders excel
                  • Figure 2: UK retail value sales of mass-market bodycare, by brand, year ending January 2019
                  • Figure 3: UK retail value sales of mass-market handcare, by brand, year ending January 2019
                  • Figure 4: UK retail value sales of mass-market footcare, by brand, year ending January 2019
                • Following facial care
                  • Figure 5: New product development in hand, body, and footcare, by launch type, January 2016-February 2019
                • The consumer
                  • Explore all avenues
                    • Figure 6: Format usage by body part, January 2019
                  • Making the most of benefits
                    • Figure 7: Interest in additional product benefits, January 2019
                  • Brands can learn and teach
                    • Figure 8: Most important bodycare product features, January 2019
                  • The message of ingredients
                    • Figure 9: Interest in ingredients for body, hand, or footcare products, January 2019
                  • Needs are a sticking point
                    • Figure 10: Reasons for not using hand or footcare products, by gender, January 2019
                  • Prove yourself
                    • Figure 11: Reasons to start using hand or footcare products, by gender, January 2019
                  • What we think
                  • Issues and Insights

                    • Multipurpose boosts bodycare
                      • The facts
                        • The implications
                          • Tackling the fall of footcare
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Push needed for further growth
                                  • Bodycare leads the charge
                                    • Chemist ranges are not optimal
                                      • Learning to love our bodies
                                      • Market Size and Forecast

                                        • Growth is slowing
                                          • Figure 12: UK retail value sales of hand, body, and footcare, at current and constant prices, 2013-23
                                        • Current trend expected to continue
                                          • Figure 13: Best- and worst-case forecast for UK retail value sales of hand, body, and footcare, 2013-23
                                        • Forecast methodology
                                        • Market Segmentation

                                          • Bodycare drives growth
                                            • Figure 14: UK retail value sales of hand, body, and footcare, by segment, 2017-18
                                          • The bodycare boom
                                            • Figure 15: UK retail sales value of bodycare, by segment, 2017-18
                                          • Prestige picks up speed
                                            • Figure 16: UK retail value sales of hand, body, and footcare, mass vs prestige, 2017-18
                                            • Figure 17: Mass and prestige multipurpose body balm launches, 2018
                                        • Channels to Market

                                          • Bodycare benefits all
                                            • Figure 18: UK retail value sales of hand, body, and footcare, by outlet type, 2017-18
                                          • Experts on hand
                                          • Market Drivers

                                            • Body shaving on the rise
                                              • Figure 19: Hair removal from selected body areas amongst men aged 16-24, June 2016 and June 2018
                                            • Body shaming backlash
                                              • Figure 20: Interest in diversity in advertising, October 2018
                                            • Sun’s out, guns out
                                              • Part of the service
                                                • Branded purchasing could push premium
                                                  • Figure 21: Purchase of branded and private label beauty products, October 2018
                                                • Relaxation aids
                                                  • Figure 22: Dr. Kerklaan Therapeutics Natural CBD Skin Cream, February 2019
                                              • Companies and Brands – What You Need to Know

                                                • All-rounders excel
                                                  • Following facial care
                                                    • A touchy subject
                                                      • Points of view
                                                      • Market Share

                                                        • Do-it-all bodycare wins
                                                          • Figure 23: UK retail value sales of mass-market bodycare, by brand, years ending January, 2018 and 2019
                                                          • Figure 24: NIVEA Crème timeline, 2018
                                                        • Footwear affects footcare
                                                          • Figure 25: UK retail value sales of mass-market footcare, by brand, years ending January, 2018 and 2019
                                                        • Handcare needs a strong message
                                                          • Figure 26: UK retail value sales of mass-market handcare, by brand, years ending January, 2018 and 2019
                                                      • Launch Activity and Innovation

                                                        • Multipurpose limits innovation
                                                          • Figure 27: New product development in hand, body, and footcare, by launch type, January 2016-February 2019
                                                          • Figure 28: New product development in hand, body, and footcare, by segment, January 2016-February 2019
                                                        • Own-label brands shy away from competition
                                                          • Figure 29: New product development in hand, body, and footcare, by own-label versus branded, January 2016-February 2019
                                                          • Figure 30: New product development in hand, body, and footcare, by top ultimate companies and others, 2018
                                                        • Focus on the positives
                                                          • Figure 31: Avon Naked Proof advertising, January 2019
                                                        • Dermatology not key for bodycare
                                                          • Figure 32: Fastest growing and fastest declining bodycare claims, 2017-18
                                                          • Figure 33: Balm and gel bodycare launches, 2019
                                                          • Figure 34: Pixi Skintreats On-the-Glow Multi-Use Moisture Stick, January 2019
                                                        • Handcare needs additional benefits
                                                          • Figure 35: Fastest growing and fastest declining handcare claims, 2017-18
                                                          • Figure 36: Vitamin/mineral fortified hand/nail care, 2018-19
                                                        • Footcare borrows from facial care
                                                          • Figure 37: Fastest growing and fastest declining footcare claims, 2017-18
                                                          • Figure 38: Trendy skincare ingredients in footcare launches, 2018-19
                                                      • Advertising and Marketing Activity

                                                        • Savvy ad spending
                                                          • Figure 39: Total recorded above-the line, online display, and direct mail advertising expenditure on hand, body, and footcare, January 2016-February 2019
                                                          • Figure 40: Total recorded above-the line, online display, and direct mail advertising expenditure on hand, body, and footcare, by media type, January 2016-February 2019
                                                          • Figure 41: #ScarStrong campaign by Bio-Oil, 2018
                                                        • Way down deep
                                                          • Figure 42: Total recorded above-the line, online display, and direct mail advertising expenditure on hand, body, and footcare, by top companies and others, 2018
                                                          • Figure 43: Hydrating gel advertising in 2018
                                                        • Nielsen Ad Intel coverage
                                                        • Brand Research

                                                            • Brand map
                                                              • Figure 44: Attitudes towards and usage of selected brands, January 2019
                                                            • Key brand metrics
                                                              • Figure 45: Key metrics for selected brands, January 2019
                                                            • Brand attitudes: Targeted brands seen as caring
                                                              • Figure 46: Attitudes, by brand, January 2019
                                                            • Brand personality: Few brands bring the fun
                                                              • Figure 47: Brand personality – Macro image, January 2019
                                                            • Natural and innovative beginning to merge
                                                              • Figure 48: Brand personality – Micro image, January 2019
                                                            • Brand analysis
                                                              • NIVEA matches the multipurpose market
                                                                • Figure 49: User profile of NIVEA, January 2019
                                                              • Vaseline can use the gel trend
                                                                • Figure 50: User profile of Vaseline, January 2019
                                                              • Dove offers a point of view
                                                                • Figure 51: User profile of Dove, January 2019
                                                              • Aveeno popular among existing users
                                                                • Figure 52: User profile of Aveeno, January 2019
                                                              • Bio-Oil needs a new direction
                                                                • Figure 53: User profile of Bio-Oil, January 2019
                                                              • Soap & Glory choose fun over function
                                                                • Figure 54: User profile of Soap & Glory, January 2019
                                                              • This Works offers solutions
                                                                • Figure 55: User profile of This Works, January 2019
                                                            • The Consumer – What You Need to Know

                                                              • Explore all avenues
                                                                • Making the most of benefits
                                                                  • Brands can learn and teach
                                                                    • The message of ingredients
                                                                      • Needs are a sticking point
                                                                      • Use of Hand, Body, and Footcare

                                                                        • Handcare formats need to be lightweight
                                                                          • Figure 56: Format usage by body part, January 2019
                                                                        • Body positive
                                                                          • Figure 57: Sol de Janeiro travel size Brazilian Bum Bum Cream, November 2018
                                                                          • Figure 58: Products used on body parts (Net of all formats), by gender, January 2019
                                                                      • Benefits of Hand, Body, and Footcare

                                                                        • Finding our feet
                                                                          • Figure 59: Interest in additional product benefits, January 2019
                                                                          • Figure 60: Amethyst scrub launches, January 2019
                                                                        • Shielding from bacteria
                                                                          • Figure 61: LA Bruket Tattoo No. 192 Daily Protection, June 2018
                                                                      • Features of Bodycare Products

                                                                        • Not so sensitive
                                                                          • Figure 62: Most important bodycare product features, January 2019
                                                                        • Leveraging fragrance
                                                                          • Figure 63: NIVEA Soft Mix Me, August 2018
                                                                      • Interest in Ingredients

                                                                        • Natural ingredients garner most interest
                                                                          • Figure 64: Interest in ingredients for body, hand, or footcare products, January 2019
                                                                          • Figure 65: Hand and bodycare NPD using ingredients to promote benefits, 2018
                                                                        • The inner good
                                                                          • Figure 66: Interest in ingredients, by body part, January 2019
                                                                      • Barriers to Using Hand and Footcare

                                                                        • A question of needs
                                                                          • Figure 67: Reasons for not using hand or footcare products, by gender, January 2019
                                                                          • Figure 68: Cast of Queer eye, october 2018
                                                                        • Who has the time?
                                                                          • Figure 69: Ellis Brooklyn Myth Hydraparfum, January 2019
                                                                        • The results are in
                                                                          • Figure 70: Reasons to start using hand or footcare products, by gender, January 2019
                                                                        • Window to the sole
                                                                          • Figure 71: Reflexology infographic, February 2019
                                                                      • Appendix – Data Sources, Abbreviations, and Supporting Information

                                                                          • Abbreviations
                                                                            • Consumer research methodology
                                                                              • Forecast methodology

                                                                              Hand, Body and Footcare - UK - April 2019

                                                                              US $2,552.20 (Excl.Tax)