2021
9
UK Hand, Body and Footcare Market Report 2021
2021-09-04T04:17:56+01:00
OX1049185
2195
142122
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Report
en_GB
“Hand and bodycare bolstered the growth of the overall category in 2020, benefitting from the focus on emotional wellbeing and hand hygiene throughout the pandemic. The outlook was less fortunate…

UK Hand, Body and Footcare Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Hand, Body And Footcare market, including the behaviours, preferences and habits of the consumer.

The overall category fared well in 2020, with the body and handcare segments steering growth. Handcare in particular revealed an impressive 23% value growth to £68 million, as increased hygiene concerns as a result of the COVID-19 pandemic drove experience of hand skin irritation/dryness and subsequent handcare usage.

The COVID-19 pandemic had a positive impact on bodycare too, with usage frequency rising as consumers adopted bodycare as a core component of self-care routines designed to tackle pandemic-related stress and anxiety. In contrast, footcare suffered a decline in value as social distancing put footcare out of mind and the fall in overall physical activity reduced experience of foot skin concerns.

One of the biggest threats to the category will be the reversal of trends adopted in 2020. The category has benefitted from increased engagement as consumers switched from professional beauty treatments to at-home alternatives and fragrance users switched to using scented bodycare. Brands can innovate in athome top-up products designed for use in between treatment visits, or build the scent profile of bodycare with customised scents and product collaborations with luxury brands.

With consumers now prioritising hand and body skin, the opportunity for brands is to convert users into loyal consumers by adopting trends seen in the facial skincare category. NPD in skincare formats, such as masks and serums, as well as single ingredient formulations, can encourage product layering. Ingredient education on social media or through packaging design can also encourage engagement with products.

Read on to discover more details or take a look at all of our UK Beauty and Personal Care market research.

Quickly understand

  • The impact of COVID-19 on the hand, body and footcare market.
  • The value of individual segments and brand performance in 2020.
  • Launch activity in 2020 and consumer interest in hand and bodycare innovation.
  • Usage of hand, body and footcare formats and behaviours in the last 12 months.
  • Usage frequency of footcare and barriers to usage.
  • Attitudes towards hand, body and footcare.

Covered in this report

Products: Handcare, footcare, bodycare, body lotions, body creams, body moisturisers, body butters, emollients, body exfoliators, polishing grains, polishing scrubs, anti-cellulite products, bust-firming gels, bust-firming creams, bust-firming lotions, fragrance treatment sprays, tanning moisturisers, men’s bodycare products, solid bars, scrubs, oils, sprays, masks.

Brands: Palmers, Vaseline, Bio Oil, Garnier, Dove, NIVEA, E45, Aveeno, Neutrogena, O’Keeffe’s, Garnier, Vaseline, Baylis & Harding, Atrixo, Scholl, Compeed, Bazuka, Flexitol, Daktarin, Canesten, Lamisil, Profoot, ESPA, We Are Paradoxx, Comfort Zone Skin, Goldfaden MD, Peacci S.K.I.N, Guerlain Abille Royale, Babor, Beauty Pie, The Solution, Mio, My Little Coco, [Sunday Rain], Nails.INC, M&S, & Other Stories, Natura & Co, L’Occitane, The Hut Group, LVMH, Rituals Cosmetics, Johnson & Johnson, Unilever, Estée Lauder, L’Oréal, Dove, The Ritual Of Namasté, Biossance, Pampered, Lixirskin, Skincity, Nature of Things, UpCircle, Diptyque L’Art du Soin, Memo, Nursem.

Expert analysis from a specialist in the field

This report, written by Emilia Greenslade, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The challenge ahead will be for the category to maintain the increased engagement seen in 2020. Opportunities lie in blurring the lines with beauty treatments and fragrance, as well as expanding self-care routines for on-the-go use. Growing sustainability concerns present further opportunities for brands to innovate in solid formats and refillable packaging to boost value.

Emilia Greenslade
OTC & Personal Care Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
    • Excluded:
  2. Executive Summary

    • Impact of COVID-19 on hand, body and footcare
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on hand, body and footcare, 2021
    • The market
    • Hand and bodycare bolster the success of the category in 2020
      • Figure 2: Market forecast for the UK hand, body and footcare category, 2016-26
    • Online makes gains amidst the pandemic
    • Companies and brands
    • Skin health and an ingredient-led positioning is key for bodycare brands
      • Figure 3: UK retail value sales of mass-market bodycare, by brand, 2021
    • Masstige handcare benefits from accessibility and premium positioning
      • Figure 4: UK retail value sales of mass-market handcare, by brand, 2021
    • Footcare value declines are felt across the board
      • Figure 5: UK retail value sales of mass-market footcare, by brand, 2021
    • The consumer
    • Sustainability concerns could encourage format experimentation
      • Figure 6: Format usage, by body part, 2021
    • Footcare wasn’t a priority in 2020…
      • Figure 7: Usage frequency of footcare products, 2021
    • …but a self-care positioning can encourage year-round usage
      • Figure 8: Barriers to using footcare products at all/more often, 2021
    • The pandemic emphasises the importance of skin and immune health
      • Figure 9: Interest in innovation in hand and bodycare, 2021
    • Drive the return to in-store shopping with eco-ethical initiatives
      • Figure 10: Purchase of hand, body and footcare products, 2021
    • Blur with fragrance and professional treatments to maintain engagement
      • Figure 11: Behaviours relating to using hand, body and footcare products, 2021
    • Build value with multi-step routines and ingredient transparency
      • Figure 12: Attitudes towards hand, body and footcare, 2021
  3. Issues and Insights

    • Keep engagement high by ingraining lockdown habits
    • Borrow from facial skincare to boost usage
    • Environmental concerns will impact the category
  4. The Market – Key Takeaways

    • 2020 value is fuelled by COVID-19 hand hygiene and wellbeing trends
    • Prestige value gain signals a shift to indulgence
    • The future of online looks bright, but there’s room for improvement
  5. Market Size and Performance

    • Overall value growth amidst the COVID-19 pandemic
      • Figure 13: Short-, medium- and long-term impact of COVID-19 on hand, body and footcare, 2021
    • Growth bolstered by hand hygiene and self-care trends in 2020
      • Figure 14: UK retail value sales of hand, body and footcare products, 2016-26
  6. Market Forecast

    • Underlying growth will keep value elevated in the coming years
      • Figure 15: Market forecast for the UK hand, body and footcare category, 2016-26
    • Market drivers and assumptions
      • Figure 16: Key drivers affecting Mintel’s market forecast, 2016-25
    • Forecast methodology
  7. COVID-19 Scenario Performance

    • Mintel’s approach to predicting the impact of COVID-19
    • Fundamental differences in how COVID-19 is affecting consumer markets
    • Rapid recovery will see lower engagement
      • Figure 17: COVID-19 scenario forecasts for hand, body and footcare, 2016-26
    • Extended disruption will keep overall usage elevated
    • COVID-19 market disruption: risks and outcomes
      • Figure 18: Summary of Mintel scenario expectations and the impact on hand, body and footcare, 2021
  8. Market Segmentation

    • Hand hygiene behaviours drive the focus on the hands
      • Figure 19: UK retail value sales of hand, body, and footcare, by segment, 2019-20
    • Footcare wasn’t a priority in 2020
    • Showering/bathing frequency drives dry skin treatment usage
      • Figure 20: UK retail value sales of bodycare, by segment, 2019-20
    • Prestige wins from shifts in routines
      • Figure 21: UK retail value sales of hand, body, and footcare, mass vs prestige, 2019-20
  9. Channels to Market

    • Grocery multiples benefit from convenience
      • Figure 22: UK retail value sales of hand, body, and footcare, by outlet type, 2019-20
    • Discounters win the cost-conscious
    • Long-term success of online lies in convenience and cost
  10. Market Drivers

    • Consumer confidence has returned
      • Figure 23: Trends in how respondents would describe their financial situation, 2018-21
    • Innovate for the growing teens and tweens population…
      • Figure 24: Trends in the age structure of the UK population, 2015-25
    • …whilst maintaining a multigenerational approach
      • Figure 25: Definition of a diverse beauty brand, 2020
    • Promote disability-inclusivity through NPD
    • Ingredient transparency can appeal to natural/organic BPC consumers
      • Figure 26: Ingredient concerns when purchasing BPC products, 2020
      • Figure 27: Ingredients Body Oil, US, 2021
  11. Companies and Brands – Key Takeaways

    • Emotional wellbeing takes centre-stage amidst the pandemic
    • Scope to build eco-friendly claims beyond a packaging level
    • NPD and advertising spotlights ingredients
  12. Market Share

    • Self-care trends guide the switch to indie and premium bodycare brands
      • Figure 28: UK retail value sales of mass-market bodycare, by brand, 2020 and 2021
    • Accessibility is key for handcare
      • Figure 29: UK retail value sales of mass-market handcare, by brand, 2020 and 2021
    • Footcare declines across the board
      • Figure 30: UK retail value sales of mass-market footcare, by brand, 2020 and 2021
  13. Launch Activity and Innovation

    • Eco-ethical NPD came to the fore in 2020
      • Figure 31: New product development in hand, body, and footcare, by launch type, 2017-21
      • Figure 32: Examples of NPD in hand, body and footcare with eco-friendly claims, 2020 and 2021
    • New launches tap into professional care at-home
      • Figure 33: Examples of launches in hand, body and footcare with a professional treatment positioning, 2020
    • Handcare segment experiences premiumisation
      • Figure 34: New product development in hand, body, and footcare, by segment, 2017-21
      • Figure 35: Examples of NPD in prestige handcare, 2020 and 2021
    • Bodycare puts active ingredients at the forefront of NPD…
      • Figure 36: Examples of NPD in bodycare featuring active ingredient claims on the front of packaging, 2020 and 2021
    • …and takes a targeted approach
      • Figure 37: Examples of NPD in bodycare with targeted claims, 2020 and 2021
    • Footcare continues to build a pampering image
      • Figure 38: Examples of NPD in footcare soaks and masks, 2020
    • Own-label NPD shifts from basic to affordable luxury
      • Figure 39: New product development in hand, body, and footcare, by own-label versus branded, 2017-21
      • Figure 40: Examples of own-label launches in hand, body and footcare, 2020
    • Wellness brands rise the ranks in 2020
      • Figure 41: New product development in hand, body, and footcare, by top ultimate companies and others, 2020
      • Figure 42: Examples of NPD in hand, body and footcare with wellness claims amongst the top ultimate companies, 2020
    • Rituals innovates in sustainable lab-based ingredients
      • Figure 43: Examples of NPD in hand, body and footcare featuring lab-based ingredients, 2020
    • Convenience claims were a focus in bodycare
      • Figure 44: Top 10 claims in bodycare, by 2020, 2019-20
      • Figure 45: Examples of NPD in bodycare with convenience positioning and claims, 2020 and 2021
    • Room to grow sustainable bodycare product claims
      • Figure 46: Examples of NPD in hand, body and footcare with eco-friendly product claims, 2020 and 2021
    • Handcare brands tap into wellness trends
      • Figure 47: Top 10 claims in handcare, by 2020, 2019-20
      • Figure 48: Examples of NPD in handcare with a wellness positioning, 2020
    • Ethical positioning steps up in handcare
      • Figure 49: Examples of NPD in hand, body and footcare with ethical claims, 2021
    • Handcare promotes protection following the pandemic
      • Figure 50: Examples of NPD in handcare with a protective positioning, January-May 2021
    • Footcare claims shift to caring protection
      • Figure 51: Top 10 claims in footcare, by 2020, 2019-20
  14. Advertising and Marketing Activity

    • Explore other mediums in tandem with TV advertising
      • Figure 52: Total recorded above-the line, online display, and direct mail advertising expenditure on hand, body, and footcare, by media type, 2018-21
    • Leading brands promote a caring image amidst COVID-19
      • Figure 53: Total recorded above-the line, online display, and direct mail advertising expenditure on hand, body, and footcare, by top companies and others, 2020
    • Brands spotlight ingredients to tap into skin health trends
    • Body positivity remains a theme in advertising
    • Nielsen Ad Intel coverage
  15. Brand Research

    • Brand map
      • Figure 54: Attitudes towards and usage of selected brands, 2021
    • Key brand metrics
      • Figure 55: Key metrics for selected brands, 2021
    • Brand attitudes: Compeed is seen to care for health and wellbeing
      • Figure 56: Attitudes, by brand, 2021
    • Brand personality: NIVEA and Dove are considered as accessible
      • Figure 57: Brand personality – macro image, 2021
    • Rituals is perceived as indulgent and glamorous
      • Figure 58: Brand personality – micro image, 2021
    • Brand analysis
    • NIVEA’s mass-market appeal builds high usage and trust levels
      • Figure 59: User profile of NIVEA, 2021
    • Dove’s body positivity stance carves ethical profile
      • Figure 60: User profile of Dove, 2021
    • Compeed’s active lifestyle marketing encourages health-caring image
      • Figure 61: User profile of Compeed, 2021
    • Bio-Oil’s specialist, pharmacy focus drives perceptions as effective and expert
      • Figure 62: User profile of Bio-Oil, 2021
    • Rituals’ premium positioning is considered as worth paying more for
      • Figure 63: User profile of Rituals, 2021
    • Reading word clouds
  16. The Consumer – Key Takeaways

    • COVID-19 gave people time for their routines
    • ‘Skin-ify’ hand, body and footcare to premiumise and build value
    • Innovate in products and packaging for environmental concerns
  17. Impact of COVID-19 on Consumer Behaviour

    • On-the-go claims will be more important in 2021
      • Figure 64: Concerns over the risk of being exposed to the coronavirus/COVID-19, any worry (worried and extremely worried), 2020-21
    • UK holidaying could drive self-tanning
      • Figure 65: Main holiday destinations for 2021, 2021
    • Simple BPC routines will linger
      • Figure 66: Planned changes to beauty/grooming routines once COVID-19 is no longer a concern, 2021
    • Take a hybrid approach to professional and at-home beauty treatments
    • Online buying will remain commonplace
      • Figure 67: Changes in online beauty/grooming purchases since the start of the COVID-19/coronavirus outbreak, 2020
    • Skin health will be a long-lasting trend
      • Figure 68: Frequency of washing/bathing/sanitising, 2020
    • Savvy behaviours drive focus on value for money
      • Figure 69: Change in priorities when purchasing beauty/grooming products since the start of the COVID-19 outbreak, 2021
  18. Usage of Hand, Body and Footcare

    • Experimentation with format is low
      • Figure 70: Format usage, by body part, 2021
    • Tailor wellbeing communication to men to drive engagement
      • Figure 71: Lack of products used, on hands, body and feet, by gender, 2021
  19. Barriers for Footcare Usage

    • Self-care positioning can encourage regular usage of footcare
      • Figure 72: Usage frequency of footcare products, 2021
    • Cross-category initiatives keep footcare top of mind
      • Figure 73: Barriers to using footcare products at all/more often, 2021
    • Added services can aid 16-24s with product selection
      • Figure 74: Barriers to using footcare products at all/more often, by age, 2021
  20. Interest in Innovation in Hand and Bodycare

    • Environmental concerns drive interest in reusable packaging
      • Figure 75: Interest in innovation in hand and bodycare, 2021
    • Innovate for skin and immune protection
    • ‘Microbiome’ resonates more than ‘probiotic formulas’
    • Hand hygiene remains a concern
    • Offer customisation for fragrance and skincare concern
  21. Purchase of Hand, Body and Footcare

    • Drive the return to physical stores with sustainability concepts…
      • Figure 76: Purchase of hand, body and footcare products, 2021
    • … and inclusive initiatives
    • Innovate online with convenience and safety for the over-65s
      • Figure 77: Purchase of hand, body and footcare products, by age, 2021
  22. Behaviours relating to Hand, Body and Footcare

    • Expand wellbeing positioning for on-the-go occasions
      • Figure 78: Behaviours relating to using hand, body and footcare products, 2021
    • Appeal to the cost-conscious by blurring bodycare and fragrance
      • Figure 79: Use of scented bodycare products instead of a fragrance, by socioeconomic group, 2021
    • Multi-step routines appeal for value and efficacy
  23. Attitudes towards Hand, Body and Footcare

    • Innovate in handcare whilst engagement is high
      • Figure 80: Attitudes towards hand, body and footcare, 2021
    • Ingredients transparency and education appeals
    • Tackle the lack of products for different skin tones
    • Focus on claims vs brand name
  24. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  25. Appendix: Central Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 81: Market forecast and prediction intervals for the UK hand, body and footcare category, 2021-26
    • Market drivers and assumptions
      • Figure 82: Key drivers affecting Mintel’s market forecast, 2021-26
    • Forecast methodology
  26. Appendix: COVID Scenario Performance Methodology and Assumptions

    • Scenario performance
      • Figure 83: COVID-19 scenario forecasts for the UK hand, body and footcare category, 2016-26
    • Rapid COVID recovery, central and extended COVID disruption scenarios outline
    • Scenario methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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