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UK Hand, Body and Footcare: Incl Impact of COVID-19 market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Hand, Body and Footcare: Incl Impact of COVID-19 - UK market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Consumer interest in alternative formats is high, with 35% of adults showing interest in liquid exfoliators whilst 30% show interest in hand, body and foot serums. This presents NPD opportunities for brands, particularly in the premium sector. The category was already in value growth before the pandemic, and will continue on its upward trajectory as 2020 sees skin health in the spotlight.

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Expert analysis from a specialist in the field

Written by Katie Martin, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The category has shown strong sales performance in recent years which is expected to continue in 2020, particularly as heightened hygiene behaviours put the focus on skin health. The category also benefits from its perceptions of improving wellbeing and being part of self-care routines, with people turning to skincare routines during the COVID-19 lockdown period as a way to de-stress. Katie Martin
Beauty & Personal Care Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

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

            • The market
              • Strong value growth in 2019
                • Figure 1: UK central forecast for value sales of hand, body and footcare products (prepared 15 July), 2015-25
              • Impact of COVID-19 on hand, body and footcare
                • A category set to benefit from the focus on skin health
                  • Figure 2: Expected impact of COVID-19 on hand, body and footcare short, medium and long term, (prepared 15 July 2020)
                • Companies and brands
                  • Pampering formats see NPD in 2019
                    • Figure 3: New product development in hand, body, and footcare, by launch type, January 2016-May 2020
                  • The consumer
                    • Lotions remain the most-used format
                      • Figure 4: Format usage, by body part, April 2020
                    • Visible signs indicate damaged skin
                      • Figure 5: Skin issues experienced on the feet and hands in the last 12 months, April 2020
                    • Diet culture could be creating stretch marks
                      • Figure 6: Upper and lower body skin issues experienced in the last 12 months, April 2020
                    • Hand, body and footcare can borrow from facial skincare
                      • Figure 7: Usage of and interest in hand, body and footcare formats, April 2020
                    • Multi-functional products are popular with those looking to spend less
                      • Figure 8: Hand, body and footcare skincare behaviours, April 2020
                    • Ingredients remain important
                      • Figure 9: Interest areas for hand, body and footcare products, April 2020
                    • Price is important … but closely followed by quality
                      • Figure 10: Purchase drivers for hand, body and footcare products April 2020
                  • COVID-19 and Hand, Body and Footcare

                    • Impact on the market
                      • Growth in value will continue …
                        • … however there will be some trading down
                          • Impact on consumers
                            • Spend is squeezed but beauty routines offer a break
                              • Multi-functional formats will appeal to the income-squeezed
                                • Science and ingredients will be a bigger focus
                                  • Impact on companies and brands
                                    • New formats offer wellbeing opportunities
                                      • ‘Human’ concerns will be important in 2020
                                      • Issues and Insights

                                        • COVID-19 will drive the focus on hand health
                                          • Wellbeing will be important in 2020
                                          • The Market – Key Takeaways

                                            • Fourth year of consecutive growth for hand, body and footcare
                                              • Prestige skincare benefits from quality perceptions
                                                • Bodycare can diversify
                                                • Market Size and Forecast

                                                  • Minimal disruption expected in the category
                                                    • Figure 11: Expected impact of COVID-19 on hand, body and footcare short, medium and long term, (prepared 15 July 2020]
                                                  • Fourth year of consecutive growth for hand, body and footcare
                                                    • Figure 12: UK value sales of men’s and women’s hand, body and footcare products (prepared 15 July), 2015-25
                                                  • Skin health will be a priority in 2020
                                                    • Figure 13: UK central forecast for value sales of hand, body and footcare products (prepared 15th July), 2015-25
                                                  • Market drivers and assumptions
                                                      • Figure 14: Key drivers affecting Mintel’s market forecast, 2015-2025 (prepared on 28 July 2020)
                                                    • Growth will continue in the face of economic uncertainty
                                                      • Figure 15: UK value sales of hand, body and footcare, 2010-2020 (est)
                                                    • Forecast methodology
                                                    • Market Segmentation

                                                      • Hand and body display high levels of growth in 2019
                                                        • Figure 16: UK retail value sales of hand, body, and footcare, by segment, 2018-19
                                                      • Bodycare benefits from UK weather
                                                        • Figure 17: UK retail value sales of bodycare, by segment, 2018-19
                                                      • Prestige sees strong growth in 2019 …
                                                        • Figure 18: UK retail value sales of hand, body, and footcare, mass vs prestige, 2018-19
                                                      • … but the segment will struggle in 2020
                                                      • Channels to Market

                                                        • Retailers vie for the attention of beauty shoppers
                                                          • Figure 19: UK retail value sales of hand, body, and footcare, by outlet type, 2018-19
                                                        • The future of department stores remains uncertain
                                                          • Online will fare well in 2020
                                                          • Market Drivers

                                                            • Age diversity can go further
                                                              • Figure 20: Trends in the age structure of the UK population, 2012-24
                                                            • Diversity is more than just age
                                                              • Figure 21: Definition of a diverse beauty brand, August 2019
                                                            • Bodycare for men could have appeal
                                                              • Figure 22: Hair removal from selected body areas amongst men aged 16-24, 2016-2020
                                                            • A rising interest in green beauty
                                                              • Figure 23: Changes in eco-friendly BPC purchasing, November 2019
                                                            • Online BPC shoppers are price-led
                                                              • Figure 24: Agreement with ‘a discount code can often encourage me to spend more online than originally planned,’ by age, August 2019
                                                            • Prestige brands appeal to younger consumers
                                                              • Figure 25: Brand types of bodycare products most commonly used, by age, December 2019
                                                            • Price sensitivities could drive at-home treatments
                                                              • Figure 26: Attitudes towards spa, salon and in-store beauty/grooming treatments, October 2019
                                                          • Companies and Brands – Key Takeaways

                                                            • Leading brands fare well in hand and bodycare
                                                              • Footcare needs a revamp
                                                                • Body positivity continues as a theme
                                                                • Market Share

                                                                  • Leading brands fare well in bodycare
                                                                    • Figure 27: UK retail value sales of mass-market bodycare, by brand, years ending March 2019 and 2020
                                                                  • Bio-Oil sees strong growth
                                                                    • Value sales in handcare increase
                                                                      • Figure 28: UK retail value sales of mass-market handcare, by brand, years ending March 2019 and 2020
                                                                    • Footcare brands can look to innovate
                                                                      • Figure 29: UK retail value sales of mass-market footcare, by brand, years ending March 2019 and 2020
                                                                  • Launch Activity and Innovation

                                                                    • Wellbeing was a focus in 2019
                                                                      • Figure 30: New product development in hand, body, and footcare, by launch type, January 2016-May 2020
                                                                      • Figure 31: Examples of bodycare launches with wellbeing claims, 2019
                                                                      • Figure 32: We Are Paradoxx Mind Blown Hair + Body Treatment Oil Candle, 2020
                                                                    • Bodycare sees new brands in 2019
                                                                      • Figure 33: New product development in hand, body, and footcare, by segment, January 2016-May 2020
                                                                      • Figure 34: Examples of NPD launches within the bodycare category, 2019-2020
                                                                    • Handcare sees NPD in pampering products in 2019
                                                                      • Figure 35: Examples of NPD in handcare in 2019
                                                                    • ‘Pamper’ continues to be a theme in handcare in 2020
                                                                      • Figure 36: Examples of innovative format launches in handcare, 2020
                                                                    • New formats enter footcare
                                                                      • Figure 37: CBDfx Hemp Peppermint Foot Mask, 2020
                                                                    • Private label launches reduce in 2019
                                                                      • Figure 38: New product development in hand, body, and footcare, by own-label versus branded, January 2016-May 2020
                                                                    • Leading companies focus on wellbeing in 2019
                                                                      • Figure 39: New product development in hand, body, and footcare, by top ultimate companies and others, 2019
                                                                    • Cowshed has a revamp in 2019
                                                                      • Figure 40: Examples of Cowshed’s relaunch, 2019
                                                                    • Ethical claims are a focus in handcare
                                                                      • Figure 41: Fastest growing and declining claims in handcare, 2018-19
                                                                    • Claims opportunities for hand microbiome in 2020
                                                                      • Ingredients will be important in 2020
                                                                        • Figure 42: Example of anti-aging handcare, 2019
                                                                      • Ethical claims rise in bodycare
                                                                        • Figure 43: Fastest growing and declining claims in bodycare, 2018-19
                                                                      • Lush focuses on packaging
                                                                        • Figure 44: Lush’s Clean & Calm handcare letterbox kit, May 2020
                                                                      • Vegan claims grow in footcare
                                                                        • Figure 45: Fastest growing and fastest declining footcare claims, 2018-19
                                                                      • Positioning footcare as indulgence
                                                                        • Figure 46: Footcare launches with a luxury/prestige positioning, 2019
                                                                      • Opportunities for 2020 and beyond
                                                                      • Advertising and Marketing Activity

                                                                        • Body positivity continues to be a theme
                                                                          • Figure 47: Total recorded above-the line, online display, and direct mail advertising expenditure on hand, body, and footcare, by media type, January 2017-May 2020
                                                                          • Figure 48: Still from E45’s Millions Campaign, August 2019
                                                                          • Figure 49: Images from Dove’s #showus campaign, May 2019
                                                                        • Omega Pharma’s Bio Oil leads recorded advertising spend in 2019
                                                                          • Figure 50: Total recorded above-the line, online display, and direct mail advertising expenditure on hand, body, and footcare, by top companies and others, 2019
                                                                        • COVID-19 highlights the importance of digital advertising
                                                                          • Brands join efforts against the pandemic
                                                                            • Figure 51: Nursem’s #handsupfornurses social media campaign, 2020
                                                                        • Brand Research

                                                                            • Brand map
                                                                              • Figure 52: Attitudes towards and usage of selected brands, April 2020
                                                                            • Key brand metrics
                                                                              • Figure 53: Key metrics for selected brands, April 2020
                                                                            • Brand attitudes: Consumers are willing to pay more for ethical brands
                                                                              • Figure 54: Attitudes, by brand, April 2020
                                                                            • Brand personality: Youthful brands are considered fun
                                                                              • Figure 55: Brand personality – macro image, April 2020
                                                                            • Specialised brands are effective
                                                                              • Figure 56: Brand personality – micro image, April 2020
                                                                            • Brand analysis
                                                                              • Hydrating claims remain key for E45
                                                                                • Figure 57: User profile of E45, April 2020
                                                                              • Scholl should look to innovate within the footcare sector
                                                                                • Figure 58: User profile of Scholl, April 2020
                                                                              • Palmer’s is good value for money
                                                                                • Figure 59: User profile of Palmer’s, April 2020
                                                                              • Consumers proud to be associated with Garnier
                                                                                • Figure 60: User profile of Garnier, April 2020
                                                                              • The Body Shop’s ethical focus appeals younger consumers
                                                                                • Figure 61: User profile of The Body Shop, April 2020
                                                                            • The Consumer – Key Takeaways

                                                                              • Lesser-used formats provide opportunities for innovation
                                                                                • Be inspired by facial skincare
                                                                                  • Ingredients remain a focus
                                                                                  • The Impact of COVID-19 on the BPC Consumer

                                                                                    • Spend is squeezed …
                                                                                        • Figure 62: Changes to consumer financial situations as a result of COVID-19, 2-15 July 2020
                                                                                      • … but BPC offers a break from the norm
                                                                                          • Figure 63: Reasons for doing more BPC activities since the COVID-19 outbreak, 23 April-7 May 2020
                                                                                        • Hand, body and footcare is prioritised
                                                                                          • Figure 64: Beauty products that saw increased spend since the COVID-19/coronavirus outbreak, 18-30 June 2020
                                                                                        • Shopping shifts online
                                                                                            • Figure 65: Consumers registering extreme levels of worry about exposure to COVID-19, by age, 23-30 July 2020
                                                                                          • ‘Holiday beauty’ is severely impacted
                                                                                              • Figure 66: Agreement with changes made to holiday plans as a result of the COVID-19 outbreak, 28 February-16 April 2020
                                                                                            • Increased hygiene drives focus on hands
                                                                                                • Figure 67: Proportion of consumers washing hands or using hand sanitiser more often as a result of the COVID-19 outbreak, 28 February–16 April 2020
                                                                                              • Eco-concerns will be heightened
                                                                                              • Use of Hand, Body and Footcare

                                                                                                • Lotions remain the most-used format
                                                                                                  • Figure 68: Format usage, by body part, April 2020
                                                                                                • Lesser-used formats provide opportunities for innovation
                                                                                                  • COVID-19 will see boom in handcare usage
                                                                                                    • Premiumisation could benefit footcare
                                                                                                    • Hand, Body and Foot Skin Concerns

                                                                                                      • Cracked and irritated skin leads skincare concerns
                                                                                                        • Figure 69: Skin issues experienced on the feet and hands in the last 12 months, April 2020
                                                                                                      • Hands are exposed causing skin concerns
                                                                                                        • Handcare brands can look to facial skincare for inspiration
                                                                                                          • Figure 70: Skin issues related to ageing experienced by women on hands in the last 12 months, by age, April 2020
                                                                                                        • Diet culture could be creating stretch marks
                                                                                                          • Figure 71: Upper and lower body skin issues experienced in the last 12 months, April 2020
                                                                                                      • Interest in Hand, Body and Footcare Formats

                                                                                                        • Borrow from facial skincare
                                                                                                          • Figure 72: Usage of and interest in select hand, body and footcare formats, April 2020
                                                                                                        • Balms appeal to younger consumers
                                                                                                          • Figure 73: Usage of and interest in balm formats, by age, April 2020
                                                                                                        • Rinse-off conditioners appeal to fast-paced lifestyles
                                                                                                          • Figure 74: Usage of rinse- off conditioners, by area, April 2020
                                                                                                        • Self-tanning provides opportunities for alternative bodycare formats
                                                                                                        • Skincare Behaviours

                                                                                                          • Multi-functional products are an appealing money-saving option
                                                                                                            • Figure 75: Hand, body and footcare skincare behaviours, April 2020
                                                                                                          • Eco-concerns may be driving usage
                                                                                                            • Figure 76: Agreement with reducing the range of hand, body and footcare products used in the last 12 months, by age, April 2020
                                                                                                          • Premium brand usage will be impacted in 2020
                                                                                                            • Pharmacy brands are popular with men
                                                                                                              • Figure 77: Usage of pharmacy brands, by age and gender, April 2020
                                                                                                          • Interest Areas for Hand, Body and Footcare Products

                                                                                                            • Focus on natural ingredients
                                                                                                              • Figure 78: Interest areas for hand, body and footcare products, April 2020
                                                                                                            • Here comes the science
                                                                                                              • Young people look for vegan claims
                                                                                                                • Sustainability concerns are high
                                                                                                                • Purchase Drivers for Hand, Body and Footcare Products

                                                                                                                  • Price is closely followed by quality
                                                                                                                    • Figure 80: Purchase drivers for hand, body and footcare products April 2020
                                                                                                                  • Convenience is important to older shoppers
                                                                                                                    • Figure 81: Priority of quality and convenience when buying hand, body and footcare products, by age, April 2020
                                                                                                                  • Young people look for ethical considerations
                                                                                                                    • Figure 82: Priority of how ethical brand is when buying hand, body and footcare products, by age, April 2020
                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                    • Abbreviations
                                                                                                                      • Consumer research methodology

                                                                                                                      About the report

                                                                                                                      This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                      • The Consumer

                                                                                                                        What They Want. Why They Want It.

                                                                                                                      • The Competitors

                                                                                                                        Who’s Winning. How To Stay Ahead.

                                                                                                                      • The Market

                                                                                                                        Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                      • The Innovations

                                                                                                                        New Ideas. New Products. New Potential.

                                                                                                                      • The Opportunities

                                                                                                                        Where The White Space Is. How To Make It Yours.

                                                                                                                      • The Trends

                                                                                                                        What’s Shaping Demand – Today And Tomorrow.

                                                                                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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