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Hand and Bodycare - UK - June 2015

Hand and Bodycare - UK - June 2015

“Body moisturiser sprays have been positioned in the market as an easy-to-use format, with focus on their quick absorption properties. With high usage of the format amongst those concerned about skin irritation, future claims opportunities could focus on reduced risk of aggravated skin from using the format. The men’s market offers opportunities for body oils, particularly as men show a lower likelihood to associate body oils with being messy, suggesting they could be encouraged into trying them. In the hand care category, innovations offering added-benefits could help to steal back share from own-label brands.”

– Roshida Khanom, Senior Personal Care Analyst

This report looks at the following issues:

Claims opportunities for body moisturiser sprays
Male hand and body offers opportunities
Own-label offers stiff competition in hand care


INTRODUCTION
Definitions
Excluded
Abbreviations
EXECUTIVE SUMMARY
A market in need of stability
Figure 1: Best- and worst-case forecast of UK value sales of hand and body care, 2010-20
Rising employment and an ageing population are key market factors
Decline in new launches in 2013
Figure 2: New product development in the hand and body care categories, by segment, January 2012-April
2015
2014: The year of body oils
Figure 3: Body care, new launches by top ultimate companies, 2014
Body lotions and hand creams show highest usage
Figure 4: Usage of hand and body care products, April 2015
Absorbing quickly is highest indicator
Figure 5: Factors indicating a product is moisturising, April 2015
What we think
ISSUES AND INSIGHTS
Claims opportunities for body moisturiser sprays
The facts
The implications
Male hand and body offers opportunities
The facts
The implications
Own-label offers stiff competition in hand care
The facts
The implications
MARKET DRIVERS
Key points
Need for speed
Figure 6: Changing frequency of bathroom activities, November 2014
Excess skin and weight loss
Figure 7: Experience of cosmetic surgery and interest in future procedures, September 2014
Format opportunities
Figure 8: Desired BPC packaging characteristics – facial moisturiser, August 2014
Rise in employment
Figure 9: Employment and unemployment, 2009-19
Oldest demographic set to rise
Figure 10: Trends in the age structure of the UK population, by gender, 2009-19
WHO’S INNOVATING?
Key points
Decline in body launches since 2012
Figure 11: New product development in the hand and body care categories, by segment, January 2012-
April 2015
Figure 12: Hema launches in the body care category, January-April 2015
Body care shows little change in claims landscape
Figure 13: Top ten positioning claims (in 2014) in the body care market, 2013 and 2014
2014: The year of body oils
Figure 14: New launches in the UK body care market, by top ultimate companies and other, 2014
Figure 15: Examples of oil-inspired launches in the body care segment from L’Oréal subsidiaries, June-Dec
2014 and Jan-April 2015
Own-label launches in hand care decline
Figure 16: Hand care launches, branded vs own-label, Jan 2012-April 2015
Figure 17: Examples of own-label hand care launches, 2014
Most innovating brands make up just 7% of new hand care launches
Figure 18: New launches in the UK hand care market, by top ultimate companies and other, 2014
Rise in free-from claims for hand care
Figure 19: Top ten positioning claims (in 2014) in the hand care market, 2013 and 2014
MARKET SIZE AND FORECAST
Key points
A market in need of stability
Figure 20: UK retail value sales of hand and body care, at current and constant prices, 2010-20
Slow growing market
Figure 21: Best- and worst-case forecast of UK value sales of hand and body care, 2010-20
Forecast methodology
SEGMENT PERFORMANCE
Key points
Overall growth in all segments
Figure 22: UK retail value sales of hand and body care, years ending March, 2014 and 2015
Dry skin treatments see a rise
Figure 23: UK retail value sales of body care, by type, years ending March, 2014 and 2015
Prestige shows a decline
Figure 24: UK retail value sales of hand and body care, by mass vs prestige, years ending March, 2014 and
2015
MARKET SHARE
Key points
Oilatum shows strong growth in body care
Figure 25: Brand shares in the mass body care market, years ending March, 2014 and 2015
Own-label shows greatest growth segment in hand care
Figure 26: Brand shares in the mass hand care market, years ending March, 2014 and 2015
COMPANIES AND PRODUCTS
Unilever
Background and structure
Strategy and financial performance
Figure 27: Key financials for Unilever UK Limited, 2012-13
Product range and innovation
Figure 28: Examples of new product launches by Unilever in the hand and body care market, May 2014-
April 2015
Marketing and advertising
Beiersdorf
Background and structure
Strategy and financial performance
Figure 29: Beiersdorf UK Limited financial performance, 2012 and 2013
Product range and innovation
Figure 30: Examples of new product launches by Beiersdorf and its subsidiaries in the hand and body care
market, May 2014-April 2015
Marketing and advertising
Oriflame
Background and structure
Strategy and financial performance
Figure 31: Oriflame (global) financial performance, 2012-13
Product range and innovation
Figure 32: Examples of new product launches by Oriflame in the hand and body care market, May 2014-
April 2015
Marketing and advertising
L’Oréal
Background and structure
Strategy and financial performance
Figure 33: L’Oréal (UK) Ltd financial performance, 2012-13
Product range and innovation
Figure 34: Examples of new product launches by L’Oréal and its subsidiaries in the hand and body care
market, May 2014-April 2015
Marketing and advertising
Johnson & Johnson
Background and structure
Strategy and financial performance
Figure 35: Johnson & Johnson Limited financial performance, 2012-13
Product range and innovation
Figure 36: Examples of new product launches by Johnson & Johnson in the body and hand care market,
May 2014-April 2015
Marketing and advertising
BRAND RESEARCH
Key points
Brand map
Figure 37: Attitudes towards and usage of selected brands, May 2015
Key brand metrics
Figure 38: Key metrics for selected brands, May 2015
Brand attitudes: Dove and NIVEA enjoy association with trust and confidence
Figure 39: Attitudes, by brand, May 2015
Brand personality: E45 lacks an association with upbeat personality traits
Figure 40: Brand personality – Macro image, May 2015
Molton Brown has strong perception of glamour and indulgence
Figure 41: Brand personality – Micro image, May 2015
Brand analysis
NIVEA has a strong overall brand image
Figure 42: User profile of NIVEA, May 2015
E45 has a somewhat clinical brand image among consumers
Figure 43: User profile of E45, May 2015
Dove is successful in promoting confidence among younger groups
Figure 44: User profile of Dove, May 2015
Neutrogena lacks outstanding personality traits
Figure 45: User profile of Neutrogena, May 2015
Molton Brown enjoys strongest image of glamour
Figure 46: User profile of Molton Brown, May 2015
Aveeno’s colloidal oatmeal inclusion helps boost natural credentials
Figure 47: User profile of Aveeno, May 2015
Boots Botanics has natural brand image but lags behind on performance
Figure 48: User profile of Boots Botanics, May 2015
BRAND COMMUNICATION AND PROMOTION
Key points
Direct mail and radio decline in advertising
Figure 49: Main monitored media advertising spend on hand and body care, January 2012-April 2015
Unilever and Beiersdorf lead advertising spend
Figure 50: Main monitored media advertising spend on hand and body care, by top advertisers, 2014
CHANNELS TO MARKET
Key points
Grocery multiples lead the market
Figure 51: UK retail value sales of hand and body, by outlet type, 2013-14
THE CONSUMER – HAND AND BODY CONCERNS
Key points
Working conditions driving hand and body concerns
Figure 52: Hand and body skin concerns, by age, April 2015
Hand cosmetics opportunity for the ageing
Dry skin is the biggest concern
Figure 53: Hand and body concerns, April 2015
Oily skin and stretch marks are young worries too
Women have more concerns
Figure 54: Selected body skin concerns, by gender, April 2015
THE CONSUMER – USAGE OF HAND AND BODY CARE
Key points
Older people may switch to emollients
Figure 55: Usage of hand and body care products, April 2015
Young people use different formats
Concern drives greater usage
Figure 56: Usage of body lotions and hand cream, by any body /hand concerns, April 2015
Post-bath/shower usage is high
Figure 57: Usage occasions of most popular hand and body care products, April 2015
Bedtime body care
Ease of use encourages usage throughout the day
Men use body lotion throughout the day
Figure 58: Usage occasions of body lotion, by gender, April 2015
THE CONSUMER – PERCEPTIONS OF FORMAT TYPES
Key points
Methodology
Moisturising attributes drives regular usage
Figure 59: Correspondence analysis, March 2015
Sprays do not rate highly for ease-of-use
Pampering products used before bed
Figure 60: Perception of format types, March 2015
All formats leave a residue
THE CONSUMER – FACTORS INDICATING MOISTURISING
Key points
Absorbing quickly is highest indicator
Figure 61: Factors indicating a product is moisturising, April 2015
Women are tactile, men are visual
Figure 62: Factors indicating a product is moisturising, by gender, April 2015
Usage affects perceptions
THE CONSUMER – PURCHASE OF HAND AND BODY CARE PRODUCTS
Key points
Majority of people buy their own products
Figure 63: Purchase of hand and body care products, April 2015
Quick absorption is top purchase influencer
Figure 64: Factors influencing purchase of hand and body care products, April 2015
24hrs moisture is more important than 12hrs
Older people are interested in anti-ageing skincare
Irritation drives interest in ingredients
UK RESEARCH METHODOLOGY
Consumer research
Sampling and weighting
Definitions
Qualitative Research
Further Analysis
Brand & Social Media Research
Trade research
Informal
Formal
Desk research
Statistical Forecasting

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