After seeing a decline in value in 2011 and 2012, the body, hand and foot care market rose in value by 4% in 2013, driven by new innovations. The launch of quick-use products in the body care segment (such as NIVEA In-Shower Moisturiser and Vaseline Spray & Go) in particular boosted the category and highlighted consumer willingness to spend more for products that help them save time in their body care routine.

Although women show higher usage across all body, hand and foot care products, a high proportion of men also show usage across segments. Some 45% of men use body care products, 27% use hand care products and 21% use foot care products. Driving growth in the men’s category by targeting product innovations as well as guiding them in the shopping process could boost the market.

With the value of anti-ageing body care falling by 20% in 2013, and with worry about ageing declining amongst those over 55, this suggests other concerns in this age group that are not being addressed by current innovations. Older people are more likely to agree that regular moisturising is important, yet are less likely to use body care products.

When it comes to foot care products, specific foot concerns drive usage (such as experiencing verrucas or athlete’s foot). This suggests a lack of awareness of the general needs of the skin in different parts of the body, and of the benefits of regular foot care, offering brands operating in the segment opportunities for new communication and innovation.

The market is estimated to see growth in 2014, with slow and steady annual growth predicted thereafter. Growth will be dependent on sustained launch activity, with opportunities in the men’s market and for the over-55s. Within this report we investigate current usage of body, hand and foot care products, factors influencing purchase, and general behaviours relating to the category.

Mintel’s definition of body, hand and foot care includes, as follows:

• Hand care

• Foot care

• Body care, 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 body care products.

• Therapeutic creams for skin conditions such as psoriasis and eczema

• Hardware products such as loofahs and massagers

• Salon treatments which are applied by beauty therapists

• Aromatherapy oils – although body lotions or creams formulated with essential oils are included

• Depilatories or other hair removal products.

To understand usage habits and attitudes within the body, hand and foot care market, Mintel ran a survey of 2,000 internet users aged 16+ in March 2014.

In April 2013, Mintel also conducted an online focus group to further investigate attitudes towards body, hand and foot care.

Value figures throughout this report are at retail selling prices (rsp) unless otherwise stated. Market sizes at constant 2014 prices are calculated using Mintel’s Chemist Goods deflator.

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