Mintel highlights big opportunity for body care manufacturers as consumers express discontent
According to research carried out by Mintel, 79 percent of those surveyed wished hand and body lotion would not run out so fast while nearly half claimed to feel like they had dry skin, even right after applying the product.
In addition, 38 percent of users think hand lotions are too greasy and 37 percent often feel like lotions leave their skin feeling sticky.
Consumers not happy
Despite body care product introductions boasting claims of being long-lasting, non-greasy or effective on dry skin, the new Mintel report reveals that the majority of consumers are not happy with the products they have to choose from.
“Satisfaction levels for body and hand lotions are well below par,” notes Molly Maier, senior analyst at Mintel.
“This provides manufacturers with an opportunity, since despite being unhappy with their selections; the majority of adults still use body care products on a daily basis and will try different brands and formulations until they’re happy with one.”
Whilst the majority of those surveyed use moisturizers all over, the greatest product usage was for hand lotion (84 percent) and lowest for foot creams (63 percent).
Frequent use
According to results, more than 40 percent of all adults use hand and face lotions almost daily and more than half use them more than three days a week. Mintel commented that while it seems that the frequency of use is relatively high, the need is greater.
According to Molly Maier, “Most adults can benefit from regular moisturizing of their skin due to climate, allergens, sun and other pollutants. Marketers need to make applying moisturizer as fundamental to one’s daily routine as combing their hair or brushing their teeth.”
Hardly breaking news, but the research also found that when it comes to body care products, gender differences are significant.
Men (42 percent) are significantly more likely than women (7percent) to say they “never use” body lotion. “By educating men on the skin-damaging effects that come from the sun and environment it could help increase usage among this group,” Molly Maier concluded.
