Mintel: no loyalty in lotion, affordability is key

Its latest report reveals that nearly a quarter (23 per cent) of those who use the products at least once a week usually just buy what's on sale and that the poor performance of the market is likely due to the prolonged period of economic uncertainty that has consumers adjusting their use of nonessentials.

According to senior analyst Molly Maier, "Product affordability is the most important attribute right now; therefore keeping products within a medium or low price point is key in maintaining consumer participation​."

State of the segment​

The greatest percentage of body care product users are said to be interested in products that offer extra moisture (61 per cent), however, there is a growing interest in products with anti-ageing qualities, as the segment is up by 7 per cent from 23 per cent in 2011.

In terms of gender specifics, women are said to be slathering it on more than men as 96 per cent use body lotion versus 66 per cent amongst men.

In an effort to be thrifty, Maier says consumers are using lotion designed for a specific body part on other areas. “While 94 per cent of respondents say they use hand lotion on their hands, another 28 per cent say they use it on their feet, 43 per cent on their arms and 23 per cent on their legs​.”

Finally, the market researcher says with all the options out there, just over a quarter (27 per cent) of body care consumers say they have yet to find a lotion that works well for them.

Italian market standing out ​

Elsewhere; in the beauty device segment, the market researcher reveals that Italian women are the most device-oriented in Europe.

"The new wave of next generation of at-home beauty devices that harness energy and light to new ingredients that boost cellular energy such as sugar and oxygen are proving to be popular with italian consumers​."

While beauty devices are creating an enormous buzz in the industry, formulators are said to be creating products that promise to boost or replace the effects of devices by building on the concepts of energy and magnetism.