Shoppers Dissatisfied with Body Care Offerings

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August 23, 2011

A walk through the health and beauty care departments of most retailers reveals a mind boggling array of lotions and creams, however a majority of end users are dissatisfied with products’ results, leaving the door wide open for store brands.

Despite endless body care product introductions boasting claims of being long-lasting, non-greasy or effective on dry skin, the majority of customers are not happy with the products they have to choose from, according to a new report from market research company Mintel.

“Satisfaction levels for body and hand lotions are well below par,” said 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.”

Among lotion-wearers, 79 percent wish hand and body lotion lasted longer, while nearly half often feel like they still have dry skin, even right after application. In addition, 38 percent of users think hand lotions are too greasy and 37 percent often feel like lotions leave their skin feeling sticky. All in all, some three in 10 people said they still have not found a product that works for them.

The opportunity seems highest in the hand lotion category: 84 percent of shoppers use this product compared to 63 percent that use foot creams. 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.

In addition to a large number of customers not satisfied with the quality of products, the report identified a need for consumer education. “Most adults can benefit from regular moisturizing of their skin due to climate, allergens, sun and other pollutants,” said Maier. “Marketers need to make applying moisturizer as fundamental to one’s daily routine as combing their hair or brushing their teeth.”

There’s even more opportunity in marketing to men, according to the report. Not surprisingly, when it comes to body care products, gender differences are significant: 42 percent of men are more likely than women (7 percent) to say they “never use” body lotion. “By educating men on the skin-damaging effects that come from the sun and environment could help increase usage among this group,” Maier said.

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