Forget loyalty when it comes to body care products. New research from Mintel finds that nearly a quarter (23%) of those who use body care products at least once a week usually just buy what’s on sale. The market research firm contends this has contributed to a 10% decline in sales of body care products from 2007-2012.
“The poor performance of the body care market is likely due to the prolonged period of economic uncertainty that has consumers adjusting their use of nonessentials,” said Molly Maier, senior analyst at Mintel. “Product affordability is the most important attribute right now, therefore keeping products within a medium or low price point will be key in maintaining consumer participation.”
The greatest percentage of body care product users are interested in products that offer extra moisture (61%), however, there is a growing interest in products that claim to have anti-aging qualities, with 30% of weekly users seeking anti-aging products compared to 23% in 2011.