Imogen Matthews, Consultant06.03.19
The body is considered as the “new face” among certain European consumers and is indicative of those who now pay as much attention to their bodily skin as their facial skin. Innovation in body care is strong with a focus on indulgent and well-being formulations, while specialized concepts are helping to add value to a category that is shaking off its staid image.
According to market research provider Euromonitor International, the body care market grew by 2% in Western Europe in 2018, with growth led by markets such as Norway, Germany and the UK. One of the key drivers is a growing awareness for wellbeing solutions.
“As consumers look for ways to escape their modern hectic lifestyles and uneven work-life balance, using luxurious bathing and body products offers a way to relax, unwind and boost their overall mood,” comments Gabriella Beckwith, Euromonitor analyst, beauty and fashion.
She observes that the trend toward more luxury products is providing body care brands with premiumization opportunities through novel concepts which enhance perceptions of quality, that go beyond price tags and “luxury” labels.
Cream is the preferred format for body care products across all European countries, except in Denmark, where oil formulas dominate, according to GlobalData’s 2017 research.
This preference for moisture-rich, hydrating formulas is evident in cooler Nordic nations, including Sweden, where oils and serums are mostly used after creams and in the Netherlands, where oil is the third most preferred format after creams and gels,” explains Lia Neophytou, analyst, GlobalData. “This highlights the potential for brands to consider the overall climate in which consumers live to provide highly targeted skin care solutions.”
Wellbeing Benefits
Social media plays a key role in encouraging consumers to address mental health and stress levels by spending more time and money on body care. Indeed, Mintel has recorded an increase in body care launches that promote the ability to de-stress, induce happiness, aid sleep and incorporate on-trend adaptogenic herbs containing “stress-reducing” compounds. Examples include Perfecta Endorfinium Aroma (Poland), formulated with GABA-Beta-Endorphin complex that is designed to inhibit the stress hormone, cortisol and activate beta-endorphin, the happiness hormone. Neom Organics Scent to Sleep collection uses a blend of 19 essential oils to help the user relax and prepare for sleep.
More Specialized NPD
Although the majority of body care products offer multifunctional benefits, such as hydrating, soothing and skin softening, Mintel suggests there are more opportunities for specialized NPD and targeting, such as among older consumers. In 2017 research, Mintel recorded more than half of consumers aged 55 plus living in Germany, Spain, and France buy body and foot care products, yet targeted body care launches for mature skins were extremely limited; in the 12 months to July 2018 period just 9% of new body care products made an anti-aging claim. Most innovations are niche, such as Numis Med Gesunde Haut Senior Care, a German protective skin care lotion for dry and sensitive skin that targets the elderly and infirm in easy-to-use packaging. Another is Vaseline Intensive Care Mature Skin Rejuvenation Moisture Restoring Lotion, containing vitamin B3 and micro-droplets of Vaseline jelly to help dry, aging skin feel less tight and more resilient.
Men who exercise regularly is another unexploited opportunity for body care brands. According to Mintel 2017 research, 28% of UK men exercise more than four times a week, up from 24% in 2016. A rare example of NPD that targets active men is All Naturals Sport Ultra Performance Soothing Body Oil, which features the image of a man exercising and claims to reduce muscle tension and speed up muscle hydration post exercise. While much attention is now focused on men’s grooming needs around skin care and beard care, brands have yet to maximize the potential for body-oriented products that fit into men’s lifestyles.
Looking for something more specific and a bit more, um, intimate? Body care brands are starting to target specific body areas, such as the bust and buttocks.
“While some are aimed at mothers and post-pregnancy breast care, a number of launches have wider appeal,” states Rosalia di Gesu, global beauty and personal care analyst, Mintel.
For example, Yoskine Okasan Mama Balsam Firming Breast Balm from Poland aims to prevent loss of firmness during pregnancy and breastfeeding, while helping to soothe swollen and painful breasts.
Meanwhile, Mintel has noted more innovative sheet formats inspired by the face sheet mask trend from Asia. Hollywood Skin Active Body-Patches for the Bum (Germany) contain natural ginkgo biloba, caffeine and capasaicin, designed to firm the skin; KoCostar Camouflage Series (France) includes sheet masks in camouflage designs, including a breast mask and a belly mask to lift up skin.
New Body Care Ingredients
Europeans increasingly demand natural and ethical ingredients in body care as they progressively learn more about the impact of modern lifestyles on health and the environment.
Jo Lawlor, global skin care analyst, Mintel, has identified the following ingredients with potential:
Imogen Matthews
Headington, Oxford UK
Tel: +44 1865 764918
Imogen Matthews is a respected consultant, journalist and researcher focusing on trends in the beauty industry. She regularly contributes to many of the world’s foremost beauty trade titles. Every year in April, she publishes The Premium Market Report, focusing on trends in the UK premium beauty markets.
www.thepremiummarketreport.com
According to market research provider Euromonitor International, the body care market grew by 2% in Western Europe in 2018, with growth led by markets such as Norway, Germany and the UK. One of the key drivers is a growing awareness for wellbeing solutions.
“As consumers look for ways to escape their modern hectic lifestyles and uneven work-life balance, using luxurious bathing and body products offers a way to relax, unwind and boost their overall mood,” comments Gabriella Beckwith, Euromonitor analyst, beauty and fashion.
She observes that the trend toward more luxury products is providing body care brands with premiumization opportunities through novel concepts which enhance perceptions of quality, that go beyond price tags and “luxury” labels.
Cream is the preferred format for body care products across all European countries, except in Denmark, where oil formulas dominate, according to GlobalData’s 2017 research.
This preference for moisture-rich, hydrating formulas is evident in cooler Nordic nations, including Sweden, where oils and serums are mostly used after creams and in the Netherlands, where oil is the third most preferred format after creams and gels,” explains Lia Neophytou, analyst, GlobalData. “This highlights the potential for brands to consider the overall climate in which consumers live to provide highly targeted skin care solutions.”
Wellbeing Benefits
Social media plays a key role in encouraging consumers to address mental health and stress levels by spending more time and money on body care. Indeed, Mintel has recorded an increase in body care launches that promote the ability to de-stress, induce happiness, aid sleep and incorporate on-trend adaptogenic herbs containing “stress-reducing” compounds. Examples include Perfecta Endorfinium Aroma (Poland), formulated with GABA-Beta-Endorphin complex that is designed to inhibit the stress hormone, cortisol and activate beta-endorphin, the happiness hormone. Neom Organics Scent to Sleep collection uses a blend of 19 essential oils to help the user relax and prepare for sleep.
More Specialized NPD
Although the majority of body care products offer multifunctional benefits, such as hydrating, soothing and skin softening, Mintel suggests there are more opportunities for specialized NPD and targeting, such as among older consumers. In 2017 research, Mintel recorded more than half of consumers aged 55 plus living in Germany, Spain, and France buy body and foot care products, yet targeted body care launches for mature skins were extremely limited; in the 12 months to July 2018 period just 9% of new body care products made an anti-aging claim. Most innovations are niche, such as Numis Med Gesunde Haut Senior Care, a German protective skin care lotion for dry and sensitive skin that targets the elderly and infirm in easy-to-use packaging. Another is Vaseline Intensive Care Mature Skin Rejuvenation Moisture Restoring Lotion, containing vitamin B3 and micro-droplets of Vaseline jelly to help dry, aging skin feel less tight and more resilient.
Men who exercise regularly is another unexploited opportunity for body care brands. According to Mintel 2017 research, 28% of UK men exercise more than four times a week, up from 24% in 2016. A rare example of NPD that targets active men is All Naturals Sport Ultra Performance Soothing Body Oil, which features the image of a man exercising and claims to reduce muscle tension and speed up muscle hydration post exercise. While much attention is now focused on men’s grooming needs around skin care and beard care, brands have yet to maximize the potential for body-oriented products that fit into men’s lifestyles.
Looking for something more specific and a bit more, um, intimate? Body care brands are starting to target specific body areas, such as the bust and buttocks.
“While some are aimed at mothers and post-pregnancy breast care, a number of launches have wider appeal,” states Rosalia di Gesu, global beauty and personal care analyst, Mintel.
For example, Yoskine Okasan Mama Balsam Firming Breast Balm from Poland aims to prevent loss of firmness during pregnancy and breastfeeding, while helping to soothe swollen and painful breasts.
Meanwhile, Mintel has noted more innovative sheet formats inspired by the face sheet mask trend from Asia. Hollywood Skin Active Body-Patches for the Bum (Germany) contain natural ginkgo biloba, caffeine and capasaicin, designed to firm the skin; KoCostar Camouflage Series (France) includes sheet masks in camouflage designs, including a breast mask and a belly mask to lift up skin.
New Body Care Ingredients
Europeans increasingly demand natural and ethical ingredients in body care as they progressively learn more about the impact of modern lifestyles on health and the environment.
Jo Lawlor, global skin care analyst, Mintel, has identified the following ingredients with potential:
- Kefir is a fermented food promoted for gut health and to boost immunity.
- Synthetic fluorphlogopite is a synthetic alternative to natural mica.
- Roots such as willow herb and turmeric offer many compounds that can provide skin benefits.
Imogen Matthews
Headington, Oxford UK
Tel: +44 1865 764918
Imogen Matthews is a respected consultant, journalist and researcher focusing on trends in the beauty industry. She regularly contributes to many of the world’s foremost beauty trade titles. Every year in April, she publishes The Premium Market Report, focusing on trends in the UK premium beauty markets.
www.thepremiummarketreport.com
