To make a breakthrough in skin care and anti-ageing bodycare, it is essential to build a strong brand presence. Our research reveals that the right combination of value perceptions, targeted treatments and claim credibility can reduce the barriers to entry by reaching more potential customers.
NPD increased in 2021, opening the door to innovation.
The bodycare category has lagged behind facial skincare in its adoption of anti-ageing claims. In 2021, there was an uplift in bodycare launches carrying several key anti-ageing claims, which reflects a broader shift in the category toward more targeted skincare solution.
However, there is room for further innovation as the penetration of anti-ageing claims continues to lag behind the facial skincare category, despite strong consumer demand. This presents opportunities to learn from anti-ageing facial skincare innovation to boost bodycare engagement.
Global: % of bodycare launches carrying select anti-ageing claims, 2017-21
The body care market is estimated in $8.2 billion (2021), according to latest projections. This highlights the rising popularity of skincare solutions for the body as consumer demand for targeted and technologically advanced products increases.
Bodycare category is very sensitive
Bodycare is one of the most sensitive categories in terms of price, meaning that brands must be mindful of value perceptions and purchase considerations. This is especially pertinent for anti-ageing innovation, where enquiries are high but purchases are low.
As such, it is important to communicate benefits beyond anti-ageing as one of the drivers behind bodycare usage. However, scent remains one of the most potent drivers for use and has a greater impact on preference than any other attribute.
In addition to this, brands should consider utilising trending ingredients such as hyaluronic acid and inulin in order to further boost appeal and differentiate their products from competitors' offerings.
UK: purchase drivers for hand, body and footcare products, 2020
* claim matches anti-ageing
Base: UK: 1,607 internet users aged 16+ who buy their own hand, body or footcare products
Source: Kantar Profiles/Mintel, April 2020
Anti-ageing bodycare remains a growing category with rising value sales, driven by an increasingly ageing population and increased spending on beauty products. Understanding how consumers view anti-ageing innovation is key to helping brands shape their innovation strategy in this category.
Comments