Consumers dissatisfied with body care products, finds Mintel


Consumers in the US are unimpressed with the range of body care products on offer, according to new research by Mintel

It found, among lotion-users, 79% wish hand and body lotion lasted longer; while nearly half often feel like they still have dry skin, even right after applying the lotion. 

In addition, 38% of users think hand lotions are too greasy and 37% often feel like lotions leave their skin feeling sticky. Overall, three in 10 people say they still have not found a product that works for them.

“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.”

While the majority of adults use moisturisers for the face, hands, body or feet, product usage is greatest for hand lotion (84%) and lowest for foot creams (63%). More than 40% of all adults use hand and face lotions almost daily and more than half use them more than three days a week. It seems that while the frequency of use is relatively high, the need is greater.

According to Maier, “Most adults can benefit from regular moisturising of their skin due to climate, allergens, sun and other pollutants. Marketers need to make applying moisturiser as fundamental to one’s daily routine as combing their hair or brushing their teeth.”

Gender differences are also significant, reports Mintel. Men (42%) are significantly more likely than women (7%) to say they never use body lotion. 

“By educating men on the skin-damaging effects that come from the sun and environment it could help increase usage among this group,” said Maier.