Many of the trends driving growth in facial skin care are also applicable to the body care market. European consumers seek convenience and value, but also demand products that offer more than basic moisturization, such as anti-aging properties and ingredients that can mimic the effects of consumer surgery.

European sales of body care products rose 3.1% and topped $4.8 billion last year, according to Datamonitor. It is no longer a given that the top five countries include Spain, as data showed that Poland and Russia are now significant contributors to growth, with sales rising 8.2% and 7.0%, respectively. The UK also posted solid gains, up 7.6%, while Germany and Italy performed in line with the European average. Meanwhile French body care sales dropped sharply by 5.5%.

The importance of Poland is further confirmed by Kantar Worldpanel penetration data for 2014, which showed that 65% of women and 18% of Polish men use body care products. Poland also has the highest percentage of women using body care at 10.2 times a week, compared to the European average of 7.3, suggesting that many apply body lotions/creams twice a day. When questioned why they use body care products, 88% of Polish women said it was to hydrate their skin. Further analysis reveals that hand moisturizers are driving this trend—with 23% of Polish women saying they use this format, compared to the European average of 15%. By comparison, usage of body lotions is low with just 6% of Polish women claiming to use, which is half the European average. A similar picture emerges for Russian women, who are also light on body lotion usage and more inclined to use hand care products.

Premium Can’t Keep Pace
According to NPD Group, sales of premium body care have suffered in 2014, with declines of between 6% and 9% recorded in the four major measured markets: Italy, UK, France and Spain. By volume, body care products slumped by 12% in Italy and 13% in France, suggesting that consumers in these countries are trading down to cheaper items. NPD researchers suggest that the decline may also be linked to a lack of innovation in premium body care in Europe.

Anti-aging product claims are now commonplace among body care products as consumers take a more holistic view of addressing the impact, not only on the face but also the body. According to Datamonitor Consumer’s 2014 Q4 global survey, while only 32% of Europeans currently use anti-agers targeted at the general body, a further 48% currently do not, but would consider using them in the future.

“This is a high potential avenue in the future and highlights the growing importance consumers place on addressing age-related concerns beyond the face,” commented Jamie Mills, associate analyst.

Dm Balea Beauty Effect Body Lotion is a recent example. Launched in the Czech Republic, it features hyaluronic acid to support skin regeneration as well as vitamin E to protect against free radicals in the skin. Mills also draws attention to Nivea In-Shower Firming Q10 body lotion, which was launched in Spain. It contains co-enzyme Q10 to stimulate cell regeneration and improve elasticity and firmness of the skin.

A further trend among European consumers is the desire for products that are both convenient and provide value-for-money. Nivea’s In-Shower Milk & Cocoa body lotion launched in Spain which is designed for application in the shower and saves time applying moisturizer after drying.

“Multifunctional products continue to gain ground within the body care space in response to the popularity of alphabet facial care products, particularly as they represent both convenient and value for money solutions in the application of a single product,” stated Mills.

One such example is Venus Multifunctional CC Mousse, a product launched in Poland that claims to deliver eight benefits in one such as blurring imperfections, evening skin tone, smoothing, brightening and providing 24-hour moisture. The product also claims to cover the appearance of spider veins, scars and bruises, and contains a natural UV filter for basic SPF protection.

Active Body Care
According to Datamonitor consumer research findings, 57% of Europeans would never consider undergoing cosmetic surgery to enhance their appearance and a further 28% would prefer to try non-invasive treatments first. Those statistics explain the trend toward active body care treatments.

“This is in line with the growth of the cosmeceutical trend across global markets which is creating opportunities for innovation into active products that can simulate the effects of invasive and surgical treatments as well as using ingredients traditionally confined to the invasive space,” observed Mills.

Initially, the focus has been on face care, but it is now moving to target areas such as the buttocks, breasts and stomach with sculpting, firming and anti-cellulite formulations. Indeed, in Spain, anti-cellulite products are the leading segment in premium body care, according to NPD Group. Bielenda Look Sexy Invisible Bra Gel launched in Poland and is an example of this approach. It claims to “model the bust without a scalpel” and is formulated with silicone and hyaluronic acid to provide a breast-lift effect of up to 2cm. Another example is Bust Fix, by UK brand Nip + Fab, which is a light serum containing mangosteen extract designed to visibly plump and firm the appearance of skin around the bust and décolleté. 

Growing consumer interest in products featuring more unusual and novel ingredients is resulting in a proliferation of new body care launches offering sensory benefits. The trend ties in with Datamonitor research showing that European consumers are very experimental, with 60% often experimenting or occasionally buying different body care products. Notable examples include Cime Himalaya Universal Balm, launched in France and Belgium, which is formulated with chiuri butter from the Himalayas and is said to treat irritated dry skin, tired muscles, stiff joints and prepare muscles for exercise.

Then there’s Olivolio Botanics’ Donkey Milk Body Lotion, which is sold in Greece. It should come as no surprise that the formula contains donkey milk, which is said to benefit irritated skin and is said to be an effective anti-aging treatment.

Just goes to show you, that when it comes to body care, consumers are more than willing to improve the appearance of their butts using products from an ass!

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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