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Mintel Report Shows Gaps in Customer Satisfaction With Body Care

Posted: August 19, 2011

Despite endless body care product introductions boasting claims of being long-lasting, nongreasy or effective on dry skin, a new report from market research company Mintel reveals the majority of those who slather these products on are not happy with those they have to choose from.

Among lotion-wearers, 79% wish hand and body lotions 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 lotions leave their skin feeling sticky. All in all, some 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,” notes Molly Maier, senior analyst at Mintel. “This provides [brand owners and] 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 moisturizers 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 moisturizing of their skin due to climate, allergens, sun and other pollutants. Marketers need to make applying moisturizer as fundamental to one’s daily routine as combing their hair or brushing their teeth.”

Not surprisingly, when it comes to body care products, gender differences are also significant. 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,” Maier concludes.