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UK Insights

UK consumers spending more on skincare products

Sarah Boistelle

Client Manager

Leisure 16.04.2018 / 09:21


The value of the skincare category has grown 2% but people aren’t buying more, according to Kantar Worldpanel data.

Are Brits becoming more vain? The Skincare & Suncare category has seen growth of 2% over 2017, putting it ahead of the wider Toiletries market, which is declining at 1.6% year on year.

The subcategories of Face and Lip have both contributed positively to value and volume performance in the beauty market, but the data indicates that, generally, the category is growing because people are spending more on products, not necessarily purchasing more products or more frequently.

Facial Skincare has continued to perform well in 2017. This has led to shopper gains particularly for cleansers, with L’Oréal, Garnier and Private Labels boasting new shoppers. What is driving this trend? Well, as the UK population ages, more women are joining the skincare category through purchases of anti-ageing skincare products. However, overall anti-ageing is in decline, so it is non-age which is driving growth in Facial Skincare. Innovation means there are far more products to choose from – Micellar water is an excellent example, really taking off in 2017. Also, Instagram influencers and celebrities have boosted the popularity of specific skincare products, especially face masks – Korean animal masks in particular make for a great selfie on #MaskMonday.

Shoppers are also paying more (per pack) when it comes to their lipcare needs, and they have been buying more per trip in the last year, boosting overall performance. However, shopper losses continue to limit performance, driven by older, less affluent shoppers dropping lipcare from their skincare regime.

While UK shoppers may be going premium when it comes to skincare, the opposite is true in sun protection. Following a tough year in 2016, the suncare subcategory has seen value growth, thanks to attracting new shoppers. Volume hasn’t really grown, however, due to smaller basket sizes, especially when it comes to adult sun protection. Within sun protection overall, higher SPF products (40+) have found new shoppers, while fewer shoppers are buying factor 0 – 15, particularly during summer months. Aftersun has seen good value performance, with shoppers spending more per pack, particularly across the Boots own label range. As the average price per pack drops, suncare brands still need to watch out for the rise of cheaper private label variants.

Source : Kantar Worldpanel

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