A new poll of 2,000 adults reveals that the typical British bathroom cabinet holds eight different skincare items, including moisturisers, serums, and under-eye cream, all in pursuit of glowing skin. The average adult spends £19.87 per month restocking these products, amounting to over £238 annually.
Unused and unwanted products
One in five adults admitted they own products they rarely use, with sun cream, facemasks, and lip balm topping the list, along with foot creams, hand creams, and body lotion. A quarter of these respondents blamed impulse purchasing for having unused and unwanted products, while 25% said they simply forgot they owned them. Additionally, 14% felt they fell for a ‘good deal’ while shopping, only to realise later they didn’t really want or need the item.
Lack of understanding
Three in 10 adults are not confident they understand what different skincare products are for, and this rises to 46% when it comes to ingredients and their purpose. The research, commissioned by Nivea, also found that one in 10 prefer more expensive skincare because they believe it’s better for their skin. However, 11% have been left feeling underwhelmed by the results of a recent skincare purchase.
Key considerations when buying
The top three most important considerations when buying skincare are price (69%), the brand’s reputation (39%), and the ingredients (38%). While one in five adults believe they get the best results from expensive skincare, 18% feel the same about more affordable options. Notably, 35% of those polled via OnePoll were pleasantly surprised by the quality of a more affordable skincare option.
Generational spending differences
The study also found that Millennials own the most skincare products, averaging 10 items, and spend over £29 per month—around £358 a year. This is closely followed by Gen Z, who part with £27.26 per month, just over £327 annually. In contrast, thrifty Boomers spend only £9.60 per month, the equivalent of £115.20 a year.
Expert and celebrity insights
A spokesperson for Nivea, which has partnered with Vicky Pattison for its Daily Essentials range, said: “The skincare market can feel overwhelming, and while it's great to find specific solutions for specific concerns, sometimes less genuinely is more. What might surprise people is that you don't need to spend a fortune to access genuinely premium ingredients backed-by-science. We've invested heavily in dermatological research and development to ensure our Core Skincare range delivers the same quality ingredients you'd find in luxury skincare, including hyaluronic acid and SPF 30. Being skin savvy not spenny means believing that excellent skincare should be simple, affordable, and actually effective, particularly in today's cost-of-living climate.”
Vicky Pattison added: “It's easy to assume the priciest skincare option is the best, and I used to think the same but that's simply not true. By switching, I’ve really noticed how active ingredients genuinely work, especially when it comes to my skin feeling hydrated, fresh, and smelling great too. So, it’s my mission to get people to make the same switch I did so they no longer need to break the bank to get the best results for their skin.”
Top 10 products owned but rarely used
- Suncream / after-sun lotion
- Facemask / sheet mask
- Lip balm
- Foot cream / mask
- Hand cream
- Body lotion
- Exfoliator / body scrub
- Face scrub
- Shaving gel/foam
- Moisturiser
