The average adult spends more than £238 a year on skincare – despite not always knowing what each product is for
A poll of 2,000 adults found the typical bathroom cabinet is home to eight different items, including moisturisers, serums and under eye cream, all in the pursuit of glowing skin. The average adult spends £19.87 a month restocking their products.
One in five also admitted they own products they rarely use, with sun cream, facemasks and lip balm at the top of the list, along with foot creams, hand creams and body lotion. A quarter of these blamed impulse purchasing for having unused and unwanted products filling their cabinets, while 25% simply forgot they even owned it.
But 14% felt they fell for a ‘good deal’ when out shopping, only to then realise they didn’t really want or need it.
Three in 10 also aren’t confident they understand what the different skincare products are for, with this rising to 46% when it comes to the ingredients and their purpose.
The research, commissioned by Nivea, also found one in 10 prefer more expensive skincare as they believe it’s better for their skin
However, 11% have been left feeling underwhelmed by the results of a recent skincare purchase.
The top three most important considerations when buying skincare are price (69%), the brand’s reputation (39%) and the ingredients (38%).
However, while one in five of all adults believe they get the best results from expensive skincare, 18% feel the same way about more affordable options. With 35% of those polled, via OnePoll, left pleasantly surprised by the quality of a more affordable skincare option.
The study also found Millennials own the most skincare products at 10, spending an average of more than £29 a month – around £358 a year. This was closely followed by Gen Z who part with £27.26 per month – just over £327 a year. But it drops to just £9.60 among thrifty Boomers – the equivalent of £115.20 a year.
A spokesperson for the skincare brand, 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 said: “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