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Soap, Bath and Shower Products - US - March 2013

Published By :

Mintel

Published Date : Mar 2013

Category :

Personal Care

No. of Pages : 245 Pages

Countries covered: United States

Changing habits have shown a decrease in the frequency of bathing and an increase in the frequency of showering, translating to a growth in the shower market. This is driven by time constraints and increased water bills but also an ageing population with mobility issues. Extending the shower category to offer greater benefits to the consumer, or even deliver pampering benefits associated with bathing, could grow the market further.

Roshida Khanom, OTC and Personal Care Analyst

Some questions answered in this report include:
  • How have changing bathing/showering habits impacted the market?
  • What are the claims opportunities for market?
  • How is own-label performing in this category?
  • How important are ingredients in this category?
Table of Content

INTRODUCTION
Definitions 
Excluded 
Methodology 
Consumer research 
Abbreviations 

EXECUTIVE SUMMARY
The market 
Figure 1: Best and worst-case forecast of UK retail value sales of soap, bath and shower products, 2007-17 . 13
Market factors 
Companies, brands and innovation 
Figure 2: Percentage share of new product launches in the UK deodorants market, by top 5 claims, 2008-12 14
Figure 3: Manufacturers’ shares in value soap, bath and shower products, year ending 1st December 2012 .. 15
The consumer 
Figure 4: Soap, bath and shower products purchased in the last 6 months, by gender, November 2012 
Figure 5: Attitudes towards shopping for soap, bath and shower products, November 2012 
Figure 6: Interest in new product attributes, November 2012 
What we think 

ISSUES IN THE MARKET
How have changing bathing/showering habits impacted the market? 
What are the claims opportunities for market? 
How is own-label performing in this category? 
How important are ingredients in this category? 
TREND APPLICATION
Trend: Slow It All Down 
Trend: Minimize me 
Mintel Futures: Old Gold 

MARKET DRIVERS
Key points 
Household budgets will continue to tighten 
Figure 7: GDP, PDI and consumer expenditure, at current prices, 2007-17 
Growth in population will boost the market 
Figure 8: Trends in the age structure of the UK population, 2007-17 
Price over quality 
Figure 9: Trends in level of receptiveness to quality, 2008-12 
Lower environmental involvement 
Figure 10: Attitudes towards the environment, 2012 
Increase in skin complaints resulting in greater focus on skin care 
Figure 11: Trends in incidence of skin complaints and stress in last 12 months, 2008-12 

STRENGTHS AND WEAKNESSES
Strengths 
Weaknesses 

WHO’S INNOVATING?
Key points 
Launches by segment 
Figure 12: Trends in soap, bath and shower product launches in the UK, by sector, 2008-12 
Botanical/herbal claims are losing their impact 
Figure 13: Growth index of total launches in the UK soap, bath and shower products market, 2008-12 
Figure 14: Percentage share of new product launches in the UK soap, bath and shower products market, by
top 5 claims, 2008-12 
All natural and organic and botanical/herbal launches 
Figure 15: Natural and organic launches in 2012 
Figure 16: Free-from products launched in 2012 
Own-label launches have remained consistent year on year 
Figure 17: Product launches within UK soap, bath and shower products market, percentage branded vs.
own- label, 2008-12 
Innovation has little impact on market share 
Figure 18: Product launches within UK soap, bath and shower products, percentage share, by company,
2012 
Few product or packaging innovations 
Figure 19: Product launches within the UK soap, bath and shower products, percentage share, by launch
type, 2008-12 
Examples of new product launches 

MARKET SIZE AND FORECAST
Key points 
Figure 20: UK retail value sales of soap, bath and shower products, at current and constant prices, 2007-17 . 43
Future growth expectations 
Figure 21: Best and worst-case forecast of UK retail value sales of soap, bath and shower products, 2007-
17 
Shower products predicted to see strongest growth 
Figure 22: Best and worst-case forecast of UK retail value sales of shower products, 2007-17 
Bath products are the weakest category 
Figure 23: Best and worst-case forecast of UK retail value sales of bath products, 2007-17 
Soap products will see slow and small growth 
Figure 24: Best and worst-case forecast of UK retail value sales of soap products, 2007-17 
Forecast methodology 

SEGMENT PERFORMANCE
Key points 
Figure 25: UK retail value sales of soap, bath and shower products by category, 2011-12 
Showering increases in popularity compared with bathing 
Liquid soaps continue to have greater market share than bar soaps 

MARKET SHARE
Key points 
Unilever and PZ Cussons are the market leaders 
Figure 26: Manufacturers’ shares in value sales of soap, bath and shower products, (year ending 3rd
December 2011 and 1st December 2012) 
Own-label sees drop in soap sales 
Figure 27: Manufacturers’ shares in value soap products, year ending 3rd Dec 2011 and 1st Dec 2012 
Unilever dominates bath products 
Figure 28: Manufacturers’ shares in value bath products, year ending 3rd Dec 2011 and 1st Dec 2012 
14% eroded from own-label share of shower products 
Figure 29: Manufacturers’ shares in value shower products, year ending 3rd Dec 2011 and 1st Dec 2012 

COMPANIES AND PRODUCTS
Beiersdorf 
Background and structure 
Strategy and performance 
Figure 30: Key financials for Beiersdorf UK Limited, 2010 and 2011 
Product range and innovation 
Figure 31: Selected products launched by Beiersdorf in the UK soap, bath and shower products market,
2012 
Marketing and advertising 
Procter & Gamble 
Background and structure 
Strategy and performance 
Figure 32: Financial performance of Procter & Gamble (global), 2011 and 2012 
Product range and innovation 
Figure 33: Selected products launched by P&G in the UK soap, bath and shower products market, 2012 
Marketing and advertising 
Johnson & Johnson 
Background and structure 
Strategy and performance 
Figure 34: Financial performance of Johnson & Johnson in the UK, 2010 and 2011 
Product range and innovation 
Colgate Palmolive 
Background and structure 
Strategy and performance 
Figure 35: Financial performance of Colgate-Palmolive, 2010 and 2011 
Product range and innovation 
Figure 36: Selected products launched by Colgate-Palmolive in the UK soap, bath and shower products
market, 2012 
Marketing and advertising 
PZ Cussons 
Background and structure 
Strategy and performance 
Figure 37: Global financial performance of PZ Cussons, 2011 and 2012 
Product range and innovation 
Figure 38: Selected products launched by PZ Cussons in the UK soap, bath and shower products market,
2012 
Marketing and advertising 
Unilever 
Background and structure 
Strategy and performance 
Figure 39: Global financial performance of Unilever, 2010 and 2011 
Product range and innovation 
Figure 40: Selected products launched by Unilever in the UK soap, bath and shower products market, 2012 . 66
Marketing and advertising 

BRAND RESEARCH
Brand map 
Figure 41: Attitudes towards and usage of brands in the soap, bath and shower products sector, December
2012 
Correspondence analysis 
Brand attitudes 
Figure 42: Attitudes by soap, bath and shower products brand, December 2012 
Brand personality 
Figure 43: Soap, bath and shower products brand personality – macro image, December 2012 
Figure 44: Soap, bath and shower products brand personality – micro image, December 2012 
Brand experience 
Figure 45: Soap, bath and shower products brand usage, December 2012 
Figure 46: Satisfaction with various soap, bath and shower products brands, December 2012 
Figure 47: Consideration of soap, bath and shower products brands, December 2012 
Figure 48: Consumer perceptions of current soap, bath and shower products brand performance, December
2012 
Figure 49: Soap, bath and shower products brand recommendation – Net Promoter Score, December 2012 . 78
Brand index 
Figure 50: Soap, bath and shower products brand index, December 2012 
Figure 51: Soap, bath and shower products brand index vs. recommendation, December 2012 
Target group analysis 
Figure 52: Target groups, December 2012 
Figure 53: Soap, bath and shower products brand usage, by target groups, December 2012 
Group One – Conformists 
Group Two – Simply the Best 
Group Three – Shelf Stalkers 
Group Four – Habitual Shoppers 
Group Five – Individualists 

BRAND COMMUNICATION AND PROMOTION
Key points 
Advertising spend has seen a decrease in 2012 
Figure 54: Main monitored above the line media advertising spend on soap, bath and shower products,
2008-12 
Shower gel makes up the majority of ad spend 
Figure 55: Main monitored media advertising spend on soap, bath and shower products, by product
category, 2012 
Unilever and Colgate Palmolive are the biggest spenders 
Figure 56: Main monitored media advertising spend on soap, bath and shower products, by advertiser, 2012 87
Advertising spend by media type 
Figure 57: Main monitored media advertising expenditure on soap, bath & shower products, by media type,
2008-12 

CHANNELS TO MARKET
Key points 
Distribution 
Figure 58: Retail sales of soap, bath and shower products, by outlet type, 2011and 2012 

THE CONSUMER – USAGE AND FREQUENCY OF SOAP, BATH AND SHOWER PRODUCTS
Key points 
Liquid soap and shower products staple items 
Figure 59: Trends in usage of soap, bath and shower products, by gender, 2012 
Shower products are favourable for young, busy adults 
Figure 60: Trends in usage of shower gels/cream/body wash, by gender, 2008-12 
Largest rise in liquid soap use led by the ladies 
Figure 61: Trends in usage of liquid soap/handwash, by gender, 2008-12 
Bar soap is preferred by older consumers 
Figure 62: Trends in usage of bar of soap, by gender, 2008-12 
Trends in use of bath additives 
Figure 63: Trends in usage of bath oils/liquids/additives, by gender, 2008-12 
Usage habits for soap, bath and shower products 
Figure 64: Attitudes towards soap, bath and shower products, November 2012 

THE CONSUMER – PURCHASE OF SOAP, BATH AND SHOWER PRODUCTS
Key points 
Purchase habits 
Figure 65: Soap, bath and shower products purchased in the last 6 months, by demographics, November
2012 
Bath products can command a higher price to men as well as women 
Figure 66: Amount spent on soap, bath and shower products purchased in the last 6 months 
Price promotions expected from soap, bath and shower products 
Figure 67: Attitudes towards shopping for soap, bath and shower products 

THE CONSUMER – FACTORS INFLUENCING PURCHASE OF SOAP, BATH AND SHOWER
PRODUCTS
Key points 
Moisturising is key for bath and shower products 
Figure 68: Factors influencing purchase of soap, bath and shower products, November 2012 
Men more likely to seek out gender specific products 
Anti-bacterial properties are most popular when it comes to soap and hand sanitisers 

THE CONSUMER – INTEREST IN NEW PRODUCTS
Key points 
Long lasting fragrances provide future opportunities for shower and bath products 
Figure 69: Interest in new product attributes for shower/bath products, November 2012 
Opportunities for liquid hand soap 
Figure 70: Interest in new product attributes for liquid/bar soap/hand sanitiser, November 2012 

CONSUMER TYPOLOGIES
Key points 
Figure 71: Soap, bath and shower consumer typologies, November 2012 
The Simple Life (48%) 
Who are they? 
Marketing message 
Average Jo(e) (30%) 
Who are they? 
Marketing message 
Beauty Claim Queens (22%) 
Who are they? 
Marketing message 

APPENDIX – MARKET DRIVERS
Figure 72: Level of receptiveness to quality, by demographics, 2012 
Figure 73: Attitudes towards the environment, 2012 
Figure 74: Attitudes towards the environment, by demographics, 2012 
Figure 75: Incidence of skin complaints and stress in last 12 months, by demographics, 2012 

APPENDIX – WHO’S INNOVATING
Figure 76: Number of soap, bath and shower product launches in the UK, by sector, 2008-12 

APPENDIX – MARKET SHARE
Soap products 
Figure 77: Manufacturers’ shares in value soap products, year ending 3rd Dec 2011 and 1st Dec 2012 
Figure 78: Value shares of top brands bar soap products, year ending 3rd Dec 2011 and 1st Dec 2012 
Figure 79: Value shares of top brand liquid soap products, year ending 3rd Dec 2011 and 1st Dec 2012 
Bath products 
Figure 80: Manufacturers’ shares in value bath products, year ending 3rd Dec 2011 and 1st Dec 2012 
Figure 81: Value shares of top brands bath products, year ending 3rd Dec 2011 and 1st Dec 2012 
Shower products 
Figure 82: Manufacturers’ shares in value shower products, year ending 3rd Dec 2011 and 1st Dec 2012 
Figure 83: Value shares of top brands shower products, year ending 3rd Dec 2011 and 1st Dec 2012 

APPENDIX – BRAND RESEARCH
Figure 84: Brand usage, December 2012 
Figure 85: Brand commitment, December 2012 
Figure 86: Brand momentum, December 2012 
Figure 87: Brand diversity, December 2012 
Figure 88: Brand satisfaction, December 2012 
Figure 89: Brand recommendation, December 2012 
Figure 90: Brand attitude, December 2012 
Figure 91: Brand image – macro image, December 2012 
Figure 92: Brand image – micro image, December 2012 
Figure 93: Profile of target groups, by demographics, December 2012 
Figure 94: Psychographic segmentation, by target groups, December 2012 
Figure 95: Brand usage, by target groups, December 2012 
Brand index 
Figure 96: Brand index, December 2012 

APPENDIX – THE CONSUMER USAGE AND FREQUENCY OF SOAP, BATH AND SHOWER
PRODUCTS
Product usage – men 
Figure 97: Usage of bath oils/liquids/additives, by demographics, 2012 
Figure 98: Usage of shower gels/cream/body wash, by demographics, 2012 
Figure 99: Usage of bar of soap, by demographics, 2012 
Figure 100: Usage of liquid soap, by demographics, 2012 
Product usage – women 
Figure 101: Usage of bath oils/liquids/additives, by demographics, 2012 
Figure 102: Usage of shower gels/cream/body wash, by demographics, 2012 
Figure 103: Usage of bar of soap, by demographics, 2012 
Figure 104: Usage of liquid soap, by demographics, 2012 
Attitudes towards soap, bath and shower products 
Figure 105: Attitudes towards soap, bath and shower products, November 2012 
Figure 106: Most popular attitudes towards soap, bath and shower products, by demographics, November
2012 
Figure 107: Next most popular attitudes towards soap, bath and shower products, by demographics,
November 2012 

APPENDIX – THE CONSUMER, PURCHASE OF SOAP, BATH AND SHOWER PRODUCTS
Soap, bath and shower products purchased in the last 6 months 
Figure 108: Soap, bath and shower products purchased in the last 6 months, November 2012 
Figure 109: Most popular soap, bath and shower products purchased in the last 6 months, by
demographics, November 2012 
Figure 110: Next most popular soap, bath and shower products purchased in the last 6 months, by
demographics, November 2012 
Amount spent 
Figure 111: Amount spent on soap, bath and shower products purchased in the last 6 months, November
2012 
Attitudes towards shopping for soap, bath and shower products 
Figure 112: Attitudes towards shopping for soap, bath and shower products, November 2012 
Figure 113: Most popular attitudes towards shopping for soap, bath and shower products, by
demographics, November 2012 
Figure 114: Other attitudes towards shopping for soap, bath and shower products, by demographics,
November 2012 
Figure 115: Attitudes towards shopping for soap, bath and shower products, by most popular soap, bath
and shower products purchased in the last 6 months, November 2012 
Figure 116: Attitudes towards shopping for soap, bath and shower products, by next most popular soap,
bath and shower products purchased in the last 6 months, November 2012 

APPENDIX – THE CONSUMER, FACTORS INFLUENCING PURCHASE OF SOAP, BATH AND
SHOWER PRODUCTS
Figure 117: Factors Influencing purchase of soap, bath and shower products, November 2012 
Figure 118: Most popular factors influencing purchase Shower/Bath products, by demographics,
November 2012 
Figure 119: Next most popular factors influencing purchase Shower/Bath products, by demographics,
November 2012 
Figure 120: Others factors influencing purchase Shower/Bath products, by demographics, November 2012 . 191
Figure 121: Most popular factors influencing purchase of liquid/bar soap and hand sanitisers, by
demographics, November 2012 
Figure 122: Next most popular factors influencing purchase of liquid/bar soap and hand sanitisers, by
demographics, November 2012 
Figure 123: Other factors influencing purchase of liquid/bar soap and hand sanitisers, by demographics,
November 2012 

APPENDIX – THE CONSUMER, INTEREST IN NEW PRODUCTS
Figure 124: Interest in new product attributes, November 2012 
Shower products 
Figure 125: Most popular interest in shower products attributes, by demographics, November 2012 
Figure 126: Next most popular interest in shower products attributes, by demographics, November 2012 
Figure 127: Other interest in shower products attributes, by demographics, November 2012 
Bath products 
Figure 128: Most popular interest in bath products attributes, by demographics, November 2012 
Figure 129: Next most popular interest in bath products attributes, by demographics, November 2012 
Figure 130: Other interest in bath products attributes, by demographics, November 2012 
Liquid/bar soap 
Figure 131: Most popular interest in liquid/bar soap attributes, by demographics, November 2012 
Figure 132: Next most popular interest in liquid/bar soap attributes, by demographics, November 2012 
Figure 133: Other interest in liquid/bar soap attributes, by demographics, November 2012 
Hand sanitiser 
Figure 134: Most popular interest in hand sanitiser attributes, by demographics, November 2012 
Figure 135: Next most popular interest in hand sanitiser attributes, by demographics, November 2012 
Interest in shower product attributes by amount spent 
Figure 136: Interest in attributes for shower products, by amount spent on shower/bath in the last 6
months, November 2012 

APPENDIX – CONSUMER TYPOLOGIES
Figure 137: Soap, bath and shower products purchased in the last 6 months, by target groups, November
2012 
Figure 138: Target groups, by demographics, November 2012 
Amount spent 
Figure 139: Amount spent on soap, bath and shower products purchased in the last 6 months, by target
groups, November 2012 
Figure 140: Amount spent on soap, bath and shower products purchased in the last 6 months, by target
groups, November 2012 
Figure 141: Amount spent on soap, bath and shower products purchased in the last 6 months, by target
groups, November 2012 
Figure 142: Amount spent on soap, bath and shower products purchased in the last 6 months, by target
groups, November 2012 
Figure 143: Amount spent on soap, bath and shower products purchased in the last 6 months, by target
groups, November 2012 
Figure 144: Amount spent on soap, bath and shower products purchased in the last 6 months, by target
groups, November 2012 
Figure 145: Amount spent on soap, bath and shower products purchased in the last 6 months, by target
groups, November 2012 
Figure 146: Amount spent on soap, bath and shower products purchased in the last 6 months, by target
groups, November 2012 
Figure 147: Amount spent on soap, bath and shower products purchased in the last 6 months, by target
groups, November 2012 
Factors influencing purchase 
Figure 148: Factors influencing purchase of soap, bath and shower products, by target groups, November
2012 
Figure 149: Factors influencing purchase of soap, bath and shower products, by target groups, November
2012 
Interest in new products 
Figure 150: Interest in new product attributes for shower products by target groups, November 2012 
Figure 151: Interest in new product attributes for bath products by target groups, November 2012 
Figure 152: Interest in new product attributes for liquid/bar soaps by target groups, November 2012 
Figure 153: Interest in new product attributes for hand sanitisers by target groups, November 2012 
Attitudes towards soap, bath and shower products 
Figure 154: Attitudes towards soap, bath and shower products, by target groups, November 2012 
Figure 155: Attitudes towards shopping for soap, bath and shower products, by target groups, November
2012 

UK RESEARCH METHODOLOGY
Consumer research 
Sampling and weighting 
Definitions 
Qualitative Research 
Trade research 
Informal 
Formal 
Desk research 
Statistical Forecasting 
European Research Methodology

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