Table of Contents
Issues in the Market
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- Definitions
Insights and Opportunities
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- Organic growth
- Healthy opportunity
- Changes in society
Market in Brief
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- Soapy sales
- What’s lathering growth?
- Shift to showers
- Spa-ing from the smaller brands
- Gimmicks don’t wash
- Future
Fast Forward Trends
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- Trend 1: No PDAs Please
- Definition
- What it is – general observations
- Market touchpoints/implications
- Trend 2: Reclaiming the City
- Definition
- What it is – general observations
- Market touchpoints/implications
- Trend 3: French Trotters
- Definition
- What it is – general observations
- Market touchpoints/implications
Internal Market Environment
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- Recreating the spa experience at home
- Focus on the body beautiful
- Household size trends
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- Figure 1: Trends in household size, 2001-11
- Number of bathrooms in home
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- Figure 2: Trends in number of bathrooms per house, 2002-06
- Climate change and cleaning
- Celebrity status
- Gifting provides seasonal spike
Broader Market Environment
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- Changing demographics create new opportunities
- Gym membership
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- Figure 3: Frequency of visiting health and fitness clubs, 2002-05
- Getaway trends
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- Figure 4: Domestic and overseas holiday volume, 2000-06
- Demand for “me-time” in 24/7 society
Competitive Context
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- Global context
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- Figure 5: Soap, bath and shower launches by top 10 launch countries, December 2005-November 2006
- US differentiates itself from the market
- European context
- Giving the gym a run for its money
- Promotions eroding value
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- Figure 6: Comparison of soap, bath and shower product launches, by brand and own-label, 2001-06
- Competition at Christmas
Strengths and Weaknesses in the Market
Who’s Innovating?
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- Who?
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- Figure 7: Product launches by top 10 launching companies, November 2005-October 2006
- Innovation comes from smaller players
- What?
- Big increase for shower products launches
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- Figure 8: UK soap, bath and shower product launches by category 2002-06
- Shower gels
- Liquid soaps
- Bath additives
- Bar soaps
- Sector crossover
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- Figure 9: New product launches by sector, November 2005-October 2006
- Inspiration from spa and Eastern cultures
- Organic versus natural
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- Figure 10: Product launches by top 10 product claims, September 2005-August 2006
- Good enough to eat
Market Value and Forecast
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- Figure 11: UK value sales of soap, bath and shower products at current and constant prices, 2001-11
- Pamper pushes up sales
- Promotional offers erode value
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- Figure 12: UK volume sales of soap, bath and shower products, 2004-06
- Forecast
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Segment Performance
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- Figure 13: UK retail value sales of soap, bath and shower products, by type, 2002-06
- Shower products take the lion’s share
- Bath additives lose out to the shower
- Soaps not stepping up to the bar
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- Figure 14: UK retail volume sales of soap, bath and shower products, by type, 2004-06
- Forecast
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- Figure 15: Value market and forecast of bath, soap and shower products market, 2001-11 at current prices
- Figure 16: Value market size and forecast ofbath, soap and shower products market, 2001-11 at 2006 prices
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Market Share
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- Bath and shower
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- Figure 17: Manufacturers’ shares in bath and shower products, 2001-06
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- Figure 18: Brand shares in bath and shower products, 2001-06
- Liquid and bar soaps
- Innovation lathers sales
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- Figure 19: Manufacturers’ shares in liquid and bar soaps, 2001-06
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- Figure 20: Brand shares in liquid and bar soaps, 2001-06
Companies and Products
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- Sara Lee
- NPD
- Unilever
- Dove
- Lynx
- PZ Cussons
- Imperial Leather
- Carex
- Original Source
- Johnson & Johnson
- Colgate-Palmolive
- Others
- Procter & Gamble
- Olay
- Beiersdorf
- Nivea
- Accantia
- Simple
- Own label
- Molton Brown
- Spa brands
- Natural and organic brands
Brand Communication and Promotion
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- Figure 21: Main monitored media advertising spend on soap, bath and shower products, 2001-06
- Campaigning for real beauty
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- Figure 22: Main monitored media advertising spend on soap, bath and shower products, by advertiser, 2002-06
- Using media that makes sense
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- Figure 23: Main monitored media advertising spend on soap, bath and shower products, by media type, 2002-06
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Channels to Market
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- Figure 24: Retail distribution of soap, bath and shower products, 2001-06
- Distribution remains the same
- Competition without cutting costs
- Online offers direct appeal
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Consumer Usage and Frequency
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- Figure 25: Penetration of soap, bath and shower products, by country, by type, 2006
- European perspective
- Penetration and frequency
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- Figure 26: Trends in frequency of use, by type, 2002-06
- The cost of convenience
- Showers suit when tight on time…
- … and not much time for tradition
- Gym attendance works out for shower gel
- Bathing preferences
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- Figure 27: Topline responses to taking baths and showers, August 2006
- Market of necessity
- Time down the drain?
- Energy costs and benefits
- Tapping into escapism
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Consumer Attitudes towards Product Use and Purchase
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- Figure 28: Topline attitudes towards soap, bath and shower products August 2006
- Different a-genders
- Loyalty holds strong
- Product repertoire
- Golden opportunity
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Consumer Attitudes towards Product Formats
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- Functional formats
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- Figure 29: Topline attitudes towards soap, bath and shower product usage, August 2006
- Gimmicks don’t wash
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Broader market environment
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- Figure 30: Trends and projections in UK population, by age and gender, 2001-11
- Market value and forecast
- Factors incorporated in the forecast
- Market share
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- Figure 31: Manufacturers’ shares in soap, bath and shower products, 2001-06
- Consumer usage and frequency – Detailed Demographics
- Women
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- Figure 32: Penetration and frequency of using bath & shower gels amongst women, by age, income, working status, region, presence of children and household size, 2006
- Figure 33: Penetration and frequency of using bath oils, liquids & additives amongst women, by age, income, working status, region, presence of children and household size, 2006
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- Figure 34: Penetration and frequency of using liquid soaps amongst women, by age, income, working status, region, presence of children and household size, 2006
- Figure 35: Penetration and frequency of using toilet soaps amongst women, by age, income, working status, region, presence of children and household size 2006
- Men
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- Figure 36: Penetration and frequency of using bath and shower gels amongst men, by age, income, working status, region, presence of children and household size 2006
- Figure 37: Penetration and frequency of using bath oils, liquids & additives amongst men, by age, income, working status, region, presence of children and household size, 2006
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- Figure 38: Penetration and frequency of using liquid soaps amongst men, by age, income, working status, region, presence of children and household size, 2006
- Figure 39: Penetration and frequency of using toilet soaps amongst men, by age, income, working status, region, presence of children and household size, 2006
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- Figure 40: Do you ever buy any of these products for men these days?, by women, 2006
- Figure 41: Most popular responses to taking baths and showers, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, August 2006
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- Figure 42: Popular responses to taking baths and showers, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, August 2006
- Consumer attitudes towards product use and purchase – detailed demographics
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- Figure 43: Most popular attitudes towards soap, bath and shower products, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, August 2006
- Figure 44: Popular attitudes towards soap, bath and shower products, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, August 2006
- Consumer attitudes towards product formats – Detailed Demographics
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- Figure 45: Most popular soap, bath and shower product usage, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, August 2006
- Figure 46: Popular attitudes towards soap, bath and shower product usage, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, August 2006
- Repertoire and cluster analysis
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- Figure 47: Consumer cluster analysis, 2006
- Figure 48: Repertoire analysis by cluster, August 2006
- Figure 49: Responses to taking baths and showers, by cluster, August 2006
- Figure 50: Attitudes towards use and purchase of soap, bath and shower products, by cluster, August 2006
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- Figure 51: Attitudes towards soap, bath and shower product usage, by cluster, August 2006
- Figure 52: Cluster groups, by gender, age, social grade, marital status, lifestage, age of children, working status, region, ACORN group, media usage, commercial TV viewing, supermarket usage, detailed lifestage and marital status, August 2006
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