Since Mintel reported on the market in 2002, there have been a large number of product introductions aimed at helping consumers to de-stress and take time out from a hectic lifestyle, coupled with others which are designed to boost energy and invigorate the senses. The focus has been on wellbeing which has infiltrated all sectors of the market and from premium to mass brands. Shower products, in particular, have benefited from this trend, while bar soaps have continued to lose popularity.

Exploring the proposition that consumers will only become more demanding of bath and shower products, this unique report analyses all the market’s key themes. These include: changing washing habits as soaps lose popularity, growth in spa and aromatherapy products, opportunities for targeting by age and lifestyle, influence of other consumer markets on bath and shower products.

Using the latest consumer research, market size data and trend analysis, this report provides vital new insight into the current state of the market and its prospects, investigating its drivers, segmentation, supply structure, distribution, advertising spend and sales forecasts.

Mintel’s findings offer you a unique way of understanding consumer trends and attitudes of the key target audiences, enabling you to tailor your marketing to real demand, both tactically and strategically. Use Mintel’s research to avoid market pitfalls, discover sector opportunities, identify growth potential and achieve the best possible results.

Please note that as well as being part of Mintel’s Market Intelligence series, this report also forms part of the European Consumer Goods range.