Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Steady growth in the food, drug, and mass market
- Market challenged by poor economy, competing skincare products
- Consumer confidence still shaky
- Unemployment remains a concern
- HH incomes decrease
- Skincare products promise scent and moisturization
- Body wash helps propel the FDMx market forward as bar soap fades
- Grocery stores benefit from soap being a household staple
- Market driven by demand for scent and moisturization; men also fuel sales
- Four companies top the FDMx market
- Innovations—natural/organic, multifunction, extra hydration, vitamins
- The soap, bath, and shower product consumer
- Usage
- Usage frequency
- Retailers used for bar/liquid soap purchases
- Attitudes toward soap/body wash products
- Impact of race/Hispanic origin
Insights and Opportunities
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- Provide scent and/or moisture or perish
- Substantial opportunities for private label/store brands during the poor economy
- Men need a wider selection
Inspire Insights
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- Trend: Brand Review
Market Size and Forecast
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- Key points
- Consumers are looking for scent and moisturization
- Private label increases in most segments as consumers trade down
- Soap, bath, and shower product market size and forecast
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- Figure 1: U.S. FDMx sales and forecast of soap, bath, and shower products, at current prices, 2005-15
- Figure 2: U.S. FDMx sales and forecast of soap, bath, and shower products, at inflation-adjusted prices, 2005-15
- Walmart sales
- Fan-chart forecast
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- Figure 3: U.S. Fan chart forecast of soap, bath and shower products, 2005-15
Market Drivers
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- Scent, moisturization are driving sales
- Bottom line
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- Figure 4: Important attributes of soap/body wash purchases, November, 2011
- Men help fuel body wash success
- Result
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- Figure 5: Types of soap products used in the home, by gender, March 2011
- Figure 6: U.S. male population, by age, 2006-16
- Consumer confidence remains unstable
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- Figure 7: U.S. consumer sentiment, 2002-10
- High unemployment may translate to more interest in affordable products
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- Figure 8: U.S. annual unemployment rate, 2002-10
- HH incomes decline
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- Figure 9: Median household income in inflation-adjusted dollars, 1998-2008
- Half of American households earn less than $50K
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- Figure 10: Household income distribution, 2009
Competitive Context
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- Skincare moisturizers compete with moisturizing soaps
Segment Performance
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- Key points
- Liquid body wash sales reflect shift away from bar soap
- Scrubbers/massagers gain as bubble bath loses steam
- Sales of soap, bath, and shower products by segment
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- Figure 11: Sales of selected soap, bath, and shower products at current prices, by segment, 2005-15
Segment Performance—Liquid Body Wash
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- Key points
- Liquid body wash growth signifies a move away from bar soap
- Sales and forecast of liquid body wash
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- Figure 12: U.S. FDMx sales of liquid body wash, 2005-15
Segment Performance—Nondeodorant Bar Soap
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- Key points
- Nondeodorant bar soap eclipsed by body wash
- Sales and forecast of nondeodorant bar soap
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- Figure 13: U.S. FDMx sales of non-deodorant bar soap, 2005-15
Segment Performance—Liquid Hand Soap
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- Key points
- Liquid hand soap slows but is expected to surge again
- Sales and forecast of liquid hand soap
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- Figure 14: U.S. FDMx sales of liquid hand soap, 2005-15
Segment Performance—Deodorant Bar Soap
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- Key points
- Deodorant bar soap suffers most from the popularity of body wash
- Sales and forecast of deodorant bar soap
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- Figure 15: U.S. FDMx sales of deodorant bar soap, 2005-15
Segment Performance—Scrubbers/Massagers
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- Key points
- New products help restore sales of scrubbers/massagers
- Sales and forecast of scrubbers/massagers
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- Figure 16: U.S. FDMx Sales of scrubbers/massagers, 2005-15
Segment Performance—Bath Fragrances/Bubble Bath
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- Key points
- Bath fragrances/bubble bath continue to lose drastically
- Sales and forecast of bath fragrances/bubble bath
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- Figure 17: U.S. FDMx sales of bath fragrances/bubble bath, 2005-15
Retail Channels
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- Key points
- Supermarkets lead as buying soap is part of grocery shopping for the HH
- Channel sales of soap, bath, and shower products
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- Figure 18: U.S. FDMx sales of soap, bath and shower products, by channel, at current prices, 2009 and 2010
Retail Channels—Supermarkets
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- Key points
- Supermarkets offer the most convenience
- Supermarket sales of soap, bath, and shower products
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- Figure 19: U.S. FDMx sales of soap, bath and shower products at supermarkets, 2005-10
Retail Channels—Other FDMx
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- Key point
- Growth at other FDMx stores outpaces supermarket growth
- Other FDMx channel sales
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- Figure 20: U.S. sales of soap, bath and shower products at other FDMx channels, at current prices, 2005-10
Leading Companies
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- Key points
- Unilever benefits from the success of Dove and Axe
- Colgate Palmolive drops as deodorant bar soap loses momentum
- P&G grows the most with Old Spice High Endurance body wash
- Henkel declines as Dial liquid hand soap loses substantial sales
- Leading soap, bath, and shower product companies
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- Figure 21: Leading FDMx soap, bath and shower product companies, 2009-10
Brand Share—Liquid Body Wash
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- Key points
- Unilever markets a range of body wash brands to control the segment
- Old Spice High Endurance propels P&G sales
- Mid-tier body wash companies Henkel, CP, and J&J also grow
- Beiersdorf’s Nivea portfolio increases
- Private label growth reflects tightening HH budgets
- Leading FDMx liquid body wash brands
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- Figure 22: U.S. FDMx brand sales of liquid body wash, 2009-10
Brand Share—Nondeodorant Bar Soap
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- Key points
- Unilever leads but remains static
- P&G nondeodorant bar soap sales also decline
- Dial brands grow but Henkel fails to stave off losses
- Leading FDMx nondeodorant bar soap brands
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- Figure 23: U.S. FDMx brand sales of nondeodorant bar soap, 2009-10
Brand Share—Liquid Hand Soap
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- Key points
- Colgate Palmolive leads with Softsoap but decreases overall
- Dial Corp. (Henkel) also falls as leading brand Dial declines
- Method uses green formulation to attract eco-conscious consumers
- Lysol Healthy Touch leverages innovation to grow sales
- Lysol Healthy Touch No-Touch Hand Soap System TV ad
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- Figure 24: Lysol No-Touch Hand soap System television ad, 2010
- Private label hand soap accounts for nearly a quarter of the segment
- Leading FDMx liquid hand soap brands
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- Figure 25: U.S. FDMx brand sales of liquid hand soap, 2009-10
Brand Share—Deodorant Soap
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- Key points
- Deodorant bar soap brands fall victim to the rise of body wash
- Leading FDMx deodorant bar soap brands
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- Figure 26: U.S. FDMx brand sales of deodorant bar soap, 2009-10
Brand Share—Scrubbers/Massagers
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- Key points
- Scrubbers/massagers grow with increasing interest from men
- Leading FDMx scrubber/massager brands
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- Figure 27: U.S. FDMx brand sales of scrubbers/massagers, 2009-10
Brand Share—Bath Fragrance/Bubble Bath
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- Key point
- Despite growth from companies, bath fragrances manage only static sales
- Leading FDMx bath fragrance/bubble bath brands
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- Figure 28: U.S. FDMx brand sales of bath fragrance/bubble bath, 2009-10
Innovations and Innovators
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- Natural/organic
- Multifunctional products
- Extra moisturizing
- Vitamin-infused products
Brands and the Advertising Landscape
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- Overview
- Unilever—Axe and Dove
- Axe
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- Figure 29: Brand analysis of Axe, 2011
- Axe TV ad
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- Figure 30: Axe Rise Morning Shower Gel television ad, 2010
- Axe web advertising
- Dove
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- Figure 31: Brand analysis of Dove, 2011
- Dove TV ad
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- Figure 32: Dove Deep Moisture Body Wash television ad, 2010
- Dove web advertising
- Colgate Palmolive—Irish Spring and Softsoap
- Irish Spring
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- Figure 33: Brand analysis of Irish Spring, 2011
- Irish Spring web advertising
- Softsoap
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- Figure 34: Brand analysis of Softsoap, 2011
- Softsoap web advertising
- Procter & Gamble—Old Spice
- Old Spice
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- Figure 35: Brand analysis of Old Spice, 2011
- Old Spice TV ad
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- Figure 36: Old Spice Body Wash television ad, 2010
- Old Spice web advertising
- Henkel—Dial and Tone
- Dial
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- Figure 37: Brand analysis of Dial, 2011
- Dial TV ad
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- Figure 38: Dial Nutriskin television ad, 2010
- Dial web advertising
- Tone
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- Figure 39: Brand analysis of Tone, 2011
- Tone TV ad
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- Figure 40: Tone Simply Detox Body Wash television ad, 2010
Usage
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- Key points
- Bar soap still used most, but more than six in 10 use body wash
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- Figure 41: Types of soap products used in the home, by gender, November 2010
- Bar soap purchases increase with age; body wash purchases decrease
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- Figure 42: Types of soap products used in the home, by age, November 2010
- Purchases of liquid hand soap increase with HH income
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- Figure 43: Types of soap products used in the home, by HH income, November 2010
- Most use moisturizing bar soap
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- Figure 44: Types of bar soap used in HH, by gender, July 2009-September 2010
- Younger HHs most likely to use antibacterial bar soap
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- Figure 45: Types of bar soap used in HH, by age, July 2009-September 2010
- Most HHs use large forms of bar soap
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- Figure 46: Forms of bar soap used in HH, by age, July 2009-September 2010
- HH use of large bar soap increases with HH income
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- Figure 47: Forms of bar soap used in HH, by HH income, July 2009-September 2010
Brand Usage
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- Key points
- Dove tops brands used most often
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- Figure 48: Soap brands purchased most often, by gender, November 2010
- Dove also tops brands bought sometimes
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- Figure 49: Soap brands purchased sometimes, by gender, November 2010
Usage Frequency
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- Key points
- Most use two bars of soap per month
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- Figure 50: Number of bars of soap used in entire HH in the last 30 days, by gender, July 2009-September 2010
- Usage of four bars per month highest among those ages 35-44
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- Figure 51: Number of bars of soap used in entire HH in the last 30 days, by age, July 2009-September 2010
Retailers Used for Bar/Liquid Soap Purchases
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- Key points
- More than one-third report buying bar soap at mass merchandisers
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- Figure 52: Retailers used for bar soap purchases, by gender, November 2010
- More than one-third use mass stores for liquid hand soap purchases
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- Figure 53: Retailers used for liquid hand soap purchases, by gender, November 2010
- Four in 10 use mass for liquid body wash purchases
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- Figure 54: Retailers used for liquid body soap/wash purchases, by gender, November 2010
Important Attributes for Soap/Body Wash Purchases
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- Key points
- Good lather, moisturizing, scent top list of important attributes
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- Figure 55: Important attributes of soap/body wash purchases, by gender, November 2010
- Younger respondents most likely to be concerned with a range of attributes
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- Figure 56: Important attributes of soap/body wash purchases, by age, November 2010
Attitudes Toward Soap/Body Wash
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- Key points
- Nearly four in 10 choose soap/bath products by scent
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- Figure 57: Attitudes towards soap/body wash, by gender, November 2010
- Youngest respondents most concerned with scent
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- Figure 58: Attitudes toward soap/body wash, by age, November 2010
- Most respondents are loyal to one name brand
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- Figure 59: Level of brand loyalty to soap, bath, and shower products, by gender, November 2010
- Loyalty to one bar soap brand increases with age
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- Figure 60: Level of brand loyalty to soap, bath, and shower products, by age, November 2010
Impact of Race/Hispanic Origin
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- Key points
- Black respondents most apt to use bar soap, liquid hand soap, bubble bath
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- Figure 61: Types of soap products used in the home, by race/Hispanic origin, November 2010
- Black and Hispanic respondents use antibacterial bar soap most
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- Figure 62: Types of bar soap used in HH, by race/Hispanic origin, July 2009-September 2010
- Black respondents use more bar soap per month than other ethnicities
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- Figure 63: Number of bars of soap used in entire HH in the last 30 days, by race/Hispanic origin, July 2009-September 2010
- Blacks report most likelihood to cite a range of attributes as important
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- Figure 64: Important attributes of soap/body wash purchases, by race/Hispanic origin, November 2010
- Black and Hispanic respondents most apt to choose soap based on scent
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- Figure 65: Attitudes toward soap/body wash, by race/Hispanic origin, November 2010
Cluster Analysis
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- Liquidators
- Demographics
- Characteristics
- Opportunity
- Mixers
- Demographics
- Characteristics
- Opportunity
- Bar-istos
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 66: Soap clusters, November 2010
- Figure 67: Type of soap products used by soap clusters, November 2010
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- Figure 68: Attitudes Toward Soap/body wash by soap clusters, November 2010
- Figure 69: Importance of soap attributes by soap clusters, November 2010
- Cluster demographics
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- Figure 70: Soap clusters, by gender, November 2010
- Figure 71: Soap clusters, by age group, November 2010
- Figure 72: Soap clusters by household income, November 2010
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- Figure 73: Soap clusters, by race, November 2010
- Figure 74: Soap clusters, by Hispanic origin, November 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- HHs with children buy more liquid hand soap, body wash, bubble bath
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- Figure 75: Types of soap products used in the home, by number of children in HH, November 2010
IRI/Builders—Key Household Purchase Measures
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- Soap - U.S.
- Overview
- Liquid body wash
- Brand map
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- Figure 76: Brand map, selected brands of liquid body wash buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 77: Key purchase measures for the top brands of liquid body wash, by household penetration, 2010*
- Liquid hand soap
- Consumer insights on key purchase measures – liquid hand soap
- Brand map
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- Figure 78: Brand map, selected brands of liquid hand soap buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 79: Key purchase measures for the top brands of liquid hand soap, by household penetration, 2010*
- Nondeodorant bar soap
- Consumer insights on key purchase measures – nondeodorant bar soap
- Brand map
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- Figure 80: Brand map, selected brands of nondeodorant bar soap buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 81: Key purchase measures for the top brands of nondeodorant bar soap, by household penetration, 2010*
Appendix—Other Useful Consumer Tables
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- Brand usage
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- Figure 82: Soap brands purchased most often, by age, March 2011
- Retailers used for bar/liquid soap purchases
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- Figure 83: Retailers used for bar soap purchases, by HH income, March 2011
- Attitudes toward soap/body wash
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- Figure 84: Attitudes toward soap/body wash, by HH income, March 2011
- Impact of race/Hispanic origin
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- Figure 85: Soap brands purchased most often, by race/Hispanic origin, March 2011
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- Figure 86: Retailers used for bar soap purchases, by race/Hispanic origin, March 2011
Appendix—Trade Associations
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