Table of Contents
Introduction
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- Definitions
- Excluded
- Methodology
- Consumer research
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best and worst-case forecast of UK retail value sales of soap, bath and shower products, 2007-17
- Market factors
- Companies, brands and innovation
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- Figure 2: Percentage share of new product launches in the UK deodorants market, by top 5 claims, 2008-12
- Figure 3: Manufacturers’ shares in value soap, bath and shower products, year ending 1st December 2012
- The consumer
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- Figure 4: Soap, bath and shower products purchased in the last 6 months, by gender, November 2012
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- Figure 5: Attitudes towards shopping for soap, bath and shower products, November 2012
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- Figure 6: Interest in new product attributes, November 2012
- What we think
Issues in the Market
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- 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
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- Trend: Slow It All Down
- Trend: Minimize me
- Mintel Futures: Old Gold
Market Drivers
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- Key points
- Household budgets will continue to tighten
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- Figure 7: GDP, PDI and consumer expenditure, at current prices, 2007-17
- Growth in population will boost the market
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- Figure 8: Trends in the age structure of the UK population, 2007-17
- Price over quality
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- Figure 9: Trends in level of receptiveness to quality, 2008-12
- Lower environmental involvement
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- Figure 10: Attitudes towards the environment, 2012
- Increase in skin complaints resulting in greater focus on skin care
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- Figure 11: Trends in incidence of skin complaints and stress in last 12 months, 2008-12
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Launches by segment
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- Figure 12: Trends in soap, bath and shower product launches in the UK, by sector, 2008-12
- Botanical/herbal claims are losing their impact
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- 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
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- 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
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- 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
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- Figure 18: Product launches within UK soap, bath and shower products, percentage share, by company, 2012
- Few product or packaging innovations
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- 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
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- Key points
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- Figure 20: UK retail value sales of soap, bath and shower products, at current and constant prices, 2007-17
- Future growth expectations
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- 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
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- Figure 22: Best and worst-case forecast of UK retail value sales of shower products, 2007-17
- Bath products are the weakest category
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- 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
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- Figure 24: Best and worst-case forecast of UK retail value sales of soap products, 2007-17
- Forecast methodology
Segment Performance
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- Key points
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- 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
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- Key points
- Unilever and PZ Cussons are the market leaders
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- 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
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- Figure 27: Manufacturers’ shares in value soap products, year ending 3rd Dec 2011 and 1st Dec 2012
- Unilever dominates bath products
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- 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
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- Figure 29: Manufacturers’ shares in value shower products, year ending 3rd Dec 2011 and 1st Dec 2012
Companies and Products
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- Beiersdorf
- Background and structure
- Strategy and performance
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- Figure 30: Key financials for Beiersdorf UK Limited, 2010 and 2011
- Product range and innovation
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- 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
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- Figure 32: Financial performance of Procter & Gamble (global), 2011 and 2012
- Product range and innovation
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- 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
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- 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
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- Figure 35: Financial performance of Colgate-Palmolive, 2010 and 2011
- Product range and innovation
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- 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
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- Figure 37: Global financial performance of PZ Cussons, 2011 and 2012
- Product range and innovation
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- 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
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- Figure 39: Global financial performance of Unilever, 2010 and 2011
- Product range and innovation
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- Figure 40: Selected products launched by Unilever in the UK soap, bath and shower products market, 2012
- Marketing and advertising
Brand Research
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- Brand map
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- Figure 41: Attitudes towards and usage of brands in the soap, bath and shower products sector, December 2012
- Correspondence analysis
- Brand attitudes
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- Figure 42: Attitudes by soap, bath and shower products brand, December 2012
- Brand personality
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- Figure 43: Soap, bath and shower products brand personality – macro image, December 2012
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- Figure 44: Soap, bath and shower products brand personality – micro image, December 2012
- Brand experience
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- Figure 45: Soap, bath and shower products brand usage, December 2012
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- Figure 46: Satisfaction with various soap, bath and shower products brands, December 2012
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- Figure 47: Consideration of soap, bath and shower products brands, December 2012
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- Figure 48: Consumer perceptions of current soap, bath and shower products brand performance, December 2012
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- Figure 49: Soap, bath and shower products brand recommendation – Net Promoter Score, December 2012
- Brand index
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- 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
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- Figure 52: Target groups, December 2012
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- 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
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- Key points
- Advertising spend has seen a decrease in 2012
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- 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
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- 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
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- Figure 56: Main monitored media advertising spend on soap, bath and shower products, by advertiser, 2012
- Advertising spend by media type
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- Figure 57: Main monitored media advertising expenditure on soap, bath & shower products, by media type, 2008-12
Channels to Market
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- Key points
- Distribution
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- 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
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- Key points
- Liquid soap and shower products staple items
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- Figure 59: Trends in usage of soap, bath and shower products, by gender, 2012
- Shower products are favourable for young, busy adults
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- 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
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- Figure 61: Trends in usage of liquid soap/handwash, by gender, 2008-12
- Bar soap is preferred by older consumers
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- Figure 62: Trends in usage of bar of soap, by gender, 2008-12
- Trends in use of bath additives
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- Figure 63: Trends in usage of bath oils/liquids/additives, by gender, 2008-12
- Usage habits for soap, bath and shower products
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- Figure 64: Attitudes towards soap, bath and shower products, November 2012
The Consumer – Purchase of Soap, Bath and Shower Products
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- Key points
- Purchase habits
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- 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
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- 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
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- Figure 67: Attitudes towards shopping for soap, bath and shower products
The Consumer – Factors Influencing Purchase of Soap, Bath and Shower Products
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- Key points
- Moisturising is key for bath and shower products
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- 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
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- Key points
- Long lasting fragrances provide future opportunities for shower and bath products
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- Figure 69: Interest in new product attributes for shower/bath products, November 2012
- Opportunities for liquid hand soap
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- Figure 70: interest in new product attributes for liquid/bar soap/hand sanitiser, November 2012
Consumer Typologies
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- Key points
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- 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
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- Figure 72: Level of receptiveness to quality, by demographics, 2012
- Figure 73: Attitudes towards the environment, 2012
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- Figure 74: Attitudes towards the environment, by demographics, 2012
- Figure 75: Incidence of skin complaints and stress in last 12 months, by demographics, 2012
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Appendix – Who’s Innovating
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- Figure 76: Number of soap, bath and shower product launches in the UK, by sector, 2008-12
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Appendix – Market Share
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- Soap products
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- 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
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- 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
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- 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
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- Figure 84: Brand usage, December 2012
- Figure 85: Brand commitment, December 2012
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- Figure 86: Brand momentum, December 2012
- Figure 87: Brand diversity, December 2012
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- Figure 88: Brand satisfaction, December 2012
- Figure 89: Brand recommendation, December 2012
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- Figure 90: Brand attitude, December 2012
- Figure 91: Brand image – macro image, December 2012
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- Figure 92: Brand image – micro image, December 2012
- Figure 93: Profile of target groups, by demographics, December 2012
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- Figure 94: Psychographic segmentation, by target groups, December 2012
- Figure 95: Brand usage, by target groups, December 2012
- Brand index
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- Figure 96: Brand index, December 2012
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Appendix – The Consumer Usage and Frequency of Soap, Bath and Shower Products
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- Product usage – men
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- Figure 97: Usage of bath oils/liquids/additives, by demographics, 2012
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- Figure 98: Usage of shower gels/cream/body wash, by demographics, 2012
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- Figure 99: Usage of bar of soap, by demographics, 2012
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- Figure 100: Usage of liquid soap, by demographics, 2012
- Product usage – women
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- Figure 101: Usage of bath oils/liquids/additives, by demographics, 2012
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- Figure 102: Usage of shower gels/cream/body wash, by demographics, 2012
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- Figure 103: Usage of bar of soap, by demographics, 2012
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- Figure 104: Usage of liquid soap, by demographics, 2012
- Attitudes towards soap, bath and shower products
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- Figure 105: Attitudes towards soap, bath and shower products, November 2012
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- Figure 106: Most popular attitudes towards soap, bath and shower products, by demographics, November 2012
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- 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
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- Soap, bath and shower products purchased in the last 6 months
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- Figure 108: Soap, bath and shower products purchased in the last 6 months, November 2012
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- Figure 109: Most popular soap, bath and shower products purchased in the last 6 months, by demographics, November 2012
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- Figure 110: Next most popular soap, bath and shower products purchased in the last 6 months, by demographics, November 2012
- Amount spent
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- 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
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- Figure 112: Attitudes towards shopping for soap, bath and shower products, November 2012
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- Figure 113: Most popular attitudes towards shopping for soap, bath and shower products, by demographics, November 2012
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- Figure 114: Other attitudes towards shopping for soap, bath and shower products, by demographics, November 2012
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- 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
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- 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
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- Figure 117: Factors Influencing purchase of soap, bath and shower products, November 2012
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- Figure 118: Most popular factors influencing purchase Shower/Bath products, by demographics, November 2012
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- Figure 119: Next most popular factors influencing purchase Shower/Bath products, by demographics, November 2012
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- Figure 120: Others factors influencing purchase Shower/Bath products, by demographics, November 2012
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- Figure 121: Most popular factors influencing purchase of liquid/bar soap and hand sanitisers, by demographics, November 2012
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- Figure 122: Next most popular factors influencing purchase of liquid/bar soap and hand sanitisers, by demographics, November 2012
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- Figure 123: Other factors influencing purchase of liquid/bar soap and hand sanitisers, by demographics, November 2012
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Appendix – The Consumer, Interest in New Products
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- Figure 124: Interest in new product attributes, November 2012
- Shower products
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- Figure 125: Most popular interest in shower products attributes, by demographics, November 2012
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- Figure 126: Next most popular interest in shower products attributes, by demographics, November 2012
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- Figure 127: Other interest in shower products attributes, by demographics, November 2012
- Bath products
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- Figure 128: Most popular interest in bath products attributes, by demographics, November 2012
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- Figure 129: Next most popular interest in bath products attributes, by demographics, November 2012
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- Figure 130: Other interest in bath products attributes, by demographics, November 2012
- Liquid/bar soap
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- Figure 131: Most popular interest in liquid/bar soap attributes, by demographics, November 2012
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- Figure 132: Next most popular interest in liquid/bar soap attributes, by demographics, November 2012
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- Figure 133: Other interest in liquid/bar soap attributes, by demographics, November 2012
- Hand sanitiser
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- Figure 134: Most popular interest in hand sanitiser attributes, by demographics, November 2012
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- Figure 135: Next most popular interest in hand sanitiser attributes, by demographics, November 2012
- Interest in shower product attributes by amount spent
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- Figure 136: Interest in attributes for shower products, by amount spent on shower/bath in the last 6 months, November 2012
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Appendix – Consumer Typologies
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- Figure 137: Soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
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- Figure 138: Target groups, by demographics, November 2012
- Amount spent
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- Figure 139: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
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- Figure 140: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
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- Figure 141: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
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- Figure 142: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
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- Figure 143: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
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- Figure 144: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
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- Figure 145: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
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- Figure 146: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
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- Figure 147: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
- Factors influencing purchase
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- Figure 148: Factors influencing purchase of soap, bath and shower products, by target groups, November 2012
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- Figure 149: Factors influencing purchase of soap, bath and shower products, by target groups, November 2012
- Interest in new products
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- Figure 150: Interest in new product attributes for shower products by target groups, November 2012
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- Figure 151: Interest in new product attributes for bath products by target groups, November 2012
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- Figure 152: Interest in new product attributes for liquid/bar soaps by target groups, November 2012
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- Figure 153: Interest in new product attributes for hand sanitisers by target groups, November 2012
- Attitudes towards soap, bath and shower products
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- Figure 154: Attitudes towards soap, bath and shower products, by target groups, November 2012
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- Figure 155: Attitudes towards shopping for soap, bath and shower products, by target groups, November 2012
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