Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The market
- Market is expected to continue slow, but steady growth
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- Figure 1: Total US sales and fan chart forecast of soap, bath, and shower products, at current prices, 2013-23
- The issues
- Liquid body wash continues to cannibalize bar soap sales
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- Figure 2: Total US retail sales and forecast of bar soap and liquid body wash, by segment, at current prices, 2013-18
- Routine-driven shopping behaviors indicate challenges for brands
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- Figure 3: Select shopping behaviors, December 2018
- Older adults express below-average interest in anything beyond the basics
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- Figure 4: Usage and/or interest in select product innovations, by age, December 2018
- The opportunities
- Most products experienced an increase in usage
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- Figure 5: Usage of select soap, bath, and shower products, November 2017 and December 2018
- Bath products capitalize on emotional wellbeing claims
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- Figure 6: Usage frequency of bath products and select reason for using bath products more frequently, December 2018
- Shifting population trends represent opportunities
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- Figure 7: Wish there were more products for my skin type, by race and Hispanic origin, December 2018
- What it means
The Market – What You Need to Know
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- Market expected to maintain steady growth through 2023
- Body wash, bath products, and hand sanitizers grow, while bar soap declines
- Bath products transform bathing into wellness ritual
- Population trends can impact market
Market Size and Forecast
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- Market expected to maintain steady growth through 2023
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- Figure 8: Total US sales and fan chart forecast of soap, bath, and shower products, at current prices, 2013-23
- Figure 9: Total US retail sales and forecast of soap, bath, and shower products, at current prices, 2013-23
Market Breakdown
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- Liquid body wash grows while bar soap struggles
- Small segments see large gains
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- Figure 10: Total US retail sales and forecast of soap, bath, and shower products, by segment, at current prices, 2013-18
Market Perspective
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- Bath products transform bathing into wellness ritual
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- Figure 11: Reasons for using bath products more frequently, December 2018
Market Factors
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- US population continues to become more diverse
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- Figure 12: Distribution of generations by race and Hispanic origin, 2018
- An aging population can lead to market challenges
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- Figure 13: Population aged 18 or older, by age, 2013-23
Key Players – What You Need to Know
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- Unilever continues to dominate; PDC Brands experience strongest gains
- Instagrammable bath products and CBD products take the spotlight
- Therapeutic bath products and products made for men experience gains
- Liquid body wash cannibalizes bar soap
- Market expects sleep-improving, ethnic-focused products, and new hand sanitizers
Company and Brand Sales of Soap, Bath, and Shower Products
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- Unilever continues to dominate; PDC Brands experience strongest gains
- Struggling segments lead to declines for Henkel
- Manufacturer sales of soap, bath, and shower products
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- Figure 14: Multi-outlet sales of soap, bath, and shower products, by leading companies, rolling 52 weeks 2017 and 2018
What’s In?
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- Instagrammable bath products add a splash of fun to bathing
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- Figure 15: Mentions of #bathart on social media, Instagram, 2016-18
- Products infused with CBD oil holds the spotlight
- Bath products capitalize on emotional wellbeing claims
- Convenience and scent are key for reaching men
What’s Struggling?
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- Liquid body wash cannibalizes bar soap
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- Figure 16: Percentage of households using bar soap and body wash, April 2012-June 2018
What’s Next?
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- SBS products are tapping into sleep disturbance causes
- Shifting population trends will force brands to expand product offerings
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- Figure 17: Procter & Gamble: The Talk, July 2017
- The next generation of hand sanitizers
The Consumer – What You Need to Know
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- Liquid body wash continues to cannibalize bar soap
- Liquid hand soap usage remains stable; hand sanitizer usage increases
- The need for self-care drives bath product usage
- Adults are routine-driven and seek value
- More than half of adults cleanse in AM; fear of too much showering fades
- Innovations that support mental wellbeing are appealing to consumers
Usage of Liquid Shower Products and Benefits Sought
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- Usage of liquid body wash continues to grow
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- Figure 18: Usage of liquid shower products, November 2017 and December 2018
- Usage of liquid body wash is mainstream
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- Figure 19: Usage of liquid shower products, by age, December 2018
- Women are heavier users of liquid products but men offer potential
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- Figure 20: Usage of liquid shower products, by gender, December 2018
- Black adults and Hispanics use more than just the essentials
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- Figure 21: Usage of liquid shower products, by race and Hispanic origin, December 2018
- Adults seek more than just functional benefits
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- Figure 22: Purchase influencers sought in liquid body wash/shower gel, December 2018
- Age reveals limited differences in the importance of natural ingredients
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- Figure 23: Select purchase influencers sought in liquid body wash/shower gel, by age, December 2018
- Women want more than just functional benefits
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- Figure 24: Select purchase influencers sought in liquid body wash/shower gel, by gender, December 2018
- Scent and skincare benefits motivate multicultural consumers
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- Figure 25: Select purchase influencers sought in liquid body wash/shower gel, by race and Hispanic origin, December 2018
Usage of Bar Soap and Benefits Sought
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- Bar soap usage is on the decline
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- Figure 26: Usage of bar soap, November 2017 and December 2018
- Older adults stick to bar soap…for now
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- Figure 27: Usage of bar soap, by age, December 2018
- Men drive usage of bar soap
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- Figure 28: Usage of bar soap, by gender, December 2018
- Asian and Black consumers could buoy bar soap usage
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- Figure 29: Usage of bar soap, by race and Hispanic origin, December 2018
- Brand and functional benefits are key purchase influencers
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- Figure 30: Purchase influencers sought in bar soap, December 2018
- Younger adults value added benefits, while older adults value brand
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- Figure 31: Select purchase influencers sought in bar soap, by age, December 2018
- Convenience is important to men
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- Figure 32: Select purchase influencers sought in bar soap, by gender, December 2018
- Black adults seek specialized benefits
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- Figure 33: Select purchase influencers sought in bar soap, by race and Hispanic origin, December 2018
Usage of Hand Cleansing Products
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- Usage of hand cleansing products remain stable
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- Figure 34: Usage of hand cleansing products, November 2017 and December 2018
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- Figure 35: Usage frequency of hand cleansing products, December 2018
- Life stage dictates usage of hand cleansing products
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- Figure 36: Usage of hand cleansing products, by age, December 2018
- Black and Hispanics drive hand sanitizer usage
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- Figure 37: Usage of hand cleansing products, by race and Hispanic origin, December 2018
Usage of Bath Products and Benefits Sought
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- The need for self-care drives bath product usage
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- Figure 38: Usage of bath products, November 2017 and December 2018
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- Figure 39: Usage frequency of bath products, December 2018
- Young adults seek ways to de-stress, driving their usage of bath products
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- Figure 40: Usage of bath products, by age, December 2018
- Multicultural adults motivated by skin benefits, experimentation
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- Figure 41: Usage of bath products, by race and Hispanic origin, December 2018
- Wellbeing attributes are a must for bath products
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- Figure 42: Purchase influencers sought in bath products, December 2018
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- Figure 43: TURF analysis – Purchase influencers – Bath products, December 2018
- Methodology
- Older adults seek standard benefits, while younger adults seek more
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- Figure 44: Select purchase influencers sought in bath products, by age, December 2018
- Black adults seek products that are gentle and safe on skin
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- Figure 45: Select purchase influencers sought in bath products, by race and Hispanic origin, December 2018
Shopping Behaviors
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- Adults are routine-driven and have positive perceptions of store brands
- Environmental concerns remain niche, but can help brands stand out
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- Figure 46: Shopping behaviors, December 2018
- Adults aged 18-24 take a value and eco-friendly approach
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- Figure 47: Select shopping behaviors, by age, December 2018
- Men stick with the familiar, women explore options
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- Figure 48: Select shopping behaviors, by gender, December 2018
- Asians and Hispanics take eco-friendly approach to category
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- Figure 49: Select shopping behaviors, by race and Hispanic origin, December 2018
Attitudes and Behaviors toward Soap, Bath, and Shower Products
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- Most showering and bathing routines occur in the morning
- The fear of stripping away good bacteria is starting to fade
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- Figure 50: Attitudes and behaviors toward soap, bath, and shower products, December 2018
- Younger adults are looking to streamline personal care routines
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- Figure 51: Select attitudes toward soap, bath, and shower products, by age, December 2018
- Men have positive perceptions of bar soap, women use soap for multiple purposes
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- Figure 52: Select attitudes toward soap, bath, and shower products, by gender, December 2018
- There’s a need for more ethnic-focused products
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- Figure 53: Select attitudes and behaviors toward soap, bath, and shower products, by race and Hispanic origin, December 2018
Usage and Interest in Product Innovations
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- Innovations that support mental wellbeing are appealing
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- Figure 54: Usage and/or interest in soap, bath, and shower product innovations, December 2018
- Innovations have prime audience among adults aged 18-44
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- Figure 55: Usage and/or interest in select soap, bath, and shower product innovations, by age, December 2018
- Blacks and Hispanics drive interest in innovations
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- Figure 56: Usage and/or interest in select soap, bath, and shower product innovations, by race and Hispanic origin, December 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 57: Total US retail sales and forecast of soap, bath, and shower products, at inflation-adjusted prices, 2013-23
- Figure 58: Total US retail sales of soap, bath, and shower products, by segment, at current prices, 2016 and 2018
- Figure 59: Total US retail sales of soap, bath, and shower products, by channel, at current prices, 2013-18
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- Figure 60: Total US retail sales of soap, bath, and shower products, by channel, at current prices, 2016 and 2018
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Appendix – Key Players
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- Figure 61: Multi-outlet sales of bar soap, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 62: Multi-outlet sales of liquid body wash, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 63: Multi-outlet sales of liquid hand soap, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 64: Multi-outlet sales of bath fragrances/bubble bath products, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 65: Multi-outlet sales of hand sanitizers (excluding wipes), by leading companies and brands, rolling 52 weeks 2017 and 2018
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