Soap, Bath and Shower Products - UK - February 2016

INTRODUCTION
What you need to know
Products covered in this report
Excluded
EXECUTIVE SUMMARY
Market growth minimal in 2015
Figure 1: Best- and worst-case forecast for UK retail value sales of soap, bath and shower products, 2010-20
Bar soap continues to grow NPD share
Figure 2: New product development in the soap, bath and shower category, by product type, 2013-15
In-shower treatments a growth market
Figure 3: Usage of soap, bath and shower products, by gender, October 2015
Health checks are widely performed in-shower
Figure 4: Activities performed whilst bathing or showering, by gender, October 2015
Fragrance-free and sensitive skins are not of particular concern
Figure 5: Attitudes towards bathing and showering, October 2015
Vitamin-enriched SBS products hold appeal
Figure 6: Consumer awareness and preference for ingredients in soap, bath and shower products, October 2015
Saving money boosts environmental consideration
Figure 7: Interest in new areas of innovation, by gender, October 2015
What we think
ISSUES AND INSIGHTS
Global water shortage could stall market growth
The facts
The implications
In-shower treatments present opportunity
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Market growth minimal in 2015
Soap and bath appeal with innovation
Bathing segment up despite fall in frequency of bathing
Growth in discount retailers
Global water shortage
2015 brought a fitness craze
Antimicrobial resistance fears a growing issue
New legislation to force product reformulation
MARKET SIZE AND FORECAST
A somewhat unstable market
Figure 8: UK retail value sales of soap, bath and shower products, at current and constant prices, 2010-20
Future growth expected to be slow but stable
Figure 9: Best- and worst-case forecast for UK retail value sales of soap, bath and shower products, 2010-20
SEGMENT PERFORMANCE
Bathing brings a prestige approach
Figure 10: UK retail value sales of soap, bath and shower products, by segment, 2014 and 2015
Soap and bath appeal with innovation
CHANNELS TO MARKET
Growth in discount retailers
Figure 11: UK retail value sales of soap, bath and shower products, by retail channel, 2014 and 2015
Boots boosted by new beauty positioning
MARKET DRIVERS
Opportunity for a tween market as well as mature
Figure 12: Trends in the age structure of the UK population, 2010-20
Global water shortage
Figure 13: Changing frequency of bathroom activities, December 2014
2015 brought a fitness craze
Antimicrobial resistance fears a growing issue
Figure 14: Household and personal hygiene behaviour, November 2013
New legislation to force product reformulation
KEY PLAYERS – WHAT YOU NEED TO KNOW
Advertising spend rose in 2014 and remains high
Core visual media the focus for high-profile launches
A new direction for Lynx
Bar soap continues to grow NPD share
Free-from claims see growth
Leading mass brands stay innovative
Carex strengthens lead of the soap market
Strong growth for Sanex in the bath and shower market
BRAND COMMUNICATION AND PROMOTION
Advertising spend rose in 2014 and remains high
Figure 15: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath and shower products, 2013-15
Core visual media the focus for high-profile launches
Figure 16: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath and shower products, by media type, 2013-15
Unilever responsible for half of advertising spend
Figure 17: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath and shower products, by top five advertisers and other in 2015
Figure 18: The L’Occitane 40th anniversary social media campaign, January 2016
Unilever brands Dove and Radox boost shower advertising
Figure 19: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath and shower products, by product type, 2014 and 2015
Coverage/methodology clarification
LAUNCH ACTIVITY AND INNOVATION
Bar soap continues to grow NPD share
Figure 20: New product development in the soap, bath and shower category, by product type, 2013-15
Figure 21: Examples of launches in the soap, bath and shower market with a detox or health positioning, 2015
Free-from claims see growth
Figure 22: Soap, bath and shower product launches with the vegan positioning claim and superfood-inspired fragrances, 2015
Figure 23: Top 10 fastest-growing product positioning claims in the soap, bath and shower category, 2014-15
GMO and palm oil in the spotlight
Limited edition brings packaging innovation
Figure 24: Examples of product launches in the soap, bath and shower market with seasonal packaging, 2015
An innovative year for HEMA
Figure 25: New product development in the soap, bath and shower market, by top five ultimate companies plus other, 2015
Leading mass brands stay innovative
Figure 26: Product innovation examples from leading brands in the soap, bath and shower market, 2015
MARKET SHARE
Carex strengthens lead of the soap market
Figure 27: Brand shares in the UK soap market, years ending October 2014 and 2015
Figure 28: Importance of Handwashing social media campaign, October 2015
Strong growth for Sanex in the bath and shower market
Figure 29: Brand shares in the UK bath and shower market, years ending October 2014 and 2015
THE CONSUMER – WHAT YOU NEED TO KNOW
In-shower treatments a growth market
Bath product usage not declining
Emerging oils segment
Health checks are widely performed in-shower
Devices market can boost SBS
Liquid products are preferred
Fragrance-free and sensitive skins are of lower concern
Vitamin-enriched SBS products hold appeal
Lower awareness of perceived ‘bad’ ingredients
Saving money boosts environmental consideration
PRODUCT USAGE
In-shower treatments a growth market
Figure 30: In-shower product launches, 2015
Bath product usage not declining
Figure 31: Usage of soap, bath and shower products, by gender, October 2015
Emerging oils segment
BATHING ROUTINES
Health checks are widely performed in-shower
Figure 32: Activities performed whilst bathing or showering, by gender, October 2015
Post-hair removal treatment innovation
Devices market can boost SBS
Water more likely to be hotter than colder
ATTITUDES TOWARDS BATHING
Liquid products are preferred
Figure 33: Attitudes towards bathing and showering, October 2015
Fragrance-free and sensitive skins are of lower concern
Consumers have a selection of products
KNOWLEDGE OF INGREDIENTS
Vitamin-enriched SBS products hold appeal
Figure 34: Consumer awareness and preference for ingredients in soap, bath and shower products, October 2015
Lower awareness of perceived ‘bad’ ingredients
Interest in natural products
FUTURE AREAS OF INTEREST
Convenience the main area of interest
Figure 35: Interest in new areas of innovation, by gender, October 2015
Saving money boosts environmental consideration
The connected home remains in the future
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Abbreviations
Fan chart forecast
APPENDIX – KEY PLAYERS
Figure 36: NPD in the UK soap, bath and shower market, by launch type, 2013-15
Figure 37: Ingredient claims in the soap, bath and shower market, 2013-15