Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on soap, bath and shower products
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on soap, bath and shower products, November 2020
- Opportunities and challenges
- Fixation on hand hygiene will outlast the COVID-19 crisis
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- Figure 2: Changes to hand hygiene behaviors since COVID-19 and select attitude influenced by COVID-19, November 2020
- Get innovative with hand hygiene
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- Figure 3: Interest in select product innovations, November 2020
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- Figure 4: Instagram post from Dally Goods
- Maintain momentum by bringing holistic wellness and convenience to cleansing routines
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- Figure 5: Select reasons for showering/bathing more frequently due to COVID-19 and select attitude influenced by COVID-19, November 2020
- Drive loyalty through customization
- Expand bath product options to better reach men
The Market – Key Takeaways
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- Renewed focus on hygiene and mental health gives SBS market a boost
- All segments see gains in 2020
- COVID-19 shakes up hand sanitizer but negatively impacts economy
- Prolong frequent usage of SBS, stand out in hand sanitizer space, and better reach men
Market Size and Forecast
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- Renewed focus on hygiene and mental health gives SBS market a boost
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- Figure 6: Total US sales and fan chart forecast of soap, bath and shower products market, at current prices, 2015-25
- Figure 7: Total US sales and forecast of soap, bath and shower products market, at current prices, 2015-25
- Impact of COVID-19 on soap, bath and shower products
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- Figure 8: Short-, medium- and long-term impact of COVID-19 on soap, bath and shower products, July 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
Segment Performance
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- All segments see gains in 2020
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- Figure 9: Total US retail sales and forecast of soap, bath and shower products, by segment, at current prices, 2015-25
- Liquid body wash continues to dominate market sales
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- Figure 10: Share of soap, bath and shower products sales, by segment, 2020 (est)
Market Factors
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- Fixation on hand hygiene will outlast the COVID-19 crisis
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- Figure 11: Changes to hand hygiene behaviors since COVID-19, November 2020
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- Figure 12: Select attitudes and behaviors influenced by COVID-19, November 2020
- Leading hand sanitizer companies face increased competition
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- Figure 13: Instagram post from Suave
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- Figure 14: Multi-outlet sales of hand sanitizers (excluding wipes), by leading companies and brands, rolling 52 weeks 2019 and 2020
- Economic insecurity leads to higher price sensitivity
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- Figure 15: Mintel Trend Driver – Value
Market Opportunities
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- Prolong frequent usage of SBS products
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- Figure 16: Changes to select hygiene behaviors since COVID-19, November 2020
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- Figure 17: Reasons for showering/bathing more often, November 2020
- Tap into the growing trend for health support
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- Figure 18: Select attitudes toward showering and bathing, November 2020
- Elevate the category’s association with self-care
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- Figure 19: Instagram post from Lush during lockdown phase
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- Figure 20: Instagram post of J.R Watkins’s Aromatherapy In-Shower Mists
- Stand out in increasingly crowded hand sanitizer segment
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- Figure 21: Select attitudes and behaviors toward hand sanitizer, November 2020
- Be inspired by skin-conditioning ingredients typically found in skincare
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- Figure 22: Barriers toward hand sanitizers, November 2020
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- Figure 23: Instagram posts of Highline Wellness Hand Sanitizer and Nonshinku Hand Sanitizer
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- Figure 24: Too much cleansing/sanitizing will strip good bacteria, November 2020
- Pampering benefits of bathing has widespread appeal
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- Figure 25: Bathing more frequently due to COVID-19 and select attitude influenced by COVID-19, by gender, November 2020
- Products made specifically for men are appealing…
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- Figure 26: Interest in unisex bath products and bath products made for men, any interest (net), by age and gender, November 2020
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- Figure 27: Degree Men Maximum Recovery Menthol Epsom Salt Muscle Soak
- …yet unisex products may resonate with modern men
Companies and Brands – Key Takeaways
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- Smaller players are stealing market share from leading companies
- Functional products tap into holistic wellness trends
- Drive loyalty through eco-conscious positioning
Market Share
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- Smaller players are stealing market share from leading companies
- Sales of soap, bath and shower products by company
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- Figure 28: Multi-outlet sales of soap, bath and shower products, by leading companies, rolling 52 weeks 2019 and 2020
Competitive Strategies
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- Functional products tap into holistic wellness trends
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- Figure 29: Instagram post from Dirty Girl Farm and MyKirei by KAO
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- Figure 30: Instagram post of Dally Hand Wash
- Figure 31: Instagram post about Herbivore Botanical hand sanitizers
- Drive loyalty through eco-conscious positioning
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- Figure 32: Eco-ethical claims in new soap, bath and shower product launches, 2016-20
- Who is doing this well
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- Figure 33: Instagram post from Youbody, November 2020
The Consumer – Key Takeaways
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- Bar and liquid soap both enjoy widespread usage
- Increased focus on hand hygiene boosts sanitizer and soap usage
- Growing need for self-care benefits bath products, but showering is still preferred
- Balance natural with efficacy claims; bathing isn’t just a cleansing solution
- Capture shoppers’ attention with influencers, scent and eco-conscious claims
- Strong interest in innovations presents opportunities to boost sales
Usage of Liquid Shower Products and Bar Soap
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- Bar and liquid soap both enjoy widespread usage
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- Figure 34: Usage of liquid shower products and bar soap, December 2019 and November 2020
- Liquid body wash is used across age groups
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- Figure 35: Usage of liquid shower products and bar soap, by age, November 2020
- Identifying alternative benefits for bar soap can increase trial
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- Figure 36: Instagram posts from Ethique
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- Figure 37: TikTok video about soap brows
Usage of Hand Cleansing Products
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- Increased focus on hand hygiene boosts sanitizer and soap usage
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- Figure 38: Usage of hand cleansing products, any hand sanitizer (net), November 2020
- Hand sanitizer will no longer be subject to volatility
- Investing in new packaging formats will encourage more widespread usage
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- Figure 39: Usage of hand cleansing products, any hand sanitizer (net), by gender, November 2020
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- Figure 40: Instagram post from Noshinku
- Figure 41: Instagram post from Squeezyband
- Maintain hand sanitizer’s momentum to reach key audiences
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- Figure 42: Usage of hand cleansing products, any hand sanitizer (net), by age, November 2020
- Add an element of fun to hand sanitizer to boost usage among Gen Z
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- Figure 43: Instagram post of Lemonhead LA’s Illuminizer Shimmering Hand Sanitizer
Usage of Bath Products
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- While the growing need for self-care rituals benefits bath products…
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- Figure 44: Usage of any bath product (net), November 2017, December 2018-19 and November 2020
- …most adults still prefer the convenience of shower routines
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- Figure 45: Usage of bath products, any bath product (net), November 2020
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- Figure 46: Instagram posts from Skintimate
- Figure 47: Instagram post from Lush
- Boost bath product usage among men
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- Figure 48: Usage of bath products, any bath product (net), by gender, November 2020
- Millennials are a prime target for bath brands
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- Figure 49: Usage of bath products, any bath product (net), by age, November 2020
- Skin benefits and fragrances drive bath product usage among Black adults
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- Figure 50: Usage of bath products, any bath product (net), by race and Hispanic origin, November 2020
Attitudes and Behaviors toward Soap, Bath and Shower Products
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- Brands that balance natural ingredients with efficacy claims will win in the longer term
- Recent FDA warnings cause ingredient scrutiny in hand sanitizer space
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- Figure 51: Select attitudes and behaviors toward soap, bath and shower products, November 2020
- Water-saving products are poised for growth
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- Figure 52: Behaviors toward water conservation, December 2019 and November 2020
- Adults want benefits beyond cleansing
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- Figure 53: goop’s G.Day Ginger + Ashwagandha Energy Body Wash
- Change young adults’ perception toward bar soap
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- Figure 54: Select attitudes and behaviors toward soap, bath and shower products, by age, November 2020
Shopping Behaviors
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- Capture attention with influencers, scent and eco-conscious claims
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- Figure 55: Instagram post from Kelley Flanagan
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- Figure 56: Shopping behaviors, November 2020
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- Figure 57: Instagram post of SOAPBOTTLE
Interest in Product Innovations
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- Strong interest in innovations presents opportunities to boost sales
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- Figure 58: Interest in select product innovations, November 2020
- Get innovative with hand hygiene
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- Figure 59: Interest in hand hygiene innovations, November 2020
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- Figure 60: Instagram posts from Color Clean Soap, July 2020 and September 2020
- Drive loyalty through customization
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- Figure 61: Interest in customized products, November 2020
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- Figure 62: Instagram post from Function of Beauty
- Young adults want products that are good for them and the planet
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- Figure 63: Instagram post from Grove Collaborative
- Figure 64: Interest in eco-friendly innovations, any interest (net), by age, November 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 65: Total US retail sales and forecast of soap, bath and shower products, at inflation-adjusted prices, 2015-25
- Figure 66: Average household spending on soap, bath and shower products, by segment, 2015-25
- Figure 67: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2018 and 2020
- Figure 68: Total US retail sales and forecast of bar soap, at current prices, 2015-25
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- Figure 69: Total US retail sales and forecast of liquid body wash, at current prices, 2015-25
- Figure 70: Total US retail sales and forecast of liquid hand soap, at current prices, 2015-25
- Figure 71: Total US retail sales and forecast of bath fragrances/bubble bath, at current prices, 2015-25
- Figure 72: Total US retail sales and forecast of hand sanitizers, at current prices, 2015-25
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- Figure 73: Total US retail sales of soap, bath and shower products, by channel, at current prices, 2015-20
- Figure 74: Total US retail sales of soap, bath and shower products, by channel, at current prices, 2018 and 2020
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Appendix – Key Players
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- Figure 75: Multi-outlet sales of bar soap, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 76: Multi-outlet sales of liquid body wash, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 77: Multi-outlet sales of liquid hand soap, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 78: Multi-outlet sales of bath fragrances/bubble bath, by leading companies and brands, rolling 52 weeks 2019 and 2020
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