Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Highlights
- Market rebound driven by liquid soap products
- Average prices per volume reflect segment dynamics
- Older consumers and men get more attention
- Supermarket dominates non-Wal-Mart FDM sales, especially for singles and males
- Race/ethnicity determines purchasing habits
- Soap is a popular gift
- Future sees more targeted segmentation
Market Drivers
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- Movement to body washes accelerates
- Pricing
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- Figure 1: Graph: FDM volume sold and average price per volume of liquid body soap, 2002-06
- Appeal to men
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- Figure 2: Old Spice, Dial, and Softsoap body washes designed for men
- Figure 3: Use of types of soap and bath products, by gender and household size, January-October 2006
- An aging population of soap users
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- Figure 4: Growth of the U.S. population, by age, 2002-12
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- Figure 5: Projected five-year population growth (2007-12) and average bars of soap used per month,
- New formulations from familiar brands
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- Figure 6: New products vs. range extensions for soap, bath, and shower products, 2002-07
- Washing without water
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- Figure 7: FDM sales of liquid hand soap and hand sanitizers, 2002-06
Market Size and Trends
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- Market size
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- Figure 8: U.S. FDM* sales of soap, bath, and shower products, at current and constant prices, 2002-07
- Figure 9: Price per volume* of soap, bath, and shower products sold at FDM, by type, 2002-06
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- Figure 10: Graph: Indexed price per volume* of soap, bath, and shower products sold at FDM, by type, 2002-06
- Wal-Mart estimate
- Market trends
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- Figure 11: Top 10 new product claims for soap, bath, and shower products, 2002-07
- Figure 12: Private label share of new product introductions for soap, bath, and shower products, 2002-07
Market Segmentation
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- FDM
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- Figure 13: FDM* sales of soap, bath, and shower products, segmented by type, 2005 and 2007
- Figure 14: Graph: FDM* sales of soap, bath, and shower products, by type, 2007
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- Figure 15: Indexed FDM* sales of soap, bath, and shower products, by segment, 2002-07
- Liquid body soap
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- Figure 16: FDM* sales of liquid body soap, at current and constant prices, 2002-07
- Non-deodorant bar soap
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- Figure 17: FDM* sales of non-deodorant bar soap, at current and constant prices, 2002-07
- Figure 18: New non-deodorant moisturizing bar soaps from Dial and Dove breath life into the segment
- Liquid hand soap
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- Figure 19: FDM* sales of liquid hand soap, at current and constant prices, 2002-07
- Deodorant bar soap
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- Figure 20: FDM* sales of deodorant bar soap, at current and constant prices, 2002-07
- Bath products
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- Figure 21: FDM* sales of bath products, at current and constant prices, 2002-07
Supply Structure
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- Companies and brands
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- Figure 22: Manufacturer FDM* sales of bath, soap, and shower products in the U.S., 2005 and 2006
- Liquid body soap
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- Figure 23: Manufacturer brand FDM* sales of liquid body soap in the U.S., 2005 and 2006
- Non-deodorant bar soap
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- Figure 24: Manufacturer brand FDM* sales of non-deodorant bar soap in the U.S., 2005 and 2006
- Deodorant bar soap
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- Figure 25: Manufacturer brand FDM* sales of deodorant bar soap in the U.S., 2005 & 2006
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- Figure 26: Irish Spring (Colgate-Palmolive) deodorant bar soap leads, but its segment declines
- Liquid hand soap
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- Figure 27: Manufacturer brand FDM* sales of liquid hand soap in the U.S., 2005 and 2006
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- Figure 28: Upstart manufacturer Method doubles sales in liquid hand soap in 2005-06
- Bath products
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- Figure 29: Manufacturer brand FDM* sales of bath products in the U.S., 2005 and 2006
Advertising and Promotion
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- Introduction
- Targeting women
- Dove (Unilever)
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- Figure 30: Dove – Self Esteem Fund (May 2006)
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- Figure 31: Dove – Cream Bar Soap (May 2007)
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- Figure 32: Dove – Cream Oil Body Wash (February 2007)
- Suave (Unilever)
- Olay (P&G)
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- Figure 33: Olay Radiance Ribbons Body Wash – Deep End of Moisture (February 2007)
- Figure 34: Olay Age-Defying Body Wash – Time Off (June 2007)
- Caress (Unilever)
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- Figure 35: Caress Exotic Oil Infusions Body Wash – Fairy Tales (April 2007)
- Softsoap (Unilever)
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- Figure 36: Softsoap Nutra-Oil Body Wash – Silky Dress (April 2007)
- Targeting men
- Axe (Unilever)
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- Figure 37: Axe Shower Gel – Rolling Couple (December 2006)
- Old Spice (Procter & Gamble)
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- Figure 38: Old Spice – Wrestlers on the Mat (June 2007)
- Irish Spring (Colgate-Palmolive)
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- Figure 39: Irish Spring Body Wash – Irish Women at the Spring (July 2007)
- Dial for Men (Henkel)
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- Figure 40: Dial for Men Body Wash – For Your Mansuit (January 2007)
- Targeting kids
- Johnson’s (J&J)
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- Figure 41: Johnson’s Moisture Care Body Wash – Baby in the Bath (February 2006)
- Huggies (Kimberly Clark)
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- Figure 42: Huggies Clean Team – Boy Washes Himself (June 2006)
- Other brands
- AVEENO (Johnson & Johnson)
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- Figure 43: AVEENO – Stress Relief (March 2006)
- Method
Retail Distribution
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- Introduction
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- Figure 44: U.S. FDM* sales of soap, bath, and shower products, by channel, 2005 and 2007
- Figure 45: Share of FDM* sales of soap, bath, and shower products, by channel, 2001-07
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- Figure 46: FDM* share, average price per volume, and volume per unit of soap products, by type of soap, 2006
- Supermarkets
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- Figure 47: U.S. supermarket sales of soap, bath & shower products, at current and constant prices, 2002-07
- Mass merchandisers
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- Figure 48: U.S. mass merchandiser* sales of soap, bath & shower products, at current and constant prices, 2002-07
- Drug stores
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- Figure 49: U.S. drug store sales of soap, bath & shower products, at current and constant prices, 2002-07
- Other channels
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- Figure 50: Where soap is purchased, July 2007
- Specialty shops
The Consumer
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- Introduction
- Summary
- Body wash penetration
- Identification with types of soap
- Rate of usage
- Importance of point of sale
- Distribution channels
- Soap as a gift
- Race/ethnicity
- Appeal to older consumers
- Usage of different soap products
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- Figure 51: Use of types of soap and bath products, January-October 2006
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- Figure 52: Use of types of soap and bath products, by gender and household size, January-October 2006
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- Figure 53: Soap and bath products purchased, by gender, July 2007
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- Figure 54: Soap and bath products purchased, by age, July 2007
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- Figure 55: Soap and bath products purchased, by household income, July 2007
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- Figure 56: Soap and bath products purchased, by presence of children in the household, July 2007
- Types of bar soap
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- Figure 57: Types of bar soap used, January-October 2006
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- Figure 58: Types of bar soap used in single-person households, by gender, January-October 2006
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- Figure 59: Types of bar soap used, by age, January-October 2006
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- Figure 60: Types of bar soap used, by presence of children in the household, January-October 2006
- Rate of bar soap usage
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- Figure 61: Rate of bar soap usage, January-October 2006
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- Figure 62: Rate of bar soap usage, by age, January-October 2006
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- Figure 63: Rate of bar soap usage, by number of people in the household, January-October 2006
- Most frequently purchased soap brands
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- Figure 64: Most frequently purchased soap brands, July 2007
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- Figure 65: Most frequently purchased soap brands, by gender, July 2007
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- Figure 66: Most frequently purchased soap brands, by household income, July 2007
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- Figure 67: Most frequently purchased bar soap brands, by users of specific types of soap, January-October 2006
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- Figure 68: Second-most frequently purchased soap brands, by brand purchased most often, July 2007
- Attitudes toward soap products
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- Figure 69: Attitudes toward soap products, by gender, July 2007
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- Figure 70: Attitudes toward soap products, by age, July 2007
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- Figure 71: Attitudes toward soap products, by household income, July 2007
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- Figure 72: Attitudes toward soap products, by presence of children in the household, July 2007
- Where soap is purchased
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- Figure 73: Where soap is purchased, July 2007
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- Figure 74: Where soap is purchased, by gender and marital status, July 2007
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- Figure 75: Where soap is purchased, by presence of children in the household, July 2007
- Soap products purchased as gifts
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- Figure 76: Soap products as gifts, by gender, July 2007
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- Figure 77: Soap products as gifts, by household income, July 2007
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- Figure 78: Soap products as gifts, by presence of children in the household, July 2007
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- Figure 79: Where soap is purchased as a gift, July 2007
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- Figure 80: Where soap is purchased as a gift, by gender, July 2007
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- Figure 81: Where soap is purchased as a gift, by household income, July 2007
- Race/ethnicity
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- Figure 82: Soap and bath products purchased, by race/ethnicity, July 2007
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- Figure 83: Types of bar soap used, by race/ethnicity, January-October 2006
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- Figure 84: Rate of bar soap usage, by race/ethnicity, January-October 2006
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- Figure 85: Attitudes toward soap products, by race/ethnicity, July 2007
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- Figure 86: Where soap is purchased, by race/ethnicity, July 2007
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- Figure 87: Soap products as gifts, by race/ethnicity, July 2007
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- Figure 88: Soap products as gifts, by race/ethnicity and gender, July 2007
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- Figure 89: Where soap is purchased as a gift, by race/ethnicity, July 2007
Future and Forecast
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- Future trends
- Further consumer segmentation
- Race/ethnicity
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- Figure 90: Population by race and Hispanic origin, 2002-12
- Organic ingredients
- Upscale packaging
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- Figure 91: Interesting packaging examples in soap and bath products
- Combination hair and body wash
- Market forecast
- Soap, bath and shower products market
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- Figure 92: Forecast of total U.S. FDM sales of soap, bath, and shower products, at current and constant prices, 2007-12
- Liquid body soap
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- Figure 93: Forecast of U.S. fdm sales of liquid body soap, at current and constant prices, 2007-12
- Non-deodorant bar soap
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- Figure 94: Forecast of U.S. fdm sales of non-deodorant bar soap, at current and constant prices, 2007-12
- Liquid hand soap
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- Figure 95: Forecast of U.S. fdm sales of liquid hand soap, at current and constant prices, 2007-12
- Deodorant bar soap
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- Figure 96: Forecast of U.S. fdm sales deodorant bar soap, at current and constant prices, 2007-12
- Bath products
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- Figure 97: Forecast of U.S. fdm sales of bath products, at current and constant prices, 2007-12
- Forecast factors
Appendix: Trade Associations
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