Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance
- Body wash tops segments; bar soaps trail
- Unilever leads among four major players
- Supermarkets are convenient, but other channels combine for higher sales
- Marketing initiatives for body wash target mostly young men
- Most respondents use bar as well as liquid soaps
- Dove is used most, but brand loyalty is somewhat limited
- Beyond moisturization, lather, gentle formulation, and price are valued
- It’s not a man’s world…yet
- Blacks report more wide brand usage, interest in moisturization
Insights and Opportunities
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- Targeting kitchen odors
- Mood to order
Inspire Insights
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- Trend: Premium and Indulgence
- Trend: Green Skepticism
Market Size and Forecast
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- Key points
- The economy is slowing down sales growth
- Special product attributes, gifting are helping drive sales
- Men become increasingly comfortable with extra grooming
- Hispanics set to play a bigger role in the market
- Soap, bath, and shower products market size and forecast
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- Figure 1: Total U.S. retail sales and forecast of soap, bath, and shower products, at current prices, 2006-16
- Figure 2: Total U.S. retail sales and forecast of soap, bath, and shower products, at inflation-adjusted prices, 2006-16
- Fan chart forecast
- Sales and forecast of soap, bath, and shower products
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- Figure 3: Total U.S. sales and fan chart forecast of soap, bath, and shower products, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Slow economic recovery decelerates growth
- Unemployment/underemployment is still high
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- Figure 4: Unemployment and underemployment, January 2007-October 2011
- Consumer confidence fluctuates but remains low in 2012
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- Figure 5: Consumer confidence, March 2007-November 2011
- Moisturizing, gifting, scent, and antibacterial drive sales
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- Figure 6: Soap purchasing attributes, by gender, January 2012
- Figure 7: Types of bar soap used, by gender, July 2010-September 2011
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- Figure 8: Level of importance by ingredients/qualities, by gender, January 2012
- Women mostly prefer these qualities more than men; female population to increase 4.9%
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- Figure 9: U.S. female population, by age, 2006-16
- Increased interest among men
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- Figure 10: Dove Men + Care television ad, 2011
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- Figure 11: Soap purchasing attributes, by male gender, January 2012
- Figure 12: Male population, by age, 2006-16
- Hispanic population/spending power growth will factor heavily in the future
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- Figure 13: Ownership of soap and bath products, by race/Hispanic origin, January 2012
- Figure 14: Population, by race and Hispanic origin, 2006-16
Competitive Context
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- Skincare moisturizers continue to compete with moisturizing soaps
- Private label offers an alternative to pricier national brands
Segment Performance
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- Key points
- Liquid body wash remains the top segment
- Bar soap sales fluctuate
- Liquid hand soap benefits from consumer concern over spreading germs
- Fragrances/bubble bath rebounds in 2011, but sales are down from 2006
- Sales of soap, bath, and shower products by segment
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- Figure 15: Total U.S. retail sales of selected soap, bath, and shower products at current prices, by segment, 2006-16
Segment Performance—Liquid Body Wash
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- Key points
- Body washes offer benefits beyond bar soap
- Sales and forecast of liquid body wash
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- Figure 16: Total U.S. retail sales and forecast of liquid body wash, at current prices, 2006-16
Segment Performance—Non-deodorant Bar Soap
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- Key points
- Non-deodorant bar soap rebounds in 2011 with added benefits
- Sales and forecast of non-deodorant bar soap
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- Figure 17: Total U.S. retail sales and forecast of non-deodorant bar soap, at current prices, 2006-16
Segment Performance—Liquid Hand Soap
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- Key points
- Liquid hand soap grows steadily
- Sales and forecast of liquid hand soap
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- Figure 18: Total U.S. retail sales and forecast of liquid hand soap, at current prices, 2006-16
Segment Performance—Deodorant Bar Soap
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- Key point
- Deodorant bar soap declines as body wash siphons users
- Sales and forecast of deodorant bar soap
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- Figure 19: Total U.S. retail sales and forecast of deodorant bar soap, at current prices, 2006-16
Segment Performance—Fragrances/Bubble bath
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- Key points
- Growth recovers in estimated 2011, but demand flags
- Sales and forecast of fragrances/bubble bath
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- Figure 20: Total U.S. retail sales and forecast of fragrances/bubble bath, at current prices, 2006-16
Retail Channels
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- Key points
- Supermarkets offer convenience, but “other” channel sales dominate
- Drug stores outpace market growth
- Channel sales of soap, bath, and shower products
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- Figure 21: Total U.S. retail sales of soap, bath, and shower products, by channel, at current prices, 2010 and 2011
Retail Channels—Supermarkets
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- Key points
- Supermarkets offer convenience, but mass competition hurts growth
- Supermarket sales of soap, bath, and shower products
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- Figure 22: Supermarket sales of soap, bath, and shower products, at current prices, 2006-11
Retail Channels—Drug Stores
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- Key points
- Drug stores continue to focus on strengths: beauty and personal care
- Drug store sales of soap, bath, and shower products
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- Figure 23: Drug store sales of soap, bath, and shower products, at current prices, 2006-11
Retail Channels—Other Channels
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- Key points
- Other channels outsell food and drug, but sales fluctuate
- Other channel sales of soap, bath, and shower products
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- Figure 24: Other channel sales of soap. bath and shower products, at current prices, 2006-11
Leading Companies
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- Key points
- Unilever tops the FDMx market with Dove bar soap and Axe body wash
- Colgate-Palmolive attains only 1.3% growth
- Henkel Group slips 1.4%, as many of its Dial brands decline
- Procter & Gamble gains slightly but trails overall
- Private label keeps pace with all but Unilever
- Leading soap, bath, and shower products companies
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- Figure 25: FDMx leading soap, bath, and shower products companies, 2010-11
Brand Share—Liquid Body Wash
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- Key points
- Axe maintains the leading edge
- Dove TV spot
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- Figure 26: Dove Body Wash television ad, 2012
- Old Spice Red Zone and High Endurance drop, but other Old Spice brands gain
- Henkel grows with Right Guard Total Defense 5, Dial NutriSkin
- Colgate-Palmolive also grows with Softsoap and Irish Spring
- Johnson & Johnson, Beiersdorf increase FDMx sales
- Private label sells $54 million through FDMx
- Leading liquid body wash brands
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- Figure 27: FDMx leading liquid body wash brands, 2010-11
Brand Share—Non-deodorant Bar Soap
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- Key points
- Dove helps Unilever maintain its leading role
- Ivory flatlines, receives a makeover
- Dial NutriSkin doubles sales, other Henkel brands decline
- Zest Hydrating Effects fails to help High Ridge Brands grow
- Leading non-deodorant bar soap brands
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- Figure 28: FDMx leading non-deodorant bar soap brands, 2010-11
Brand Share—Liquid Hand Soap
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- Key points
- Softsoap far outsells all other FDMx brands
- Dial increases sales but Henkel still declines overall
- Lysol Healthy Touch rises, offers innovative dispensing
- Private label sells more than national brands
- Leading liquid hand soap brands
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- Figure 29: FDMx leading liquid hand soap brands, 2010-11
Brand Share—Deodorant Bar Soap
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- Key points
- Dial down, likely due to the success of body washes
- Irish Spring deodorant bar soap also declines
- Safeguard grows slightly but maintains a small presence
- Leading deodorant bar soap brands
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- Figure 30: FDMx leading deodorant bar soap brands, 2010-11
Brand Share—Fragrances/Bubble Bath
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- Key points
- Mr. Bubble appeals to kids, Village Naturals to adults
- MZB caters to kids
- Dr. Teal’s reflects potential for bath fragrances to grow
- Leading fragrances/bubble bath brands
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- Figure 31: FDMx leading fragrances/bubble bath brands, 2010-11
Innovations and Innovators
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- Fragrances continue to be selling point
- Natural/botanical ingredients
- Targeted personal care
- Multipurpose products
Brands and the Advertising Landscape
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- Overview
- Axe
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- Figure 32: Brand analysis of Axe, 2012
- Axe Anarchy TV spot
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- Figure 33: Axe Anarchy television ad, 2012
- Online initiatives
- Print and other
- Old Spice
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- Figure 34: Brand analysis of Old Spice, 2012
- Old Spice TV spot
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- Figure 35: Old Spice television ad, 2011
- Online initiatives
- Print and other
- Dial
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- Figure 36: Brand analysis of Dial, 2012
- Dial Triple Moisture TV spot
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- Figure 37: Dial Triple Moisture television ad, 2012
- Online initiatives
- Print and other
Purchases/Usage of Soap, Bath, and Shower Products
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- Key points
- More than seven in 10 use bar soap, but nearly seven in 10 use body wash
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- Figure 38: Ownership of soap and bath products, by gender, January 2012
- 55+ most likely to buy bar soap, least likely to buy liquid body wash
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- Figure 39: Ownership of soap and bath products, by age, January 2012
- More than half use moisturizing bar soap
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- Figure 40: Types of bar soap used, by gender, July 2010-September 2011
- 18-34s most likely to use antibacterial bar soap; those aged 65+ least likely
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- Figure 41: Types of bar soap used, by age, July 2010-September 2011
Brands of Bar Soap and Body Wash Used
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- Key points
- Dove tops bar soap brands used
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- Figure 42: Brands of bar soap used, by gender, July 2010-September 2011
- Dove is the most-used liquid body wash brand among respondents
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- Figure 43: Brands of body wash used, by gender, July 2010-September 2011
- Dove is also the brand bought most often
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- Figure 44: Brands most often purchased, January 2012
Brand Loyalty
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- Key points
- More than half report switching between a few preferred brands
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- Figure 45: Level of loyalty for soap and bath products, January 2012
- Most are brand loyal to bar soap, but switch between liquid soap brands
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- Figure 46: Level of loyalty for soap and bath products, by gender, January 2012
- 18-24s, seniors less likely than average to switch between brands
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- Figure 47: Level of loyalty for soap and bath products, by age, January 2012
- Lower-household-income respondents least likely to switch between brands
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- Figure 48: Level of loyalty for soap and bath products, by household income, January 2012
Purchase Locations for Soap and Bath Products
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- Key points
- Most use mass merchandisers for bar/liquid soap purchases
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- Figure 49: Purchase locations for soap and bath products, January 2012
- Lowest-household-income respondents most likely to use dollar stores
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- Figure 50: Purchase locations for soap and bath products, by household income, January 2012
Preferred Product Attributes
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- Key points
- Moisturization is the top priority
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- Figure 51: Soap purchasing attributes, by gender, January 2012
- $150K+ most likely to gift; $25K or less most likely to buy least expensive
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- Figure 52: Soap purchasing attributes, by household income, January 2012
- Respondents also say lather is important
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- Figure 53: Level of importance by ingredients/qualities, by gender, January 2012
- 18-34s most likely to look for cheapest products, exfoliating
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- Figure 54: Level of importance by ingredients/qualities, by age, January 2012
Men-Specific Products
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- Key points
- More than a third of men say they use men-specific products
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- Figure 55: Soap purchasing attributes, by male gender, January 2012
- Men aged 25-44 use male-centric products most
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- Figure 56: Soap purchasing attributes, by male gender and age, January 2012
Preferred Soap Fragrances
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- Key points
- Floral, citrus scents are most preferred
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- Figure 57: Preferred soap fragrances, by gender, January 2012
- Preference for citrus- and floral-scented shower products declines with age
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- Figure 58: Preferred soap fragrances, by age, January 2012
Impact of Race/Hispanic Origin
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- Key points
- Blacks most likely to use a wide range of soap and bath products
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- Figure 59: Ownership of soap and bath products, by race/Hispanic origin, January 2012
- Blacks more likely to use an array of bar soap types
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- Figure 60: Types of bar soap used, by race/Hispanic origin, July 2010-September 2011
- Blacks most likely to use a variety of bar soap brands
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- Figure 61: Brands of bar soap used, by race/Hispanic origin, July 2010-September 2011
- Blacks also the most likely to use a range of body wash brands
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- Figure 62: Brands of body wash used, by race/Hispanic origin, July 2010-September 2011
- Blacks more likely than whites and Hispanics to be loyal to one name brand
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- Figure 63: Level of loyalty for soap and bath products by race/Hispanic origin, January 2012
- Blacks most likely to say extra moisturizing is important
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- Figure 64: Soap purchasing attributes, by race/Hispanic origin, January 2012
- Black men most likely to use men-only soap/body wash
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- Figure 65: Soap purchasing attributes, by race/Hispanic origin, January 2012
Custom Consumer Groups
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- Key points
- Presence of children translates to higher usage of soap/bath products
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- Figure 66: Ownership of soap and bath products, by presence of children in the household, January 2012
- Respondents with children say a range of product attributes are important
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- Figure 67: Level of importance by ingredients/qualities, by gender, January 2012
Appendix—Other Useful Consumer Tables
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- Purchases/usage of soap, bath, and shower products
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- Figure 68: Ownership of soap and bath products, by household income, January 2012
- Purchase locations for soap and bath products
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- Figure 69: Purchase locations for soap and bath products, by gender, January 2012
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- Figure 70: Purchase locations for soap and bath products, by age, January 2012
- Preferred product attributes
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- Figure 71: Soap purchasing attributes, by age, January 2012
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- Figure 72: Level of importance by ingredients/qualities, by household income, January 2012
- Men-specific products
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- Figure 73: Soap purchasing attributes, by household income, January 2012
- Preferred soap fragrances
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- Figure 74: Preferred soap fragrances, by household income, January 2012
- Impact of race/Hispanic origin
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- Figure 75: Preferred soap fragrances, by race/Hispanic origin, January 2012
Appendix—Trade Associations
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