Table of Contents
Executive Summary
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- 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, 11 January 2021
- The market
- COVID-19 triggered value growth in 2020
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- Figure 2: UK central line forecast value sales of the soap, bath and shower products market (prepared on 10 December 2020), 2015-25
- Supermarkets can look beyond convenience to drive long-term footfall
- Companies and brands
- Wellness and ‘clean’ shower/bath brands benefit
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- Figure 3: Retail value sales of shower and bath products, by brand, year ending November 2020
- Brands switch to soap production to meet demand
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- Figure 4: Retail value sales of soap products, by brand, year ending November 2020
- Innovate beyond hygiene for hands
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- Figure 5: New product development in the UK soap, bath and shower market, by product segment, January 2017-November 2020
- The consumer
- Hand hygiene behaviours are up…but for how long?
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- Figure 6: Frequency of washing/bathing/sanitising, October 2020
- Innovate in ‘insperiences’ for the bath/shower routine
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- Figure 7: Behaviours related to using soap, bath and shower products in the last six months, October 2020
- Consumers are loyal to choice of format
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- Figure 8: Usage of soap, bath and shower products, October 2020
- Innovate for skin health
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- Figure 9: Soap, bath and shower product usage concerns, October 2020
- Serve an exciting offering to drive engagement
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- Figure 10: Behaviours when looking for soap, bath and shower products, October 2020
- Use packaging as a point of difference in hand sanitisers
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- Figure 11: Interest in hand sanitiser innovation, October 2020
- Appeal to clean and conscious consumers with in-store refill stations
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- Figure 12: Interest in innovation in soap, bath and shower products, October 2020
Issues and Insights
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- COVID-19 draws attention to hand health
- Stand out in the crowded hand sanitiser segment
- Focus on wellness to drive long-term engagement
The Market – Key Takeaways
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- Soaps clean up in 2020
- In-store sustainable concepts can drive long-term loyalty
- On-trend clean beauty and gender-neutral themes appeal to Gen Z
Market Size and Forecast
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- COVID-19 triggers record growth for SBS in 2020
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- Figure 13: Short, medium and long-term impact of COVID-19 on soap, bath and shower products, 11 January 2021
- Promotional activity drives decline in 2019
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- Figure 14: UK retail value sales of soap, bath and shower products (prepared on 10 December 2020), 2015-25
- Hygiene concerns drive significant rise in 2020
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- Figure 15: UK central line forecast value sales of the soap, bath and shower products market (prepared on 10 December 2020), 2015-25
- Market drivers and assumptions
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- Figure 16: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 14 December 2020)
- Consumers prioritise health and wellness over price
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- Figure 17: Value sales of soap, bath and shower products, 2011-20
- Forecast methodology
Market Segmentation
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- All sectors were impacted by savvy behaviours in 2019
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- Figure 18: UK retail value sales of soap, bath and shower products, by segment, 2018-20 (est)
- Soap is in the spotlight amidst COVID-19
- Muted growth for shower whilst bath benefits from wellness
Channels to Market
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- Discounters attract savvy shoppers in 2019
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- Figure 19: UK retail value sales of soap, bath and shower products, by outlet type, 2018-20 (est)
- Supermarkets rebound under COVID-19 store restrictions
- Drive health and beauty store footfall with sustainability concepts
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- Figure 20: The Body Shop in-store refill station, 2019
- Elevate the online shopping experience
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- Figure 21: Lush Care Kits letterbox packaging, August 2020
Market Drivers
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- COVID-19 upsets financial confidence
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- Figure 22: Trends in current financial situation compared with a year ago, November 2020
- Regulatory change aids supply of hand sanitiser
- SBS purchase remains predominantly in-store
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- Figure 23: Channels used to purchase soap, bath and shower products in the last 12 months, June 2020
- UK’s exit from the EU causes short-term disruptions for SBS
- Tailor product offerings for the over-65s
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- Figure 24: Trends in the age structure of the UK population, 2015-25
- Attract Gen Z with on-trend and exciting concepts
- Brands innovate in line with green demands
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- Figure 25: Purchase of eco-friendly and regular soap, bath and shower products, November 2019
- Interest in natural and organic is growing
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- Figure 26: Purchase of natural/organic soap, bath and shower products, April 2020
- Use bath time to promote emotional wellbeing
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- Figure 27: Relative importance of mental/emotional wellbeing and diet/fitness, September 2019
Companies and Brands – Key Takeaways
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- Attention on the hands gives rise to increased competition
- Green initiatives widen with refill concepts and brand partnerships
- Brands promote wellness through NPD and communication
Market Share
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- Wellness and ‘clean’ brands benefit in bath/shower
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- Figure 28: Retail value sales of shower and bath products, by brand, years ending November 2019 and November 2020
- Carex leads the hand wash and sanitiser segment
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- Figure 29: Retail value sales of soap products, by brand, years ending November 2019 and November 20
- Premium and medical soap brands gain appeal
- Opportunities for premium own-label
Launch Activity and Innovation
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- Brands up their green credentials
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- Figure 30: New product development in the UK soap, bath and shower market, by product segment, January 2017-November 2020
- Figure 31: Examples of NPD in shower products with eco-friendly positioning, 2019 and 2020
- Non-SBS brands shift to producing hand sanitiser in 2020
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- Figure 32: Examples of NPD in hand sanitiser, 2020
- Hand sanitiser NPD goes beyond core claims
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- Figure 33: Examples of NPD in hand sanitiser with natural, sustainable and moisturising claims, 2020
- Brands add playful products to ranges
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- Figure 34: New product development in the UK soap, bath and shower market, by launch type, January 2017-November 2020
- Figure 35: Examples of new variety/range extensions with playful concepts, 2019 and 2020
- Unilever capitalised on wellness and natural trends in 2019
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- Figure 36: New product development in the UK soap, bath and shower market, by ultimate company and others, 2019
- Figure 37: Examples of soap, bath and shower NPD by Unilever, 2019
- Lynx disrupts with bright colours and new scents
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- Figure 38: Examples of soap, bath and shower NPD by Lynx, 2019 and 2020
- Carex revamps packaging in 2019 to drive interest
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- Figure 39: Examples of hand sanitiser NPD by Carex, 2019
- Oriflame offers escapism with the explorer range
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- Figure 40: Examples of soap, bath and shower NPD by Oriflame, 2019
- The Body Shop widens its sustainability stance in 2020
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- Figure 41: New product development in the UK soap, bath and shower market, by ultimate company and others, January-November 2020
- Figure 42: The Body Shop Banana Bath Blend Hydrating Bath Foam, 2020
- Baylis & Harding launches natural Goodness range
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- Figure 43: Examples of hand wash NPD by Baylis & Harding, 2020
- Own-label offers affordable luxury
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- Figure 44: New product development in the soap, bath and shower market, branded vs own-label, January 2017-November 2020
- Figure 45: Examples of own-label NPD in the soap, bath and shower market, 2019 and 2020
- Small brands tap into CBD trends
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- Figure 46: Top 10 claims in the UK soap, bath and shower products market (based on 2019), January 2018-November 2020
- Figure 47: Examples of NPD with natural and organic claims in the soap, bath and shower market, 2019 and 2020
- Ramp up the eco-friendly product claims
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- Figure 48: Examples of NPD in soap, bath and shower products with eco-friendly formats and formulas, 2020
- Disability-inclusive NPD builds caring brand profile
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- Figure 49: BECO Honey Blossom Triple Milled Organic Soap, 2020
- Address skin health concerns by focusing on the microbiome
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- Figure 50: Examples of NPD in soap, bath and shower with microbiome-related claims, 2019 and 2020
- Focus on self-care
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- Figure 51: Examples of NPD in soap, bath and shower with wellness-related claims, 2019
- Figure 52: Lush IRL bath bomb, 2020
Advertising and Marketing Activity
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- TV remains most popular medium in 2019
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- Figure 53: Total above-the-line, online display and direct mail advertising expenditure on soap, bath and shower products, by media type, January 2017-November 2020
- Figure 54: Unilever Dove microbiome-gentle nourishing body wash TV advert, 2019
- Wellness is a theme online in 2020
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- Figure 55: Lush Digital Detox, 2020
- Brands show caring side amidst COVID-19
- Soap increases its share of advertising
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- Figure 56: Total above-the-line, online display and direct mail advertising expenditure on soap, bath and shower products, by product segment (based on 2019), 2019 and 2020
- Figure 57: Dove #WashToCare campaign, 2020
- Unilever dominated recorded adspend in 2020
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- Figure 58: Total above-the-line, online display and direct mail advertising expenditure on soap, bath and shower products, by leading companies and others (based on 2019), 2019 and 2020
- Figure 59: Lynx Africa Hot Since ’95 TV advert, 2020
- PZ Cussons ups its adspend in 2020
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- Figure 60: Carex TV advert for hand wash and hand sanitiser product range, 2020
- Sanex emphasises safety for skin and the planet
- The Body Shop builds on its ethical stance
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- Figure 61: The Body Shop and Channel 4 Unseen Kingdoms documentary advert, 2020
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 62: Attitudes towards and usage of selected brands, December 2020
- Key brand metrics
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- Figure 63: Key metrics for selected brands, December 2020
- Brand attitudes: Lush is considered worth paying more for
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- Figure 64: Attitudes, by brand, December 2020
- Brand personality: Dove is seen as accessible
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- Figure 65: Brand personality – macro image, December 2020
- Sanex and Carex are perceived as expert
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- Figure 66: Brand personality – micro image, December 2020
- Brand analysis
- Dove benefits from natural perceptions
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- Figure 67: User profile of Dove, December 2020
- Dettol is well trusted
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- Figure 68: User profile of Dettol, December 2020
- Carex is considered effective
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- Figure 69: User profile of Carex, December 2020
- Sanex enjoys expert association
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- Figure 70: User profile of Sanex, December 2020
- Lush is perceived as unique
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- Figure 71: User profile of Lush, December 2020
- Lynx holds youthful appeal
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- Figure 72: User profile of Lynx, December 2020
The Consumer – Key Takeaways
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- Increased washing puts the focus on hand health
- Hand sanitiser sheds its functional image
- Green demands are growing stronger
Impact of COVID-19 on Soap, Bath and Shower Products
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- Hand washing is at a record high
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- Figure 73: Frequency of washing/bathing/sanitising, October 2020
- Cater to over-65s’ increased washing habits
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- Figure 74: Frequency of hand washing and hand sanitising (more often), by age, October 2020
- Ingrain proper hand-washing routines for long-term engagement
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- Figure 75: Behaviours related to using soap, bath and shower products in the last six months, October 2020
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- Figure 76: Samsung Hand Wash app, 2020
- Exercise rates drive showering during COVID-19 restrictions
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- Figure 77: Spent longer in the bath/shower, by age, October 2020
- Wellness drives bathing routines
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- Figure 78: Reasons for doing more BPC activities since the COVID-19 outbreak, 23 April-7 May 2020
- Encourage out-of-home hygiene for men
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- Figure 79: Behaviours relating to using hand wash and sanitiser, by gender, October 2020
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- Figure 80: Snappd hand sanitiser packaging, 2020
- Ingredient safety and microbiome trends will accelerate
- Hand sanitisers have the opportunity to premiumise
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- Figure 81: Ways in which BPC spending habits will change in the face of an income squeeze, 18-30 June 2020
Usage of Soap, Bath and Shower Products
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- Consumers stick to familiar formats
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- Figure 82: Usage of soap, bath and shower products, December 2018 and October 2020
- Hygiene concerns impact young people’s usage of bar soap
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- Figure 83: Usage of bar soap (excluding soap-free bars), by age, December 2018 and October 2020
- Use personalisation to engage men
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- Figure 84: Men’s usage of soap, bath and shower products, December 2018 and October 2020
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- Figure 85: Kings Instagram post, 2020
Soap, Bath and Shower Product Usage Concerns
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- Skin health will be a long-lasting trend
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- Figure 86: Soap, bath and shower product usage concerns, October 2020
- Innovate in sustainable formulas
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- Figure 87: Blueland Iris Agave Foaming Hand Soap Tablet set, 2019
- Formulation benefits can add highest value
- Young people are cost-conscious
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- Figure 88: Cost as a concern for soap, bath and shower products, by age, October 2020
Usage Behaviours Related to Soap, Bath and Shower Products
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- Effective hygiene control is top of mind
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- Figure 89: Behaviours when looking for soap, bath and shower products, October 2020
- Natural ingredients communicate safety
- Offer excitement to routines
- Premiumise with at-home wellness experiences
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- Figure 90: Aman Purifying Auric Cleanse Bath Salts, 2019
Interest in Hand Sanitiser Innovation
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- Offer moisturising sanitiser through formula and format
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- Figure 91: Interest in hand sanitiser innovation, October 2020
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- Figure 92: Jo Loves hand sanitiser and hand lotion duo, September 2020
- Ensure convenience is met
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- Figure 93: TURF Analysis – soap, bath and shower products, October 2020
- Innovate in stylish refillable designs
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- Figure 94: Haan Dew of Dawn Hydrating Hand Sanitiser, 2020
- Build usage occasions with surface sanitisers
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- Figure 95: Carex Antibacterial Hand Sanitiser Spray, 2020
- Tap into beauty hygiene with face/hair sanitisers
Interest in Soap, Bath and Shower Product Innovation
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- Hygienic dispensing takes precedence
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- Figure 96: Interest in innovation in soap, bath and shower products, October 2020
- Figure 97: Dettol No-Touch Cucumber Anti-Bacterial Liquid Hand Wash System with Refill, 2019
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- Figure 98: Soapstone refillable hand sanitiser dispenser, 2020
- Create holistic sleep practices
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- Figure 99: Skintimate guided shower meditations
- Respond to the desire for anti-pollution SBS
- On-the-go soap provides more effective cleaning
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- Figure 100: Suds2Go portable hand-washing system
- Offer customised solutions for young people
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- Figure 101: Soap & Glory online fragrance finder, 2020
CHAID Analysis – Soap, Bath and Shower Products
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- Be ready for the refill revolution
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- Figure 102: Soap, bath and shower products – CHAID – Tree output, October 2020
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- Figure 103: Soap, bath and shower products – CHAID – Table output, October 2020
- Methodology
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- TURF – Methodology
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- Figure 104: Table – TURF Analysis – soap, bath and shower products, October 2020
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