Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- Lifestage and Special Groups
- ACORN
- Abbreviations
Premier Insight
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- Brands need to stand out from the crowd
- Age concerns need to be targeted
- Men need to be catered for
- Encouraging the bath over a shower
- Reaching the environmentally aware
Executive Summary
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- What drives the market
- Market trends
- Key manufacturers
- Advertising versus below the line
- Grocers dominate
- Consumer preferences
- The future
Market Drivers
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- Changing demographics give rise to new marketing opportunities
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- Figure 1: Trends and projections in UK population, by age group, 1999-2008
- Looking good and feeling good at work
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- Figure 2: Workforce in employment in the UK, by gender and employment status, 1999-2008
- New product development stimulates consumer interest
- Moving to more modern, convenient product types
- Seasonality
- Men: an important market
- Looking for natural alternatives
Market Size and Trends
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- Growth reflects changing bathroom habits
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- Figure 3: UK retail sales of soap, bath and shower products, 1999-2004
- Soap continues to decline
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- Figure 4: UK Retail sales of soap, bath and shower products, by sector, 2001-03
- Time out in the bathroom
Market Segmentation
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- Sales increases for bath and shower products
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- Figure 5: UK retail sales of bath and shower products, 1999-2004
- Products for different occasions
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- Figure 6: UK retail sales of bath and shower products, by type, 2001-03
- Spa products move into the bathroom
- Aromatherapy moves into the mainstream
- Skincare benefits
- Soap brands move into the bath and shower sector
- New product development
- Premium brands
- Toilet soap, liquid soap and syndets
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- Figure 7: UK retail sales of toilet soaps, syndets and liquid soaps, 1999-2004
- Putting innovation into soaps
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- Figure 8: UK retail sales of soap, by type, 2001-03
- Liquid soap: the modern alternative to bar soap
The Supply Structure
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- Brand shares- bath and shower products
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- Figure 9: Manufacturers’ shares of the bath and shower products market, 2001 and 2003
- Brand shares – bar soaps
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- Figure 10: Manufacturers’ shares of the solid soap market*, 2001 and 2003
- Companies and brands
- Sara Lee leads the pack
- PZ Cussons focuses on innovation
- Lever Fabergé focuses on key brands
- Lynx is men’s market leader
- Lux brought back to life
- Colgate Palmolive brings aromatherapy to the mainstream
- Procter & Gamble ― a declining force in bath products
- J&J updates offer
- Other brands
- Own-label
- New Product Briefs
- October 2004
- September 2004
- August 2004
Advertising and Promotion
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- Above the line
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- Figure 11: Main monitored media advertising expenditure on soap, bath and shower products, 1999-2003
- Top spenders
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- Figure 12: Main monitored media advertising expenditure on soap, bath and shower products, by brand, 2003
- Below the line increases in importance
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- Figure 13: Below-the-line promotional activity
Distribution
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- Grocers win the battle for share
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- Figure 14: Retail distribution of bath and shower products, by type of outlet, 2001-03
- Boots seen as retailer for innovation
- Superdrug – a high street rival
- Soap distribution
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- Figure 15: Retail distribution of toilet soap, syndets and liquid soap, by type of outlet, 2001-03
- Consumers buy soap in grocers
- The Internet
The Consumer
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- Pan-European
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- Figure 16: Overall penetration of soap, shower gels and bath oils/liquids/additives, 2004
- Usage trends
- Soap usage
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- Figure 17: Trends in usage of soap in Great Britain, 2002-04
- Shower gel
- Women
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- Figure 18: Trends in usage of shower gels, by women, 2001-04
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- Figure 19: Trends in usage of bath oils, liquids and additives, by women, 2001-04
- Men
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- Figure 20: Trends in usage of shower gels, by men, 2002-04
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- Figure 21: Trends in usage of bath oils, liquids and additives, by men, 2001-04
- Product usage men vs. women
- Soap
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- Figure 22: Overall usage of soap, by men and women, 2004
- Shower gels and soap
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- Figure 23: Usage of shower gels and soap, by men and women, 2004
- Penetration and frequency of use
- Women
- Liquid soaps
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- Figure 24: Penetration and frequency of using liquid soaps, by women, by age, 2004
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- Figure 25: Penetration and frequency of using liquid soaps, by women, by income and working status, 2004
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- Figure 26: Penetration and frequency of using liquid soaps, by women, by region, 2004
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- Figure 27: Penetration and frequency of using liquid soaps, by women, by presence of children and household size, 2004
- Toilet soaps
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- Figure 28: Penetration and frequency of using toilet soaps, by women, by age, 2004
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- Figure 29: Penetration and frequency of using toilet soaps, by women, by income and working status, 2004
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- Figure 30: Penetration and frequency of using toilet soaps, by women, by region, 2004
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- Figure 31: Penetration and frequency of using toilet soaps, by women, by presence of children and household size, 2004
- Shower gels
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- Figure 32: Penetration and frequency of using shower gels, by women, by age, 2004
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- Figure 33: Penetration and frequency of using shower gels, by women, by income and working status, 2004
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- Figure 34: Penetration and frequency of using shower gels, by women, by region, 2004
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- Figure 35: Penetration and frequency of using shower gels, by women, by presence of children and household size, 2004
- Bath oils
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- Figure 36: Penetration and frequency of using bath oils, liquids and additives, by women, by age, 2004
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- Figure 37: Penetration and frequency of using bath oils, liquids and additives, by women, by income and working status, 2004
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- Figure 38: Penetration and frequency of using bath oils, liquids and additives, by women, by region, 2004
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- Figure 39: Penetration and frequency of using bath oils, liquids and additives, by women, by presence of children and household size, 2004
- Age: A powerful differentiator
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- Figure 40: Comparative penetration and frequency of using bath oils, liquids and additives, by women, by age, 2004
- Income: A straight relationship
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- Figure 41: Comparative penetration and frequency of using bath oils, liquids and additives, by income bracket, 2004
- Men
- Liquid soap
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- Figure 42: Penetration and frequency of using liquid soaps, by men, by age, 2004
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- Figure 43: Penetration and frequency of using liquid soaps, by men, by income and working status, 2004
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- Figure 44: Penetration and frequency of using liquid soaps, by men, by region, 2004
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- Figure 45: Penetration and frequency of using liquid soaps, by men, by presence of children and household size, 2004
- Toilet soap
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- Figure 46: Penetration and frequency of using toilet soaps, by men, by age, 2004
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- Figure 47: Penetration and frequency of using toilet soaps, by men, by income and working status, 2004
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- Figure 48: Penetration and frequency of using toilet soaps, by men, by region, 2004
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- Figure 49: Penetration and frequency of using toilet soaps, by men, by presence of children and household size, 2004
- Shower gels
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- Figure 50: Penetration and frequency of using shower gels, by men, by age, 2004
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- Figure 51: Penetration and frequency of using shower gels, by men, by income and working status, 2004
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- Figure 52: Penetration and frequency of using shower gels, by men, by region, 2004
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- Figure 53: Penetration and frequency of using shower gels, by men, by presence of children and household size, 2004
- Bath oils
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- Figure 54: Penetration and frequency of using bath oils, liquids and additives, by men, by age, 2004
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- Figure 55: Penetration and frequency of using bath oils, liquids and additives, by men, by income and working status, 2004
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- Figure 56: Penetration and frequency of using bath oils, liquids and additives, by men, by region, 2004
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- Figure 57: Penetration and frequency of using bath oils, liquids and additives, by men, by presence of children and household size, 2004
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- Figure 58: Comparative Penetration and frequency of using bath oils, liquids and additives, by women, presence of children and household size, 2004
The Consumer – Attitudes and Enthusiasm
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- Figure 59: Desirable qualities looked for in soap, bath and shower gels, August 2004
- Importance of fragrance
- Skin concerns
- Loyalty is not the only issue
- Few opt for own-brand
- Other features
- Demographic profiles and opportunities
- Fragrance for the young, moisturising for the older groups
- Men’s loyalty
- TV advertising works for families and well-known brands
- Special offers in the mid-market tabloids
- Herbal, natural and not tested on animals
- Attitudes to bathing and showering
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- Figure 60: Attitudes to bathing and showering, by demographic sub-group, August 2004
- Bath lovers
- Showers are less time consuming
- Looking after the environment
- Making the most of indulgent moments
- Demographic profiles
- Getting into the bath
- As well as into the shower
- Men – bathers vs showerers
- Bath-time and shower-rush
- Cross-analysis of qualities by attitudes
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- Figure 61: cross-analysis of desirable qualities in bath and shower products, with attitudes to bathing and showering, August 2004
- Skincaring baths and shower
- Pampering baths and convenient showers
- Bathers vs showerers
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- Figure 62: Comparative analysis of desirable qualities in bath and shower products by those consumers who bath only and shower only, August 2004
- Skincaring for showerers
- Fragrance for bathers
- Consumer typologies for soap, bath & shower products
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- Figure 63: Consumer typologies, soap, bath and shower products, August 2004
- Demographic profiles
- Prioritising what is sought when buying bath and shower products
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- Figure 64: Numbers of attributes chsen from each area, August 2004
- Brand matters more than image
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- Figure 65: Areas of importance for soap and bath products’ attributes, August 2004
- Contents and Image Inclined
- Branding-just
- Contents Inspired
- Branding and Price Led
- Correlation analysis
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- Figure 66: Correlation between consumer typologies and supermarkets used for shopping, 2004
- Invigorated Asda shoppers
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- Figure 67: Supermarket shoppers by consumer typologies, 2004
- All rounders at Iceland
- Consumer typologies against whether respondents have a bath or shower only
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- Figure 68: Consumer typologies by whether there is a shower, a bath, or both, 2004
- Demographic breakdown: soap, bath and shower gels qualities
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- Figure 69: Desirable qualities looked for in soap, bath and shower gels, by gender, age and socio-economic group, August 2004
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- Figure 70: Desirable qualities looked for in soap, bath and shower gels, by lifestage, presence of children and Mintel's Special Groups, August 2004
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- Figure 71: Desirable qualities looked for in soap, bath and shower gels, by marital status, workind status and household size, August 2004
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- Figure 72: Desirable qualities looked for in soap, bath and shower gels, by region and ACORN categories, August 2004
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- Figure 73: Desirable qualities looked for in soap, bath and shower gels, by media usage, TV viewing and supermarket usage, August 2004
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- Figure 74: Further desirable qualities looked for in soap, bath and shower gels, by gender, age and socio-economic group, August 2004
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- Figure 75: Further desirable qualities looked for in soap, bath and shower gels, by lifestage, presence of children and Mintel’s Special Groups, August 2004
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- Figure 76: Further desirable qualities looked for in soap, bath and shower gels, by marital status, working status and household size, August 2004
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- Figure 77: Further desirable qualities looked for in soap, bath and shower gels, by region and ACORN categories, August 2004
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- Figure 78: Desirable qualities looked for in soap, bath and shower gels, by media usage, TV viewing and supermarket usage, August 2004
- Attitudes towards bathing and showering: Demographic breakdown
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- Figure 79: Attitudes to bathing and showering, by gender, age and socio-economic group, August 2004
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- Figure 80: Attitudes to bathing and showering, by lifestage, presence of children and Mintel’s Special Groups, August 2004
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- Figure 81: Attitudes to bathing and showering, by marital status, working status and household size, August 2004
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- Figure 82: Attitudes to bathing and showering, by region and ACORN categories, August 2004
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- Figure 83: Attitudes to bathing and showering, by media usage, TV viewing and supermarket usage, August 2004
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- Figure 84: Further attitudes to bathing and showering, by gender, age and socio-economic group, August 2004
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- Figure 85: Further attitudes to bathing and showering, by lifestage, presence of children and Mintel’s Special Groups, August 2004
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- Figure 86: Further attitudes to bathing and showering, by marital status, working status and household size, August 2004
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- Figure 87: Further attitudes to bathing and showering, by region and ACORN categories, August 2004
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- Figure 88: Attitudes to bathing and showering, by media usage, TV viewing and supermarket usage, August 2004
- Consumer Typologies: Demographic breakdown
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- Figure 89: Soap, bath and shower products consumer typologies, by gender, age and socio-economic group, August 2004
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- Figure 90: Soap, bath and shower products consumer typologies, by lifestage, children’s age and Mintel’s Special Groups, August 2004
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- Figure 91: Soap, bath and shower products consumer typologies, by working status, August 2004
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- Figure 92: Soap, bath and shower products consumer typologies, by region and ACORN categories, August 2004
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- Figure 93: Soap, bath and shower products consumer typologies, by media usage, TV viewing and supermarket usage, August 2004
- Target groups of the grouped attributes: Demographic breakdown
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- Figure 94: Target groups of the grouped attributes, by gender, age and socio-economic group, August 2004
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- Figure 95: Target groups of the grouped attributes, by lifestage, working status and Mintel’s Special Groups, August 2004
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- Figure 96: Target groups of the grouped attributes, by region and ACORN categories, August 2004
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- Figure 97: Target groups of the grouped attributes, by media usage, TV viewing and supermarket usage, August 2004
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The Future
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- Growth through innovation
- Trickle down effect: exfoliating scrubs
- Trickle up effect from own label
- Targeting pre-teens/teens
- Spas continue to inspire
- Inspiration from other markets
- A future for organics?
Forecast
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- Refusing to mature gracefully
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- Figure 98: Forecast of UK retail sales of soap, bath and shower products at current sterling prices, 2004-09
- Growth to continue
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- Figure 99: Forecast of UK retail sales of soap, bath and shower products at current Euro prices, 2004-09
- Figure 100: Forecast of UK retail sales of soap, bath and shower products at 2004 sterling prices, 2004-09
- Return of inflation
- Shower products fuels real growth
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- Figure 101: Forecast of UK retail sales of soap, bath and shower products at 2004 Euro prices, 2004-09
- Splitting bath and shower products for the first time
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