Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Trade definitions
- Note on IRI data adjustments
- Abbreviations
- Terms
Executive Summary
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- Sales are dropping
- Diverse Trends Driving the Market
- Liquids dominate
- The leading manufacturers still control
- Celebrities fight germs
- FDM on the decline
- Soap, bath and shower product consumers
- A more sophisticated market
- Multi-function products forecast to shrink household repertoire
Market Drivers
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- Direct to consumer and specialty outlets
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- Figure 1: Direct to consumer and specialty outlet sales, 2003 & 2004
- More than just a cleanser
- Targeting male consumers
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- Figure 2: American male population projections, by age, 2000-2010
- The call of nature
- Tween and teen spending power
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- Figure 3: U.S. population projections 2000, 2004 and 2009
- Boomers are aging
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- Figure 4: U.S. population by generation, 2004
- Food and flower scents prevail
Market Size & Trends
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- Figure 5: Total U.S. FDM sales of soap, bath and shower products, at current and constant prices, 1999-2004
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- Graph 1: Total U.S. FDM sales of soap, bath and shower products, at current and constant prices, 1999-2004
- Continued shift in product popularity
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Market Segmentation
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- Overview
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- Figure 6: FDM sales of soap, bath and shower products segmented by product type, 2002 & 2004
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- Graph 2: FDM market share of soap, bath and shower products segmented by product type, 2004
- Bar Soap
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- Figure 7: FDM sales of bar soap, 2002-2004
- Shower Gel/Body Wash
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- Figure 8: FDM sales of shower gel/body wash, 2002-2004
- Liquid Hand Soaps/Sanitizers
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- Figure 9: FDM sales of liquid hand soaps/sanitizers, 2002-2004
- Bath Products
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- Figure 10: FDM sales of bath products, 2002-2004
Supply Structure
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- Foreign trade
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- Figure 11: U.S imports bar soaps, liquid soaps and bath preparations, 2003
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- Figure 12: U.S Exports bar soaps, liquid soaps and bath preparations, 2003
- Companies and brands
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- Figure 13: Manufacturer sales of soap, bath and shower prodcts in the U.S., 2003 & 2004
- Bar soap
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- Figure 14: FDM brand sales of bar soap, 2003 & 2004
- Figure 15: FDM brand sales of bar soap, 2003 & 2004 (continued)
- Liquid hand soap/sanitizers
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- Figure 16: FDM brand sales of liquid hand soap/sanitizers, 2003 & 2004
- Figure 17: FDM brand sales of liquid hand soap/sanitizers, 2003 & 2004 (continued)
- Shower gel/body wash
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- Figure 18: FDM brand sales of shower gels/body washes, 2003 & 2004
- Figure 19: FDM brand sales of shower gels/body washes, 2003 & 2004 (cont.)
- Bath products
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- Figure 20: FDM brand sales of bath products, 2003 & 2004
- Major companies and brands
- Unilever
- Procter & Gamble
- Dial
- Colgate-Palmolive
- Johnson & Johnson
- Benckiser
- GoJo Industries
- Minnetonka
- Playtex
- Private Label
Advertising & Promotion
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- Unilever
- Procter & Gamble
- Dial
- Colgate-Palmolive
- Johnson & Johnson
Retail Distribution
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- Introduction
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- Figure 21: Sales of soap, bath and shower products, by channel, 2002 & 2004
- Supermarkets
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- Figure 22: U.S. Supermarket sales of soap, bath and shower products, at current and constant prices, 2002-2004
- Supermarket Operating Data
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- Figure 23: Top supermarket operating statistics, latest fiscal year-end
- Figure 24: Percentage change from latest fiscal year-end versus year prior
- Mass merchandisers and clubs
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- Figure 25: U.S. mass merchandiser and club store sales of soap, bath and shower products, at current and constant prices, 2002-2004
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- Figure 26: Top mass merchandiser operating statistics, latest fiscal year-end
- Figure 27: Percentage change from latest fiscal year-end versus year prior
- Drug stores
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- Figure 28: U.S. Drug Store sales of soap, bath and shower products, at current and constant prices, 2002-2004
- Drug Store Operating Data
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- Figure 29: Top drug store operating statistics, latest fiscal year-end
- Figure 30: Percentage change from latest fiscal year-end versus year prior
The Consumer
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- Introduction
- Usage Patterns
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- Figure 31: Product usage, May 2003-April 2004
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- Figure 32: Product usage by gender, May 2003-April 2004
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- Figure 33: Product usage by age, May 2003-April 2004
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- Figure 34: Product usage by household income, May 2003-April 2004
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- Figure 35: Product usage by marital status, May 2003-April 2004
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- Figure 36: Product usage bypresence of children, May 2003-April 2004
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- Figure 37: Product usage by race/ethnicity, May 2003-April 2004
- Soap preference by type
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- Figure 38: Product types used, May 2003-April 2004
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- Figure 39: Product preference by gender, May 2003-April 2004
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- Figure 40: Product preference by race/ethnicity, May 2003-April 2004
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- Figure 41: Product preference by presence of children, May 2003-April 2004
- Cross-tab analysis of soap types used
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- Figure 42: Cross tabulation bar soap, body wash, liquid soap usage in household, May 2003-April 2004
- Types of products regularly kept on hand
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- Figure 43: Types of products kept on hand in household, September 2004
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- Figure 44: Types of products kept on hand in household, by gender, September 2004
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- Figure 45: Types of products kept on hand in household, by age, September 2004
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- Figure 46: Types of products kept on hand in household, by household income, September 2004
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- Figure 47: Types of products kept on hand in household, by presence of children in household, September 2004
- Number of different bath product brands in the home
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- Figure 48: Number of brands of different bath and shower products in household, September 2004
- Purchase patterns
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- Figure 49: Bath product purchase patterns, September 2004
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- Figure 50: Bath product purchase patterns, by gender, September 2004
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- Figure 51: Bath product purchase patterns, by age, September 2004
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- Figure 52: Bath product purchase patterns, by presence of children, September 2004
- Preference for aromatherapy and anti-aging products
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- Figure 53: Preference for aromatherapy and anti-aging products, September 2004
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- Figure 54: Preference for aromatherapy and anti-aging products, by gender, September 2004
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- Figure 55: Preference for aromatherapy and anti-aging products, by age, September 2004
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- Figure 56: Preference for aromatherapy and anti-aging products, by presence of children, September 2004
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- Figure 57: Preference for aromatherapy and anti-aging products, by region, September 2004
- Attitudes towards male-specific products
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- Figure 58: Use of male only products, September 2004
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- Figure 59: Use of male only products by age, September 2004
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- Figure 60: Male use of household products by income, September 2004
- Attitudes towards children’s products
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- Figure 61: Product selection for households with children under 10 years old, September, 2004
- Summary
Future & Forecast
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- Future trends
- Direct-to-consumer and specialty outlets thrive
- Male specific product popularity grows
- Greater demand for product enhancement
- Market forecast
- Soap, bath, and shower products forecast
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- Figure 62: Forecast of total U.S. FDM sales of soap, bath and shower products, at current and constant prices, 2004-2009
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- Graph 3: Trends in sales of soap, bath & shower products at current 2004 prices, 1999-2009
- Forecast Factors
Market Size and Trends—Update
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- Figure 63: Total U.S. retail sales of soap, bath, and shower products (FDM channels), 2000-05
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Market Segmentation—Update
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- Figure 64: Sales of soap. bath, and shower products market, segmented by type, 2003 and 2005
- Bar soap
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- Figure 65: FDM sales of bar soap, at current and constant prices, 2000-05
- Shower gel/body wash
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- Figure 66: FDM sales of shower gel/body wash, at current and constant prices, 2000-05
- Liquid hand soaps/sanitizers
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- Figure 67: FDM sales of liquid hand soaps/sanitizers, at current and constant prices, 2000-05
- Bath products
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- Figure 68: FDM sales of bath products, at current and constant prices, 2000-05
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Future & Forecast—Update
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- Future trends
- Direct-to-consumer and specialty outlets thrive
- Male specific product popularity grows
- Greater demand for product enhancement
- Market Forecast—Updated
- Soap, bath, and shower products
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- Figure 69: Forecast of total U.S. FDM sales of soap, bath, and shower products, at current and constant prices, 2005-10
- Bar soap
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- Figure 70: Forecast of U.S. FDM sales of bar soap, at current and constant prices, 2005-10
- Shower gel and body wash
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- Figure 71: Forecast of U.S. FDM sales of shower gel and body wash, at current and constant prices, 2005-10
- Liquid hand soap and sanitizers
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- Figure 72: Forecast of U.S. FDM sales of liquid hand soap and sanitizers, at current and constant prices, 2005-10
- Bath products
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- Figure 73: Forecast of U.S. FDM sales of bath products, at current and constant prices, 2005-10
Appendix: Trade Associations
Appendix: New Product Briefs
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- MZB Personal Care: The Incredibles Bubble Bath
- Trader Joe’s: Trader Zen Shower Gel Scrub
- Colgate-Palmolive: Softsoap Revitalizing Plumeria Body Wash
- Markwins: Rain Dance Aromatherapy Sleep Serenity Set
- Avon: AvonSmile Shower Gel
- Yardley of London: Apothary Unique Soap Trio
- Coty: The Healing Garden Lavendertheraphy Exfoliating Body Scrub
- Rite-Aid: Active Body Wash for Men
- Burt’s Bees: Citrus Spice Exfoliating Shower Soap
- Avalon Natural Products: Avalon Organics Moisture Plus Bar Soap
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