Hypothesis: “Most consumers are not particularly loyal to the bathroom toiletries they buy. Price is the main factor in determining purchase but is it at odds with the trend for brands which create a premium experience?”

Changes in bathing habits have led to a continued decline in bar soaps as many consumers prefer to use more modern formats such as liquid soap and shower gels. Manufacturers have responded by creating product ranges that fit into modern lifestyles resulting in a great deal of innovation, with spa-based and natural/botanical themes taking centre stage.

This report covers the UK retail market for soap, bath and shower products (including specific male, female and family products) and includes the following:

 Toilet soaps in both bar and liquid form.

 Liquid bath products such as foam, crème, oil and bubble bath, bath pearls and beads, and solid bath products such as bath salts, grains, crystals, beads and cubes.

 Shower products such as gels, mousses, body shampoos, body exfoliators, sugar scrubs and bodywashes.

 Syndets marketed as soap-free, such as Dove or Oil of Olay moisturising bars are included as are products such as Oilatum, formulated specifically for problem skin.