Table of Contents
Introduction and Abbreviations
-
- Introduction
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Soap, bath and shower products, by the numbers
- Competition driving major efforts to differentiate
- More for men
- Magical botanical
- Bar or liquid?
- Four companies have 75% of the market share
- Mass merchandisers common locations to buy soap
- Black households a key market
- Future directions
- Sales at FDM expected to hold steady; declining 3% annually after inflation
Market Drivers
-
- Demographics
- Women
-
- Figure 1: U.S. female population by age, 2000-10
- Men
-
- Figure 2: U.S. male population by age, 2000-10
- Children
-
- Figure 3: Television ad for Huggies Clean Team, 2006
-
- Figure 4: Households, by presence of children, 2000-04
- Competing to kill germs
-
- Figure 5: FDM sales of liquid hand soap and hand sanitizers, 2001-05
- No time to soap and soak
-
- Figure 6: FDM sales of liquid body soap and bath products, 2001-05
- Soap products as gifts
-
- Figure 7: Soap/bath product purchased as a gift, by gender, June 2006
-
- Figure 8: Place of last bath product purchase as a gift, by gender, June 2006
Market Size and Trends
-
- Market size
- FDM
-
- Figure 9: U.S. FDM sales of soap, bath and shower products, at current and constant prices, 2001-06
-
- Figure 10: U.S. FDM dollar and unit sales* of soap, bath and shower products with average unit price, 2001-05
- Natural food market size
-
- Figure 11: U.S. sales of soap, bath and shower products in natural food stores, at current and constant prices, 2001-06
- Estimated Wal-Mart sales
- Market trends
-
- Figure 12: Number of new soap, shower and bath products launched in the U.S., by year, 2001-06
- Figure 13: Most common claims of soap, shower and bath products launched in the U.S., August 2005-August 2006
- Botanicals
- Spa-inspired and luxury products
Market Segmentation
-
- FDM
-
- Figure 14: FDM sales of bath, soap and shower products in the U.S. by segment, 2004 and 2006
- Liquid soap for body and face
-
- Figure 15: FDM sales of liquid soap for body/face, at current and constant prices, 2001-06
-
- Figure 16: FDM dollar and unit sales* of liquid soap for body/face, with average unit price, 2001-05
- Non-deodorant bar soap
-
- Figure 17: FDM sales of non-deodorant bar soap, at current and constant prices, 2001-06
- Liquid hand soap
-
- Figure 18: FDM sales of liquid hand soap, at current and constant prices, 2001-06
- Deodorant bar soap
-
- Figure 19: FDM sales of deodorant bar soap, at current and constant prices, 2001-06
- Bath products
-
- Figure 20: FDM sales of bath products, at current and constant prices, 2001-06
- Natural food retailers
-
- Figure 21: Natural retailer sales of bath, soap and shower products in the U.S. by segment, 2003-05
Supply Structure
-
- Foreign trade
-
- Figure 22: U.S. soap and bath product imports, 2001-05
-
- Figure 23: U.S. soap and bath product imports, by country, 2004 and 2005
-
- Figure 24: U.S. soap and bath product exports, by country, 2004 and 2005
- Companies and brands
-
- Figure 25: Manufacturer FDM sales of bath, soap and shower products in the U.S., 2004 and 2005
- Liquid soap for body and face
-
- Figure 26: Manufacturer brand FDM sales of liquid body/face soap in the U.S., 2004 and 2005
- Non-deodorant bar soap
-
- Figure 27: Manufacturer brand FDM sales of non-deodorant bar soap in the U.S., 2004 and 2005
- Deodorant bar soap
-
- Figure 28: Manufacturer brand FDM sales of deodorant bar soap in the U.S., 2004 and 2005
- Liquid hand soap
-
- Figure 29: Manufacturer brand FDM sales of liquid hand soap in the U.S., 2004 and 2005
- Bath products
-
- Figure 30: Manufacturer brand FDM sales of bath products in the U.S., 2004 and 2005
- Major companies and brands
- Unilever Group
- Dove
- Suave
- AXE
- Caress
- Lever 2000
- Vaseline
- Colgate-Palmolive
- Softsoap
- Irish Spring
- Tom’s of Maine
- Procter & Gamble
- Olay
- Ivory
- Camay
- Old Spice
- Zest
- Safeguard
- Pampers Kandoo
- Gillette Complete Skincare
- The Dial Corporation (Henkel Group)
- Johnson & Johnson
- AVEENO
- Neutrogena Corporation
- Alberto-Culver Company
- St. Ives
- Coty Inc.
- The Healing Garden
- Calgon
- Ascendia Brands Co., Inc.
- The Village Company LLC
- Para Laboratories, Inc.
Advertising and Promotion
-
- Overview
- Specific company/brand activity
- Unilever
-
- Figure 31: Television ad for Dove’s Cool Moisture Line, 2006
-
- Figure 32: Television ad for Dove’s Calming Night Body Wash, 2006
-
- Figure 33: Television ad for Axe’s Snake Peel Shower Gel, 2006
- Figure 34: Television ad for Caress Glowing Touch Body Wash, 2006
- Procter & Gamble
-
- Figure 35: Television ad for Olay Moisture Ribbons Body Wash, Newscast style, 2006
-
- Figure 36: Television ad for Olay Moisture Ribbons Body Wash, Traditional style, 2006
-
- Figure 37: Television ad for Old Spice High Endurance, 2006
- Figure 38: Television ad for Old Spice Red Zone, 2006
- Dial
-
- Figure 39: Television ad for Dial for Men Body Wash, Take Back the Shower Campaign, 2006
- Figure 40: Television ad for Dial Complete Foaming Hand Wash, 2006
- Johnson & Johnson
-
- Figure 41: Television ad for Johnson’s Softwash Extra Care Body Wash, 2006
- Other company/brand activity
-
- Figure 42: Television ad for Softsoap Body Wash, 2006
Retail Distribution
-
- Introduction
-
- Figure 43: U.S. sales of soap, bath and shower products in FDM and natural food channels, by channel, 2004 and 2006
-
- Figure 44: Place of last soap or bath specialty product purchase, June 2006
- Supermarkets
-
- Figure 45: U.S. supermarket sales of soap, bath and shower products, at current and constant prices, 2001-06
- Mass merchandisers
-
- Figure 46: U.S. mass merchandiser and club store sales of soap, bath and shower products, at current and constant prices, 2001-06
- Wal-Mart
- Drug stores
-
- Figure 47: U.S. drug store sales of soap, bath and shower products, at current and constant prices, 2001-06
- Natural product supermarkets
-
- Figure 48: U.S. natural product supermarket sales of soap, bath and shower products, at current and constant prices, 2001-06
- Other channels
- Specialty skincare stores
- Catalog and Internet
The Consumer
-
- Introduction
- Summary
- Products purchased for home use
-
- Figure 49: Types of soap products purchased for home use, June 2006
-
- Figure 50: Household use of soap products, January-September 2005
-
- Figure 51: Types of soap products purchased for home use, by gender, June 2006
-
- Figure 52: Types of soap products purchased for home use, by age, June 2006
-
- Figure 53: Types of soap products purchased for home use, by race/ethnicity, June 2006
-
- Figure 54: Types of soap products purchased for home use, by number of people in household, June 2006
- Attitudes regarding liquid vs. bar soaps
-
- Figure 55: Reasons for buying liquid soap instead of bar soap, liquid body soap vs liquid hand soap June 2006
- A comparison of liquid body soap to bar soap by gender
-
- Figure 56: Reasons for buying liquid body soap/wash instead of bar soap, by gender, June 2006
- Bar soap brands used in households
-
- Figure 57: Household use of bar soap, by brand, January-September 2005
-
- Figure 58: Household use of bar soap by brand, by race/ethnicity, January-September 2005
- Liquid hand soap brands used in households
-
- Figure 59: Household use of liquid hand soap, by brand, January-September 2005
-
- Figure 60: Household use of liquid hand soap by brand, by race/ethnicity, January-September 2005
- Body wash brands used in households
-
- Figure 61: Household use of body wash, by brand, January-September 2005
-
- Figure 62: Household use of body wash by brand, by race/ethnicity, January-September 2005
- Attitudes towards brands
-
- Figure 63: Actions when favorite soap product brands are not available, June 2006
-
- Figure 64: Actions when favorite soap product brands are not available, by race/ethnicity, June 2006
- Attitudes towards store brands vs. national brands
-
- Figure 65: Attitudes towards store brands, June 2006
- Attitudes towards antibacterial soaps
-
- Figure 66: Attitudes towards antibacterial soaps, June 2006
- Retail channels and product purchases
-
- Figure 67: Place of last soap, bath specialty product or soap gift purchase, by type of soap product, June 2006
Future and Forecast
-
- Future trends
- More combination products
-
- Figure 68: Activities undertaken when bathing/showering, June 2006
- Demographics
-
- Figure 69: U.S. population, by age, 2000-10
- Washing aging bodies
- Men
- More retail activity in specialty
- Germ worries
- Market forecast
- Soap, bath, and shower products
-
- Figure 70: Forecast of total U.S. FDM sales of soap, bath, and shower products, at current and constant prices, 2006-11
- Liquid soap for body or face
-
- Figure 71: Forecast of U.S. FDM sales of liquid soap for body or face, at current and constant prices, 2006-11
- Non-deodorant bar soap
-
- Figure 72: Forecast of U.S. FDM sales of non-deodorant bar soap, at current and constant prices, 2006-11
- Liquid hand soap
-
- Figure 73: Forecast of U.S. FDM sales of liquid hand soap, at current and constant prices, 2006-11
- Deodorant bar soap
-
- Figure 74: Forecast of U.S. FDM sales of deodorant bar soap, at current and constant prices, 2006-11
- Bath products
-
- Figure 75: Forecast of U.S. FDM sales of bath products, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
-
- The Body Shop: Almond Shower Gel
- Unilever: Caress Tahitian Renewal Silkening Body Wash
- ULTA: Ulta Chocolate Raspberry Truffle Body Wash
- Dial: Tone with Cocoa Butter
- Enchanted Meadow: Enchanted Meadow Zen for Men Body Wash
- Avon Products: Avon Honeysuckle Blossom Bubble Bath
- Castelbel: Gardener’s Therapies Tomato Luxury Soap
Back to top