Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Beyond basic cleaning
- Passing (over) the soap bar
- There is always another more convenient option
- No deodorant, thank you
- Catching up to the supermarkets
- Sales through natural channels
- Children, men, and money help drive the market
- Playing in the majors
- Aspire to greatness… just use our soap
- Cause marketing
- Have to reach those consumers
- Marching to different drummers—demographic highlights
Insights and Opportunities
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- Americans go green, and soap follows
- Demand for organic grows
- In search of the perfect fragrance
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- Figure 1: Top U.S. fragrance components for bath and shower product launches, 2008
- Concentrating on men
Fast Forward Trends
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- Trading up, trading down, trading over
- What we’ve seen
Market Size and Forecast
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- Key points
- A new role for household staples
- Natural products drive sales
- Soap, bath, and shower products sales and forecast
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- Figure 2: Total US FDMx sales and forecast of soap, bath, and shower products at current prices, 2003-13
- Figure 3: Total US FDMx sales and forecast of soap, bath and shower products at inflation adjusted prices, 2003-13
- Wal-Mart’s share of the larger market
Competitive Context
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- Unilever, the undisputed heavyweight
- Hand sanitizers: the ultimate convenience
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- Figure 4: Kootie Killer hand sanitizer, August 2008
- Figure 5: U.S. FDMx sales of hand sanitizers at current prices, 2003-07
- Green and natural choices continue to expand
Segment Performance
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- Key points
- Trading in the bar for liquids
- Redefining old favorites
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- Figure 6: U.S. FDMx sales and forecast of soap, bath and shower products at current prices, by segment, 2003-13
- Changes from 2006 to 2008
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- Figure 7: FDMx sales of soap, bath, and shower products, by segment, 2006 and 2008
Segment Performance—Non-Deodorant Bar Soap
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- Key points
- Low prices lure consumers
- Consumer concerns about chemicals
- Sales and forecast
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- Figure 8: U.S. FDMx sales and forecast of non-deodorant bar soap, 2003-13
Segment Performance—Liquid Body Soap
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- Key points
- The pampering proposition
- The big players enjoy growth…
- …and the small also thrive
- Soap goes further than cleanliness
- Sales and forecast
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- Figure 9: U.S. FDMx sales and forecast of liquid body soap, 2003-13
Segment Performance—Deodorant Bar Soap
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- Key points
- It is all slipping away
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- Figure 10: U.S. FDMx sales and forecast of deodorant bar soap, 2003-13
Segment Performance—Liquid Hand Soap
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- Key points
- Wash your hands!
- Anti-bacterial being replaced by pro natural
- Sales and forecast
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- Figure 11: U.S. FDMx sales and forecast of liquid hand soap products, 2003-13
Segment Performance—Bath Products
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- Key points
- Calgon still takes it away
- Kids and nature sell
- Sales and forecast
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- Figure 12: U.S. FDMx sales and forecast of bath products, 2003-13
Segment Performance—Bath/Body Scrubbers/Massagers
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- Key points
- No more excessive purchases?
- Sales and forecast
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- Figure 13: U.S. FDMx sales and forecast of bath/body scrubbers/massagers, 2003-13
Retail Channels
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- Key points
- Supermarkets are the place… at the moment
- Retailers focusing on the natural
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- Figure 14: U.S. FDMx sales of soap, bath and shower products, by retail channel, 2006 and 2008
Retail Channels—Supermarkets
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- Key points
- In search of simplicity and convenience
- In search of nature
- Competition from the natural food retailers
- Supermarket sales
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- Figure 15: U.S. FDMx sales of soap, bath and shower products at supermarkets, 2003-08
Retail Channels—Other
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- Key points
- Target out in front of the trends as usual
- Drug stores and nature
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- Figure 16: U.S. FDMx sales of soap, bath and shower products at other outlets 2003-08
Natural Channel/SPINS
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- Figure 17: Natural product supermarket retail sales of bath preparations, at current prices, 2006-2008
- Natural channel sales, segment overview
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- Figure 18: Natural product supermarket retail sales of bath preparations by segment, 2006 and 2008
- Figure 19: Natural product supermarket retail sales of bar soap, liquid soap, body wash/bath gels, bath products, 2006-08
- Brand sales of bath preparations in the natural channel
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- Figure 20: Manufacturer brand natural supermarket sales of bath preparations, 2006 and 2008
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Market Drivers
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- Prices fall for solids; increase for liquids
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- Figure 21: Incidence of buying least expensive brand of soap/body wash, by age, July 2008
- A neglected demographic gets the attention of marketers
- Did you wash your hands?
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- Figure 22: Soap purchasing habits, by presence of children in HH, July 2008
- Blacks and Hispanics love soap
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- Figure 23: Population by age, 2003-13
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- Figure 24: Use of soap, by race/Hispanic origin, 2008
- Figure 25: U.S. black population, by age, 2003-13
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- Figure 26: U.S. Hispanic population by age, 2003-13
- Body wash: An affordable indulgence
Leading Companies
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- Key points
- Unilever on top with the young, the ageless and the… cost conscious
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- Figure 27: FDMx sales of leading soap, bath and shower products companies, 2007 and 2008
Brand Share—Liquid Body Soap
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- Key points
- Ageless beauty
- Dial winning real men
- New brand image for Pure & Natural
- Miscellaneous moves
- Manufacturer and brand sales—liquid soap
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- Figure 28: FDMx brand sales of liquid body soap in the U.S., 2007 and 2008
Brand Share—Non-Deodorant Bar Soap
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- Key points
- Deodorants slip to non-deodorants and naturals
- Luring men with promise of adventure
- Manufacturer and brand sales—non-deodorant bar soap
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- Figure 29: FDMx brand sales of non-deodorant bar soap in the U.S., 2007 and 2008
Brand Share—Liquid Hand Soap
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- Key points
- Cost-conscious consumers opt for private label
- Killing germs naturally appeals
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- Figure 30: Mistral Nectar natural hand soaps, August 2008
- Figure 31: Kiss My Face kids foaming hand soap, August 2008
- Manufacturer and brand sales—liquid hand soap
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- Figure 32: FDMx brand sales of liquid hand soap in the U.S., 2007 and 2008
Brand Share—Deodorant Bar Soap
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- Key points
- Au natural
- The whole family
- Manufacturer and brand sales—deodorant bar soap
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- Figure 33: FDMx brand sales of deodorant bar soap in the U.S., 2007 and 2008
Brand Share—Bath Products
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- Key points
- Liquid body washes gain at expense of bar products
- Kids and naturals the only bright spots
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- Figure 34: Little Miss Chatterbox bubble gum scented bubble bath 2008
- Figure 35: FDMx brand sales of bath products in the U.S., 2007 and 2008
Brand Share—Bath/Body Scrubbers/Massagers
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- Key points
- Foregoing the extras
- Small segment lacks firepower
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- Figure 36: FDMx brand sales of bath/body massagers/scrubbers in the U.S., 2007 and 2008
Brand Qualities
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- Dial creates three personalities to reach key demographics
- Unilever targets young men, mature women, and the cost conscious
- Purity, beauty, manliness, and zest: the P&G family of brands
Innovation and Innovators
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- Out of Africa uses unique ingredients, helps women
- Capturing the cachet of New York
- Two for one
Advertising and Promotion
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- Overview
- Unilever
- Making it all better
- Suave using the web
- Dove making adjustments
- Keeping their attention
- Axe gets dirty
- Alberto Culver
- Live a better life
- Dial
- Biodegradable body cleanser for charity
- Television ads
- Sensuality
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- Figure 37: Dial Yogurt Body Wash television commercial, 2008
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- Figure 38: Caress Exotic Oil Infusion Television commercial, 2008
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- Figure 39: Olay Body Wash television commercial, 2008
- Virility
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- Figure 40: Old Spice Double Impact television commercial, 2008
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- Figure 41: Axe Hydrating Shower television commercial, 2008
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- Figure 42: Nivea for Men television commercial, 2008
- Indulgence
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- Figure 43: Dove Supreme television commercial, 2008
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- Figure 44: Olay Body Calm Release television commercial, 2008
- Figure 45: Olay Body Spa television commercial, 2008
Household Soap Purchases
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- Different strokes for different folks
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- Figure 46: Soap purchase, by type of soap, by gender, July 2008
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- Figure 47: Soap purchase, by type of soap, by age, July 2008
- Figure 48: Soap purchase, by type of soap, by presence of children in HH, July 2008
- Trended usage of soap, bath and shower products
- Usage of bar soap down
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- Figure 49: Trended usage of bar soap, topline, January 2003-March 2008
- The big three: moisturizing, antibacterial, deodorant
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- Figure 50: Trended usage of type of bar soap, topline, January 2003-March 2008
- Liquid hand soap grows in popularity
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- Figure 51: Trended usage of liquid hand soap, topline, January 2003-March 2008
- Liquid body soap usage growing
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- Figure 52: Trended usage of body wash, topline, January 2003-March 2008
Attitudes and Motivations
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- Purchase motivation
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- Figure 53: Purchasing habits, by age, July 2008
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- Figure 54: Purchasing habits, by presence of children in HH, July 2008
- Who gets the gift?
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- Figure 55: Incidence of purchasing soap products as a gift, by gender, July 2008
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- Figure 56: Incidence of purchasing soap products as a gift, by age, July 2008
- Figure 57: Incidence of purchasing soap products as a gift, by presence of children in HH, July 2008
Brands
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- Dove dominates
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- Figure 58: Brands of bar soap used, topline, February 2007-March 2008
- Softsoap dominates liquid hand soap segment
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- Figure 59: Brands of liquid hand soap used, topline, February 2007-March 2008
- Bath & Body Works and Dove: two most popular liquid body soap brands
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- Figure 60: Brands of body wash used, topline, February 2007-March 2008
- Overall brand purchase
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- Figure 61: Brands of soap purchased, July 2008
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- Figure 62: Brands purchased most often, by gender, July 2008
Purchase Behavior
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- Where do they buy bar soap?
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- Figure 63: Purchase location for bar soap, by gender, July 2008
- Where do they purchase liquid hand soap?
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- Figure 64: Purchase location for liquid hand soap, by gender, July 2008
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- Figure 65: Purchase location for liquid hand soap, by age, July 2008
- Where do they purchase liquid body soap?
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- Figure 66: Purchase location for liquid body soap/wash, by gender, July 2008
Race and Hispanic Origin
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- Black respondents like many soap types
- Bar soap
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- Figure 67: Types of bar soap used by household, by race/Hispanic origin, February 2007-March 2008
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- Figure 68: Brands of bar soap used by household, by race/Hispanic origin, February 2007-March 2008
- Body wash
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- Figure 69: Brands of body wash used by household, by race/Hispanic origin, February 2007-March 2008
- Attitudes and motivation
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- Figure 70: Purchasing habits, by race/Hispanic origin, July 2008
- Soap as a gift
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- Figure 71: Incidence of purchasing soap products as a gift, by race/ethcnicity, July 2008
Cluster Analysis
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- Inscented high-bars
- Bargain soapers
- Low-bar, moisturized gifters
- Cluster characteristics
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- Figure 72: Soap buyer clusters, July 2008
- Figure 73: Product usage, by soap buyer clusters, July 2008
- Figure 74: Purchasing habits, by soap buyer clusters, July 2008
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- Figure 75: Purchasing as gifts, by soap buyer clusters, July 2008
- Cluster demographics
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- Figure 76: Soap buyer clusters by gender, July 2008
- Figure 77: Soap buyer clusters by age group, July 2008
- Figure 78: Soap buyer clusters by income group, July 2008
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- Figure 79: Soap buyer clusters by race, July 2008
- Figure 80: Soap buyer clusters by Hispanic origin, July 2008
- Methodology
Custom Consumer Groups
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- Presence of children drives antibacterial soap usage
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- Figure 81: Household usage of antibacterial bar soap, by parental status/marital status, February 2007-March 2008
- Brands of bar soap
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- Figure 82: Brands of bar soap used in household, by parental status/marital status, February 2007-March 2008
- Brands of body soap
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- Figure 83: Brands of body wash used, by race/Hispanic origin/age, February 2007-March 2008
IRI/Builders Panel Data
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- Consumer insights—Soap
- Soap
- Liquid body wash/all other
- Liquid hand soap
- Non-deodorant bar soap
- Deodorant bar soap
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- Figure 84: Key purchase measures for the top liquid body wash, liquid hand soap, non-deodorant bar soap, deodorant bar soap brands, by household penetration*
Appendix: Trade Associations
Appendix: IRI/Builders Panel Data Definitions
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