Table of Contents
Issues in the Market
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- Key themes
- Definitions
Insights and Opportunities
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- Making more of baths
- Turning weakness into strength
Fast Forward Trends
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- Trend 1: Eco and Ego
- What it is
- Market touchpoints/implications
- Trend 2: Rise of the Screenager
- What it is
- Market touchpoints/implications
Market in Brief
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- Shift to showers
- Niche development
- Brand promotion influencing sector performance
- Future
Internal Market Environment
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- Key points
- Busy lifestyles see baths go down the drain
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- Figure 1: Level of receptiveness to quality, 2007
- Ailments to drive chemical awareness
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- Figure 2: Trends in complaints, 2005-07
- Climate change to favour showers
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- Figure 3: Average temperature and total number of sunshine hours in the UK, 2002-07
- Fitness impacts frequency of showering
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- Figure 4: Index of admissions and membership to swimming pools, leisure centres and health and fitness clubs, UK 2003-08
- Attitudes to appearance influence added benefits
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- Figure 5: Level of receptiveness to quality, 2003-07
- Ethics drive innovation in ‘conscience brands’
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- Figure 6: Attitudes towards ethics and the environment, 2003-07
Broader Market Environment
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- Key points
- Gender difference
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- Figure 7: Structure of the UK population, by age and gender, 2003-13
- Working influence
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- Figure 8: Workforce jobs by industry, March 2008
- Number of bathrooms
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- Figure 9: Number of bathrooms in home, by country, 2007
- The rising cost of water
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- Figure 10: Household water bills, industry average, 1989-2008
- Legislation
- REACH
Competitive Context
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- Key points
- Showers competing with baths
- Established names threatened by ethical newcomers
- Shower substitutes
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Manufacturers and brands
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- Figure 11: NPD in soap, bath and shower products, by leading manufacturers, January-July 2008
- Niche steals a march on own-label
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- Figure 12: NPD in soap, bath and shower products by own-labels, 2003-08
- Trend tracker
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- Figure 13: Trends in leading positioning of new launches, 2003-08
- Health and wellness
- Au naturel
- Chemical concern
- Ethical battle for supermarkets
Market Size and Forecast
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- Key points
- Value sales driven by shower and liquid soap
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- Figure 14: UK retail value sales of soap, bath and shower products, 2003-13
- Special offers and stockpiling benefit volume sales
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- Figure 15: Volume sales of soap, bath and shower products, and number of units used, 2003-08
- Age-related benefits
- Future of the market
- Factors used in forecast
Segment Performance
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- Key points
- Power showers
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- Figure 16: UK retail value sales of bath, soap and shower, by sector, in current prices, 2003-13
- Figure 17: UK retail value sales of bath, soap and shower, by sector, in real prices, 2003-13
- Bath additives going down the plughole
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- Figure 18: UK retail value sales of bath additives, by category, 2008
- Spa proposition boosts bath oil but convenience is key
- Natural birth for salts
- Babies’ and children’s bath products
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- Figure 19: UK retail value sales of babies’ and children’s bath products, by age group, 2006-08
- Teens and tweens
- Looking forward
Market Share
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- Key points
- Spreading product portfolios secures growth
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- Figure 20: Manufacturers’ shares in bath, soap and shower products, 2006-08
- Shower products
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- Figure 21: Manufacturers’ shares in shower products, 2006-08
- Taking inspiration from baths
- Customising offerings
- Keeping the sector modern
- Bath additives
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- Figure 22: Manufacturers’ value shares of bath additives, 2006-08
- Children’s category makes a splash
- Baths = stagnant water without innovation and investment
- Liquid and bar soap
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- Figure 23: Manufacturers’ value shares of liquid and bar soap, 2006-08
- Bar soaps hamper value sales growth
- Liquid assets
- Children and gifting lather up growth
Companies and Products
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- Brand map
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- Figure 24: Brand map for soap, bath and shower products, 2008
- Sara Lee
- Unilever
- PZ Cussons
- Johnson & Johnson
- Colgate Palmolive
- Procter & Gamble
- Own-label
- Other
Brand Elements
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- Brand map
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- Figure 25: Attitudes and usage of soap, bath and shower product brands, February 2008
- Dove
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 26: Attitudes towards the Dove brand, February 2008
- Radox
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 27: Attitudes towards the Radox brand, February 2008
- Molton Brown
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 28: Attitudes towards the Molton Brown brand, February 2008
- Olay
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 29: Attitudes towards the Olay brand, February 2008
- The Sanctuary
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 30: Attitudes towards The Sanctuary brand, February 2008
- Brand qualities of soap, bath and shower brands
- Crabtree & Evelyn, Sanex, Palmolive and Imperial Leather need to find the fun factor
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- Figure 31: Personalities of various soap, bath and shower brands, February 2008
- Experience of soap, bath and shower brands
- Despite high awareness, The Body shop and Olay are most likely to never be used
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- Figure 32: Consumer usage of various soap, bath and shower brands, February 2008
- Brand intentions for soap, bath and shower brands
- Crabtree & Evelyn and The Sanctuary need to raise profile to attract users
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- Figure 33: Consideration of various soap, bath and shower brands, February 2008
- Brand momentum for soap, bath and shower brands
- Dove gaining most ground but The Body Shop is losing out
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- Figure 34: Momentum of various soap, bath and shower brands, February 2008
- Brand satisfaction for soap, bath and shower brands
- Dove flies high, achieving the highest score for excellence
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- Figure 35: Satisfaction with various soap, bath and shower brands, February 2008
- Brand commitment to soap, bath and shower brands
- Poor commitment to Sanex and The Body Shop. Imperial Leather fairs better
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- Figure 36: Commitment to various soap, bath and shower brands, February 2008
- Round up
Brand Communication and Promotion
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- Key points
- Attitudes to advertising
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- Figure 37: General attitudes towards advertising, 2003-07
- Trends in adspend
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- Figure 38: Main monitored media advertising spend on soap, bath and shower products, 2004-08
- Adspend by advertiser
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- Figure 39: Main monitored media advertising spend on soap, bath and shower products as a percentage, by top five advertisers, 2004-08
- Investment drives market share
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- Figure 40: Share of adspend illustrated alongside market share of leading advertisers, 2008
- Marketing themes
- Skincaring
- Hygiene
- Energy benefits
Channels to Market
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- Key points
- Investment drives growth
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- Figure 41: Retail sales of soap, bath and shower products, by outlet type, 2003-08
- Direct path to growth
- Store wars
European Comparison
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- Key points
- Innovation
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- Figure 42: European Innovation in soap, bath and shower products, 2003-08
- Usage
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- Figure 43: Overall penetration of soap and bath and shower gels, 2007
Consumer Use
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- Key points
- Gender gap
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- Figure 44: Bath usage, by gender, August 2008
- Soap
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- Figure 45: Trends in usage of soap in GB, 2003-07
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- Figure 46: Trends in use and NPD in soap, by liquid and bar format, GB, 2003-07
- Bath and shower
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- Figure 47: Trends in use and NPD in soap, by liquid and bar format, GB, 2003-07
- Bath oils/liquids/additives
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- Figure 48: Trends in usage of bath oils/liquids/additives, by gender, 2003-07
- Shower
- Frequency of use
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- Figure 49: Trends in usage of shower gels, by gender, 2003-07
Consumer Attitudes to Baths and Showers
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- Key points
- Bath time
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- Figure 50: Attitudes towards having a bath, August 2008
- Health, wellness and indulgence
- Convenience
- Pamper factor detrimental to baths
- Environmental impact of bathing
- Traditional bathing less refreshing, and less hygienic
- Showers vs baths – The great debate
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- Figure 51: Attitudes towards showers versus baths, August 2008
- The cost of showering
- Clean-cut youths
- What works
Consumer Attitudes Towards Bath and Shower Products
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- Key points
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- Figure 52: Attitudes towards bath, soap and shower products, August 2008
- Interest runs deeper for bath users
- Presents to move into the future
- Attract men and teens
- Further analysis
- Results
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- Figure 53: Consumer typologies, August 2008
- Wake up and shower (23%)
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- Figure 54: Consumer typologies by attitudes towards showering in the morning, August 2008
- It’s all water (32%)
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- Figure 55: Attitudes of the ‘it’s all water’ consumer typology towards bathing and showering, August 2008
- After hours showers (19%)
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- Figure 56: Consumer typologies by attitudes towards shower in the evenings, August 2008
- Bath fans (27%)
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- Figure 57: Attitudes of consumer typologies towards taking a bath to relieve aches and pains, August 2008
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- Figure 58: Attitudes of consumer typologies towards taking a bath to relieve aches and pains, August 2008
- Green has sunk in
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- Figure 59: Consumer typologies by attitudes towards baths and showers, August 2008
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- Figure 60: Consumer typologies by further attitudes towards baths and showers, August 2008
- One third don’t care about products
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- Figure 61: Consumer typologies by product statements, August 2008
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
Appendix: Broader Market Environment
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- Figure 62: Agreement and disagreement of statements regarding green and ethical issues, by demographic sub-group, 2007
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Appendix: Brand Communication and Promotion
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- Figure 63: Main monitored media advertising spend on soap, bath and shower products, 2004-08
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Appendix: Consumer Use
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- Penetration and frequency of use
- Product usage men versus women
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- Figure 64: Overall usage of soap, by men and women, 2007
- Figure 65: Usage of soap and shower gels, by men and women, 2007
- Liquid soaps
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- Figure 66: Penetration and frequency of using liquid soaps, by women, by age, GB, 2007
- Toilet soap
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- Figure 67: Penetration and frequency of using toilet soaps, by women, by age, GB, 2007
- Shower gels
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- Figure 68: Penetration and frequency of using shower gels, by women, by age, GB, 2007
- Bath oils/liquids/additives
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- Figure 69: Penetration and frequency of using bath oils/liquids/additives, by women, by age, GB, 2007
- Men
- Liquid soap
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- Figure 70: Penetration and frequency of using liquid soap, by men, by age, GB, 2007
- Toilet soap
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- Figure 71: Penetration and frequency of using toilet soap, by men, by age, GB, 2007
- Shower gels
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- Figure 72: Penetration and frequency of using shower gels, by men, by age, GB, 2007
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- Figure 73: Penetration and frequency of using bath oils/liquids/additives, by men, by age, GB, 2007
Appendix – Attitudes to Baths and Showers
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- Baths
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- Figure 74: Attitudes towards having a bath, August 2008
- Figure 75: Attitudes towards having a bath, by demographic subgroup, August 2008
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- Figure 76: Attitudes towards having a bath, by demographic subgroup, August 2008
- Cross tabs
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- Figure 77: Attitudes of baths crossed by attitudes towards bathing and bathing products, August 2008
- Figure 78: Attitudes towards having a bath by other attitudes towards bathing and bathing products, August 2008
- Showers vs baths
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- Figure 79: Bath users and non-bath users, by demographic subgroup, August 2008
- Attitudes towards showers versus baths
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- Figure 80: Attitudes towards showers versus baths, by demographic sub-group, August 2008
- Figure 81: Attitudes towards showers versus baths, by demographic sub-group, August 2008
- Cross tabs
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- Figure 82: Attitudes towards baths versus showers crossed by attitudes towards bathing and showers and bathing products, August 2008
- Figure 83: Attitudes towards baths versus showers crossed by attitudes towards bathing and showers and bathing products, August 2008
Attitudes Towards Bath, Soap and Shower Products
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- Figure 84: Attitudes towards bath, soap and shower products, August 2008
- Figure 85: Attitudes towards bath, soap and shower products, by demographic sub-group, August 2008
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- Figure 86: Attitudes towards bath, soap and shower products, by demographic sub-group, August 2008
- Cross tabs
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- Figure 87: Attitudes towards bathing crossed by attitudes towards bathing and bathing products, August 2008
- Figure 88: Attitudes towards bathing crossed by attitudes towards bathing and bathing products, August 2008
- Further analysis
- Demographics
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- Figure 89: Consumer typologies by demographics, August 2008
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