Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance
- Liquid body wash leads the way as the top segment in sales
- Category sales concentrated among five main players
- Supermarkets outpace other retail channels
- Fear of H1N1 virus driving sales of certain products
- Unilever still leads liquid body wash
- Usage, attitudes and motivations
Insights and Opportunities
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- Enable value-conscious consumers
- Using whatever means possible to reach customers
- Take consumers’ needs into account
Inspire Insights
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- Fstr and hypr
- What we’ve seen
- Customizing your shower
Market Size and Forecast
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- Key points
- Trading down still prevalent
- Market size and trends
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- Figure 1: U.S. FDMx sales of soap, bath and shower products, at current prices, 2004-14
- Figure 2: U.S. FDMx sales of soap, bath and shower products, at inflation-adjusted prices, 2004-14
- Walmart sales
Competitive Context
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- Skin and bath care converge
- Moisture from within
- Walmart takes HBC online
Segment Performance
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- Key points
- Consumers focus on the necessities
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- Figure 3: FDMx sales of soap, bath and shower products, by segment, 2007 and 2009
Segment Performance—Liquid Body Wash
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- Key points
- Liquid body wash the star of the soap, bath and shower category
- Sales and forecast—liquid body wash
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- Figure 4: U.S. FDMx sales and forecast of liquid body wash, at current prices, 2004-14
Segment Performance—Non-deodorant Bar Soap
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- Key points
- Sales steady for traditional soap products
- Sales and forecast—non-deodorant bar soap
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- Figure 5: U.S. FDMx sales and forecast of non-deodorant bar soap, at current prices, 2004-14
Segment Performance—Liquid Hand Soap
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- Key points
- Liquid hand soap a bright spot in soap, bath and shower category
- Sales and forecast—liquid hand soap
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- Figure 6: U.S. FDMx sales and forecast of liquid hand soap, at current prices, 2004-14
Segment Performance—Deodorant Bar Soap
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- Key points
- Consumers returning to the basics
- Sales and forecast—deodorant bar soap
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- Figure 7: U.S. FDMx sales and forecast of deodorant bar soap, at current prices, 2004-14
Segment Performance—Bath Fragrance/Bubble Bath
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- Key points
- Bath fragrance/bubble bath falling by the wayside
- Sales and forecast—bath fragrance/bubble bath
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- Figure 8: U.S. FDMx sales and forecast of bath fragrance/bubble bath, at current prices, 2004-14
Segment Performance—Scrubbers/Massagers
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- Key points
- Scrubbers/massagers a casualty of the economy
- Sales and forecast—scrubbers/massagers
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- Figure 9: U.S. FDMx sales and forecast of scrubbers/massagers, at current prices, 2004-14
Retail Channels
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- Key points
- Supermarkets hold their own against “other” channels
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- Figure 10: U.S. FDMx sales of soap, bath and shower products, by retail channel, 2007 and 2009
Supermarkets
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- Key points
- An exception for supermarkets in the personal care aisles
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- Figure 11: Supermarket sales of soap, bath and shower products, 2004-09
All Other Channels
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- Key point
- Other channels maintain the status quo
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- Figure 12: Other store sales of soap, bath and shower products, 2004-09
Market Drivers
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- Consumers redefine what they consider staples
- Fear of H1N1 virus driving sales of certain products
- Multifunctional products sought out by consumers
Leading Companies
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- Key points
- Recession having an impact on consumer goods manufacturers
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- Figure 13: FDMx sales of soap, bath and shower products, by leading manufacturers, 2008 and 2009
Brand Share—Liquid Body Wash
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- Key points
- Giving consumers what they want
- Brand sales—liquid body wash
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- Figure 14: FDMx brand sales of liquid body wash in the U.S., 2008 and 2009 (part one)
- Figure 15: FDMx brand sales of liquid body wash in the U.S., 2008 and 2009 (part two)
Brand Share—Non-deodorant Bar Soap
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- Key points
- Are consumers playing favorites?
- Brand sales—non-deodorant bar soap
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- Figure 16: FDMx brand sales of non-deodorant bar soap in the U.S., 2008 and 2009
Brand Share—Liquid Hand Soap
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- Key points
- Liquid soap viewed as a commodity
- Brand sales—liquid hand soap
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- Figure 17: FDMx brand sales of liquid hand soap in the U.S., 2008 and 2009
Brand Share—Deodorant Bar Soap
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- Key points
- Sticking to the basics
- Brand sales—deodorant soap
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- Figure 18: FDMx brand sales of deodorant soap in the U.S., 2008 and 2009
Brand Share—Bath Fragrance/Bubble Bath
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- Key points
- An occasional indulgence
- Brand sales—bath fragrance/bubble bath
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- Figure 19: FDMx brand sales of bath fragrance/bubble bath in the U.S., 2008 and 2009
Brand Share—Body Scrubbers
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- Key points
- Body scrubbers not necessarily a must-have for consumers
- Brand sales—body scrubbers
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- Figure 20: FDMx brand sales of body scrubbers in the U.S., 2008 and 2009
Brand Qualities
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- Nivea
- Dial
- Irish Spring
Innovation and Innovators
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- Key points
- Enticing new fragrances and scents
- The science of cleanliness
- Stress relief for harried consumers
- Fruit and spice formulations are popular
- Seeking attention
Advertising and Promotion
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- Overview
- Dial Antioxidant Body Wash
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- Figure 21: Television ad Dial Antioxidant Cranberry Body Wash, 2009
- Dove Go Fresh Body Wash
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- Figure 22: Television ad Dove Go Fresh Body Wash, 2008
- Irish Spring Hair & Body
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- Figure 23: Television ad Irish Spring, 2009
- Nivea for Men Active 3
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- Figure 24: Television ad Nivea for Men, 2009
- Olay Body Wash Plus Spa Exfoliating Ribbons
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- Figure 25: Television ad Olay Body Wash, 2009
- Softsoap Ensembles
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- Figure 26: Television ad Softsoap Ensembles, 2008
Usage of Soap, Bath and Shower Products
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- Overall usage
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- Figure 27: Use of bar soap, liquid hand soap and body wash, by gender and age, July/August 2009
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- Figure 28: Use of bar soap, liquid hand soap and body wash, by region, February 2008-March 2009
- Moisturizing soap the most used type
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- Figure 29: Type of bar soap used, by gender, February 2008-March 2009
- Figure 30: Type of bar soap used, by age, February 2008-March 2009
- Preferred soap brands
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- Figure 31: Brands of soaps used, by gender and age, July/August 2009
- Preferred bar soap brands
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- Figure 32: Brands of bar soaps used in household, by gender and age, February 2008-March 2009
- Preferred liquid hand soap brands
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- Figure 33: Brands of liquid hand soap used in household, by gender and age, February 2008-March 2009
- Body wash brands preferred
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- Figure 34: Brands of body wash used in household, by gender and age, February 2008-March 2009
Point of Purchase
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- Where bar soap was purchased
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- Figure 35: Where people buy bar soap, by gender and age, July/August 2009
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- Figure 36: Where people buy bar soap, by region, July/August 2009
- Where liquid hand soap was purchased
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- Figure 37: Where people buy liquid hand soap, by gender and age, July/August 2009
Attitudes and Motivations
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- Purchasing behavior in general
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- Figure 38: Purchasing behavior for soap/body wash, by gender and age, July/August 2009
- Purchases as gifts
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- Figure 39: Purchases as gifts, by gender and age, July/August 2009
Impact of Race/Hispanic Origin
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- Usage of soap, bath and shower products
- Overall usage
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- Figure 40: Use of bar soap, liquid hand soap and body wash, by race/Hispanic origin, February 2008-March 2009
- Point of purchase
- Where bar soap was purchased
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- Figure 41: Where people buy bar soap, by race/Hispanic origin, July/August 2009
- Where liquid hand soap was purchased
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- Figure 42: Where people buy liquid hand soap, by race/Hispanic origin, July/August 2009
- Attitudes and motivations
- Purchasing behavior in general
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- Figure 43: Purchasing behavior for soap/body wash, by race/Hispanic origin, July/August 2009
- Preferred bar soap brands
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- Figure 44: Brands of bar soaps used in household, by race/Hispanic origin, February 2008-March 2009
Cluster Analysis
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- Barred-Ups
- Thrifties
- Gifters
- Cluster characteristics
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- Figure 45: Soap clusters, July/August 2009
- Figure 46: Use of bar soap, liquid hand soap, body wash, or bubble bath, by soap clusters, July/August 2009
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- Figure 47: Brands of soap/body wash brands used most often by household, by soap clusters, July/August 2009
- Figure 48: Purchasing behavior for soap/body wash, by soap clusters, July/August 2009
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- Figure 49: Purchased soap/bath products as gifts, by soap clusters, July/August 2009
- Figure 50: Received soap/bath products as gifts, by soap clusters, July/August 2009
- Cluster demographics
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- Figure 51: Soap clusters, by gender, July/August 2009
- Figure 52: Soap clusters, by age, July/August 2009
- Figure 53: Soap clusters, by household income, July/August 2009
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- Figure 54: Soap clusters, by race, July/August 2009
- Figure 55: Soap clusters, by Hispanic origin, July/August 2009
- Cluster methodology
Custom Consumer Groups
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- Purchasing behavior in general
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- Figure 56: Purchasing behavior for soap/body wash, by marital status and presence of children, July/August 2009
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- Figure 57: Purchasing behavior for soap/body wash, by gender and presence of children, July/August 2009
- Purchases as gifts
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- Figure 58: Purchases as gifts, by marital status and presence of children, July/August 2009
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- Figure 59: Purchases as gifts, by gender and presence of children, July/August 2009
- Where bar soap was purchased
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- Figure 60: Where people buy bar soap, by gender and presence of children, July/August 2009
IRI/Builders—Key Household Purchase Measures
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- Soap—US
- Overview of soap
- Liquid body wash
- Brand map
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- Figure 61: Brand map, selected brands of liquid body wash, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 62: Key purchase measures for the top brands of liquid body wash, by household penetration, 2008*
- Liquid hand soap
- Brand map
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- Figure 63: Brand map, selected brands of liquid hand soap, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 64: Key purchase measures for the top brands of liquid hand soap, by household penetration, 2008*
- Non-deodorant bar soap
- Brand map
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- Figure 65: Brand map, selected brands of non-deodorant bar soap, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 66: Key purchase measures for the top brands of non-deodorant bar soap, by household penetration, 2008*
- Deodorant bar soap
- Brand map
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- Figure 67: Brand map, selected brands of deodorant bar soap, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 68: Key purchase measures for the top brands of deodorant bar soap, by household penetration, 2008*
Appendix: Other Useful Consumer Tables
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- Brands used/preferred
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- Figure 69: Brands of bar soap used in household, by household income, February 2008-March 2009
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- Figure 70: Brands of liquid hand soap used in household, by household income, February 2008-March 2009
- Where liquid body wash was purchased
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- Figure 71: Where people buy liquid body wash, by gender and age, July/August 2009
- Where bubble bath or bath oil was purchased
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- Figure 72: Where people buy bubble bath or bath oil, by gender and age, July/August 2009
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- Figure 73: Purchasing behavior for soap/body wash, by household income, July/August 2009
- Moisturizing soap the preferred type
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- Figure 74: Type of bar soap used in household, by race/Hispanic origin, February 2008-March 2009
- Where liquid body wash was purchased
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- Figure 75: Purchase location of liquid body wash, by gender and age, July/August 2009
- Purchases as gifts
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- Figure 76: Purchases as gifts, by race/Hispanic origin, July/August 2009
Appendix: Trade Associations
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