Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- Give them what they need
- The gift pack amnesty
- ‘I love it. No, really. It smells so… uh… pungent’
- Harnessing the purchasing – and influencing – power of the greens
- DIY, decorative and super-eco
Market in Brief
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- Traditional formats still struggling
- Lack of engagement
- Frugal shopper benefits supermarkets
Internal Market Environment
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- Key points
- The impact of swine flu
- Influence of attitudes towards appearance
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- Figure 1: Trends in attitudes towards personal appearance, by gender, 2004-09
- Skin complaints
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- Figure 2: Trends in skin complaints, 2004-09
- Attitudes towards quality
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- Figure 3: Level of receptiveness to quality, 2004-09
- Factors affecting travel products
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- Figure 4: Number of overseas visits by UK residents, by region visited, 2003-08
Broader Market Environment
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- Key points
- Demographic impact
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- Figure 5: Trends in the age structure of the UK population, by gender, 2004-14
- Impact of employment
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- Figure 6: Usage of shower products and bath additives, by employment status, by gender, 2009
- Number of bathrooms
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- Figure 7: Number of bathrooms in the home, 2004-09
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Manufacturers and brands
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- Figure 8: New launches in SBS products, by company, 2004-10
- Economy and own-label on the rise
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- Figure 9: Innovation in SBS products, by percentage branded or own-label, 2004-10
- Trend tracker
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- Figure 10: Percentage point change in leading ten product claims amongst bath and shower product launches in the UK, 2004-09
- Free-from
- Gift sets for charity
Competitive Context
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- Key points
- Beauty and personal care market
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- Figure 11: UK retail value sales of beauty products and services, at current prices, by category, 2007-09
- Innovation
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- Figure 12: Index of launches of SBS products in the UK, 2004-09
- Brand communication and promotion
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- Figure 13: Above-the-line investment on SBS products as a proportion of all beauty and personal care advertising, 2006-09
Market Size and Forecast
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- Key points
- Throwing out value growth with the bathwater
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- Figure 14: UK retail value sales of SBS products, 2004-14
- Market forecast
- Factors used in forecast
Segment Performance
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- Key points
- Swine flu boosts liquid soap
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- Figure 15: UK retail value sales of bath, soap and shower, by sector, at current prices, 2004-14
Market Share
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- Key points
- Total market
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- Figure 16: Manufacturers’ shares in SBS products, 2007-09
Companies and Products
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- Figure 17: Brand map for SBS products, 2009
- Sara Lee
- Unilever
- PZ Cussons
- Johnson & Johnson
- Colgate-Palmolive
- Procter & Gamble
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Brand Elements
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- Key points
- Brand map
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- Figure 18: Attitudes towards and usage of soap, bath and shower product brands, December 2009
- Brand qualities of soap, bath and shower product brands
- Radox for refreshment, but Dove most genuine
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- Figure 19: Personalities of various soap, bath and shower product brands, December 2009
- Experience of soap, bath and shower product brands
- Dove most popular, premium brands less known
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- Figure 20: Consumer usage of various soap, bath and shower product brands, December 2009
- Brand consideration for soap, bath and shower product brands
- All brands are equal in consideration
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- Figure 21: Consideration of various soap, bath and shower product brands, December 2009
- Brand satisfaction for soap, bath and shower product brands
- Dove the flyaway success
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- Figure 22: Satisfaction with various soap, bath and shower product brands, December 2009
- Brand commitment to soap, bath and shower product brands
- Mass brands have more loyalty
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- Figure 23: Commitment to various soap, bath and shower product brands, December 2009
- Brand intentions for soap, bath and shower product brands
- Dove has top retention
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- Figure 24: Future usage intentions for various soap, bath and shower product brands, December 2009
- Brand recommendation for soap, bath and shower product brands
- Dove most recommended, Palmolive underperforming
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- Figure 25: Recommendation of various soap, bath and shower product brands, December 2009
- Dove
- What the consumer thinks
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- Figure 26: Attitudes towards the Dove brand, December 2009
- Original Source
- What the consumer thinks
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- Figure 27: Attitudes towards the Original Source brand, December 2009
- Molton Brown
- What the consumer thinks
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- Figure 28: Attitudes towards the Molton Brown brand, December 2009
- Palmolive
- What the consumer thinks
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- Figure 29: Attitudes towards the Palmolive brand, December 2009
- The Body Shop
- What the consumer thinks
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- Figure 30: Attitudes towards the The Body Shop brand, December 2009
Brand Communication and Promotion
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- Key points
- Adspend going down the plughole
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- Figure 31: Above-the-line advertising on SBS products, 2006-09
- Aggressive discounting in Asda and Tesco
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- Figure 32: Proportion of stock-keeping units (SKUs) of SBS products on special offer, December 2007-November 2009
- Mass marketing
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- Figure 33: Main media advertising spend on SBS products, by product category, 2006-09
- Swine flu soars spend on soap
- Pampering and health
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- Figure 34: Share of above-the-line media spend on SBS products, by advertiser, 2009
Channels to Market
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- Key points
- Cost and convenience drive sales
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- Figure 35: Retail sales of SBS products, by outlet type, 2007-09
- The impact of age and affluence
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- Figure 36: Where people buy SBS products, by affluence and average age, December 2009
Consumer Usage and Frequency
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- Key points
- Trends in use
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- Figure 37: Trends in usage of soap in GB, 2004-09
- Trends in frequency of use
- Bath additives
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- Figure 38: Trends in usage of bath oils/liquids/additives, by gender, 2004-09
- Shower products
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- Figure 39: Trends in usage of shower gels, by gender, 2004-09
- Summary profile of product use
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- Figure 40: Soap, bath and shower products used in last seven days, December 2009
- Products used
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- Figure 41: Soap, bath and shower products used in last seven days, by types of products used, December 2009
- Women accessorise to maximise the bathing experience
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- Figure 42: Use of SBS products and accessories in last seven days, December 2009
What Consumers Buy
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- Key points
- Topline shopping habits
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- Figure 43: Where people have bought SBS products for themselves or the family in the last six months, December 2009
- Number of places that people shop for SBS products
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- Figure 44: Purchase of SBS products in the last six months, by number of places in which products are bought, December 2009
- Branded vs own-label
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- Figure 45: Types of SBS products bought in the last six months, December 2009
- Over-55s are most brand-loyal
- Own-label shoppers
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- Figure 46: Penetration profile of own-label-only buyers of SBS products as a percentage of all adults, by gender and household income, December 2009
Consumer Attitudes Towards Soap, Bath and Shower Products
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- Key points
- Money matters
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- Figure 47: Attitudes towards SBS products, December 2009
- Out with the old, before in with the new
- Impact of the recession
- Buying bath and shower products – just another job
- Environment takes second place
- Saving the water bills, not the environment
- Recycling depends on councils
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- Figure 48: Profile of environmentally conscious adults in the SBS products market, December 2009
Target Groups
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- Key points
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- Figure 49: Target groups based on attitudes towards SBS products, December 2009
- Waste Reducer (34%)
- Who are they?
- Strategic recommendations
- Grab and Go (47%)
- Who are they?
- Strategic recommendations
- Wallet Watcher (19%)
- Who are they?
- Strategic recommendations
Appendix
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- ACORN
- Advertising data
Appendix – Internal Market Environment
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- Attitudes towards appearance
- Men
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- Figure 50: Attitudes of men towards personal appearance, by demographics, 2009
- Women
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- Figure 51: Attitudes of women towards personal appearance, by demographics, 2009
- Skin complaints
- Last four weeks
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- Figure 52: Skin complaints, by demographics, 2009
- Last 12 months
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- Figure 53: Skin complaints, by demographics, 2009
- Attitudes towards quality
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- Figure 54: Level of receptiveness to quality, by demographics, 2009
Appendix – Who’s Innovating?
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- Figure 55: Innovation in beauty and personal care, by sector, 2009
- Figure 56: Trends in leading product positioning claims amongst beauty and personal care launches, 2004-09
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Appendix – The Consumer – Usage and Frequency
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- Usage
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- Figure 57: Trends in usage of soap in GB, 2004-09
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- Figure 58: Usage of soap in GB, by demographics, 2009
- Bath additives
- Women (2008)
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- Figure 59: Usage of bath oils/liquids/additives – women, by demographics, 2008
- Women (2009)
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- Figure 60: Usage of bath liquids/oils/salts – women, by demographics, 2009
- Men (2008)
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- Figure 61: Usage of bath oils/liquids/additives – men, by demographics, 2008
- Men (2009)
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- Figure 62: Usage of bath liquids/oils/salts – men, by demographics, 2009
- Shower products
- Women (2008)
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- Figure 63: Usage of shower gels, by demographics, 2008
- Women (2009)
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- Figure 64: Usage of shower gels/cream/body wash, by demographics, 2009
- Men (2008)
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- Figure 65: Usage of shower gels, by demographics, 2008
- Men (2009)
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- Figure 66: Usage of shower gels/cream/body wash, by demographics, 2009
- Products used in last seven days
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- Figure 67: Soap, bath and shower products used in last seven days, by demographics, December 2009
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- Figure 68: Soap, bath and shower products used in last seven days, December 2009
- Wet product usage
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- Figure 69: Soap, bath and shower products used in last seven days, by demographics, December 2009
- Accessories
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- Figure 70: Soap, bath and shower products used in last seven days, by demographics, December 2009
Appendix – What Consumers Buy
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- Figure 71: Most popular locations where people have bought SBS products for themselves or the family in the last six months, by demographics, December 2009
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- Figure 72: Next most popular locations where people have bought SBS products for themselves or the family in the last six months, by demographics, December 2009
- Branded vs own-label purchases
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- Figure 73: Where people have bought SBS products for themselves or the family in the last six months, December 2009
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- Figure 74: Profile of shoppers who buy branded or own-label SBS products for themselves or the family in the last six months, by demographics, December 2009
- Shopping habits by type of products bought
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- Figure 75: Where people have bought SBS products for themselves or the family in the last six months, by repertoire of number of places in which SBS products bought, December 2009
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- Figure 76: Places in which soap, bath and shower products bought, by repertoire of number of places in which soap, bath and shower products bought, December 2009
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Appendix – Consumer Attitudes Towards Soap, Bath and Shower Products
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- Figure 77: Most popular attitudes towards SBS products, by demographics, December 2009
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- Figure 78: Next most popular attitudes towards SBS products, by demographics, December 2009 (continued)
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Appendix – Target Groups
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- Figure 79: SBS products used in last seven days, by target group, December 2009
- Figure 80: Where people have bought SBS products for themselves or the family in the last six months, by target group, December 2009
- Figure 81: Number of places in which people buy SBS products, by target group, December 2009
- Figure 82: Type of SBS products bought, by target group, December 2009
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- Figure 83: Attitudes towards SBS products, by target group, December 2009
- Figure 84: Target groups, by demographics, December 2009
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