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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- Market size and forecast
- Private label liquid hand soap remains the largest segment
- Supermarkets gaining share more rapidly than other FDMx channels
- Name brands still reign in some segments, while in others, private label is king
- How the consumer views both name-brand as well as private label soap, bath, and shower products
- Purchase factors by race/Hispanic origin
Insights and Opportunities
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- Figure out how to compete on value
- Reaching customers through non-traditional means
- Targeting consumers with interest in organic or natural products
Inspire Insights
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- Private matters
- What we’ve seen
- Just as good?
Market Size and Forecast
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- Key points
- Total soap, bath, shower market continuing incremental rise
- All soap, bath and shower products—sales and forecast
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- Figure 1: FDMx sales and forecast of soap, bath and shower products, at current prices, 2004-14
- Figure 2: FDMx sales and forecast of soap, bath and shower products, at inflation-adjusted prices, 2004-14
- Sales of all soap, bath and shower vs. private label soap, bath and shower
- Sales increases of private label remain higher than the general category
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- Figure 3: FDMx sales of soap, bath and shower products—total vs. private label, 2004-09
- Private label soap, bath and shower goods continue growth albeit at a slower pace
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- Figure 4: FDMx sales and forecast of private label soap, bath and shower products, at current prices, 2004-14
- Figure 5: FDMx sales of private label soap, bath and shower products, at inflation-adjusted prices, 2004-14
Segment Performance—Overview
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- Key points
- Private label segments evenly divided between gains and losses
- Private label soap, bath and shower sales, by segment
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- Figure 6: FDMx private label sales of soap, bath and shower products, by segment, 2008 and 2009
Segment Performance—Liquid Hand Soap
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- Key points
- Private label liquid hand soap sales show continuous growth
- Liquid hand soap sales
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- Figure 7: FDMx sales of liquid hand soap—total vs. private label, 2004-09
Segment Performance—Liquid Body Wash
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- Key points
- Private label liquid body wash sales dwindle over past two years
- Liquid body wash sales
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- Figure 8: FDMx sales of liquid body wash—total vs. private label, 2004-09
Segment Performance—Bath Fragrance/Bubble Bath
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- Key point
- Private label sales show jump in sales in 2009
- Bath fragrance/bubble bath sales
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- Figure 9: FDMx sales of bath fragrance/bubble bath—total vs. private label, 2004-09
Segment Performance—Scrubbers/Massagers
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- Key point
- Private label scrubbers/massagers sales on a downward spiral
- Scrubbers/massagers sales
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- Figure 10: FDMx sales of scrubbers/massagers—total vs. private label, 2004-09
Segment Performance—Non-deodorant Bar Soap
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- Key point
- Private label non-deodorant bar soap sales on the wane since 2007
- Non-deodorant bar soap sales
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- Figure 11: FDMx sales of non-deodorant bar soap—total vs. private label, 2004-09
Segment Performance—Deodorant Bar Soap
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- Key point
- Private label deodorant bar soap sales drop precipitously in 2009
- Deodorant bar soap sales
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- Figure 12: FDMx sales of deodorant bar soap—total vs. private label, 2004-09
Retail Channels
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- Key points
- Sales of private label soap, bath and shower products experience consistent growth in both food stores and other outlets
- Channel sales and trends
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- Figure 13: FDMx sales of private label soap, bath and shower products, 2004-09
Retail Channels—Food Retailers
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- Key point
- Food retailer share remains weak overall
- Food retailers’ sales
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- Figure 14: Food retailers’ sales of private label soap, bath and shower products, total vs. private label, 2004-09
Retail Channels—Other FDMx Channels
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- Key points
- Private label in “other” FDMx stores beginning to lag
- Other FDMx sales
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- Figure 15: Other FDMx sales of private label soap, bath and shower products, total vs. private label, 2004-09
Brands vs. Private Label—Overview
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- Key points
- Private label remains in fifth place
- Increased competition from brand names
- Brand and private label sales
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- Figure 16: FDMx top brands and private label sales of soap, bath and shower products, 2008 and 2009
Brands vs. Private label—Liquid Hand Soap
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- Key point
- Liquid soap viewed as more of a commodity
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- Figure 17: FDMx top brands and private label sales of liquid hand soap, 2008 and 2009
- Consumer use of liquid hand soap brands
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- Figure 18: Incidence of household usage for top brands and private label liquid hand soap, 2004/05-2008/09
Brands vs. Private label—Liquid Body Wash
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- Key point
- Private label holding its own in terms of sales growth
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- Figure 19: FDMx top brands and private label sales of liquid body wash, 2008 and 2009
- Consumer use of body wash brands
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- Figure 20: Incidence of household usage for top brands and private label body wash, 2004/05-2008/09
Brands vs. Private label—Bath Fragrance/Bubble Bath
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- Key point
- Private label sales lead in bath fragrance/bubble bath
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- Figure 21: FDMx top brands and private label sales of bath fragrance/bubble bath, 2008 and 2009
Brands vs. Private label—Scrubbers/Massagers
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- Key point
- Body scrubbers not a must-have for consumers
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- Figure 22: FDMx top brands and private label sales of scrubbers/massagers, 2008 and 2009
Brands vs. Private Label—Non-deodorant Bar Soap
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- Key point
- Private label unable to make a dent in the market
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- Figure 23: FDMx top brands and private label sales of non-deodorant bar soap, 2008 and 2009
- Consumer use of bar soap brands
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- Figure 24: Incidence of household usage for top brands of bar soap, 2004/05-2008/09
Brands vs. Private Label—Deodorant Bar Soap
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- Key point
- PL deodorant bar soap sales lag far behind
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- Figure 25: FDMx top brands and private label sales of deodorant bar soap, 2008 and 2009
Innovation and Innovators—Brands vs. Private Label
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- Private label offering fresh scents
- A utilitarian focus
Soap, Bath and Shower Purchase
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- Overall purchase of soap, bath, and shower products in the past month
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- Figure 26: Purchase of soap, bath and shower products, by gender and age, February 2010
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- Figure 27: Purchase of soap, bath and shower products, by household income, February 2010
- Purchase of store brand products in the soap, bath, shower category
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- Figure 28: Purchase of store brand soap, bath and shower products, by gender and age, February 2010
Factors Influencing Purchase
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- Interest in new soap and bath products
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- Figure 29: Interest in new soap and bath products, by gender and age, February 2010
- Role of self, friends and family for soap and bath advice
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- Figure 30: Role of self, friends and family for soap and bath advice, by gender and age, February 2010
- Impact of green/environmental issues on soap and bath purchase
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- Figure 31: Impact of green/environmental issues on soap and bath purchase, by gender and age, February 2010
Change in Purchase and Opinions of Store Brand Soap, Bath and Shower Products
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- Change in purchase of store brand soap, bath and shower products
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- Figure 32: Change in purchase of store brand soap, bath and shower products, by gender, February 2010
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- Figure 33: Change in purchase of store brand soap, bath and shower products, by age, February 2010
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- Figure 34: Change in purchase of store brand soap, bath and shower products, by household income, February 2010
- Perception of quality of store brand soap, bath and shower products
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- Figure 35: Perception of quality of store brand soap, bath and shower products, by gender, February 2010
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- Figure 36: Perception of quality of store brand soap, bath and shower products, by age, February 2010
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- Figure 37: Perception of quality of store brand soap, bath and shower products, by household income, February 2010
- Attitudes towards brand vs. store label purchase of toiletry products
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- Figure 38: Opinions towards store brand soap, bath and shower products, by gender, April 2008-June 2009
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- Figure 39: Opinions towards store brand soap, bath and shower products, by age, April 2008-June 2009
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- Figure 40: Opinions towards store brand soap, bath and shower products, by household income, April 2008-June 2009
Reasons for Not Buying Private Label Soap, Bath and Shower Products
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- Why private label soap/bath products aren’t appealing to some
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- Figure 41: Reasons for not buying private label soap, bath and shower products, by gender and age, February 2010
Purchasing Behavior
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- Behavior for purchase of deodorant bar soap
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- Figure 42: Purchasing behaviors for deodorant bar soap, by gender and age, February 2010
- Behavior for purchase of non-deodorant bar soap
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- Figure 43: Purchasing behaviors for non-deodorant bar soap, by gender and age, February 2010
- Behavior for purchase of liquid soap/body wash
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- Figure 44: Purchasing behaviors for liquid soap/body wash, by gender and age, February 2010
- Behavior for purchase of liquid hand soap
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- Figure 45: Purchasing behaviors for liquid hand soap, by gender and age, February 2010
Impact of Race/Hispanic Origin
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- Purchase and factors influencing purchase
- Overall purchase of soap, bath, and shower products in the past month
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- Figure 46: Purchase of soap, bath and shower products, by race/Hispanic origin, February 2010
- Purchase of store brand products in the soap, bath, shower category
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- Figure 47: Purchase of private label soap, bath and shower products, by race/Hispanic origin, February 2010
- Factors influencing purchase
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- Figure 48: Interest in new soap and bath products, by race/Hispanic origin, February 2010
- Figure 49: Role of self, friends and family for soap and bath advice, by race/Hispanic origin, February 2010
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- Figure 50: Impact of green/environmental issues on soap and bath purchase, by race/Hispanic origin, February 2010
- Reasons for not buying private label soap, bath and shower products
- The lack of awareness of private label goods in this category
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- Figure 51: Reasons for not buying private label soap, bath and shower products, by race/Hispanic origin, February 2010
- Purchasing behavior
- Behavior for purchase of deodorant bar soap
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- Figure 52: Purchasing behaviors for liquid hand soap, by race/Hispanic origin, February 2010
- Behavior for purchase of non-deodorant bar soap
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- Figure 53: Purchasing behaviors for non-deodorant bar soap, by race/Hispanic origin, February 2010
- Behavior for purchase of liquid soap/body wash
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- Figure 54: Purchasing behaviors for liquid soap/body wash, by race/Hispanic origin, February 2010
- Behavior for purchase of bubble bath/scrubbers
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- Figure 55: Purchasing behaviors for bubble bath/scrubbers, by race/Hispanic origin, February 2010
Custom Consumer Groups
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- Change in purchase and opinions of store brand soap, bath and shower products
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- Figure 56: Change in purchase of store brand soap, bath and shower products, by number of children in HH, February 2010
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- Figure 57: Perception of quality of store brand soap, bath and shower products, by number of children in HH, February 2010
- Influences affecting purchase of store label
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- Figure 58: Reasons for not using private label soap, bath and shower products, by marital/living status, February 2010
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- Figure 59: Reasons for not using private label soap, bath and shower products, by number of children in HH, February 2010
Cluster Analysis
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- Savers
- Demographics
- Characteristics
- Opportunity
- Storebies
- Demographics
- Characteristics
- Opportunity
- Seekers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 60: Private label soap clusters, February 2010
- Figure 61: Purchase of private label soap, bath and shower products, by private label soap clusters, February 2010
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- Figure 62: Change in purchase of store brand soap, bath and shower products, by private label soap clusters, February 2010
- Figure 63: Perception of quality of store brand soap, bath and shower products, by private label soap clusters, February 2010
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- Figure 64: Interest in new soap and bath products, by private label soap clusters, February 2010
- Figure 65: Role of self, friends and family for soap and bath advice, by private label soap clusters, February 2010
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- Figure 66: Impact of green/environmental issues on soap and bath purchase, by private label soap clusters, February 2010
- Cluster demographics
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- Figure 67: Private label soap clusters, by gender, February 2010
- Figure 68: Private label soap clusters, by age, February 2010
- Figure 69: Private label soap clusters, by household income, February 2010
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- Figure 70: Private label soap clusters, by Hispanic origin, February 2010
- Cluster methodology
Appendix: Other Tables
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- Figure 71: Reasons for not buying private label soap, bath and shower products, by household income, February 2010
- Behavior for purchase of bubble bath/scrubbers
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- Figure 72: Purchasing behaviors for bubble bath/scrubbers, by gender and age, February 2010
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Appendix: Trade Associations
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