Table of Contents
Introduction
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- Definition
- Excluded
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best and worst case forecast sales of soap, bath and shower products, 2005-15
- Growth in population fails to support market value
- Shower category dominates
- Market factors
- Special offers
- Demographics
- Growing interest amongst men
- Swine flu and hand hygiene
- Stress therapy
- Companies, brands and innovation
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- Figure 2: Manufacturers’ shares in UK retail value sales of soap, bath and shower products, 2010
- Sara Lee is market leader
- Innovation centred around de-stressing and relaxing or energising
- The consumer
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- Figure 3: Impact of recession on shopping habits for bath and shower products, February 2011
- Bargain hunting and down-trading in the recession
- Out with the old, in with the new
- What we think
Issues in the Market
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- Has the recession and the poor current economic climate affected sales and consumers’ shopping behaviour with regard to soap, bath and shower products?
- How are the leading brands faring against rising competition from own-label, and also against uncertainties in the economy due to the recession?
- What are the product attributes that soap, bath and shower manufacturers should focus on, in order to better meet consumers’ needs in this category?
- Is there room for more product segmentation in this market?
- Is the environment still a consumer concern?
Future Opportunities
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- Trend: Greenfluencers
- Trend: Mood from Food
Internal Market Environment
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- Key points
- Recession fuels demand for in-home treatments
- Focus on men
- The impact of swine flu
- Influence of attitudes towards appearance
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- Figure 4: Trends in attitudes towards personal appearance, by gender, 2006-10
- Skin complaints
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- Figure 5: Trends in incidence of skin complaints and stress in last 12 months, 2006-10
- Attitudes towards quality
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- Figure 6: Trends in level of receptiveness to quality, 2006-10
- Changes to safety regulations in cosmetics industry
- Animal testing
Broader Market Environment
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- Key points
- Importance of bargains
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- Figure 7: Changing grocery shopping habits, January 2009-February 2011
- Looking for more value from toiletries
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- Figure 8: GDP, PDI and consumer expenditure, at current prices, 2005-15
- Influence of changes in demographic profile of population
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- Figure 9: Trends in the age structure of the UK population, by gender, 2005-15
- Travel products
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- Figure 10: Number of overseas visits by UK residents, by region visited, 2005-09
Who’s Innovating?
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- Key points
- Leading innovators
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- Figure 11: New product activity in soap, bath and shower products, by company, 2008-10
- Importance of botanical/herbal ingredients
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- Figure 12: New product launches in soap, bath and shower products, by product claim, 2010
- Downturn in economy buoys own-label
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- Figure 13: New product launches in soap, bath and shower products, branded vs. own-label, 2008-10
- Seasonal and limited editions
- Aromatic
- Inspiration from around the world
- Food as an ingredient
- Products for men
- Humour
- Anti-ageing
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Women’s grooming habits
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- Figure 14: Trends in usage of selected toiletries, top ten – women, 2006-10
- Men’s grooming habits
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- Figure 15: Trends in usage of selected toiletries, top ten – men, 2006-10
- The beauty market
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- Figure 16: UK retail value sales of selected cosmetics and toiletries, 2005-09
Market Size and Forecast
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- Key points
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- Figure 17: UK retail value sales of soap, bath and shower products, at current and constant prices, 2005-15
- Special offers boost SBS volumes but slow down value growth
- Future of the market
- Forecast
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- Figure 18: Best- and worst-case forecast value sales of soap, bath and shower products, 2005-15
Segment Performance
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- Key points
- Sector performance
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- Figure 19: UK retail value sales of soap, bath and shower products, by sector, at current prices, 2005-15
- Sector split by target audience
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- Figure 20: UK retail value sales of soap, bath and shower products, by target audience, 2008-10
Market Share
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- Key points
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- Figure 21: Manufacturers’ shares in value sales of soap, bath and shower products, 2008-10
Companies and Products
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- Beiersdorf
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- Figure 22: Financial performance of Beiersdorf in the UK, 2008 and 2009
- Colgate-Palmolive
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- Figure 23: Financial performance of Colgate-Palmolive in the UK, 2008 and 2009
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- Figure 24: New products launched by Colgate-Palmolive in the UK soap, bath and shower products market, 2010
- Johnson & Johnson
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- Figure 25: Financial performance of J&J in the UK, 2008 and 2009
- Procter & Gamble
- PZ Cussons
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- Figure 26: New products launched by PZ Cussons in the UK soap, bath and shower products market, 2010
- Sara Lee
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- Figure 27: New products launched under the Radox brand in the UK, 2010
- Unilever
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- Figure 28: New products launched by Unilever in the UK soap, bath and shower products market, 2010
Brand Communication and Promotion
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- Key points
- Total adspend in the soap, bath and shower market
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- Figure 29: Topline adspend in the soap, bath and shower market, 2006-10
- Total adspend in soap, bath and shower products by category
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- Figure 30: Topline adspend on soap, bath and shower products, by sector, January-October 2010
- Adspend on soap, bath and shower products by company
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- Figure 31: Highest-spending companies in adspend in the soap, bath and shower market, January-October 2010
Channels to Market
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- Key points
- Distribution
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- Figure 32: Retail sales of soap, bath and shower products, by outlet type, 2008-10
- Grocers dominate
- Trust in Boots
- Independent pharmacies are disadvantaged
The Consumer – Use of Soap, Bath and Shower Products
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- Key points
- Trends in usage
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- Figure 33: Usage of soap, bath and shower products, by gender, 2010
- Bath additives
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- Figure 34: Trends in usage of bath oils/liquids/additives, by gender, 2008-10
- Shower products
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- Figure 35: Trends in usage of shower gels/cream/body wash, by gender, 2008-10
- Bar soap
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- Figure 36: Trends in usage of bar of soap, by gender, 2008-10
- Liquid soap
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- Figure 37: Trends in usage of liquid soap/handwash, by gender, 2008-10
The Consumer – Price Consumers Pay for Soap, Bath and Shower Products
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- Key points
- Price consumers are willing to pay for soap, bath and shower products
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- Figure 38: Soap, bath and shower products bought in last six months and price normally paid, February 2011
- Attributes looked for by price paid
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- Figure 39: Attributes looked for when buying shower products, by price paid for them, February 2011
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- Figure 40: Attributes looked for when buying bath products, by bath products bought and price paid for them in the last six months, February 2011
- Attitudes to soap, bath and shower products by price paid
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- Figure 41: Attitudes towards shower products bought and price paid for them in the last six months, February 2011
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- Figure 42: Attitudes towards bath products bought and price paid for them in the last six months, February 2011
- Changes in shopping habits after the recession by price paid
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- Figure 43: Change in shopping habits after the recession by shower products bought and price paid for them
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- Figure 44: Change in shopping habits after the recession by bath products bought and price paid for them
The Consumer – Attributes Looked for in Soap, Bath and Shower Products
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- Key points
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- Figure 45: Attributes consumers look for when buying soap, bath and shower products, February 2011
The Consumer – Attitudes Towards Soap, Bath and Shower Products
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- Key points
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- Figure 46: Consumer attitudes towards shower and bath products, February 2011
- Out with the old, in with the new
- Recycling
- Showers are better suited to the environment
- Checking the ingredients
- Demand for organic
The Consumer – Impact of Recession on Shopping for Soap, Bath and Shower Products
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- Key points
- Bargain hunters
- Trading down
- Business as usual
- Striving for efficiency
Target Groups
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- Key points
- ‘Splashing Out’ Consumers (32%)
- ‘Bubble Bursts’ Consumers (32%)
- ‘Promotion Chasing’ Consumers (32%)
Appendix – Internal Market Environment
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- Figure 47: Attitudes towards personal appearance – men, by demographics, 2010
- Figure 48: Attitudes towards personal appearance – women, by demographics, 2010
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- Figure 49: Skin complaints suffered from in the last four weeks, by demographics, 2010
- Figure 50: Skin complaints suffered from in the last 12 months, by demographics, 2010
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- Figure 51: Level of receptiveness to quality, by demographics, 2010
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Appendix – Broader Market Environment
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- Figure 52: Trends in number of bathrooms in the home, 2006-10
- Figure 53: UK child population, by age, 2005-15
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Appendix – Market Size and Forecast
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- Figure 54: Best- and worst-case forecasts for soap, bath and showers, 2010-15
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Appendix – Use of Soap, Bath and Shower Products
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- Figure 55: Usage of bath liquids/oils/salts – men, by demographics, 2010
- Figure 56: Usage of bath liquids/oils/salts – women, by demographics, 2010
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- Figure 57: Usage of shower gels/cream/body wash – men, by demographics, 2010
- Figure 58: Usage of shower gels/cream/body wash – women, by demographics, 2010
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- Figure 59: Usage of bars of soap – men, by demographics, 2010
- Figure 60: Usage of bars of soap – women, by demographics, 2010
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- Figure 61: Usage of liquid soap/handwash – men, by demographics, 2010
- Figure 62: Usage of liquid soap/handwash – women, by demographics, 2010
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Appendix – Price Consumers Pay for Soap, Bath and Shower Products
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- Figure 63: Products bought and price paid for them in the last six months, February 2011
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- Figure 64: Liquid hand soap bought and price paid for them in the last six months, by demographics, February 2011
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- Figure 65: Bar soap bought and price paid for them in the last six months, by demographics, February 2011
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- Figure 66: Shower gel, cream, body wash bought and price paid for them in the last six months, by demographics, February 2011
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- Figure 67: Bath gel, cream etc bought and price paid for them in the last six months, by demographics, February 2011
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- Figure 68: Combined hair and body wash bought and price paid for them in the last six months, by demographics, February 2011
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- Figure 69: Hand sanitisers bought and price paid for them in the last six months, by demographics, February 2011
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- Figure 70: Attributes looked for when buying shower products, by shower products bought and price paid for them in the last six months, February 2011
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- Figure 71: Attributes looked for when buying bath products, by bath products bought and price paid for them in the last six months, February 2011
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- Figure 72: Attitudes towards shower and bath products, by shower products bought and price paid for them in the last six months, February 2011
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- Figure 73: Attitudes towards shower and bath products, by bath products bought and price paid for them in the last six months, February 2011
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- Figure 74: Change in shopping habits after recession, by shower products bought and price paid for them in the last six months, February 2011
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- Figure 75: Change in shopping habits after recession, by bath products bought and price paid for them in the last six months, February 2011
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Appendix – Attributes Looked for I Soap, Bath and Shower Products
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- Figure 76: Attributes looked for when buying shower products/bath products, February 2011
- Figure 77: Most popular attributes looked for when buying shower products, by demographics, February 2011
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- Figure 78: Next most popular attributes looked for when buying shower products, by demographics, February 2011
- Figure 79: Other attributes looked for when buying shower products, by demographics, February 2011
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- Figure 80: Most popular attributes looked for when buying bath products, by demographics, February 2011
- Figure 81: Next most popular attributes looked for when buying bath products, by demographics, February 2011
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- Figure 82: Other attributes looked for when buying bath products, by demographics, February 2011
- Figure 83: Attributes looked for when buying shower products, February 2011
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- Figure 84: Attributes looked for when buying bath products, February 2011
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Appendix – Attitudes towards Soap, Bath and Shower Products
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- Figure 85: Attitudes towards shower and bath products, February 2011
- Figure 86: Agreement with the statement ‘I try to use up old shower/bath products before buying new ones‘, by demographics, February 2011
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- Figure 87: Agreement with the statement ‘I often throw away shower/bath products before they are empty‘, by demographics, February 2011
- Figure 88: Agreement with the statement ‘I tend to have bottles of unfinished shower/bath products in the bathroom‘, by demographics, February 2011
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- Figure 89: Agreement with the statement ‘I usually recycle the packaging of my shower/bath products‘, by demographics, February 2011
- Figure 90: Agreement with the statement ‘I buy products with environmentally friendly packaging (eg pouches, refills, recyclable packaging etc)‘, by demographics, February 2011
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- Figure 91: Agreement with the statement ‘I worry about the environmental effect of using ingredients from rainforests/natural habitats in shower/bath products‘, by demographics, February 2011
- Figure 92: Agreement with the statement ‘I have more showers than baths because it is better for the environment‘, by demographics, February 2011
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- Figure 93: Agreement with the statement ‘Saving the environment isn’t something I think about when buying shower/bath products‘, by demographics, February 2011
- Figure 94: Agreement with the statement ‘I try to buy natural or organic shower/bath product brands‘, by demographics, February 2011
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- Figure 95: Agreement with the statement ‘Before buying shower/bath products, I check whether ingredients have been tested on animals‘, by demographics, February 2011
- Figure 96: Attitudes towards shower and bath products, February 2011
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- Figure 97: Attitudes towards shower and bath products, February 2011
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Appendix – Consumers – Impact of Recession on Shopping for Soap, Bath and Shower Products
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- Figure 98: Change in shopping habits after recession, February 2011
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- Figure 99: Most popular change in shopping habits after recession, by demographics, February 2011
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- Figure 100: Next most popular change in shopping habits after recession, by demographics, February 2011
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- Figure 101: Change in shopping habits after recession, by any spend on toiletries products, February 2011
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Appendix – Target Groups
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- Figure 102: Attitudes towards shower and bath products, by target groups, February 2011
- Figure 103: Attitudes towards shower and bath products, by demographics, February 2011
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- Figure 104: Change in shopping habits after recession, by target groups, February 2011
- Figure 105: Target groups, by demographics, February 2011
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