“Changing habits have shown a decrease in the frequency of bathing and an increase in the frequency of showering, translating to a growth in the shower market. This is driven by time constraints and increased water bills but also an ageing population with mobility issues. Extending the shower category to offer greater benefits to the consumer, or even deliver pampering benefits associated with bathing, could grow the market further.”
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Introduction
Executive Summary
Issues in the Market
Trend Application
Market
Market
Mintel provides a range of market information across categories including: forecasting and share information; internal and broader market environment information; and the issues that affect the market in question.
Market Drivers
Strengths and Weaknesses
Market Size and Forecast
Segment Performance
Channels to Market
Consumer
Consumer
Mintel conducts exclusive and original consumer research for reports, bringing up-to-date and unique insight to topical issues. This research examines the impact of social, economic, cultural and psychological influences on consumers.
The Consumer – Usage and Frequency of Soap, Bath and Shower Products
The Consumer – Purchase of Soap, Bath and Shower Products
The Consumer – Factors Influencing Purchase of Soap, Bath and Shower Products
The Consumer – Interest in New Products
Consumer Typologies
Brand/Company
Brand/Company
Our brand research provides data and informed analysis across a number of consumer metrics including usage, satisfaction, recommendation, momentum and trust. It also explores consumer attitudes towards brands and examines the reasons behind these.
Who’s Innovating?
Market Share
Companies and Products
Brand Research
Brand Communication and Promotion
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix – Market Drivers
Appendix – Who’s Innovating
Appendix – Market Share
Appendix – Brand Research
Appendix – The Consumer Usage and Frequency of Soap, Bath and Shower Products
Appendix – The Consumer, Purchase of Soap, Bath and Shower Products
Appendix – The Consumer, Factors Influencing Purchase of Soap, Bath and Shower Products
Appendix – The Consumer, Interest in New Products
Appendix – Consumer Typologies
8th October 2013
“Media reports of bacterial growth on objects such as handbags, and an influx of anti-bacterial products for everyday items has put germs at the forefront of consumers minds.” 
20th September 2013
"The Zambian arm of the global marketing and communications company Young & Rubicam (Y&R) has given out soap bars embedded with toys, designed to encourage children in South Africa to wash their hands more often."
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How have changing bathing/showering habits impacted the market?
