Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total U.S. retail sales and fan chart forecast of soap, bath, and shower market, at current prices, 2007-17
- Market factors
- Apprehensive consumers driving interest in private label and less expensive products
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- Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-12
- Total population growth drives usage
- Hispanics and black consumers will be important segments to target
- Segment performance
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- Figure 3: Total U.S. retail sales of soap, bath, and shower market, by segment, at current prices, 2010-12
- Retail channels
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- Figure 4: Share of U.S. retail sales of soap, bath, and shower products, by channel, at current prices, 2010 and 2012
- Market players
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- Figure 5: Share of MULO sales of soap, bath, and shower products, by leading companies, 2012
- The consumer
- Near universal penetration and usage across demographic segments
- Bar soap most commonly purchased soap format
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- Figure 6: Purchase of soap, bath, and shower products, December-January, 2013
- Personal preferences will drive the market
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- Figure 7: Soap, bath, and shower product usage, December 2012-January 2013
- Consumers check products for their scent and stock up when they can
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- Figure 8: Shopping behaviors when purchasing soap, bath, and shower products, December 2012-January 2013
- Price and scent type function as key purchase drivers
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- Figure 9: Purchase factors influencing purchase decision, December 2012-January 2013
- Consumers mainly look for moisturizing and deodorizing attributes in current offerings
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- Figure 10: Current product attributes consumers look for in purchasing soap, bath, and shower products, December 2012-January 2013
- Anti-aging attributes in soap offerings command greatest consumer interest
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- Figure 11: Interest in potential new attributes for soap, bath, and shower products, December 2012-January 2013
- What we think
Issues in the Market
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- Branded soap, bath, and shower products are slowly losing market share to private label offerings. How can market players reinvigorate interest in branded offerings and reclaim share?
- Consumers now expect more from their soap, bath, and shower products. What are some new areas of exploration for companies and brands to pursue to deliver greater value to consumers?
- How can soap, bath, and shower brands assuage growing consumer concerns about the chemical content used in personal care products?
Insights and Opportunities
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- Deliver unexpected scents in soap, bath, and shower products
- Focus on providing physiological benefits
- Help consumers to manage cold/flu symptoms
Trend Applications
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- Trend: Nouveau Poor
- Trend: Girly Men
Market Size and Forecast
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- Key points
- Soap, bath, and shower market sales are expected to grow steadily in the coming years
- Sales and forecast of soap, bath, and shower market
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- Figure 12: Total U.S. retail sales and forecast of soap, bath, and shower market, at current prices, 2007-17
- Figure 13: Total U.S. retail sales and forecast of soap, bath, and shower market, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 14: Total U.S. retail sales and fan chart forecast of soap, bath, and shower market, at current prices, 2007-17
Market Drivers
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- Key points
- Shaky consumer confidence leads to trading down
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- Figure 15: University of Michigan’s index of consumer sentiment (ICS), 2007-12
- Total population growth drives usage
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- Figure 16: Population, by age, 2008-18
- Growing ethnic populations may help market
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- Figure 17: Population, by race and Hispanic origin, 2008-18
Segment Performance
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- Key points
- Body wash segment leads the soap, bath, and shower market
- Sales of soap, bath, and shower products, by segment
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- Figure 18: Total U.S. retail sales of soap, bath, and shower market, by segment, at current prices, 2010 and 2012
Segment Performance—Liquid Body Wash
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- Key points
- Liquid body wash top selling segment in the market
- Sales and forecast of liquid body wash
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- Figure 19: Total U.S. retail sales and forecast of liquid body wash, at current prices, 2007-17
Segment Performance—Bar Soap
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- Key points
- Consumers choosing deodorant bar soap over non-deodorant bar soap
- Sales and forecast of bar soap
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- Figure 20: Total U.S. retail sales and forecast of non-deodorant bar soap, at current prices, 2007-17
- Figure 21: Total U.S. retail sales and forecast of deodorant bar soap, at current prices, 2007-17
Segment Performance—Liquid Hand Soap
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- Key points
- Liquid hand soap sees strong, steady growth
- Sales and forecast of liquid hand soap
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- Figure 22: Total U.S. retail sales and forecast of liquid hand soap, at current prices, 2007-17
Segment Performance—Bath Fragrance/Bubble Bath
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- Key points
- Small growth expected for bath fragrance/bubble bath
- Sales and forecast of fragrances/bubble bath
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- Figure 23: Total U.S. retail sales and forecast of bath fragrance/bubble bath, at current prices, 2007-17
Retail Channels
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- Key points
- Mass merchandisers, supercenters, warehouse clubs capture soap, bath, and shower sales
- Sales of soap, bath, and shower products, by channel
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- Figure 24: Total U.S. retail sales of soap, bath, and shower products, by channel, at current prices, 2010-12
- Figure 25: Total U.S. retail sales of soap, bath, and shower products, by channel, at current prices, 2007-12
Leading Companies
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- Key points
- Soap, bath, and shower market highly competitive
- MULO manufacturer sales of soap, bath, and shower products
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- Figure 26: MULO sales of soap, bath, and shower products, by leading companies, 2011 and 2012
Brand Share—Liquid Body Wash
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- Key points
- Men’s brands, extra moisture give Unilever strong boost
- Old Spice competes with itself
- Henkel’s Dial boosted by promotions
- Private label, other companies pose threat
- MULO sales of liquid body wash
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- Figure 27: MULO sales of liquid body wash by leading companies, 2011 and 2012
Brand Share—Bar Soap
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- Key points
- Non-deodorant bar soap declines while deodorant bar soap grows
- Brynwood Partners drives deodorant bar soap growth while subsegment leaders see declines
- Private label makes headway
- MULO sales of bar soap
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- Figure 28: MULO sales of non-deodorant bar soap by leading companies, 2011 and 2012
- Figure 29: MULO sales of deodorant bar soap by leading companies, 2011 and 2012
Brand Share—Liquid Hand Soap
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- Key points
- Colgate-Palmolive, Henkel post strong sales
- Method boosts foothold
- Private label begins to see sales slip
- MULO sales of liquid hand soap
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- Figure 30: MULO sales of liquid hand soap by leading companies, 2011 and 2012
Brand Share—Bath Fragrance/Bubble Bath
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- Key points
- The Village Co. leads, but still falls behind other companies, private label
- Advanced Beauty moves up in the ranks
- MULO sales of bath fragrance/bubble bath
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- Figure 31: MULO sales of bath fragrance/bubble bath by leading companies, 2011 and 2012
Innovations and Innovators
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- Largest segment leads with most product launches
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- Figure 32: Soap, bath, and shower product launches, by product category, 2007-January 2013
- Limited Brands leads with most product launches
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- Figure 33: Soap, bath, and shower product launches, by company, 2007- January 2013
- Natural claims most common claims type
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- Figure 34: Soap, bath, and shower product launches, by claims category, 2007-13
- Botanical/herbal most common claim across the category
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- Figure 35: Soap, bath, and shower product launches, by claims, 2007-13
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- Figure 36: Soap, bath, and shower product launches, by claims, 2012
- Natural offerings continue to be launched
- Multipurpose products for men
- Women’s skin gets “nourished” and “silky smooth”
- Body washes are delivering new “experiences”
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Suave
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- Figure 37: Brand analysis of Suave, 2013
- Figure 38: Suave website, 2013
- Brand analysis: Dove
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- Figure 39: Brand analysis of Dove, 2013
- Online initiatives
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- Figure 40: Dove website, 2013
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- Figure 41: Dove “put your soap to the test” web page, 2013
- TV presence
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- Figure 42: Dove, Gentler TV ad, 2012
- Print and other
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- Figure 43: Dove bar soap print ad, 2013
- Figure 44: Dove body wash print ad, 2013
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- Figure 45: Dove mobile campaign
- Brand analysis: Nivea
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- Figure 46: Brand analysis Nivea, 2013
- Online initiatives
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- Figure 47: Nivea website, 2013
- Print and other
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- Figure 48: Nivea body wash ad, 2012
- Brand analysis: Dial
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- Figure 49: Brand analysis of Dial, 2013
- Online initiatives
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- Figure 50: Dial website, 2013
- Figure 51: Dial website, 2013
Social Media
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- Key points
- Social media metrics
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- Figure 52: Key performance indicators, February 2013
- Market overview
- Brand usage and awareness
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- Figure 53: Brand usage and awareness of soap, bath, and shower products, December 2012-January 2013
- Interaction with soap, bath, and shower product brands
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- Figure 54: Interaction with soap, bath, and shower products, December 2012-January 2013
- Online conversations
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- Figure 55: Select soap, bath, and shower product brands’ share of conversation, Jan.11-Feb. 10, 2013
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- Figure 56: Conversations by brand by day, Jan.11-Feb. 10, 2013
- Where are people talking about soap, bath, and shower products?
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- Figure 57: Selected soap, bath, and shower product brands’ share of brand conversations, by page type, Jan.11-Feb. 10, 2013
- What are people talking about?
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- Figure 58: Types of conversations concerning selected soap, bath, and shower product brands, Jan.11-Feb. 10, 2013
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- Figure 59: Types of conversations concerning selected soap, bath, and shower product brands, by day, Jan.11-Feb. 10, 2013
- Figure 60: Types of conversations concerning selected soap, bath, and shower product brands, by type of website, Jan.11-Feb. 10, 2013
- Analysis by brand
- Dove
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- Figure 61: Dove—key social media indicators, Feb. 13, 2013
- Key online campaigns
- What we think
- Dial
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- Figure 62: Dial—key social media indicators, Feb. 13, 2013
- Key online campaigns
- What we think
- Olay
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- Figure 63: Olay—key social media indicators, Feb. 13, 2013
- Key online campaigns
- What we think
- Axe
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- Figure 64: Axe—key social media indicators, Feb. 13, 2013
- Key online campaigns
- What we think
- Old Spice
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- Figure 65: Old Spice—key social media indicators, Feb. 13, 2013
- Key online campaigns
- What we think
- Suave
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- Figure 66: Suave—key social media indicators, Feb. 13, 2013
- Key online campaigns
- What we think
Usage of Soap, Bath, and Shower Products
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- Key points
- Soap, bath, and shower products enjoy high household penetration
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- Figure 67: Household use of soap, bath, and shower products, August 2011-August 2012
- Bar soap usage higher among older segments; body wash more common among younger consumers
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- Figure 68: Household use of soap, bath, and shower products, by age, August 2011-August 2012
Products Purchased
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- Key points
- Bar soap top product consumers report purchasing in past year
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- Figure 69: Purchase of soap, bath, and shower products, December 2012-January 2013
- Women more likely to purchase body wash; men display preference for bar soap
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- Figure 70: Purchase of soap, bath, and shower products, by gender, December 2012-January 2013
- Younger consumers gravitate toward gender-specific body wash
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- Figure 71: Purchase of soap, bath, and shower products, by gender and age, December 2012-January 2013
Brand Usage
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- Key points
- Dove, Dial, and Irish Spring top bar soap brands
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- Figure 72: Brands of bar soap used in the household, August 2011-August 2012
- Softsoap leading liquid hand soap brand
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- Figure 73: Brands of liquid hand soap used in the household, August 2011-August 2012
- Dove, Bath & Body Works, and Suave resonate most strongly for body wash
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- Figure 74: Brands of body wash used in the household, by gender, August 2011-August 2012
- Younger consumers most likely to use a range of brands
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- Figure 75: Brands of body wash used in the household, by age, August 2011-August 2012
Product Usage
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- Key points
- Consumers most likely to use multiple products when they bathe
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- Figure 76: Soap, bath, and shower product usage, December 2012-January 2013
- Men most likely to use body wash or bar soap to wash face
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- Figure 77: Soap, bath, and shower product usage, by gender and age, December 2012-January 2013
- Less affluent consumers report using soap products to wash face
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- Figure 78: Soap, bath, and shower product usage, by household income, December 2012-January 2013
Shopping Behaviors
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- Key points
- Scent testing and stocking up are key shopping behaviors
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- Figure 79: Shopping behaviors when purchasing soap, bath, and shower products, by gender and age, December 2012-January 2013
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- Figure 80: Shopping for gender-specific soap/body wash, by gender and age, December 2012-January 2013
- Purchase factors influence how consumers shop
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- Figure 81: Shopping behaviors when purchasing soap, bath, and shower products, by purchase factors (price, brand, coupon, packaging, scent type) influencing purchase decision, December 2012-January 2013
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- Figure 82: Shopping behaviors when purchasing soap, bath, and shower products, by purchase factors (recommendations, reviews, easy to open packaging, multi-use, skin type) influencing purchase decision, December 2012-January 2013
Purchase Factors
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- Key points
- Consumers place most importance on price and scent type
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- Figure 83: Purchase factors influencing purchase decision, December 2012-January 2013
- Older women most driven by price
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- Figure 84: Purchase factors influencing purchase decision, by gender and age, December 2012-January 2013
Body Wash—Product Attributes
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- Key points
- Moisturizing and deodorizing most sought attributes
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- Figure 85: Current product attributes consumers look for in purchasing body wash, by gender and age, December 2012-January 2013
- Less affluent look for deodorizing properties
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- Figure 86: Current product attributes consumers look for in purchasing body wash, by household income, December 2012-January 2013
- Anti-aging attributes see strong interest from consumers
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- Figure 87: Interest in potential new attributes for body wash, by gender and age, December 2012-January 2013
Bar Soap—Product Attributes
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- Key points
- Consumers look for similar attributes in bar soap as they do in body wash
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- Figure 88: Current product attributes consumers look for in purchasing bar soap, by gender and age, December 2012-January 2013
- Less affluent looking for more out of bar soap
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- Figure 89: Current product attributes consumers look for in purchasing bar soap, by household income, December 2012-January 2013
- Anti-aging attributes in bar soap draw most consumer interest
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- Figure 90: Interest in potential new attributes for bar soap, by gender and age, December 2012-January 2013
Liquid Hand Soap—Product Attributes
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- Key points
- Functional attributes resonate most strongly
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- Figure 91: Current product attributes consumers look for in purchasing liquid hand soap, by gender and age, December 2012-January 2013
- “For sensitive skin” appeals to less affluent
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- Figure 92: Current product attributes consumers look for in purchasing liquid hand soap, by household income, December 2012-January 2013
- Anti-aging attributes claim most interest
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- Figure 93: Interest in potential new attributes for liquid hand soap, by gender and age, December 2012-January 2013
Bath Fragrance/Bubble Bath—Product Attributes
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- Key points
- Moisturizing and aromatherapy/essentials oils most desired
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- Figure 94: Current product attributes consumers look for in purchasing bubble bath or bath oil, by gender, December 2012-January 2013
- Muscle relaxation claims the most consumer interest
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- Figure 95: Interest in potential new attributes for bubble bath or bath oil, by gender, December 2012-January 2013
Race and Hispanic Origin
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- Key points
- Product usage varies by race/ethnic origin
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- Figure 96: Household use of soap, bath, and shower products, by race/Hispanic origin, August 2011-August 2012
- Black consumers most likely to purchase a number of soap products
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- Figure 97: Purchase of soap, bath, and shower products, by race/Hispanic origin, December 2012-January 2013
- Hispanics relying on soap products to moisturize and for shaving
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- Figure 98: Soap, bath, and shower product usage, by race/Hispanic origin, December 2012-January 2013
- Hispanics and black consumers like to try different scents
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- Figure 99: Shopping behaviors when purchasing soap, bath, and shower products, by race/Hispanic origin, December 2012-January 2013
- Figure 100: Shopping for gender-specific soap/body wash, by race/Hispanic origin, December 2012-January 2013
- Scent and brands are important to racial/ethnic groups
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- Figure 101: Purchase factors influencing purchase decision, by race/Hispanic origin, December 2012-January 2013
- Blacks most likely to look for moisture in body wash; Hispanics most likely to look for deodorizing attributes
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- Figure 102: Current product attributes consumers look for when purchasing body wash, by race/Hispanic origin, December 2012-January 2013
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- Figure 103: Interest in potential new attributes for body wash, by race/Hispanic origin, December 2012-January 2013
- Black consumers look for a number of attributes in their bar soap
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- Figure 104: Current product attributes consumers look for in purchasing bar soap, by race/Hispanic origin, December 2012-January 2013
- Figure 105: Interest in potential new attributes for bar soap, by race/Hispanic origin, December 2012-January 2013
Cluster Analysis
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- Figure 106: Target clusters, December 2012-January 2013
- Cluster 1: Practical
- Opportunities
- Cluster 2: Basic
- Opportunities
- Cluster 3: Involved
- Opportunities
- Cluster 4: Confident
- Opportunities
- Cluster characteristic tables
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- Figure 107: Purchase of soap, bath, and shower products, by target clusters, December 2012-January 2013
- Figure 108: Soap, bath, and shower product usage, by target clusters, December 2012-January 2013
- Figure 109: Current product attributes consumers look for in purchasing body wash, by target clusters, December 2012-January 2013
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- Figure 110: Current product attributes consumers look for in purchasing bar soap, by target clusters, December 2012-January 2013
- Figure 111: Current product attributes consumers look for in purchasing liquid hand soap, by target clusters, December 2012-January 2013
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- Figure 112: Interest in potential new attributes for body wash, by target clusters, December 2012-January 2013
- Figure 113: Interest in potential new attributes for bar soap, by target clusters, December 2012-January 2013
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- Figure 114: Interest in potential new attributes for liquid hand soap, by target clusters, December 2012-January 2013
- Figure 115: Shopping behaviors when purchasing soap, bath, and shower products, by target clusters, December 2012-January 2013
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- Figure 116: Shopping for gender-specific soap/body wash, by target clusters, December 2012-January 2013
- Figure 117: Purchase factors influencing purchase decision, by target clusters, December 2012-January 2013
- Cluster demographics
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- Figure 118: Target clusters, by demographic, December 2012-January 2013
- Cluster methodology
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SymphonyIRI/Builders—Key Household Purchase Measures
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- Overview of soap, bath, and shower category
- Liquid body wash
- Consumer insights on key purchase measures
- Brand map
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- Figure 119: Brand map, selected brands of liquid body wash buying rate, by household penetration, 52-weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 120: Key purchase measures for the top brands of liquid body wash, by household penetration, 52- weeks ending June 24, 2012
- Non-deodorant bar soap
- Consumer insights on key purchase measures
- Brand map
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- Figure 121: Brand map, selected brands of non-deodorant bar soap buying rate, by household penetration, 52- weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 122: Key purchase measures for the top brands of non-deodorant bar soap, by household penetration, 52-weeks ending June 24, 2012
- Deodorant bar soap
- Consumer insights on key purchase measures
- Brand map
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- Figure 123: Brand map, selected brands of deodorant bar soap buying rate, by household penetration, 52- weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 124: Key purchase measures for the top brands of deodorant bar soap, by household penetration, 52- weeks ending June 24, 2012
- Liquid hand soap
- Consumer insights on key purchase measures
- Brand map
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- Figure 125: Brand map, selected brands of liquid hand soap buying rate, by household penetration, 52-weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 126: Key purchase measures for the top brands of liquid hand soap, by household penetration, 52- weeks ending June 24, 2012
Appendix – Other Useful Consumer Tables
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- Household usage
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- Figure 127: Household use of soap, bath, and shower products, by household income, August 2011-August 2012
- Products purchased
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- Figure 128: Purchase of soap, bath, and shower products, by household income, December 2012-January 2013
- Product usage
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- Figure 129: Soap, bath and shower product usage, by gender, December 2012-January 2013
- Shopping behaviors
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- Figure 130: Shopping behaviors when purchasing soap, bath, and shower products, by household income, December 2012-January 2013
- Purchase factors
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- Figure 131: Purchase factors influencing purchase decision, by purchase factors influencing purchase decision, December 2012-January 2013
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- Figure 132: Purchase factors influencing purchase decision, by purchase factors influencing purchase decision, December 2012-January 2013
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- Figure 133: Purchase factors influencing purchase decision, by household income, December 2012-January 2013
- Current product attributes
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- Figure 134: Current product attributes consumers look for in soap, bath, and shower products, December 2012-January 2013
- Interest in potential product attributes
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- Figure 135: Interest in potential new attributes for soap, bath, and shower products, December 2012-January 2013
- Body wash—product attributes
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- Figure 136: Current product attributes consumers look for in purchasing body wash, by gender, December 2012-January 2013
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- Figure 137: Current product attributes consumers look for in purchasing body wash, by age, December 2012-January 2013
- Liquid hand soap—product attributes
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- Figure 138: Interest in potential new attributes for liquid hand soap, by household income, December 2012-January 2013
- Bath fragrance/bubble bath—product attributes
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- Figure 139: Current product attributes consumers look for in purchasing bubble bath or bath oil, by age, December 2012-January 2013
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- Figure 140: Interest in potential new attributes for bubble bath or bath oil, by age, December 2012-January 2013
- Interest in potential product attributes
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- Figure 141: Interest in potential new attributes for soap, bath, and shower products, December-January, 2013
- Race and Hispanic origin
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- Figure 142: Brands of body wash used in the household, by race/Hispanic origin, August 2011-August 2012
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- Figure 143: Current product attributes consumers look for in purchasing liquid hand soap, by race/Hispanic origin, December 2012-January 2013
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- Figure 144: Interest in potential new attributes for liquid hand soap, by race/Hispanic origin, December 2012-January 2013
Appendix – Social Media
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- Online conversations
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- Figure 145: Select soap, bath, and shower product brands’ share of conversation, Jan.11-Feb. 10, 2013
- Figure 146: Conversations by brand by day, Jan.11-Feb. 10, 2013
- Where are people talking about soap, bath, and shower products?
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- Figure 147: Selected soap, bath, and shower product brands’ share of brand conversations, by page type, Jan.11-Feb. 10, 2013
- What are people talking about?
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- Figure 148: Types of conversations concerning selected soap, bath, and shower product brands, Jan.11-Feb. 10, 2013
- Figure 149: Types of conversations concerning selected soap, bath, and shower product brands, by day, Jan.11-Feb. 10, 2013
- Figure 150: Types of conversations concerning selected soap, bath, and shower product brands, by type of website, Jan.11-Feb. 10, 2013
- Brand usage and awareness
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- Figure 151: Brand usage or awareness, December 2012-January 2013
- Figure 152: Axe usage or awareness, by demographics, December 2012-January 2013
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- Figure 153: Dove usage or awareness, by demographics, December 2012-January 2013
- Figure 154: Old spice usage or awareness, by demographics, December 2012-January 2013
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- Figure 155: Dial usage or awareness, by demographics, December 2012-January 2013
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- Figure 156: Olay usage or awareness, by demographics, December 2012-January 2013
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- Figure 157: Suave usage or awareness, by demographics, December 2012-January 2013
- Interaction with soap, bath, and shower product brands
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- Figure 158: Interaction with soap, bath, and shower product brands, December 2012-January 2013
- Figure 159: Axe—activities done, by demographics, December 2012-January 2013
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- Figure 160: Dove—activities done, by demographics, December 2012-January 2013
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- Figure 161: Old Spice—activities done, by demographics, December 2012-January 2013
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- Figure 162: Dial—activities done, by demographics, December 2012-January 2013
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- Figure 163: Olay—activities done, by demographics, December 2012-January 2013
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- Figure 164: Suave—activities done, by demographics, December 2012-January 2013
Appendix – Trade Associations
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