Table of Contents
Introduction
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- Definition
- Concepts used throughout the report:
- Abbreviations
- Currency and scales
Executive Summary
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- The market
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- Figure 1: Sales of soap, by value, by segment, 2008-12
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- Figure 2: Sales of soap, by channel, by channel, 2008-12
- Forecast
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- Figure 3: Total sales of soap, 2008-18
- Figure 4: Sales of bar soap, by value, 2008-18
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- Figure 5: Sales of liquid body soap, by value, 2008-18
- Figure 6: Sales of specific use liquid soaps, by value, 2008-18
- Leading companies
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- Figure 7: Companies' share in the Brazilian soap market, by value, 2010-12
- The issues
- Soap market growth driven by a more sophisticated consumption
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- Figure 8: Penetration of soap, by segment, January 2013
- Demand for benefits opens up opportunities for functional soap, bath, and shower products
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- Figure 9: Launches of antibacterial and intimate soaps, Brazil, 2008-12
- Dominance of brands sold through supermarkets and pharmacies is not an obstacle for direct sales
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- Figure 10: Penetration of soap purchasing channels, January 2013
- Selling a lifestyle can be beneficial to the soap market
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- Figure 11: Soap launches, by claims, 2008-12, Brazil, indexed 2008
- What we think
Soap Market Growth Driven by a More Sophisticated Consumption
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- Key points
- Liquid soaps represent a market “premiumization,” generating value growth
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- Figure 12: Per-capita expenditure on soap, bath, and shower products, US$, by country, 2008-11
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- Figure 13: Sales of soap, by value, by segment, 2008-12
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- Figure 14: Penetration of soap, by segment, January 2013
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- Figure 15: Soap, bath, and shower products usage habits, January 2013
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- Figure 16: Soap, bath, and shower products usage habits, by socioeconomic group, January 2013
- Among the liquid segments, those for hand stand out and are the gateway for other liquid segments
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- Figure 17: Sales of liquid soap, by value, by segment, Brazil, 2008-12
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- Figure 18: Penetration of liquid soap, by segment, January 2013
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- Figure 19: Penetration of liquid soap segments, by socioeconomic groups, January 2013
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- Figure 20: Penetration of the liquid soap segments, by age group, January 2013
- Women are higher users of liquid body and facial soap, but there are opportunities to attract men as well
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- Figure 21: Market share of soap, bath, and shower products, by segment and countries, 2012
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- Figure 22: Launches of liquid and bar soap, by segment, Brazil, 2007-12
- Figure 23: penetration of liquid soap segments, by gender, January 2013
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- Figure 24: Launches of all types of soap by gender, Brazil, indexed 2008, 2008-12
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- Figure 25: Soap, bath, and shower products usage habits, by gender, January 2013
- What it means
Demand for Benefits Opens up Opportunities for Functional Soap, Bath, and Shower Products
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- Key points
- New opportunities for the antibacterial soap market
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- Figure 26: Growth index of new launches of antibacterial soaps, Brazil, 2008-12
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- Figure 27: Launches of antibacterial soaps, 2008-12
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- Figure 28: Penetration of antibacterial soaps, by gender, socioeconomic group, and children in household, January 2013
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- Figure 29: Frequency of using intimate hygiene soaps among women, January 2013
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- Figure 30: Launches of intimate hygiene soaps and wipes, 2008-12
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- Figure 31: Penetration of intimate soap among women, by age group, January 2013
- Relaxing shower and bath products can attract stressed-out women
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- Figure 32: Penetration of products for bathroom by genre, January 2013
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- Figure 33: Penetration of oils and scrubs among women by age, January 2013
- What it means
Dominance of Brands Sold Through Supermarkets and Pharmacies is Not an Obstacle for Direct Sales
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- Key points
- Brands sold through supermarkets and pharmacies lead the soap market, but a lack of brand loyalty will create opportunities for direct sales brands
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- Figure 34: Value sales of soap, bath, and shower products, by distribution channel, 2008-12
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- Figure 35: Value sales of soap, bath, and shower products, by distribution channel, 2008-12
- Figure 36: Where people buy soap, bath, and shower products, January 2013
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- Figure 37: Soap, bath, and shower brands bought in the last six months, January 2013
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- Figure 38: Consumer use of soap, bath, and shower products, by where people buy them, January 2013
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- Figure 39: Use of soap, bath, and shower products, by where people buy them, January 2013
- New product launch strategies and price positioning of soaps allow each channel to conquer its own space
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- Figure 40: Soap companies’ market share, 2010-12
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- Figure 41: Share of soap launches, by type of launch, 2008-12
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- Figure 42: Consumer profiles by purchasing channel—gender, age group, region, and socioeconomic group, January 2013
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- Figure 43: Soap usage habits, by purchasing channels, January 2013
- Taking advantage of the category’s “gift” appeal offers opportunities for different channels
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- Figure 44: Share of packaging materials in soap bar launches, 2008-12
- Figure 45: Launches of bar soaps sold in boxes (sets and kits) with a gift appeal, 2008-12
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- Figure 46: Growth Index soap launches in “gift” format, indexed 2008, 2008-12
- Figure 47: Soap, bath, and shower products usage habits, by retail channel, January 2013
- What it means
Selling a Lifestyle can be Beneficial to the Soap Market
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- Key points
- Different claims for different skin needs can increase the usage of soaps
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- Figure 48: Frequency of using soaps, by segment, January 2013
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- Figure 49: Soap launches by claims, 2008-12, Brazil, indexed 2008
- Exploring new and unexpected scents and ingredients
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- Figure 50: Agreement with the statement “I like trying different types of scents,” by gender, age, region and socioeconomic group, January 2013
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- Figure 51: Soap launches, by type of fragrances, 2008-12
- Providing physiological benefits and highlighting natural ingredients are also interesting ways to develop the market
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- Figure 52: Soap launches with aromatherapy claim, 2008-13, indexed 2008
- Environmentally friendly products and sustainable ingredients can appeal to consumers
- What it means
Appendix – The Market
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- Figure 53: Sales of soap, by value and segment, 2008-12
- Figure 54: Sales of soap, by distribution channel, 2008-12
- Figure 55: Soap companies' market share, 2010-12
- Figure 56: Soap market total sales forecast, 2013-18
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- Figure 57: Bar soap market sales forecast, 2013-18
- Figure 58: Liquid body soap market sales forecast, 2013-18
- Figure 59: Specific use soap market sales forecast, 2013-18
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Appendix – The Consumer
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- Use and frequency of soap
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- Figure 60: Use and frequency of soap, January 2013
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- Figure 61: Use and frequency of soap, January 2013 (continued)
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- Figure 62: Use and frequency of soap, by brands purchased in the last 6 months, January 2013
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- Figure 63: Use and frequency of soap, by brands purchased in the last 6 months, January 2013 (continued)
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- Figure 64: Use and frequency of soap, by brand bought with more frequency, January 2013
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- Figure 65: Most popular frequency of using soap, by demographics, January 2013
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- Figure 66: Most popular frequency of using liquid soap, by demographics, January 2013
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- Figure 67: Next most popular frequency of using liquid soap, by demographics, January 2013
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- Figure 68: Most popular frequency of using bar soap, by demographics, January 2013
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- Figure 69: Most popular frequency of using liquid body soap, by demographics, January 2013
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- Figure 70: Next most popular frequency of using liquid body soap, by demographics, January 2013
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- Figure 71: Most popular frequency of using liquid hand soap, by demographics, January 2013
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- Figure 72: Next most popular frequency of using liquid hand soap, by demographics, January 2013
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- Figure 73: Most popular frequency of using liquid face soap, by demographics, January 2013
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- Figure 74: Next most popular frequency of using liquid face soap, by demographics, January 2013
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- Figure 75: Most popular frequency of using antibacterial soap, by demographics, January 2013
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- Figure 76: Next most popular frequency of using antibacterial soap, by demographics, January 2013
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- Figure 77: Most popular frequency of using intimate soap, by demographics, January 2013
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- Figure 78: Next most popular frequency of using intimate soap, by demographics, January 2013
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- Figure 79: Most popular frequency of using moisturizing body wash, by demographics, January 2013
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- Figure 80: Next most popular frequency of using moisturizing body wash, by demographics, January 2013
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- Figure 81: Most popular frequency of using body oils, by demographics, January 2013
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- Figure 82: Next most popular frequency of using body oils, by demographics, January 2013
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- Figure 83: Most popular frequency of using foot care/foot scrub, by demographics, January 2013
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- Figure 84: Next most popular frequency of using foot care/foot scrub, by demographics, January 2013
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- Figure 85: Frequency of using soap, by most popular brands bought in the last 6 months, January 2013
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- Figure 86: Frequency of using soap, by next most popular brands bought in the last 6 months, January 2013
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- Figure 87: Frequency of using soap, by brands bought most often, January 2013
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- Figure 88: Frequency of using soap, by most popular soap and shower products usage habits, January 2013
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- Figure 89: Frequency of using soap, by next most popular soap and shower products usage habits, January 2013
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- Figure 90: Purchase channel, by most popular usage of soap, January 2013
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- Figure 91: Purchase channel, by next most popular usage of soap, January 2013
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- Figure 92: Brands bought in the last 6 months, by most popular usage of soap, January 2013
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- Figure 93: Brands bought in the last 6 months, by next most popular usage of soap, January 2013
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- Figure 94: Brands bought most often, by most popular usage of soap, January 2013
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- Figure 95: Brands bought most often, by next most popular usage of soap, January 2013
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- Figure 96: Soap and shower products usage habits, by frequency of using soap, January 2013
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- Figure 97: Soap and shower products usage habits, by frequency of using liquid soap, January 2013
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- Figure 98: Soap and shower products usage habits, by frequency of using bar soap, January 2013
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- Figure 99: Soap and shower products usage habits, by most popular frequency of using liquid body soap, January 2013
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- Figure 100: Soap and shower products usage habits, by next most popular frequency of using liquid body soap, January 2013
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- Figure 101: Soap and shower products usage habits, by most popular frequency of using liquid hand soap, January 2013
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- Figure 102: Soap and shower products usage habits, by next most popular frequency of using liquid hand soap, January 2013
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- Figure 103: Soap and shower products usage habits, by frequency of using liquid face soap, January 2013
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- Figure 104: Soap and shower products usage habits, by most popular frequency of using antibacterial soap, January 2013
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- Figure 105: Soap and shower products usage habits, by next most popular frequency of using antibacterial soap, January 2013
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- Figure 106: Soap and shower products usage habits, by frequency of using intimate soap, January 2013
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- Figure 107: Soap and shower products usage habits, by most popular frequency of using moisturizing body wash, January 2013
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- Figure 108: Soap and shower products usage habits, by next most popular frequency of using moisturizing body wash, January 2013
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- Figure 109: Soap and shower products usage habits, by frequency of using body oils, January 2013
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- Figure 110: Soap and shower products usage habits, by most popular frequency of using foot care/foot scrub, January 2013
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- Figure 111: Soap and shower products usage habits, by next most popular frequency of using foot care/foot scrub, January 2013
- Purchasing channel
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- Figure 112: Purchasing channel, January 2013
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- Figure 113: Purchasing channel, by demography, January 2013
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- Figure 114: Purchasing channel, by demography, January 2013 (continued)
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- Figure 115: Purchasing channel, by soap usage, January 2013
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- Figure 116: Purchasing channel, by soap usage, January 2013 (continued)
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- Figure 117: Purchasing channel, by soap usage habits, January 2013
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- Figure 118: Purchasing channel, by soap usage habits, January 2013 (continued)
- Brands bought in the last 6 months
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- Figure 119: Brands bought in the last 6 months, January 2013
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- Figure 120: Brands bought in the last 6 months, by demographics, January 2013
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- Figure 121: Brands bought in the last 6 months, by demographics, January 2013 (continued)
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- Figure 122: Brands bought in the last 6 months, by soap usage, January 2013
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- Figure 123: Brands bought in the last 6 months, by soap usage, January 2013 (continued)
- Brands bought more frequently
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- Figure 124: Brands bought more frequently, January 2013
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- Figure 125: Brands bought more frequently, January 2013 (continued)
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- Figure 126: Brands bought more frequently, by soap usage, January 2013
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- Figure 127: Brands bought more frequently, by soap usage, January 2013 (continued)
- Habits toward soap usage
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- Figure 128: Habits toward soap usage, January 2013
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- Figure 129: Habits toward soap usage, by demographics, January 2013
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- Figure 130: Habits toward soap usage, by demographics, January 2013 (continued)
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- Figure 131: Habits toward soap usage, by purchasing channel, January 2013
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- Figure 132: Habits toward soap usage, by purchasing channel, January 2013 (continued)
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- Figure 133: Habits toward soap usage, by brands bought in the last six months, January 2013
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- Figure 134: Habits toward soap usage, by brands bought in the last six months, January 2013 (continued)
Appendix – GNPD Data
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- Figure 135: Liquid hand soap launches, 2008-12
- Figure 136: Liquid body soap launches, 2012
- Figure 137: Growth levels of soap launches by segment, indexed in 2008, 2008-12
- Figure 138: Growth levels of soap launches, by gender, indexed in 2008, 2008, 2008-12
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- Figure 139: Growth levels of soap launches, by functionality, antibacterial and intimate hygiene claim, indexed 2008, 2008-12
- Figure 140: Antibacterial soaps segment share, 2008-12
- Figure 141: Growth levels of soap launches, indexed in 2008, 2008-12
- Figure 142: Types of soap launches, 2008-12
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- Figure 143: Packaging materials in soap launches, 2008-12
- Figure 144: Launches of bar soaps sold in boxes (sets and kits) with a gift appeal, 2008-12
- Figure 145: Growth index of soap launches in gift format, 2008, 2008-12
- Figure 146: Soap launches by claims, 2008-12, Brazil, indexed 2008
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- Figure 147: Soaps with a long-lasting claim, 2008-12
- Figure 148: Growth levels of soap with UV protection claims, Global, indexed in 2008, 2008-12
- Figure 149: Soap launches, by type of fragrances, 2008-12
- Figure 150: Soap launches with aromatherapy claim, 2008-13, indexed 2008
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- Figure 151: Soaps with a “natural” claim, 2008-12
- Figure 152: Most common soap “natural” claims, 2008-12
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