In 2013, retail value sales in the soap, bath and shower market declined by 2.1% annually as consumers have come to rely on price promotions to stock up on soap and shower products at low prices. The bath product market has been further impacted by a trend towards showering replacing bathing due to time constraints and concerns over the rising cost of water and energy bills.

New product development has continued at an elevated pace in 2013; however the amount of choice can prove overwhelming, leaving consumers choosing whichever brand is on promotion rather than which best meets their needs. Channels to market are also evolving, with consumers more drawn to discount outlets and taking advantage of online grocery shopping to stock up on products.

Consumer research in this report explores what influences consumer product choices in the soap, bath and shower market; their attitudes towards products in the market; their interest in product innovation; and the shopping experience.

This report covers the UK retail market for soap, bath and shower (SBS) products (including specific male, female and family products – ie those that can be used on babies and children) and includes the following:

• Toilet soaps in both bar and liquid form, including hand washes

• Hand sanitisers

• Bath additives such as foam, crème, oil and bubble bath, bath pearls and beads and solid bath products such as salts, grains, crystals and cubes

• Shower products such as gels, mousses, body shampoos and body washes

• Products marketed as soap-free, such as Dove or Oil of Olay moisturising bars, as well as products such as Oilatum, which are formulated specifically for problem skin.

The report excludes facial cleansers such as scrubs and foams, which are included in Mintel’s Facial Skincare - UK, May 2013 report. The report also excludes other bodycare products, used outside of a cleansing routine, as well as wash accessories such as sponges, loofahs, mitts etc.

Value figures throughout this report are at retail sales value (RSV) unless otherwise stated. Market sizes at constant 2013 prices are calculated using Mintel’s Personal Goods deflator.

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