Table of Contents
Executive Summary
-
- Reliance on promotional offers causes sales decline in 2013
-
- Figure 1: Best and worst-case forecast of UK retail value sales of soap, bath and shower products, 2008-18
- Changing structure of UK population proves challenging
- New product launches increasing
-
- Figure 2: New product development in the soap, bath and shower category, by launch type, 2009-13
- Shower washes have 85% penetration
-
- Figure 3: Consumer purchasing and frequency, December 2013
- Promotional offers impacting loyalty
-
- Figure 4: Attitudes towards shopping for soap, bath and shower products, December 2013
- What we think
Issues in the Market
-
- How are changing bathing habits impacting SBS products?
- What can be done to increase brand loyalty in the SBS market?
- Which product attributes are of most importance to consumers?
- How are retail channels evolving in the SBS market?
Trend Application
-
- Trend: Play Ethic
- Trend: Alpha Mothers
- Mintel Futures Trend: East Meets West
Market Drivers
-
- Key points
- Ageing population less likely to bathe
-
- Figure 5: Trends in the age structure of the UK population, 2008-18
- Families in decline
-
- Figure 6: Forecast adult population trends, by lifestage, 2008-18
- Over a quarter of adults always take shorter showers
-
- Figure 7: Green household habits, December 2013
- Product packaging is a consideration for consumers
- Increasing incidence of skin complaints
-
- Figure 8: Skin condition prescription items dispensed against total prescription items dispensed in England, 2011-13
- Lifestyle factors impacting SBS product use
-
- Figure 9: Places where consumers perceive they pick up the most germs, December 2012
Who’s Innovating?
-
- Key points
- New product launches increasing
-
- Figure 10: New product development in the soap, bath and shower category, by launch type, 2009-13
- Figure 11: Examples of notable new product launches in 2013
- Paraben-free claims present in a quarter of product launches
-
- Figure 12: Top 10 product positioning claims in the UK soap, bath and shower market, 2012-13
- Moisturising products blur boundaries between hygiene and care
-
- Figure 13: Product examples containing the moisturising/ hydrating product positioning claim, 2013
- New bathing formats attempt to boost sales
-
- Figure 14: Examples of new product launches in the bath additives category, 2013
- Focus on fitness
-
- Figure 15: Product examples containing sport and fitness themes in the soap, bath and shower category, 2013
- Own-label amongst the most active innovators
-
- Figure 16: New product launches in the UK soap, bath and shower market, by top 5 companies and other, 2013
Market Size and Forecast
-
- Key points
- Sales decline in 2013 due to reliance on promotional offers
-
- Figure 17: UK retail value sales of soap, bath and shower products, at current and constant prices, 2008-18
- Future growth expectations remain limited
-
- Figure 18: Best and worst-case forecast of UK retail value sales of soap, bath and shower products, 2008-18
- Forecast methodology
Segment Performance
-
- Key points
- Bath products primarily responsible for declining sales
-
- Figure 19: UK retail value sales of soap, bath and shower products, by segment, 2008-18
- Soap begins to struggle
Market Share
-
- Key points
- Radox maintains leadership of the bath category
-
- Figure 20: Brand shares in UK value sales of bath additives, year ending November, 2012-13
- Own-label grows only in the soap market
-
- Figure 21: Brand shares in UK value sales of soap, year ending November, 2012-13
- Dove appealing to consumers
-
- Figure 22: Brand shares in UK value sales of shower products, year ending November, 2012-13
Companies and Products
-
- Avon
- Background
- Financial performance and strategy
-
- Figure 23: Financial performance of Avon (global), 2011 and 2012
- Product range and innovation
-
- Figure 24: Examples of new product launches from Avon in the UK soap, bath and shower market, 2013
- Marketing and advertising
- Colgate-Palmolive
- Background
- Financial performance and strategy
-
- Figure 25: Financial performance of Colgate-Palmolive (UK) Limited, 2011-12
- Product range and innovation
-
- Figure 26: Examples of new product launches from Colgate-Palmolive in the UK soap, bath and toiletries market, 2013
- Marketing and advertising
- Molton Brown
- Background
- Financial performance and strategy
-
- Figure 27: Financial performance of Molton Brown Limited, 2011 and 2012
- Product range and innovation
-
- Figure 28: Examples of new product launches from Molton Brown in the UK soap, bath and shower products market, 2013
- Marketing and advertising
- PZ Cussons
- Background
- Financial performance and strategy
-
- Figure 29: Financial performance of PZ Cussons (Global), 2012 and 2013
- Product range and innovation
-
- Figure 30: Examples of new product launches by PZ Cussons in the UK soap, bath and shower market, 2013
- Marketing and advertising
- The Body Shop
- Background
- Financial performance and strategy
-
- Figure 31: Financial Performance of The Body Shop (UK), 2011 and 2012
- Product range and innovation
-
- Figure 32: Examples of new product launches from The Body Shop in the UK soap, bath and shower market, 2013
- Marketing and advertising
- Unilever
- Background
- Financial performance and strategy
-
- Figure 33: Financial performance of Unilever PLC (Global), 2011 and 2012
- Product range and innovation
-
- Figure 34: Examples of product launches from Unilever in the UK soap, bath and shower market, 2013
- Marketing and advertising
Brand Research
-
- Brand map
-
- Figure 35: Attitudes towards and usage of brands in the soap, bath and shower products sector, November 2013
- Correspondence analysis
- Brand attitudes
-
- Figure 36: Attitudes, by soap, bath and shower products brand, November 2013
- Brand personality
-
- Figure 37: Soap, bath and shower products brand personality – Macro image, November 2013
-
- Figure 38: Soap, bath and shower products brand personality – Micro image, November 2013
- Brand experience
-
- Figure 39: Soap, bath and shower products brand usage, November 2013
-
- Figure 40: Satisfaction with various soap, bath and shower products brands, November 2013
-
- Figure 41: Consideration of soap, bath and shower products brands, November 2013
-
- Figure 42: Consumer perceptions of current soap, bath and shower products brand performance, November 2013
- Brand index
-
- Figure 43: Soap, bath and shower products brand index, November 2013
- Target group analysis
-
- Figure 44: Target groups, November 2013
-
- Figure 45: Soap, bath and shower products brand usage, by target groups, November 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
-
- Key points
- Total advertising spend in decline
-
- Figure 46: Main monitored media advertising expenditure on soap, bath and shower products, 2009-13
- Liquid hand soap responsible for category decline
-
- Figure 47: Main monitored media advertising expenditure on soap, bath and shower products, by product category, 2009-13
- Unilever increases spend YOY with the return of Dove ‘Real Beauty’
-
- Figure 48: Main monitored media advertising expenditure on soap, bath and shower products, by top 5 advertisers and other, 2013
- TV spend replaced by internet and outdoor
-
- Figure 49: Main monitored media advertising expenditure on soap, bath and shower products, by media type, 2011-13
Channels to Market
-
- Key points
- Multiple grocers and Boots see the smallest sales declines
-
- Figure 50: UK retail value sales of soap, bath and shower products, by outlet type, 2012-13
- Discounters benefit from savvy shopping
- Direct selling losing market share
The Consumer – Frequency of Purchasing Soap, Bath and Shower Products
-
- Key points
- Shower washes have 86% penetration
-
- Figure 51: Consumer purchasing and frequency, December 2013
- Growing popularity of hand sanitiser
- Promotional offers damaging value sales
- Ingredients a greater concern for frequent shoppers
- Younger men most likely to buy the full range of SBS products
-
- Figure 52: Repertoire of soap, bath and shower products purchased, by demographics, December 2013
The Consumer – Desired Product Attributes
-
- Key points
- Fragrance is the biggest purchase consideration
-
- Figure 53: Factors influencing purchasing of soap, bath and shower products, by product type, December 2013
- Branded soaps seen as having milder formulations
- Hand sanitiser – a single purpose product?
- Gender-specific still holds appeal in bath & shower
- Opportunity for anti-acne shower products
The Consumer – Shopping for Soap, Bath and Shower Products
-
- Key points
- Promotional offers impacting loyalty
-
- Figure 54: Attitudes towards shopping for soap, bath and shower products, December 2013
- Testing fragrance is important
- Unisex appeals to seniors
- New mums willing to pay for relaxation time
The Consumer – Interest in Product Development
-
- Key points
- Moisturising products remain a key consumer need
-
- Figure 55: Consumer interest in new product development, December 2013
- Women look for beauty benefits
- Environmental concerns
The Consumer – Usage Attitudes
-
- Key points
- Women use a wider product repertoire
-
- Figure 56: Consumer usage attitudes, by gender, December 2013
- Sharing with children
- Women use SBS products whilst shaving
- Little real seasonal variation
-
- Figure 57: Examples of seasonal soap, bath and shower products launched in 2013
- Brand matching
Appendix – Who’s Innovating?
-
-
- Figure 58: UK soap, bath and shower new product launches, by manufacturer type, 2009-13
- Figure 59: Product positioning claims of bar and liquid soap, 2013
- Figure 60: New product development in the soap, bath and shower category, by product type, 2012-13
-
Appendix – Market Size and Forecast
-
-
- Figure 61: Best and worst-case forecast of UK retail value sales of soap, bath and shower products, 2013-18
-
Appendix – Segment Performance
-
-
- Figure 62: Best and worst-case forecast of UK retail value sales of soap products, 2008-18
- Figure 63: Best and worst-case forecast of UK retail value sales of bath products, 2008-18
- Figure 64: Best and worst-case forecast of UK retail value sales of shower products, 2008-18
-
Appendix – Brand Research
-
-
- Figure 65: Brand usage, November 2013
- Figure 66: Brand commitment, November 2013
-
- Figure 67: Brand momentum, November 2013
- Figure 68: Brand diversity, November 2013
-
- Figure 69: Brand satisfaction, November 2013
- Figure 70: Brand attitude, November 2013
-
- Figure 71: Brand image – Macro image, November 2013
- Figure 72: Brand image – Micro image, November 2013
-
- Figure 73: Profile of target groups, by demographics, November 2013
- Figure 74: Psychographic segmentation, by target groups, November 2013
- Figure 75: Brand usage, by target groups, November 2013
- Brand index
-
- Figure 76: Brand index, November 2013
-
Appendix – Brand Communication and Promotion
-
-
- Figure 77: Main monitored advertising spend in the liquid hand soap market, by brand, 2011-13
-
Appendix – The Consumer - Frequency of Purchasing Soap, Bath and Shower Products
-
-
- Figure 78: Consumer purchasing and frequency, December 2013
-
- Figure 79: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Any soap, December 2013
-
- Figure 80: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Any shower, December 2013
-
- Figure 81: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Any bath, December 2013
-
- Figure 82: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Liquid hand soap, December 2013
-
- Figure 83: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Bar soap, December 2013
-
- Figure 84: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Soap-free bars, December 2013
-
- Figure 85: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Shower washes excluding any 2-in-1 hair and body wash, December 2013
-
- Figure 86: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Combined hair and body wash, December 2013
-
- Figure 87: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Bath oils, December 2013
-
- Figure 88: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Liquid bath infusions, excluding bath oils, December 2013
-
- Figure 89: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Solid bath infusions, December 2013
-
- Figure 90: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Hand sanitiser gel, December 2013
-
- Figure 91: Consumer usage attitudes, by consumer purchasing and frequency – Any soap, December 2013
-
- Figure 92: Consumer usage attitudes, by consumer purchasing and frequency – Any shower, December 2013
-
- Figure 93: Consumer usage attitudes, by consumer purchasing and frequency – Any bath, December 2013
-
- Figure 94: Consumer usage attitudes, by consumer purchasing and frequency – Liquid hand soap, December 2013
-
- Figure 95: Consumer usage attitudes, by consumer purchasing and frequency – Bar soap, December 2013
-
- Figure 96: Consumer usage attitudes, by consumer purchasing and frequency – Soap-free bars, December 2013
-
- Figure 97: Consumer usage attitudes, by consumer purchasing and frequency – Shower washes excluding any 2-in-1 hair and body wash, December 2013
-
- Figure 98: Consumer usage attitudes, by consumer purchasing and frequency – Combined hair and body wash, December 2013
-
- Figure 99: Consumer usage attitudes, by consumer purchasing and frequency – Bath oils, December 2013
-
- Figure 100: Consumer usage attitudes, by consumer purchasing and frequency – Liquid bath infusions, excluding bath oils, December 2013
-
- Figure 101: Consumer usage attitudes, by consumer purchasing and frequency – Solid bath infusions, December 2013
-
- Figure 102: Consumer usage attitudes, by consumer purchasing and frequency – Hand sanitiser gel, December 2013
- Repertoire
-
- Figure 103: Repertoire of soap bath and shower products purchased, December 2013
-
- Figure 104: Consumer purchasing and frequency, by repertoire of soap bath and shower products purchased, December 2013
-
- Figure 105: Attitudes towards shopping for soap, bath and shower products, by repertoire of soap bath and shower products purchased, December 2013
-
- Figure 106: Consumer interest in new product development, by repertoire of soap bath and shower products purchased, December 2013
-
- Figure 107: Consumer purchasing and frequency – Any soap, by demographics, December 2013
-
- Figure 108: Consumer purchasing and frequency – Any shower, by demographics, December 2013
-
- Figure 109: Consumer purchasing and frequency – Any bath, by demographics, December 2013
-
- Figure 110: Consumer purchasing and frequency – Liquid hand soap, by demographics, December 2013
-
- Figure 111: Consumer purchasing and frequency – Bar soap, by demographics, December 2013
-
- Figure 112: Consumer purchasing and frequency – Soap-free bars, by demographics, December 2013
-
- Figure 113: Consumer purchasing and frequency – Shower washes excluding any 2-in-1 hair and body wash, by demographics, December 2013
-
- Figure 114: Consumer purchasing and frequency – Combined hair and body wash, by demographics, December 2013
-
- Figure 115: Consumer purchasing and frequency – Bath oils, by demographics, December 2013
-
- Figure 116: Consumer purchasing and frequency – Liquid bath infusions, excluding bath oils, by demographics, December 2013
-
- Figure 117: Consumer purchasing and frequency – Solid bath infusions, by demographics, December 2013
-
- Figure 118: Consumer purchasing and frequency – Hand sanitiser gel, by demographics, December 2013
-
- Figure 119: Repertoire of soap bath and shower products purchased, by demographics, December 2013
-
Appendix – The Consumer – Desired Product Attributes
-
-
- Figure 120: Factors influencing purchase of bath and shower products, December 2013
-
- Figure 121: Consumer interest in new product development, by most popular factors influencing purchase of bath and shower products, December 2013
-
- Figure 122: Consumer interest in new product development, by next most popular factors influencing purchase of bath and shower products, December 2013
-
- Figure 123: Consumer usage attitudes, by most popular factors influencing purchase of bath and shower products, December 2013
-
- Figure 124: Consumer usage attitudes, by next most popular factors influencing purchase of bath and shower products, December 2013
-
- Figure 125: Factors influencing purchase of soap products, December 2013
-
- Figure 126: Consumer interest in new product development, by most popular factors influencing purchase of soap products, December 2013
-
- Figure 127: Consumer interest in new product development, by next most popular factors influencing purchase of soap products, December 2013
-
- Figure 128: Consumer usage attitudes, by most popular factors influencing purchase of soap products, December 2013
-
- Figure 129: Consumer usage attitudes, by next most popular factors influencing purchase of soap products, December 2013
-
- Figure 130: Factors influencing purchase of hand sanitiser, December 2013
-
- Figure 131: Consumer interest in new product development, by most popular factors influencing purchase of hand sanitiser, December 2013
-
- Figure 132: Consumer interest in new product development, by next most popular factors influencing purchase of hand sanitiser, December 2013
-
- Figure 133: Consumer usage attitudes, by most popular factors influencing purchase of hand sanitiser, December 2013
-
- Figure 134: Consumer usage attitudes, by next most popular factors influencing purchase of hand sanitiser, December 2013
-
- Figure 135: Most popular factors influencing purchase of bath and shower products, by demographics, December 2013
-
- Figure 136: Next most popular factors influencing purchase of bath and shower products, by demographics, December 2013
-
- Figure 137: Most popular factors influencing purchase of soap products, by demographics, December 2013
-
- Figure 138: Next most popular factors influencing purchase of soap products, by demographics, December 2013
-
- Figure 139: Most popular factors influencing purchase of hand sanitiser, by demographics, December 2013
-
- Figure 140: Next most popular factors influencing purchase of hand sanitiser, by demographics, December 2013
-
Appendix – The Consumer – Shopping for Soap, Bath and Shower Products
-
-
- Figure 141: Attitudes towards shopping for soap, bath and shower products, December 2013
-
- Figure 142: Consumer purchasing and frequency, by most popular attitudes towards shopping for soap, bath and shower products, December 2013
-
- Figure 143: Consumer purchasing and frequency, by next most popular attitudes towards shopping for soap, bath and shower products, December 2013
-
- Figure 144: Factors influencing purchase of bath and shower products, by most popular attitudes towards shopping for soap, bath and shower products, December 2013
-
- Figure 145: Factors influencing purchase of bath and shower products, by next most popular attitudes towards shopping for soap, bath and shower products, December 2013
-
- Figure 146: Factors influencing purchase of soap products, by most popular attitudes towards shopping for soap, bath and shower products, December 2013
-
- Figure 147: Factors influencing purchase of soap products, by next most popular attitudes towards shopping for soap, bath and shower products, December 2013
-
- Figure 148: Factors influencing purchase of hand sanitiser, by most popular attitudes towards shopping for soap, bath and shower products, December 2013
-
- Figure 149: Factors influencing purchase of hand sanitiser, by next most popular attitudes towards shopping for soap, bath and shower products, December 2013
-
- Figure 150: Most popular attitudes towards shopping for soap, bath and shower products, by demographics, December 2013
-
- Figure 151: Next most popular attitudes towards shopping for soap, bath and shower products, by demographics, December 2013
-
Appendix – The Consumer – Interest in Product Development
-
-
- Figure 152: Consumer interest in new product development, December 2013
-
- Figure 153: Most popular consumer interest in new product development, by demographics, December 2013
-
- Figure 154: Next most popular consumer interest in new product development, by demographics, December 2013
-
- Figure 155: Other consumer interest in new product development, by demographics, December 2013
-
Appendix – The Consumer – Usage Attitudes
-
-
- Figure 156: Consumer usage attitudes, December 2013
-
- Figure 157: Consumer purchasing and frequency, by most popular consumer usage attitudes, December 2013
-
- Figure 158: Consumer purchasing and frequency, by next most popular consumer usage attitudes, December 2013
-
- Figure 159: Factors influencing purchase of bath and shower products, by most popular consumer usage attitudes, December 2013
-
- Figure 160: Factors influencing purchase of bath and shower products, by next most popular consumer usage attitudes, December 2013
-
- Figure 161: Factors influencing purchase of soap products, by most popular consumer usage attitudes, December 2013
-
- Figure 162: Factors influencing purchase of soap products, by next most popular consumer usage attitudes, December 2013
-
- Figure 163: Factors influencing purchase of hand sanitiser, by most popular consumer usage attitudes, December 2013
-
- Figure 164: Factors influencing purchase of hand sanitiser, by next most popular consumer usage attitudes, December 2013
-
- Figure 165: Consumer interest in new product development, by most popular consumer usage attitudes, December 2013
-
- Figure 166: Consumer interest in new product development, by next most popular consumer usage attitudes, December 2013
-
- Figure 167: Most popular consumer usage attitudes, by demographics, December 2013
-
- Figure 168: Next most popular consumer usage attitudes, by demographics, December 2013
-
Back to top