- Contents
- *Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
What you need to know
The nearly $5.4 billion soap, bath and shower category continues to post solid sales gains, despite being a mature and highly functional market. The liquid body wash is the largest and one of the strongest-performing segments, thanks to scent variety, skincare benefits, male-specific varieties, and ease of use. Elevated concerns surrounding the prevention of germs and illness, driven by recent flu epidemics, have also helped fuel sales of liquid hand soap and hand sanitizer. While category shoppers are value-conscious, they are also willing to spend for performance and convenience. Brands that can deliver on improved functionality and ease of use have an opportunity to generate incremental sales, helping to keep the category on a positive growth trajectory.
Definition
This report builds on the analysis presented in Mintel’s Soap, Bath, and Shower Products – US, March 2013, as well as the April 2012, March 2011, May 2010, October 2009, October 2008, August 2007, August 2006, and December 2005 reports of the same title.
For the purposes of this report, Mintel defines the soap, bath and shower category as follows:
Liquid body wash and/or shower gel
Bar soap
Liquid hand soap
Hand sanitizer
Bath products including Epsom salts, bubble bath, and bath soaks.
This report does not include:
Products designed specifically for use on the face such as facial cleansers and scrubs
Body care products such as lotion
Baby care products
Shower and bath accompaniments such as loofahs, sponges, bath scrubbers, and bath massagers.
Value figures throughout this report are at retail selling prices (rsp) excluding sales tax unless otherwise stated.
Sales data
Market Size and Forecast and Segment Performance – total retail sales based on Information Resources, Inc. InfoScan Reviews; US Census Bureau, Economic Census; Progressive Grocer’s Consumer Expenditure Survey.
Retail Channels – based on Information Resources, Inc. InfoScan Reviews; US Census Bureau, Economic Census; Progressive Grocer’s Consumer Expenditure Survey; except supermarket and drug store sales, which are based on Information Resources, Inc. InfoScan Reviews.
Leading Companies and Brand Share – based on MULO sales data from Information Resources, Inc. InfoScan Reviews. MULO is defined as Multi Outlet, representative of the following channels: total US Grocery, Mass, total US Drug, total Walmart, Dollar, Military, and Club. Note that the values shown in this section differ from the Market Size/Forecast and Segment Performance sections of this report. Companies and brands sales data encompasses only sales through MULO channels, while Market Size/Forecast and Segment sales cover the entire retail market.
Consumer survey data
For the purposes of this report, Mintel commissioned exclusive consumer research through GMI to explore consumer use and attitudes toward soap, bath and shower products. Mintel was responsible for the survey design, data analysis and reporting. Fieldwork was conducted in January 2014 among a sample of 2,000 adults aged 18+ with access to the internet.
Mintel selects survey respondents by gender, age, household income, and region so that they are proportionally representative of the US adult population using the internet. Mintel also slightly over-samples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in our survey results and to allow for more precise parameter estimates from our reported findings. Please note that Mintel surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in the survey results.
Mintel has also analyzed data from Experian Marketing Services, using the Simmons National Consumer Study (NCS) and the Simmons National Hispanic Consumer Study (NHCS).
The Experian Marketing Services, Simmons NCS/NHCS was carried out during July 2012-September 2013 and the results are based on the sample of 24,219 adults aged 18+, with results weighted to represent the US adult population.
While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.
Abbreviations
The following is a list of abbreviations used in this report.
| ACI | American Cleaning Institute |
| CPI | Consumer Price Index |
| FDA | Food and Drug Administration |
| GNPD | Global New Products Database |
| J&J | Johnson & Johnson |
| MULO | Multi Outlet, representative of the following channels: total US Grocery, Mass, total US Drug, total Walmart, Dollar, Military, and Club |
| NACS | National Association of Convenience Stores |
| NHCS | National Consumer Study /National Hispanic Consumer Study (Experian Marketing Services) |
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Generations, if discussed within this report, are defined as:
| World War II | The generation born in 1932 or before. In 2014, members of this generation are aged 82 or older. |
| Swing Generation | The generation born between 1933 and 1945. In 2014, members of the Swing Generation are between the ages of 69-81. |
| Baby Boomers | The generation born between 1946 and 1964. In 2014, Baby Boomers are between the ages of 50 and 68. |
| Generation X | The generation born between 1965 and 1976. In 2014, Generation Xers are between the ages of 38 and 49. |
| Millennials* | The generation born between 1977 and 1994. In 2014, Millennials are between the ages of 20 and 37. |
| iGeneration | The generation born between 1995 and 2007. In 2014, iGen are between 7 and 19. |
| Emerging generation | The newest generation began in 2008 as the annual number of births declined sharply with the recession. In 2014 members of this as-yet unnamed generation are under age 7. |
* Also known as Generation Y or Echo Boomers.
In order to provide an inflation-adjusted price value for markets, Mintel uses the CPI to deflate current prices. The CPI is defined as follows:
| CPI | The Consumer Price Index is a measure of the average change over time in the prices paid by urban consumers for a market basket of consumer goods and services. The CPI and its components are typically used to adjust other economic series for price changes and to translate these series into inflation-free dollars. Examples of series adjusted by the CPI include retail sales, hourly and weekly earnings, and components of the national income and product accounts. In addition, and in Mintel reports, the CPI is used as a deflator of the value of the consumer’s dollar to find its purchasing power. The purchasing power of the consumer's dollar measures the change in the value to the consumer of goods and services that a dollar will buy at different dates. The CPI is generally the best measure for adjusting payments to consumers when the intent is to allow consumers to purchase, at today’s prices, a market basket of goods and services equivalent to one that they could purchase in an earlier period. It is also the best measure to use to translate retail sales into real or inflation-free dollars. Based on Bureau of Labor Statistics definition. |
