Table of Contents
Executive Summary
-
- Overview
- The market
-
- Figure 1: Total US sales and fan chart forecast of soap, bath and shower products, at current prices, 2008-18
- Market factors
- Households with children drive use, but are on the decline
-
- Figure 2: Product use, by presence of children in household, January 2014
- Changing regulatory environment could impact category
- Segment performance
-
- Figure 3: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2011 and 2013
- The consumer
- Bar soap, liquid hand soap, and body wash are used by majority of consumers
-
- Figure 4: Use of soap, bath and shower products, January 2014
- Scent and moisturizing benefits are important to category users
-
- Figure 5: Top 10 benefits sought, by product type, January 2014
- Interest in claims is high, though shoppers more willing to spend for skincare benefits
-
- Figure 6: Interest in and willingness to pay more for top five claims, January 2014
- Promotional incentives are popular with category shoppers
-
- Figure 7: Interest in top five formats, by product type, January 2014
- What we think
Issues and Insights
-
- How can brands bring added value to a price-driven category?
- The issues
- The implications: Reinforce skincare benefits, leverage consumer’s interest in convenience
- What opportunities are there to better engage an aging population?
- The issues
- The implications: Introduce benefits that align with older shoppers, focus on natural formulas
- How will potential changes in antibacterial regulations impact the category?
- The issues
- The implications: Focus on skincare benefits, packaging, and natural ingredients
Trend Application
-
- Trend: Many Mes
- Trend: Prove It
- Mintel futures: Brand Intervention
Market Size and Forecast
-
- Key points
- Category growth remains solid
- Steady gains expected to continue
- Sales and forecast of soap, bath and shower products
-
- Figure 8: Total US sales and forecast of soap, bath and shower products, at current prices, 2008-18
- Figure 9: Total US sales and forecast of soap, bath and shower products, at inflation-adjusted prices, 2008-18
- Fan chart forecast
-
- Figure 10: Total US sales and fan chart forecast of soap, bath and shower products, at current prices, 2008-18
Market Drivers
-
- Key points
- Declines in households with children could impact future growth
-
- Figure 11: Product use, by presence of children in household, January 2014
- Earlier onset of puberty could have implications for the category
- Future of antibacterial claims is uncertain
Segment Performance
-
- Key points
- Soap, bath and shower category is experiencing growth across all segments
- Hand cleansing products are strongest performers
- Sales of soap, bath and shower products, by segment
-
- Figure 12: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2011 and 2013
Segment Performance – Liquid Body Wash
-
- Key points
- Liquid body wash continues to drive category growth
- Sales and forecast of liquid body wash
-
- Figure 13: Total US retail sales and forecast of liquid body wash, at current prices, 2008-18
Segment Performance – Bar Soap
-
- Key points
- Bar soap sales are sluggish
-
- Figure 14: MULO sales of select natural and organic bar soap brands, rolling 52-weeks 2012 and 2013
- Sales and forecast of bar soap
-
- Figure 15: Total US sales and forecast of bar soap, at current prices, 2008-18
Segment Performance – Liquid Hand Soap
-
- Key points
- Liquid hand soap posts solid gains
- Sales and forecast of liquid hand soap
-
- Figure 16: Total US sales and forecast of liquid hand soap, at current prices, 2008-18
Segment Performance – Hand Sanitizer
-
- Key points
- Hand sanitizer sales are volatile
- Sales and forecast of hand sanitizer
-
- Figure 17: Total US sales and forecast of hand sanitizer, at current prices, 2008-18
Segment Performance – Bath Products
-
- Key points
- Minimal growth in small bath products segment
- Sales and forecast of bath products
-
- Figure 18: Total US sales and forecast of bath products, at current prices, 2008-18
Retail Channels
-
- Key points
- “Other” retail channels dominate soap, bath, and shower sales
- Highlight budget-friendly items, promotions, and sales
- Sales of soap, bath and shower products, by channel
-
- Figure 19: Sales of soap, bath and shower products, by channel, 2011 and 2013
- Figure 20: Total US retail sales of soap, bath, and shower products, by channel, at current prices, 2008-13
Leading Companies
-
- Key points
- Unilever leads soap, bath and shower category
- P&G outperforming Henkel, Colgate-Palmolive
- Manufacturer sales of soap, bath and shower products
-
- Figure 21: MULO sales of soap, bath and shower products, by leading companies, rolling 52-weeks 2012 and 2013
Brand Share – Liquid Body Wash
-
- Key points
- Unilever leads segment, Dove driving sales
- J&J, Henkel struggle to improve sales
- Manufacturer sales of liquid body wash
-
- Figure 22: MULO sales of liquid body wash, by leading companies, rolling 52-weeks 2012 and 2013
- Figure 23: Key purchase measures for the top brands of liquid body wash, by household penetration, 52-weeks ending Dec. 29, 2013
Brand Share – Bar Soap
-
- Key points
- Unilever leads bar soap segment
- Bar soap segment struggles to grow
- Manufacturer sales of bar soap
-
- Figure 24: MULO sales of bar soap, by leading companies, rolling 52-weeks 2012 and 2013
- Figure 25: Key purchase measures for the top brands of deodorant bar soap, by household penetration, 52-weeks ending Dec. 29, 2013
Brand Share – Liquid Hand Soap
-
- Key points
- Colgate-Palmolive leads segment, though struggling to grow
- Henkel and Method drive segment growth
- Private label losing share to branded products
- Manufacturer sales of liquid hand soap
-
- Figure 26: MULO sales of liquid hand soap, by leading companies, rolling 52-weeks 2012 and 2013
- Figure 27: Key purchase measures for the top brands of liquid hand soap, by household penetration, 52-weeks ending Dec. 29, 2013
Brand Share – Hand Sanitizer
-
- Key points
- Purell, private label gain ground
- Manufacturer sales of hand sanitizers
-
- Figure 28: MULO sales of hand sanitizers, by leading companies, rolling 52-weeks 2012 and 2013
- Figure 29: Key purchase measures for the top brands of hand sanitizer, by household penetration, 52-weeks ending Dec. 29, 2013
Brand Share – Bath Products
-
- Key points
- Mixed results from bath product brands
- Private label on the decline
- Manufacturer sales of bath products
-
- Figure 30: MULO sales of bath products, by leading companies, rolling 52-weeks 2012 and 2013
- Figure 31: Key purchase measures for the top brands of bath products, by household penetration, 52-weeks ending Dec. 29, 2013
Innovations and Innovators
-
- New product launch trends
-
- Figure 32: Share of soap, bath and shower product launches, by subcategory, 2008-13
- Figure 33: Top 10 soap, bath and shower product claims, by share, 2008-13
- Product innovations
- Elevating bar soap
- Engaging the senses
- Limited edition/seasonal
- Natural and organic hand soaps
- Radiant skin
- Unique formats
Marketing Strategies
-
- Overview of the brand landscape
- Marketing to men
-
- Figure 34: Old Spice television ad, 2013
-
- Figure 35: Axe Apollo and Deep Space body washes, print ad, 2013
- Promoting skincare benefits
-
- Figure 36: Dove bar soap, television ad, 2013
-
- Figure 37: Olay body wash, television ad, 2013
- Freshness
-
- Figure 38: Dial body wash, television ad, 2014
-
- Figure 39: Dove body wash, print ad, 2013
- Reinforcing germ protection through humor
-
- Figure 40: Method hand soap, television ad, 2013
Social Media
-
- Key points
- Key social media metrics
-
- Figure 41: Key social media metrics, February 2014
- Market overview
- Brand use and awareness
-
- Figure 42: Brand use and awareness for select bath, soap, and shower product brands, January 2014
- Interactions with soap, bath, and shower product brands
-
- Figure 43: Interactions with select soap, bath, and shower product brands, January 2014
- Online conversations
-
- Figure 44: Online mentions around selected soap, bath, and shower product brands, by month, Feb. 1, 2013-Jan. 31, 2014
- Where are people talking about soap, bath, and shower product brands?
-
- Figure 45: Online mentions around selected soap, bath, and shower product brands, by page type, Feb. 1, 2013-Jan. 31, 2014
- What are people talking about?
-
- Figure 46: Online conversations around selected topics for soap, bath, and shower product brands, Feb. 1, 2013-Jan. 31, 2014
- Analysis by brand
- Dove
-
- Figure 47: Social media metrics – Dove, February 2014
- Key online campaigns
- What we think
- Dial
-
- Figure 48: Social media metrics – Dial, February 2014
- Key online campaigns
- What we think
- Softsoap
-
- Figure 49: Social media metrics – Softsoap, February 2014
- Key online campaigns
- What we think
- Seventh Generation
-
- Figure 50: Social media metrics – Seventh Generation, February 2014
- Key online campaigns
- What we think
- St. Ives
-
- Figure 51: Social media metrics – St. Ives, February 2014
- Key online campaigns
- What we think
- Method
-
- Figure 52: Social media metrics – Method, February 2014
- Key online campaigns
- What we think
Shopping for Body Wash and Bath Products
-
- Key points
- Liquid body wash purchased by the majority of consumers
- Women, younger consumers more likely to buy body wash and bath products
-
- Figure 53: Purchasing of liquid body wash and bath products, by gender, January 2014
-
- Figure 54: Purchasing of liquid body wash and bath products, by gender and age, January 2014
- Dove is most used body wash brand
-
- Figure 55: Household use of body wash brands, July 2007-September 2013
- Shoppers seeking scent, moisturizing benefits
-
- Figure 56: Benefits sought among liquid body wash/bath product users, by gender, January 2014
-
- Figure 57: Benefits sought among liquid body wash/bath product users, by gender and age, January 2014
- Brand use reveals differences in benefits sought
-
- Figure 58: Benefits sought among liquid body wash/bath product users, by purchasing or awareness of soap, bath and shower brands, January 2014
Shopping for Bar Soap
-
- Key points
- Majority of households purchase bar soap
- Consumers buy a variety of body cleansing products
-
- Figure 59: Purchasing of bar soap, by gender and age, January 2014
- Dove sees uptick in usage, while most bar soap brands remain stagnant
-
- Figure 60: household use of bar soap brands, July 2007-September 2013
- Scent is important to bar soap users, but so is function
-
- Figure 61: Benefits sought among bar soap users, by gender and age, January 2014
- Shoppers seek different benefits depending on brand use
-
- Figure 62: Benefits sought among bar soap users, by purchasing or awareness of soap, bath and shower brands, January 2014
Shopping for Liquid Hand Soap and Hand Sanitizer
-
- Key points
- Women drive use of hand cleansing products
-
- Figure 63: Purchasing of hand soap and hand sanitizer, by gender and age, January 2014
-
- Figure 64: Responsibility for grocery shopping, by gender, November 2013
- Households with children are primary users of hand sanitizer
-
- Figure 65: Purchasing of hand soap and hand sanitizer, by presence of children in household, January 2014
- Softsoap is most used hand soap brand, though niche and store brands gaining
-
- Figure 66: Household use of liquid hand soap brands, July 2007-September 2013
- Users of hand cleansing products seek antibacterial benefits
-
- Figure 67: Benefits sought among hand soap and hand sanitizer users, by gender and age, January 2014
- Brand use shows differences in what benefits shoppers are looking for
-
- Figure 68: Benefits sought among hand soap and hand sanitizer users, by purchasing or awareness of soap, bath and shower brands, January 2014
Interest in Soap, Bath and Shower Product Claims
-
- Key points
- Shoppers willing to spend for added skincare benefits
-
- Figure 69: Interest in and willingness to pay for claims in soap, bath, and shower products, January 2014
- Interest in claims is high, though women and young shoppers more willing to spend
-
- Figure 70: Any interest in claims, by gender, January 2014
-
- Figure 71: Any interest in claims, by age, January 2014
- Figure 72: Interested in and willing to pay for claims, by gender, January 2014
-
- Figure 73: Interested in and willing to pay for claims, by age, January 2014
Interest in Soap, Bath and Shower Product Forms
-
- Key points
- Promotional incentives are popular with category shoppers
-
- Figure 74: Interest in formats, January 2014
- Older body wash shoppers want value, while younger shoppers seek customization
-
- Figure 75: Interest in forms among liquid body wash/bath product users, by gender and age, January 2014
- Eco-friendly packaging could engage younger bar soap users
-
- Figure 76: Interest in forms among bar soap users, by gender and age, January 2014
- Price, convenience motivate users of hand cleansing products
-
- Figure 77: Interest in forms among hand soap and hand sanitizer users, by gender and age, January 2014
Attitudes Toward Soap, Bath and Shower Products
-
- Key points
- Men use body cleansing products for multiple purposes
- Women are customizing their bathing routine
-
- Figure 78: Attitudes toward soap, bath and shower products, by gender, January 2014
- Scent is important to young men
-
- Figure 79: Attitudes toward soap, bath and shower products, by gender and age, January 2014
Attitudes Toward Hand Soap and Hand Sanitizer
-
- Key points
- Shoppers seek value, low price when buying hand cleansing products
- Women motivated by packaging, scent variety
-
- Figure 80: Attitudes toward hand soap and hand sanitizer, by gender, January 2014
- Consumers express some concern regarding the safety of hand cleansing products
-
- Figure 81: Attitudes toward hand soap and hand sanitizer, by gender and age, January 2014
Race and Hispanic Origin
-
- Key points
- Black and Asian respondents are highly engaged in the category
-
- Figure 82: Product use, by race/Hispanic origin, January 2014
- Black shoppers interested in scent and skincare, Asian shoppers motivated by natural claims
-
- Figure 83: Benefits sought among body wash/bath product users, by race/Hispanic origin, January 2014
-
- Figure 84: Benefits sought among bar soap users, by race/Hispanic origin, January 2014
- Figure 85: Benefits sought among hand soap and hand sanitizer users, by race/Hispanic origin, January 2014
- Multicultural consumers report high levels of interest in new claims
-
- Figure 86: Any interest in claims, by race/Hispanic origin, January 2014
-
- Figure 87: Interested in and would be willing to pay more for claims, by race/Hispanic origin, January 2014
Appendix – Other Useful Consumer Tables
-
- Household use of soap, bath and shower products
-
- Figure 88: Household use of body wash, July 2007-September 2013
-
- Figure 89: Use of bar soap, July 2007-September 2013
-
- Figure 90: Use of liquid hand soap, July 2007-September 2013
- Shopping for soap, bath and shower products
-
- Figure 91: Product use, by gender, January 2014
-
- Figure 92: Product use, by age, January 2014
-
- Figure 93: Product use, by household income, January 2014
-
- Figure 94: Benefits sought, by product type, January 2014
- Interest in soap, bath and shower claims based on price
-
- Figure 95: Any interest in claims, by gender, January 2014
-
- Figure 96: Interested in and willing to pay more for claims, by gender, January 2014
- Interest in soap, bath and shower products – forms
-
- Figure 97: Interest in forms among body wash/bath product users, by race/Hispanic origin, January 2014
-
- Figure 98: Interest in forms among bar soap users, by race, January 2014
-
- Figure 99: Interest in forms among hand soap/hand sanitizer users, by race/Hispanic origin, January 2014
- Attitudes toward soap, bath and shower products
-
- Figure 100: Attitudes toward soap, bath and shower products, by household income, January 2014
-
- Figure 101: Attitudes toward soap, bath and shower products, by race/Hispanic origin, January 2014
- Attitudes toward hand soap and hand sanitizer
-
- Figure 102: Attitudes toward hand soap and hand sanitizer, by household income, January 2014
-
- Figure 103: Attitudes toward hand soap and hand sanitizer, by presence of children in household, January 2014
-
- Figure 104: Attitudes toward hand soap and hand sanitizer, by race/Hispanic origin, January 2014
Appendix – Social Media
-
- Brand usage or awareness
-
- Figure 105: Brand usage or awareness, January 2014
- Figure 106: Brand usage or awareness, by frequency, January 2014
-
- Figure 107: Softsoap usage or awareness, by demographics, January 2014
- Figure 108: Dove usage or awareness, by demographics, January 2014
-
- Figure 109: Dial usage or awareness, by demographics, January 2014
- Figure 110: St. Ives usage or awareness, by demographics, January 2014
-
- Figure 111: Seventh generation usage or awareness, by demographics, January 2014
- Activities done
-
- Figure 112: Social media interaction with soap, bath and shower brands, January 2014
- Figure 113: Method – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
-
- Figure 114: Method – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
- Figure 115: Method – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
-
- Figure 116: Method – Activities done – I have researched the brand on social media to…., by demographics, January 2014
- Figure 117: Softsoap – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
-
- Figure 118: Softsoap – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
- Figure 119: Softsoap – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
-
- Figure 120: Softsoap – Activities done – I have researched the brand on social media to…., by demographics, January 2014
- Figure 121: Dove – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
-
- Figure 122: Dove – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
- Figure 123: Dove – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
-
- Figure 124: Dove – Activities done – I have researched the brand on social media to…., by demographics, January 2014
- Figure 125: Dial – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
-
- Figure 126: Dial – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
- Figure 127: Dial – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
-
- Figure 128: Dial – Activities done – I have researched the brand on social media to…., by demographics, January 2014
- Figure 129: St. Ives – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
-
- Figure 130: St. Ives – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
- Figure 131: St. Ives – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
-
- Figure 132: St. Ives – Activities done – I have researched the brand on social media to…., by demographics, January 2014
- Figure 133: Seventh Generation – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
-
- Figure 134: Seventh Generation – Activities done – I have researched the brand on social media to…., by demographics, January 2014
- Online conversations
-
- Figure 135: Online mentions for selected soap, bath, and shower product brands, by month, Feb. 1, 2013-Jan. 31, 2014
- Figure 136: Online mentions for selected soap, bath, and shower product brands, by page type, Feb. 1, 2013- Jan. 31, 2014
- Figure 137: Online conversations for selected topics for soap, bath, and shower product brands, Feb. 1, 2013-Jan. 31, 2014
Appendix – Market Drivers
-
- Consumer confidence
-
- Figure 138: University of Michigan’s index of consumer sentiment (ICS), 2007-14
- Unemployment
-
- Figure 139: US unemployment and underemployment rates, 2007-14
- Racial, ethnic population growth
-
- Figure 140: US population by race and Hispanic origin, 2009, 2014, and 2019
-
- Figure 141: Households with children, by race and Hispanic origin of householder, 2013
- Shifting US demographics
-
- Figure 142: US population, by age, 2009, 2014, and 2019
- Figure 143: US households, by presence of own children, 2003-13
Appendix – Information Resources Inc. Builders Panel Data Definitions
-
- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
Back to top