Table of Contents
Executive Summary
-
- Sales fail to regain growth in 2014
-
- Figure 1: Best- and worst-case forecast for UK retail value sales of soap, bath and shower products, 2009-19
- Radox, Sanex and Carex are 2014’s strong performers
-
- Figure 2: Brand shares in the UK shower product market, years ending November 2013 and 2014
- Bar soap takes increasing NPD focus
-
- Figure 3: New product development in the soap, bath and shower category, by product type, 2012-14
- Frequent hand washing campaigns take effect
-
- Figure 4: Changing frequency of bathroom activities, December 2014
- Becoming a step in the beauty routine
-
- Figure 5: Consumer attitudes towards bathing and showering, December 2014
Issues and Insights
-
- Bathing falls from fashion
- The facts
- The implications
- Bar soaps return to favour
- The facts
- The implications
- Prominence of skincare claims increases
- The facts
- The implications
The Market – What You Need to Know
The Market – Market Size and Forecast
-
- Sales fail to regain growth in 2014
- Future growth predicted to be driven only by inflation
-
- Figure 6: UK retail value sales of soap, bath and shower products, at current and constant prices, 2009-19
- Figure 7: Best and worst-case forecast for UK retail value sales of soap, bath and shower products, 2009-19
The Market – Segment Performance
-
- Shower products the only segment to remain in growth
- Longer-lasting bar soaps return to fashion
-
- Figure 8: UK retail value sales of soap, bath and shower products, by segment, 2012-14
The Market – Channels to Market
-
- Discounters continue to show strength
- Product range sees grocers remain the dominant channel
-
- Figure 9: UK retail value sales of soap, bath and shower products, by outlet type, 2013 and 2014
The Market – Market Drivers
-
- The SBS market needs to focus on the ageing population
-
- Figure 10: Trends in the age structure of the UK population, 2009-19
- Working lifestyles impact grooming routine
-
- Figure 11: Employment and unemployment, by gender, 2009-19
- Economic recovery continues
-
- Figure 12: Trend in people describing their financial situation as healthy, February 2009-October 2014
- Disease outbreaks increase hand washing
Key Players – What You Need to Know
Key Players – Market Share
-
- Radox strengthens lead of the shower market
-
- Figure 13: Example of Radox promotions, January 2015
- Figure 14: Brand shares in the UK shower product market, years ending November 2013 and 2014
- Sanex sees growth in the bath market
-
- Figure 15: Brand shares in the UK bath product market, years ending November 2013 and 2014
- Carex appeals to hygiene-conscious parents
-
- Figure 16: Brand shares in the UK soap market, years ending November 2013 and 2014
Key Players – Brand Research
-
- Key brand metrics
-
- Figure 17: Key metrics for selected brands, December 2014
- NIVEA enjoys strong overall image across different metrics
-
- Figure 18: User profile of NIVEA in the last 12 months, December 2014
- Brand map: NIVEA is a trusted brand
-
- Figure 19: Attitudes towards and usage of selected brands, December 2014
- Brand attitudes: NIVEA inspires pride and confidence
-
- Figure 20: Attitudes, by brand, December 2014
- Carex has a brand image based on care
-
- Figure 21: User profile of Carex in the last 12 months, December 2014
- Sanex shares similar attributes to Carex, but has more clinical approach
-
- Figure 22: User profile of Sanex in the last 12 months, December 2014
- The Body Shop has a more glamorous image helped by its depth of product range
-
- Figure 23: User profile of The Body Shop in the last 12 months, December 2014
- Brand personality: The Body Shop’s ethics continue to drive its brand image
-
- Figure 24: Brand personality – Macro image, December 2014
- Palmolive appears in need of modernisation
-
- Figure 25: User profile of Palmolive in the last 12 months, December 2014
- Palmolive shows signs of falling behind the curve
-
- Figure 26: Brand personality – Micro image, December 2014
Key Players – Brand Communication and Promotion
-
- Increasing spend in 2014 did not prevent sales declines
-
- Figure 27: Main monitored media advertising spend on soap, bath and shower products, 2012-14
- Unilever strengthens spend in SBS
-
- Figure 28: Main monitored media advertising spend on soap, bath and shower products, by top five advertisers in 2014, 2012-14
- Press adverting gaining share
-
- Figure 29: Main monitored media advertising spend on soap, bath and shower products, by media type, 2012-14
- Multi-product campaigns increase spend in 2014
-
- Figure 30: Main monitored media advertising spend on soap, bath and shower products, by product category, 2013 and 2014
Key Players – Launch Activity and Innovation
-
- Bar soap takes increasing NPD focus
-
- Figure 31: New product development in the soap, bath and shower category, by product type, 2012-14
- Figure 32: Examples of new product launches in the bar soap market, 2014
- New product launches remain at a high level
-
- Figure 33: New product development in the soap, bath and shower category, by launch type, 2012-14
- Figure 34: Examples of new packaging in the shower market, 2014
- Moisture claims grow in prominence
-
- Figure 35: Top 10 product positioning claims (in 2014) in the soap, bath and shower market, 2013 and 2014
-
- Figure 36: Examples of SBS products featuring moisturising/hydrating skincare claims, 2014
- Unusual muses add an element of fun
-
- Figure 37: Examples of collaborative SBS products, 2014
- Wilko Fruits launches a wide range of products
-
- Figure 38: New product launches in the UK soap, bath and shower market, by top five ultimate companies and other, 2014
- Figure 39: Product examples from the Wilko Fruits range, 2014
The Consumer – What You Need to Know
The Consumer – Bathroom Routine
-
- Frequent hand washing campaigns take effect
-
- Figure 40: Changing frequency of bathroom activities, December 2014
- Baths falling from favour
- Young adults are bathing and showering more frequently
-
- Figure 41: Changing frequency of bathing and showering, by age, December 2014
The Consumer – Bathing and Showering Habits
-
- Morning vs evening can be a focus for campaigns
-
- Figure 42: Consumer attitudes towards bathing and showering, December 2014
- Becoming a step in the beauty regime
The Consumer – Product Purchasing
-
- Bar soap offers more value for money
-
- Figure 43: Frequency of purchasing soap, bath and shower products, November 2014
- Essentials are being bought more frequently
-
- Figure 44: Purchasing soap, bath and shower products at least once per month, December 2013 and 2014
The Consumer – Bath Product Fragrance Preferences
-
- Men bathe to refresh and energise
-
- Figure 45: Fragrance preferences of bath products, by gender, December 2014
- Superfruits interest young women
The Consumer – Interest in New Products
-
- Skincare benefits of most interest to consumers
-
- Figure 46: Consumer interest in soap, bath and shower products, December 2014
- Double concentrate appeals with value for money
- Waterless products can be of use for an ageing population
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Data sources
- Abbreviations
- Fan chart forecast
- Brand research
- Brand map
- Correspondence analysis
- The market
-
- Figure 47: Trends in adults spending extra money on beauty products and treatments, November 2011-October 2014
- Figure 48: Best- and worst-case forecast for UK retail value sales of soap products, 2009-19
- Figure 49: Best- and worst-case forecast for UK retail value sales of bath products, 2009-19
- Figure 50: Best- and worst-case forecast for UK retail value sales of shower products, 2009-19
- Key players
-
- Figure 51: Market development in the UK soap, bath and shower market, by launch type, 2014
- Figure 52: Top five product positioning claims in the SBS market, by product type, 2014
Back to top