Table of Contents
Executive Summary
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- Market growth minimal in 2015
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- Figure 1: Best- and worst-case forecast for UK retail value sales of soap, bath and shower products, 2010-20
- Bar soap continues to grow NPD share
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- Figure 2: New product development in the soap, bath and shower category, by product type, 2013-15
- In-shower treatments a growth market
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- Figure 3: Usage of soap, bath and shower products, by gender, October 2015
- Health checks are widely performed in-shower
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- Figure 4: Activities performed whilst bathing or showering, by gender, October 2015
- Fragrance-free and sensitive skins are not of particular concern
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- Figure 5: Attitudes towards bathing and showering, October 2015
- Vitamin-enriched SBS products hold appeal
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- Figure 6: Consumer awareness and preference for ingredients in soap, bath and shower products, October 2015
- Saving money boosts environmental consideration
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- Figure 7: Interest in new areas of innovation, by gender, October 2015
- What we think
Issues and Insights
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- Global water shortage could stall market growth
- The facts
- The implications
- In-shower treatments present opportunity
- The facts
- The implications
The Market – What You Need to Know
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- Market growth minimal in 2015
- Soap and bath appeal with innovation
- Bathing segment up despite fall in frequency of bathing
- Growth in discount retailers
- Global water shortage
- 2015 brought a fitness craze
- Antimicrobial resistance fears a growing issue
- New legislation to force product reformulation
Market Size and Forecast
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- A somewhat unstable market
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- Figure 8: UK retail value sales of soap, bath and shower products, at current and constant prices, 2010-20
- Future growth expected to be slow but stable
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- Figure 9: Best- and worst-case forecast for UK retail value sales of soap, bath and shower products, 2010-20
Segment Performance
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- Bathing brings a prestige approach
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- Figure 10: UK retail value sales of soap, bath and shower products, by segment, 2014 and 2015
- Soap and bath appeal with innovation
Channels to Market
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- Growth in discount retailers
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- Figure 11: UK retail value sales of soap, bath and shower products, by retail channel, 2014 and 2015
- Boots boosted by new beauty positioning
Market Drivers
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- Opportunity for a tween market as well as mature
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- Figure 12: Trends in the age structure of the UK population, 2010-20
- Global water shortage
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- Figure 13: Changing frequency of bathroom activities, December 2014
- 2015 brought a fitness craze
- Antimicrobial resistance fears a growing issue
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- Figure 14: Household and personal hygiene behaviour, November 2013
- New legislation to force product reformulation
Key Players – What You Need to Know
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- Advertising spend rose in 2014 and remains high
- Core visual media the focus for high-profile launches
- A new direction for Lynx
- Bar soap continues to grow NPD share
- Free-from claims see growth
- Leading mass brands stay innovative
- Carex strengthens lead of the soap market
- Strong growth for Sanex in the bath and shower market
Brand Communication and Promotion
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- Advertising spend rose in 2014 and remains high
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- Figure 15: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath and shower products, 2013-15
- Core visual media the focus for high-profile launches
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- Figure 16: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath and shower products, by media type, 2013-15
- Unilever responsible for half of advertising spend
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- Figure 17: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath and shower products, by top five advertisers and other in 2015
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- Figure 18: The L’Occitane 40th anniversary social media campaign, January 2016
- Unilever brands Dove and Radox boost shower advertising
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- Figure 19: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath and shower products, by product type, 2014 and 2015
- Coverage/methodology clarification
Launch Activity and Innovation
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- Bar soap continues to grow NPD share
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- Figure 20: New product development in the soap, bath and shower category, by product type, 2013-15
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- Figure 21: Examples of launches in the soap, bath and shower market with a detox or health positioning, 2015
- Free-from claims see growth
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- Figure 22: Soap, bath and shower product launches with the vegan positioning claim and superfood-inspired fragrances, 2015
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- Figure 23: Top 10 fastest-growing product positioning claims in the soap, bath and shower category, 2014-15
- GMO and palm oil in the spotlight
- Limited edition brings packaging innovation
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- Figure 24: Examples of product launches in the soap, bath and shower market with seasonal packaging, 2015
- An innovative year for HEMA
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- Figure 25: New product development in the soap, bath and shower market, by top five ultimate companies plus other, 2015
- Leading mass brands stay innovative
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- Figure 26: Product innovation examples from leading brands in the soap, bath and shower market, 2015
Market Share
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- Carex strengthens lead of the soap market
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- Figure 27: Brand shares in the UK soap market, years ending October 2014 and 2015
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- Figure 28: Importance of Handwashing social media campaign, October 2015
- Strong growth for Sanex in the bath and shower market
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- Figure 29: Brand shares in the UK bath and shower market, years ending October 2014 and 2015
The Consumer – What You Need to Know
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- In-shower treatments a growth market
- Bath product usage not declining
- Emerging oils segment
- Health checks are widely performed in-shower
- Devices market can boost SBS
- Liquid products are preferred
- Fragrance-free and sensitive skins are of lower concern
- Vitamin-enriched SBS products hold appeal
- Lower awareness of perceived ‘bad’ ingredients
- Saving money boosts environmental consideration
Product Usage
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- In-shower treatments a growth market
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- Figure 30: In-shower product launches, 2015
- Bath product usage not declining
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- Figure 31: Usage of soap, bath and shower products, by gender, October 2015
- Emerging oils segment
Bathing Routines
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- Health checks are widely performed in-shower
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- Figure 32: Activities performed whilst bathing or showering, by gender, October 2015
- Post-hair removal treatment innovation
- Devices market can boost SBS
- Water more likely to be hotter than colder
Attitudes towards Bathing
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- Liquid products are preferred
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- Figure 33: Attitudes towards bathing and showering, October 2015
- Fragrance-free and sensitive skins are of lower concern
- Consumers have a selection of products
Knowledge of Ingredients
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- Vitamin-enriched SBS products hold appeal
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- Figure 34: Consumer awareness and preference for ingredients in soap, bath and shower products, October 2015
- Lower awareness of perceived ‘bad’ ingredients
- Interest in natural products
Future Areas of Interest
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- Convenience the main area of interest
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- Figure 35: Interest in new areas of innovation, by gender, October 2015
- Saving money boosts environmental consideration
- The connected home remains in the future
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Fan chart forecast
Appendix – Key Players
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- Figure 36: NPD in the UK soap, bath and shower market, by launch type, 2013-15
- Figure 37: Ingredient claims in the soap, bath and shower market, 2013-15
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