Soap, Bath and Shower Products - US - February 2021

OVERVIEW
What you need to know
Key issues covered in this Report
Definition
EXECUTIVE SUMMARY 
Top takeaways 
Market overview 
Impact of COVID-19 on soap, bath and shower products
Figure 1: Short-, medium- and long-term impact of COVID-19 on soap, bath and shower products, November 2020
Opportunities and challenges 
Fixation on hand hygiene will outlast the COVID-19 crisis 
Figure 2: Changes to hand hygiene behaviors since COVID-19 and select attitude influenced by COVID-19, November 2020
Get innovative with hand hygiene 
Figure 3: Interest in select product innovations, November 2020
Figure 4: Instagram post from Dally Goods
Maintain momentum by bringing holistic wellness and convenience to cleansing routines
Figure 5: Select reasons for showering/bathing more frequently due to COVID-19 and select attitude influenced by COVID-19, November 2020
Drive loyalty through customization 
Expand bath product options to better reach men 
THE MARKET – KEY TAKEAWAYS 
Renewed focus on hygiene and mental health gives SBS market a boost 
All segments see gains in 2020 
COVID-19 shakes up hand sanitizer but negatively impacts economy
Prolong frequent usage of SBS, stand out in hand sanitizer space, and better reach men
MARKET SIZE AND FORECAST
Renewed focus on hygiene and mental health gives SBS market a boost 
Figure 6: Total US sales and fan chart forecast of soap, bath and shower products market, at current prices, 2015-25
Figure 7: Total US sales and forecast of soap, bath and shower products market, at current prices, 2015-25
Impact of COVID-19 on soap, bath and shower products
Figure 8: Short-, medium- and long-term impact of COVID-19 on soap, bath and shower products, July 2020
Lockdown
Re-emergence
Recovery
COVID-19: US context
SEGMENT PERFORMANCE
All segments see gains in 2020
Figure 9: Total US retail sales and forecast of soap, bath and shower products, by segment, at current prices, 2015-25
Liquid body wash continues to dominate market sales
Figure 10: Share of soap, bath and shower products sales, by segment, 2020 (est)
MARKET FACTORS 
Fixation on hand hygiene will outlast the COVID-19 crisis
Figure 11: Changes to hand hygiene behaviors since COVID-19, November 2020
Figure 12: Select attitudes and behaviors influenced by COVID-19, November 2020
Leading hand sanitizer companies face increased competition 
Figure 13: Instagram post from Suave
Figure 14: Multi-outlet sales of hand sanitizers (excluding wipes), by leading companies and brands, rolling 52 weeks 2019 and 2020
Economic insecurity leads to higher price sensitivity
Figure 15: Mintel Trend Driver – Value
MARKET OPPORTUNITIES 
Prolong frequent usage of SBS products
Figure 16: Changes to select hygiene behaviors since COVID-19, November 2020
Figure 17: Reasons for showering/bathing more often, November 2020
Tap into the growing trend for health support 
Figure 18: Select attitudes toward showering and bathing, November 2020
Elevate the category’s association with self-care 
Figure 19: Instagram post from Lush during lockdown phase
Figure 20: Instagram post of J.R Watkins’s Aromatherapy In-Shower Mists
Stand out in increasingly crowded hand sanitizer segment 
Figure 21: Select attitudes and behaviors toward hand sanitizer, November 2020
Be inspired by skin-conditioning ingredients typically found in skincare
Figure 22: Barriers toward hand sanitizers, November 2020
Figure 23: Instagram posts of Highline Wellness Hand Sanitizer and Nonshinku Hand Sanitizer
Figure 24: Too much cleansing/sanitizing will strip good bacteria, November 2020
Pampering benefits of bathing has widespread appeal 
Figure 25: Bathing more frequently due to COVID-19 and select attitude influenced by COVID-19, by gender, November 2020
Products made specifically for men are appealing…
Figure 26: Interest in unisex bath products and bath products made for men, any interest (net), by age and gender, November 2020
Figure 27: Degree Men Maximum Recovery Menthol Epsom Salt Muscle Soak
…yet unisex products may resonate with modern men
COMPANIES AND BRANDS – KEY TAKEAWAYS 
Smaller players are stealing market share from leading companies
Functional products tap into holistic wellness trends
Drive loyalty through eco-conscious positioning
MARKET SHARE
Smaller players are stealing market share from leading companies
Sales of soap, bath and shower products by company 
Figure 28: Multi-outlet sales of soap, bath and shower products, by leading companies, rolling 52 weeks 2019 and 2020
COMPETITIVE STRATEGIES
Functional products tap into holistic wellness trends
Figure 29: Instagram post from Dirty Girl Farm and MyKirei by KAO
Figure 30: Instagram post of Dally Hand Wash
Figure 31: Instagram post about Herbivore Botanical hand sanitizers
Drive loyalty through eco-conscious positioning
Figure 32: Eco-ethical claims in new soap, bath and shower product launches, 2016-20
Who is doing this well
Figure 33: Instagram post from Youbody, November 2020
THE CONSUMER – KEY TAKEAWAYS 
Bar and liquid soap both enjoy widespread usage
Increased focus on hand hygiene boosts sanitizer and soap usage
Growing need for self-care benefits bath products, but showering is still preferred
Balance natural with efficacy claims; bathing isn’t just a cleansing solution
Capture shoppers’ attention with influencers, scent and eco-conscious claims
Strong interest in innovations presents opportunities to boost sales
USAGE OF LIQUID SHOWER PRODUCTS AND BAR SOAP 
Bar and liquid soap both enjoy widespread usage
Figure 34: Usage of liquid shower products and bar soap, December 2019 and November 2020
Liquid body wash is used across age groups
Figure 35: Usage of liquid shower products and bar soap, by age, November 2020
Identifying alternative benefits for bar soap can increase trial 
Figure 36: Instagram posts from Ethique
Figure 37: TikTok video about soap brows
USAGE OF HAND CLEANSING PRODUCTS
Increased focus on hand hygiene boosts sanitizer and soap usage
Figure 38: Usage of hand cleansing products, any hand sanitizer (net), November 2020
Hand sanitizer will no longer be subject to volatility 
Investing in new packaging formats will encourage more widespread usage
Figure 39: Usage of hand cleansing products, any hand sanitizer (net), by gender, November 2020
Figure 40: Instagram post from Noshinku
Figure 41: Instagram post from Squeezyband
Maintain hand sanitizer’s momentum to reach key audiences
Figure 42: Usage of hand cleansing products, any hand sanitizer (net), by age, November 2020
Add an element of fun to hand sanitizer to boost usage among Gen Z
Figure 43: Instagram post of Lemonhead LA’s Illuminizer Shimmering Hand Sanitizer
USAGE OF BATH PRODUCTS
While the growing need for self-care rituals benefits bath products…
Figure 44: Usage of any bath product (net), November 2017, December 2018-19 and November 2020
…most adults still prefer the convenience of shower routines
Figure 45: Usage of bath products, any bath product (net), November 2020
Figure 46: Instagram posts from Skintimate
Figure 47: Instagram post from Lush
Boost bath product usage among men 
Figure 48: Usage of bath products, any bath product (net), by gender, November 2020
Millennials are a prime target for bath brands 
Figure 49: Usage of bath products, any bath product (net), by age, November 2020
Skin benefits and fragrances drive bath product usage among Black adults
Figure 50: Usage of bath products, any bath product (net), by race and Hispanic origin, November 2020
ATTITUDES AND BEHAVIORS TOWARD SOAP, BATH AND SHOWER PRODUCTS
Brands that balance natural ingredients with efficacy claims will win in the longer term
Recent FDA warnings cause ingredient scrutiny in hand sanitizer space
Figure 51: Select attitudes and behaviors toward soap, bath and shower products, November 2020
Water-saving products are poised for growth
Figure 52: Behaviors toward water conservation, December 2019 and November 2020
Adults want benefits beyond cleansing
Figure 53: goop’s G.Day Ginger + Ashwagandha Energy Body Wash
Change young adults’ perception toward bar soap
Figure 54: Select attitudes and behaviors toward soap, bath and shower products, by age, November 2020
SHOPPING BEHAVIORS
Capture attention with influencers, scent and eco-conscious claims 
Figure 55: Instagram post from Kelley Flanagan
Figure 56: Shopping behaviors, November 2020
Figure 57: Instagram post of SOAPBOTTLE
INTEREST IN PRODUCT INNOVATIONS
Strong interest in innovations presents opportunities to boost sales 
Figure 58: Interest in select product innovations, November 2020
Get innovative with hand hygiene
Figure 59: Interest in hand hygiene innovations, November 2020
Figure 60: Instagram posts from Color Clean Soap, July 2020 and September 2020
Drive loyalty through customization
Figure 61: Interest in customized products, November 2020
Figure 62: Instagram post from Function of Beauty
Young adults want products that are good for them and the planet
Figure 63: Instagram post from Grove Collaborative
Figure 64: Interest in eco-friendly innovations, any interest (net), by age, November 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 65: Total US retail sales and forecast of soap, bath and shower products, at inflation-adjusted prices, 2015-25
Figure 66: Average household spending on soap, bath and shower products, by segment, 2015-25
Figure 67: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2018 and 2020
Figure 68: Total US retail sales and forecast of bar soap, at current prices, 2015-25
Figure 69: Total US retail sales and forecast of liquid body wash, at current prices, 2015-25
Figure 70: Total US retail sales and forecast of liquid hand soap, at current prices, 2015-25
Figure 71: Total US retail sales and forecast of bath fragrances/bubble bath, at current prices, 2015-25
Figure 72: Total US retail sales and forecast of hand sanitizers, at current prices, 2015-25
Figure 73: Total US retail sales of soap, bath and shower products, by channel, at current prices, 2015-20
Figure 74: Total US retail sales of soap, bath and shower products, by channel, at current prices, 2018 and 2020
APPENDIX – KEY PLAYERS
Figure 75: Multi-outlet sales of bar soap, by leading companies and brands, rolling 52 weeks 2019 and 2020
Figure 76: Multi-outlet sales of liquid body wash, by leading companies and brands, rolling 52 weeks 2019 and 2020
Figure 77: Multi-outlet sales of liquid hand soap, by leading companies and brands, rolling 52 weeks 2019 and 2020
Figure 78: Multi-outlet sales of bath fragrances/bubble bath, by leading companies and brands, rolling 52 weeks 2019 and 2020