Soap, Bath and Shower Products - US - August 2007

SCOPE AND THEMES
What you need to know
Definition
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Highlights
Market rebound driven by liquid soap products
Average prices per volume reflect segment dynamics
Older consumers and men get more attention
Supermarket dominates non-Wal-Mart FDM sales, especially for singles and males
Race/ethnicity determines purchasing habits
Soap is a popular gift
Future sees more targeted segmentation
MARKET DRIVERS
Movement to body washes accelerates
Pricing
Figure 1: Graph: FDM volume sold and average price per volume of liquid body soap, 2002-06
Appeal to men
Figure 2: Old Spice, Dial, and Softsoap body washes designed for men
Figure 3: Use of types of soap and bath products, by gender and household size, January-October 2006
An aging population of soap users
Figure 4: Growth of the U.S. population, by age, 2002-12
Figure 5: Projected five-year population growth (2007-12) and average bars of soap used per month,
New formulations from familiar brands
Figure 6: New products vs. range extensions for soap, bath, and shower products, 2002-07
Washing without water
Figure 7: FDM sales of liquid hand soap and hand sanitizers, 2002-06
MARKET SIZE AND TRENDS
Market size
Figure 8: U.S. FDM* sales of soap, bath, and shower products, at current and constant prices, 2002-07
Figure 9: Price per volume* of soap, bath, and shower products sold at FDM, by type, 2002-06
Figure 10: Graph: Indexed price per volume* of soap, bath, and shower products sold at FDM, by type, 2002-06
Wal-Mart estimate
Market trends
Figure 11: Top 10 new product claims for soap, bath, and shower products, 2002-07
Figure 12: Private label share of new product introductions for soap, bath, and shower products, 2002-07
MARKET SEGMENTATION
FDM
Figure 13: FDM* sales of soap, bath, and shower products, segmented by type, 2005 and 2007
Figure 14: Graph: FDM* sales of soap, bath, and shower products, by type, 2007
Figure 15: Indexed FDM* sales of soap, bath, and shower products, by segment, 2002-07
Liquid body soap
Figure 16: FDM* sales of liquid body soap, at current and constant prices, 2002-07
Non-deodorant bar soap
Figure 17: FDM* sales of non-deodorant bar soap, at current and constant prices, 2002-07
Figure 18: New non-deodorant moisturizing bar soaps from Dial and Dove breath life into the segment
Liquid hand soap
Figure 19: FDM* sales of liquid hand soap, at current and constant prices, 2002-07
Deodorant bar soap
Figure 20: FDM* sales of deodorant bar soap, at current and constant prices, 2002-07
Bath products
Figure 21: FDM* sales of bath products, at current and constant prices, 2002-07
SUPPLY STRUCTURE
 COMPANIES AND BRANDS
Figure 22: Manufacturer FDM* sales of bath, soap, and shower products in the U.S., 2005 and 2006
Liquid body soap
Figure 23: Manufacturer brand FDM* sales of liquid body soap in the U.S., 2005 and 2006
Non-deodorant bar soap
Figure 24: Manufacturer brand FDM* sales of non-deodorant bar soap in the U.S., 2005 and 2006
Deodorant bar soap
Figure 25: Manufacturer brand FDM* sales of deodorant bar soap in the U.S., 2005 & 2006
Figure 26: Irish Spring (Colgate-Palmolive) deodorant bar soap leads, but its segment declines
Liquid hand soap
Figure 27: Manufacturer brand FDM* sales of liquid hand soap in the U.S., 2005 and 2006
Figure 28: Upstart manufacturer Method doubles sales in liquid hand soap in 2005-06
Bath products
Figure 29: Manufacturer brand FDM* sales of bath products in the U.S., 2005 and 2006
ADVERTISING AND PROMOTION
Introduction
Targeting women
Dove (Unilever)
Figure 30: Dove – Self Esteem Fund (May 2006)
Figure 31: Dove – Cream Bar Soap (May 2007)
Figure 32: Dove – Cream Oil Body Wash (February 2007)
Suave (Unilever)
Olay (P&G)
Figure 33: Olay Radiance Ribbons Body Wash – Deep End of Moisture (February 2007)
Figure 34: Olay Age-Defying Body Wash – Time Off (June 2007)
Caress (Unilever)
Figure 35: Caress Exotic Oil Infusions Body Wash – Fairy Tales (April 2007)
Softsoap (Unilever)
Figure 36: Softsoap Nutra-Oil Body Wash – Silky Dress (April 2007)
Targeting men
Axe (Unilever)
Figure 37: Axe Shower Gel – Rolling Couple (December 2006)
Old Spice (Procter & Gamble)
Figure 38: Old Spice – Wrestlers on the Mat (June 2007)
Irish Spring (Colgate-Palmolive)
Figure 39: Irish Spring Body Wash – Irish Women at the Spring (July 2007)
Dial for Men (Henkel)
Figure 40: Dial for Men Body Wash – For Your Mansuit (January 2007)
Targeting kids
Johnson’s (J&J)
Figure 41: Johnson’s Moisture Care Body Wash – Baby in the Bath (February 2006)
Huggies (Kimberly Clark)
Figure 42: Huggies Clean Team – Boy Washes Himself (June 2006)
Other brands
AVEENO (Johnson & Johnson)
Figure 43: AVEENO – Stress Relief (March 2006)
Method
RETAIL DISTRIBUTION
Introduction
Figure 44: U.S. FDM* sales of soap, bath, and shower products, by channel, 2005 and 2007
Figure 45: Share of FDM* sales of soap, bath, and shower products, by channel, 2001-07
Figure 46: FDM* share, average price per volume, and volume per unit of soap products, by type of soap, 2006
Supermarkets
Figure 47: U.S. supermarket sales of soap, bath & shower products, at current and constant prices, 2002-07
Mass merchandisers
Figure 48: U.S. mass merchandiser* sales of soap, bath & shower products, at current and constant prices, 2002-07
Drug stores
Figure 49: U.S. drug store sales of soap, bath & shower products, at current and constant prices, 2002-07
Other channels
Figure 50: Where soap is purchased, July 2007
Specialty shops
THE CONSUMER
Introduction
Summary
Body wash penetration
Identification with types of soap
Rate of usage
Importance of point of sale
Distribution channels
Soap as a gift
Race/ethnicity
Appeal to older consumers
Usage of different soap products
Figure 51: Use of types of soap and bath products, January-October 2006
Figure 52: Use of types of soap and bath products, by gender and household size, January-October 2006
Figure 53: Soap and bath products purchased, by gender, July 2007
Figure 54: Soap and bath products purchased, by age, July 2007
Figure 55: Soap and bath products purchased, by household income, July 2007
Figure 56: Soap and bath products purchased, by presence of children in the household, July 2007
Types of bar soap
Figure 57: Types of bar soap used, January-October 2006
Figure 58: Types of bar soap used in single-person households, by gender, January-October 2006
Figure 59: Types of bar soap used, by age, January-October 2006
Figure 60: Types of bar soap used, by presence of children in the household, January-October 2006
Rate of bar soap usage
Figure 61: Rate of bar soap usage, January-October 2006
Figure 62: Rate of bar soap usage, by age, January-October 2006
Figure 63: Rate of bar soap usage, by number of people in the household, January-October 2006
Most frequently purchased soap brands
Figure 64: Most frequently purchased soap brands, July 2007
Figure 65: Most frequently purchased soap brands, by gender, July 2007
Figure 66: Most frequently purchased soap brands, by household income, July 2007
Figure 67: Most frequently purchased bar soap brands, by users of specific types of soap, January-October 2006
Figure 68: Second-most frequently purchased soap brands, by brand purchased most often, July 2007
Attitudes toward soap products
Figure 69: Attitudes toward soap products, by gender, July 2007
Figure 70: Attitudes toward soap products, by age, July 2007
Figure 71: Attitudes toward soap products, by household income, July 2007
Figure 72: Attitudes toward soap products, by presence of children in the household, July 2007
Where soap is purchased
Figure 73: Where soap is purchased, July 2007
Figure 74: Where soap is purchased, by gender and marital status, July 2007
Figure 75: Where soap is purchased, by presence of children in the household, July 2007
Soap products purchased as gifts
Figure 76: Soap products as gifts, by gender, July 2007
Figure 77: Soap products as gifts, by household income, July 2007
Figure 78: Soap products as gifts, by presence of children in the household, July 2007
Figure 79: Where soap is purchased as a gift, July 2007
Figure 80: Where soap is purchased as a gift, by gender, July 2007
Figure 81: Where soap is purchased as a gift, by household income, July 2007
 RACE/ETHNICITY
Figure 82: Soap and bath products purchased, by race/ethnicity, July 2007
Figure 83: Types of bar soap used, by race/ethnicity, January-October 2006
Figure 84: Rate of bar soap usage, by race/ethnicity, January-October 2006
Figure 85: Attitudes toward soap products, by race/ethnicity, July 2007
Figure 86: Where soap is purchased, by race/ethnicity, July 2007
Figure 87: Soap products as gifts, by race/ethnicity, July 2007
Figure 88: Soap products as gifts, by race/ethnicity and gender, July 2007
Figure 89: Where soap is purchased as a gift, by race/ethnicity, July 2007
FUTURE AND FORECAST
 FUTURE TRENDS
Further consumer segmentation
Race/ethnicity
Figure 90: Population by race and Hispanic origin, 2002-12
Organic ingredients
Upscale packaging
Figure 91: Interesting packaging examples in soap and bath products
Combination hair and body wash
 MARKET FORECAST
Soap, bath and shower products market
Figure 92: Forecast of total U.S. FDM sales of soap, bath, and shower products, at current and constant prices, 2007-12
Liquid body soap
Figure 93: Forecast of U.S. fdm sales of liquid body soap, at current and constant prices, 2007-12
Non-deodorant bar soap
Figure 94: Forecast of U.S. fdm sales of non-deodorant bar soap, at current and constant prices, 2007-12
Liquid hand soap
Figure 95: Forecast of U.S. fdm sales of liquid hand soap, at current and constant prices, 2007-12
Deodorant bar soap
Figure 96: Forecast of U.S. fdm sales deodorant bar soap, at current and constant prices, 2007-12
Bath products
Figure 97: Forecast of U.S. fdm sales of bath products, at current and constant prices, 2007-12
Forecast factors
APPENDIX: TRADE ASSOCIATIONS