Soap, Bath and Shower Products - UK - February 2017

OVERVIEW
What you need to know
Products covered in this Report
Excluded
EXECUTIVE SUMMARY
The market
A market in decline
Figure 1: Best- and worst-case forecast for UK retail value sales of soap, bath and shower products, 2011-21
Companies and brands
Competitive pricing challenges leading brands
Figure 2: Brand shares in the UK soap market, year ending November 2016
Figure 3: Brand shares in the UK bath and shower market, year ending November 2016
Product development under pressure
Figure 4: New product development in the soap, bath, and shower category, by product type, 2014-16
The consumer
Decline in product usage
Figure 5: Usage of soap, bath, and shower products, October 2015 and November 2016
Bathing continues to fall from favour
Figure 6: Change in frequency of bath, shower and hand-cleansing routines, November 2016
Young men become more invested with bathroom routine
Figure 7: Change in frequency of additional bathing/showering routines, November 2016
Hygiene and appearance are top concerns
Figure 8: Washing and bathing behaviours, November 2016
Convenience is a priority
Figure 9: Interest in innovations in soap, bath, and shower products, November 2016
Bathing/showering seen as a stress reliever
Figure 10: Attitudes towards soap, bath, and shower products, November 2016
What we think
ISSUES AND INSIGHTS
Increasing interest in bathing amongst a young audience
The facts
The implications
Engaging young men with the SBS category
The facts
The implications
A focus on hand washing offers new opportunities
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
A declining market
Value sales of soap buck the downward trend
Savvy shopping continues to shape the market
Meeting the challenges of an ageing population
Countering rising stress levels
The impact of new legislation
MARKET SIZE AND FORECAST
A market in decline
Figure 11: UK retail value sales of soap, bath and shower products, at current and constant prices, 2011-21
Market expected to struggle to grow
Figure 12: Best- and worst-case forecast for UK retail value sales of soap, bath and shower products, 2011-21
Forecast methodology
The impact of the EU referendum vote
Figure 13: Alternative market scenarios for the post-Brexit soap, bath and shower market, at current prices, 2016-21
Figure 14: Detailed post-Brexit scenarios for the soap, bath and shower market, at current prices, 2016-21
SBS products are still essential
MARKET SEGMENTATION
Value sales of soap buck downward trend
Figure 15: UK retail value sales of soap, bath and shower products, by segment, 2015-16 (est)
Sales of bath products stagnate
CHANNELS TO MARKET
Savvy shopping continues to shape the retail landscape
Figure 16: UK retail value sales of soap, bath, and shower products, by retail channel, 2015 and 2016
Retail innovations boost sales through ‘other’ channels
MARKET DRIVERS
Ageing population provides challenges and opportunities
Figure 17: Trends in the age structure of the UK population, 2011-21
Figure 18: Ethical factors considered when shopping, by age, May 2015
Influence of discount stores
Figure 19: Frequency of shopping at discounters, June 2016
Benefiting the skin
Figure 20: Skin concerns experienced regularly in the last 12 months, by age, March 2016
Countering rising stress levels
Figure 21: Repertoire of causes of stress over last 12 months, October 2016
Legislative developments
Ban on microbeads to alter product ingredients
The end of anti-bacterial soap?
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Competitive pricing challenges leading brands
Skin-caring formulations as an opportunity for growth
Unilever drives down advertising spend
Dove excels in brand metrics
Lush benefits from fun and vibrant image
MARKET SHARE
Carex maintains its lead for soap products
Figure 22: Brand shares in the UK soap market, years ending November 2015 and 2016
Imperial Leather and NIVEA see a sharp decline in bath and shower
Figure 23: Brand shares in the UK bath and shower market, years ending November 2015 and 2016
LAUNCH ACTIVITY AND INNOVATION
Product development under pressure
Figure 24: New product development in the soap, bath, and shower category, by product type, 2014-16
Figure 25: Examples of new soap, bath, and shower launches with seasonal claims, 2015-16
Decline in true innovation
Figure 26: New product development in the soap, bath, and shower category, by launch type, 2014-16
Branded products increase share of new product development
Figure 27: New product development in the soap, bath, and shower category, own-label vs branded, 2014-16
Waitrose brand focuses on scent
Figure 28: New product development in the soap, bath, and shower category, top 5 ultimate companies plus other, 2016
Figure 29: Examples of new soap, bath, and shower launches from Waitrose (John Lewis Partnership), 2015-16
Botanical/herbal claims continue to dominate
Figure 30: New product development in the soap, bath, and shower category, by top 10 claims for 2015 and 2016
Figure 31: Examples of soap, bath and shower product launches with botanical/herbal claims, 2015-16
Taking care of the skin
Figure 32: Examples of soap, bath and shower product launches with moisturising claims, 2015-16
ADVERTISING AND MARKETING ACTIVITY
Unilever drives down advertising spend
Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath, and shower products, 2014-16
Outdoor advertising shows promise
Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath and shower products, by media type, 2014-16
Figure 35: Baylis & Harding associate with The Great British Bake-Off, August 2016
In-store activities as an advertising tool
Johnson & Johnson returns with big push on adspend
Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath, and shower products, by top 5 companies plus other, 2016
Unilever significantly reduces advertising spend
Figure 37: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath, and shower products, by product type, 2015-16
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 38: Attitudes towards and usage of selected brands, December 2016
Key brand metrics
Figure 39: Key metrics for selected brands, December 2016
Brand attitudes: Dove is associated with confidence and care
Figure 40: Attitudes, by brand, December 2016
Brand personality: Lush is fun and vibrant
Figure 41: Brand personality – Macro image, December 2016
Pears and Radox are both basic
Figure 42: Brand personality – Micro image, December 2016
Brand analysis
Dove offers high quality and value
Figure 43: User profile of Dove, December 2016
Lush is a fun and vibrant brand
Figure 44: User profile of Lush, December 2016
Radox has broad usage while also being considered accessible
Figure 45: User profile of Radox, December 2016
Original Source appeals to women
Figure 46: User profile of Original Source, December 2016
Molton Brown not seen as offering good value
Figure 47: User profile of Molton Brown, December 2016
Pears users are older
Figure 48: User profile of Pears, December 2016
THE CONSUMER – WHAT YOU NEED TO KNOW
Decline in products used
Bathing continues to fall from favour
Young men become more invested with bathroom routine
Hygiene is a top concern…
…but appearance is also important
Seasons influence the bathroom routine
Packaging convenience in high demand
Demand for long-lasting fragrance and sensorial experiences
Bathing/showering seen as a stress reliever
PRODUCT USAGE
Product usage in decline
Figure 49: Usage of soap, bath, and shower products, October 2015 and November 2016
Solid bath products maintain popularity
A focus on packaging convenience could tempt men
Figure 50: Repertoire of soap, bath, and shower products used in the last six months, by gender, November 2016
CHANGES TO BATHROOM ROUTINES
22% are bathing less
Figure 51: Change in frequency of bath, shower and hand-cleansing routines, November 2016
Hand hygiene under greater scrutiny
Young men becoming more invested with bathroom routine
Figure 52: Change in frequency of additional bathing/showering routines, November 2016
LIFESTYLE AND BATHROOM ROUTINE
Hygiene is top concern
Figure 53: Washing and bathing behaviours, November 2016
Appearance is important
Seasons can influence the bathroom routine
Time- and money-saving a priority
INTEREST IN INNOVATION
People want convenience
Figure 54: Interest in innovations in soap, bath, and shower products, November 2016
Desire for long-lasting fragrance is high
Demand for products that offer a more sensorial experience
ATTITUDES TOWARDS SOAP, BATH AND SHOWER PRODUCTS
Bathing/showering to relieve stress
Figure 55: Attitudes towards soap, bath, and shower products, November 2016
Older people stick with what they know
Baby care products appeal to adults
Promoting skincare benefits as more than ‘just a gimmick’
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology