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Soap, Bath and Shower Products - US - October 2009

SCOPE AND THEMES
What you need to know
Definition
Data sources and methodology
Sales data
Consumer survey data
Advertising clips
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Market at a glance
Liquid body wash leads the way as the top segment in sales
Category sales concentrated among five main players
Supermarkets outpace other retail channels
Fear of H1N1 virus driving sales of certain products
Unilever still leads liquid body wash
Usage, attitudes and motivations
INSIGHTS AND OPPORTUNITIES
Enable value-conscious consumers
Using whatever means possible to reach customers
Take consumers’ needs into account
INSPIRE INSIGHTS
Fstr and hypr
What we’ve seen
Customizing your shower
MARKET SIZE AND FORECAST
Key points
Trading down still prevalent
Market size and trends
Figure 1: U.S. FDMx sales of soap, bath and shower products, at current prices, 2004-14
Figure 2: U.S. FDMx sales of soap, bath and shower products, at inflation-adjusted prices, 2004-14
Walmart sales
COMPETITIVE CONTEXT
Skin and bath care converge
Moisture from within
Walmart takes HBC online
SEGMENT PERFORMANCE
Key points
Consumers focus on the necessities
Figure 3: FDMx sales of soap, bath and shower products, by segment, 2007 and 2009
SEGMENT PERFORMANCE—LIQUID BODY WASH
Key points
Liquid body wash the star of the soap, bath and shower category
Sales and forecast—liquid body wash
Figure 4: U.S. FDMx sales and forecast of liquid body wash, at current prices, 2004-14
SEGMENT PERFORMANCE—NON-DEODORANT BAR SOAP
Key points
Sales steady for traditional soap products
Sales and forecast—non-deodorant bar soap
Figure 5: U.S. FDMx sales and forecast of non-deodorant bar soap, at current prices, 2004-14
SEGMENT PERFORMANCE—LIQUID HAND SOAP
Key points
Liquid hand soap a bright spot in soap, bath and shower category
Sales and forecast—liquid hand soap
Figure 6: U.S. FDMx sales and forecast of liquid hand soap, at current prices, 2004-14
SEGMENT PERFORMANCE—DEODORANT BAR SOAP
Key points
Consumers returning to the basics
Sales and forecast—deodorant bar soap
Figure 7: U.S. FDMx sales and forecast of deodorant bar soap, at current prices, 2004-14
SEGMENT PERFORMANCE—BATH FRAGRANCE/BUBBLE BATH
Key points
Bath fragrance/bubble bath falling by the wayside
Sales and forecast—bath fragrance/bubble bath
Figure 8: U.S. FDMx sales and forecast of bath fragrance/bubble bath, at current prices, 2004-14
SEGMENT PERFORMANCE—SCRUBBERS/MASSAGERS
Key points
Scrubbers/massagers a casualty of the economy
Sales and forecast—scrubbers/massagers
Figure 9: U.S. FDMx sales and forecast of scrubbers/massagers, at current prices, 2004-14
RETAIL CHANNELS
Key points
Supermarkets hold their own against “other” channels
Figure 10: U.S. FDMx sales of soap, bath and shower products, by retail channel, 2007 and 2009
SUPERMARKETS
Key points
An exception for supermarkets in the personal care aisles
Figure 11: Supermarket sales of soap, bath and shower products, 2004-09
ALL OTHER CHANNELS
Key point
Other channels maintain the status quo
Figure 12: Other store sales of soap, bath and shower products, 2004-09
MARKET DRIVERS
Consumers redefine what they consider staples
Fear of H1N1 virus driving sales of certain products
Multifunctional products sought out by consumers
LEADING COMPANIES
Key points
Recession having an impact on consumer goods manufacturers
Figure 13: FDMx sales of soap, bath and shower products, by leading manufacturers, 2008 and 2009
BRAND SHARE—LIQUID BODY WASH
Key points
Giving consumers what they want
Brand sales—liquid body wash
Figure 14: FDMx brand sales of liquid body wash in the U.S., 2008 and 2009 (part one)
Figure 15: FDMx brand sales of liquid body wash in the U.S., 2008 and 2009 (part two)
BRAND SHARE—NON-DEODORANT BAR SOAP
Key points
Are consumers playing favorites?
Brand sales—non-deodorant bar soap
Figure 16: FDMx brand sales of non-deodorant bar soap in the U.S., 2008 and 2009
BRAND SHARE—LIQUID HAND SOAP
Key points
Liquid soap viewed as a commodity
Brand sales—liquid hand soap
Figure 17: FDMx brand sales of liquid hand soap in the U.S., 2008 and 2009
BRAND SHARE—DEODORANT BAR SOAP
Key points
Sticking to the basics
Brand sales—deodorant soap
Figure 18: FDMx brand sales of deodorant soap in the U.S., 2008 and 2009
BRAND SHARE—BATH FRAGRANCE/BUBBLE BATH
Key points
An occasional indulgence
Brand sales—bath fragrance/bubble bath
Figure 19: FDMx brand sales of bath fragrance/bubble bath in the U.S., 2008 and 2009
BRAND SHARE—BODY SCRUBBERS
Key points
Body scrubbers not necessarily a must-have for consumers
Brand sales—body scrubbers
Figure 20: FDMx brand sales of body scrubbers in the U.S., 2008 and 2009
BRAND QUALITIES
Nivea
Dial
Irish Spring
INNOVATION AND INNOVATORS
Key points
Enticing new fragrances and scents
The science of cleanliness
Stress relief for harried consumers
Fruit and spice formulations are popular
Seeking attention
ADVERTISING AND PROMOTION
Overview
Dial Antioxidant Body Wash
Figure 21: Television ad Dial Antioxidant Cranberry Body Wash, 2009
Dove Go Fresh Body Wash
Figure 22: Television ad Dove Go Fresh Body Wash, 2008
Irish Spring Hair & Body
Figure 23: Television ad Irish Spring, 2009
Nivea for Men Active 3
Figure 24: Television ad Nivea for Men, 2009
Olay Body Wash Plus Spa Exfoliating Ribbons
Figure 25: Television ad Olay Body Wash, 2009
Softsoap Ensembles
Figure 26: Television ad Softsoap Ensembles, 2008
USAGE OF SOAP, BATH AND SHOWER PRODUCTS
Overall usage
Figure 27: Use of bar soap, liquid hand soap and body wash, by gender and age, July/August 2009
Figure 28: Use of bar soap, liquid hand soap and body wash, by region, February 2008-March 2009
Moisturizing soap the most used type
Figure 29: Type of bar soap used, by gender, February 2008-March 2009
Figure 30: Type of bar soap used, by age, February 2008-March 2009
Preferred soap brands
Figure 31: Brands of soaps used, by gender and age, July/August 2009
Preferred bar soap brands
Figure 32: Brands of bar soaps used in household, by gender and age, February 2008-March 2009
Preferred liquid hand soap brands
Figure 33: Brands of liquid hand soap used in household, by gender and age, February 2008-March 2009
Body wash brands preferred
Figure 34: Brands of body wash used in household, by gender and age, February 2008-March 2009
POINT OF PURCHASE
Where bar soap was purchased
Figure 35: Where people buy bar soap, by gender and age, July/August 2009
Figure 36: Where people buy bar soap, by region, July/August 2009
Where liquid hand soap was purchased
Figure 37: Where people buy liquid hand soap, by gender and age, July/August 2009
ATTITUDES AND MOTIVATIONS
Purchasing behavior in general
Figure 38: Purchasing behavior for soap/body wash, by gender and age, July/August 2009
Purchases as gifts
Figure 39: Purchases as gifts, by gender and age, July/August 2009
IMPACT OF RACE/HISPANIC ORIGIN
 USAGE OF SOAP, BATH AND SHOWER PRODUCTS
Overall usage
Figure 40: Use of bar soap, liquid hand soap and body wash, by race/Hispanic origin, February 2008-March 2009
 POINT OF PURCHASE
Where bar soap was purchased
Figure 41: Where people buy bar soap, by race/Hispanic origin, July/August 2009
Where liquid hand soap was purchased
Figure 42: Where people buy liquid hand soap, by race/Hispanic origin, July/August 2009
 ATTITUDES AND MOTIVATIONS
Purchasing behavior in general
Figure 43: Purchasing behavior for soap/body wash, by race/Hispanic origin, July/August 2009
Preferred bar soap brands
Figure 44: Brands of bar soaps used in household, by race/Hispanic origin, February 2008-March 2009
CLUSTER ANALYSIS
Barred-Ups
Thrifties
Gifters
Cluster characteristics
Figure 45: Soap clusters, July/August 2009
Figure 46: Use of bar soap, liquid hand soap, body wash, or bubble bath, by soap clusters, July/August 2009
Figure 47: Brands of soap/body wash brands used most often by household, by soap clusters, July/August 2009
Figure 48: Purchasing behavior for soap/body wash, by soap clusters, July/August 2009
Figure 49: Purchased soap/bath products as gifts, by soap clusters, July/August 2009
Figure 50: Received soap/bath products as gifts, by soap clusters, July/August 2009
Cluster demographics
Figure 51: Soap clusters, by gender, July/August 2009
Figure 52: Soap clusters, by age, July/August 2009
Figure 53: Soap clusters, by household income, July/August 2009
Figure 54: Soap clusters, by race, July/August 2009
Figure 55: Soap clusters, by Hispanic origin, July/August 2009
Cluster methodology
CUSTOM CONSUMER GROUPS
Purchasing behavior in general
Figure 56: Purchasing behavior for soap/body wash, by marital status and presence of children, July/August 2009
Figure 57: Purchasing behavior for soap/body wash, by gender and presence of children, July/August 2009
Purchases as gifts
Figure 58: Purchases as gifts, by marital status and presence of children, July/August 2009
Figure 59: Purchases as gifts, by gender and presence of children, July/August 2009
Where bar soap was purchased
Figure 60: Where people buy bar soap, by gender and presence of children, July/August 2009
IRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
 SOAP—US
 OVERVIEW OF SOAP
 LIQUID BODY WASH
Brand map
Figure 61: Brand map, selected brands of liquid body wash, buying rate by household penetration, 2008*
Brand leader characteristics
Key purchase measures
Figure 62: Key purchase measures for the top brands of liquid body wash, by household penetration, 2008*
 LIQUID HAND SOAP
Brand map
Figure 63: Brand map, selected brands of liquid hand soap, buying rate, by household penetration, 2008*
Brand leader characteristics
Key purchase measures
Figure 64: Key purchase measures for the top brands of liquid hand soap, by household penetration, 2008*
 NON-DEODORANT BAR SOAP
Brand map
Figure 65: Brand map, selected brands of non-deodorant bar soap, buying rate, by household penetration, 2008*
Brand leader characteristics
Key purchase measures
Figure 66: Key purchase measures for the top brands of non-deodorant bar soap, by household penetration, 2008*
 DEODORANT BAR SOAP
Brand map
Figure 67: Brand map, selected brands of deodorant bar soap, buying rate, by household penetration, 2008*
Brand leader characteristics
Key purchase measures
Figure 68: Key purchase measures for the top brands of deodorant bar soap, by household penetration, 2008*
APPENDIX: OTHER USEFUL CONSUMER TABLES
Brands used/preferred
Figure 69: Brands of bar soap used in household, by household income, February 2008-March 2009
Figure 70: Brands of liquid hand soap used in household, by household income, February 2008-March 2009
Where liquid body wash was purchased
Figure 71: Where people buy liquid body wash, by gender and age, July/August 2009
Where bubble bath or bath oil was purchased
Figure 72: Where people buy bubble bath or bath oil, by gender and age, July/August 2009
Figure 73: Purchasing behavior for soap/body wash, by household income, July/August 2009
Moisturizing soap the preferred type
Figure 74: Type of bar soap used in household, by race/Hispanic origin, February 2008-March 2009
Where liquid body wash was purchased
Figure 75: Purchase location of liquid body wash, by gender and age, July/August 2009
Purchases as gifts
Figure 76: Purchases as gifts, by race/Hispanic origin, July/August 2009
APPENDIX: TRADE ASSOCIATIONS

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