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Soap, Bath and Shower Products - UK - April 2011

INTRODUCTION
Definition
Excluded
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best and worst case forecast sales of soap, bath and shower products, 2005-15
Growth in population fails to support market value
Shower category dominates
Market factors
Special offers
Demographics
Growing interest amongst men
Swine flu and hand hygiene
Stress therapy
Companies, brands and innovation
Figure 2: Manufacturers’ shares in UK retail value sales of soap, bath and shower products, 2010
Sara Lee is market leader
Innovation centred around de-stressing and relaxing or energising
The consumer
Figure 3: Impact of recession on shopping habits for bath and shower products, February 2011
Bargain hunting and down-trading in the recession
Out with the old, in with the new
What we think
ISSUES IN THE MARKET
Has the recession and the poor current economic climate affected sales and consumers’ shopping behaviour with regard to soap, bath and shower products?
How are the leading brands faring against rising competition from own-label, and also against uncertainties in the economy due to the recession?
What are the product attributes that soap, bath and shower manufacturers should focus on, in order to better meet consumers’ needs in this category?
Is there room for more product segmentation in this market?
Is the environment still a consumer concern?
FUTURE OPPORTUNITIES
 TREND: GREENFLUENCERS
 TREND: MOOD FROM FOOD
INTERNAL MARKET ENVIRONMENT
Key points
Recession fuels demand for in-home treatments
Focus on men
The impact of swine flu
Influence of attitudes towards appearance
Figure 4: Trends in attitudes towards personal appearance, by gender, 2006-10
Skin complaints
Figure 5: Trends in incidence of skin complaints and stress in last 12 months, 2006-10
Attitudes towards quality
Figure 6: Trends in level of receptiveness to quality, 2006-10
Changes to safety regulations in cosmetics industry
Animal testing
BROADER MARKET ENVIRONMENT
Key points
Importance of bargains
Figure 7: Changing grocery shopping habits, January 2009-February 2011
Looking for more value from toiletries
Figure 8: GDP, PDI and consumer expenditure, at current prices, 2005-15
Influence of changes in demographic profile of population
Figure 9: Trends in the age structure of the UK population, by gender, 2005-15
Travel products
Figure 10: Number of overseas visits by UK residents, by region visited, 2005-09
WHO’S INNOVATING?
Key points
Leading innovators
Figure 11: New product activity in soap, bath and shower products, by company, 2008-10
Importance of botanical/herbal ingredients
Figure 12: New product launches in soap, bath and shower products, by product claim, 2010
Downturn in economy buoys own-label
Figure 13: New product launches in soap, bath and shower products, branded vs. own-label, 2008-10
Seasonal and limited editions
Aromatic
Inspiration from around the world
Food as an ingredient
Products for men
Humour
Anti-ageing
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
COMPETITIVE CONTEXT
Key points
Women’s grooming habits
Figure 14: Trends in usage of selected toiletries, top ten – women, 2006-10
Men’s grooming habits
Figure 15: Trends in usage of selected toiletries, top ten – men, 2006-10
The beauty market
Figure 16: UK retail value sales of selected cosmetics and toiletries, 2005-09
MARKET SIZE AND FORECAST
Key points
Figure 17: UK retail value sales of soap, bath and shower products, at current and constant prices, 2005-15
Special offers boost SBS volumes but slow down value growth
Future of the market
Forecast
Figure 18: Best- and worst-case forecast value sales of soap, bath and shower products, 2005-15
SEGMENT PERFORMANCE
Key points
Sector performance
Figure 19: UK retail value sales of soap, bath and shower products, by sector, at current prices, 2005-15
Sector split by target audience
Figure 20: UK retail value sales of soap, bath and shower products, by target audience, 2008-10
MARKET SHARE
Key points
Figure 21: Manufacturers’ shares in value sales of soap, bath and shower products, 2008-10
COMPANIES AND PRODUCTS
Beiersdorf
Figure 22: Financial performance of Beiersdorf in the UK, 2008 and 2009
Colgate-Palmolive
Figure 23: Financial performance of Colgate-Palmolive in the UK, 2008 and 2009
Figure 24: New products launched by Colgate-Palmolive in the UK soap, bath and shower products market, 2010
Johnson & Johnson
Figure 25: Financial performance of J&J in the UK, 2008 and 2009
Procter & Gamble
PZ Cussons
Figure 26: New products launched by PZ Cussons in the UK soap, bath and shower products market, 2010
Sara Lee
Figure 27: New products launched under the Radox brand in the UK, 2010
Unilever
Figure 28: New products launched by Unilever in the UK soap, bath and shower products market, 2010
BRAND COMMUNICATION AND PROMOTION
Key points
Total adspend in the soap, bath and shower market
Figure 29: Topline adspend in the soap, bath and shower market, 2006-10
Total adspend in soap, bath and shower products by category
Figure 30: Topline adspend on soap, bath and shower products, by sector, January-October 2010
Adspend on soap, bath and shower products by company
Figure 31: Highest-spending companies in adspend in the soap, bath and shower market, January-October 2010
CHANNELS TO MARKET
Key points
Distribution
Figure 32: Retail sales of soap, bath and shower products, by outlet type, 2008-10
Grocers dominate
Trust in Boots
Independent pharmacies are disadvantaged
THE CONSUMER – USE OF SOAP, BATH AND SHOWER PRODUCTS
Key points
Trends in usage
Figure 33: Usage of soap, bath and shower products, by gender, 2010
Bath additives
Figure 34: Trends in usage of bath oils/liquids/additives, by gender, 2008-10
Shower products
Figure 35: Trends in usage of shower gels/cream/body wash, by gender, 2008-10
Bar soap
Figure 36: Trends in usage of bar of soap, by gender, 2008-10
Liquid soap
Figure 37: Trends in usage of liquid soap/handwash, by gender, 2008-10
THE CONSUMER – PRICE CONSUMERS PAY FOR SOAP, BATH AND SHOWER PRODUCTS
Key points
Price consumers are willing to pay for soap, bath and shower products
Figure 38: Soap, bath and shower products bought in last six months and price normally paid, February 2011
Attributes looked for by price paid
Figure 39: Attributes looked for when buying shower products, by price paid for them, February 2011
Figure 40: Attributes looked for when buying bath products, by bath products bought and price paid for them in the last six months, February 2011
Attitudes to soap, bath and shower products by price paid
Figure 41: Attitudes towards shower products bought and price paid for them in the last six months, February 2011
Figure 42: Attitudes towards bath products bought and price paid for them in the last six months, February 2011
Changes in shopping habits after the recession by price paid
Figure 43: Change in shopping habits after the recession by shower products bought and price paid for them
Figure 44: Change in shopping habits after the recession by bath products bought and price paid for them
THE CONSUMER – ATTRIBUTES LOOKED FOR IN SOAP, BATH AND SHOWER PRODUCTS
Key points
Figure 45: Attributes consumers look for when buying soap, bath and shower products, February 2011
THE CONSUMER – ATTITUDES TOWARDS SOAP, BATH AND SHOWER PRODUCTS
Key points
Figure 46: Consumer attitudes towards shower and bath products, February 2011
Out with the old, in with the new
Recycling
Showers are better suited to the environment
Checking the ingredients
Demand for organic
THE CONSUMER – IMPACT OF RECESSION ON SHOPPING FOR SOAP, BATH AND SHOWER PRODUCTS
Key points
Bargain hunters
Trading down
Business as usual
Striving for efficiency
TARGET GROUPS
Key points
‘Splashing Out’ Consumers (32%)
‘Bubble Bursts’ Consumers (32%)
‘Promotion Chasing’ Consumers (32%)
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 47: Attitudes towards personal appearance – men, by demographics, 2010
Figure 48: Attitudes towards personal appearance – women, by demographics, 2010
Figure 49: Skin complaints suffered from in the last four weeks, by demographics, 2010
Figure 50: Skin complaints suffered from in the last 12 months, by demographics, 2010
Figure 51: Level of receptiveness to quality, by demographics, 2010
APPENDIX – BROADER MARKET ENVIRONMENT
Figure 52: Trends in number of bathrooms in the home, 2006-10
Figure 53: UK child population, by age, 2005-15
APPENDIX – MARKET SIZE AND FORECAST
Figure 54: Best- and worst-case forecasts for soap, bath and showers, 2010-15
APPENDIX – USE OF SOAP, BATH AND SHOWER PRODUCTS
Figure 55: Usage of bath liquids/oils/salts – men, by demographics, 2010
Figure 56: Usage of bath liquids/oils/salts – women, by demographics, 2010
Figure 57: Usage of shower gels/cream/body wash – men, by demographics, 2010
Figure 58: Usage of shower gels/cream/body wash – women, by demographics, 2010
Figure 59: Usage of bars of soap – men, by demographics, 2010
Figure 60: Usage of bars of soap – women, by demographics, 2010
Figure 61: Usage of liquid soap/handwash – men, by demographics, 2010
Figure 62: Usage of liquid soap/handwash – women, by demographics, 2010
APPENDIX – PRICE CONSUMERS PAY FOR SOAP, BATH AND SHOWER PRODUCTS
Figure 63: Products bought and price paid for them in the last six months, February 2011
Figure 64: Liquid hand soap bought and price paid for them in the last six months, by demographics, February 2011
Figure 65: Bar soap bought and price paid for them in the last six months, by demographics, February 2011
Figure 66: Shower gel, cream, body wash bought and price paid for them in the last six months, by demographics, February 2011
Figure 67: Bath gel, cream etc bought and price paid for them in the last six months, by demographics, February 2011
Figure 68: Combined hair and body wash bought and price paid for them in the last six months, by demographics, February 2011
Figure 69: Hand sanitisers bought and price paid for them in the last six months, by demographics, February 2011
Figure 70: Attributes looked for when buying shower products, by shower products bought and price paid for them in the last six months, February 2011
Figure 71: Attributes looked for when buying bath products, by bath products bought and price paid for them in the last six months, February 2011
Figure 72: Attitudes towards shower and bath products, by shower products bought and price paid for them in the last six months, February 2011
Figure 73: Attitudes towards shower and bath products, by bath products bought and price paid for them in the last six months, February 2011
Figure 74: Change in shopping habits after recession, by shower products bought and price paid for them in the last six months, February 2011
Figure 75: Change in shopping habits after recession, by bath products bought and price paid for them in the last six months, February 2011
APPENDIX – ATTRIBUTES LOOKED FOR I SOAP, BATH AND SHOWER PRODUCTS
Figure 76: Attributes looked for when buying shower products/bath products, February 2011
Figure 77: Most popular attributes looked for when buying shower products, by demographics, February 2011
Figure 78: Next most popular attributes looked for when buying shower products, by demographics, February 2011
Figure 79: Other attributes looked for when buying shower products, by demographics, February 2011
Figure 80: Most popular attributes looked for when buying bath products, by demographics, February 2011
Figure 81: Next most popular attributes looked for when buying bath products, by demographics, February 2011
Figure 82: Other attributes looked for when buying bath products, by demographics, February 2011
Figure 83: Attributes looked for when buying shower products, February 2011
Figure 84: Attributes looked for when buying bath products, February 2011
APPENDIX – ATTITUDES TOWARDS SOAP, BATH AND SHOWER PRODUCTS
Figure 85: Attitudes towards shower and bath products, February 2011
Figure 86: Agreement with the statement ‘I try to use up old shower/bath products before buying new ones‘, by demographics, February 2011
Figure 87: Agreement with the statement ‘I often throw away shower/bath products before they are empty‘, by demographics, February 2011
Figure 88: Agreement with the statement ‘I tend to have bottles of unfinished shower/bath products in the bathroom‘, by demographics, February 2011
Figure 89: Agreement with the statement ‘I usually recycle the packaging of my shower/bath products‘, by demographics, February 2011
Figure 90: Agreement with the statement ‘I buy products with environmentally friendly packaging (eg pouches, refills, recyclable packaging etc)‘, by demographics, February 2011
Figure 91: Agreement with the statement ‘I worry about the environmental effect of using ingredients from rainforests/natural habitats in shower/bath products‘, by demographics, February 2011
Figure 92: Agreement with the statement ‘I have more showers than baths because it is better for the environment‘, by demographics, February 2011
Figure 93: Agreement with the statement ‘Saving the environment isn’t something I think about when buying shower/bath products‘, by demographics, February 2011
Figure 94: Agreement with the statement ‘I try to buy natural or organic shower/bath product brands‘, by demographics, February 2011
Figure 95: Agreement with the statement ‘Before buying shower/bath products, I check whether ingredients have been tested on animals‘, by demographics, February 2011
Figure 96: Attitudes towards shower and bath products, February 2011
Figure 97: Attitudes towards shower and bath products, February 2011
APPENDIX – CONSUMERS – IMPACT OF RECESSION ON SHOPPING FOR SOAP, BATH AND SHOWER PRODUCTS
Figure 98: Change in shopping habits after recession, February 2011
Figure 99: Most popular change in shopping habits after recession, by demographics, February 2011
Figure 100: Next most popular change in shopping habits after recession, by demographics, February 2011
Figure 101: Change in shopping habits after recession, by any spend on toiletries products, February 2011
APPENDIX – TARGET GROUPS
Figure 102: Attitudes towards shower and bath products, by target groups, February 2011
Figure 103: Attitudes towards shower and bath products, by demographics, February 2011
Figure 104: Change in shopping habits after recession, by target groups, February 2011
Figure 105: Target groups, by demographics, February 2011

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