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Soap, Bath and Shower Products - UK - March 2013

INTRODUCTION
Definitions
Excluded
Methodology
Consumer research
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best and worst-case forecast of UK retail value sales of soap, bath and shower products, 2007-17
Market factors
Companies, brands and innovation
Figure 2: Percentage share of new product launches in the UK deodorants market, by top 5 claims, 2008-12
Figure 3: Manufacturers’ shares in value soap, bath and shower products, year ending 1st December 2012
The consumer
Figure 4: Soap, bath and shower products purchased in the last 6 months, by gender, November 2012
Figure 5: Attitudes towards shopping for soap, bath and shower products, November 2012
Figure 6: Interest in new product attributes, November 2012
What we think
ISSUES IN THE MARKET
How have changing bathing/showering habits impacted the market?
What are the claims opportunities for market?
How is own-label performing in this category?
How important are ingredients in this category?
TREND APPLICATION
Trend: Slow It All Down
Trend: Minimize me
Mintel Futures: Old Gold
MARKET DRIVERS
Key points
Household budgets will continue to tighten
Figure 7: GDP, PDI and consumer expenditure, at current prices, 2007-17
Growth in population will boost the market
Figure 8: Trends in the age structure of the UK population, 2007-17
Price over quality
Figure 9: Trends in level of receptiveness to quality, 2008-12
Lower environmental involvement
Figure 10: Attitudes towards the environment, 2012
Increase in skin complaints resulting in greater focus on skin care
Figure 11: Trends in incidence of skin complaints and stress in last 12 months, 2008-12
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Launches by segment
Figure 12: Trends in soap, bath and shower product launches in the UK, by sector, 2008-12
Botanical/herbal claims are losing their impact
Figure 13: Growth index of total launches in the UK soap, bath and shower products market, 2008-12
Figure 14: Percentage share of new product launches in the UK soap, bath and shower products market, by top 5 claims, 2008-12
All natural and organic and botanical/herbal launches
Figure 15: Natural and organic launches in 2012
Figure 16: Free-from products launched in 2012
Own-label launches have remained consistent year on year
Figure 17: Product launches within UK soap, bath and shower products market, percentage branded vs. own- label, 2008-12
Innovation has little impact on market share
Figure 18: Product launches within UK soap, bath and shower products, percentage share, by company, 2012
Few product or packaging innovations
Figure 19: Product launches within the UK soap, bath and shower products, percentage share, by launch type, 2008-12
Examples of new product launches
MARKET SIZE AND FORECAST
Key points
Figure 20: UK retail value sales of soap, bath and shower products, at current and constant prices, 2007-17
Future growth expectations
Figure 21: Best and worst-case forecast of UK retail value sales of soap, bath and shower products, 2007-17
Shower products predicted to see strongest growth
Figure 22: Best and worst-case forecast of UK retail value sales of shower products, 2007-17
Bath products are the weakest category
Figure 23: Best and worst-case forecast of UK retail value sales of bath products, 2007-17
Soap products will see slow and small growth
Figure 24: Best and worst-case forecast of UK retail value sales of soap products, 2007-17
Forecast methodology
SEGMENT PERFORMANCE
Key points
Figure 25: UK retail value sales of soap, bath and shower products by category, 2011-12
Showering increases in popularity compared with bathing
Liquid soaps continue to have greater market share than bar soaps
MARKET SHARE
Key points
Unilever and PZ Cussons are the market leaders
Figure 26: Manufacturers’ shares in value sales of soap, bath and shower products, (year ending 3rd December 2011 and 1st December 2012)
Own-label sees drop in soap sales
Figure 27: Manufacturers’ shares in value soap products, year ending 3rd Dec 2011 and 1st Dec 2012
Unilever dominates bath products
Figure 28: Manufacturers’ shares in value bath products, year ending 3rd Dec 2011 and 1st Dec 2012
14% eroded from own-label share of shower products
Figure 29: Manufacturers’ shares in value shower products, year ending 3rd Dec 2011 and 1st Dec 2012
COMPANIES AND PRODUCTS
Beiersdorf
Background and structure
Strategy and performance
Figure 30: Key financials for Beiersdorf UK Limited, 2010 and 2011
Product range and innovation
Figure 31: Selected products launched by Beiersdorf in the UK soap, bath and shower products market, 2012
Marketing and advertising
Procter & Gamble
Background and structure
Strategy and performance
Figure 32: Financial performance of Procter & Gamble (global), 2011 and 2012
Product range and innovation
Figure 33: Selected products launched by P&G in the UK soap, bath and shower products market, 2012
Marketing and advertising
Johnson & Johnson
Background and structure
Strategy and performance
Figure 34: Financial performance of Johnson & Johnson in the UK, 2010 and 2011
Product range and innovation
Colgate Palmolive
Background and structure
Strategy and performance
Figure 35: Financial performance of Colgate-Palmolive, 2010 and 2011
Product range and innovation
Figure 36: Selected products launched by Colgate-Palmolive in the UK soap, bath and shower products market, 2012
Marketing and advertising
PZ Cussons
Background and structure
Strategy and performance
Figure 37: Global financial performance of PZ Cussons, 2011 and 2012
Product range and innovation
Figure 38: Selected products launched by PZ Cussons in the UK soap, bath and shower products market, 2012
Marketing and advertising
Unilever
Background and structure
Strategy and performance
Figure 39: Global financial performance of Unilever, 2010 and 2011
Product range and innovation
Figure 40: Selected products launched by Unilever in the UK soap, bath and shower products market, 2012
Marketing and advertising
BRAND RESEARCH
Brand map
Figure 41: Attitudes towards and usage of brands in the soap, bath and shower products sector, December 2012
Correspondence analysis
Brand attitudes
Figure 42: Attitudes by soap, bath and shower products brand, December 2012
Brand personality
Figure 43: Soap, bath and shower products brand personality – macro image, December 2012
Figure 44: Soap, bath and shower products brand personality – micro image, December 2012
Brand experience
Figure 45: Soap, bath and shower products brand usage, December 2012
Figure 46: Satisfaction with various soap, bath and shower products brands, December 2012
Figure 47: Consideration of soap, bath and shower products brands, December 2012
Figure 48: Consumer perceptions of current soap, bath and shower products brand performance, December 2012
Figure 49: Soap, bath and shower products brand recommendation – Net Promoter Score, December 2012
Brand index
Figure 50: Soap, bath and shower products brand index, December 2012
Figure 51: Soap, bath and shower products brand index vs. recommendation, December 2012
Target group analysis
Figure 52: Target groups, December 2012
Figure 53: Soap, bath and shower products brand usage, by target groups, December 2012
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
BRAND COMMUNICATION AND PROMOTION
Key points
Advertising spend has seen a decrease in 2012
Figure 54: Main monitored above the line media advertising spend on soap, bath and shower products, 2008-12
Shower gel makes up the majority of ad spend
Figure 55: Main monitored media advertising spend on soap, bath and shower products, by product category, 2012
Unilever and Colgate Palmolive are the biggest spenders
Figure 56: Main monitored media advertising spend on soap, bath and shower products, by advertiser, 2012
Advertising spend by media type
Figure 57: Main monitored media advertising expenditure on soap, bath & shower products, by media type, 2008-12
CHANNELS TO MARKET
Key points
Distribution
Figure 58: Retail sales of soap, bath and shower products, by outlet type, 2011and 2012
THE CONSUMER – USAGE AND FREQUENCY OF SOAP, BATH AND SHOWER PRODUCTS
Key points
Liquid soap and shower products staple items
Figure 59: Trends in usage of soap, bath and shower products, by gender, 2012
Shower products are favourable for young, busy adults
Figure 60: Trends in usage of shower gels/cream/body wash, by gender, 2008-12
Largest rise in liquid soap use led by the ladies
Figure 61: Trends in usage of liquid soap/handwash, by gender, 2008-12
Bar soap is preferred by older consumers
Figure 62: Trends in usage of bar of soap, by gender, 2008-12
Trends in use of bath additives
Figure 63: Trends in usage of bath oils/liquids/additives, by gender, 2008-12
Usage habits for soap, bath and shower products
Figure 64: Attitudes towards soap, bath and shower products, November 2012
THE CONSUMER – PURCHASE OF SOAP, BATH AND SHOWER PRODUCTS
Key points
Purchase habits
Figure 65: Soap, bath and shower products purchased in the last 6 months, by demographics, November 2012
Bath products can command a higher price to men as well as women
Figure 66: Amount spent on soap, bath and shower products purchased in the last 6 months
Price promotions expected from soap, bath and shower products
Figure 67: Attitudes towards shopping for soap, bath and shower products
THE CONSUMER – FACTORS INFLUENCING PURCHASE OF SOAP, BATH AND SHOWER PRODUCTS
Key points
Moisturising is key for bath and shower products
Figure 68: Factors influencing purchase of soap, bath and shower products, November 2012
Men more likely to seek out gender specific products
Anti-bacterial properties are most popular when it comes to soap and hand sanitisers
THE CONSUMER – INTEREST IN NEW PRODUCTS
Key points
Long lasting fragrances provide future opportunities for shower and bath products
Figure 69: Interest in new product attributes for shower/bath products, November 2012
Opportunities for liquid hand soap
Figure 70: interest in new product attributes for liquid/bar soap/hand sanitiser, November 2012
CONSUMER TYPOLOGIES
Key points
Figure 71: Soap, bath and shower consumer typologies, November 2012
The Simple Life (48%)
Who are they?
Marketing message
Average Jo(e) (30%)
Who are they?
Marketing message
Beauty Claim Queens (22%)
Who are they?
Marketing message
APPENDIX – MARKET DRIVERS
Figure 72: Level of receptiveness to quality, by demographics, 2012
Figure 73: Attitudes towards the environment, 2012
Figure 74: Attitudes towards the environment, by demographics, 2012
Figure 75: Incidence of skin complaints and stress in last 12 months, by demographics, 2012
APPENDIX – WHO’S INNOVATING
Figure 76: Number of soap, bath and shower product launches in the UK, by sector, 2008-12
APPENDIX – MARKET SHARE
Soap products
Figure 77: Manufacturers’ shares in value soap products, year ending 3rd Dec 2011 and 1st Dec 2012
Figure 78: Value shares of top brands bar soap products, year ending 3rd Dec 2011 and 1st Dec 2012
Figure 79: Value shares of top brand liquid soap products, year ending 3rd Dec 2011 and 1st Dec 2012
Bath products
Figure 80: Manufacturers’ shares in value bath products, year ending 3rd Dec 2011 and 1st Dec 2012
Figure 81: Value shares of top brands bath products, year ending 3rd Dec 2011 and 1st Dec 2012
Shower products
Figure 82: Manufacturers’ shares in value shower products, year ending 3rd Dec 2011 and 1st Dec 2012
Figure 83: Value shares of top brands shower products, year ending 3rd Dec 2011 and 1st Dec 2012
APPENDIX – BRAND RESEARCH
Figure 84: Brand usage, December 2012
Figure 85: Brand commitment, December 2012
Figure 86: Brand momentum, December 2012
Figure 87: Brand diversity, December 2012
Figure 88: Brand satisfaction, December 2012
Figure 89: Brand recommendation, December 2012
Figure 90: Brand attitude, December 2012
Figure 91: Brand image – macro image, December 2012
Figure 92: Brand image – micro image, December 2012
Figure 93: Profile of target groups, by demographics, December 2012
Figure 94: Psychographic segmentation, by target groups, December 2012
Figure 95: Brand usage, by target groups, December 2012
Brand index
Figure 96: Brand index, December 2012
APPENDIX – THE CONSUMER USAGE AND FREQUENCY OF SOAP, BATH AND SHOWER PRODUCTS
Product usage – men
Figure 97: Usage of bath oils/liquids/additives, by demographics, 2012
Figure 98: Usage of shower gels/cream/body wash, by demographics, 2012
Figure 99: Usage of bar of soap, by demographics, 2012
Figure 100: Usage of liquid soap, by demographics, 2012
Product usage – women
Figure 101: Usage of bath oils/liquids/additives, by demographics, 2012
Figure 102: Usage of shower gels/cream/body wash, by demographics, 2012
Figure 103: Usage of bar of soap, by demographics, 2012
Figure 104: Usage of liquid soap, by demographics, 2012
Attitudes towards soap, bath and shower products
Figure 105: Attitudes towards soap, bath and shower products, November 2012
Figure 106: Most popular attitudes towards soap, bath and shower products, by demographics, November 2012
Figure 107: Next most popular attitudes towards soap, bath and shower products, by demographics, November 2012
APPENDIX – THE CONSUMER, PURCHASE OF SOAP, BATH AND SHOWER PRODUCTS
Soap, bath and shower products purchased in the last 6 months
Figure 108: Soap, bath and shower products purchased in the last 6 months, November 2012
Figure 109: Most popular soap, bath and shower products purchased in the last 6 months, by demographics, November 2012
Figure 110: Next most popular soap, bath and shower products purchased in the last 6 months, by demographics, November 2012
Amount spent
Figure 111: Amount spent on soap, bath and shower products purchased in the last 6 months, November 2012
Attitudes towards shopping for soap, bath and shower products
Figure 112: Attitudes towards shopping for soap, bath and shower products, November 2012
Figure 113: Most popular attitudes towards shopping for soap, bath and shower products, by demographics, November 2012
Figure 114: Other attitudes towards shopping for soap, bath and shower products, by demographics, November 2012
Figure 115: Attitudes towards shopping for soap, bath and shower products, by most popular soap, bath and shower products purchased in the last 6 months, November 2012
Figure 116: Attitudes towards shopping for soap, bath and shower products, by next most popular soap, bath and shower products purchased in the last 6 months, November 2012
APPENDIX – THE CONSUMER, FACTORS INFLUENCING PURCHASE OF SOAP, BATH AND SHOWER PRODUCTS
Figure 117: Factors Influencing purchase of soap, bath and shower products, November 2012
Figure 118: Most popular factors influencing purchase Shower/Bath products, by demographics, November 2012
Figure 119: Next most popular factors influencing purchase Shower/Bath products, by demographics, November 2012
Figure 120: Others factors influencing purchase Shower/Bath products, by demographics, November 2012
Figure 121: Most popular factors influencing purchase of liquid/bar soap and hand sanitisers, by demographics, November 2012
Figure 122: Next most popular factors influencing purchase of liquid/bar soap and hand sanitisers, by demographics, November 2012
Figure 123: Other factors influencing purchase of liquid/bar soap and hand sanitisers, by demographics, November 2012
APPENDIX – THE CONSUMER, INTEREST IN NEW PRODUCTS
Figure 124: Interest in new product attributes, November 2012
Shower products
Figure 125: Most popular interest in shower products attributes, by demographics, November 2012
Figure 126: Next most popular interest in shower products attributes, by demographics, November 2012
Figure 127: Other interest in shower products attributes, by demographics, November 2012
Bath products
Figure 128: Most popular interest in bath products attributes, by demographics, November 2012
Figure 129: Next most popular interest in bath products attributes, by demographics, November 2012
Figure 130: Other interest in bath products attributes, by demographics, November 2012
Liquid/bar soap
Figure 131: Most popular interest in liquid/bar soap attributes, by demographics, November 2012
Figure 132: Next most popular interest in liquid/bar soap attributes, by demographics, November 2012
Figure 133: Other interest in liquid/bar soap attributes, by demographics, November 2012
Hand sanitiser
Figure 134: Most popular interest in hand sanitiser attributes, by demographics, November 2012
Figure 135: Next most popular interest in hand sanitiser attributes, by demographics, November 2012
Interest in shower product attributes by amount spent
Figure 136: Interest in attributes for shower products, by amount spent on shower/bath in the last 6 months, November 2012
APPENDIX – CONSUMER TYPOLOGIES
Figure 137: Soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
Figure 138: Target groups, by demographics, November 2012
Amount spent
Figure 139: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
Figure 140: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
Figure 141: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
Figure 142: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
Figure 143: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
Figure 144: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
Figure 145: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
Figure 146: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
Figure 147: Amount spent on soap, bath and shower products purchased in the last 6 months, by target groups, November 2012
Factors influencing purchase
Figure 148: Factors influencing purchase of soap, bath and shower products, by target groups, November 2012
Figure 149: Factors influencing purchase of soap, bath and shower products, by target groups, November 2012
Interest in new products
Figure 150: Interest in new product attributes for shower products by target groups, November 2012
Figure 151: Interest in new product attributes for bath products by target groups, November 2012
Figure 152: Interest in new product attributes for liquid/bar soaps by target groups, November 2012
Figure 153: Interest in new product attributes for hand sanitisers by target groups, November 2012
Attitudes towards soap, bath and shower products
Figure 154: Attitudes towards soap, bath and shower products, by target groups, November 2012
Figure 155: Attitudes towards shopping for soap, bath and shower products, by target groups, November 2012

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