Soap, Bath and Shower Products - US - March 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total U.S. retail sales and fan chart forecast of soap, bath, and shower market, at current prices, 2007-17
Market factors
Apprehensive consumers driving interest in private label and less expensive products
Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-12
Total population growth drives usage
Hispanics and black consumers will be important segments to target
Segment performance
Figure 3: Total U.S. retail sales of soap, bath, and shower market, by segment, at current prices, 2010-12
Retail channels
Figure 4: Share of U.S. retail sales of soap, bath, and shower products, by channel, at current prices, 2010 and 2012
Market players
Figure 5: Share of MULO sales of soap, bath, and shower products, by leading companies, 2012
The consumer
Near universal penetration and usage across demographic segments
Bar soap most commonly purchased soap format
Figure 6: Purchase of soap, bath, and shower products, December-January, 2013
Personal preferences will drive the market
Figure 7: Soap, bath, and shower product usage, December 2012-January 2013
Consumers check products for their scent and stock up when they can
Figure 8: Shopping behaviors when purchasing soap, bath, and shower products, December 2012-January 2013
Price and scent type function as key purchase drivers
Figure 9: Purchase factors influencing purchase decision, December 2012-January 2013
Consumers mainly look for moisturizing and deodorizing attributes in current offerings
Figure 10: Current product attributes consumers look for in purchasing soap, bath, and shower products, December 2012-January 2013
Anti-aging attributes in soap offerings command greatest consumer interest
Figure 11: Interest in potential new attributes for soap, bath, and shower products, December 2012-January 2013
What we think
ISSUES IN THE MARKET
Branded soap, bath, and shower products are slowly losing market share to private label offerings. How can market players reinvigorate interest in branded offerings and reclaim share?
Consumers now expect more from their soap, bath, and shower products. What are some new areas of exploration for companies and brands to pursue to deliver greater value to consumers?
How can soap, bath, and shower brands assuage growing consumer concerns about the chemical content used in personal care products?
INSIGHTS AND OPPORTUNITIES
Deliver unexpected scents in soap, bath, and shower products
Focus on providing physiological benefits
Help consumers to manage cold/flu symptoms
TREND APPLICATIONS
Trend: Nouveau Poor
Trend: Girly Men
MARKET SIZE AND FORECAST
Key points
Soap, bath, and shower market sales are expected to grow steadily in the coming years
Sales and forecast of soap, bath, and shower market
Figure 12: Total U.S. retail sales and forecast of soap, bath, and shower market, at current prices, 2007-17
Figure 13: Total U.S. retail sales and forecast of soap, bath, and shower market, at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 14: Total U.S. retail sales and fan chart forecast of soap, bath, and shower market, at current prices, 2007-17
MARKET DRIVERS
Key points
Shaky consumer confidence leads to trading down
Figure 15: University of Michigan’s index of consumer sentiment (ICS), 2007-12
Total population growth drives usage
Figure 16: Population, by age, 2008-18
Growing ethnic populations may help market
Figure 17: Population, by race and Hispanic origin, 2008-18
SEGMENT PERFORMANCE
Key points
Body wash segment leads the soap, bath, and shower market
Sales of soap, bath, and shower products, by segment
Figure 18: Total U.S. retail sales of soap, bath, and shower market, by segment, at current prices, 2010 and 2012
SEGMENT PERFORMANCE—LIQUID BODY WASH
Key points
Liquid body wash top selling segment in the market
Sales and forecast of liquid body wash
Figure 19: Total U.S. retail sales and forecast of liquid body wash, at current prices, 2007-17
SEGMENT PERFORMANCE—BAR SOAP
Key points
Consumers choosing deodorant bar soap over non-deodorant bar soap
Sales and forecast of bar soap
Figure 20: Total U.S. retail sales and forecast of non-deodorant bar soap, at current prices, 2007-17
Figure 21: Total U.S. retail sales and forecast of deodorant bar soap, at current prices, 2007-17
SEGMENT PERFORMANCE—LIQUID HAND SOAP
Key points
Liquid hand soap sees strong, steady growth
Sales and forecast of liquid hand soap
Figure 22: Total U.S. retail sales and forecast of liquid hand soap, at current prices, 2007-17
SEGMENT PERFORMANCE—BATH FRAGRANCE/BUBBLE BATH
Key points
Small growth expected for bath fragrance/bubble bath
Sales and forecast of fragrances/bubble bath
Figure 23: Total U.S. retail sales and forecast of bath fragrance/bubble bath, at current prices, 2007-17
RETAIL CHANNELS
Key points
Mass merchandisers, supercenters, warehouse clubs capture soap, bath, and shower sales
Sales of soap, bath, and shower products, by channel
Figure 24: Total U.S. retail sales of soap, bath, and shower products, by channel, at current prices, 2010-12
Figure 25: Total U.S. retail sales of soap, bath, and shower products, by channel, at current prices, 2007-12
LEADING COMPANIES
Key points
Soap, bath, and shower market highly competitive
MULO manufacturer sales of soap, bath, and shower products
Figure 26: MULO sales of soap, bath, and shower products, by leading companies, 2011 and 2012
BRAND SHARE—LIQUID BODY WASH
Key points
Men’s brands, extra moisture give Unilever strong boost
Old Spice competes with itself
Henkel’s Dial boosted by promotions
Private label, other companies pose threat
MULO sales of liquid body wash
Figure 27: MULO sales of liquid body wash by leading companies, 2011 and 2012
BRAND SHARE—BAR SOAP
Key points
Non-deodorant bar soap declines while deodorant bar soap grows
Brynwood Partners drives deodorant bar soap growth while subsegment leaders see declines
Private label makes headway
MULO sales of bar soap
Figure 28: MULO sales of non-deodorant bar soap by leading companies, 2011 and 2012
Figure 29: MULO sales of deodorant bar soap by leading companies, 2011 and 2012
BRAND SHARE—LIQUID HAND SOAP
Key points
Colgate-Palmolive, Henkel post strong sales
Method boosts foothold
Private label begins to see sales slip
MULO sales of liquid hand soap
Figure 30: MULO sales of liquid hand soap by leading companies, 2011 and 2012
BRAND SHARE—BATH FRAGRANCE/BUBBLE BATH
Key points
The Village Co. leads, but still falls behind other companies, private label
Advanced Beauty moves up in the ranks
MULO sales of bath fragrance/bubble bath
Figure 31: MULO sales of bath fragrance/bubble bath by leading companies, 2011 and 2012
INNOVATIONS AND INNOVATORS
Largest segment leads with most product launches
Figure 32: Soap, bath, and shower product launches, by product category, 2007-January 2013
Limited Brands leads with most product launches
Figure 33: Soap, bath, and shower product launches, by company, 2007- January 2013
Natural claims most common claims type
Figure 34: Soap, bath, and shower product launches, by claims category, 2007-13
Botanical/herbal most common claim across the category
Figure 35: Soap, bath, and shower product launches, by claims, 2007-13
Figure 36: Soap, bath, and shower product launches, by claims, 2012
Natural offerings continue to be launched
Multipurpose products for men
Women’s skin gets “nourished” and “silky smooth”
Body washes are delivering new “experiences”
MARKETING STRATEGIES
Overview of the brand landscape
Brand analysis: Suave
Figure 37: Brand analysis of Suave, 2013
Figure 38: Suave website, 2013
Brand analysis: Dove
Figure 39: Brand analysis of Dove, 2013
Online initiatives
Figure 40: Dove website, 2013
Figure 41: Dove “put your soap to the test” web page, 2013
TV presence
Figure 42: Dove, Gentler TV ad, 2012
Print and other
Figure 43: Dove bar soap print ad, 2013
Figure 44: Dove body wash print ad, 2013
Figure 45: Dove mobile campaign
Brand analysis: Nivea
Figure 46: Brand analysis Nivea, 2013
Online initiatives
Figure 47: Nivea website, 2013
Print and other
Figure 48: Nivea body wash ad, 2012
Brand analysis: Dial
Figure 49: Brand analysis of Dial, 2013
Online initiatives
Figure 50: Dial website, 2013
Figure 51: Dial website, 2013
SOCIAL MEDIA
Key points
Social media metrics
Figure 52: Key performance indicators, February 2013
Market overview
Brand usage and awareness
Figure 53: Brand usage and awareness of soap, bath, and shower products, December 2012-January 2013
Interaction with soap, bath, and shower product brands
Figure 54: Interaction with soap, bath, and shower products, December 2012-January 2013
Online conversations
Figure 55: Select soap, bath, and shower product brands’ share of conversation, Jan.11-Feb. 10, 2013
Figure 56: Conversations by brand by day, Jan.11-Feb. 10, 2013
Where are people talking about soap, bath, and shower products?
Figure 57: Selected soap, bath, and shower product brands’ share of brand conversations, by page type, Jan.11-Feb. 10, 2013
What are people talking about?
Figure 58: Types of conversations concerning selected soap, bath, and shower product brands, Jan.11-Feb. 10, 2013
Figure 59: Types of conversations concerning selected soap, bath, and shower product brands, by day, Jan.11-Feb. 10, 2013
Figure 60: Types of conversations concerning selected soap, bath, and shower product brands, by type of website, Jan.11-Feb. 10, 2013
 ANALYSIS BY BRAND
Dove
Figure 61: Dove—key social media indicators, Feb. 13, 2013
Key online campaigns
What we think
Dial
Figure 62: Dial—key social media indicators, Feb. 13, 2013
Key online campaigns
What we think
Olay
Figure 63: Olay—key social media indicators, Feb. 13, 2013
Key online campaigns
What we think
Axe
Figure 64: Axe—key social media indicators, Feb. 13, 2013
Key online campaigns
What we think
Old Spice
Figure 65: Old Spice—key social media indicators, Feb. 13, 2013
Key online campaigns
What we think
Suave
Figure 66: Suave—key social media indicators, Feb. 13, 2013
Key online campaigns
What we think
USAGE OF SOAP, BATH, AND SHOWER PRODUCTS
Key points
Soap, bath, and shower products enjoy high household penetration
Figure 67: Household use of soap, bath, and shower products, August 2011-August 2012
Bar soap usage higher among older segments; body wash more common among younger consumers
Figure 68: Household use of soap, bath, and shower products, by age, August 2011-August 2012
PRODUCTS PURCHASED
Key points
Bar soap top product consumers report purchasing in past year
Figure 69: Purchase of soap, bath, and shower products, December 2012-January 2013
Women more likely to purchase body wash; men display preference for bar soap
Figure 70: Purchase of soap, bath, and shower products, by gender, December 2012-January 2013
Younger consumers gravitate toward gender-specific body wash
Figure 71: Purchase of soap, bath, and shower products, by gender and age, December 2012-January 2013
BRAND USAGE
Key points
Dove, Dial, and Irish Spring top bar soap brands
Figure 72: Brands of bar soap used in the household, August 2011-August 2012
Softsoap leading liquid hand soap brand
Figure 73: Brands of liquid hand soap used in the household, August 2011-August 2012
Dove, Bath & Body Works, and Suave resonate most strongly for body wash
Figure 74: Brands of body wash used in the household, by gender, August 2011-August 2012
Younger consumers most likely to use a range of brands
Figure 75: Brands of body wash used in the household, by age, August 2011-August 2012
PRODUCT USAGE
Key points
Consumers most likely to use multiple products when they bathe
Figure 76: Soap, bath, and shower product usage, December 2012-January 2013
Men most likely to use body wash or bar soap to wash face
Figure 77: Soap, bath, and shower product usage, by gender and age, December 2012-January 2013
Less affluent consumers report using soap products to wash face
Figure 78: Soap, bath, and shower product usage, by household income, December 2012-January 2013
SHOPPING BEHAVIORS
Key points
Scent testing and stocking up are key shopping behaviors
Figure 79: Shopping behaviors when purchasing soap, bath, and shower products, by gender and age, December 2012-January 2013
Figure 80: Shopping for gender-specific soap/body wash, by gender and age, December 2012-January 2013
Purchase factors influence how consumers shop
Figure 81: Shopping behaviors when purchasing soap, bath, and shower products, by purchase factors (price, brand, coupon, packaging, scent type) influencing purchase decision, December 2012-January 2013
Figure 82: Shopping behaviors when purchasing soap, bath, and shower products, by purchase factors (recommendations, reviews, easy to open packaging, multi-use, skin type) influencing purchase decision, December 2012-January 2013
PURCHASE FACTORS
Key points
Consumers place most importance on price and scent type
Figure 83: Purchase factors influencing purchase decision, December 2012-January 2013
Older women most driven by price
Figure 84: Purchase factors influencing purchase decision, by gender and age, December 2012-January 2013
BODY WASH—PRODUCT ATTRIBUTES
Key points
Moisturizing and deodorizing most sought attributes
Figure 85: Current product attributes consumers look for in purchasing body wash, by gender and age, December 2012-January 2013
Less affluent look for deodorizing properties
Figure 86: Current product attributes consumers look for in purchasing body wash, by household income, December 2012-January 2013
Anti-aging attributes see strong interest from consumers
Figure 87: Interest in potential new attributes for body wash, by gender and age, December 2012-January 2013
BAR SOAP—PRODUCT ATTRIBUTES
Key points
Consumers look for similar attributes in bar soap as they do in body wash
Figure 88: Current product attributes consumers look for in purchasing bar soap, by gender and age, December 2012-January 2013
Less affluent looking for more out of bar soap
Figure 89: Current product attributes consumers look for in purchasing bar soap, by household income, December 2012-January 2013
Anti-aging attributes in bar soap draw most consumer interest
Figure 90: Interest in potential new attributes for bar soap, by gender and age, December 2012-January 2013
LIQUID HAND SOAP—PRODUCT ATTRIBUTES
Key points
Functional attributes resonate most strongly
Figure 91: Current product attributes consumers look for in purchasing liquid hand soap, by gender and age, December 2012-January 2013
“For sensitive skin” appeals to less affluent
Figure 92: Current product attributes consumers look for in purchasing liquid hand soap, by household income, December 2012-January 2013
Anti-aging attributes claim most interest
Figure 93: Interest in potential new attributes for liquid hand soap, by gender and age, December 2012-January 2013
BATH FRAGRANCE/BUBBLE BATH—PRODUCT ATTRIBUTES
Key points
Moisturizing and aromatherapy/essentials oils most desired
Figure 94: Current product attributes consumers look for in purchasing bubble bath or bath oil, by gender, December 2012-January 2013
Muscle relaxation claims the most consumer interest
Figure 95: Interest in potential new attributes for bubble bath or bath oil, by gender, December 2012-January 2013
RACE AND HISPANIC ORIGIN
Key points
Product usage varies by race/ethnic origin
Figure 96: Household use of soap, bath, and shower products, by race/Hispanic origin, August 2011-August 2012
Black consumers most likely to purchase a number of soap products
Figure 97: Purchase of soap, bath, and shower products, by race/Hispanic origin, December 2012-January 2013
Hispanics relying on soap products to moisturize and for shaving
Figure 98: Soap, bath, and shower product usage, by race/Hispanic origin, December 2012-January 2013
Hispanics and black consumers like to try different scents
Figure 99: Shopping behaviors when purchasing soap, bath, and shower products, by race/Hispanic origin, December 2012-January 2013
Figure 100: Shopping for gender-specific soap/body wash, by race/Hispanic origin, December 2012-January 2013
Scent and brands are important to racial/ethnic groups
Figure 101: Purchase factors influencing purchase decision, by race/Hispanic origin, December 2012-January 2013
Blacks most likely to look for moisture in body wash; Hispanics most likely to look for deodorizing attributes
Figure 102: Current product attributes consumers look for when purchasing body wash, by race/Hispanic origin, December 2012-January 2013
Figure 103: Interest in potential new attributes for body wash, by race/Hispanic origin, December 2012-January 2013
Black consumers look for a number of attributes in their bar soap
Figure 104: Current product attributes consumers look for in purchasing bar soap, by race/Hispanic origin, December 2012-January 2013
Figure 105: Interest in potential new attributes for bar soap, by race/Hispanic origin, December 2012-January 2013
CLUSTER ANALYSIS
Figure 106: Target clusters, December 2012-January 2013
Cluster 1: Practical
Opportunities
Cluster 2: Basic
Opportunities
Cluster 3: Involved
Opportunities
Cluster 4: Confident
Opportunities
Cluster characteristic tables
Figure 107: Purchase of soap, bath, and shower products, by target clusters, December 2012-January 2013
Figure 108: Soap, bath, and shower product usage, by target clusters, December 2012-January 2013
Figure 109: Current product attributes consumers look for in purchasing body wash, by target clusters, December 2012-January 2013
Figure 110: Current product attributes consumers look for in purchasing bar soap, by target clusters, December 2012-January 2013
Figure 111: Current product attributes consumers look for in purchasing liquid hand soap, by target clusters, December 2012-January 2013
Figure 112: Interest in potential new attributes for body wash, by target clusters, December 2012-January 2013
Figure 113: Interest in potential new attributes for bar soap, by target clusters, December 2012-January 2013
Figure 114: Interest in potential new attributes for liquid hand soap, by target clusters, December 2012-January 2013
Figure 115: Shopping behaviors when purchasing soap, bath, and shower products, by target clusters, December 2012-January 2013
Figure 116: Shopping for gender-specific soap/body wash, by target clusters, December 2012-January 2013
Figure 117: Purchase factors influencing purchase decision, by target clusters, December 2012-January 2013
Cluster demographics
Figure 118: Target clusters, by demographic, December 2012-January 2013
Cluster methodology
SYMPHONYIRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
 OVERVIEW OF SOAP, BATH, AND SHOWER CATEGORY
 LIQUID BODY WASH
 CONSUMER INSIGHTS ON KEY PURCHASE MEASURES
Brand map
Figure 119: Brand map, selected brands of liquid body wash buying rate, by household penetration, 52-weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 120: Key purchase measures for the top brands of liquid body wash, by household penetration, 52- weeks ending June 24, 2012
 NON-DEODORANT BAR SOAP
Consumer insights on key purchase measures
Brand map
Figure 121: Brand map, selected brands of non-deodorant bar soap buying rate, by household penetration, 52- weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 122: Key purchase measures for the top brands of non-deodorant bar soap, by household penetration, 52-weeks ending June 24, 2012
 DEODORANT BAR SOAP
Consumer insights on key purchase measures
Brand map
Figure 123: Brand map, selected brands of deodorant bar soap buying rate, by household penetration, 52- weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 124: Key purchase measures for the top brands of deodorant bar soap, by household penetration, 52- weeks ending June 24, 2012
 LIQUID HAND SOAP
Consumer insights on key purchase measures
Brand map
Figure 125: Brand map, selected brands of liquid hand soap buying rate, by household penetration, 52-weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 126: Key purchase measures for the top brands of liquid hand soap, by household penetration, 52- weeks ending June 24, 2012
APPENDIX – OTHER USEFUL CONSUMER TABLES
Household usage
Figure 127: Household use of soap, bath, and shower products, by household income, August 2011-August 2012
Products purchased
Figure 128: Purchase of soap, bath, and shower products, by household income, December 2012-January 2013
Product usage
Figure 129: Soap, bath and shower product usage, by gender, December 2012-January 2013
Shopping behaviors
Figure 130: Shopping behaviors when purchasing soap, bath, and shower products, by household income, December 2012-January 2013
Purchase factors
Figure 131: Purchase factors influencing purchase decision, by purchase factors influencing purchase decision, December 2012-January 2013
Figure 132: Purchase factors influencing purchase decision, by purchase factors influencing purchase decision, December 2012-January 2013
Figure 133: Purchase factors influencing purchase decision, by household income, December 2012-January 2013
Current product attributes
Figure 134: Current product attributes consumers look for in soap, bath, and shower products, December 2012-January 2013
Interest in potential product attributes
Figure 135: Interest in potential new attributes for soap, bath, and shower products, December 2012-January 2013
Body wash—product attributes
Figure 136: Current product attributes consumers look for in purchasing body wash, by gender, December 2012-January 2013
Figure 137: Current product attributes consumers look for in purchasing body wash, by age, December 2012-January 2013
Liquid hand soap—product attributes
Figure 138: Interest in potential new attributes for liquid hand soap, by household income, December 2012-January 2013
Bath fragrance/bubble bath—product attributes
Figure 139: Current product attributes consumers look for in purchasing bubble bath or bath oil, by age, December 2012-January 2013
Figure 140: Interest in potential new attributes for bubble bath or bath oil, by age, December 2012-January 2013
Interest in potential product attributes
Figure 141: Interest in potential new attributes for soap, bath, and shower products, December-January, 2013
Race and Hispanic origin
Figure 142: Brands of body wash used in the household, by race/Hispanic origin, August 2011-August 2012
Figure 143: Current product attributes consumers look for in purchasing liquid hand soap, by race/Hispanic origin, December 2012-January 2013
Figure 144: Interest in potential new attributes for liquid hand soap, by race/Hispanic origin, December 2012-January 2013
APPENDIX – SOCIAL MEDIA
Online conversations
Figure 145: Select soap, bath, and shower product brands’ share of conversation, Jan.11-Feb. 10, 2013
Figure 146: Conversations by brand by day, Jan.11-Feb. 10, 2013
Where are people talking about soap, bath, and shower products?
Figure 147: Selected soap, bath, and shower product brands’ share of brand conversations, by page type, Jan.11-Feb. 10, 2013
What are people talking about?
Figure 148: Types of conversations concerning selected soap, bath, and shower product brands, Jan.11-Feb. 10, 2013
Figure 149: Types of conversations concerning selected soap, bath, and shower product brands, by day, Jan.11-Feb. 10, 2013
Figure 150: Types of conversations concerning selected soap, bath, and shower product brands, by type of website, Jan.11-Feb. 10, 2013
Brand usage and awareness
Figure 151: Brand usage or awareness, December 2012-January 2013
Figure 152: Axe usage or awareness, by demographics, December 2012-January 2013
Figure 153: Dove usage or awareness, by demographics, December 2012-January 2013
Figure 154: Old spice usage or awareness, by demographics, December 2012-January 2013
Figure 155: Dial usage or awareness, by demographics, December 2012-January 2013
Figure 156: Olay usage or awareness, by demographics, December 2012-January 2013
Figure 157: Suave usage or awareness, by demographics, December 2012-January 2013
Interaction with soap, bath, and shower product brands
Figure 158: Interaction with soap, bath, and shower product brands, December 2012-January 2013
Figure 159: Axe—activities done, by demographics, December 2012-January 2013
Figure 160: Dove—activities done, by demographics, December 2012-January 2013
Figure 161: Old Spice—activities done, by demographics, December 2012-January 2013
Figure 162: Dial—activities done, by demographics, December 2012-January 2013
Figure 163: Olay—activities done, by demographics, December 2012-January 2013
Figure 164: Suave—activities done, by demographics, December 2012-January 2013
APPENDIX – TRADE ASSOCIATIONS