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Private Label Soap, Bath and Shower Products - US - May 2010

In this report, Mintel takes a closer look at the world of private label as it relates to soap, bath, and shower products. While the poor economy and prolonged recession has spurred consumer interest in lower-priced household items, there are surprises in even the personal care category, as private label goods do not trump all others in terms of increased sales, in spite of consumers’ continuing economic woes.

This report explores the soap, bath, and shower market as a whole, with particular focus on the share accounted for by private label, with further detail by segment, comparing branded with private label sales data from FDMx channels.

Insights include:

  • Which segments are currently “hot” in private label soap/bath/shower…and which are not
  • Why liquid hand soap remains the leading segment in private label
  • A look into consumers’ motivation, and why they choose private label for some products…but not for others
  • The role of private label soap, bath and shower products and how it is affecting the position of dominant brand manufacturers
  • Consumers’ attitudes towards shopping for soap, bath and shower products in general, including a closer look at their attitudes toward private label and reasons they do or do not buy private label
  • Which demographics are more likely to use coupons for PL soap, bath, or shower products—and the impact of this on brand loyalty
  • Why consumers might think about upgrading and seeking out product advice regarding their soap/bath/shower products

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Market size and forecast
                      • Private label liquid hand soap remains the largest segment
                        • Supermarkets gaining share more rapidly than other FDMx channels
                          • Name brands still reign in some segments, while in others, private label is king
                            • How the consumer views both name-brand as well as private label soap, bath, and shower products
                              • Purchase factors by race/Hispanic origin
                              • Insights and Opportunities

                                • Figure out how to compete on value
                                  • Reaching customers through non-traditional means
                                    • Targeting consumers with interest in organic or natural products
                                    • Inspire Insights

                                        • Private matters
                                          • What we’ve seen
                                            • Just as good?
                                            • Market Size and Forecast

                                              • Key points
                                                • Total soap, bath, shower market continuing incremental rise
                                                  • All soap, bath and shower products—sales and forecast
                                                    • Figure 1: FDMx sales and forecast of soap, bath and shower products, at current prices, 2004-14
                                                    • Figure 2: FDMx sales and forecast of soap, bath and shower products, at inflation-adjusted prices, 2004-14
                                                  • Sales of all soap, bath and shower vs. private label soap, bath and shower
                                                    • Sales increases of private label remain higher than the general category
                                                      • Figure 3: FDMx sales of soap, bath and shower products—total vs. private label, 2004-09
                                                    • Private label soap, bath and shower goods continue growth albeit at a slower pace
                                                      • Figure 4: FDMx sales and forecast of private label soap, bath and shower products, at current prices, 2004-14
                                                      • Figure 5: FDMx sales of private label soap, bath and shower products, at inflation-adjusted prices, 2004-14
                                                  • Segment Performance—Overview

                                                    • Key points
                                                      • Private label segments evenly divided between gains and losses
                                                        • Private label soap, bath and shower sales, by segment
                                                          • Figure 6: FDMx private label sales of soap, bath and shower products, by segment, 2008 and 2009
                                                      • Segment Performance—Liquid Hand Soap

                                                        • Key points
                                                          • Private label liquid hand soap sales show continuous growth
                                                            • Liquid hand soap sales
                                                              • Figure 7: FDMx sales of liquid hand soap—total vs. private label, 2004-09
                                                          • Segment Performance—Liquid Body Wash

                                                            • Key points
                                                              • Private label liquid body wash sales dwindle over past two years
                                                                • Liquid body wash sales
                                                                  • Figure 8: FDMx sales of liquid body wash—total vs. private label, 2004-09
                                                              • Segment Performance—Bath Fragrance/Bubble Bath

                                                                • Key point
                                                                  • Private label sales show jump in sales in 2009
                                                                    • Bath fragrance/bubble bath sales
                                                                      • Figure 9: FDMx sales of bath fragrance/bubble bath—total vs. private label, 2004-09
                                                                  • Segment Performance—Scrubbers/Massagers

                                                                    • Key point
                                                                      • Private label scrubbers/massagers sales on a downward spiral
                                                                        • Scrubbers/massagers sales
                                                                          • Figure 10: FDMx sales of scrubbers/massagers—total vs. private label, 2004-09
                                                                      • Segment Performance—Non-deodorant Bar Soap

                                                                        • Key point
                                                                          • Private label non-deodorant bar soap sales on the wane since 2007
                                                                            • Non-deodorant bar soap sales
                                                                              • Figure 11: FDMx sales of non-deodorant bar soap—total vs. private label, 2004-09
                                                                          • Segment Performance—Deodorant Bar Soap

                                                                            • Key point
                                                                              • Private label deodorant bar soap sales drop precipitously in 2009
                                                                                • Deodorant bar soap sales
                                                                                  • Figure 12: FDMx sales of deodorant bar soap—total vs. private label, 2004-09
                                                                              • Retail Channels

                                                                                • Key points
                                                                                  • Sales of private label soap, bath and shower products experience consistent growth in both food stores and other outlets
                                                                                    • Channel sales and trends
                                                                                      • Figure 13: FDMx sales of private label soap, bath and shower products, 2004-09
                                                                                  • Retail Channels—Food Retailers

                                                                                    • Key point
                                                                                      • Food retailer share remains weak overall
                                                                                        • Food retailers’ sales
                                                                                          • Figure 14: Food retailers’ sales of private label soap, bath and shower products, total vs. private label, 2004-09
                                                                                      • Retail Channels—Other FDMx Channels

                                                                                        • Key points
                                                                                          • Private label in “other” FDMx stores beginning to lag
                                                                                            • Other FDMx sales
                                                                                              • Figure 15: Other FDMx sales of private label soap, bath and shower products, total vs. private label, 2004-09
                                                                                          • Brands vs. Private Label—Overview

                                                                                            • Key points
                                                                                              • Private label remains in fifth place
                                                                                                • Increased competition from brand names
                                                                                                  • Brand and private label sales
                                                                                                    • Figure 16: FDMx top brands and private label sales of soap, bath and shower products, 2008 and 2009
                                                                                                • Brands vs. Private label—Liquid Hand Soap

                                                                                                  • Key point
                                                                                                    • Liquid soap viewed as more of a commodity
                                                                                                      • Figure 17: FDMx top brands and private label sales of liquid hand soap, 2008 and 2009
                                                                                                    • Consumer use of liquid hand soap brands
                                                                                                      • Figure 18: Incidence of household usage for top brands and private label liquid hand soap, 2004/05-2008/09
                                                                                                  • Brands vs. Private label—Liquid Body Wash

                                                                                                    • Key point
                                                                                                      • Private label holding its own in terms of sales growth
                                                                                                        • Figure 19: FDMx top brands and private label sales of liquid body wash, 2008 and 2009
                                                                                                      • Consumer use of body wash brands
                                                                                                        • Figure 20: Incidence of household usage for top brands and private label body wash, 2004/05-2008/09
                                                                                                    • Brands vs. Private label—Bath Fragrance/Bubble Bath

                                                                                                      • Key point
                                                                                                        • Private label sales lead in bath fragrance/bubble bath
                                                                                                          • Figure 21: FDMx top brands and private label sales of bath fragrance/bubble bath, 2008 and 2009
                                                                                                      • Brands vs. Private label—Scrubbers/Massagers

                                                                                                        • Key point
                                                                                                          • Body scrubbers not a must-have for consumers
                                                                                                            • Figure 22: FDMx top brands and private label sales of scrubbers/massagers, 2008 and 2009
                                                                                                        • Brands vs. Private Label—Non-deodorant Bar Soap

                                                                                                          • Key point
                                                                                                            • Private label unable to make a dent in the market
                                                                                                              • Figure 23: FDMx top brands and private label sales of non-deodorant bar soap, 2008 and 2009
                                                                                                            • Consumer use of bar soap brands
                                                                                                              • Figure 24: Incidence of household usage for top brands of bar soap, 2004/05-2008/09
                                                                                                          • Brands vs. Private Label—Deodorant Bar Soap

                                                                                                            • Key point
                                                                                                              • PL deodorant bar soap sales lag far behind
                                                                                                                • Figure 25: FDMx top brands and private label sales of deodorant bar soap, 2008 and 2009
                                                                                                            • Innovation and Innovators—Brands vs. Private Label

                                                                                                              • Private label offering fresh scents
                                                                                                                • A utilitarian focus
                                                                                                                • Soap, Bath and Shower Purchase

                                                                                                                  • Overall purchase of soap, bath, and shower products in the past month
                                                                                                                    • Figure 26: Purchase of soap, bath and shower products, by gender and age, February 2010
                                                                                                                    • Figure 27: Purchase of soap, bath and shower products, by household income, February 2010
                                                                                                                  • Purchase of store brand products in the soap, bath, shower category
                                                                                                                    • Figure 28: Purchase of store brand soap, bath and shower products, by gender and age, February 2010
                                                                                                                • Factors Influencing Purchase

                                                                                                                  • Interest in new soap and bath products
                                                                                                                    • Figure 29: Interest in new soap and bath products, by gender and age, February 2010
                                                                                                                  • Role of self, friends and family for soap and bath advice
                                                                                                                    • Figure 30: Role of self, friends and family for soap and bath advice, by gender and age, February 2010
                                                                                                                  • Impact of green/environmental issues on soap and bath purchase
                                                                                                                    • Figure 31: Impact of green/environmental issues on soap and bath purchase, by gender and age, February 2010
                                                                                                                • Change in Purchase and Opinions of Store Brand Soap, Bath and Shower Products

                                                                                                                  • Change in purchase of store brand soap, bath and shower products
                                                                                                                    • Figure 32: Change in purchase of store brand soap, bath and shower products, by gender, February 2010
                                                                                                                    • Figure 33: Change in purchase of store brand soap, bath and shower products, by age, February 2010
                                                                                                                    • Figure 34: Change in purchase of store brand soap, bath and shower products, by household income, February 2010
                                                                                                                  • Perception of quality of store brand soap, bath and shower products
                                                                                                                    • Figure 35: Perception of quality of store brand soap, bath and shower products, by gender, February 2010
                                                                                                                    • Figure 36: Perception of quality of store brand soap, bath and shower products, by age, February 2010
                                                                                                                    • Figure 37: Perception of quality of store brand soap, bath and shower products, by household income, February 2010
                                                                                                                  • Attitudes towards brand vs. store label purchase of toiletry products
                                                                                                                    • Figure 38: Opinions towards store brand soap, bath and shower products, by gender, April 2008-June 2009
                                                                                                                    • Figure 39: Opinions towards store brand soap, bath and shower products, by age, April 2008-June 2009
                                                                                                                    • Figure 40: Opinions towards store brand soap, bath and shower products, by household income, April 2008-June 2009
                                                                                                                • Reasons for Not Buying Private Label Soap, Bath and Shower Products

                                                                                                                  • Why private label soap/bath products aren’t appealing to some
                                                                                                                    • Figure 41: Reasons for not buying private label soap, bath and shower products, by gender and age, February 2010
                                                                                                                • Purchasing Behavior

                                                                                                                  • Behavior for purchase of deodorant bar soap
                                                                                                                    • Figure 42: Purchasing behaviors for deodorant bar soap, by gender and age, February 2010
                                                                                                                  • Behavior for purchase of non-deodorant bar soap
                                                                                                                    • Figure 43: Purchasing behaviors for non-deodorant bar soap, by gender and age, February 2010
                                                                                                                  • Behavior for purchase of liquid soap/body wash
                                                                                                                    • Figure 44: Purchasing behaviors for liquid soap/body wash, by gender and age, February 2010
                                                                                                                  • Behavior for purchase of liquid hand soap
                                                                                                                    • Figure 45: Purchasing behaviors for liquid hand soap, by gender and age, February 2010
                                                                                                                • Impact of Race/Hispanic Origin

                                                                                                                  • Purchase and factors influencing purchase
                                                                                                                    • Overall purchase of soap, bath, and shower products in the past month
                                                                                                                      • Figure 46: Purchase of soap, bath and shower products, by race/Hispanic origin, February 2010
                                                                                                                    • Purchase of store brand products in the soap, bath, shower category
                                                                                                                      • Figure 47: Purchase of private label soap, bath and shower products, by race/Hispanic origin, February 2010
                                                                                                                    • Factors influencing purchase
                                                                                                                      • Figure 48: Interest in new soap and bath products, by race/Hispanic origin, February 2010
                                                                                                                      • Figure 49: Role of self, friends and family for soap and bath advice, by race/Hispanic origin, February 2010
                                                                                                                      • Figure 50: Impact of green/environmental issues on soap and bath purchase, by race/Hispanic origin, February 2010
                                                                                                                    • Reasons for not buying private label soap, bath and shower products
                                                                                                                      • The lack of awareness of private label goods in this category
                                                                                                                        • Figure 51: Reasons for not buying private label soap, bath and shower products, by race/Hispanic origin, February 2010
                                                                                                                      • Purchasing behavior
                                                                                                                        • Behavior for purchase of deodorant bar soap
                                                                                                                          • Figure 52: Purchasing behaviors for liquid hand soap, by race/Hispanic origin, February 2010
                                                                                                                        • Behavior for purchase of non-deodorant bar soap
                                                                                                                          • Figure 53: Purchasing behaviors for non-deodorant bar soap, by race/Hispanic origin, February 2010
                                                                                                                        • Behavior for purchase of liquid soap/body wash
                                                                                                                          • Figure 54: Purchasing behaviors for liquid soap/body wash, by race/Hispanic origin, February 2010
                                                                                                                        • Behavior for purchase of bubble bath/scrubbers
                                                                                                                          • Figure 55: Purchasing behaviors for bubble bath/scrubbers, by race/Hispanic origin, February 2010
                                                                                                                      • Custom Consumer Groups

                                                                                                                          • Change in purchase and opinions of store brand soap, bath and shower products
                                                                                                                            • Figure 56: Change in purchase of store brand soap, bath and shower products, by number of children in HH, February 2010
                                                                                                                            • Figure 57: Perception of quality of store brand soap, bath and shower products, by number of children in HH, February 2010
                                                                                                                          • Influences affecting purchase of store label
                                                                                                                            • Figure 58: Reasons for not using private label soap, bath and shower products, by marital/living status, February 2010
                                                                                                                            • Figure 59: Reasons for not using private label soap, bath and shower products, by number of children in HH, February 2010
                                                                                                                        • Cluster Analysis

                                                                                                                            • Savers
                                                                                                                              • Demographics
                                                                                                                                • Characteristics
                                                                                                                                  • Opportunity
                                                                                                                                    • Storebies
                                                                                                                                      • Demographics
                                                                                                                                        • Characteristics
                                                                                                                                          • Opportunity
                                                                                                                                            • Seekers
                                                                                                                                              • Demographics
                                                                                                                                                • Characteristics
                                                                                                                                                  • Opportunity
                                                                                                                                                    • Cluster characteristics
                                                                                                                                                      • Figure 60: Private label soap clusters, February 2010
                                                                                                                                                      • Figure 61: Purchase of private label soap, bath and shower products, by private label soap clusters, February 2010
                                                                                                                                                      • Figure 62: Change in purchase of store brand soap, bath and shower products, by private label soap clusters, February 2010
                                                                                                                                                      • Figure 63: Perception of quality of store brand soap, bath and shower products, by private label soap clusters, February 2010
                                                                                                                                                      • Figure 64: Interest in new soap and bath products, by private label soap clusters, February 2010
                                                                                                                                                      • Figure 65: Role of self, friends and family for soap and bath advice, by private label soap clusters, February 2010
                                                                                                                                                      • Figure 66: Impact of green/environmental issues on soap and bath purchase, by private label soap clusters, February 2010
                                                                                                                                                    • Cluster demographics
                                                                                                                                                      • Figure 67: Private label soap clusters, by gender, February 2010
                                                                                                                                                      • Figure 68: Private label soap clusters, by age, February 2010
                                                                                                                                                      • Figure 69: Private label soap clusters, by household income, February 2010
                                                                                                                                                      • Figure 70: Private label soap clusters, by Hispanic origin, February 2010
                                                                                                                                                    • Cluster methodology
                                                                                                                                                    • Appendix: Other Tables

                                                                                                                                                        • Figure 71: Reasons for not buying private label soap, bath and shower products, by household income, February 2010
                                                                                                                                                      • Behavior for purchase of bubble bath/scrubbers
                                                                                                                                                        • Figure 72: Purchasing behaviors for bubble bath/scrubbers, by gender and age, February 2010
                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                      Companies Covered

                                                                                                                                                      • Avon USA
                                                                                                                                                      • Bath & Body Works
                                                                                                                                                      • Beiersdorf, Inc. (USA)
                                                                                                                                                      • Colgate-Palmolive Company
                                                                                                                                                      • CVS Caremark Corporation
                                                                                                                                                      • Dial Corporation, The
                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                      • Greenfield Online
                                                                                                                                                      • Grocery Manufacturers of America (GMA)
                                                                                                                                                      • Harris Teeter, Inc
                                                                                                                                                      • Henkel Corporation
                                                                                                                                                      • Jafra Cosmetics International Inc.
                                                                                                                                                      • Jergens Naturals
                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                      • McDonald's U.S.A.
                                                                                                                                                      • Method Products, Inc.
                                                                                                                                                      • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                      • Neutrogena Corporation
                                                                                                                                                      • Nivea
                                                                                                                                                      • Olay Company, Inc.
                                                                                                                                                      • P&G-Clairol, Inc.
                                                                                                                                                      • Personal Care Products Council
                                                                                                                                                      • Private Label Manufacturers Association (PLMA)
                                                                                                                                                      • Procter & Gamble Company (The)
                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                      • ShopKo Stores, Inc
                                                                                                                                                      • Target Corporation
                                                                                                                                                      • The Body Shop - Retail Sales
                                                                                                                                                      • The Kroger Co.
                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                      • U.S. Department of Agriculture
                                                                                                                                                      • Unilever USA
                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                      • Whole Foods Market Inc
                                                                                                                                                      • Yardley London

                                                                                                                                                      Private Label Soap, Bath and Shower Products - US - May 2010

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