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- Soap, Bath and Shower Products - Europe - March 2011
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Sales of soap, bath and shower products have put in a varied performance in the Big 5, partly due to the economic recession. While demand for bath additives is generally declining, growth in shower gels and liquid soap has supported sales. Backed by its bigger population, Germany is the largest market in Europe, with sales of €1.1 billion in 2010.
Introduction
Key points
Definition
Consumer research
Abbreviations
Market in Brief
Varied performance
Shower products lead the way
Au naturel
Caring for skin
Essential shower gels
Tale of two consumer bases
Hands-free soap
Gifting adds creativity
Minerals and metals for men
Child’s play
Eco shower power
Showers shape up
European Market Size and Forecast
Key points
Soap, bath and shower products
Figure 1: Retail value sales of soap, bath and shower products, by country, 2005-14*
Figure 2: Spend per capita on soap, bath and shower products, France, Germany, Italy, Spain and UK, 2005-10
Market Segmentation
Key points
Key analysis
Soap, bath and shower products
Figure 3: Retail value sales of soap, bath and shower market, by sector, Belgium, 2010
Figure 4: Retail value sales of soap, bath and shower market, by sector, France, 2010
Figure 5: Retail value sales of soap, bath and shower market, by sector, Germany, 2010
Figure 6: Retail value sales of soap, bath and shower market, by sector, Italy, 2010
Figure 7: Retail value sales of soap, bath and shower market, by sector, Netherlands, 2010
Figure 8: Retail value sales of soap, bath and shower market, by sector, Poland, 2010
Figure 9: Retail value sales of soap, bath and shower market, by sector, Russia, 2010
Figure 10: Retail value sales of soap, bath and shower market, by sector, Spain, 2010
Figure 11: Retail value sales of soap, bath and shower market, by sector, UK, 2010
Companies and Product Innovation
Key points
Key analysis
Global region
Figure 12: % of new product launches in soap, bath and shower products, by region, 2010
European region
Figure 13: % of new product launches in soap, bath and shower products, by European country, 2010
New product launches by leading claims
Figure 14: % of new product launches in soap, bath and shower products by top five claims by the Big 5 European countries, 2010
Age is more than a number
Men’s launches outnumber female products
France – Soap, bath and shower products
Competitive landscape
Figure 15: % of soap, bath and shower product launches, by sub-category, France, 2007-10
Figure 16: Top five claims on soap, bath and shower product launches, France, 2008-10
Figure 17: Positioning of soap, bath and shower product launches, France, 2007-10
Natural is key
Exotic and sensual scents
Gourmand gels
Germany – Soap, bath and shower products
Competitive landscape
Figure 18: % of soap, bath and shower product launches, by sub-category, Germany, 2007-10
Figure 19: Top five claims on soap, bath and shower product launches, Germany, 2008-10
Caring for the skin
Soap in a tube
Free-from formulations
Italy – Soap, bath and shower products
Competitive landscape
Figure 20: % of soap, bath and shower product launches, by sub-category, Italy, 2007-10
Figure 21: Top five claims on soap, bath and shower product launches, Italy, 2008-10
Liquid success
Artisanal bar soaps
Men in focus
Spain – Soap, bath and shower products
Competitive landscape
Figure 22: % of soap, bath and shower product launches, by sub-category, Spain, 2007-10
Figure 23: Top five claims on soap, bath and shower product launches, Spain, 2008-10
Own labels grow in importance
Extra moisturisation
Novel format
Clean hands
UK – Soap, bath and shower products
Competitive landscape
Figure 24: % of soap, bath and shower product launches, by sub-category, UK, 2007-10
Figure 25: Top five claims on soap, bath and shower product launches, UK, 2008-10
Figure 26: Positioning of soap, bath and shower product launches, UK, 2007-10
Botanical and herbal products
Men only
Ethical considerations
The Consumer
Key points
Key analysis
Liquid soap
Figure 27: Trends in frequency of use of liquid soap, France, 2009-10
Figure 28: Trends in frequency of use of liquid soap, Germany, 2009-10
Figure 29: Trends in frequency of use of liquid soap, Spain, 2009-10
Figure 30: Trends in frequency of use of liquid soap, GB, 2009-10
Bar soap
Figure 31: Trends in frequency of use of bars of soap, France, 2009-10
Figure 32: Trends in frequency of use of bars of soap, Germany, 2009-10
Figure 33: Trends in frequency of use of bars of soap, Spain, 2009-10
Figure 34: Trends in frequency of use of bars of soap, GB, 2009-10
Shower gels and bath products
Figure 35: Frequency of use of shower gels and bath products, France, 2010
Figure 36: Frequency of use of shower and bath products, France, 2010
Figure 37: Frequency of use of shower gels and bath products, Germany, 2010
Figure 38: Frequency of use of shower and bath products, Germany, 2010
Figure 39: Frequency of use of shower gels and bath products, Spain, 2010
Figure 40: Frequency of use of shower and bath products, Spain, 2010
Figure 41: Frequency of use of shower gels and bath products, GB, 2010
Figure 42: Frequency of use of shower and bath products, GB, 2010
Consumer Attitudes
Key points
Key analysis
Environmental concerns show green shoots
Figure 43: Trends in agreement with selected lifestyle statements, France, 2009-10
Figure 44: Trends in agreement with selected lifestyle statements, Germany, 2009-10
Figure 45: Trends in agreement with selected lifestyle statements, Spain, 2009-10
Figure 46: Trends in agreement with selected lifestyle statements, GB, 2009-10
Keep young and beautiful
Figure 47: Trends in agreement with selected lifestyle statements, France, 2009-10
Figure 48: Trends in agreement with selected lifestyle statements, Germany, 2009-10
Figure 49: Trends in agreement with selected lifestyle statements, Spain, 2009-10
Figure 50: Trends in agreement with selected lifestyle statements, GB, 2009-10
Brand loyalty
Figure 51: Trends in agreement with selected lifestyle statements, France, 2009-10
Figure 52: Trends in agreement with selected lifestyle statements, Germany, 2009-10
Figure 53: Trends in agreement with selected lifestyle statements, Spain, 2009-10
Figure 54: Trends in agreement with selected lifestyle statements, GB, 2009-10
Appendix
Figure 55: Buy bath and shower gels by demographics, France, 2010
Figure 56: Frequency of use of liquid soap, by demographics, France, 2010
Figure 57: Frequency of use of liquid soap, by demographics, Germany, 2010
Figure 58: Frequency of use of liquid soap, by demographics, Spain, 2010
Figure 59: Frequency of use of liquid soap, by demographics, GB, 2010
Figure 60: Frequency of use of bars of soap, by demographics, France, 2010
Figure 61: Frequency of use of bars of soap, by demographics, Germany, 2010
Figure 62: Frequency of use of bars of soap, by demographics, Spain, 2010
Figure 63: Frequency of use of bars of soap, by demographics, GB, 2010
Figure 64: Frequency of use of shower gels and bath products, by demographics, France, 2010
Figure 65: Frequency of use of shower gels and bath products, by demographics, Germany, 2010
Figure 66: Frequency of use of shower gels and bath products, by demographics, Spain, 2010
Figure 67: Frequency of use of shower gels and bath products, by demographics, GB, 2010
Figure 68: Frequency of use of shower and bath products, by demographics, France, 2010
Figure 69: Frequency of use of shower and bath products, by demographics, Germany, 2010
Figure 70: Frequency of use of shower and bath products, by demographics, Spain, 2010
Figure 71: Frequency of use of shower and bath products, by demographics, GB, 2010
Figure 72: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 73: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 74: Agreement with selected lifestyle statements, by demographics, France, 2010
Figure 75: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 76: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 77: Agreement with selected lifestyle statements, by demographics, Germany, 2010
Figure 78: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 79: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 80: Agreement with selected lifestyle statements, by demographics, Spain, 2010
Figure 81: Agreement with selected lifestyle statements, by demographics, GB, 2010
Figure 82: Agreement with selected lifestyle statements, by demographics, GB, 2010
Figure 83: Agreement with selected lifestyle statements, by demographics, GB, 2010
Figure 84: Agreement with selected lifestyle statements, by demographics, GB, 2010
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