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Soap, Bath and Shower Products - UK - April 2011

The recession has impacted upon the shopping habits of more than five in ten adults. Buying soap, bath and shower products that are on special offer is top of the mind amongst just over a half of consumers. Almost four in ten consumers even go as far as stock piling products when they see an irresistible promotion on soap, bath and shower products.

  • Those paying the most for their bath and shower products are more interested than average in green issues, such as choosing showers over baths due to being better for the environment, checking whether ingredients have been tested on animals, buying products with environmentally friendly packaging and buying natural and organic products.
  • Amongst men, it is the less affluent consumers (social grade DEs) who are heaviest volume users of bath additives and oils. This group includes manual workers with physically demanding occupations who benefit from soaking in the bath to ease muscle aches and pains. There is a bias towards the East and West Midlands, North West and Yorkshire and Humberside, where manual work is higher.
  • Only 2% of consumers spend £3 or more on bar soap, typically ABs and upmarket shoppers (i.e. shoppers at Waitrose and Marks & Spencer), who buy premium-quality bar soaps, such as those accompanying fragrances or from specialist toiletry companies.
  • When choosing shower or bath products, half of buyers of shower products and almost four in ten buyers of bath products look for moisturising benefits. Women and 16-24-year-olds are the most likely to buy shower and bath products which bear the moisturising claim. Six in ten consumers who spend £3 or more on shower products look for moisturising ingredients (the most important product benefit sought), compared to half of buyers of bath products spending the same amount (the same proportion of whom look for relaxing or pampering products
  • Almost seven in ten consumers look for shower or bath products that are suitable for the whole family.
  • Young women (16-34-year-olds) and part-time workers are more likely to buy bath products that claim to relax and pamper. Part-time working is biased towards women who are raising a family, so they are likely to enjoy a bath after a busy day working and looking after their family. Just over half consumers spending £3 or more on bath products look for relaxing and pampering ingredients.

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Table of contents

  1. Introduction

      • Definition
        • Excluded
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Best and worst case forecast sales of soap, bath and shower products, 2005-15
              • Growth in population fails to support market value
                • Shower category dominates
                  • Market factors
                    • Special offers
                      • Demographics
                        • Growing interest amongst men
                          • Swine flu and hand hygiene
                            • Stress therapy
                              • Companies, brands and innovation
                                • Figure 2: Manufacturers’ shares in UK retail value sales of soap, bath and shower products, 2010
                              • Sara Lee is market leader
                                • Innovation centred around de-stressing and relaxing or energising
                                  • The consumer
                                    • Figure 3: Impact of recession on shopping habits for bath and shower products, February 2011
                                  • Bargain hunting and down-trading in the recession
                                    • Out with the old, in with the new
                                      • What we think
                                      • Issues in the Market

                                          • Has the recession and the poor current economic climate affected sales and consumers’ shopping behaviour with regard to soap, bath and shower products?
                                            • How are the leading brands faring against rising competition from own-label, and also against uncertainties in the economy due to the recession?
                                              • What are the product attributes that soap, bath and shower manufacturers should focus on, in order to better meet consumers’ needs in this category?
                                                • Is there room for more product segmentation in this market?
                                                  • Is the environment still a consumer concern?
                                                  • Future Opportunities

                                                      • Trend: Greenfluencers
                                                        • Trend: Mood from Food
                                                        • Internal Market Environment

                                                          • Key points
                                                            • Recession fuels demand for in-home treatments
                                                              • Focus on men
                                                                • The impact of swine flu
                                                                  • Influence of attitudes towards appearance
                                                                    • Figure 4: Trends in attitudes towards personal appearance, by gender, 2006-10
                                                                  • Skin complaints
                                                                    • Figure 5: Trends in incidence of skin complaints and stress in last 12 months, 2006-10
                                                                  • Attitudes towards quality
                                                                    • Figure 6: Trends in level of receptiveness to quality, 2006-10
                                                                  • Changes to safety regulations in cosmetics industry
                                                                    • Animal testing
                                                                    • Broader Market Environment

                                                                      • Key points
                                                                        • Importance of bargains
                                                                          • Figure 7: Changing grocery shopping habits, January 2009-February 2011
                                                                        • Looking for more value from toiletries
                                                                          • Figure 8: GDP, PDI and consumer expenditure, at current prices, 2005-15
                                                                        • Influence of changes in demographic profile of population
                                                                          • Figure 9: Trends in the age structure of the UK population, by gender, 2005-15
                                                                        • Travel products
                                                                          • Figure 10: Number of overseas visits by UK residents, by region visited, 2005-09
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Leading innovators
                                                                            • Figure 11: New product activity in soap, bath and shower products, by company, 2008-10
                                                                          • Importance of botanical/herbal ingredients
                                                                            • Figure 12: New product launches in soap, bath and shower products, by product claim, 2010
                                                                          • Downturn in economy buoys own-label
                                                                            • Figure 13: New product launches in soap, bath and shower products, branded vs. own-label, 2008-10
                                                                          • Seasonal and limited editions
                                                                            • Aromatic
                                                                              • Inspiration from around the world
                                                                                • Food as an ingredient
                                                                                  • Products for men
                                                                                    • Humour
                                                                                      • Anti-ageing
                                                                                      • Strengths and Weaknesses

                                                                                        • Strengths
                                                                                          • Weaknesses
                                                                                          • Competitive Context

                                                                                            • Key points
                                                                                              • Women’s grooming habits
                                                                                                • Figure 14: Trends in usage of selected toiletries, top ten – women, 2006-10
                                                                                              • Men’s grooming habits
                                                                                                • Figure 15: Trends in usage of selected toiletries, top ten – men, 2006-10
                                                                                              • The beauty market
                                                                                                • Figure 16: UK retail value sales of selected cosmetics and toiletries, 2005-09
                                                                                            • Market Size and Forecast

                                                                                              • Key points
                                                                                                • Figure 17: UK retail value sales of soap, bath and shower products, at current and constant prices, 2005-15
                                                                                              • Special offers boost SBS volumes but slow down value growth
                                                                                                • Future of the market
                                                                                                  • Forecast
                                                                                                    • Figure 18: Best- and worst-case forecast value sales of soap, bath and shower products, 2005-15
                                                                                                • Segment Performance

                                                                                                  • Key points
                                                                                                    • Sector performance
                                                                                                      • Figure 19: UK retail value sales of soap, bath and shower products, by sector, at current prices, 2005-15
                                                                                                    • Sector split by target audience
                                                                                                      • Figure 20: UK retail value sales of soap, bath and shower products, by target audience, 2008-10
                                                                                                  • Market Share

                                                                                                    • Key points
                                                                                                      • Figure 21: Manufacturers’ shares in value sales of soap, bath and shower products, 2008-10
                                                                                                  • Companies and Products

                                                                                                    • Beiersdorf
                                                                                                        • Figure 22: Financial performance of Beiersdorf in the UK, 2008 and 2009
                                                                                                      • Colgate-Palmolive
                                                                                                          • Figure 23: Financial performance of Colgate-Palmolive in the UK, 2008 and 2009
                                                                                                          • Figure 24: New products launched by Colgate-Palmolive in the UK soap, bath and shower products market, 2010
                                                                                                        • Johnson & Johnson
                                                                                                            • Figure 25: Financial performance of J&J in the UK, 2008 and 2009
                                                                                                          • Procter & Gamble
                                                                                                            • PZ Cussons
                                                                                                                • Figure 26: New products launched by PZ Cussons in the UK soap, bath and shower products market, 2010
                                                                                                              • Sara Lee
                                                                                                                  • Figure 27: New products launched under the Radox brand in the UK, 2010
                                                                                                                • Unilever
                                                                                                                    • Figure 28: New products launched by Unilever in the UK soap, bath and shower products market, 2010
                                                                                                                • Brand Communication and Promotion

                                                                                                                  • Key points
                                                                                                                    • Total adspend in the soap, bath and shower market
                                                                                                                      • Figure 29: Topline adspend in the soap, bath and shower market, 2006-10
                                                                                                                    • Total adspend in soap, bath and shower products by category
                                                                                                                      • Figure 30: Topline adspend on soap, bath and shower products, by sector, January-October 2010
                                                                                                                    • Adspend on soap, bath and shower products by company
                                                                                                                      • Figure 31: Highest-spending companies in adspend in the soap, bath and shower market, January-October 2010
                                                                                                                  • Channels to Market

                                                                                                                    • Key points
                                                                                                                      • Distribution
                                                                                                                        • Figure 32: Retail sales of soap, bath and shower products, by outlet type, 2008-10
                                                                                                                      • Grocers dominate
                                                                                                                        • Trust in Boots
                                                                                                                          • Independent pharmacies are disadvantaged
                                                                                                                          • The Consumer – Use of Soap, Bath and Shower Products

                                                                                                                            • Key points
                                                                                                                              • Trends in usage
                                                                                                                                • Figure 33: Usage of soap, bath and shower products, by gender, 2010
                                                                                                                              • Bath additives
                                                                                                                                • Figure 34: Trends in usage of bath oils/liquids/additives, by gender, 2008-10
                                                                                                                              • Shower products
                                                                                                                                • Figure 35: Trends in usage of shower gels/cream/body wash, by gender, 2008-10
                                                                                                                              • Bar soap
                                                                                                                                • Figure 36: Trends in usage of bar of soap, by gender, 2008-10
                                                                                                                              • Liquid soap
                                                                                                                                • Figure 37: Trends in usage of liquid soap/handwash, by gender, 2008-10
                                                                                                                            • The Consumer – Price Consumers Pay for Soap, Bath and Shower Products

                                                                                                                              • Key points
                                                                                                                                • Price consumers are willing to pay for soap, bath and shower products
                                                                                                                                    • Figure 38: Soap, bath and shower products bought in last six months and price normally paid, February 2011
                                                                                                                                  • Attributes looked for by price paid
                                                                                                                                    • Figure 39: Attributes looked for when buying shower products, by price paid for them, February 2011
                                                                                                                                    • Figure 40: Attributes looked for when buying bath products, by bath products bought and price paid for them in the last six months, February 2011
                                                                                                                                  • Attitudes to soap, bath and shower products by price paid
                                                                                                                                      • Figure 41: Attitudes towards shower products bought and price paid for them in the last six months, February 2011
                                                                                                                                      • Figure 42: Attitudes towards bath products bought and price paid for them in the last six months, February 2011
                                                                                                                                    • Changes in shopping habits after the recession by price paid
                                                                                                                                        • Figure 43: Change in shopping habits after the recession by shower products bought and price paid for them
                                                                                                                                        • Figure 44: Change in shopping habits after the recession by bath products bought and price paid for them
                                                                                                                                    • The Consumer – Attributes Looked for in Soap, Bath and Shower Products

                                                                                                                                      • Key points
                                                                                                                                          • Figure 45: Attributes consumers look for when buying soap, bath and shower products, February 2011
                                                                                                                                      • The Consumer – Attitudes Towards Soap, Bath and Shower Products

                                                                                                                                        • Key points
                                                                                                                                            • Figure 46: Consumer attitudes towards shower and bath products, February 2011
                                                                                                                                          • Out with the old, in with the new
                                                                                                                                            • Recycling
                                                                                                                                              • Showers are better suited to the environment
                                                                                                                                                • Checking the ingredients
                                                                                                                                                  • Demand for organic
                                                                                                                                                  • The Consumer – Impact of Recession on Shopping for Soap, Bath and Shower Products

                                                                                                                                                    • Key points
                                                                                                                                                      • Bargain hunters
                                                                                                                                                        • Trading down
                                                                                                                                                          • Business as usual
                                                                                                                                                            • Striving for efficiency
                                                                                                                                                            • Target Groups

                                                                                                                                                              • Key points
                                                                                                                                                                • ‘Splashing Out’ Consumers (32%)
                                                                                                                                                                  • ‘Bubble Bursts’ Consumers (32%)
                                                                                                                                                                    • ‘Promotion Chasing’ Consumers (32%)
                                                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                                                        • Figure 47: Attitudes towards personal appearance – men, by demographics, 2010
                                                                                                                                                                        • Figure 48: Attitudes towards personal appearance – women, by demographics, 2010
                                                                                                                                                                        • Figure 49: Skin complaints suffered from in the last four weeks, by demographics, 2010
                                                                                                                                                                        • Figure 50: Skin complaints suffered from in the last 12 months, by demographics, 2010
                                                                                                                                                                        • Figure 51: Level of receptiveness to quality, by demographics, 2010
                                                                                                                                                                    • Appendix – Broader Market Environment

                                                                                                                                                                        • Figure 52: Trends in number of bathrooms in the home, 2006-10
                                                                                                                                                                        • Figure 53: UK child population, by age, 2005-15
                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                        • Figure 54: Best- and worst-case forecasts for soap, bath and showers, 2010-15
                                                                                                                                                                    • Appendix – Use of Soap, Bath and Shower Products

                                                                                                                                                                        • Figure 55: Usage of bath liquids/oils/salts – men, by demographics, 2010
                                                                                                                                                                        • Figure 56: Usage of bath liquids/oils/salts – women, by demographics, 2010
                                                                                                                                                                        • Figure 57: Usage of shower gels/cream/body wash – men, by demographics, 2010
                                                                                                                                                                        • Figure 58: Usage of shower gels/cream/body wash – women, by demographics, 2010
                                                                                                                                                                        • Figure 59: Usage of bars of soap – men, by demographics, 2010
                                                                                                                                                                        • Figure 60: Usage of bars of soap – women, by demographics, 2010
                                                                                                                                                                        • Figure 61: Usage of liquid soap/handwash – men, by demographics, 2010
                                                                                                                                                                        • Figure 62: Usage of liquid soap/handwash – women, by demographics, 2010
                                                                                                                                                                    • Appendix – Price Consumers Pay for Soap, Bath and Shower Products

                                                                                                                                                                        • Figure 63: Products bought and price paid for them in the last six months, February 2011
                                                                                                                                                                        • Figure 64: Liquid hand soap bought and price paid for them in the last six months, by demographics, February 2011
                                                                                                                                                                        • Figure 65: Bar soap bought and price paid for them in the last six months, by demographics, February 2011
                                                                                                                                                                        • Figure 66: Shower gel, cream, body wash bought and price paid for them in the last six months, by demographics, February 2011
                                                                                                                                                                        • Figure 67: Bath gel, cream etc bought and price paid for them in the last six months, by demographics, February 2011
                                                                                                                                                                        • Figure 68: Combined hair and body wash bought and price paid for them in the last six months, by demographics, February 2011
                                                                                                                                                                        • Figure 69: Hand sanitisers bought and price paid for them in the last six months, by demographics, February 2011
                                                                                                                                                                        • Figure 70: Attributes looked for when buying shower products, by shower products bought and price paid for them in the last six months, February 2011
                                                                                                                                                                        • Figure 71: Attributes looked for when buying bath products, by bath products bought and price paid for them in the last six months, February 2011
                                                                                                                                                                        • Figure 72: Attitudes towards shower and bath products, by shower products bought and price paid for them in the last six months, February 2011
                                                                                                                                                                        • Figure 73: Attitudes towards shower and bath products, by bath products bought and price paid for them in the last six months, February 2011
                                                                                                                                                                        • Figure 74: Change in shopping habits after recession, by shower products bought and price paid for them in the last six months, February 2011
                                                                                                                                                                        • Figure 75: Change in shopping habits after recession, by bath products bought and price paid for them in the last six months, February 2011
                                                                                                                                                                    • Appendix – Attributes Looked for I Soap, Bath and Shower Products

                                                                                                                                                                        • Figure 76: Attributes looked for when buying shower products/bath products, February 2011
                                                                                                                                                                        • Figure 77: Most popular attributes looked for when buying shower products, by demographics, February 2011
                                                                                                                                                                        • Figure 78: Next most popular attributes looked for when buying shower products, by demographics, February 2011
                                                                                                                                                                        • Figure 79: Other attributes looked for when buying shower products, by demographics, February 2011
                                                                                                                                                                        • Figure 80: Most popular attributes looked for when buying bath products, by demographics, February 2011
                                                                                                                                                                        • Figure 81: Next most popular attributes looked for when buying bath products, by demographics, February 2011
                                                                                                                                                                        • Figure 82: Other attributes looked for when buying bath products, by demographics, February 2011
                                                                                                                                                                        • Figure 83: Attributes looked for when buying shower products, February 2011
                                                                                                                                                                        • Figure 84: Attributes looked for when buying bath products, February 2011
                                                                                                                                                                    • Appendix – Attitudes towards Soap, Bath and Shower Products

                                                                                                                                                                        • Figure 85: Attitudes towards shower and bath products, February 2011
                                                                                                                                                                        • Figure 86: Agreement with the statement ‘I try to use up old shower/bath products before buying new ones‘, by demographics, February 2011
                                                                                                                                                                        • Figure 87: Agreement with the statement ‘I often throw away shower/bath products before they are empty‘, by demographics, February 2011
                                                                                                                                                                        • Figure 88: Agreement with the statement ‘I tend to have bottles of unfinished shower/bath products in the bathroom‘, by demographics, February 2011
                                                                                                                                                                        • Figure 89: Agreement with the statement ‘I usually recycle the packaging of my shower/bath products‘, by demographics, February 2011
                                                                                                                                                                        • Figure 90: Agreement with the statement ‘I buy products with environmentally friendly packaging (eg pouches, refills, recyclable packaging etc)‘, by demographics, February 2011
                                                                                                                                                                        • Figure 91: Agreement with the statement ‘I worry about the environmental effect of using ingredients from rainforests/natural habitats in shower/bath products‘, by demographics, February 2011
                                                                                                                                                                        • Figure 92: Agreement with the statement ‘I have more showers than baths because it is better for the environment‘, by demographics, February 2011
                                                                                                                                                                        • Figure 93: Agreement with the statement ‘Saving the environment isn’t something I think about when buying shower/bath products‘, by demographics, February 2011
                                                                                                                                                                        • Figure 94: Agreement with the statement ‘I try to buy natural or organic shower/bath product brands‘, by demographics, February 2011
                                                                                                                                                                        • Figure 95: Agreement with the statement ‘Before buying shower/bath products, I check whether ingredients have been tested on animals‘, by demographics, February 2011
                                                                                                                                                                        • Figure 96: Attitudes towards shower and bath products, February 2011
                                                                                                                                                                        • Figure 97: Attitudes towards shower and bath products, February 2011
                                                                                                                                                                    • Appendix – Consumers – Impact of Recession on Shopping for Soap, Bath and Shower Products

                                                                                                                                                                        • Figure 98: Change in shopping habits after recession, February 2011
                                                                                                                                                                        • Figure 99: Most popular change in shopping habits after recession, by demographics, February 2011
                                                                                                                                                                        • Figure 100: Next most popular change in shopping habits after recession, by demographics, February 2011
                                                                                                                                                                        • Figure 101: Change in shopping habits after recession, by any spend on toiletries products, February 2011
                                                                                                                                                                    • Appendix – Target Groups

                                                                                                                                                                        • Figure 102: Attitudes towards shower and bath products, by target groups, February 2011
                                                                                                                                                                        • Figure 103: Attitudes towards shower and bath products, by demographics, February 2011
                                                                                                                                                                        • Figure 104: Change in shopping habits after recession, by target groups, February 2011
                                                                                                                                                                        • Figure 105: Target groups, by demographics, February 2011

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • Alliance Boots
                                                                                                                                                                    • Avon Cosmetics Ltd
                                                                                                                                                                    • Beiersdorf AG
                                                                                                                                                                    • Colgate-Palmolive Company
                                                                                                                                                                    • Colgate-Palmolive UK Ltd
                                                                                                                                                                    • Douwe Egberts UK
                                                                                                                                                                    • Health Protection Agency
                                                                                                                                                                    • Johnson & Johnson Ltd
                                                                                                                                                                    • L'Occitane Ltd
                                                                                                                                                                    • Neutrogena Corporation
                                                                                                                                                                    • Nivea
                                                                                                                                                                    • Olay Company, Inc.
                                                                                                                                                                    • Procter & Gamble UK & Ireland
                                                                                                                                                                    • PZ Cussons
                                                                                                                                                                    • Sara Lee (UK)
                                                                                                                                                                    • SC Johnson UK
                                                                                                                                                                    • Schwarzkopf & Henkel
                                                                                                                                                                    • The Body Shop - Retail Sales
                                                                                                                                                                    • Unilever Plc
                                                                                                                                                                    • Yves Rocher UK

                                                                                                                                                                    Soap, Bath and Shower Products - UK - April 2011

                                                                                                                                                                    £1,750.00 (Excl.Tax)