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Soap, Bath and Shower Products - UK - February 2015

"Retail sales declines are evident for the second year in a row in the soap, bath and shower (SBS) market (-1.2% to £638 million in 2014) as the trend of saving money on day-to-day hygiene essentials continues; consumers are maintaining their reliance on price promotions, as well as trading down to cheaper products such as bar soaps."

- Charlotte Libby, Senior Beauty Analyst

This report covers the following areas:

  • Bathing falls from fashion
  • Bar soaps return to favour
  • Prominence of skincare claims increases

Retail sales declines are evident for the second year in a row in the soap, bath and shower (SBS) market as the trend of saving money on day-to-day hygiene essentials continues; consumers are maintaining their reliance on price promotions, as well as trading down to cheaper products such as bar soaps.

Bathing is increasingly viewed as a more costly and time-consuming alternative to showering, with one in five adults now taking fewer baths. This has directly impacted retail value sales in the segment, with bath products falling from 2013-14. Changing consumer perception of bathing is essential to return the market to growth, with opportunities in skincare and beauty claims.

This report covers the UK retail market for soap, bath and shower products (including specific male, female and family products – ie those that can be used on babies and children) and includes the following:

  • Toilet soaps in both bar and liquid form, including hand washes
  • Hand sanitisers
  • Bath additives such as foam, crème, oil and bubble bath, bath pearls and beads and solid bath products such as salts, grains, crystals and cubes
  • Shower products such as gels, mousses, body shampoos and body washes
  • Products marketed as soap-free, such as Dove or Oil of Olay moisturising bars, as well as products such as Oilatum, which are formulated specifically for problem skin.

The report excludes facial cleansers such as scrubs and foams, which are included in Mintel’s Facial Skincare – UK, May 2014 report. The report also excludes other bodycare products, used outside of a cleansing routine, as well as wash accessories such as sponges, loofahs, mitts etc.

 

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

        • Sales fail to regain growth in 2014
          • Figure 1: Best- and worst-case forecast for UK retail value sales of soap, bath and shower products, 2009-19
        • Radox, Sanex and Carex are 2014’s strong performers
          • Figure 2: Brand shares in the UK shower product market, years ending November 2013 and 2014
        • Bar soap takes increasing NPD focus
          • Figure 3: New product development in the soap, bath and shower category, by product type, 2012-14
        • Frequent hand washing campaigns take effect
          • Figure 4: Changing frequency of bathroom activities, December 2014
        • Becoming a step in the beauty routine
          • Figure 5: Consumer attitudes towards bathing and showering, December 2014
      • Issues and Insights

        • Bathing falls from fashion
          • The facts
            • The implications
              • Bar soaps return to favour
                • The facts
                  • The implications
                    • Prominence of skincare claims increases
                      • The facts
                        • The implications
                        • The Market – What You Need to Know

                          • The Market – Market Size and Forecast

                            • Sales fail to regain growth in 2014
                              • Future growth predicted to be driven only by inflation
                                • Figure 6: UK retail value sales of soap, bath and shower products, at current and constant prices, 2009-19
                                • Figure 7: Best and worst-case forecast for UK retail value sales of soap, bath and shower products, 2009-19
                            • The Market – Segment Performance

                              • Shower products the only segment to remain in growth
                                • Longer-lasting bar soaps return to fashion
                                  • Figure 8: UK retail value sales of soap, bath and shower products, by segment, 2012-14
                              • The Market – Channels to Market

                                • Discounters continue to show strength
                                  • Product range sees grocers remain the dominant channel
                                    • Figure 9: UK retail value sales of soap, bath and shower products, by outlet type, 2013 and 2014
                                • The Market – Market Drivers

                                  • The SBS market needs to focus on the ageing population
                                    • Figure 10: Trends in the age structure of the UK population, 2009-19
                                  • Working lifestyles impact grooming routine
                                    • Figure 11: Employment and unemployment, by gender, 2009-19
                                  • Economic recovery continues
                                    • Figure 12: Trend in people describing their financial situation as healthy, February 2009-October 2014
                                  • Disease outbreaks increase hand washing
                                  • Key Players – What You Need to Know

                                    • Key Players – Market Share

                                      • Radox strengthens lead of the shower market
                                        • Figure 13: Example of Radox promotions, January 2015
                                        • Figure 14: Brand shares in the UK shower product market, years ending November 2013 and 2014
                                      • Sanex sees growth in the bath market
                                        • Figure 15: Brand shares in the UK bath product market, years ending November 2013 and 2014
                                      • Carex appeals to hygiene-conscious parents
                                        • Figure 16: Brand shares in the UK soap market, years ending November 2013 and 2014
                                    • Key Players – Brand Research

                                      • Key brand metrics
                                        • Figure 17: Key metrics for selected brands, December 2014
                                      • NIVEA enjoys strong overall image across different metrics
                                        • Figure 18: User profile of NIVEA in the last 12 months, December 2014
                                      • Brand map: NIVEA is a trusted brand
                                        • Figure 19: Attitudes towards and usage of selected brands, December 2014
                                      • Brand attitudes: NIVEA inspires pride and confidence
                                        • Figure 20: Attitudes, by brand, December 2014
                                      • Carex has a brand image based on care
                                        • Figure 21: User profile of Carex in the last 12 months, December 2014
                                      • Sanex shares similar attributes to Carex, but has more clinical approach
                                        • Figure 22: User profile of Sanex in the last 12 months, December 2014
                                      • The Body Shop has a more glamorous image helped by its depth of product range
                                        • Figure 23: User profile of The Body Shop in the last 12 months, December 2014
                                      • Brand personality: The Body Shop’s ethics continue to drive its brand image
                                        • Figure 24: Brand personality – Macro image, December 2014
                                      • Palmolive appears in need of modernisation
                                        • Figure 25: User profile of Palmolive in the last 12 months, December 2014
                                      • Palmolive shows signs of falling behind the curve
                                        • Figure 26: Brand personality – Micro image, December 2014
                                    • Key Players – Brand Communication and Promotion

                                      • Increasing spend in 2014 did not prevent sales declines
                                        • Figure 27: Main monitored media advertising spend on soap, bath and shower products, 2012-14
                                      • Unilever strengthens spend in SBS
                                        • Figure 28: Main monitored media advertising spend on soap, bath and shower products, by top five advertisers in 2014, 2012-14
                                      • Press adverting gaining share
                                        • Figure 29: Main monitored media advertising spend on soap, bath and shower products, by media type, 2012-14
                                      • Multi-product campaigns increase spend in 2014
                                        • Figure 30: Main monitored media advertising spend on soap, bath and shower products, by product category, 2013 and 2014
                                    • Key Players – Launch Activity and Innovation

                                      • Bar soap takes increasing NPD focus
                                        • Figure 31: New product development in the soap, bath and shower category, by product type, 2012-14
                                        • Figure 32: Examples of new product launches in the bar soap market, 2014
                                      • New product launches remain at a high level
                                        • Figure 33: New product development in the soap, bath and shower category, by launch type, 2012-14
                                        • Figure 34: Examples of new packaging in the shower market, 2014
                                      • Moisture claims grow in prominence
                                        • Figure 35: Top 10 product positioning claims (in 2014) in the soap, bath and shower market, 2013 and 2014
                                        • Figure 36: Examples of SBS products featuring moisturising/hydrating skincare claims, 2014
                                      • Unusual muses add an element of fun
                                        • Figure 37: Examples of collaborative SBS products, 2014
                                      • Wilko Fruits launches a wide range of products
                                        • Figure 38: New product launches in the UK soap, bath and shower market, by top five ultimate companies and other, 2014
                                        • Figure 39: Product examples from the Wilko Fruits range, 2014
                                    • The Consumer – What You Need to Know

                                      • The Consumer – Bathroom Routine

                                        • Frequent hand washing campaigns take effect
                                            • Figure 40: Changing frequency of bathroom activities, December 2014
                                          • Baths falling from favour
                                            • Young adults are bathing and showering more frequently
                                                • Figure 41: Changing frequency of bathing and showering, by age, December 2014
                                            • The Consumer – Bathing and Showering Habits

                                              • Morning vs evening can be a focus for campaigns
                                                  • Figure 42: Consumer attitudes towards bathing and showering, December 2014
                                                • Becoming a step in the beauty regime
                                                • The Consumer – Product Purchasing

                                                  • Bar soap offers more value for money
                                                      • Figure 43: Frequency of purchasing soap, bath and shower products, November 2014
                                                    • Essentials are being bought more frequently
                                                        • Figure 44: Purchasing soap, bath and shower products at least once per month, December 2013 and 2014
                                                    • The Consumer – Bath Product Fragrance Preferences

                                                      • Men bathe to refresh and energise
                                                          • Figure 45: Fragrance preferences of bath products, by gender, December 2014
                                                        • Superfruits interest young women
                                                        • The Consumer – Interest in New Products

                                                          • Skincare benefits of most interest to consumers
                                                              • Figure 46: Consumer interest in soap, bath and shower products, December 2014
                                                            • Double concentrate appeals with value for money
                                                              • Waterless products can be of use for an ageing population
                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                • Data sources
                                                                  • Abbreviations
                                                                    • Fan chart forecast
                                                                      • Brand research
                                                                        • Brand map
                                                                          • Correspondence analysis
                                                                            • The market
                                                                              • Figure 47: Trends in adults spending extra money on beauty products and treatments, November 2011-October 2014
                                                                              • Figure 48: Best- and worst-case forecast for UK retail value sales of soap products, 2009-19
                                                                              • Figure 49: Best- and worst-case forecast for UK retail value sales of bath products, 2009-19
                                                                              • Figure 50: Best- and worst-case forecast for UK retail value sales of shower products, 2009-19
                                                                            • Key players
                                                                              • Figure 51: Market development in the UK soap, bath and shower market, by launch type, 2014
                                                                              • Figure 52: Top five product positioning claims in the SBS market, by product type, 2014

                                                                          Companies Covered

                                                                          To learn more about the companies covered in this report please contact us.

                                                                          Soap, Bath and Shower Products - UK - February 2015

                                                                          US $2,478.79 (Excl.Tax)