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Soap, Bath and Shower Products - UK - February 2016

“The SBS (soap, bath and shower) market, once plagued by consumer reliance on price promotions and special offers, continues to fluctuate as consumers now trade down on daily essentials in order to treat themselves with more luxurious occasional-use items such as detox bath salts. In 2016 in-shower treatments present an opportunity for SBS products to cannibalise sales from other BPC (Beauty and Personal Care) categories, such as facial skincare and tanning.”
– Charlotte Libby, Senior Beauty Analyst

This report examines the following areas:

  • Global water shortage could stall market growth
  • In-shower treatments present opportunity

Bathing, which is falling from favour as a regular activity, shows signs of strengthening sales and usage as it repositions as an area for treatment, encompassing health trends such as detox and mindfulness. In 2016 the shower market is set to replicate this beauty treatment positioning, with the emergence of in-shower treatments such as tanning products and skincare.

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.

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Table of contents

  1. Introduction

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

            • Market growth minimal in 2015
              • Figure 1: Best- and worst-case forecast for UK retail value sales of soap, bath and shower products, 2010-20
            • Bar soap continues to grow NPD share
              • Figure 2: New product development in the soap, bath and shower category, by product type, 2013-15
            • In-shower treatments a growth market
              • Figure 3: Usage of soap, bath and shower products, by gender, October 2015
            • Health checks are widely performed in-shower
              • Figure 4: Activities performed whilst bathing or showering, by gender, October 2015
            • Fragrance-free and sensitive skins are not of particular concern
              • Figure 5: Attitudes towards bathing and showering, October 2015
            • Vitamin-enriched SBS products hold appeal
              • Figure 6: Consumer awareness and preference for ingredients in soap, bath and shower products, October 2015
            • Saving money boosts environmental consideration
              • Figure 7: Interest in new areas of innovation, by gender, October 2015
            • What we think
            • Issues and Insights

              • Global water shortage could stall market growth
                • The facts
                  • The implications
                    • In-shower treatments present opportunity
                      • The facts
                        • The implications
                        • The Market – What You Need to Know

                          • Market growth minimal in 2015
                            • Soap and bath appeal with innovation
                              • Bathing segment up despite fall in frequency of bathing
                                • Growth in discount retailers
                                  • Global water shortage
                                    • 2015 brought a fitness craze
                                      • Antimicrobial resistance fears a growing issue
                                        • New legislation to force product reformulation
                                        • Market Size and Forecast

                                          • A somewhat unstable market
                                            • Figure 8: UK retail value sales of soap, bath and shower products, at current and constant prices, 2010-20
                                          • Future growth expected to be slow but stable
                                            • Figure 9: Best- and worst-case forecast for UK retail value sales of soap, bath and shower products, 2010-20
                                        • Segment Performance

                                          • Bathing brings a prestige approach
                                            • Figure 10: UK retail value sales of soap, bath and shower products, by segment, 2014 and 2015
                                          • Soap and bath appeal with innovation
                                          • Channels to Market

                                            • Growth in discount retailers
                                              • Figure 11: UK retail value sales of soap, bath and shower products, by retail channel, 2014 and 2015
                                            • Boots boosted by new beauty positioning
                                            • Market Drivers

                                              • Opportunity for a tween market as well as mature
                                                • Figure 12: Trends in the age structure of the UK population, 2010-20
                                              • Global water shortage
                                                • Figure 13: Changing frequency of bathroom activities, December 2014
                                              • 2015 brought a fitness craze
                                                • Antimicrobial resistance fears a growing issue
                                                  • Figure 14: Household and personal hygiene behaviour, November 2013
                                                • New legislation to force product reformulation
                                                • Key Players – What You Need to Know

                                                  • Advertising spend rose in 2014 and remains high
                                                    • Core visual media the focus for high-profile launches
                                                      • A new direction for Lynx
                                                        • Bar soap continues to grow NPD share
                                                          • Free-from claims see growth
                                                            • Leading mass brands stay innovative
                                                              • Carex strengthens lead of the soap market
                                                                • Strong growth for Sanex in the bath and shower market
                                                                • Brand Communication and Promotion

                                                                  • Advertising spend rose in 2014 and remains high
                                                                    • Figure 15: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath and shower products, 2013-15
                                                                  • Core visual media the focus for high-profile launches
                                                                    • Figure 16: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath and shower products, by media type, 2013-15
                                                                  • Unilever responsible for half of advertising spend
                                                                    • Figure 17: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath and shower products, by top five advertisers and other in 2015
                                                                    • Figure 18: The L’Occitane 40th anniversary social media campaign, January 2016
                                                                  • Unilever brands Dove and Radox boost shower advertising
                                                                    • Figure 19: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath and shower products, by product type, 2014 and 2015
                                                                  • Coverage/methodology clarification
                                                                  • Launch Activity and Innovation

                                                                    • Bar soap continues to grow NPD share
                                                                      • Figure 20: New product development in the soap, bath and shower category, by product type, 2013-15
                                                                      • Figure 21: Examples of launches in the soap, bath and shower market with a detox or health positioning, 2015
                                                                    • Free-from claims see growth
                                                                      • Figure 22: Soap, bath and shower product launches with the vegan positioning claim and superfood-inspired fragrances, 2015
                                                                      • Figure 23: Top 10 fastest-growing product positioning claims in the soap, bath and shower category, 2014-15
                                                                    • GMO and palm oil in the spotlight
                                                                      • Limited edition brings packaging innovation
                                                                        • Figure 24: Examples of product launches in the soap, bath and shower market with seasonal packaging, 2015
                                                                      • An innovative year for HEMA
                                                                        • Figure 25: New product development in the soap, bath and shower market, by top five ultimate companies plus other, 2015
                                                                      • Leading mass brands stay innovative
                                                                        • Figure 26: Product innovation examples from leading brands in the soap, bath and shower market, 2015
                                                                    • Market Share

                                                                      • Carex strengthens lead of the soap market
                                                                        • Figure 27: Brand shares in the UK soap market, years ending October 2014 and 2015
                                                                        • Figure 28: Importance of Handwashing social media campaign, October 2015
                                                                      • Strong growth for Sanex in the bath and shower market
                                                                        • Figure 29: Brand shares in the UK bath and shower market, years ending October 2014 and 2015
                                                                    • The Consumer – What You Need to Know

                                                                      • In-shower treatments a growth market
                                                                        • Bath product usage not declining
                                                                          • Emerging oils segment
                                                                            • Health checks are widely performed in-shower
                                                                              • Devices market can boost SBS
                                                                                • Liquid products are preferred
                                                                                  • Fragrance-free and sensitive skins are of lower concern
                                                                                    • Vitamin-enriched SBS products hold appeal
                                                                                      • Lower awareness of perceived ‘bad’ ingredients
                                                                                        • Saving money boosts environmental consideration
                                                                                        • Product Usage

                                                                                          • In-shower treatments a growth market
                                                                                            • Figure 30: In-shower product launches, 2015
                                                                                          • Bath product usage not declining
                                                                                            • Figure 31: Usage of soap, bath and shower products, by gender, October 2015
                                                                                          • Emerging oils segment
                                                                                          • Bathing Routines

                                                                                            • Health checks are widely performed in-shower
                                                                                              • Figure 32: Activities performed whilst bathing or showering, by gender, October 2015
                                                                                            • Post-hair removal treatment innovation
                                                                                              • Devices market can boost SBS
                                                                                                • Water more likely to be hotter than colder
                                                                                                • Attitudes towards Bathing

                                                                                                  • Liquid products are preferred
                                                                                                    • Figure 33: Attitudes towards bathing and showering, October 2015
                                                                                                  • Fragrance-free and sensitive skins are of lower concern
                                                                                                    • Consumers have a selection of products
                                                                                                    • Knowledge of Ingredients

                                                                                                      • Vitamin-enriched SBS products hold appeal
                                                                                                        • Figure 34: Consumer awareness and preference for ingredients in soap, bath and shower products, October 2015
                                                                                                      • Lower awareness of perceived ‘bad’ ingredients
                                                                                                        • Interest in natural products
                                                                                                        • Future Areas of Interest

                                                                                                          • Convenience the main area of interest
                                                                                                            • Figure 35: Interest in new areas of innovation, by gender, October 2015
                                                                                                          • Saving money boosts environmental consideration
                                                                                                            • The connected home remains in the future
                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                              • Data sources
                                                                                                                • Abbreviations
                                                                                                                  • Fan chart forecast
                                                                                                                  • Appendix – Key Players

                                                                                                                      • Figure 36: NPD in the UK soap, bath and shower market, by launch type, 2013-15
                                                                                                                      • Figure 37: Ingredient claims in the soap, bath and shower market, 2013-15

                                                                                                                  Companies Covered

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

                                                                                                                  Soap, Bath and Shower Products - UK - February 2016

                                                                                                                  £1,995.00 (Excl.Tax)