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Soap, Bath and Shower Products - UK - March 2010

  • Despite an overall rise in the number of new launches, the soap, bath and shower category accounts for a declining share of beauty and personal care launches. The sector lacks excitement and is failing to engage consumers at the point of purchase with its new launches.
  • After a couple of years with no new economy products, the recession spurred a flurry of launches in economy products. The number of economy launches rose from 1% in 2008 to almost 7% in 2009.
  • An estimated 17 million (four in ten) adults have looked for special offers on soap, bath and shower products more often since the recession. Around 8 million have bought cheaper products and 5 million have switched to own-label in order to save money.
  • Around 5.5 million adults pour products into their own containers to use out of the home at the gym or when travelling, or to display in the bathroom. This could create new opportunities in refill innovation along the lines of the milk industry’s Jug-It or in branded refill bottles.
  • A lack of relevance to modern lifestyles means that bar soap and bath additives saw the greatest value sales decline between 2004 and 2009, falling by 8% and 10% respectively. This may be one reason that people give away soap and bath gift sets to charity, because they don’t use half of the products contained within the set. Gift sets should consider substituting bath products for shower and the bar soap for liquid soap.
  • More than half of people will shop in one or two places for their soap, bath and shower products. They are most likely to shop in supermarkets or Boots. Together these two channels account for 72% of market sales. This is motivated by convenience and an abundance of special offers.
  • Almost nine in ten adults will buy branded products with just over three in ten only buying branded. Those who only buy branded products are motivated by tradition and trust rather than the status symbol of shopping by brands.
  • Almost half of adults aren’t much fussed by the products that they use. For these adults, they are functional products. They put little thought or effort into what they buy.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • Give them what they need
                • The gift pack amnesty
                  • ‘I love it. No, really. It smells so… uh… pungent’
                    • Harnessing the purchasing – and influencing – power of the greens
                      • DIY, decorative and super-eco
                      • Market in Brief

                        • Traditional formats still struggling
                          • Lack of engagement
                            • Frugal shopper benefits supermarkets
                            • Internal Market Environment

                              • Key points
                                • The impact of swine flu
                                  • Influence of attitudes towards appearance
                                    • Figure 1: Trends in attitudes towards personal appearance, by gender, 2004-09
                                  • Skin complaints
                                    • Figure 2: Trends in skin complaints, 2004-09
                                  • Attitudes towards quality
                                    • Figure 3: Level of receptiveness to quality, 2004-09
                                  • Factors affecting travel products
                                    • Figure 4: Number of overseas visits by UK residents, by region visited, 2003-08
                                • Broader Market Environment

                                  • Key points
                                    • Demographic impact
                                      • Figure 5: Trends in the age structure of the UK population, by gender, 2004-14
                                    • Impact of employment
                                      • Figure 6: Usage of shower products and bath additives, by employment status, by gender, 2009
                                    • Number of bathrooms
                                      • Figure 7: Number of bathrooms in the home, 2004-09
                                  • Strengths and Weaknesses

                                    • Strengths
                                      • Weaknesses
                                      • Who’s Innovating?

                                        • Key points
                                          • Manufacturers and brands
                                            • Figure 8: New launches in SBS products, by company, 2004-10
                                          • Economy and own-label on the rise
                                            • Figure 9: Innovation in SBS products, by percentage branded or own-label, 2004-10
                                          • Trend tracker
                                            • Figure 10: Percentage point change in leading ten product claims amongst bath and shower product launches in the UK, 2004-09
                                          • Free-from
                                            • Gift sets for charity
                                            • Competitive Context

                                              • Key points
                                                • Beauty and personal care market
                                                  • Figure 11: UK retail value sales of beauty products and services, at current prices, by category, 2007-09
                                                • Innovation
                                                  • Figure 12: Index of launches of SBS products in the UK, 2004-09
                                                • Brand communication and promotion
                                                  • Figure 13: Above-the-line investment on SBS products as a proportion of all beauty and personal care advertising, 2006-09
                                              • Market Size and Forecast

                                                • Key points
                                                  • Throwing out value growth with the bathwater
                                                    • Figure 14: UK retail value sales of SBS products, 2004-14
                                                  • Market forecast
                                                    • Factors used in forecast
                                                    • Segment Performance

                                                      • Key points
                                                        • Swine flu boosts liquid soap
                                                          • Figure 15: UK retail value sales of bath, soap and shower, by sector, at current prices, 2004-14
                                                      • Market Share

                                                        • Key points
                                                          • Total market
                                                            • Figure 16: Manufacturers’ shares in SBS products, 2007-09
                                                        • Companies and Products

                                                            • Figure 17: Brand map for SBS products, 2009
                                                          • Sara Lee
                                                            • Unilever
                                                              • PZ Cussons
                                                                • Johnson & Johnson
                                                                  • Colgate-Palmolive
                                                                    • Procter & Gamble
                                                                    • Brand Elements

                                                                        • Key points
                                                                          • Brand map
                                                                              • Figure 18: Attitudes towards and usage of soap, bath and shower product brands, December 2009
                                                                            • Brand qualities of soap, bath and shower product brands
                                                                              • Radox for refreshment, but Dove most genuine
                                                                                • Figure 19: Personalities of various soap, bath and shower product brands, December 2009
                                                                              • Experience of soap, bath and shower product brands
                                                                                • Dove most popular, premium brands less known
                                                                                  • Figure 20: Consumer usage of various soap, bath and shower product brands, December 2009
                                                                                • Brand consideration for soap, bath and shower product brands
                                                                                  • All brands are equal in consideration
                                                                                    • Figure 21: Consideration of various soap, bath and shower product brands, December 2009
                                                                                  • Brand satisfaction for soap, bath and shower product brands
                                                                                    • Dove the flyaway success
                                                                                      • Figure 22: Satisfaction with various soap, bath and shower product brands, December 2009
                                                                                    • Brand commitment to soap, bath and shower product brands
                                                                                      • Mass brands have more loyalty
                                                                                        • Figure 23: Commitment to various soap, bath and shower product brands, December 2009
                                                                                      • Brand intentions for soap, bath and shower product brands
                                                                                        • Dove has top retention
                                                                                          • Figure 24: Future usage intentions for various soap, bath and shower product brands, December 2009
                                                                                        • Brand recommendation for soap, bath and shower product brands
                                                                                          • Dove most recommended, Palmolive underperforming
                                                                                            • Figure 25: Recommendation of various soap, bath and shower product brands, December 2009
                                                                                          • Dove
                                                                                            • What the consumer thinks
                                                                                              • Figure 26: Attitudes towards the Dove brand, December 2009
                                                                                            • Original Source
                                                                                              • What the consumer thinks
                                                                                                • Figure 27: Attitudes towards the Original Source brand, December 2009
                                                                                              • Molton Brown
                                                                                                • What the consumer thinks
                                                                                                  • Figure 28: Attitudes towards the Molton Brown brand, December 2009
                                                                                                • Palmolive
                                                                                                  • What the consumer thinks
                                                                                                    • Figure 29: Attitudes towards the Palmolive brand, December 2009
                                                                                                  • The Body Shop
                                                                                                    • What the consumer thinks
                                                                                                      • Figure 30: Attitudes towards the The Body Shop brand, December 2009
                                                                                                  • Brand Communication and Promotion

                                                                                                    • Key points
                                                                                                      • Adspend going down the plughole
                                                                                                        • Figure 31: Above-the-line advertising on SBS products, 2006-09
                                                                                                      • Aggressive discounting in Asda and Tesco
                                                                                                        • Figure 32: Proportion of stock-keeping units (SKUs) of SBS products on special offer, December 2007-November 2009
                                                                                                      • Mass marketing
                                                                                                        • Figure 33: Main media advertising spend on SBS products, by product category, 2006-09
                                                                                                      • Swine flu soars spend on soap
                                                                                                        • Pampering and health
                                                                                                          • Figure 34: Share of above-the-line media spend on SBS products, by advertiser, 2009
                                                                                                      • Channels to Market

                                                                                                        • Key points
                                                                                                          • Cost and convenience drive sales
                                                                                                            • Figure 35: Retail sales of SBS products, by outlet type, 2007-09
                                                                                                          • The impact of age and affluence
                                                                                                            • Figure 36: Where people buy SBS products, by affluence and average age, December 2009
                                                                                                        • Consumer Usage and Frequency

                                                                                                          • Key points
                                                                                                            • Trends in use
                                                                                                              • Figure 37: Trends in usage of soap in GB, 2004-09
                                                                                                            • Trends in frequency of use
                                                                                                              • Bath additives
                                                                                                                • Figure 38: Trends in usage of bath oils/liquids/additives, by gender, 2004-09
                                                                                                              • Shower products
                                                                                                                • Figure 39: Trends in usage of shower gels, by gender, 2004-09
                                                                                                              • Summary profile of product use
                                                                                                                • Figure 40: Soap, bath and shower products used in last seven days, December 2009
                                                                                                              • Products used
                                                                                                                  • Figure 41: Soap, bath and shower products used in last seven days, by types of products used, December 2009
                                                                                                                • Women accessorise to maximise the bathing experience
                                                                                                                  • Figure 42: Use of SBS products and accessories in last seven days, December 2009
                                                                                                              • What Consumers Buy

                                                                                                                • Key points
                                                                                                                  • Topline shopping habits
                                                                                                                      • Figure 43: Where people have bought SBS products for themselves or the family in the last six months, December 2009
                                                                                                                    • Number of places that people shop for SBS products
                                                                                                                      • Figure 44: Purchase of SBS products in the last six months, by number of places in which products are bought, December 2009
                                                                                                                    • Branded vs own-label
                                                                                                                      • Figure 45: Types of SBS products bought in the last six months, December 2009
                                                                                                                    • Over-55s are most brand-loyal
                                                                                                                      • Own-label shoppers
                                                                                                                        • Figure 46: Penetration profile of own-label-only buyers of SBS products as a percentage of all adults, by gender and household income, December 2009
                                                                                                                    • Consumer Attitudes Towards Soap, Bath and Shower Products

                                                                                                                      • Key points
                                                                                                                        • Money matters
                                                                                                                          • Figure 47: Attitudes towards SBS products, December 2009
                                                                                                                        • Out with the old, before in with the new
                                                                                                                          • Impact of the recession
                                                                                                                            • Buying bath and shower products – just another job
                                                                                                                              • Environment takes second place
                                                                                                                                • Saving the water bills, not the environment
                                                                                                                                  • Recycling depends on councils
                                                                                                                                      • Figure 48: Profile of environmentally conscious adults in the SBS products market, December 2009
                                                                                                                                  • Target Groups

                                                                                                                                    • Key points
                                                                                                                                      • Figure 49: Target groups based on attitudes towards SBS products, December 2009
                                                                                                                                    • Waste Reducer (34%)
                                                                                                                                      • Who are they?
                                                                                                                                        • Strategic recommendations
                                                                                                                                          • Grab and Go (47%)
                                                                                                                                            • Who are they?
                                                                                                                                              • Strategic recommendations
                                                                                                                                                • Wallet Watcher (19%)
                                                                                                                                                  • Who are they?
                                                                                                                                                    • Strategic recommendations
                                                                                                                                                    • Appendix

                                                                                                                                                        • ACORN
                                                                                                                                                          • Advertising data
                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                            • Attitudes towards appearance
                                                                                                                                                              • Men
                                                                                                                                                                • Figure 50: Attitudes of men towards personal appearance, by demographics, 2009
                                                                                                                                                              • Women
                                                                                                                                                                • Figure 51: Attitudes of women towards personal appearance, by demographics, 2009
                                                                                                                                                              • Skin complaints
                                                                                                                                                                • Last four weeks
                                                                                                                                                                  • Figure 52: Skin complaints, by demographics, 2009
                                                                                                                                                                • Last 12 months
                                                                                                                                                                  • Figure 53: Skin complaints, by demographics, 2009
                                                                                                                                                                • Attitudes towards quality
                                                                                                                                                                  • Figure 54: Level of receptiveness to quality, by demographics, 2009
                                                                                                                                                              • Appendix – Who’s Innovating?

                                                                                                                                                                  • Figure 55: Innovation in beauty and personal care, by sector, 2009
                                                                                                                                                                  • Figure 56: Trends in leading product positioning claims amongst beauty and personal care launches, 2004-09
                                                                                                                                                              • Appendix – The Consumer – Usage and Frequency

                                                                                                                                                                • Usage
                                                                                                                                                                  • Figure 57: Trends in usage of soap in GB, 2004-09
                                                                                                                                                                  • Figure 58: Usage of soap in GB, by demographics, 2009
                                                                                                                                                                • Bath additives
                                                                                                                                                                  • Women (2008)
                                                                                                                                                                    • Figure 59: Usage of bath oils/liquids/additives – women, by demographics, 2008
                                                                                                                                                                  • Women (2009)
                                                                                                                                                                    • Figure 60: Usage of bath liquids/oils/salts – women, by demographics, 2009
                                                                                                                                                                  • Men (2008)
                                                                                                                                                                    • Figure 61: Usage of bath oils/liquids/additives – men, by demographics, 2008
                                                                                                                                                                  • Men (2009)
                                                                                                                                                                    • Figure 62: Usage of bath liquids/oils/salts – men, by demographics, 2009
                                                                                                                                                                  • Shower products
                                                                                                                                                                    • Women (2008)
                                                                                                                                                                      • Figure 63: Usage of shower gels, by demographics, 2008
                                                                                                                                                                    • Women (2009)
                                                                                                                                                                      • Figure 64: Usage of shower gels/cream/body wash, by demographics, 2009
                                                                                                                                                                    • Men (2008)
                                                                                                                                                                      • Figure 65: Usage of shower gels, by demographics, 2008
                                                                                                                                                                    • Men (2009)
                                                                                                                                                                      • Figure 66: Usage of shower gels/cream/body wash, by demographics, 2009
                                                                                                                                                                    • Products used in last seven days
                                                                                                                                                                      • Figure 67: Soap, bath and shower products used in last seven days, by demographics, December 2009
                                                                                                                                                                      • Figure 68: Soap, bath and shower products used in last seven days, December 2009
                                                                                                                                                                    • Wet product usage
                                                                                                                                                                      • Figure 69: Soap, bath and shower products used in last seven days, by demographics, December 2009
                                                                                                                                                                    • Accessories
                                                                                                                                                                      • Figure 70: Soap, bath and shower products used in last seven days, by demographics, December 2009
                                                                                                                                                                  • Appendix – What Consumers Buy

                                                                                                                                                                      • Figure 71: Most popular locations where people have bought SBS products for themselves or the family in the last six months, by demographics, December 2009
                                                                                                                                                                      • Figure 72: Next most popular locations where people have bought SBS products for themselves or the family in the last six months, by demographics, December 2009
                                                                                                                                                                    • Branded vs own-label purchases
                                                                                                                                                                      • Figure 73: Where people have bought SBS products for themselves or the family in the last six months, December 2009
                                                                                                                                                                      • Figure 74: Profile of shoppers who buy branded or own-label SBS products for themselves or the family in the last six months, by demographics, December 2009
                                                                                                                                                                    • Shopping habits by type of products bought
                                                                                                                                                                      • Figure 75: Where people have bought SBS products for themselves or the family in the last six months, by repertoire of number of places in which SBS products bought, December 2009
                                                                                                                                                                      • Figure 76: Places in which soap, bath and shower products bought, by repertoire of number of places in which soap, bath and shower products bought, December 2009
                                                                                                                                                                  • Appendix – Consumer Attitudes Towards Soap, Bath and Shower Products

                                                                                                                                                                      • Figure 77: Most popular attitudes towards SBS products, by demographics, December 2009
                                                                                                                                                                      • Figure 78: Next most popular attitudes towards SBS products, by demographics, December 2009 (continued)
                                                                                                                                                                  • Appendix – Target Groups

                                                                                                                                                                      • Figure 79: SBS products used in last seven days, by target group, December 2009
                                                                                                                                                                      • Figure 80: Where people have bought SBS products for themselves or the family in the last six months, by target group, December 2009
                                                                                                                                                                      • Figure 81: Number of places in which people buy SBS products, by target group, December 2009
                                                                                                                                                                      • Figure 82: Type of SBS products bought, by target group, December 2009
                                                                                                                                                                      • Figure 83: Attitudes towards SBS products, by target group, December 2009
                                                                                                                                                                      • Figure 84: Target groups, by demographics, December 2009

                                                                                                                                                                  Soap, Bath and Shower Products - UK - March 2010

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