Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Soap, Bath and Shower Products - US - April 2012

The U.S. market for soap, bath, and shower products was significantly impacted by the slow economic recovery, which caused declines in 2010 and allowed for only modest growth in 2011 as users traded down to less expensive products or made their existing products last longer. Still, growth is moderately driven by demand for products that provide extra moisturization, as well as fragranced products and antibacterial offerings. Growing demand among men for male-specific personal care brands, which the market continues to meet, has also helped drive sales. Additionally, as Hispanics are significant users of soap and shower products, growth in Hispanic population and spending power should also help drive sales in the coming years. This report features in-depth examination of these factors, as well as close analysis of the following:

  • Competition from outside products that threaten sales of soap and bath products, including skincare moisturizers
  • How body wash products came to be the top segment in the market, and how Unilever’s Axe brand has capitalized on the move away from bar soaps
  • The role of grocery stores and mass merchandisers that feature grocery departments in making soap and bath products shopping more convenient
  • Marketing initiatives from the leading body wash brands
  • Innovations in the market that have helped prevent sales declines during a period of economic uncertainty

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Market at a glance
                        • Body wash tops segments; bar soaps trail
                          • Unilever leads among four major players
                            • Supermarkets are convenient, but other channels combine for higher sales
                              • Marketing initiatives for body wash target mostly young men
                                • Most respondents use bar as well as liquid soaps
                                  • Dove is used most, but brand loyalty is somewhat limited
                                    • Beyond moisturization, lather, gentle formulation, and price are valued
                                      • It’s not a man’s world…yet
                                        • Blacks report more wide brand usage, interest in moisturization
                                        • Insights and Opportunities

                                          • Targeting kitchen odors
                                            • Mood to order
                                            • Inspire Insights

                                                • Trend: Premium and Indulgence
                                                  • Trend: Green Skepticism
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • The economy is slowing down sales growth
                                                        • Special product attributes, gifting are helping drive sales
                                                          • Men become increasingly comfortable with extra grooming
                                                            • Hispanics set to play a bigger role in the market
                                                              • Soap, bath, and shower products market size and forecast
                                                                • Figure 1: Total U.S. retail sales and forecast of soap, bath, and shower products, at current prices, 2006-16
                                                                • Figure 2: Total U.S. retail sales and forecast of soap, bath, and shower products, at inflation-adjusted prices, 2006-16
                                                              • Fan chart forecast
                                                                • Sales and forecast of soap, bath, and shower products
                                                                  • Figure 3: Total U.S. sales and fan chart forecast of soap, bath, and shower products, at current prices, 2006-16
                                                                • Walmart sales
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Slow economic recovery decelerates growth
                                                                      • Unemployment/underemployment is still high
                                                                        • Figure 4: Unemployment and underemployment, January 2007-October 2011
                                                                      • Consumer confidence fluctuates but remains low in 2012
                                                                        • Figure 5: Consumer confidence, March 2007-November 2011
                                                                      • Moisturizing, gifting, scent, and antibacterial drive sales
                                                                          • Figure 6: Soap purchasing attributes, by gender, January 2012
                                                                          • Figure 7: Types of bar soap used, by gender, July 2010-September 2011
                                                                          • Figure 8: Level of importance by ingredients/qualities, by gender, January 2012
                                                                        • Women mostly prefer these qualities more than men; female population to increase 4.9%
                                                                          • Figure 9: U.S. female population, by age, 2006-16
                                                                        • Increased interest among men
                                                                            • Figure 10: Dove Men + Care television ad, 2011
                                                                            • Figure 11: Soap purchasing attributes, by male gender, January 2012
                                                                            • Figure 12: Male population, by age, 2006-16
                                                                          • Hispanic population/spending power growth will factor heavily in the future
                                                                              • Figure 13: Ownership of soap and bath products, by race/Hispanic origin, January 2012
                                                                              • Figure 14: Population, by race and Hispanic origin, 2006-16
                                                                          • Competitive Context

                                                                            • Skincare moisturizers continue to compete with moisturizing soaps
                                                                              • Private label offers an alternative to pricier national brands
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Liquid body wash remains the top segment
                                                                                    • Bar soap sales fluctuate
                                                                                      • Liquid hand soap benefits from consumer concern over spreading germs
                                                                                        • Fragrances/bubble bath rebounds in 2011, but sales are down from 2006
                                                                                          • Sales of soap, bath, and shower products by segment
                                                                                            • Figure 15: Total U.S. retail sales of selected soap, bath, and shower products at current prices, by segment, 2006-16
                                                                                        • Segment Performance—Liquid Body Wash

                                                                                          • Key points
                                                                                            • Body washes offer benefits beyond bar soap
                                                                                              • Sales and forecast of liquid body wash
                                                                                                • Figure 16: Total U.S. retail sales and forecast of liquid body wash, at current prices, 2006-16
                                                                                            • Segment Performance—Non-deodorant Bar Soap

                                                                                              • Key points
                                                                                                • Non-deodorant bar soap rebounds in 2011 with added benefits
                                                                                                  • Sales and forecast of non-deodorant bar soap
                                                                                                    • Figure 17: Total U.S. retail sales and forecast of non-deodorant bar soap, at current prices, 2006-16
                                                                                                • Segment Performance—Liquid Hand Soap

                                                                                                  • Key points
                                                                                                    • Liquid hand soap grows steadily
                                                                                                      • Sales and forecast of liquid hand soap
                                                                                                        • Figure 18: Total U.S. retail sales and forecast of liquid hand soap, at current prices, 2006-16
                                                                                                    • Segment Performance—Deodorant Bar Soap

                                                                                                      • Key point
                                                                                                        • Deodorant bar soap declines as body wash siphons users
                                                                                                          • Sales and forecast of deodorant bar soap
                                                                                                            • Figure 19: Total U.S. retail sales and forecast of deodorant bar soap, at current prices, 2006-16
                                                                                                        • Segment Performance—Fragrances/Bubble bath

                                                                                                          • Key points
                                                                                                            • Growth recovers in estimated 2011, but demand flags
                                                                                                              • Sales and forecast of fragrances/bubble bath
                                                                                                                • Figure 20: Total U.S. retail sales and forecast of fragrances/bubble bath, at current prices, 2006-16
                                                                                                            • Retail Channels

                                                                                                              • Key points
                                                                                                                • Supermarkets offer convenience, but “other” channel sales dominate
                                                                                                                  • Drug stores outpace market growth
                                                                                                                    • Channel sales of soap, bath, and shower products
                                                                                                                      • Figure 21: Total U.S. retail sales of soap, bath, and shower products, by channel, at current prices, 2010 and 2011
                                                                                                                  • Retail Channels—Supermarkets

                                                                                                                    • Key points
                                                                                                                      • Supermarkets offer convenience, but mass competition hurts growth
                                                                                                                        • Supermarket sales of soap, bath, and shower products
                                                                                                                          • Figure 22: Supermarket sales of soap, bath, and shower products, at current prices, 2006-11
                                                                                                                      • Retail Channels—Drug Stores

                                                                                                                        • Key points
                                                                                                                          • Drug stores continue to focus on strengths: beauty and personal care
                                                                                                                            • Drug store sales of soap, bath, and shower products
                                                                                                                              • Figure 23: Drug store sales of soap, bath, and shower products, at current prices, 2006-11
                                                                                                                          • Retail Channels—Other Channels

                                                                                                                            • Key points
                                                                                                                              • Other channels outsell food and drug, but sales fluctuate
                                                                                                                                • Other channel sales of soap, bath, and shower products
                                                                                                                                  • Figure 24: Other channel sales of soap. bath and shower products, at current prices, 2006-11
                                                                                                                              • Leading Companies

                                                                                                                                • Key points
                                                                                                                                  • Unilever tops the FDMx market with Dove bar soap and Axe body wash
                                                                                                                                    • Colgate-Palmolive attains only 1.3% growth
                                                                                                                                      • Henkel Group slips 1.4%, as many of its Dial brands decline
                                                                                                                                        • Procter & Gamble gains slightly but trails overall
                                                                                                                                          • Private label keeps pace with all but Unilever
                                                                                                                                            • Leading soap, bath, and shower products companies
                                                                                                                                              • Figure 25: FDMx leading soap, bath, and shower products companies, 2010-11
                                                                                                                                          • Brand Share—Liquid Body Wash

                                                                                                                                            • Key points
                                                                                                                                              • Axe maintains the leading edge
                                                                                                                                                • Dove TV spot
                                                                                                                                                  • Figure 26: Dove Body Wash television ad, 2012
                                                                                                                                                • Old Spice Red Zone and High Endurance drop, but other Old Spice brands gain
                                                                                                                                                  • Henkel grows with Right Guard Total Defense 5, Dial NutriSkin
                                                                                                                                                    • Colgate-Palmolive also grows with Softsoap and Irish Spring
                                                                                                                                                      • Johnson & Johnson, Beiersdorf increase FDMx sales
                                                                                                                                                        • Private label sells $54 million through FDMx
                                                                                                                                                          • Leading liquid body wash brands
                                                                                                                                                            • Figure 27: FDMx leading liquid body wash brands, 2010-11
                                                                                                                                                        • Brand Share—Non-deodorant Bar Soap

                                                                                                                                                          • Key points
                                                                                                                                                            • Dove helps Unilever maintain its leading role
                                                                                                                                                              • Ivory flatlines, receives a makeover
                                                                                                                                                                • Dial NutriSkin doubles sales, other Henkel brands decline
                                                                                                                                                                  • Zest Hydrating Effects fails to help High Ridge Brands grow
                                                                                                                                                                    • Leading non-deodorant bar soap brands
                                                                                                                                                                      • Figure 28: FDMx leading non-deodorant bar soap brands, 2010-11
                                                                                                                                                                  • Brand Share—Liquid Hand Soap

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Softsoap far outsells all other FDMx brands
                                                                                                                                                                        • Dial increases sales but Henkel still declines overall
                                                                                                                                                                          • Lysol Healthy Touch rises, offers innovative dispensing
                                                                                                                                                                            • Private label sells more than national brands
                                                                                                                                                                              • Leading liquid hand soap brands
                                                                                                                                                                                • Figure 29: FDMx leading liquid hand soap brands, 2010-11
                                                                                                                                                                            • Brand Share—Deodorant Bar Soap

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Dial down, likely due to the success of body washes
                                                                                                                                                                                  • Irish Spring deodorant bar soap also declines
                                                                                                                                                                                    • Safeguard grows slightly but maintains a small presence
                                                                                                                                                                                      • Leading deodorant bar soap brands
                                                                                                                                                                                        • Figure 30: FDMx leading deodorant bar soap brands, 2010-11
                                                                                                                                                                                    • Brand Share—Fragrances/Bubble Bath

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Mr. Bubble appeals to kids, Village Naturals to adults
                                                                                                                                                                                          • MZB caters to kids
                                                                                                                                                                                            • Dr. Teal’s reflects potential for bath fragrances to grow
                                                                                                                                                                                              • Leading fragrances/bubble bath brands
                                                                                                                                                                                                • Figure 31: FDMx leading fragrances/bubble bath brands, 2010-11
                                                                                                                                                                                            • Innovations and Innovators

                                                                                                                                                                                                • Fragrances continue to be selling point
                                                                                                                                                                                                  • Natural/botanical ingredients
                                                                                                                                                                                                    • Targeted personal care
                                                                                                                                                                                                      • Multipurpose products
                                                                                                                                                                                                      • Brands and the Advertising Landscape

                                                                                                                                                                                                          • Overview
                                                                                                                                                                                                            • Axe
                                                                                                                                                                                                              • Figure 32: Brand analysis of Axe, 2012
                                                                                                                                                                                                            • Axe Anarchy TV spot
                                                                                                                                                                                                              • Figure 33: Axe Anarchy television ad, 2012
                                                                                                                                                                                                            • Online initiatives
                                                                                                                                                                                                              • Print and other
                                                                                                                                                                                                                • Old Spice
                                                                                                                                                                                                                  • Figure 34: Brand analysis of Old Spice, 2012
                                                                                                                                                                                                                • Old Spice TV spot
                                                                                                                                                                                                                  • Figure 35: Old Spice television ad, 2011
                                                                                                                                                                                                                • Online initiatives
                                                                                                                                                                                                                  • Print and other
                                                                                                                                                                                                                    • Dial
                                                                                                                                                                                                                      • Figure 36: Brand analysis of Dial, 2012
                                                                                                                                                                                                                    • Dial Triple Moisture TV spot
                                                                                                                                                                                                                      • Figure 37: Dial Triple Moisture television ad, 2012
                                                                                                                                                                                                                    • Online initiatives
                                                                                                                                                                                                                      • Print and other
                                                                                                                                                                                                                      • Purchases/Usage of Soap, Bath, and Shower Products

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • More than seven in 10 use bar soap, but nearly seven in 10 use body wash
                                                                                                                                                                                                                              • Figure 38: Ownership of soap and bath products, by gender, January 2012
                                                                                                                                                                                                                            • 55+ most likely to buy bar soap, least likely to buy liquid body wash
                                                                                                                                                                                                                              • Figure 39: Ownership of soap and bath products, by age, January 2012
                                                                                                                                                                                                                            • More than half use moisturizing bar soap
                                                                                                                                                                                                                              • Figure 40: Types of bar soap used, by gender, July 2010-September 2011
                                                                                                                                                                                                                            • 18-34s most likely to use antibacterial bar soap; those aged 65+ least likely
                                                                                                                                                                                                                              • Figure 41: Types of bar soap used, by age, July 2010-September 2011
                                                                                                                                                                                                                          • Brands of Bar Soap and Body Wash Used

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Dove tops bar soap brands used
                                                                                                                                                                                                                                • Figure 42: Brands of bar soap used, by gender, July 2010-September 2011
                                                                                                                                                                                                                              • Dove is the most-used liquid body wash brand among respondents
                                                                                                                                                                                                                                • Figure 43: Brands of body wash used, by gender, July 2010-September 2011
                                                                                                                                                                                                                              • Dove is also the brand bought most often
                                                                                                                                                                                                                                • Figure 44: Brands most often purchased, January 2012
                                                                                                                                                                                                                            • Brand Loyalty

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • More than half report switching between a few preferred brands
                                                                                                                                                                                                                                  • Figure 45: Level of loyalty for soap and bath products, January 2012
                                                                                                                                                                                                                                • Most are brand loyal to bar soap, but switch between liquid soap brands
                                                                                                                                                                                                                                  • Figure 46: Level of loyalty for soap and bath products, by gender, January 2012
                                                                                                                                                                                                                                • 18-24s, seniors less likely than average to switch between brands
                                                                                                                                                                                                                                  • Figure 47: Level of loyalty for soap and bath products, by age, January 2012
                                                                                                                                                                                                                                • Lower-household-income respondents least likely to switch between brands
                                                                                                                                                                                                                                  • Figure 48: Level of loyalty for soap and bath products, by household income, January 2012
                                                                                                                                                                                                                              • Purchase Locations for Soap and Bath Products

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Most use mass merchandisers for bar/liquid soap purchases
                                                                                                                                                                                                                                    • Figure 49: Purchase locations for soap and bath products, January 2012
                                                                                                                                                                                                                                  • Lowest-household-income respondents most likely to use dollar stores
                                                                                                                                                                                                                                    • Figure 50: Purchase locations for soap and bath products, by household income, January 2012
                                                                                                                                                                                                                                • Preferred Product Attributes

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Moisturization is the top priority
                                                                                                                                                                                                                                        • Figure 51: Soap purchasing attributes, by gender, January 2012
                                                                                                                                                                                                                                      • $150K+ most likely to gift; $25K or less most likely to buy least expensive
                                                                                                                                                                                                                                        • Figure 52: Soap purchasing attributes, by household income, January 2012
                                                                                                                                                                                                                                      • Respondents also say lather is important
                                                                                                                                                                                                                                        • Figure 53: Level of importance by ingredients/qualities, by gender, January 2012
                                                                                                                                                                                                                                      • 18-34s most likely to look for cheapest products, exfoliating
                                                                                                                                                                                                                                        • Figure 54: Level of importance by ingredients/qualities, by age, January 2012
                                                                                                                                                                                                                                    • Men-Specific Products

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                        • More than a third of men say they use men-specific products
                                                                                                                                                                                                                                          • Figure 55: Soap purchasing attributes, by male gender, January 2012
                                                                                                                                                                                                                                        • Men aged 25-44 use male-centric products most
                                                                                                                                                                                                                                          • Figure 56: Soap purchasing attributes, by male gender and age, January 2012
                                                                                                                                                                                                                                      • Preferred Soap Fragrances

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Floral, citrus scents are most preferred
                                                                                                                                                                                                                                            • Figure 57: Preferred soap fragrances, by gender, January 2012
                                                                                                                                                                                                                                          • Preference for citrus- and floral-scented shower products declines with age
                                                                                                                                                                                                                                            • Figure 58: Preferred soap fragrances, by age, January 2012
                                                                                                                                                                                                                                        • Impact of Race/Hispanic Origin

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Blacks most likely to use a wide range of soap and bath products
                                                                                                                                                                                                                                              • Figure 59: Ownership of soap and bath products, by race/Hispanic origin, January 2012
                                                                                                                                                                                                                                            • Blacks more likely to use an array of bar soap types
                                                                                                                                                                                                                                              • Figure 60: Types of bar soap used, by race/Hispanic origin, July 2010-September 2011
                                                                                                                                                                                                                                            • Blacks most likely to use a variety of bar soap brands
                                                                                                                                                                                                                                              • Figure 61: Brands of bar soap used, by race/Hispanic origin, July 2010-September 2011
                                                                                                                                                                                                                                            • Blacks also the most likely to use a range of body wash brands
                                                                                                                                                                                                                                              • Figure 62: Brands of body wash used, by race/Hispanic origin, July 2010-September 2011
                                                                                                                                                                                                                                            • Blacks more likely than whites and Hispanics to be loyal to one name brand
                                                                                                                                                                                                                                              • Figure 63: Level of loyalty for soap and bath products by race/Hispanic origin, January 2012
                                                                                                                                                                                                                                            • Blacks most likely to say extra moisturizing is important
                                                                                                                                                                                                                                              • Figure 64: Soap purchasing attributes, by race/Hispanic origin, January 2012
                                                                                                                                                                                                                                            • Black men most likely to use men-only soap/body wash
                                                                                                                                                                                                                                              • Figure 65: Soap purchasing attributes, by race/Hispanic origin, January 2012
                                                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                • Presence of children translates to higher usage of soap/bath products
                                                                                                                                                                                                                                                    • Figure 66: Ownership of soap and bath products, by presence of children in the household, January 2012
                                                                                                                                                                                                                                                  • Respondents with children say a range of product attributes are important
                                                                                                                                                                                                                                                      • Figure 67: Level of importance by ingredients/qualities, by gender, January 2012
                                                                                                                                                                                                                                                  • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                                    • Purchases/usage of soap, bath, and shower products
                                                                                                                                                                                                                                                      • Figure 68: Ownership of soap and bath products, by household income, January 2012
                                                                                                                                                                                                                                                    • Purchase locations for soap and bath products
                                                                                                                                                                                                                                                      • Figure 69: Purchase locations for soap and bath products, by gender, January 2012
                                                                                                                                                                                                                                                      • Figure 70: Purchase locations for soap and bath products, by age, January 2012
                                                                                                                                                                                                                                                    • Preferred product attributes
                                                                                                                                                                                                                                                      • Figure 71: Soap purchasing attributes, by age, January 2012
                                                                                                                                                                                                                                                      • Figure 72: Level of importance by ingredients/qualities, by household income, January 2012
                                                                                                                                                                                                                                                    • Men-specific products
                                                                                                                                                                                                                                                      • Figure 73: Soap purchasing attributes, by household income, January 2012
                                                                                                                                                                                                                                                    • Preferred soap fragrances
                                                                                                                                                                                                                                                      • Figure 74: Preferred soap fragrances, by household income, January 2012
                                                                                                                                                                                                                                                    • Impact of race/Hispanic origin
                                                                                                                                                                                                                                                      • Figure 75: Preferred soap fragrances, by race/Hispanic origin, January 2012
                                                                                                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                    • American Beauty Association
                                                                                                                                                                                                                                                    • Colgate-Palmolive Company
                                                                                                                                                                                                                                                    • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                    • Henkel Corporation
                                                                                                                                                                                                                                                    • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                                                    • Olay Company, Inc.
                                                                                                                                                                                                                                                    • Personal Care Products Council
                                                                                                                                                                                                                                                    • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                                                                                                    • Unilever USA

                                                                                                                                                                                                                                                    Soap, Bath and Shower Products - US - April 2012

                                                                                                                                                                                                                                                    £2,684.63 (Excl.Tax)