Soap, Bath and Shower Products - US - February 2015
“The soap, bath and shower category continues to grow steadily as a fundamental element of personal hygiene. Opportunities do exist for makers and marketers of soap, bath and shower products to improve transparency and efficacy claims, focus on the differentiated needs of the multicultural consumer, and address efficiencies in product usage to match fast-paced consumer lifestyles.”
– Molly Maier, Category Manager, Health, Household, Beauty & Personal Care
This report answers the following questions:
- How can industry players reassure consumers regarding product safety and efficacy?
- What opportunities are there to target needs of the multicultural consumer?
- What opportunities are there to align with consumers’ fast-paced lifestyle?
Soap, bath and shower product usage has near total penetration as the vast majority of people use these products for personal hygiene purposes. Because soap, bath and shower products cater to consumers across a range of segments, there’s high incidence for multiple product use, with just under half of people using three or more types of products. A strong, steady consumer base provides a solid foundation; however, as a mature market, significant growth remains elusive.
This report provides information on how makers and marketers are leveraging added-value skincare benefits, gender-specific products, and ease-of-use features to increase consumers’ spending. Mintel will delve deeper into issues and opportunities that exist, focusing on key themes regarding product transparency/efficacy claims, demographic-specific innovation, and multitasking products.
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