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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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Table of contents

  1. Scope and Themes

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

                  • Overview
                    • The market
                      • Figure 1: Total US sales and fan chart forecast of soap, bath and shower products, at current prices, 2009-19
                    • Market factors
                      • Controversial antibacterial claims temper growth but still in demand
                        • Population growth and shifts
                          • Figure 2: US population, by age, 2015
                        • Segment performance
                          • Figure 3: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2012 and 2014
                        • The consumer
                          • Bar soap, liquid hand soap, and body wash are used by majority of consumers
                            • Figure 4: Product usage, November 2014
                          • Unisex varieties are preferred for the most functional soap, shower and bath products
                            • Figure 5: Types of soap, bath, and shower products used, November 2014
                          • Usage behaviors point to demand for multitasking products
                            • Figure 6: Most prominent product usage behaviors, November 2014
                          • Widespread interest in deodorizing benefits, followed by value-added claims
                            • Figure 7: Interest in new product claims and attributes, November 2014
                          • What we think
                          • Issues and Insights

                              • How can industry players reassure consumers regarding product safety and efficacy?
                                • The issues
                                  • The implications: Focus on transparency, claims that verify efficacy
                                    • What opportunities are there to target needs of the multicultural consumer?
                                      • The issues
                                        • The implications: Develop regimes for ethnic skin, leverage interest in personalization
                                          • What opportunities are there to align with consumers’ fast-paced lifestyle?
                                            • The issues
                                              • The implications: Emphasize convenience in packaging, multiple use, and functional benefit
                                              • Trend Application

                                                  • Trend: Man in the Mirror
                                                    • Trend: Factory Fear
                                                      • Trend: Slow it All Down
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Mature market supports steady sales
                                                            • Steady gains expected to continue
                                                              • Sales and forecast of soap, bath and shower products
                                                                • Figure 8: Total US sales and forecast of soap, bath and shower products, at current prices, 2009-19
                                                                • Figure 9: Total US sales and forecast of soap, bath and shower products, at inflation-adjusted prices, 2009-19
                                                              • Fan chart forecast
                                                                  • Figure 10: Total US sales and fan chart forecast of soap, bath and shower products, at current prices, 2009-19
                                                              • Market Drivers

                                                                • Key points
                                                                  • Controversial antibacterial claims temper growth but still in demand
                                                                    • Growing population should benefit market
                                                                      • Figure 11: US population, by age, 2010, 2015, and 2020
                                                                    • Marketing to men is key to future growth
                                                                      • Targeting families is important but offers limited opportunity
                                                                          • Figure 12: US households, by presence of own children, 2003-13
                                                                        • Evolving multicultural demographics influence innovation
                                                                          • Figure 13: US population by race and Hispanic origin, 2009, 2014, and 2019
                                                                          • Figure 14: Purchasing power, by race/Hispanic origin, 1990-2018
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Soap, bath and shower sales continue steady growth in most segments
                                                                            • Hand sanitizers get a boost
                                                                              • Sales of soap, bath and shower products, by segment
                                                                                • Figure 15: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2012 and 2014
                                                                                • Figure 16: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2009-14
                                                                            • Segment Performance – Liquid Body Wash

                                                                              • Key points
                                                                                • Liquid body wash continues to drive category growth
                                                                                  • Sales and forecast of liquid body wash
                                                                                    • Figure 17: Total US retail sales and forecast of liquid body wash, at current prices, 2009-19
                                                                                • Segment Performance – Bar Soap

                                                                                  • Key points
                                                                                    • Bar soap sales are sluggish
                                                                                      • Sales and forecast of bar soap
                                                                                        • Figure 18: Total US sales and forecast of bar soap, at current prices, 2009-19
                                                                                    • Segment Performance – Liquid Hand Soap

                                                                                      • Key points
                                                                                        • Liquid hand soap is a steady performer
                                                                                          • Sales and forecast of liquid hand soap
                                                                                            • Figure 19: Total US sales and forecast of liquid hand soap, at current prices, 2009-19
                                                                                        • Segment Performance – Hand Sanitizer

                                                                                          • Key points
                                                                                            • Hand sanitizer sales are volatile
                                                                                              • Sales and forecast of hand sanitizer
                                                                                                • Figure 20: Total US sales and forecast of hand sanitizer, at current prices, 2009-19
                                                                                            • Segment Performance – Bath Products

                                                                                              • Key points
                                                                                                • Bath products segment challenged to produce notable growth
                                                                                                  • Sales and forecast of bath products
                                                                                                    • Figure 21: Total US sales and forecast of bath products, at current prices, 2009-19
                                                                                                • Retail Channels

                                                                                                  • Key points
                                                                                                    • “Other” retail channels account for largest share of market sales
                                                                                                      • Drug stores exhibit strong two-year growth
                                                                                                        • Sales of soap, bath and shower products, by channel
                                                                                                          • Figure 22: Sales of soap, bath and shower products, by channel, 2012 and 2014
                                                                                                          • Figure 23: Total US retail sales of soap, bath, and shower products, by channel, at current prices, 2009-14
                                                                                                      • Leading Companies

                                                                                                        • Key points
                                                                                                          • Unilever leads soap, bath and shower category
                                                                                                            • P&G jumps Colgate-Palmolive, narrows gap to the #2 spot
                                                                                                              • Manufacturer sales of soap, bath and shower products
                                                                                                                • Figure 24: MULO sales of soap, bath and shower products, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                            • Brand Share and Usage – Liquid Body Wash

                                                                                                              • Key points
                                                                                                                • Unilever’s Dove leads segment in sales and share
                                                                                                                  • P&G finds success across brand lines
                                                                                                                    • Colgate-Palmolive launches Tom’s of Maine into body wash segment
                                                                                                                      • Manufacturer sales of liquid body wash
                                                                                                                        • Figure 25: MULO sales of liquid body wash, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                                      • Dove is most popular body wash among body wash users
                                                                                                                        • Figure 26: Brands of body wash used, by gender, April 2013-June 2014
                                                                                                                    • Brand Share and Usage – Bar Soap

                                                                                                                      • Key points
                                                                                                                        • Dove has a commanding lead in bar soap brand sales
                                                                                                                          • Olay outperforms other bar soap brands with value-added benefits
                                                                                                                            • Opportunity for smaller brands to capture share of segment
                                                                                                                              • Manufacturer sales of bar soap
                                                                                                                                • Figure 27: MULO sales of bar soap, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                                              • Dove is most used bar soap brand
                                                                                                                                • Figure 28: Brands of bar soap used, by gender, April 2013-June 2014
                                                                                                                            • Brand Share and Usage – Liquid Hand Soap

                                                                                                                              • Key points
                                                                                                                                • Colgate-Palmolive has a solid lead in segment sales, but sales are stagnant
                                                                                                                                  • Henkel and Method are standout performers
                                                                                                                                    • Private label losing share to branded products
                                                                                                                                      • Manufacturer sales of liquid hand soap
                                                                                                                                        • Figure 29: MULO sales of liquid hand soap, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                                                      • Softsoap most popular liquid hand soap
                                                                                                                                        • Figure 30: Brands of liquid hand soap use, by household income, April 2013-June 2014
                                                                                                                                    • Brand Share – Hand Sanitizer

                                                                                                                                      • Key points
                                                                                                                                        • Purell continues to steal share from segment leader, Germ-X
                                                                                                                                          • Manufacturer sales of hand sanitizers
                                                                                                                                            • Figure 31: MULO sales of hand sanitizers, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                                                        • Brand Share – Bath Products

                                                                                                                                          • Key points
                                                                                                                                            • Bath products get boost from new product innovation
                                                                                                                                              • Private label entices shoppers with value price points
                                                                                                                                                • Manufacturer sales of bath products
                                                                                                                                                  • Figure 32: MULO sales of bath products, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                                                              • Innovations and Innovators

                                                                                                                                                • New product launch trends
                                                                                                                                                  • Figure 33: Share of soap, bath and shower product launches, by subcategory, 2010-14
                                                                                                                                                  • Figure 34: Top 10 soap, bath and shower product claims, by share, 2010-14
                                                                                                                                                • Product innovations
                                                                                                                                                  • Adding value to soap, bath and shower products
                                                                                                                                                    • Demographic-specific innovation
                                                                                                                                                      • Multitasking products
                                                                                                                                                        • Limited-edition/seasonal innovation
                                                                                                                                                          • Fruity notes are remain popular fragrance
                                                                                                                                                          • Marketing Strategies

                                                                                                                                                            • Overview of the brand landscape
                                                                                                                                                              • Marketing to men
                                                                                                                                                                • Old Spice: Satire and sex
                                                                                                                                                                  • Figure 35: Old Spice body wash and deodorant, television ad, 2014
                                                                                                                                                                • Lifestyle positioning
                                                                                                                                                                  • Method: Life can be messy
                                                                                                                                                                    • Consumer education
                                                                                                                                                                      • Purell: Myth-buster
                                                                                                                                                                      • Product Usage

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Soap, bath and shower products are an essential component of hygiene
                                                                                                                                                                            • Figure 36: Product usage, November 2014
                                                                                                                                                                          • High incidence of multiple product usage
                                                                                                                                                                            • Figure 37: Repertoire of products usage, by gender and age, November 2014
                                                                                                                                                                          • Men most likely to use bar soap
                                                                                                                                                                            • Figure 38: Product usage, by gender, November 2014
                                                                                                                                                                          • Bath products most popular among 25-34s
                                                                                                                                                                            • Figure 39: Product usage, by age, November 2014
                                                                                                                                                                          • Households with children regularly use hand sanitizers
                                                                                                                                                                            • Figure 40: Product usage, by presence of children in household, November 2014
                                                                                                                                                                        • Gender-specific vs. Unisex Product Use

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Bath products usage skews toward female-specific types
                                                                                                                                                                              • Figure 41: Types of soap, bath, and shower products used, November 2014
                                                                                                                                                                            • Unisex soap, bath and shower product usage
                                                                                                                                                                              • Figure 42: General market/unisex use of soap, bath, and shower products, by gender and age, November 2014
                                                                                                                                                                            • Female-specific soap, bath and shower product usage
                                                                                                                                                                              • Figure 43: Female-specific use of soap, bath, and shower products, by gender and age, November 2014
                                                                                                                                                                            • Male-specific soap, bath and shower product usage
                                                                                                                                                                              • Figure 44: Male-specific use of soap, bath, and shower products, by gender and age, November 2014
                                                                                                                                                                          • Reasons for Using Gender-specific Products

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Fragrance drives usage of gender-specific products
                                                                                                                                                                                • Figure 45: Reasons for using gender-specific soap, bath, and shower products, by gender, November 2014
                                                                                                                                                                              • Packaging for gender-specific products influences use among 25-34s
                                                                                                                                                                                • Figure 46: Reasons for using gender-specific soap, bath, and shower products, by age, November 2014
                                                                                                                                                                              • Urban users think gender-specific products work better/offer more beauty benefits
                                                                                                                                                                                • Figure 47: Reasons for using gender-specific soap, bath, and shower products, by area, November 2014
                                                                                                                                                                            • Usage Behaviors

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Consumer behavior shows tendency to use bath products as all-purpose
                                                                                                                                                                                  • Figure 48: Soap, bath, and shower product usage behaviors, November 2014
                                                                                                                                                                                • Women are more likely to use products designed for specific skin conditions
                                                                                                                                                                                  • Figure 49: Soap, bath, and shower product usage behaviors, by gender, November 2014
                                                                                                                                                                                  • Figure 50: Soap, bath, and shower product usage behaviors, by gender and age, November 2014
                                                                                                                                                                                • Younger users most likely to use multiple products
                                                                                                                                                                                  • Figure 51: Soap, bath, and shower product usage behaviors, by age, November 2014
                                                                                                                                                                                • Urbanites more likely to use specialized bath products
                                                                                                                                                                                  • Figure 52: Soap, bath, and shower product usage behaviors, by area, November 2014
                                                                                                                                                                              • Interest in New Product Attributes and Claims

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Widespread interest in bath products with deodorizing properties
                                                                                                                                                                                    • Figure 53: Interest in new product claims and attributes, November 2014
                                                                                                                                                                                  • Women seek ultra-gentle and intensive moisturizing products
                                                                                                                                                                                    • Figure 54: Interest in new product claims and attributes – Any interest, by gender, November 2014
                                                                                                                                                                                    • Figure 55: Interest in new product claims and attributes – Any interest, by gender and age, November 2014
                                                                                                                                                                                  • Bath product users aged 25-34 show high responsiveness to new product innovation
                                                                                                                                                                                    • Figure 56: Interest in new product claims and attributes – Any interest, by age, November 2014
                                                                                                                                                                                  • Urbanites are a prime target for new product innovation
                                                                                                                                                                                    • Figure 57: Interest in new product claims and attributes – Any interest, by area, November 2014
                                                                                                                                                                                • Liquid Hand Soap and Hand Sanitizer Usage Behaviors

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Hand sanitizers stored in multiple places
                                                                                                                                                                                      • Figure 58: Liquid hand soap and hand sanitizer usage behaviors, November 2014
                                                                                                                                                                                    • Young women are more likely to use hand soaps/sanitizers with seasonal fragrances
                                                                                                                                                                                      • Figure 59: Liquid hand soap and hand sanitizer usage behaviors, by gender and age, November 2014
                                                                                                                                                                                    • More affluent consumers tend to do more research on ingredient profiles
                                                                                                                                                                                      • Figure 60: Liquid hand soap and hand sanitizer usage behaviors, by household income, November 2014
                                                                                                                                                                                    • Parents are more likely to research the ingredients in liquid hand soap/sanitizers
                                                                                                                                                                                      • Figure 61: Liquid hand soap and hand sanitizer usage behaviors, by presence of children in household, November 2014
                                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Multicultural use of soap, bath and shower product use is high
                                                                                                                                                                                        • Figure 62: Product usage, by race/Hispanic origin, November 2014
                                                                                                                                                                                      • Multicultural demographics are most likely to use a repertoire of five or more products
                                                                                                                                                                                        • Figure 63: Repertoire of products usage, by race/Hispanic origin, November 2014
                                                                                                                                                                                      • Gender-specific vs. unisex product use
                                                                                                                                                                                        • Figure 64: Female-specific use of soap, bath, and shower products, by race/Hispanic origin, November 2014
                                                                                                                                                                                        • Figure 65: Male-specific use of soap, bath, and shower products, by race/Hispanic origin, November 2014
                                                                                                                                                                                      • Hispanics use gender-specific scents to be different than their spouse
                                                                                                                                                                                        • Figure 66: Reasons for using gender-specific soap, bath, and shower products, by race/Hispanic origin, November 2014
                                                                                                                                                                                      • Black consumers use multiple soap products
                                                                                                                                                                                        • Figure 67: Soap, bath, and shower product usage behaviors, by race/Hispanic origin, November 2014
                                                                                                                                                                                      • Asians receptive to new product claims and attributes
                                                                                                                                                                                        • Figure 68: Interest in new product claims and attributes – Any interest, by race/Hispanic origin, November 2014
                                                                                                                                                                                      • Hispanics are interested in decorative containers for hand soap/sanitizers
                                                                                                                                                                                        • Figure 69: Liquid hand soap and hand sanitizer usage behaviors, by race/Hispanic origin, November 2014
                                                                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                      • Use of hand sanitizers increases with household size
                                                                                                                                                                                        • Figure 70: Product usage, by household size, November 2014
                                                                                                                                                                                      • Younger male users think gender-specific products work better than unisex counterparts
                                                                                                                                                                                        • Figure 71: Reasons for using gender-specific soap, bath, and shower products, by gender and age, November 2014
                                                                                                                                                                                      • Unisex vs. gender-specific usage
                                                                                                                                                                                        • Figure 72: Types of soap, bath, and shower products used – General market/unisex, by race/Hispanic origin, November 2014
                                                                                                                                                                                      • Over 55s least likely to use Dove
                                                                                                                                                                                        • Figure 73: Brands of bar soap used, by age, April 2013-June 2014
                                                                                                                                                                                      • Households without kids more likely to be sold brand users
                                                                                                                                                                                        • Figure 74: Brands of liquid hand soap use, by presence of children in household, April 2013-June 2014
                                                                                                                                                                                      • Primary brands users of body wash skew younger
                                                                                                                                                                                        • Figure 75: Brands of body wash used, by age, April 2013-June 2014
                                                                                                                                                                                      • Hispanics show strong allegiance to the Dove brand
                                                                                                                                                                                        • Figure 76: Brands of bar soap used, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                                        • Figure 77: Brands of liquid hand soap use, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                                        • Figure 78: Brands of body wash used, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                                      • Less affluent consumers tend to be the most brand loyal
                                                                                                                                                                                        • Figure 79: Soap, bath, and shower product usage behaviors, by household income, November 2014
                                                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                                                      Soap, Bath and Shower Products - US - February 2015

                                                                                                                                                                                      £3,277.28 (Excl.Tax)