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Soap, Bath and Shower Products - US - February 2016

Definition

For the purposes of this report, Mintel defines the soap, bath, and shower products category as follows:

  • Liquid body wash and/or shower gel
  • Bar soap
  • Liquid hand soap
  • Hand sanitizer
  • Bath products, including bubble bath and bath fragrances.

Overview

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

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Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

This report covers the following areas:

  • Slow market growth expected to continue
  • Consumers trade in bar soap for liquid options
  • Brands impacted by ingredient controversy

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slow market growth expected to continue
            • Figure 1: Total US sales and fan chart forecast of soap, bath, and shower products, at current prices, 2010-20
          • Consumers trade in bar soap for liquid options
            • Figure 2: Percentage of households using bar soap, body wash, and liquid hand soap, April 2010-June 2015
          • Brands impacted by ingredient controversy
            • Figure 3: Awareness of ingredients, November 2015
          • The opportunities
            • Encourage consumers to trade up for premium products
              • Figure 4: Correspondence analysis – Product benefits, November 2015
            • Improve perceptions around bar soaps
              • Figure 5: Attitudes toward bar soap – Agree responses, November 2015
            • While a niche market, product innovations present opportunity
              • Figure 6: Interest in select product innovations, by gender and 25-34 and 65+ age groups, November 2015
            • What it means
            • The Market – What You Need to Know

              • Slow market growth expected to continue
                • Liquid body wash drives sales, but small bath product segment growing
                  • Market impacted by in-shower moisturizers, ingredient concerns
                    • Growing population of women boosts market, declines in families temper growth
                    • Market Size and Forecast

                      • Slow market growth expected to continue
                        • Figure 7: Total US sales and fan chart forecast of soap, bath, and shower products, at current prices, 2010-20
                        • Figure 8: Total US sales and forecast of soap, bath, and shower products, at current prices, 2010-20
                    • Market Breakdown

                      • Bath products segment small, but growing
                        • Figure 9: Share of soap, bath, and shower products sales, by segment, 2015 (est)
                        • Figure 10: Percentage change in sales of soap, bath, and shower products, by segment, 2014-15 (est)
                    • Market Perspective

                      • Gender-specific vs unisex a key purchase influencer
                        • Shower products, liquid soaps dominate new product launches
                          • Figure 11: Share of soap, bath, and shower product launches, by category, 2015*
                        • Competition between body care and shower products heats up
                          • Controversies over ingredients continue to impact brands
                          • Market Factors

                            • Despite growing overall population, older adults may temper market growth
                              • Figure 12: US population, by age, 2010, 2015, and 2020
                            • Increases in female population bode well for liquid products
                              • Figure 13: Female population by age, 2010, 2015, and 2020
                            • Bar soap, bath products benefit from growing population of Black, Hispanic adults
                              • Figure 14: US population by race and Hispanic origin, 2010, 2015, and 2020
                            • Declining percentage of homes with children challenge market
                              • Figure 15: US households, by presence of own children, 2005-15
                            • Stabilizing incomes can boost sales of premium products
                              • Figure 16: Median household income, in inflation-adjusted dollars, 2004-14
                            • Unpredictable flu epidemics add confusion to hand sanitizer sales forecasts
                            • Key Players – What You Need to Know

                              • Unilever dominates market, competition between others remains intense
                                • Premium offerings and benefits reign over value positioning
                                  • Basic options struggle as consumers seek added benefits
                                    • Health and wellness claims, luxury offerings elevate category
                                    • Manufacturer Sales of Soap, Bath, and Shower Products

                                      • Competition between leading companies remains strong
                                        • Figure 17: Manufacturer sales of soap, bath, and shower products, 2014-15
                                    • What’s Working?

                                      • Beauty brands, premium benefits reach women in body wash segment
                                        • Figure 18: MULO sales of select liquid body wash products, rolling 52-weeks ending Nov. 1, 2015
                                      • Moisturizing, gentle body wash products also experience success
                                        • Figure 19: MULO sales of select moisturizing liquid body wash products, rolling 52-weeks ending Nov. 1, 2015
                                      • Natural, environmentally friendly claims elevate liquid hand soaps
                                        • Figure 20: MULO sales of select natural/environmentally friendly liquid hand soap products, rolling 52-weeks ending Nov. 1, 2015
                                      • Aromatherapy bath products help consumers de-stress
                                        • Figure 21: MULO sales of select therapeutic bath products, rolling 52-weeks ending Nov. 1, 2015
                                      • Men and children seek products of their own
                                        • Figure 22: MULO sales of select men’s and children’s liquid body washes, rolling 52-weeks ending Nov. 1, 2015
                                    • What’s Struggling?

                                      • Private label struggles to compete with branded options
                                        • Figure 23: MULO sales of private label, by segment, 2014-15
                                      • Bar soap sales lag as consumers turn to premium products
                                        • Figure 24: MULO sales of select bar soaps, 2012-15
                                    • What’s Next?

                                      • Body care expands to the shower
                                        • Alternative formats shake up market
                                          • Liquid hand soaps, bar soaps take a more decorative approach
                                            • Premium benefits expand, health and wellness claims enter the shower
                                            • The Consumer – What You Need to Know

                                              • A preference for showering lowers bath product usage
                                                • Younger women, parents drive product usage
                                                  • Different benefits sought for different products
                                                    • Premium offerings may be the key to bar soap segment growth
                                                      • Barriers to use exist for in-shower moisturizers
                                                        • Product innovations could reach women, multicultural adults
                                                          • Consumers rely on familiar ingredients amidst confusion, controversy
                                                          • Bath and Shower Routines

                                                            • Preference for showering lowers bath product usage
                                                              • Multitasking can boost market growth
                                                                • Kids use products of their own
                                                                  • Figure 25: Bath and shower routines, November 2015
                                                                • Men multitask with products, slowing market growth
                                                                  • Figure 26: Bath and shower routines, by gender, November 2015
                                                                • Older adults take a more functional approach to showering
                                                                  • Figure 27: Bath and shower routines, by 25-34 and 65+ age groups, November 2015
                                                                • Hispanics change products based on season, time of day
                                                                  • Figure 28: Bath and shower routines, by race and Hispanic origin, November 2015
                                                              • Product Usage

                                                                • Adults trade in bar soap for liquid options
                                                                  • Figure 29: Percentage of households using bar soap, body wash, and liquid hand soap, April 2010-June 2015
                                                                • Women use liquid products, men stick with bar soap
                                                                  • Figure 30: Product usage, by gender, November 2015
                                                                • Younger adults, parents rely on variety of items
                                                                  • Figure 31: Product usage of select soap, bath, and shower products, by age groups 25-34 and 65+ and parental status, November 2015
                                                                • Multicultural consumers highly engaged in market
                                                                  • Figure 32: Product usage, by race and Hispanic origin, November 2015
                                                              • Product Benefits

                                                                • Consumers seek different benefits for different products
                                                                  • Figure 33: Correspondence analysis – Product benefits, November 2015
                                                                  • Figure 34: Product benefits, by product type, November 2015
                                                                • Men and women drawn to different claims
                                                                  • Figure 35: Product benefits – Body wash, by gender, November 2015
                                                                • Added benefits sought by younger consumers
                                                                  • Figure 36: Product benefits – Body wash, 25-34 and 65+ age groups, November 2015
                                                                • Black adults report higher interest in variety of benefits
                                                                  • Figure 37: Product benefits – Body wash, by Hispanic, Black and Asian or Pacific Islander adults, November 2015
                                                              • Attitudes toward Bar Soap

                                                                • Premium offerings may be the key to bar soap segment growth
                                                                  • Figure 38: Attitudes toward bar soap – Agree, November 2015
                                                                • Adults 25-34, Hispanics more likely to form an opinion on bar soaps
                                                                  • Figure 39: Attitudes toward bar soap – Agree, by age and race/Hispanic origin, November 2015
                                                              • Attitudes toward In-shower Moisturizer

                                                                • Concerns over slippery showers challenge in-shower moisturizers
                                                                  • Figure 40: Attitudes toward in-shower moisturizers, November 2015
                                                                • Opportunities to reach 25-34s, Black adults with in-shower moisturizers
                                                                  • Figure 41: Attitudes toward in-shower moisturizers, by age and race/Hispanic origin, November 2015
                                                              • Product Innovations

                                                                • Interest in product innovations limited, but niche market exists
                                                                  • Figure 42: Interest in product innovations, November 2015
                                                                • Multipurpose products won’t necessarily temper market growth
                                                                  • Figure 43: Interest in multipurpose products– CHAID – Tree output, November 2015
                                                                • Women, adults aged 25-34 most open to new product offerings
                                                                  • Figure 44: Interest in select product innovations, by gender and 25-34 and 65+ age groups, November 2015
                                                                • Product innovations may help to reach multicultural consumers
                                                                  • Figure 45: Interest in select product innovations, by race/Hispanic origin, November 2015
                                                              • Awareness of Ingredients

                                                                • Consumers seek comfort in familiar ingredients
                                                                  • Figure 46: Awareness of ingredients, November 2015
                                                                • Parents, Hispanics most aware of ingredients
                                                                  • Figure 47: Have not heard of select ingredients, by race/Hispanic origin and parental status, November 2015
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Sales data
                                                                    • Fan chart forecast
                                                                      • Consumer survey data
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                          • Appendix – Market

                                                                              • Figure 48: Total US sales and forecast of soap, bath, and shower products market, at inflation-adjusted prices, 2010-20
                                                                              • Figure 49: Share of top 10 soap, bath, and shower product claims, by segment, 2015*
                                                                          • Appendix – Key Players

                                                                              • Figure 50: MULO sales of bar soap, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                              • Figure 51: MULO sales of liquid body wash, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                              • Figure 52: MULO sales of liquid hand soap, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                              • Figure 53: MULO sales of bath products, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                              • Figure 54: MULO sales of hand sanitizers, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                          • Appendix – Consumer

                                                                              • Figure 55: Percentage of households using select body wash brands, April 2010-June 2015
                                                                              • Figure 56: Percentage of households using select bar soap brands, April 2010-June 2015
                                                                              • Figure 57: Percentage of households using select liquid hand soap brands, April 2010-June 2015
                                                                            • CHAID methodology
                                                                                • Figure 58: interest in soap, bath, and shower products – CHAID – Table output, November 2015

                                                                            Companies Covered

                                                                            • Walmart Stores (USA)

                                                                            Soap, Bath and Shower Products - US - February 2016

                                                                            £3,277.28 (Excl.Tax)