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Soap, Bath and Shower Products - US - March 2011

The U.S. market for soap, bath and shower products sold through food, drug, and mass merchandiser channels is driven by consumer demand for fragrance and moisturization in their shower products in 2011, as evidenced by the results of Mintel’s exclusive consumer survey, in which respondents cite these attributes as the most important in their purchase decisions. Antibacterial properties are also in significant demand in liquid hand soap products after the 2009 outbreak of H1N1. This report covers these factors extensively, and provides in-depth examination of the following:

  • The role of liquid body wash in the shift away from bar soap
  • How marketing efforts by body wash brands Axe and Old Spice appeal to young men
  • The impact of the poor economy in affecting consumer purchase behavior, and how consumers may be shifting to—and sticking with—private label products because they find them to be equable in quality to national brands, providing budget-conscious shoppers with an affordable alternative to national brands
  • The decline of the bubble bath segment as consumers mostly prefer to shower and find less time for small luxuries
  • Innovations in the market, including natural/organic positioning, multifunctional products, extra moisturizing products and vitamin-infused brands
  • How the leading manufacturers market their brands to appeal to a range of consumer types
  • Why supermarkets remain the leading retail channel in the FDMx market

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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

                      • Steady growth in the food, drug, and mass market
                        • Market challenged by poor economy, competing skincare products
                          • Consumer confidence still shaky
                            • Unemployment remains a concern
                              • HH incomes decrease
                                • Skincare products promise scent and moisturization
                                  • Body wash helps propel the FDMx market forward as bar soap fades
                                    • Grocery stores benefit from soap being a household staple
                                      • Market driven by demand for scent and moisturization; men also fuel sales
                                        • Four companies top the FDMx market
                                          • Innovations—natural/organic, multifunction, extra hydration, vitamins
                                            • The soap, bath, and shower product consumer
                                              • Usage
                                                • Usage frequency
                                                  • Retailers used for bar/liquid soap purchases
                                                    • Attitudes toward soap/body wash products
                                                      • Impact of race/Hispanic origin
                                                      • Insights and Opportunities

                                                        • Provide scent and/or moisture or perish
                                                          • Substantial opportunities for private label/store brands during the poor economy
                                                            • Men need a wider selection
                                                            • Inspire Insights

                                                                • Trend: Brand Review
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Consumers are looking for scent and moisturization
                                                                      • Private label increases in most segments as consumers trade down
                                                                        • Soap, bath, and shower product market size and forecast
                                                                          • Figure 1: U.S. FDMx sales and forecast of soap, bath, and shower products, at current prices, 2005-15
                                                                          • Figure 2: U.S. FDMx sales and forecast of soap, bath, and shower products, at inflation-adjusted prices, 2005-15
                                                                        • Walmart sales
                                                                          • Fan-chart forecast
                                                                              • Figure 3: U.S. Fan chart forecast of soap, bath and shower products, 2005-15
                                                                          • Market Drivers

                                                                            • Scent, moisturization are driving sales
                                                                              • Bottom line
                                                                                • Figure 4: Important attributes of soap/body wash purchases, November, 2011
                                                                              • Men help fuel body wash success
                                                                                • Result
                                                                                  • Figure 5: Types of soap products used in the home, by gender, March 2011
                                                                                  • Figure 6: U.S. male population, by age, 2006-16
                                                                                • Consumer confidence remains unstable
                                                                                  • Figure 7: U.S. consumer sentiment, 2002-10
                                                                                • High unemployment may translate to more interest in affordable products
                                                                                  • Figure 8: U.S. annual unemployment rate, 2002-10
                                                                                • HH incomes decline
                                                                                  • Figure 9: Median household income in inflation-adjusted dollars, 1998-2008
                                                                                • Half of American households earn less than $50K
                                                                                  • Figure 10: Household income distribution, 2009
                                                                              • Competitive Context

                                                                                • Skincare moisturizers compete with moisturizing soaps
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Liquid body wash sales reflect shift away from bar soap
                                                                                      • Scrubbers/massagers gain as bubble bath loses steam
                                                                                        • Sales of soap, bath, and shower products by segment
                                                                                          • Figure 11: Sales of selected soap, bath, and shower products at current prices, by segment, 2005-15
                                                                                      • Segment Performance—Liquid Body Wash

                                                                                        • Key points
                                                                                          • Liquid body wash growth signifies a move away from bar soap
                                                                                            • Sales and forecast of liquid body wash
                                                                                              • Figure 12: U.S. FDMx sales of liquid body wash, 2005-15
                                                                                          • Segment Performance—Nondeodorant Bar Soap

                                                                                            • Key points
                                                                                              • Nondeodorant bar soap eclipsed by body wash
                                                                                                • Sales and forecast of nondeodorant bar soap
                                                                                                  • Figure 13: U.S. FDMx sales of non-deodorant bar soap, 2005-15
                                                                                              • Segment Performance—Liquid Hand Soap

                                                                                                • Key points
                                                                                                  • Liquid hand soap slows but is expected to surge again
                                                                                                    • Sales and forecast of liquid hand soap
                                                                                                      • Figure 14: U.S. FDMx sales of liquid hand soap, 2005-15
                                                                                                  • Segment Performance—Deodorant Bar Soap

                                                                                                    • Key points
                                                                                                      • Deodorant bar soap suffers most from the popularity of body wash
                                                                                                        • Sales and forecast of deodorant bar soap
                                                                                                          • Figure 15: U.S. FDMx sales of deodorant bar soap, 2005-15
                                                                                                      • Segment Performance—Scrubbers/Massagers

                                                                                                        • Key points
                                                                                                          • New products help restore sales of scrubbers/massagers
                                                                                                            • Sales and forecast of scrubbers/massagers
                                                                                                              • Figure 16: U.S. FDMx Sales of scrubbers/massagers, 2005-15
                                                                                                          • Segment Performance—Bath Fragrances/Bubble Bath

                                                                                                            • Key points
                                                                                                              • Bath fragrances/bubble bath continue to lose drastically
                                                                                                                • Sales and forecast of bath fragrances/bubble bath
                                                                                                                  • Figure 17: U.S. FDMx sales of bath fragrances/bubble bath, 2005-15
                                                                                                              • Retail Channels

                                                                                                                • Key points
                                                                                                                  • Supermarkets lead as buying soap is part of grocery shopping for the HH
                                                                                                                    • Channel sales of soap, bath, and shower products
                                                                                                                      • Figure 18: U.S. FDMx sales of soap, bath and shower products, by channel, at current prices, 2009 and 2010
                                                                                                                  • Retail Channels—Supermarkets

                                                                                                                    • Key points
                                                                                                                      • Supermarkets offer the most convenience
                                                                                                                        • Supermarket sales of soap, bath, and shower products
                                                                                                                          • Figure 19: U.S. FDMx sales of soap, bath and shower products at supermarkets, 2005-10
                                                                                                                      • Retail Channels—Other FDMx

                                                                                                                        • Key point
                                                                                                                          • Growth at other FDMx stores outpaces supermarket growth
                                                                                                                            • Other FDMx channel sales
                                                                                                                              • Figure 20: U.S. sales of soap, bath and shower products at other FDMx channels, at current prices, 2005-10
                                                                                                                          • Leading Companies

                                                                                                                            • Key points
                                                                                                                              • Unilever benefits from the success of Dove and Axe
                                                                                                                                • Colgate Palmolive drops as deodorant bar soap loses momentum
                                                                                                                                  • P&G grows the most with Old Spice High Endurance body wash
                                                                                                                                    • Henkel declines as Dial liquid hand soap loses substantial sales
                                                                                                                                      • Leading soap, bath, and shower product companies
                                                                                                                                        • Figure 21: Leading FDMx soap, bath and shower product companies, 2009-10
                                                                                                                                    • Brand Share—Liquid Body Wash

                                                                                                                                      • Key points
                                                                                                                                        • Unilever markets a range of body wash brands to control the segment
                                                                                                                                          • Old Spice High Endurance propels P&G sales
                                                                                                                                            • Mid-tier body wash companies Henkel, CP, and J&J also grow
                                                                                                                                              • Beiersdorf’s Nivea portfolio increases
                                                                                                                                                • Private label growth reflects tightening HH budgets
                                                                                                                                                  • Leading FDMx liquid body wash brands
                                                                                                                                                    • Figure 22: U.S. FDMx brand sales of liquid body wash, 2009-10
                                                                                                                                                • Brand Share—Nondeodorant Bar Soap

                                                                                                                                                  • Key points
                                                                                                                                                    • Unilever leads but remains static
                                                                                                                                                      • P&G nondeodorant bar soap sales also decline
                                                                                                                                                        • Dial brands grow but Henkel fails to stave off losses
                                                                                                                                                          • Leading FDMx nondeodorant bar soap brands
                                                                                                                                                            • Figure 23: U.S. FDMx brand sales of nondeodorant bar soap, 2009-10
                                                                                                                                                        • Brand Share—Liquid Hand Soap

                                                                                                                                                          • Key points
                                                                                                                                                            • Colgate Palmolive leads with Softsoap but decreases overall
                                                                                                                                                              • Dial Corp. (Henkel) also falls as leading brand Dial declines
                                                                                                                                                                • Method uses green formulation to attract eco-conscious consumers
                                                                                                                                                                  • Lysol Healthy Touch leverages innovation to grow sales
                                                                                                                                                                    • Lysol Healthy Touch No-Touch Hand Soap System TV ad
                                                                                                                                                                      • Figure 24: Lysol No-Touch Hand soap System television ad, 2010
                                                                                                                                                                    • Private label hand soap accounts for nearly a quarter of the segment
                                                                                                                                                                      • Leading FDMx liquid hand soap brands
                                                                                                                                                                        • Figure 25: U.S. FDMx brand sales of liquid hand soap, 2009-10
                                                                                                                                                                    • Brand Share—Deodorant Soap

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Deodorant bar soap brands fall victim to the rise of body wash
                                                                                                                                                                          • Leading FDMx deodorant bar soap brands
                                                                                                                                                                            • Figure 26: U.S. FDMx brand sales of deodorant bar soap, 2009-10
                                                                                                                                                                        • Brand Share—Scrubbers/Massagers

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Scrubbers/massagers grow with increasing interest from men
                                                                                                                                                                              • Leading FDMx scrubber/massager brands
                                                                                                                                                                                • Figure 27: U.S. FDMx brand sales of scrubbers/massagers, 2009-10
                                                                                                                                                                            • Brand Share—Bath Fragrance/Bubble Bath

                                                                                                                                                                              • Key point
                                                                                                                                                                                • Despite growth from companies, bath fragrances manage only static sales
                                                                                                                                                                                  • Leading FDMx bath fragrance/bubble bath brands
                                                                                                                                                                                    • Figure 28: U.S. FDMx brand sales of bath fragrance/bubble bath, 2009-10
                                                                                                                                                                                • Innovations and Innovators

                                                                                                                                                                                  • Natural/organic
                                                                                                                                                                                    • Multifunctional products
                                                                                                                                                                                      • Extra moisturizing
                                                                                                                                                                                        • Vitamin-infused products
                                                                                                                                                                                        • Brands and the Advertising Landscape

                                                                                                                                                                                            • Overview
                                                                                                                                                                                              • Unilever—Axe and Dove
                                                                                                                                                                                                • Axe
                                                                                                                                                                                                  • Figure 29: Brand analysis of Axe, 2011
                                                                                                                                                                                                • Axe TV ad
                                                                                                                                                                                                  • Figure 30: Axe Rise Morning Shower Gel television ad, 2010
                                                                                                                                                                                                • Axe web advertising
                                                                                                                                                                                                  • Dove
                                                                                                                                                                                                    • Figure 31: Brand analysis of Dove, 2011
                                                                                                                                                                                                  • Dove TV ad
                                                                                                                                                                                                    • Figure 32: Dove Deep Moisture Body Wash television ad, 2010
                                                                                                                                                                                                  • Dove web advertising
                                                                                                                                                                                                    • Colgate Palmolive—Irish Spring and Softsoap
                                                                                                                                                                                                      • Irish Spring
                                                                                                                                                                                                        • Figure 33: Brand analysis of Irish Spring, 2011
                                                                                                                                                                                                      • Irish Spring web advertising
                                                                                                                                                                                                        • Softsoap
                                                                                                                                                                                                          • Figure 34: Brand analysis of Softsoap, 2011
                                                                                                                                                                                                        • Softsoap web advertising
                                                                                                                                                                                                          • Procter & Gamble—Old Spice
                                                                                                                                                                                                            • Old Spice
                                                                                                                                                                                                              • Figure 35: Brand analysis of Old Spice, 2011
                                                                                                                                                                                                            • Old Spice TV ad
                                                                                                                                                                                                              • Figure 36: Old Spice Body Wash television ad, 2010
                                                                                                                                                                                                            • Old Spice web advertising
                                                                                                                                                                                                              • Henkel—Dial and Tone
                                                                                                                                                                                                                • Dial
                                                                                                                                                                                                                  • Figure 37: Brand analysis of Dial, 2011
                                                                                                                                                                                                                • Dial TV ad
                                                                                                                                                                                                                  • Figure 38: Dial Nutriskin television ad, 2010
                                                                                                                                                                                                                • Dial web advertising
                                                                                                                                                                                                                  • Tone
                                                                                                                                                                                                                    • Figure 39: Brand analysis of Tone, 2011
                                                                                                                                                                                                                  • Tone TV ad
                                                                                                                                                                                                                    • Figure 40: Tone Simply Detox Body Wash television ad, 2010
                                                                                                                                                                                                                • Usage

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Bar soap still used most, but more than six in 10 use body wash
                                                                                                                                                                                                                      • Figure 41: Types of soap products used in the home, by gender, November 2010
                                                                                                                                                                                                                    • Bar soap purchases increase with age; body wash purchases decrease
                                                                                                                                                                                                                      • Figure 42: Types of soap products used in the home, by age, November 2010
                                                                                                                                                                                                                    • Purchases of liquid hand soap increase with HH income
                                                                                                                                                                                                                      • Figure 43: Types of soap products used in the home, by HH income, November 2010
                                                                                                                                                                                                                    • Most use moisturizing bar soap
                                                                                                                                                                                                                      • Figure 44: Types of bar soap used in HH, by gender, July 2009-September 2010
                                                                                                                                                                                                                    • Younger HHs most likely to use antibacterial bar soap
                                                                                                                                                                                                                      • Figure 45: Types of bar soap used in HH, by age, July 2009-September 2010
                                                                                                                                                                                                                    • Most HHs use large forms of bar soap
                                                                                                                                                                                                                      • Figure 46: Forms of bar soap used in HH, by age, July 2009-September 2010
                                                                                                                                                                                                                    • HH use of large bar soap increases with HH income
                                                                                                                                                                                                                      • Figure 47: Forms of bar soap used in HH, by HH income, July 2009-September 2010
                                                                                                                                                                                                                  • Brand Usage

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Dove tops brands used most often
                                                                                                                                                                                                                        • Figure 48: Soap brands purchased most often, by gender, November 2010
                                                                                                                                                                                                                      • Dove also tops brands bought sometimes
                                                                                                                                                                                                                        • Figure 49: Soap brands purchased sometimes, by gender, November 2010
                                                                                                                                                                                                                    • Usage Frequency

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Most use two bars of soap per month
                                                                                                                                                                                                                          • Figure 50: Number of bars of soap used in entire HH in the last 30 days, by gender, July 2009-September 2010
                                                                                                                                                                                                                        • Usage of four bars per month highest among those ages 35-44
                                                                                                                                                                                                                          • Figure 51: Number of bars of soap used in entire HH in the last 30 days, by age, July 2009-September 2010
                                                                                                                                                                                                                      • Retailers Used for Bar/Liquid Soap Purchases

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • More than one-third report buying bar soap at mass merchandisers
                                                                                                                                                                                                                            • Figure 52: Retailers used for bar soap purchases, by gender, November 2010
                                                                                                                                                                                                                          • More than one-third use mass stores for liquid hand soap purchases
                                                                                                                                                                                                                            • Figure 53: Retailers used for liquid hand soap purchases, by gender, November 2010
                                                                                                                                                                                                                          • Four in 10 use mass for liquid body wash purchases
                                                                                                                                                                                                                            • Figure 54: Retailers used for liquid body soap/wash purchases, by gender, November 2010
                                                                                                                                                                                                                        • Important Attributes for Soap/Body Wash Purchases

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Good lather, moisturizing, scent top list of important attributes
                                                                                                                                                                                                                              • Figure 55: Important attributes of soap/body wash purchases, by gender, November 2010
                                                                                                                                                                                                                            • Younger respondents most likely to be concerned with a range of attributes
                                                                                                                                                                                                                              • Figure 56: Important attributes of soap/body wash purchases, by age, November 2010
                                                                                                                                                                                                                          • Attitudes Toward Soap/Body Wash

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Nearly four in 10 choose soap/bath products by scent
                                                                                                                                                                                                                                  • Figure 57: Attitudes towards soap/body wash, by gender, November 2010
                                                                                                                                                                                                                                • Youngest respondents most concerned with scent
                                                                                                                                                                                                                                  • Figure 58: Attitudes toward soap/body wash, by age, November 2010
                                                                                                                                                                                                                                • Most respondents are loyal to one name brand
                                                                                                                                                                                                                                  • Figure 59: Level of brand loyalty to soap, bath, and shower products, by gender, November 2010
                                                                                                                                                                                                                                • Loyalty to one bar soap brand increases with age
                                                                                                                                                                                                                                  • Figure 60: Level of brand loyalty to soap, bath, and shower products, by age, November 2010
                                                                                                                                                                                                                              • Impact of Race/Hispanic Origin

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Black respondents most apt to use bar soap, liquid hand soap, bubble bath
                                                                                                                                                                                                                                    • Figure 61: Types of soap products used in the home, by race/Hispanic origin, November 2010
                                                                                                                                                                                                                                  • Black and Hispanic respondents use antibacterial bar soap most
                                                                                                                                                                                                                                    • Figure 62: Types of bar soap used in HH, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                                                                                                  • Black respondents use more bar soap per month than other ethnicities
                                                                                                                                                                                                                                    • Figure 63: Number of bars of soap used in entire HH in the last 30 days, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                                                                                                  • Blacks report most likelihood to cite a range of attributes as important
                                                                                                                                                                                                                                    • Figure 64: Important attributes of soap/body wash purchases, by race/Hispanic origin, November 2010
                                                                                                                                                                                                                                  • Black and Hispanic respondents most apt to choose soap based on scent
                                                                                                                                                                                                                                    • Figure 65: Attitudes toward soap/body wash, by race/Hispanic origin, November 2010
                                                                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                                                                    • Liquidators
                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                            • Mixers
                                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                    • Bar-istos
                                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                                                                                              • Figure 66: Soap clusters, November 2010
                                                                                                                                                                                                                                                              • Figure 67: Type of soap products used by soap clusters, November 2010
                                                                                                                                                                                                                                                              • Figure 68: Attitudes Toward Soap/body wash by soap clusters, November 2010
                                                                                                                                                                                                                                                              • Figure 69: Importance of soap attributes by soap clusters, November 2010
                                                                                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                                                                                              • Figure 70: Soap clusters, by gender, November 2010
                                                                                                                                                                                                                                                              • Figure 71: Soap clusters, by age group, November 2010
                                                                                                                                                                                                                                                              • Figure 72: Soap clusters by household income, November 2010
                                                                                                                                                                                                                                                              • Figure 73: Soap clusters, by race, November 2010
                                                                                                                                                                                                                                                              • Figure 74: Soap clusters, by Hispanic origin, November 2010
                                                                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                  • HHs with children buy more liquid hand soap, body wash, bubble bath
                                                                                                                                                                                                                                                                      • Figure 75: Types of soap products used in the home, by number of children in HH, November 2010
                                                                                                                                                                                                                                                                  • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                                    • Soap - U.S.
                                                                                                                                                                                                                                                                      • Overview
                                                                                                                                                                                                                                                                        • Liquid body wash
                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                            • Figure 76: Brand map, selected brands of liquid body wash buying rate by household penetration, 2010*
                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                              • Figure 77: Key purchase measures for the top brands of liquid body wash, by household penetration, 2010*
                                                                                                                                                                                                                                                                            • Liquid hand soap
                                                                                                                                                                                                                                                                              • Consumer insights on key purchase measures – liquid hand soap
                                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                                  • Figure 78: Brand map, selected brands of liquid hand soap buying rate by household penetration, 2010*
                                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                                    • Figure 79: Key purchase measures for the top brands of liquid hand soap, by household penetration, 2010*
                                                                                                                                                                                                                                                                                  • Nondeodorant bar soap
                                                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures – nondeodorant bar soap
                                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                                        • Figure 80: Brand map, selected brands of nondeodorant bar soap buying rate by household penetration, 2010*
                                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                                          • Figure 81: Key purchase measures for the top brands of nondeodorant bar soap, by household penetration, 2010*
                                                                                                                                                                                                                                                                                      • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                        • Brand usage
                                                                                                                                                                                                                                                                                          • Figure 82: Soap brands purchased most often, by age, March 2011
                                                                                                                                                                                                                                                                                        • Retailers used for bar/liquid soap purchases
                                                                                                                                                                                                                                                                                          • Figure 83: Retailers used for bar soap purchases, by HH income, March 2011
                                                                                                                                                                                                                                                                                        • Attitudes toward soap/body wash
                                                                                                                                                                                                                                                                                          • Figure 84: Attitudes toward soap/body wash, by HH income, March 2011
                                                                                                                                                                                                                                                                                        • Impact of race/Hispanic origin
                                                                                                                                                                                                                                                                                          • Figure 85: Soap brands purchased most often, by race/Hispanic origin, March 2011
                                                                                                                                                                                                                                                                                          • Figure 86: Retailers used for bar soap purchases, by race/Hispanic origin, March 2011
                                                                                                                                                                                                                                                                                      • Appendix—Trade Associations

                                                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                                                        • American Heart Association, Inc.
                                                                                                                                                                                                                                                                                        • Beiersdorf, Inc. (USA)
                                                                                                                                                                                                                                                                                        • Colgate-Palmolive Company
                                                                                                                                                                                                                                                                                        • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                                                        • Henkel Corporation
                                                                                                                                                                                                                                                                                        • Johnson & Johnson
                                                                                                                                                                                                                                                                                        • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                                                                                        • National Football League Inc.
                                                                                                                                                                                                                                                                                        • Personal Care Products Council
                                                                                                                                                                                                                                                                                        • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                                                        • Procter & Gamble USA
                                                                                                                                                                                                                                                                                        • Reckitt Benckiser USA
                                                                                                                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                        • Unilever USA
                                                                                                                                                                                                                                                                                        • US Department of Labor
                                                                                                                                                                                                                                                                                        • Victoria's Secret
                                                                                                                                                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                        • Yves Rocher Groupe

                                                                                                                                                                                                                                                                                        Soap, Bath and Shower Products - US - March 2011

                                                                                                                                                                                                                                                                                        £2,684.63 (Excl.Tax)