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

Soap, Bath and Shower Products - US - March 2013

“The soap, bath, and shower market can expect to see growth in the next few years due to near universal consumer usage of these products for hygiene maintenance along with a lack of competitive alternatives. However, this market does have some issues it will need to address: private label offerings are slowly starting to grab market share and sales from branded offerings; consumers are expecting more from their soap products; and there is growing concern around the chemicals being used in personal care offerings. Companies and brands will need to explore ways to refocus consumers’ attention on branded offerings, new product benefits, and ways of helping consumers to feel better about the products that they use.”

– Gabriela Mendieta, Home & Personal Care Analyst

Some questions answered in this report include:

  • Branded soap, bath, and shower products are slowly losing market share to private label offerings. How can market players reinvigorate interest in branded offerings and reclaim share?
  • Consumers now expect more from their soap, bath, and shower products. What are some new areas of exploration for companies and brands to pursue to deliver greater value to consumers?
  • How can soap, bath, and shower brands assuage growing consumer concerns about the chemical content used in personal care products?

 

The U.S. soap, bath, and shower market was mostly untouched by the recession and the overall market has seen steady, strong growth in the past few years. During 2007-12, the category grew by $1 billion and surpassed $5 billion in total sales in 2012. Mintel expects that this market will continue to grow steadily into 2017. Most consumers use these products on a regular if not daily basis to maintain their personal hygiene. The key drivers for overall market growth in the past few years are the strong performance of the body wash segment coupled with the integration of moisturizing and skin enhancing benefits into these products.

Consumers now look to their soap products to deliver not only skin cleansing, but also moisturizing, deodorizing, and exfoliating attributes to name a few. However, though this market has performed well and will continue to grow, consumers are very cost conscious due to current economic circumstances and private label offerings are competing with branded offerings, promoting similar benefits for a lower cost. It will be important that companies and brand continue to integrate new functional and cosmetic benefits in the coming years in order to continue growing the market and to keep consumers engaged with this category.

This report analyzes U.S. sales performance of soap, bath, and shower product sales in the past five years, the market forecast through 2017, and how different factors, such as a product’s claims, have the ability to impact sales and consumer shopping behaviors. Household product usage, specific products purchased in the past year, shopping behaviors, purchase factors, and the influence of current claims on product purchases and interest in newer product attributes are also explored in this report.

The products covered in this report include:

  • Liquid body wash
  • Bar soap—broken into non-deodorant and deodorant offerings
  • Liquid hand soap
  • Bath products, including bath fragrance and bubble bath.

This report does not include facial cleansers, body care products, products designed specifically for use on babies, and heavy-duty hand cleansers for use in an industrial setting. Hand sanitizers, as well as shower and bath accompaniments such as loofahs, sponges, bath scrubbers and bath massagers are also excluded from this report.

 

 

Liqueurs - UK - January 2012

Take a look inside a sample report

Mintel’s consumer reports deliver insight and expert analysis into key consumer trends and behaviour in your marketplace, in addition to an overview of the market data and key brands. Mintel’s consumer reports provide you with easily digestible information to guide your future innovation and move your business forward.

Download now

 

What you get

What's included

Why buy from us?

Succeed

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

Instant Access

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

Opportunities

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

Trusted

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

Table of contents

  1. Scope and Themes

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

                        • The market
                          • Figure 1: Total U.S. retail sales and fan chart forecast of soap, bath, and shower market, at current prices, 2007-17
                        • Market factors
                          • Apprehensive consumers driving interest in private label and less expensive products
                            • Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-12
                          • Total population growth drives usage
                            • Hispanics and black consumers will be important segments to target
                              • Segment performance
                                • Figure 3: Total U.S. retail sales of soap, bath, and shower market, by segment, at current prices, 2010-12
                              • Retail channels
                                • Figure 4: Share of U.S. retail sales of soap, bath, and shower products, by channel, at current prices, 2010 and 2012
                              • Market players
                                • Figure 5: Share of MULO sales of soap, bath, and shower products, by leading companies, 2012
                              • The consumer
                                • Near universal penetration and usage across demographic segments
                                  • Bar soap most commonly purchased soap format
                                    • Figure 6: Purchase of soap, bath, and shower products, December-January, 2013
                                  • Personal preferences will drive the market
                                    • Figure 7: Soap, bath, and shower product usage, December 2012-January 2013
                                  • Consumers check products for their scent and stock up when they can
                                    • Figure 8: Shopping behaviors when purchasing soap, bath, and shower products, December 2012-January 2013
                                  • Price and scent type function as key purchase drivers
                                    • Figure 9: Purchase factors influencing purchase decision, December 2012-January 2013
                                  • Consumers mainly look for moisturizing and deodorizing attributes in current offerings
                                    • Figure 10: Current product attributes consumers look for in purchasing soap, bath, and shower products, December 2012-January 2013
                                  • Anti-aging attributes in soap offerings command greatest consumer interest
                                    • Figure 11: Interest in potential new attributes for soap, bath, and shower products, December 2012-January 2013
                                  • What we think
                                  • Issues in the Market

                                      • Branded soap, bath, and shower products are slowly losing market share to private label offerings. How can market players reinvigorate interest in branded offerings and reclaim share?
                                        • Consumers now expect more from their soap, bath, and shower products. What are some new areas of exploration for companies and brands to pursue to deliver greater value to consumers?
                                          • How can soap, bath, and shower brands assuage growing consumer concerns about the chemical content used in personal care products?
                                          • Insights and Opportunities

                                            • Deliver unexpected scents in soap, bath, and shower products
                                              • Focus on providing physiological benefits
                                                • Help consumers to manage cold/flu symptoms
                                                • Trend Applications

                                                    • Trend: Nouveau Poor
                                                      • Trend: Girly Men
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Soap, bath, and shower market sales are expected to grow steadily in the coming years
                                                            • Sales and forecast of soap, bath, and shower market
                                                              • Figure 12: Total U.S. retail sales and forecast of soap, bath, and shower market, at current prices, 2007-17
                                                              • Figure 13: Total U.S. retail sales and forecast of soap, bath, and shower market, at inflation-adjusted prices, 2007-17
                                                            • Fan chart forecast
                                                                • Figure 14: Total U.S. retail sales and fan chart forecast of soap, bath, and shower market, at current prices, 2007-17
                                                            • Market Drivers

                                                              • Key points
                                                                • Shaky consumer confidence leads to trading down
                                                                  • Figure 15: University of Michigan’s index of consumer sentiment (ICS), 2007-12
                                                                • Total population growth drives usage
                                                                  • Figure 16: Population, by age, 2008-18
                                                                • Growing ethnic populations may help market
                                                                  • Figure 17: Population, by race and Hispanic origin, 2008-18
                                                              • Segment Performance

                                                                • Key points
                                                                  • Body wash segment leads the soap, bath, and shower market
                                                                    • Sales of soap, bath, and shower products, by segment
                                                                      • Figure 18: Total U.S. retail sales of soap, bath, and shower market, by segment, at current prices, 2010 and 2012
                                                                  • Segment Performance—Liquid Body Wash

                                                                    • Key points
                                                                      • Liquid body wash top selling segment in the market
                                                                        • Sales and forecast of liquid body wash
                                                                          • Figure 19: Total U.S. retail sales and forecast of liquid body wash, at current prices, 2007-17
                                                                      • Segment Performance—Bar Soap

                                                                        • Key points
                                                                          • Consumers choosing deodorant bar soap over non-deodorant bar soap
                                                                            • Sales and forecast of bar soap
                                                                              • Figure 20: Total U.S. retail sales and forecast of non-deodorant bar soap, at current prices, 2007-17
                                                                              • Figure 21: Total U.S. retail sales and forecast of deodorant bar soap, at current prices, 2007-17
                                                                          • Segment Performance—Liquid Hand Soap

                                                                            • Key points
                                                                              • Liquid hand soap sees strong, steady growth
                                                                                • Sales and forecast of liquid hand soap
                                                                                  • Figure 22: Total U.S. retail sales and forecast of liquid hand soap, at current prices, 2007-17
                                                                              • Segment Performance—Bath Fragrance/Bubble Bath

                                                                                • Key points
                                                                                  • Small growth expected for bath fragrance/bubble bath
                                                                                    • Sales and forecast of fragrances/bubble bath
                                                                                      • Figure 23: Total U.S. retail sales and forecast of bath fragrance/bubble bath, at current prices, 2007-17
                                                                                  • Retail Channels

                                                                                    • Key points
                                                                                      • Mass merchandisers, supercenters, warehouse clubs capture soap, bath, and shower sales
                                                                                        • Sales of soap, bath, and shower products, by channel
                                                                                          • Figure 24: Total U.S. retail sales of soap, bath, and shower products, by channel, at current prices, 2010-12
                                                                                          • Figure 25: Total U.S. retail sales of soap, bath, and shower products, by channel, at current prices, 2007-12
                                                                                      • Leading Companies

                                                                                        • Key points
                                                                                          • Soap, bath, and shower market highly competitive
                                                                                            • MULO manufacturer sales of soap, bath, and shower products
                                                                                              • Figure 26: MULO sales of soap, bath, and shower products, by leading companies, 2011 and 2012
                                                                                          • Brand Share—Liquid Body Wash

                                                                                            • Key points
                                                                                              • Men’s brands, extra moisture give Unilever strong boost
                                                                                                • Old Spice competes with itself
                                                                                                  • Henkel’s Dial boosted by promotions
                                                                                                    • Private label, other companies pose threat
                                                                                                      • MULO sales of liquid body wash
                                                                                                        • Figure 27: MULO sales of liquid body wash by leading companies, 2011 and 2012
                                                                                                    • Brand Share—Bar Soap

                                                                                                      • Key points
                                                                                                        • Non-deodorant bar soap declines while deodorant bar soap grows
                                                                                                          • Brynwood Partners drives deodorant bar soap growth while subsegment leaders see declines
                                                                                                            • Private label makes headway
                                                                                                              • MULO sales of bar soap
                                                                                                                • Figure 28: MULO sales of non-deodorant bar soap by leading companies, 2011 and 2012
                                                                                                                • Figure 29: MULO sales of deodorant bar soap by leading companies, 2011 and 2012
                                                                                                            • Brand Share—Liquid Hand Soap

                                                                                                              • Key points
                                                                                                                • Colgate-Palmolive, Henkel post strong sales
                                                                                                                  • Method boosts foothold
                                                                                                                    • Private label begins to see sales slip
                                                                                                                      • MULO sales of liquid hand soap
                                                                                                                        • Figure 30: MULO sales of liquid hand soap by leading companies, 2011 and 2012
                                                                                                                    • Brand Share—Bath Fragrance/Bubble Bath

                                                                                                                      • Key points
                                                                                                                        • The Village Co. leads, but still falls behind other companies, private label
                                                                                                                          • Advanced Beauty moves up in the ranks
                                                                                                                            • MULO sales of bath fragrance/bubble bath
                                                                                                                              • Figure 31: MULO sales of bath fragrance/bubble bath by leading companies, 2011 and 2012
                                                                                                                          • Innovations and Innovators

                                                                                                                            • Largest segment leads with most product launches
                                                                                                                              • Figure 32: Soap, bath, and shower product launches, by product category, 2007-January 2013
                                                                                                                            • Limited Brands leads with most product launches
                                                                                                                              • Figure 33: Soap, bath, and shower product launches, by company, 2007- January 2013
                                                                                                                            • Natural claims most common claims type
                                                                                                                              • Figure 34: Soap, bath, and shower product launches, by claims category, 2007-13
                                                                                                                            • Botanical/herbal most common claim across the category
                                                                                                                              • Figure 35: Soap, bath, and shower product launches, by claims, 2007-13
                                                                                                                              • Figure 36: Soap, bath, and shower product launches, by claims, 2012
                                                                                                                            • Natural offerings continue to be launched
                                                                                                                              • Multipurpose products for men
                                                                                                                                • Women’s skin gets “nourished” and “silky smooth”
                                                                                                                                  • Body washes are delivering new “experiences”
                                                                                                                                  • Marketing Strategies

                                                                                                                                    • Overview of the brand landscape
                                                                                                                                      • Brand analysis: Suave
                                                                                                                                        • Figure 37: Brand analysis of Suave, 2013
                                                                                                                                        • Figure 38: Suave website, 2013
                                                                                                                                      • Brand analysis: Dove
                                                                                                                                        • Figure 39: Brand analysis of Dove, 2013
                                                                                                                                      • Online initiatives
                                                                                                                                        • Figure 40: Dove website, 2013
                                                                                                                                        • Figure 41: Dove “put your soap to the test” web page, 2013
                                                                                                                                      • TV presence
                                                                                                                                        • Figure 42: Dove, Gentler TV ad, 2012
                                                                                                                                      • Print and other
                                                                                                                                        • Figure 43: Dove bar soap print ad, 2013
                                                                                                                                        • Figure 44: Dove body wash print ad, 2013
                                                                                                                                        • Figure 45: Dove mobile campaign
                                                                                                                                      • Brand analysis: Nivea
                                                                                                                                        • Figure 46: Brand analysis Nivea, 2013
                                                                                                                                      • Online initiatives
                                                                                                                                        • Figure 47: Nivea website, 2013
                                                                                                                                      • Print and other
                                                                                                                                        • Figure 48: Nivea body wash ad, 2012
                                                                                                                                      • Brand analysis: Dial
                                                                                                                                        • Figure 49: Brand analysis of Dial, 2013
                                                                                                                                      • Online initiatives
                                                                                                                                        • Figure 50: Dial website, 2013
                                                                                                                                        • Figure 51: Dial website, 2013
                                                                                                                                    • Social Media

                                                                                                                                      • Key points
                                                                                                                                        • Social media metrics
                                                                                                                                          • Figure 52: Key performance indicators, February 2013
                                                                                                                                        • Market overview
                                                                                                                                          • Brand usage and awareness
                                                                                                                                            • Figure 53: Brand usage and awareness of soap, bath, and shower products, December 2012-January 2013
                                                                                                                                          • Interaction with soap, bath, and shower product brands
                                                                                                                                            • Figure 54: Interaction with soap, bath, and shower products, December 2012-January 2013
                                                                                                                                          • Online conversations
                                                                                                                                            • Figure 55: Select soap, bath, and shower product brands’ share of conversation, Jan.11-Feb. 10, 2013
                                                                                                                                            • Figure 56: Conversations by brand by day, Jan.11-Feb. 10, 2013
                                                                                                                                          • Where are people talking about soap, bath, and shower products?
                                                                                                                                            • Figure 57: Selected soap, bath, and shower product brands’ share of brand conversations, by page type, Jan.11-Feb. 10, 2013
                                                                                                                                          • What are people talking about?
                                                                                                                                            • Figure 58: Types of conversations concerning selected soap, bath, and shower product brands, Jan.11-Feb. 10, 2013
                                                                                                                                            • Figure 59: Types of conversations concerning selected soap, bath, and shower product brands, by day, Jan.11-Feb. 10, 2013
                                                                                                                                            • Figure 60: Types of conversations concerning selected soap, bath, and shower product brands, by type of website, Jan.11-Feb. 10, 2013
                                                                                                                                          • Analysis by brand
                                                                                                                                            • Dove
                                                                                                                                              • Figure 61: Dove—key social media indicators, Feb. 13, 2013
                                                                                                                                            • Key online campaigns
                                                                                                                                              • What we think
                                                                                                                                                • Dial
                                                                                                                                                  • Figure 62: Dial—key social media indicators, Feb. 13, 2013
                                                                                                                                                • Key online campaigns
                                                                                                                                                  • What we think
                                                                                                                                                    • Olay
                                                                                                                                                      • Figure 63: Olay—key social media indicators, Feb. 13, 2013
                                                                                                                                                    • Key online campaigns
                                                                                                                                                      • What we think
                                                                                                                                                        • Axe
                                                                                                                                                          • Figure 64: Axe—key social media indicators, Feb. 13, 2013
                                                                                                                                                        • Key online campaigns
                                                                                                                                                          • What we think
                                                                                                                                                            • Old Spice
                                                                                                                                                              • Figure 65: Old Spice—key social media indicators, Feb. 13, 2013
                                                                                                                                                            • Key online campaigns
                                                                                                                                                              • What we think
                                                                                                                                                                • Suave
                                                                                                                                                                  • Figure 66: Suave—key social media indicators, Feb. 13, 2013
                                                                                                                                                                • Key online campaigns
                                                                                                                                                                  • What we think
                                                                                                                                                                  • Usage of Soap, Bath, and Shower Products

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Soap, bath, and shower products enjoy high household penetration
                                                                                                                                                                        • Figure 67: Household use of soap, bath, and shower products, August 2011-August 2012
                                                                                                                                                                      • Bar soap usage higher among older segments; body wash more common among younger consumers
                                                                                                                                                                        • Figure 68: Household use of soap, bath, and shower products, by age, August 2011-August 2012
                                                                                                                                                                    • Products Purchased

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Bar soap top product consumers report purchasing in past year
                                                                                                                                                                          • Figure 69: Purchase of soap, bath, and shower products, December 2012-January 2013
                                                                                                                                                                        • Women more likely to purchase body wash; men display preference for bar soap
                                                                                                                                                                          • Figure 70: Purchase of soap, bath, and shower products, by gender, December 2012-January 2013
                                                                                                                                                                        • Younger consumers gravitate toward gender-specific body wash
                                                                                                                                                                          • Figure 71: Purchase of soap, bath, and shower products, by gender and age, December 2012-January 2013
                                                                                                                                                                      • Brand Usage

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Dove, Dial, and Irish Spring top bar soap brands
                                                                                                                                                                            • Figure 72: Brands of bar soap used in the household, August 2011-August 2012
                                                                                                                                                                          • Softsoap leading liquid hand soap brand
                                                                                                                                                                            • Figure 73: Brands of liquid hand soap used in the household, August 2011-August 2012
                                                                                                                                                                          • Dove, Bath & Body Works, and Suave resonate most strongly for body wash
                                                                                                                                                                            • Figure 74: Brands of body wash used in the household, by gender, August 2011-August 2012
                                                                                                                                                                          • Younger consumers most likely to use a range of brands
                                                                                                                                                                            • Figure 75: Brands of body wash used in the household, by age, August 2011-August 2012
                                                                                                                                                                        • Product Usage

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Consumers most likely to use multiple products when they bathe
                                                                                                                                                                              • Figure 76: Soap, bath, and shower product usage, December 2012-January 2013
                                                                                                                                                                            • Men most likely to use body wash or bar soap to wash face
                                                                                                                                                                              • Figure 77: Soap, bath, and shower product usage, by gender and age, December 2012-January 2013
                                                                                                                                                                            • Less affluent consumers report using soap products to wash face
                                                                                                                                                                              • Figure 78: Soap, bath, and shower product usage, by household income, December 2012-January 2013
                                                                                                                                                                          • Shopping Behaviors

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Scent testing and stocking up are key shopping behaviors
                                                                                                                                                                                • Figure 79: Shopping behaviors when purchasing soap, bath, and shower products, by gender and age, December 2012-January 2013
                                                                                                                                                                                • Figure 80: Shopping for gender-specific soap/body wash, by gender and age, December 2012-January 2013
                                                                                                                                                                              • Purchase factors influence how consumers shop
                                                                                                                                                                                • Figure 81: Shopping behaviors when purchasing soap, bath, and shower products, by purchase factors (price, brand, coupon, packaging, scent type) influencing purchase decision, December 2012-January 2013
                                                                                                                                                                                • Figure 82: Shopping behaviors when purchasing soap, bath, and shower products, by purchase factors (recommendations, reviews, easy to open packaging, multi-use, skin type) influencing purchase decision, December 2012-January 2013
                                                                                                                                                                            • Purchase Factors

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Consumers place most importance on price and scent type
                                                                                                                                                                                  • Figure 83: Purchase factors influencing purchase decision, December 2012-January 2013
                                                                                                                                                                                • Older women most driven by price
                                                                                                                                                                                  • Figure 84: Purchase factors influencing purchase decision, by gender and age, December 2012-January 2013
                                                                                                                                                                              • Body Wash—Product Attributes

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Moisturizing and deodorizing most sought attributes
                                                                                                                                                                                    • Figure 85: Current product attributes consumers look for in purchasing body wash, by gender and age, December 2012-January 2013
                                                                                                                                                                                  • Less affluent look for deodorizing properties
                                                                                                                                                                                    • Figure 86: Current product attributes consumers look for in purchasing body wash, by household income, December 2012-January 2013
                                                                                                                                                                                  • Anti-aging attributes see strong interest from consumers
                                                                                                                                                                                    • Figure 87: Interest in potential new attributes for body wash, by gender and age, December 2012-January 2013
                                                                                                                                                                                • Bar Soap—Product Attributes

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Consumers look for similar attributes in bar soap as they do in body wash
                                                                                                                                                                                      • Figure 88: Current product attributes consumers look for in purchasing bar soap, by gender and age, December 2012-January 2013
                                                                                                                                                                                    • Less affluent looking for more out of bar soap
                                                                                                                                                                                      • Figure 89: Current product attributes consumers look for in purchasing bar soap, by household income, December 2012-January 2013
                                                                                                                                                                                    • Anti-aging attributes in bar soap draw most consumer interest
                                                                                                                                                                                      • Figure 90: Interest in potential new attributes for bar soap, by gender and age, December 2012-January 2013
                                                                                                                                                                                  • Liquid Hand Soap—Product Attributes

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Functional attributes resonate most strongly
                                                                                                                                                                                        • Figure 91: Current product attributes consumers look for in purchasing liquid hand soap, by gender and age, December 2012-January 2013
                                                                                                                                                                                      • “For sensitive skin” appeals to less affluent
                                                                                                                                                                                        • Figure 92: Current product attributes consumers look for in purchasing liquid hand soap, by household income, December 2012-January 2013
                                                                                                                                                                                      • Anti-aging attributes claim most interest
                                                                                                                                                                                        • Figure 93: Interest in potential new attributes for liquid hand soap, by gender and age, December 2012-January 2013
                                                                                                                                                                                    • Bath Fragrance/Bubble Bath—Product Attributes

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Moisturizing and aromatherapy/essentials oils most desired
                                                                                                                                                                                          • Figure 94: Current product attributes consumers look for in purchasing bubble bath or bath oil, by gender, December 2012-January 2013
                                                                                                                                                                                        • Muscle relaxation claims the most consumer interest
                                                                                                                                                                                          • Figure 95: Interest in potential new attributes for bubble bath or bath oil, by gender, December 2012-January 2013
                                                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Product usage varies by race/ethnic origin
                                                                                                                                                                                            • Figure 96: Household use of soap, bath, and shower products, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                          • Black consumers most likely to purchase a number of soap products
                                                                                                                                                                                            • Figure 97: Purchase of soap, bath, and shower products, by race/Hispanic origin, December 2012-January 2013
                                                                                                                                                                                          • Hispanics relying on soap products to moisturize and for shaving
                                                                                                                                                                                            • Figure 98: Soap, bath, and shower product usage, by race/Hispanic origin, December 2012-January 2013
                                                                                                                                                                                          • Hispanics and black consumers like to try different scents
                                                                                                                                                                                            • Figure 99: Shopping behaviors when purchasing soap, bath, and shower products, by race/Hispanic origin, December 2012-January 2013
                                                                                                                                                                                            • Figure 100: Shopping for gender-specific soap/body wash, by race/Hispanic origin, December 2012-January 2013
                                                                                                                                                                                          • Scent and brands are important to racial/ethnic groups
                                                                                                                                                                                            • Figure 101: Purchase factors influencing purchase decision, by race/Hispanic origin, December 2012-January 2013
                                                                                                                                                                                          • Blacks most likely to look for moisture in body wash; Hispanics most likely to look for deodorizing attributes
                                                                                                                                                                                            • Figure 102: Current product attributes consumers look for when purchasing body wash, by race/Hispanic origin, December 2012-January 2013
                                                                                                                                                                                            • Figure 103: Interest in potential new attributes for body wash, by race/Hispanic origin, December 2012-January 2013
                                                                                                                                                                                          • Black consumers look for a number of attributes in their bar soap
                                                                                                                                                                                            • Figure 104: Current product attributes consumers look for in purchasing bar soap, by race/Hispanic origin, December 2012-January 2013
                                                                                                                                                                                            • Figure 105: Interest in potential new attributes for bar soap, by race/Hispanic origin, December 2012-January 2013
                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                            • Figure 106: Target clusters, December 2012-January 2013
                                                                                                                                                                                          • Cluster 1: Practical
                                                                                                                                                                                            • Opportunities
                                                                                                                                                                                              • Cluster 2: Basic
                                                                                                                                                                                                • Opportunities
                                                                                                                                                                                                  • Cluster 3: Involved
                                                                                                                                                                                                    • Opportunities
                                                                                                                                                                                                      • Cluster 4: Confident
                                                                                                                                                                                                        • Opportunities
                                                                                                                                                                                                          • Cluster characteristic tables
                                                                                                                                                                                                            • Figure 107: Purchase of soap, bath, and shower products, by target clusters, December 2012-January 2013
                                                                                                                                                                                                            • Figure 108: Soap, bath, and shower product usage, by target clusters, December 2012-January 2013
                                                                                                                                                                                                            • Figure 109: Current product attributes consumers look for in purchasing body wash, by target clusters, December 2012-January 2013
                                                                                                                                                                                                            • Figure 110: Current product attributes consumers look for in purchasing bar soap, by target clusters, December 2012-January 2013
                                                                                                                                                                                                            • Figure 111: Current product attributes consumers look for in purchasing liquid hand soap, by target clusters, December 2012-January 2013
                                                                                                                                                                                                            • Figure 112: Interest in potential new attributes for body wash, by target clusters, December 2012-January 2013
                                                                                                                                                                                                            • Figure 113: Interest in potential new attributes for bar soap, by target clusters, December 2012-January 2013
                                                                                                                                                                                                            • Figure 114: Interest in potential new attributes for liquid hand soap, by target clusters, December 2012-January 2013
                                                                                                                                                                                                            • Figure 115: Shopping behaviors when purchasing soap, bath, and shower products, by target clusters, December 2012-January 2013
                                                                                                                                                                                                            • Figure 116: Shopping for gender-specific soap/body wash, by target clusters, December 2012-January 2013
                                                                                                                                                                                                            • Figure 117: Purchase factors influencing purchase decision, by target clusters, December 2012-January 2013
                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                            • Figure 118: Target clusters, by demographic, December 2012-January 2013
                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                          • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                              • Overview of soap, bath, and shower category
                                                                                                                                                                                                                • Liquid body wash
                                                                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                      • Figure 119: Brand map, selected brands of liquid body wash buying rate, by household penetration, 52-weeks ending June 24, 2012
                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                        • Figure 120: Key purchase measures for the top brands of liquid body wash, by household penetration, 52- weeks ending June 24, 2012
                                                                                                                                                                                                                      • Non-deodorant bar soap
                                                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                            • Figure 121: Brand map, selected brands of non-deodorant bar soap buying rate, by household penetration, 52- weeks ending June 24, 2012
                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                              • Figure 122: Key purchase measures for the top brands of non-deodorant bar soap, by household penetration, 52-weeks ending June 24, 2012
                                                                                                                                                                                                                            • Deodorant bar soap
                                                                                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                  • Figure 123: Brand map, selected brands of deodorant bar soap buying rate, by household penetration, 52- weeks ending June 24, 2012
                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                    • Figure 124: Key purchase measures for the top brands of deodorant bar soap, by household penetration, 52- weeks ending June 24, 2012
                                                                                                                                                                                                                                  • Liquid hand soap
                                                                                                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                        • Figure 125: Brand map, selected brands of liquid hand soap buying rate, by household penetration, 52-weeks ending June 24, 2012
                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                          • Figure 126: Key purchase measures for the top brands of liquid hand soap, by household penetration, 52- weeks ending June 24, 2012
                                                                                                                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                        • Household usage
                                                                                                                                                                                                                                          • Figure 127: Household use of soap, bath, and shower products, by household income, August 2011-August 2012
                                                                                                                                                                                                                                        • Products purchased
                                                                                                                                                                                                                                          • Figure 128: Purchase of soap, bath, and shower products, by household income, December 2012-January 2013
                                                                                                                                                                                                                                        • Product usage
                                                                                                                                                                                                                                          • Figure 129: Soap, bath and shower product usage, by gender, December 2012-January 2013
                                                                                                                                                                                                                                        • Shopping behaviors
                                                                                                                                                                                                                                          • Figure 130: Shopping behaviors when purchasing soap, bath, and shower products, by household income, December 2012-January 2013
                                                                                                                                                                                                                                        • Purchase factors
                                                                                                                                                                                                                                          • Figure 131: Purchase factors influencing purchase decision, by purchase factors influencing purchase decision, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 132: Purchase factors influencing purchase decision, by purchase factors influencing purchase decision, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 133: Purchase factors influencing purchase decision, by household income, December 2012-January 2013
                                                                                                                                                                                                                                        • Current product attributes
                                                                                                                                                                                                                                          • Figure 134: Current product attributes consumers look for in soap, bath, and shower products, December 2012-January 2013
                                                                                                                                                                                                                                        • Interest in potential product attributes
                                                                                                                                                                                                                                          • Figure 135: Interest in potential new attributes for soap, bath, and shower products, December 2012-January 2013
                                                                                                                                                                                                                                        • Body wash—product attributes
                                                                                                                                                                                                                                          • Figure 136: Current product attributes consumers look for in purchasing body wash, by gender, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 137: Current product attributes consumers look for in purchasing body wash, by age, December 2012-January 2013
                                                                                                                                                                                                                                        • Liquid hand soap—product attributes
                                                                                                                                                                                                                                          • Figure 138: Interest in potential new attributes for liquid hand soap, by household income, December 2012-January 2013
                                                                                                                                                                                                                                        • Bath fragrance/bubble bath—product attributes
                                                                                                                                                                                                                                          • Figure 139: Current product attributes consumers look for in purchasing bubble bath or bath oil, by age, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 140: Interest in potential new attributes for bubble bath or bath oil, by age, December 2012-January 2013
                                                                                                                                                                                                                                        • Interest in potential product attributes
                                                                                                                                                                                                                                          • Figure 141: Interest in potential new attributes for soap, bath, and shower products, December-January, 2013
                                                                                                                                                                                                                                        • Race and Hispanic origin
                                                                                                                                                                                                                                          • Figure 142: Brands of body wash used in the household, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                                                                          • Figure 143: Current product attributes consumers look for in purchasing liquid hand soap, by race/Hispanic origin, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 144: Interest in potential new attributes for liquid hand soap, by race/Hispanic origin, December 2012-January 2013
                                                                                                                                                                                                                                      • Appendix – Social Media

                                                                                                                                                                                                                                        • Online conversations
                                                                                                                                                                                                                                          • Figure 145: Select soap, bath, and shower product brands’ share of conversation, Jan.11-Feb. 10, 2013
                                                                                                                                                                                                                                          • Figure 146: Conversations by brand by day, Jan.11-Feb. 10, 2013
                                                                                                                                                                                                                                        • Where are people talking about soap, bath, and shower products?
                                                                                                                                                                                                                                          • Figure 147: Selected soap, bath, and shower product brands’ share of brand conversations, by page type, Jan.11-Feb. 10, 2013
                                                                                                                                                                                                                                        • What are people talking about?
                                                                                                                                                                                                                                          • Figure 148: Types of conversations concerning selected soap, bath, and shower product brands, Jan.11-Feb. 10, 2013
                                                                                                                                                                                                                                          • Figure 149: Types of conversations concerning selected soap, bath, and shower product brands, by day, Jan.11-Feb. 10, 2013
                                                                                                                                                                                                                                          • Figure 150: Types of conversations concerning selected soap, bath, and shower product brands, by type of website, Jan.11-Feb. 10, 2013
                                                                                                                                                                                                                                        • Brand usage and awareness
                                                                                                                                                                                                                                          • Figure 151: Brand usage or awareness, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 152: Axe usage or awareness, by demographics, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 153: Dove usage or awareness, by demographics, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 154: Old spice usage or awareness, by demographics, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 155: Dial usage or awareness, by demographics, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 156: Olay usage or awareness, by demographics, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 157: Suave usage or awareness, by demographics, December 2012-January 2013
                                                                                                                                                                                                                                        • Interaction with soap, bath, and shower product brands
                                                                                                                                                                                                                                          • Figure 158: Interaction with soap, bath, and shower product brands, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 159: Axe—activities done, by demographics, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 160: Dove—activities done, by demographics, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 161: Old Spice—activities done, by demographics, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 162: Dial—activities done, by demographics, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 163: Olay—activities done, by demographics, December 2012-January 2013
                                                                                                                                                                                                                                          • Figure 164: Suave—activities done, by demographics, December 2012-January 2013
                                                                                                                                                                                                                                      • Appendix – Trade Associations

                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                        • Colgate-Palmolive Company
                                                                                                                                                                                                                                        • Dial Corporation, The
                                                                                                                                                                                                                                        • Henkel Corporation
                                                                                                                                                                                                                                        • Neutrogena Corporation
                                                                                                                                                                                                                                        • Procter & Gamble Company (The)
                                                                                                                                                                                                                                        • Procter & Gamble USA
                                                                                                                                                                                                                                        • Unilever USA
                                                                                                                                                                                                                                        • Walmart Stores (USA)

                                                                                                                                                                                                                                        Soap, Bath and Shower Products - US - March 2013

                                                                                                                                                                                                                                        £3,277.28 (Excl.Tax)