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Soap, Bath and Shower Products - US - March 2014

“The soap, bath and shower category has experienced steady gains, despite being a functional and mature market. However, brands should be prepared to address the changing regulatory environment and an aging population in order to stay on a positive growth path.”

– Shannon Romanowski, Senior Beauty and Personal Care Analyst

Some questions answered in this report include:

  • How can brands bring added value to a price-driven category?
  • What opportunities are there to better engage an aging population?
  • How will potential changes in antibacterial regulations impact the category?
The liquid body wash is the largest and one of the strongest-performing segments, thanks to scent variety, skincare benefits, male-specific varieties, and ease of use.
 
Elevated concerns surrounding the prevention of germs and illness, driven by recent flu epidemics, have also helped fuel sales of liquid hand soap and hand sanitizer. While category shoppers are value-conscious, they are also willing to spend for performance and convenience.
 
Brands that can deliver on improved functionality and ease of use have an opportunity to generate incremental sales, helping to keep the category on a positive growth trajectory.
 
For the purposes of this report, Mintel defines the soap, bath and shower category as follows:
 
  • Liquid body wash and/or shower gel 
  • Bar soap 
  • Liquid hand soap 
  • Hand sanitizer 
  • Bath products including Epsom salts, bubble bath, and bath soaks.

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Table of contents

  1. Scope and Themes

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

                  • Overview
                    • The market
                      • Figure 1: Total US sales and fan chart forecast of soap, bath and shower products, at current prices, 2008-18
                    • Market factors
                      • Households with children drive use, but are on the decline
                        • Figure 2: Product use, by presence of children in household, January 2014
                      • Changing regulatory environment could impact category
                        • Segment performance
                          • Figure 3: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2011 and 2013
                        • The consumer
                          • Bar soap, liquid hand soap, and body wash are used by majority of consumers
                            • Figure 4: Use of soap, bath and shower products, January 2014
                          • Scent and moisturizing benefits are important to category users
                            • Figure 5: Top 10 benefits sought, by product type, January 2014
                          • Interest in claims is high, though shoppers more willing to spend for skincare benefits
                            • Figure 6: Interest in and willingness to pay more for top five claims, January 2014
                          • Promotional incentives are popular with category shoppers
                            • Figure 7: Interest in top five formats, by product type, January 2014
                          • What we think
                          • Issues and Insights

                              • How can brands bring added value to a price-driven category?
                                • The issues
                                  • The implications: Reinforce skincare benefits, leverage consumer’s interest in convenience
                                    • What opportunities are there to better engage an aging population?
                                      • The issues
                                        • The implications: Introduce benefits that align with older shoppers, focus on natural formulas
                                          • How will potential changes in antibacterial regulations impact the category?
                                            • The issues
                                              • The implications: Focus on skincare benefits, packaging, and natural ingredients
                                              • Trend Application

                                                  • Trend: Many Mes
                                                    • Trend: Prove It
                                                      • Mintel futures: Brand Intervention
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Category growth remains solid
                                                            • Steady gains expected to continue
                                                              • Sales and forecast of soap, bath and shower products
                                                                • Figure 8: Total US sales and forecast of soap, bath and shower products, at current prices, 2008-18
                                                                • Figure 9: Total US sales and forecast of soap, bath and shower products, at inflation-adjusted prices, 2008-18
                                                              • Fan chart forecast
                                                                  • Figure 10: Total US sales and fan chart forecast of soap, bath and shower products, at current prices, 2008-18
                                                              • Market Drivers

                                                                • Key points
                                                                  • Declines in households with children could impact future growth
                                                                    • Figure 11: Product use, by presence of children in household, January 2014
                                                                  • Earlier onset of puberty could have implications for the category
                                                                    • Future of antibacterial claims is uncertain
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Soap, bath and shower category is experiencing growth across all segments
                                                                          • Hand cleansing products are strongest performers
                                                                            • Sales of soap, bath and shower products, by segment
                                                                              • Figure 12: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2011 and 2013
                                                                          • Segment Performance – Liquid Body Wash

                                                                            • Key points
                                                                              • Liquid body wash continues to drive category growth
                                                                                • Sales and forecast of liquid body wash
                                                                                  • Figure 13: Total US retail sales and forecast of liquid body wash, at current prices, 2008-18
                                                                              • Segment Performance – Bar Soap

                                                                                • Key points
                                                                                  • Bar soap sales are sluggish
                                                                                    • Figure 14: MULO sales of select natural and organic bar soap brands, rolling 52-weeks 2012 and 2013
                                                                                  • Sales and forecast of bar soap
                                                                                    • Figure 15: Total US sales and forecast of bar soap, at current prices, 2008-18
                                                                                • Segment Performance – Liquid Hand Soap

                                                                                  • Key points
                                                                                    • Liquid hand soap posts solid gains
                                                                                      • Sales and forecast of liquid hand soap
                                                                                        • Figure 16: Total US sales and forecast of liquid hand soap, at current prices, 2008-18
                                                                                    • Segment Performance – Hand Sanitizer

                                                                                      • Key points
                                                                                        • Hand sanitizer sales are volatile
                                                                                          • Sales and forecast of hand sanitizer
                                                                                            • Figure 17: Total US sales and forecast of hand sanitizer, at current prices, 2008-18
                                                                                        • Segment Performance – Bath Products

                                                                                          • Key points
                                                                                            • Minimal growth in small bath products segment
                                                                                              • Sales and forecast of bath products
                                                                                                • Figure 18: Total US sales and forecast of bath products, at current prices, 2008-18
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • “Other” retail channels dominate soap, bath, and shower sales
                                                                                                  • Highlight budget-friendly items, promotions, and sales
                                                                                                    • Sales of soap, bath and shower products, by channel
                                                                                                      • Figure 19: Sales of soap, bath and shower products, by channel, 2011 and 2013
                                                                                                      • Figure 20: Total US retail sales of soap, bath, and shower products, by channel, at current prices, 2008-13
                                                                                                  • Leading Companies

                                                                                                    • Key points
                                                                                                      • Unilever leads soap, bath and shower category
                                                                                                        • P&G outperforming Henkel, Colgate-Palmolive
                                                                                                          • Manufacturer sales of soap, bath and shower products
                                                                                                            • Figure 21: MULO sales of soap, bath and shower products, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                        • Brand Share – Liquid Body Wash

                                                                                                          • Key points
                                                                                                            • Unilever leads segment, Dove driving sales
                                                                                                              • J&J, Henkel struggle to improve sales
                                                                                                                • Manufacturer sales of liquid body wash
                                                                                                                  • Figure 22: MULO sales of liquid body wash, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                                  • Figure 23: Key purchase measures for the top brands of liquid body wash, by household penetration, 52-weeks ending Dec. 29, 2013
                                                                                                              • Brand Share – Bar Soap

                                                                                                                • Key points
                                                                                                                  • Unilever leads bar soap segment
                                                                                                                    • Bar soap segment struggles to grow
                                                                                                                      • Manufacturer sales of bar soap
                                                                                                                        • Figure 24: MULO sales of bar soap, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                                        • Figure 25: Key purchase measures for the top brands of deodorant bar soap, by household penetration, 52-weeks ending Dec. 29, 2013
                                                                                                                    • Brand Share – Liquid Hand Soap

                                                                                                                      • Key points
                                                                                                                        • Colgate-Palmolive leads segment, though struggling to grow
                                                                                                                          • Henkel and Method drive segment growth
                                                                                                                            • Private label losing share to branded products
                                                                                                                              • Manufacturer sales of liquid hand soap
                                                                                                                                • Figure 26: MULO sales of liquid hand soap, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                                                • Figure 27: Key purchase measures for the top brands of liquid hand soap, by household penetration, 52-weeks ending Dec. 29, 2013
                                                                                                                            • Brand Share – Hand Sanitizer

                                                                                                                              • Key points
                                                                                                                                • Purell, private label gain ground
                                                                                                                                  • Manufacturer sales of hand sanitizers
                                                                                                                                    • Figure 28: MULO sales of hand sanitizers, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                                                    • Figure 29: Key purchase measures for the top brands of hand sanitizer, by household penetration, 52-weeks ending Dec. 29, 2013
                                                                                                                                • Brand Share – Bath Products

                                                                                                                                  • Key points
                                                                                                                                    • Mixed results from bath product brands
                                                                                                                                      • Private label on the decline
                                                                                                                                        • Manufacturer sales of bath products
                                                                                                                                          • Figure 30: MULO sales of bath products, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                                                          • Figure 31: Key purchase measures for the top brands of bath products, by household penetration, 52-weeks ending Dec. 29, 2013
                                                                                                                                      • Innovations and Innovators

                                                                                                                                        • New product launch trends
                                                                                                                                          • Figure 32: Share of soap, bath and shower product launches, by subcategory, 2008-13
                                                                                                                                          • Figure 33: Top 10 soap, bath and shower product claims, by share, 2008-13
                                                                                                                                        • Product innovations
                                                                                                                                          • Elevating bar soap
                                                                                                                                            • Engaging the senses
                                                                                                                                              • Limited edition/seasonal
                                                                                                                                                • Natural and organic hand soaps
                                                                                                                                                  • Radiant skin
                                                                                                                                                    • Unique formats
                                                                                                                                                    • Marketing Strategies

                                                                                                                                                      • Overview of the brand landscape
                                                                                                                                                        • Marketing to men
                                                                                                                                                          • Figure 34: Old Spice television ad, 2013
                                                                                                                                                          • Figure 35: Axe Apollo and Deep Space body washes, print ad, 2013
                                                                                                                                                        • Promoting skincare benefits
                                                                                                                                                          • Figure 36: Dove bar soap, television ad, 2013
                                                                                                                                                          • Figure 37: Olay body wash, television ad, 2013
                                                                                                                                                        • Freshness
                                                                                                                                                          • Figure 38: Dial body wash, television ad, 2014
                                                                                                                                                          • Figure 39: Dove body wash, print ad, 2013
                                                                                                                                                        • Reinforcing germ protection through humor
                                                                                                                                                          • Figure 40: Method hand soap, television ad, 2013
                                                                                                                                                      • Social Media

                                                                                                                                                        • Key points
                                                                                                                                                          • Key social media metrics
                                                                                                                                                            • Figure 41: Key social media metrics, February 2014
                                                                                                                                                          • Market overview
                                                                                                                                                            • Brand use and awareness
                                                                                                                                                              • Figure 42: Brand use and awareness for select bath, soap, and shower product brands, January 2014
                                                                                                                                                            • Interactions with soap, bath, and shower product brands
                                                                                                                                                              • Figure 43: Interactions with select soap, bath, and shower product brands, January 2014
                                                                                                                                                            • Online conversations
                                                                                                                                                                • Figure 44: Online mentions around selected soap, bath, and shower product brands, by month, Feb. 1, 2013-Jan. 31, 2014
                                                                                                                                                              • Where are people talking about soap, bath, and shower product brands?
                                                                                                                                                                • Figure 45: Online mentions around selected soap, bath, and shower product brands, by page type, Feb. 1, 2013-Jan. 31, 2014
                                                                                                                                                              • What are people talking about?
                                                                                                                                                                • Figure 46: Online conversations around selected topics for soap, bath, and shower product brands, Feb. 1, 2013-Jan. 31, 2014
                                                                                                                                                              • Analysis by brand
                                                                                                                                                                • Dove
                                                                                                                                                                  • Figure 47: Social media metrics – Dove, February 2014
                                                                                                                                                                • Key online campaigns
                                                                                                                                                                  • What we think
                                                                                                                                                                    • Dial
                                                                                                                                                                      • Figure 48: Social media metrics – Dial, February 2014
                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                      • What we think
                                                                                                                                                                        • Softsoap
                                                                                                                                                                          • Figure 49: Social media metrics – Softsoap, February 2014
                                                                                                                                                                        • Key online campaigns
                                                                                                                                                                          • What we think
                                                                                                                                                                            • Seventh Generation
                                                                                                                                                                              • Figure 50: Social media metrics – Seventh Generation, February 2014
                                                                                                                                                                            • Key online campaigns
                                                                                                                                                                              • What we think
                                                                                                                                                                                • St. Ives
                                                                                                                                                                                  • Figure 51: Social media metrics – St. Ives, February 2014
                                                                                                                                                                                • Key online campaigns
                                                                                                                                                                                  • What we think
                                                                                                                                                                                    • Method
                                                                                                                                                                                      • Figure 52: Social media metrics – Method, February 2014
                                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                                      • What we think
                                                                                                                                                                                      • Shopping for Body Wash and Bath Products

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Liquid body wash purchased by the majority of consumers
                                                                                                                                                                                            • Women, younger consumers more likely to buy body wash and bath products
                                                                                                                                                                                              • Figure 53: Purchasing of liquid body wash and bath products, by gender, January 2014
                                                                                                                                                                                              • Figure 54: Purchasing of liquid body wash and bath products, by gender and age, January 2014
                                                                                                                                                                                            • Dove is most used body wash brand
                                                                                                                                                                                              • Figure 55: Household use of body wash brands, July 2007-September 2013
                                                                                                                                                                                            • Shoppers seeking scent, moisturizing benefits
                                                                                                                                                                                              • Figure 56: Benefits sought among liquid body wash/bath product users, by gender, January 2014
                                                                                                                                                                                              • Figure 57: Benefits sought among liquid body wash/bath product users, by gender and age, January 2014
                                                                                                                                                                                            • Brand use reveals differences in benefits sought
                                                                                                                                                                                              • Figure 58: Benefits sought among liquid body wash/bath product users, by purchasing or awareness of soap, bath and shower brands, January 2014
                                                                                                                                                                                          • Shopping for Bar Soap

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Majority of households purchase bar soap
                                                                                                                                                                                                • Consumers buy a variety of body cleansing products
                                                                                                                                                                                                  • Figure 59: Purchasing of bar soap, by gender and age, January 2014
                                                                                                                                                                                                • Dove sees uptick in usage, while most bar soap brands remain stagnant
                                                                                                                                                                                                  • Figure 60: household use of bar soap brands, July 2007-September 2013
                                                                                                                                                                                                • Scent is important to bar soap users, but so is function
                                                                                                                                                                                                  • Figure 61: Benefits sought among bar soap users, by gender and age, January 2014
                                                                                                                                                                                                • Shoppers seek different benefits depending on brand use
                                                                                                                                                                                                  • Figure 62: Benefits sought among bar soap users, by purchasing or awareness of soap, bath and shower brands, January 2014
                                                                                                                                                                                              • Shopping for Liquid Hand Soap and Hand Sanitizer

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Women drive use of hand cleansing products
                                                                                                                                                                                                    • Figure 63: Purchasing of hand soap and hand sanitizer, by gender and age, January 2014
                                                                                                                                                                                                    • Figure 64: Responsibility for grocery shopping, by gender, November 2013
                                                                                                                                                                                                  • Households with children are primary users of hand sanitizer
                                                                                                                                                                                                    • Figure 65: Purchasing of hand soap and hand sanitizer, by presence of children in household, January 2014
                                                                                                                                                                                                  • Softsoap is most used hand soap brand, though niche and store brands gaining
                                                                                                                                                                                                    • Figure 66: Household use of liquid hand soap brands, July 2007-September 2013
                                                                                                                                                                                                  • Users of hand cleansing products seek antibacterial benefits
                                                                                                                                                                                                    • Figure 67: Benefits sought among hand soap and hand sanitizer users, by gender and age, January 2014
                                                                                                                                                                                                  • Brand use shows differences in what benefits shoppers are looking for
                                                                                                                                                                                                    • Figure 68: Benefits sought among hand soap and hand sanitizer users, by purchasing or awareness of soap, bath and shower brands, January 2014
                                                                                                                                                                                                • Interest in Soap, Bath and Shower Product Claims

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Shoppers willing to spend for added skincare benefits
                                                                                                                                                                                                      • Figure 69: Interest in and willingness to pay for claims in soap, bath, and shower products, January 2014
                                                                                                                                                                                                    • Interest in claims is high, though women and young shoppers more willing to spend
                                                                                                                                                                                                      • Figure 70: Any interest in claims, by gender, January 2014
                                                                                                                                                                                                      • Figure 71: Any interest in claims, by age, January 2014
                                                                                                                                                                                                      • Figure 72: Interested in and willing to pay for claims, by gender, January 2014
                                                                                                                                                                                                      • Figure 73: Interested in and willing to pay for claims, by age, January 2014
                                                                                                                                                                                                  • Interest in Soap, Bath and Shower Product Forms

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Promotional incentives are popular with category shoppers
                                                                                                                                                                                                        • Figure 74: Interest in formats, January 2014
                                                                                                                                                                                                      • Older body wash shoppers want value, while younger shoppers seek customization
                                                                                                                                                                                                        • Figure 75: Interest in forms among liquid body wash/bath product users, by gender and age, January 2014
                                                                                                                                                                                                      • Eco-friendly packaging could engage younger bar soap users
                                                                                                                                                                                                        • Figure 76: Interest in forms among bar soap users, by gender and age, January 2014
                                                                                                                                                                                                      • Price, convenience motivate users of hand cleansing products
                                                                                                                                                                                                        • Figure 77: Interest in forms among hand soap and hand sanitizer users, by gender and age, January 2014
                                                                                                                                                                                                    • Attitudes Toward Soap, Bath and Shower Products

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Men use body cleansing products for multiple purposes
                                                                                                                                                                                                          • Women are customizing their bathing routine
                                                                                                                                                                                                            • Figure 78: Attitudes toward soap, bath and shower products, by gender, January 2014
                                                                                                                                                                                                          • Scent is important to young men
                                                                                                                                                                                                            • Figure 79: Attitudes toward soap, bath and shower products, by gender and age, January 2014
                                                                                                                                                                                                        • Attitudes Toward Hand Soap and Hand Sanitizer

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Shoppers seek value, low price when buying hand cleansing products
                                                                                                                                                                                                              • Women motivated by packaging, scent variety
                                                                                                                                                                                                                • Figure 80: Attitudes toward hand soap and hand sanitizer, by gender, January 2014
                                                                                                                                                                                                              • Consumers express some concern regarding the safety of hand cleansing products
                                                                                                                                                                                                                • Figure 81: Attitudes toward hand soap and hand sanitizer, by gender and age, January 2014
                                                                                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Black and Asian respondents are highly engaged in the category
                                                                                                                                                                                                                  • Figure 82: Product use, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                • Black shoppers interested in scent and skincare, Asian shoppers motivated by natural claims
                                                                                                                                                                                                                  • Figure 83: Benefits sought among body wash/bath product users, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                  • Figure 84: Benefits sought among bar soap users, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                  • Figure 85: Benefits sought among hand soap and hand sanitizer users, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                • Multicultural consumers report high levels of interest in new claims
                                                                                                                                                                                                                  • Figure 86: Any interest in claims, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                  • Figure 87: Interested in and would be willing to pay more for claims, by race/Hispanic origin, January 2014
                                                                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                • Household use of soap, bath and shower products
                                                                                                                                                                                                                  • Figure 88: Household use of body wash, July 2007-September 2013
                                                                                                                                                                                                                  • Figure 89: Use of bar soap, July 2007-September 2013
                                                                                                                                                                                                                  • Figure 90: Use of liquid hand soap, July 2007-September 2013
                                                                                                                                                                                                                • Shopping for soap, bath and shower products
                                                                                                                                                                                                                  • Figure 91: Product use, by gender, January 2014
                                                                                                                                                                                                                  • Figure 92: Product use, by age, January 2014
                                                                                                                                                                                                                  • Figure 93: Product use, by household income, January 2014
                                                                                                                                                                                                                  • Figure 94: Benefits sought, by product type, January 2014
                                                                                                                                                                                                                • Interest in soap, bath and shower claims based on price
                                                                                                                                                                                                                  • Figure 95: Any interest in claims, by gender, January 2014
                                                                                                                                                                                                                  • Figure 96: Interested in and willing to pay more for claims, by gender, January 2014
                                                                                                                                                                                                                • Interest in soap, bath and shower products – forms
                                                                                                                                                                                                                  • Figure 97: Interest in forms among body wash/bath product users, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                  • Figure 98: Interest in forms among bar soap users, by race, January 2014
                                                                                                                                                                                                                  • Figure 99: Interest in forms among hand soap/hand sanitizer users, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                • Attitudes toward soap, bath and shower products
                                                                                                                                                                                                                  • Figure 100: Attitudes toward soap, bath and shower products, by household income, January 2014
                                                                                                                                                                                                                  • Figure 101: Attitudes toward soap, bath and shower products, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                • Attitudes toward hand soap and hand sanitizer
                                                                                                                                                                                                                  • Figure 102: Attitudes toward hand soap and hand sanitizer, by household income, January 2014
                                                                                                                                                                                                                  • Figure 103: Attitudes toward hand soap and hand sanitizer, by presence of children in household, January 2014
                                                                                                                                                                                                                  • Figure 104: Attitudes toward hand soap and hand sanitizer, by race/Hispanic origin, January 2014
                                                                                                                                                                                                              • Appendix – Social Media

                                                                                                                                                                                                                • Brand usage or awareness
                                                                                                                                                                                                                  • Figure 105: Brand usage or awareness, January 2014
                                                                                                                                                                                                                  • Figure 106: Brand usage or awareness, by frequency, January 2014
                                                                                                                                                                                                                  • Figure 107: Softsoap usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                  • Figure 108: Dove usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                  • Figure 109: Dial usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                  • Figure 110: St. Ives usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                  • Figure 111: Seventh generation usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                • Activities done
                                                                                                                                                                                                                  • Figure 112: Social media interaction with soap, bath and shower brands, January 2014
                                                                                                                                                                                                                  • Figure 113: Method – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
                                                                                                                                                                                                                  • Figure 114: Method – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
                                                                                                                                                                                                                  • Figure 115: Method – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
                                                                                                                                                                                                                  • Figure 116: Method – Activities done – I have researched the brand on social media to…., by demographics, January 2014
                                                                                                                                                                                                                  • Figure 117: Softsoap – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
                                                                                                                                                                                                                  • Figure 118: Softsoap – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
                                                                                                                                                                                                                  • Figure 119: Softsoap – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
                                                                                                                                                                                                                  • Figure 120: Softsoap – Activities done – I have researched the brand on social media to…., by demographics, January 2014
                                                                                                                                                                                                                  • Figure 121: Dove – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
                                                                                                                                                                                                                  • Figure 122: Dove – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
                                                                                                                                                                                                                  • Figure 123: Dove – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
                                                                                                                                                                                                                  • Figure 124: Dove – Activities done – I have researched the brand on social media to…., by demographics, January 2014
                                                                                                                                                                                                                  • Figure 125: Dial – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
                                                                                                                                                                                                                  • Figure 126: Dial – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
                                                                                                                                                                                                                  • Figure 127: Dial – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
                                                                                                                                                                                                                  • Figure 128: Dial – Activities done – I have researched the brand on social media to…., by demographics, January 2014
                                                                                                                                                                                                                  • Figure 129: St. Ives – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
                                                                                                                                                                                                                  • Figure 130: St. Ives – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
                                                                                                                                                                                                                  • Figure 131: St. Ives – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
                                                                                                                                                                                                                  • Figure 132: St. Ives – Activities done – I have researched the brand on social media to…., by demographics, January 2014
                                                                                                                                                                                                                  • Figure 133: Seventh Generation – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
                                                                                                                                                                                                                  • Figure 134: Seventh Generation – Activities done – I have researched the brand on social media to…., by demographics, January 2014
                                                                                                                                                                                                                • Online conversations
                                                                                                                                                                                                                  • Figure 135: Online mentions for selected soap, bath, and shower product brands, by month, Feb. 1, 2013-Jan. 31, 2014
                                                                                                                                                                                                                  • Figure 136: Online mentions for selected soap, bath, and shower product brands, by page type, Feb. 1, 2013- Jan. 31, 2014
                                                                                                                                                                                                                  • Figure 137: Online conversations for selected topics for soap, bath, and shower product brands, Feb. 1, 2013-Jan. 31, 2014
                                                                                                                                                                                                              • Appendix – Market Drivers

                                                                                                                                                                                                                • Consumer confidence
                                                                                                                                                                                                                  • Figure 138: University of Michigan’s index of consumer sentiment (ICS), 2007-14
                                                                                                                                                                                                                • Unemployment
                                                                                                                                                                                                                  • Figure 139: US unemployment and underemployment rates, 2007-14
                                                                                                                                                                                                                • Racial, ethnic population growth
                                                                                                                                                                                                                  • Figure 140: US population by race and Hispanic origin, 2009, 2014, and 2019
                                                                                                                                                                                                                  • Figure 141: Households with children, by race and Hispanic origin of householder, 2013
                                                                                                                                                                                                                • Shifting US demographics
                                                                                                                                                                                                                  • Figure 142: US population, by age, 2009, 2014, and 2019
                                                                                                                                                                                                                  • Figure 143: US households, by presence of own children, 2003-13
                                                                                                                                                                                                              • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                                                  • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                    • Walmart Stores (USA)

                                                                                                                                                                                                                    Soap, Bath and Shower Products - US - March 2014

                                                                                                                                                                                                                    £3,199.84 (Excl.Tax)