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Soap, Bath and Shower Products - US - October 2009

While the Soap, Bath and Shower segment was not as negatively affected as other segments in the personal care aisle, this market still posted lackluster growth in 2008 and 2009, in part due to a lack of innovation that would entice consumers to purchase new and different products rather than the usual staples.

This report examines the following market topics:

  • The potential bold new idea that P&G is contemplating in order to boost sales

  • How one product by Beiersdorf has changed the landscape of the body wash segment

  • How consumer research has highlighted the differences among ethnic groups and where they choose to shop

  • In what way the poor economy is emboldening manufacturers and how they deal with advertising and marketing agencies

  • The manner in which what is now considered a classic bar soap burst onto the scene

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Table of contents

  1. Scope and Themes

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

                      • Market at a glance
                        • Liquid body wash leads the way as the top segment in sales
                          • Category sales concentrated among five main players
                            • Supermarkets outpace other retail channels
                              • Fear of H1N1 virus driving sales of certain products
                                • Unilever still leads liquid body wash
                                  • Usage, attitudes and motivations
                                  • Insights and Opportunities

                                    • Enable value-conscious consumers
                                      • Using whatever means possible to reach customers
                                        • Take consumers’ needs into account
                                        • Inspire Insights

                                            • Fstr and hypr
                                              • What we’ve seen
                                                • Customizing your shower
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Trading down still prevalent
                                                      • Market size and trends
                                                        • Figure 1: U.S. FDMx sales of soap, bath and shower products, at current prices, 2004-14
                                                        • Figure 2: U.S. FDMx sales of soap, bath and shower products, at inflation-adjusted prices, 2004-14
                                                      • Walmart sales
                                                      • Competitive Context

                                                        • Skin and bath care converge
                                                          • Moisture from within
                                                            • Walmart takes HBC online
                                                            • Segment Performance

                                                              • Key points
                                                                • Consumers focus on the necessities
                                                                  • Figure 3: FDMx sales of soap, bath and shower products, by segment, 2007 and 2009
                                                              • Segment Performance—Liquid Body Wash

                                                                • Key points
                                                                  • Liquid body wash the star of the soap, bath and shower category
                                                                    • Sales and forecast—liquid body wash
                                                                      • Figure 4: U.S. FDMx sales and forecast of liquid body wash, at current prices, 2004-14
                                                                  • Segment Performance—Non-deodorant Bar Soap

                                                                    • Key points
                                                                      • Sales steady for traditional soap products
                                                                        • Sales and forecast—non-deodorant bar soap
                                                                          • Figure 5: U.S. FDMx sales and forecast of non-deodorant bar soap, at current prices, 2004-14
                                                                      • Segment Performance—Liquid Hand Soap

                                                                        • Key points
                                                                          • Liquid hand soap a bright spot in soap, bath and shower category
                                                                            • Sales and forecast—liquid hand soap
                                                                              • Figure 6: U.S. FDMx sales and forecast of liquid hand soap, at current prices, 2004-14
                                                                          • Segment Performance—Deodorant Bar Soap

                                                                            • Key points
                                                                              • Consumers returning to the basics
                                                                                • Sales and forecast—deodorant bar soap
                                                                                  • Figure 7: U.S. FDMx sales and forecast of deodorant bar soap, at current prices, 2004-14
                                                                              • Segment Performance—Bath Fragrance/Bubble Bath

                                                                                • Key points
                                                                                  • Bath fragrance/bubble bath falling by the wayside
                                                                                    • Sales and forecast—bath fragrance/bubble bath
                                                                                      • Figure 8: U.S. FDMx sales and forecast of bath fragrance/bubble bath, at current prices, 2004-14
                                                                                  • Segment Performance—Scrubbers/Massagers

                                                                                    • Key points
                                                                                      • Scrubbers/massagers a casualty of the economy
                                                                                        • Sales and forecast—scrubbers/massagers
                                                                                          • Figure 9: U.S. FDMx sales and forecast of scrubbers/massagers, at current prices, 2004-14
                                                                                      • Retail Channels

                                                                                        • Key points
                                                                                          • Supermarkets hold their own against “other” channels
                                                                                            • Figure 10: U.S. FDMx sales of soap, bath and shower products, by retail channel, 2007 and 2009
                                                                                        • Supermarkets

                                                                                          • Key points
                                                                                            • An exception for supermarkets in the personal care aisles
                                                                                              • Figure 11: Supermarket sales of soap, bath and shower products, 2004-09
                                                                                          • All Other Channels

                                                                                            • Key point
                                                                                              • Other channels maintain the status quo
                                                                                                • Figure 12: Other store sales of soap, bath and shower products, 2004-09
                                                                                            • Market Drivers

                                                                                              • Consumers redefine what they consider staples
                                                                                                • Fear of H1N1 virus driving sales of certain products
                                                                                                  • Multifunctional products sought out by consumers
                                                                                                  • Leading Companies

                                                                                                    • Key points
                                                                                                      • Recession having an impact on consumer goods manufacturers
                                                                                                        • Figure 13: FDMx sales of soap, bath and shower products, by leading manufacturers, 2008 and 2009
                                                                                                    • Brand Share—Liquid Body Wash

                                                                                                      • Key points
                                                                                                        • Giving consumers what they want
                                                                                                          • Brand sales—liquid body wash
                                                                                                            • Figure 14: FDMx brand sales of liquid body wash in the U.S., 2008 and 2009 (part one)
                                                                                                            • Figure 15: FDMx brand sales of liquid body wash in the U.S., 2008 and 2009 (part two)
                                                                                                        • Brand Share—Non-deodorant Bar Soap

                                                                                                          • Key points
                                                                                                            • Are consumers playing favorites?
                                                                                                              • Brand sales—non-deodorant bar soap
                                                                                                                • Figure 16: FDMx brand sales of non-deodorant bar soap in the U.S., 2008 and 2009
                                                                                                            • Brand Share—Liquid Hand Soap

                                                                                                              • Key points
                                                                                                                • Liquid soap viewed as a commodity
                                                                                                                  • Brand sales—liquid hand soap
                                                                                                                    • Figure 17: FDMx brand sales of liquid hand soap in the U.S., 2008 and 2009
                                                                                                                • Brand Share—Deodorant Bar Soap

                                                                                                                  • Key points
                                                                                                                    • Sticking to the basics
                                                                                                                      • Brand sales—deodorant soap
                                                                                                                        • Figure 18: FDMx brand sales of deodorant soap in the U.S., 2008 and 2009
                                                                                                                    • Brand Share—Bath Fragrance/Bubble Bath

                                                                                                                      • Key points
                                                                                                                        • An occasional indulgence
                                                                                                                          • Brand sales—bath fragrance/bubble bath
                                                                                                                            • Figure 19: FDMx brand sales of bath fragrance/bubble bath in the U.S., 2008 and 2009
                                                                                                                        • Brand Share—Body Scrubbers

                                                                                                                          • Key points
                                                                                                                            • Body scrubbers not necessarily a must-have for consumers
                                                                                                                              • Brand sales—body scrubbers
                                                                                                                                • Figure 20: FDMx brand sales of body scrubbers in the U.S., 2008 and 2009
                                                                                                                            • Brand Qualities

                                                                                                                                • Nivea
                                                                                                                                  • Dial
                                                                                                                                    • Irish Spring
                                                                                                                                    • Innovation and Innovators

                                                                                                                                      • Key points
                                                                                                                                        • Enticing new fragrances and scents
                                                                                                                                          • The science of cleanliness
                                                                                                                                            • Stress relief for harried consumers
                                                                                                                                              • Fruit and spice formulations are popular
                                                                                                                                                • Seeking attention
                                                                                                                                                • Advertising and Promotion

                                                                                                                                                  • Overview
                                                                                                                                                    • Dial Antioxidant Body Wash
                                                                                                                                                      • Figure 21: Television ad Dial Antioxidant Cranberry Body Wash, 2009
                                                                                                                                                    • Dove Go Fresh Body Wash
                                                                                                                                                      • Figure 22: Television ad Dove Go Fresh Body Wash, 2008
                                                                                                                                                    • Irish Spring Hair & Body
                                                                                                                                                      • Figure 23: Television ad Irish Spring, 2009
                                                                                                                                                    • Nivea for Men Active 3
                                                                                                                                                      • Figure 24: Television ad Nivea for Men, 2009
                                                                                                                                                    • Olay Body Wash Plus Spa Exfoliating Ribbons
                                                                                                                                                      • Figure 25: Television ad Olay Body Wash, 2009
                                                                                                                                                    • Softsoap Ensembles
                                                                                                                                                      • Figure 26: Television ad Softsoap Ensembles, 2008
                                                                                                                                                  • Usage of Soap, Bath and Shower Products

                                                                                                                                                    • Overall usage
                                                                                                                                                      • Figure 27: Use of bar soap, liquid hand soap and body wash, by gender and age, July/August 2009
                                                                                                                                                      • Figure 28: Use of bar soap, liquid hand soap and body wash, by region, February 2008-March 2009
                                                                                                                                                    • Moisturizing soap the most used type
                                                                                                                                                      • Figure 29: Type of bar soap used, by gender, February 2008-March 2009
                                                                                                                                                      • Figure 30: Type of bar soap used, by age, February 2008-March 2009
                                                                                                                                                    • Preferred soap brands
                                                                                                                                                      • Figure 31: Brands of soaps used, by gender and age, July/August 2009
                                                                                                                                                    • Preferred bar soap brands
                                                                                                                                                      • Figure 32: Brands of bar soaps used in household, by gender and age, February 2008-March 2009
                                                                                                                                                    • Preferred liquid hand soap brands
                                                                                                                                                      • Figure 33: Brands of liquid hand soap used in household, by gender and age, February 2008-March 2009
                                                                                                                                                    • Body wash brands preferred
                                                                                                                                                      • Figure 34: Brands of body wash used in household, by gender and age, February 2008-March 2009
                                                                                                                                                  • Point of Purchase

                                                                                                                                                    • Where bar soap was purchased
                                                                                                                                                      • Figure 35: Where people buy bar soap, by gender and age, July/August 2009
                                                                                                                                                      • Figure 36: Where people buy bar soap, by region, July/August 2009
                                                                                                                                                    • Where liquid hand soap was purchased
                                                                                                                                                      • Figure 37: Where people buy liquid hand soap, by gender and age, July/August 2009
                                                                                                                                                  • Attitudes and Motivations

                                                                                                                                                    • Purchasing behavior in general
                                                                                                                                                      • Figure 38: Purchasing behavior for soap/body wash, by gender and age, July/August 2009
                                                                                                                                                    • Purchases as gifts
                                                                                                                                                      • Figure 39: Purchases as gifts, by gender and age, July/August 2009
                                                                                                                                                  • Impact of Race/Hispanic Origin

                                                                                                                                                    • Usage of soap, bath and shower products
                                                                                                                                                      • Overall usage
                                                                                                                                                        • Figure 40: Use of bar soap, liquid hand soap and body wash, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                      • Point of purchase
                                                                                                                                                        • Where bar soap was purchased
                                                                                                                                                          • Figure 41: Where people buy bar soap, by race/Hispanic origin, July/August 2009
                                                                                                                                                        • Where liquid hand soap was purchased
                                                                                                                                                          • Figure 42: Where people buy liquid hand soap, by race/Hispanic origin, July/August 2009
                                                                                                                                                        • Attitudes and motivations
                                                                                                                                                          • Purchasing behavior in general
                                                                                                                                                            • Figure 43: Purchasing behavior for soap/body wash, by race/Hispanic origin, July/August 2009
                                                                                                                                                          • Preferred bar soap brands
                                                                                                                                                            • Figure 44: Brands of bar soaps used in household, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                        • Cluster Analysis

                                                                                                                                                            • Barred-Ups
                                                                                                                                                              • Thrifties
                                                                                                                                                                • Gifters
                                                                                                                                                                  • Cluster characteristics
                                                                                                                                                                    • Figure 45: Soap clusters, July/August 2009
                                                                                                                                                                    • Figure 46: Use of bar soap, liquid hand soap, body wash, or bubble bath, by soap clusters, July/August 2009
                                                                                                                                                                    • Figure 47: Brands of soap/body wash brands used most often by household, by soap clusters, July/August 2009
                                                                                                                                                                    • Figure 48: Purchasing behavior for soap/body wash, by soap clusters, July/August 2009
                                                                                                                                                                    • Figure 49: Purchased soap/bath products as gifts, by soap clusters, July/August 2009
                                                                                                                                                                    • Figure 50: Received soap/bath products as gifts, by soap clusters, July/August 2009
                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                    • Figure 51: Soap clusters, by gender, July/August 2009
                                                                                                                                                                    • Figure 52: Soap clusters, by age, July/August 2009
                                                                                                                                                                    • Figure 53: Soap clusters, by household income, July/August 2009
                                                                                                                                                                    • Figure 54: Soap clusters, by race, July/August 2009
                                                                                                                                                                    • Figure 55: Soap clusters, by Hispanic origin, July/August 2009
                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                      • Purchasing behavior in general
                                                                                                                                                                        • Figure 56: Purchasing behavior for soap/body wash, by marital status and presence of children, July/August 2009
                                                                                                                                                                        • Figure 57: Purchasing behavior for soap/body wash, by gender and presence of children, July/August 2009
                                                                                                                                                                      • Purchases as gifts
                                                                                                                                                                        • Figure 58: Purchases as gifts, by marital status and presence of children, July/August 2009
                                                                                                                                                                        • Figure 59: Purchases as gifts, by gender and presence of children, July/August 2009
                                                                                                                                                                      • Where bar soap was purchased
                                                                                                                                                                          • Figure 60: Where people buy bar soap, by gender and presence of children, July/August 2009
                                                                                                                                                                      • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                        • Soap—US
                                                                                                                                                                          • Overview of soap
                                                                                                                                                                            • Liquid body wash
                                                                                                                                                                              • Brand map
                                                                                                                                                                                • Figure 61: Brand map, selected brands of liquid body wash, buying rate by household penetration, 2008*
                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                  • Figure 62: Key purchase measures for the top brands of liquid body wash, by household penetration, 2008*
                                                                                                                                                                                • Liquid hand soap
                                                                                                                                                                                  • Brand map
                                                                                                                                                                                    • Figure 63: Brand map, selected brands of liquid hand soap, buying rate, by household penetration, 2008*
                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                      • Figure 64: Key purchase measures for the top brands of liquid hand soap, by household penetration, 2008*
                                                                                                                                                                                    • Non-deodorant bar soap
                                                                                                                                                                                      • Brand map
                                                                                                                                                                                        • Figure 65: Brand map, selected brands of non-deodorant bar soap, buying rate, by household penetration, 2008*
                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                          • Figure 66: Key purchase measures for the top brands of non-deodorant bar soap, by household penetration, 2008*
                                                                                                                                                                                        • Deodorant bar soap
                                                                                                                                                                                          • Brand map
                                                                                                                                                                                            • Figure 67: Brand map, selected brands of deodorant bar soap, buying rate, by household penetration, 2008*
                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                              • Figure 68: Key purchase measures for the top brands of deodorant bar soap, by household penetration, 2008*
                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                            • Brands used/preferred
                                                                                                                                                                                              • Figure 69: Brands of bar soap used in household, by household income, February 2008-March 2009
                                                                                                                                                                                              • Figure 70: Brands of liquid hand soap used in household, by household income, February 2008-March 2009
                                                                                                                                                                                            • Where liquid body wash was purchased
                                                                                                                                                                                              • Figure 71: Where people buy liquid body wash, by gender and age, July/August 2009
                                                                                                                                                                                            • Where bubble bath or bath oil was purchased
                                                                                                                                                                                              • Figure 72: Where people buy bubble bath or bath oil, by gender and age, July/August 2009
                                                                                                                                                                                              • Figure 73: Purchasing behavior for soap/body wash, by household income, July/August 2009
                                                                                                                                                                                            • Moisturizing soap the preferred type
                                                                                                                                                                                              • Figure 74: Type of bar soap used in household, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                                            • Where liquid body wash was purchased
                                                                                                                                                                                              • Figure 75: Purchase location of liquid body wash, by gender and age, July/August 2009
                                                                                                                                                                                            • Purchases as gifts
                                                                                                                                                                                              • Figure 76: Purchases as gifts, by race/Hispanic origin, July/August 2009
                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • Alberto-Culver USA Inc
                                                                                                                                                                                            • Ascendia Brands, Inc.
                                                                                                                                                                                            • Avon USA
                                                                                                                                                                                            • Beiersdorf, Inc. (USA)
                                                                                                                                                                                            • Burt's Bees Inc.
                                                                                                                                                                                            • Coca-Cola Company (The) (USA)
                                                                                                                                                                                            • Colgate-Palmolive Company
                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                            • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                            • Henkel Corporation
                                                                                                                                                                                            • Indigo Wild LLC
                                                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                                                            • Kimberly-Clark Corporation
                                                                                                                                                                                            • L'Occitane Ltd
                                                                                                                                                                                            • L'Oréal USA
                                                                                                                                                                                            • Mary Kay Inc.
                                                                                                                                                                                            • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                            • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                            • Nestlé USA
                                                                                                                                                                                            • Nivea
                                                                                                                                                                                            • Olay Company, Inc.
                                                                                                                                                                                            • Paris Presents Incorporated
                                                                                                                                                                                            • Personal Care Products Council
                                                                                                                                                                                            • Procter & Gamble Company (The)
                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                            • Reckitt Benckiser USA
                                                                                                                                                                                            • Sara Lee Corporation
                                                                                                                                                                                            • Sephora
                                                                                                                                                                                            • The Body Shop - Retail Sales
                                                                                                                                                                                            • The Hain Celestial Group, Inc.
                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                            • Unilever USA
                                                                                                                                                                                            • Victoria's Secret
                                                                                                                                                                                            • Walgreen Co
                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                            • Yves Rocher Groupe

                                                                                                                                                                                            Soap, Bath and Shower Products - US - October 2009

                                                                                                                                                                                            £3,277.28 (Excl.Tax)