Explore the latest innovation in soap, bath and shower products in 2024 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the global soap, bath and shower market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global SBS market. Understanding innovation in soap, bath and shower products has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Georgia Stafford, Beauty & Personal Care Analyst at Mintel. Georgia joined Mintel in 2022, writing UK reports for the Beauty, Personal care and OTC categories. Before joining Mintel, Georgia studied International Relations, earning a BA from the University of Birmingham. During her studies, she gained knowledge and experience of research methods and international business.
Soap, bath and shower brands are appealing to consumers taking more interest in their skin health, with claims that mirror those found in facial skincare.
Georgia Stafford
Beauty & Personal Care Analyst
Collapse All
-
EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: be sensitive to skin disorders
- Offer sensitive-skin products to ingredient-conscious consumers
- Innovation can lean into consumer perceptions of sensitive skin
- Graph 1: soap, bath and shower product launches featuring select claims, 2019-24
- Brands launch products for sensitive skin
- Brand renovation: Faith in Nature’s fragrance-free line is saved
- Europe: take the next steps in barrier protection
- Focus on barrier protection
- Microbiome-focused claims are niche but increasing
- Graph 2: microbiome/microbiota and barrier mentions in product descriptions of SBS launches, 2019-24
- Consider the next steps for microbiome-friendly
- The Middle East & Africa (MEA)
- Offer environmentally conscious SBS options
-
Asia Pacific (APAC)
- Asia: help consumers de-stress
- Offer SBS products to calm the body and mind
- Innovations focused on relaxation remain rare
- Graph 3: SBS launches featuring pain- and stress-related claims, 2019-24
- Bathing as a relaxation opportunity
- Asia: bring excitement to the category with limited edition and seasonal launches
- Feed an appetite for newness
- Limited edition and seasonal launches pose opportunities
- Graph 4: SBS launches featuring limited edition or seasonal claims, 2019-24
- Shake up showers with seasonal launches
- Australia & New Zealand: refills reflect eco-friendly priorities
- Fill the gap in refills
-
the americas
- North America: ‘clean’ claims conquer the category
- ‘Clean’ formulas remain a consumer priority
- Free-from claims will allay consumer fears
- Graph 5: soap, bath and shower product launches, by free-from claims, 2019-24
- ‘Clean’ beauty claims carry appeal
- Brand innovation: Dr Squatch squashes traditional body wash formulas
- North America: scent’s sensorial appeal
- Perfume’s potential in SBS
- Feed the appetite for gourmand fragrances
- Graph 6: soap, bath and shower product launches with select fragrance-related words in the product description, 2019-24
- Heighten the fragrance credentials of the SBS category
- Latin America: the ‘skinification’ of soap, bath and shower
- Extend the bodycare routine to the shower
- Graph 7: soap, bath and shower product launches featuring select claims, 2019-24
- Bring skincare claims to NPD
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF and Powerpoint version straight to your inbox. An interactive version of the report is also available on our online platform
- Save up to 20% when you purchase multiple reports
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact usTrusted by global industry leaders
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact us
