2020
8
Canada Soap, Bath and Shower Products Market Report 2020
2021-07-10T04:12:28+01:00
OX987622
3695
140171
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Report
en_GB
"The soap, shower and bath market appears stable and set for slow, modest growth going forward. The functional and hygienic purpose of the category makes usage in Canada near-universal.This Report…

Canada Soap, Bath and Shower Products Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

“The soap, shower and bath market appears stable and set for slow, modest growth going forward. The functional and hygienic purpose of the category makes usage in Canada near-universal.

This Report looks at consumer usage of soap, shower and bath products, changes in their routines, purchase influencers, openness to trying new innovations and shopping attitudes related to soap, shower and bath products.”

– Meghan Ross, Senior Analyst

This report examines the following issues:

  • The long-established category is stable, with highest engagement from women and younger consumers
  • Products that enhance the bath or shower atmosphere are growing
  • Relaxation is the primary motivator for bath product usage
  • Canadians have a strong preference for showering, which limits bath product growth potential
  • Consumers want natural and safe products for themselves and the environment
  • Canadians are creatures of habit when it comes to bath and shower routines

Table of Contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The insights
          • The long-established category is stable, with highest engagement from women and younger consumers
            • Figure 1: Product usage, December 2019
          • Products that enhance the bath or shower atmosphere are growing
            • Figure 2: Change in product usage, by age, December 2019
          • Relaxation is the primary motivator for bath product usage
            • Canadians have a strong preference for showering, which limits bath product growth potential
              • Consumers want natural and safe products for themselves and the environment
                • Canadians are creatures of habit when it comes to bath and shower routines
                  • Figure 3: “I always buy the same products” (% agree), by age, December 2019
                • The opportunities
                  • Male product lines are expanding and men are slowly coming around to bath products
                    • Eco-aware consumers are expected to become more accepting of new format options
                      • What it means
                      • The Market – What You Need to Know

                        • Slow but steady growth is expected
                          • Consumers are embracing the wellness and self-care trend
                            • The SBS market will need to keep up with Canada’s growing diversity
                              • A less engaged aging population may soften the SBS market’s growth potential
                              • Market Size and Forecast

                                • Slow and steady growth is expected
                                  • Figure 4: Total Canada value sales and fan chart forecast of soap, bath and shower market, at current prices, 2014-24
                                  • Figure 5: Total Canada value sales and forecast of soap, bath and shower market, at current prices, 2014-2024
                                  • Figure 6: Soap, bath and shower products: company Canadian retail market share by value (%), 2018
                              • Market Factors

                                • Consumers are embracing self-care and are focused on wellness
                                  • Figure 7: Be Better Calming Foam Bath (Canada), January 2020
                                  • Figure 8: Plant Apothecary Rosemary & Lemongrass Wakey Wakey Body Wash (Canada), January 2020
                                • Less rigid gender roles and stereotypes are exposing more men to bathing rituals once considered ‘girly’
                                  • Figure 9: AXE Ice Chillin’ Tingle-icious Bubbles #Basculinity, April 2019
                                  • Figure 10: We Believe: The Best Men Can Be | Gillette (Short Film), January 2019
                                • Canadians continue to embrace diversity
                                  • Figure 11: Visible minority population in Canada, 1981-2036*
                                • Canada’s less-engaged aging population may challenge the industry
                                  • Figure 12: Population aged 0-14 and 65+, 1995-2035*
                              • Key Players – What You Need to Know

                                • Soaking in solitude is making way for shareable experiences
                                  • Sustainability concerns are paving the way for new format and packaging developments
                                    • Multi-tasking, multi-benefit products are in demand
                                      • Cannabis-related products are high on the list of new innovations
                                        • The importance of fragrance may be limited by scent-free zones
                                        • What’s Working?

                                          • Shareable moments are upping the ante for bath products
                                            • Figure 13: Lush Instagram post, December 2019
                                            • Figure 14: MamaMedicine Instagram post, December 2019
                                            • Figure 15: Village Naturals Aromatherapy Floating Bath Bomb with Floating Candle (US), February 2020
                                          • Sustainability and environmental concerns are sparking format and packaging innovations
                                            • Figure 16: SBS product launches with specific environmental claims, North America, 2009 – 2019
                                            • Figure 17: Body wash from EC30 Enlightened Clean, April 2019
                                            • Figure 18: StudentDesign #027 – Jonna – Germany, December 2019
                                            • Figure 19: Soapack Instagram post, June 2019
                                          • Legalization of cannabis has opened the door for an influx of CBD and hemp products
                                            • Figure 20: Leef Steep CBD Bath Tea (US), January 2020
                                            • Figure 21: Mood Soothed Fresh Eucalyptus CBD-Infused Bath Soak (US), November 2019
                                        • What’s Struggling?

                                          • Environmental sensitivities and scent-free zones may limit fragrance options
                                            • Figure 22: P&G SmartLabel, November 2018
                                            • Figure 23: L’Occitane en Provence Aromachologie Ma Base Essentielle Neutral Foaming Bath (US), January 2020
                                            • Figure 24: Schmidt’s Fragrance Free Natural Soap (Canada), October 2019
                                            • Figure 25: Hand in Hand Fragrance Free Bar Soap (US), August 2019
                                          • Canadians are facing a time crunch and are not slowing down for baths
                                            • Figure 26: Manna Kadar Sea Minerals Aromatherapy Shower Tablets (US), January 2020
                                        • What’s Next?

                                          • Consumers are seeking added benefits beyond regular cleansing and moisturizing
                                            • Figure 27: Nécessaire The Body Wash Multi-Vitamin (US), December 2018
                                            • Figure 28: Vitaclean HQ Gets Rid of Limescale and Makes your Hair & Skin Soft, October 2018
                                            • Figure 29: Bio Spectra Attitude Super Leaves Science Red Vine Leaves Glowing natural Shower Gel (Canada), January 2020
                                            • Figure 30: Olay Cleansing & Firming Body Wash (US), January 2020
                                            • Figure 31: Planeta Organica Skin Super Good Anti-Pollution Natuurlijke Douchegel (Netherlands), January 2020
                                          • Brands need to pay closer attention to the needs of ethnic consumers
                                            • Figure 32: Shea Moisture Instagram post, September 2019
                                          • Multi-purpose products help men streamline their routines
                                            • Figure 33: Cottage Men Spicy Lemon 3 in 1 Shampoo-Shower Gel (Canada), October 2019
                                            • Figure 34: Dr. Bronner’s Magic All-One! Baby Unscented 4-in-1 Organic Sugar Soap (US), February 2020
                                        • The Consumer – What You Need to Know

                                          • Usage of soap, bath and shower products is universal in Canada
                                            • Canadians’ affinity towards showering will be the biggest obstacle for bath products
                                              • Routines also present a challenge to the industry
                                                • Consumers want natural and gentle products, regardless of format
                                                  • Premium products are valued, but so are private label products
                                                  • Product Usage

                                                    • Category participation is universal
                                                      • Figure 35: Product usage, December 2019
                                                    • Women are significantly more involved in the category, regardless of format
                                                      • Figure 36: Product usage, by gender, December 2019
                                                      • Figure 37: Usage of five or more soap, bath and shower products, by age and gender, December 2019
                                                    • Category engagement is strongest among younger consumers
                                                      • Figure 38: Product usage, 18-44s vs over-45s, December 2019
                                                    • Quebecois consumers take a more traditional approach to SBS products
                                                      • Figure 39: Product usage, Quebec vs overall, December 2019
                                                    • Hand sanitizer use may be impacted by current news developments
                                                    • Bath Products

                                                      • Bath product usage decreases with age
                                                        • Figure 40: Bath product usage, by age, December 2019
                                                        • Figure 41: Repertoire of soap, bath and shower (SBS) product usage, by gender, December 2019
                                                        • Figure 42: Product usage, married vs single men, December 2019
                                                      • Motivations for using bath products
                                                        • Relaxation is the strongest motivator for using bath products
                                                            • Figure 43: Reasons for using bath products, December 2019
                                                          • Trial of new scents and products is a bigger draw for younger consumers
                                                            • Figure 44: Reasons for using bath products, by age, December 2019
                                                          • A therapeutic bath is a bigger draw for women
                                                            • Figure 45: Reasons for using bath products, by gender, December 2019
                                                          • Barriers to bath product use
                                                            • A strong preference for showering is the biggest hurdle for bath products
                                                                • Figure 46: Reasons for not using bath products, December 2019
                                                                • Figure 47: Reasons for not using bath products, by age, December 2019
                                                            • Changes in Usage Over Time

                                                              • Bath product and body scrub usage is increasing
                                                                • Figure 48: Change in product usage, December 2019
                                                                • Figure 49: Change in product usage, 18-44s vs over-45s, December 2019
                                                                • Figure 50: Change in product usage, by parental status, December 2019
                                                                • Figure 51: Little Critters Slime Bomb (Canada), September 2019
                                                                • Figure 52: Crayola Bathtub Fingerpaint Soap (Canada), September 2019
                                                            • Purchase Motivators

                                                              • The use of natural ingredients and gentleness for sensitive skin are important regardless of bath/shower format
                                                                • Figure 53: Importance of skin-related product features, by format, December 2019
                                                                • Figure 54: Aveeno Moisturizing Bar with Nourishing Oat (Canada), October 2019
                                                                • Figure 55: Walnut Shell Body Scrub & Cleanser (Canada), August 2018
                                                                • Figure 56: Importance of scent-related product features, by format, December 2019
                                                              • Bar soap purchase considerations
                                                                • Consumers look for natural and gentle bar soaps
                                                                  • Figure 57: Importance of bar soap product features (select), by gender, December 2019
                                                                • Body wash/shower gel purchase considerations
                                                                  • Body washes must be natural and gentle, yet provide fragrance and moisture
                                                                    • Figure 58: Importance of body wash/shower gel product features (select), by gender, December 2019
                                                                  • Bath product purchase considerations
                                                                    • Bath product users are seeking a soothing experience
                                                                      • Figure 59: Importance of bath product features (select), by gender, December 2019
                                                                    • Soothing and natural claims appeal to a large segment of consumers
                                                                      • Figure 60: TURF analysis – bath product purchase influencers, December 2019
                                                                  • Innovations in Soap, Bath and Shower Products

                                                                    • Developing innovations that resonate with consumers is a challenge
                                                                      • Figure 61: Nocibé Home Spa Spirit of Asia Harmonious Shower Foam (France), October 2018
                                                                      • Figure 62: Interest in product innovations, December 2019
                                                                    • Innovations in bath and shower products appeal more strongly to younger consumers
                                                                      • Figure 63: Interest in product innovations, by age, December 2019
                                                                      • Figure 64: Dove Baby Night Time Calming Nights Tip to Toe Wash (Canada), September 2019
                                                                    • Women are seeking noticeable benefits
                                                                      • Figure 65: Interest in product innovations, by gender, December 2019
                                                                  • Attitudes about Soap, Shower and Bath Products

                                                                    • Men are creatures of habit when it comes to their bath and shower routines
                                                                      • Figure 66: Attitudes about SBS products, by gender, December 2019
                                                                      • Figure 67: “I always buy the same products” (% agree), by region, December 2019
                                                                    • Older Canadians have established routines which may be tougher to disrupt
                                                                      • Figure 68: “I always buy the same products” (% agree), by age, December 2019
                                                                    • Private label products may be a growing threat to brand names, but Canadians still recognize the value of premium products
                                                                      • Figure 69: Sephora Au Soleil Beach Vibes Melting Shower Jelly (US), December 2019
                                                                      • Figure 70: Attitudes about SBS products (% agree), December 2019
                                                                    • Seasonality is a purchase motivator for younger families
                                                                      • Figure 71: I often buy products with seasonal scents” (% agree), by age, December 2019
                                                                      • Figure 72: Simple Pleasures Winter Snow Scented Refillable Hand Soap (US), December 2019
                                                                      • Figure 73: Duke Cannon Big Ass Lump of Coal (US), December 2019
                                                                    • Awareness of over-showering is strongest among younger consumers
                                                                      • Figure 74: Ouai Body Cleanser (US), October 2019
                                                                    • Canadians are reluctant to share products with family members
                                                                      • Figure 75: Nivea Raspberry Parfait Foaming Silk Mousse Body Wash (US), December 2019
                                                                      • Figure 76: Nivea Men Active Clean Deep Clean Body Wash (US), October 2019
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Consumer survey data
                                                                        • Consumer qualitative research
                                                                          • Abbreviations

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