Taking a scientific approach, enhancing SBS routines and evolving intimate care will shape the future of SBS alongside advanced tech-driven bathing solutions.
Hwa Jun Lee, Principal Analyst
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what you need to know
- Where we are now
- Mintel recommends: in the next two years
- Mintel recommends: in five years and beyond
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in the next two years
- Scientifically back post-wash benefits
- Consumers demand scientific evidence
- Highlight the scientific backing of SBS formulations
- Graph 1: science or technology claim in SBS launches, 2019-24
- Scientifically validate ingredients and clinically test formulations
- Secure endorsements from accredited institutions
- Boost the effectiveness of actives for better post-wash benefits
- Embrace biotech to shape future formulations
- Develop effective and eco-friendly formulations using technology
- Elevate self-care routines through SBS
- SBS consumers seek enhanced self-care
- Cater for the ‘everything shower’
- Deliver a specific type of bubble tailored to one’s mood
- Equip new bathing experiences to enrich self-care routines
- Promote new routines inspired by tradition
- Offer nighttime care for sensitive skin
- Innovate for Gen Alpha
- Diversify intimate hygiene SBS
- Consumers show strong interest in intimate care that addresses their specific needs and preferences
- Intimate hygiene has room for growth
- Graph 2: sub-categories of soap, bath and shower launches, 2023-24
- Gently introduce intimate care to younger consumers
- Innovate for care during special lifestages such as pregnancy and menopause
- Educate on the benefits of microbiome-friendly care
- Intimate care always and everywhere
- Tackle the sustainability issue of easy-to-use wipes
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in five years and beyond
- Transform the process for tech-driven bathing
- Consumers are concerned about water use and are embracing AI
- Revolutionise showers with water recycling systems
- Focus on filter tech for healthy skin
- Help consumers who switch to cold showers
- Design the future of bathing with cutting-edge technologies
- Actively use AI throughout the development process
- Expand to neurocosmetics and educate on it
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Key takeaways
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How Mintel Builds a Picture of the Future
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Our ‘Future of’ reports are designed to help you look ahead with confidence. By focusing on trend forecasting and identifying future opportunities, these reports provide the insights you need to innovate and plan effectively. They are crafted specifically to help you anticipate market shifts and make proactive decisions, ensuring you and your business are prepared for what’s to come.
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Please Note: All of the figures, graphs, and tables have been redacted.
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