The Future of Soap, Bath and Shower Products 2020
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Global annual review: what's now and what's next for the soap, bath and shower products market. Sarah Jindal, Associate Director, Global Beauty & Personal Care…

The Future of Soap, Bath and Shower Products 2020

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Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Bathing: the ultimate health and wellness ritual
  • More focus on multi-sensory experiences
  • Meet the needs of multicultural and male consumers
  • Make ethical and sustainability strategies a priority

What you need to know

Immediate future: next 2 years


Bath products that help to relax the body and mind will stand out as simple and effective wellness solutions. Innovative products that go beyond basic cleansing can transform showering and bathing into a more stimulating experience.

Planning ahead: next 5 years


Shifting demographic trends will force brands to expand their product options to better meet the specific personal care needs of multicultural and male consumers. As more people become concerned with environmental issues, it is crucial to have strong ethical and sustainability strategies in place.

Market overview: key data

Indonesians prefer premium products, while China’s consumers will become increasingly cautious with their spending.

Read on to discover more details or take a look at all of our Soap and Shower market research

Global annual review: what’s now and what’s next for the soap, bath and shower products market.

Sarah Jindal, Associate Director, Global Beauty & Personal Care

Table of Contents

  1. THE IMPACT OF COVID-19 ON Soap, bath and shower

    • Short term (0-6 months)
    • Medium term (6-24 months)
    • Long term (2+ years)
    • Short term (0-6 months)
    • Medium term (6-24 months)
    • Long term (2+ years)
  2. a look ahead

    • Immediate future
    • Planning ahead
    • Market overview: key data
    • Immediate future: next two years
    • Planning ahead: next five years
    • Market overview: key data
  3. immediate future: next two years

    • Craft a self-care story
    • Inspire with ancient bathing rituals
    • Cater to the needs of the underserved
    • [Graph] Global: SBS launches with convenience* claims, 2015-19
    • Rethink waterless
    • Consider solid formats
    • Create an overall packaging strategy
    • [Graph] Global: SBS products with ethical/environmental claims, 2014-19
    • [Graph] Global: bar soap launches, by market, 2015-19
  4. planning ahead: next five years

    • Diversify for the Western man
    • Segment with personas
    • Draw parallels for the future of SBS
    • Focus on fragrance
    • Play with texture and format
    • Know what consumers want and why
  5. four winning strategies for the future


    • [Graph] Top five SBS markets: percentage of market total of global retail value sales, 2015-21 (est)
    • [Graph] Global: SBS launches, by leading claims, 2015-19

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Future Of Sample Report

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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