2021
9
UK Soap, Bath and Shower Products Market Report 2021
2021-02-04T03:01:21+00:00
OX1042279
2195
133563
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Report
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“The soap, bath and shower product category has seen record growth in 2020 of an estimated 32.8% to reach £840 million as heightened hygiene concerns drive washing behaviours. The increased…

UK Soap, Bath and Shower Products Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Soap, Bath and Shower Products market including the behaviours, preferences and habits of the consumer.

With hygiene in the spotlight, the soap, bath and shower products category has seen an estimated record growth of 32.8% to £840 million in 2020.

The pandemic has put a focus on hand hygiene, which will remain in the face of the latest nationwide lockdown on 5 January 2021. Usage of hand sanitiser has jumped from 41% of adults in 2018 to 73% in 2020, 65% of adults have washed their hands more often and 82% of hand sanitiser users have used it more regularly in the last six months. This has resulted in intense competition in the soap and sanitiser egments, resulting in new brands and premiumisation.

Quickly understand

  • The impact of COVID-19 on the soap, bath and shower category.
  • How the category will fare post-COVID-19.
  • The value of individual segments and brand performance in 2019 and 2020.
  • Launch activity and opportunities for 2021.
  • Changes in washing behaviours since COVID-19.
  • Product usage and frequency of washing behaviours.
  • Concerns about using soap, bath and shower products.
  • Interest in innovation for soap, bath and shower products and hand sanitisers.

Covered in this report

Products featured: Toilet soaps in both bar and liquid form, including hand washes, hand sanitisers, bath additives, shower gels, mousses, body shampoos and body washes, products marketed as soap-free (such as Dove)

Brands included: Radox, Dove, Sanex, Imperial Leather, Lynx, Original Source, NIVEA, Palmolive, Johnson’s, Own-labels and others.

 

Expert analysis from a specialist in the field

Written by Emilia Greenslade, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The soap, bath and shower product category has seen record growth in 2020 of an estimated 32.8% to reach £840 million as heightened hygiene concerns drive washing behaviours. The increased rate of hand washing in particular has triggered concerns towards hand health, presenting opportunities for brands in moisturising and microbiome-friendly hand washes and sanitisers. Meanwhile, wellbeing trends have accelerated as consumers turn to bathing routines to de-stress and unwind, while the shower segment sees muted growth. Brands can look to drive engagement in bath and shower products by delving deeper into wellness and sustainability trends.

Emilia Greenslade
Research Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
    • Excluded
    • COVID-19: Market context
    • Economic and other assumptions
  2. Executive Summary

    • Impact of COVID-19 on soap, bath and shower products
      • Figure 1: Short, medium and long-term impact of COVID-19 on soap, bath and shower products, 11 January 2021
    • The market
    • COVID-19 triggered value growth in 2020
      • Figure 2: UK central line forecast value sales of the soap, bath and shower products market (prepared on 10 December 2020), 2015-25
    • Supermarkets can look beyond convenience to drive long-term footfall
    • Companies and brands
    • Wellness and ‘clean’ shower/bath brands benefit
      • Figure 3: Retail value sales of shower and bath products, by brand, year ending November 2020
    • Brands switch to soap production to meet demand
      • Figure 4: Retail value sales of soap products, by brand, year ending November 2020
    • Innovate beyond hygiene for hands
      • Figure 5: New product development in the UK soap, bath and shower market, by product segment, January 2017-November 2020
    • The consumer
    • Hand hygiene behaviours are up…but for how long?
      • Figure 6: Frequency of washing/bathing/sanitising, October 2020
    • Innovate in ‘insperiences’ for the bath/shower routine
      • Figure 7: Behaviours related to using soap, bath and shower products in the last six months, October 2020
    • Consumers are loyal to choice of format
      • Figure 8: Usage of soap, bath and shower products, October 2020
    • Innovate for skin health
      • Figure 9: Soap, bath and shower product usage concerns, October 2020
    • Serve an exciting offering to drive engagement
      • Figure 10: Behaviours when looking for soap, bath and shower products, October 2020
    • Use packaging as a point of difference in hand sanitisers
      • Figure 11: Interest in hand sanitiser innovation, October 2020
    • Appeal to clean and conscious consumers with in-store refill stations
      • Figure 12: Interest in innovation in soap, bath and shower products, October 2020
  3. Issues and Insights

    • COVID-19 draws attention to hand health
    • Stand out in the crowded hand sanitiser segment
    • Focus on wellness to drive long-term engagement
  4. The Market – Key Takeaways

    • Soaps clean up in 2020
    • In-store sustainable concepts can drive long-term loyalty
    • On-trend clean beauty and gender-neutral themes appeal to Gen Z
  5. Market Size and Forecast

    • COVID-19 triggers record growth for SBS in 2020
      • Figure 13: Short, medium and long-term impact of COVID-19 on soap, bath and shower products, 11 January 2021
    • Promotional activity drives decline in 2019
      • Figure 14: UK retail value sales of soap, bath and shower products (prepared on 10 December 2020), 2015-25
    • Hygiene concerns drive significant rise in 2020
      • Figure 15: UK central line forecast value sales of the soap, bath and shower products market (prepared on 10 December 2020), 2015-25
    • Market drivers and assumptions
      • Figure 16: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 14 December 2020)
    • Consumers prioritise health and wellness over price
      • Figure 17: Value sales of soap, bath and shower products, 2011-20
    • Forecast methodology
  6. Market Segmentation

    • All sectors were impacted by savvy behaviours in 2019
      • Figure 18: UK retail value sales of soap, bath and shower products, by segment, 2018-20 (est)
    • Soap is in the spotlight amidst COVID-19
    • Muted growth for shower whilst bath benefits from wellness
  7. Channels to Market

    • Discounters attract savvy shoppers in 2019
      • Figure 19: UK retail value sales of soap, bath and shower products, by outlet type, 2018-20 (est)
    • Supermarkets rebound under COVID-19 store restrictions
    • Drive health and beauty store footfall with sustainability concepts
      • Figure 20: The Body Shop in-store refill station, 2019
    • Elevate the online shopping experience
      • Figure 21: Lush Care Kits letterbox packaging, August 2020
  8. Market Drivers

    • COVID-19 upsets financial confidence
      • Figure 22: Trends in current financial situation compared with a year ago, November 2020
    • Regulatory change aids supply of hand sanitiser
    • SBS purchase remains predominantly in-store
      • Figure 23: Channels used to purchase soap, bath and shower products in the last 12 months, June 2020
    • UK’s exit from the EU causes short-term disruptions for SBS
    • Tailor product offerings for the over-65s
      • Figure 24: Trends in the age structure of the UK population, 2015-25
    • Attract Gen Z with on-trend and exciting concepts
    • Brands innovate in line with green demands
      • Figure 25: Purchase of eco-friendly and regular soap, bath and shower products, November 2019
    • Interest in natural and organic is growing
      • Figure 26: Purchase of natural/organic soap, bath and shower products, April 2020
    • Use bath time to promote emotional wellbeing
      • Figure 27: Relative importance of mental/emotional wellbeing and diet/fitness, September 2019
  9. Companies and Brands – Key Takeaways

    • Attention on the hands gives rise to increased competition
    • Green initiatives widen with refill concepts and brand partnerships
    • Brands promote wellness through NPD and communication
  10. Market Share

    • Wellness and ‘clean’ brands benefit in bath/shower
      • Figure 28: Retail value sales of shower and bath products, by brand, years ending November 2019 and November 2020
    • Carex leads the hand wash and sanitiser segment
      • Figure 29: Retail value sales of soap products, by brand, years ending November 2019 and November 20
    • Premium and medical soap brands gain appeal
    • Opportunities for premium own-label
  11. Launch Activity and Innovation

    • Brands up their green credentials
      • Figure 30: New product development in the UK soap, bath and shower market, by product segment, January 2017-November 2020
      • Figure 31: Examples of NPD in shower products with eco-friendly positioning, 2019 and 2020
    • Non-SBS brands shift to producing hand sanitiser in 2020
      • Figure 32: Examples of NPD in hand sanitiser, 2020
    • Hand sanitiser NPD goes beyond core claims
      • Figure 33: Examples of NPD in hand sanitiser with natural, sustainable and moisturising claims, 2020
    • Brands add playful products to ranges
      • Figure 34: New product development in the UK soap, bath and shower market, by launch type, January 2017-November 2020
      • Figure 35: Examples of new variety/range extensions with playful concepts, 2019 and 2020
    • Unilever capitalised on wellness and natural trends in 2019
      • Figure 36: New product development in the UK soap, bath and shower market, by ultimate company and others, 2019
      • Figure 37: Examples of soap, bath and shower NPD by Unilever, 2019
    • Lynx disrupts with bright colours and new scents
      • Figure 38: Examples of soap, bath and shower NPD by Lynx, 2019 and 2020
    • Carex revamps packaging in 2019 to drive interest
      • Figure 39: Examples of hand sanitiser NPD by Carex, 2019
    • Oriflame offers escapism with the explorer range
      • Figure 40: Examples of soap, bath and shower NPD by Oriflame, 2019
    • The Body Shop widens its sustainability stance in 2020
      • Figure 41: New product development in the UK soap, bath and shower market, by ultimate company and others, January-November 2020
      • Figure 42: The Body Shop Banana Bath Blend Hydrating Bath Foam, 2020
    • Baylis & Harding launches natural Goodness range
      • Figure 43: Examples of hand wash NPD by Baylis & Harding, 2020
    • Own-label offers affordable luxury
      • Figure 44: New product development in the soap, bath and shower market, branded vs own-label, January 2017-November 2020
      • Figure 45: Examples of own-label NPD in the soap, bath and shower market, 2019 and 2020
    • Small brands tap into CBD trends
      • Figure 46: Top 10 claims in the UK soap, bath and shower products market (based on 2019), January 2018-November 2020
      • Figure 47: Examples of NPD with natural and organic claims in the soap, bath and shower market, 2019 and 2020
    • Ramp up the eco-friendly product claims
      • Figure 48: Examples of NPD in soap, bath and shower products with eco-friendly formats and formulas, 2020
    • Disability-inclusive NPD builds caring brand profile
      • Figure 49: BECO Honey Blossom Triple Milled Organic Soap, 2020
    • Address skin health concerns by focusing on the microbiome
      • Figure 50: Examples of NPD in soap, bath and shower with microbiome-related claims, 2019 and 2020
    • Focus on self-care
      • Figure 51: Examples of NPD in soap, bath and shower with wellness-related claims, 2019
      • Figure 52: Lush IRL bath bomb, 2020
  12. Advertising and Marketing Activity

    • TV remains most popular medium in 2019
      • Figure 53: Total above-the-line, online display and direct mail advertising expenditure on soap, bath and shower products, by media type, January 2017-November 2020
      • Figure 54: Unilever Dove microbiome-gentle nourishing body wash TV advert, 2019
    • Wellness is a theme online in 2020
      • Figure 55: Lush Digital Detox, 2020
    • Brands show caring side amidst COVID-19
    • Soap increases its share of advertising
      • Figure 56: Total above-the-line, online display and direct mail advertising expenditure on soap, bath and shower products, by product segment (based on 2019), 2019 and 2020
      • Figure 57: Dove #WashToCare campaign, 2020
    • Unilever dominated recorded adspend in 2020
      • Figure 58: Total above-the-line, online display and direct mail advertising expenditure on soap, bath and shower products, by leading companies and others (based on 2019), 2019 and 2020
      • Figure 59: Lynx Africa Hot Since ’95 TV advert, 2020
    • PZ Cussons ups its adspend in 2020
      • Figure 60: Carex TV advert for hand wash and hand sanitiser product range, 2020
    • Sanex emphasises safety for skin and the planet
    • The Body Shop builds on its ethical stance
      • Figure 61: The Body Shop and Channel 4 Unseen Kingdoms documentary advert, 2020
    • Nielsen Ad Intel coverage
  13. Brand Research

    • Brand map
      • Figure 62: Attitudes towards and usage of selected brands, December 2020
    • Key brand metrics
      • Figure 63: Key metrics for selected brands, December 2020
    • Brand attitudes: Lush is considered worth paying more for
      • Figure 64: Attitudes, by brand, December 2020
    • Brand personality: Dove is seen as accessible
      • Figure 65: Brand personality – macro image, December 2020
    • Sanex and Carex are perceived as expert
      • Figure 66: Brand personality – micro image, December 2020
    • Brand analysis
    • Dove benefits from natural perceptions
      • Figure 67: User profile of Dove, December 2020
    • Dettol is well trusted
      • Figure 68: User profile of Dettol, December 2020
    • Carex is considered effective
      • Figure 69: User profile of Carex, December 2020
    • Sanex enjoys expert association
      • Figure 70: User profile of Sanex, December 2020
    • Lush is perceived as unique
      • Figure 71: User profile of Lush, December 2020
    • Lynx holds youthful appeal
      • Figure 72: User profile of Lynx, December 2020
  14. The Consumer – Key Takeaways

    • Increased washing puts the focus on hand health
    • Hand sanitiser sheds its functional image
    • Green demands are growing stronger
  15. Impact of COVID-19 on Soap, Bath and Shower Products

    • Hand washing is at a record high
      • Figure 73: Frequency of washing/bathing/sanitising, October 2020
    • Cater to over-65s’ increased washing habits
      • Figure 74: Frequency of hand washing and hand sanitising (more often), by age, October 2020
    • Ingrain proper hand-washing routines for long-term engagement
      • Figure 75: Behaviours related to using soap, bath and shower products in the last six months, October 2020
      • Figure 76: Samsung Hand Wash app, 2020
    • Exercise rates drive showering during COVID-19 restrictions
      • Figure 77: Spent longer in the bath/shower, by age, October 2020
    • Wellness drives bathing routines
      • Figure 78: Reasons for doing more BPC activities since the COVID-19 outbreak, 23 April-7 May 2020
    • Encourage out-of-home hygiene for men
      • Figure 79: Behaviours relating to using hand wash and sanitiser, by gender, October 2020
      • Figure 80: Snappd hand sanitiser packaging, 2020
    • Ingredient safety and microbiome trends will accelerate
    • Hand sanitisers have the opportunity to premiumise
      • Figure 81: Ways in which BPC spending habits will change in the face of an income squeeze, 18-30 June 2020
  16. Usage of Soap, Bath and Shower Products

    • Consumers stick to familiar formats
      • Figure 82: Usage of soap, bath and shower products, December 2018 and October 2020
    • Hygiene concerns impact young people’s usage of bar soap
      • Figure 83: Usage of bar soap (excluding soap-free bars), by age, December 2018 and October 2020
    • Use personalisation to engage men
      • Figure 84: Men’s usage of soap, bath and shower products, December 2018 and October 2020
      • Figure 85: Kings Instagram post, 2020
  17. Soap, Bath and Shower Product Usage Concerns

    • Skin health will be a long-lasting trend
      • Figure 86: Soap, bath and shower product usage concerns, October 2020
    • Innovate in sustainable formulas
      • Figure 87: Blueland Iris Agave Foaming Hand Soap Tablet set, 2019
    • Formulation benefits can add highest value
    • Young people are cost-conscious
      • Figure 88: Cost as a concern for soap, bath and shower products, by age, October 2020
  18. Usage Behaviours Related to Soap, Bath and Shower Products

    • Effective hygiene control is top of mind
      • Figure 89: Behaviours when looking for soap, bath and shower products, October 2020
    • Natural ingredients communicate safety
    • Offer excitement to routines
    • Premiumise with at-home wellness experiences
      • Figure 90: Aman Purifying Auric Cleanse Bath Salts, 2019
  19. Interest in Hand Sanitiser Innovation

    • Offer moisturising sanitiser through formula and format
      • Figure 91: Interest in hand sanitiser innovation, October 2020
      • Figure 92: Jo Loves hand sanitiser and hand lotion duo, September 2020
    • Ensure convenience is met
      • Figure 93: TURF Analysis – soap, bath and shower products, October 2020
    • Innovate in stylish refillable designs
      • Figure 94: Haan Dew of Dawn Hydrating Hand Sanitiser, 2020
    • Build usage occasions with surface sanitisers
      • Figure 95: Carex Antibacterial Hand Sanitiser Spray, 2020
    • Tap into beauty hygiene with face/hair sanitisers
  20. Interest in Soap, Bath and Shower Product Innovation

    • Hygienic dispensing takes precedence
      • Figure 96: Interest in innovation in soap, bath and shower products, October 2020
      • Figure 97: Dettol No-Touch Cucumber Anti-Bacterial Liquid Hand Wash System with Refill, 2019
      • Figure 98: Soapstone refillable hand sanitiser dispenser, 2020
    • Create holistic sleep practices
      • Figure 99: Skintimate guided shower meditations
    • Respond to the desire for anti-pollution SBS
    • On-the-go soap provides more effective cleaning
      • Figure 100: Suds2Go portable hand-washing system
    • Offer customised solutions for young people
      • Figure 101: Soap & Glory online fragrance finder, 2020
  21. CHAID Analysis – Soap, Bath and Shower Products

    • Be ready for the refill revolution
      • Figure 102: Soap, bath and shower products – CHAID – Tree output, October 2020
      • Figure 103: Soap, bath and shower products – CHAID – Table output, October 2020
    • Methodology
  22. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
    • TURF – Methodology
      • Figure 104: Table – TURF Analysis – soap, bath and shower products, October 2020

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.

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