Stay ahead of the curve and future-proof your business with Mintel’s UK Soap, Bath and Shower Products Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the soap, bath and shower products market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- Analyses the influence of post-pandemic behaviour on the soap, bath and shower products market.
- How usage behaviours of soap, bath and shower products have been impacted by the income squeeze.
- How brands can better position bar soaps to increase usage.
- How consumers prioritise low cost when choosing soap, bath or shower products.
Soap, Bath and Shower Products Market Outlook
The cost of living crisis is already impacting the soap, bath and shower products market; growing number of consumers are reducing the heat of the water they use for showering. In a category where it is easy to cut spending thanks to promotional activity and affordable products, savvy shopping habits are easy to adopt. Brands and retailers in the soap, bath and shower products market will have to provide their accessibility with price locks and transparency to remain competitive.
- Soap bath and shower products challenge: 50% of SBS product users agree they have reduced the heat of the water they use for showering/bathing.
Find the total UK retail sales, product launches and forecast for each segment of the soap, bath and shower products market in the full report, alongside an expert analysis of segment performance.
Soap, Bath and Shower Products Market Opportunities and Trends
Multifunctional claims can encourage trade-ups
Spend in the soap, bath and shower products market is typically low, but brands can encourage trade-ups by innovating in more multifunctional products. While there are multifunctional products readily available for men, there are fewer mass-market options for women. More mass-market and own-label brands can innovate in gender-neutral or female-specific hair and body washes.
- Bath and shower products market opportunity: 62% of BPC buyers agree that mutli-functional products can help them save money.
Promote value larger pack sizes
As budgets continue to be squeezed, Mintel’s research identifies that consumers are seeking larger pack sizes when shopping for bathing products in order to save money. While many brands only offer one or two pack sizes, offering a wider variety of pack sizes to suit different consumer budgets and bathroom space availability will appeal to those looking to save money both in the short and long term.
- Facial skincare opportunity: 85% of SBS product users agree that larger packs are a good way to save money.
To learn how to connect with your audience, purchase our full UK Soap, Bath and Shower Products Market Report 2023. Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Leading Brands in the Bath and Shower Products Market
Radoz, Dove, Original Source, Lynx, Imperial Leather, NIVEA, L’Oréal, Sanex, Palmolive, Simple, Baylis & Harding.
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Expert Insights from a BPC Analyst
This report, written by Georgia Stafford, a leading BPC industry analyst, delivers in-depth commentary and analysis to highlight current trends in the soap, bath and shower products market and add expert context to the numbers.
The soap, bath and shower products market suffered a post-COVID-19 decline in 2021 and 2022, but 2023 will see value sales in the category steady. The income-squeeze is impacting bathing and purchase behaviours, and brands can underline value with large pack sizes and price locks in response. For consumers with room in their budget, there are opportunities to encourage indulgence with mini pack sizes from premium brands.”
Georgia Stafford
Research Analyst
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Overview
- Key issues covered in this Report
- Products covered in this Report
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Executive Summary
- The five-year outlook for soap, bath and shower products
- Figure 1: Category outlook for soap, bath and shower products, 2023-27
- The market
- Market size and forecast
- Figure 2: Market forecast for soap, bath and shower products 2023-28
- COVID-19’s impact on the category
- Companies and brands
- Inclusivity resonates for Dove
- Figure 3: UK retail value sales of shower and bath products, by brand, 2023
- ‘Soap Brow’ trends benefit select brands
- Figure 4: UK retail value sales of soap products, by brand, 2023
- The consumer
- Prevent soap and sanitiser use from further falling
- Figure 5: Usage of soap, bath and shower products, 2023
- Accessories will remedy barriers to using bar soap
- Figure 6: Barriers to using bar soap, 2023
- Stand out in supermarkets with innovative ingredients
- Figure 7: Types of retailers used to purchase soap, bath and shower products, 2023
- Multifunctional claims can encourage trade-ups
- Figure 8: Typical spend on a single soap, bath or shower product, 2023
- Encourage engagement with unique scents
- Figure 9: Priorities when choosing a soap, bath or shower product, 2023
- Promote value larger pack sizes
- Figure 10: Behaviours related to soap, bath and shower products, 2023
- The five-year outlook for soap, bath and shower products
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Issues and Insights
- Proving value is key
- Evolving self-care
- Differentiate natural and sustainable claims
- Promote scent to encourage experimentation
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Market Size and Performance
- COVID-19’s impact on the category
- Figure 11: UK retail value sales of soap, bath and shower products, 2018-23
- The impact of the cost-of-living crisis
- COVID-19’s impact on the category
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Market Forecast
- Inflation impacts category growth
- Figure 12: Category outlook for soap, bath and shower products, 2023-27
- Affordable luxuries can drive market growth in the short term
- Figure 13: Market forecast for soap, bath and shower products 2023-28
- Encouraging trade-ups will be useful long term
- Figure 14: Market forecast for soap, bath and shower products, 2023-28
- Learnings from the last income squeeze
- Figure 15: UK retail value sales of soap, bath and shower products, 2011-15
- Forecast methodology
- Inflation impacts category growth
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Market Segmentation
- Encourage experimentation in the shower segment
- Figure 16: UK retail value sales of mass market soap, bath and shower products, by segment, 2021-23
- Show the continued need for hand washing
- Figure 17: UK retail value sales of mass market soap products, by segment, 2021-23
- Merge mental and physical relaxation in the bath segment
- Figure 18: UK retail value sales of mass market bath products, by segment, 2021-23
- Encourage experimentation in the shower segment
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Channels to Market
- Price matching discounters is the competitive move
- Figure 19: UK retail value sales of mass market soap, bath and shower products, by retailer type, 2021-23
- H&B retailers can emphasise the shopping experience
- Direct sellers can create communities
- Price matching discounters is the competitive move
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Market Drivers
- Inflation will continue to eat into consumer spending power over the course of 2023
- Consumer spending power will be curbed
- Consumers’ financial wellbeing has fallen from the highs of 2021…
- Figure 20: Household financial wellbeing index, 2016-23
- …and most people are feeling the effects of price rises
- Bring anti-ageing claims to the category
- Figure 21: Trends in the age structure of the UK population, 2016-26
- Diversify soap, bath and shower products
- Figure 22: Interest in product innovation relating to diversity/inclusion in BPC
- Go beyond scent to help consumers de-stress
- Figure 23: Factors influencing experience of stress and anxiety among women, 2022
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- Figure 24: Factors influencing experience of stress and anxiety among men, 2022
- Meet the enthusiasm for natural ingredients
- Figure 25: Reasons for purchasing natural/organic beauty, grooming and personal care products, 2022
- Help out savvy consumers
- Figure 26: Money-saving behaviours when shopping for BPC products, 2023
- The COVID-19 boost begins to wane
- Rising temperatures will shift consumer needs
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Market Share
- Inclusivity resonates for Dove
- Figure 27: UK retail value sales of shower and bath products, by brand, 2021-23
- A positive reputation helps L’Oréal Men Expert
- ‘Soap Brow’ trends benefit select brands
- Figure 28: UK retail value sales of soap products, by brand, 2021-23
- Inclusivity resonates for Dove
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Launch Activity and Innovation
- Launch activity responds to changing habits
- Figure 29: New product development in the UK soap, bath and shower category, by product segment, 2020-23
- Figure 30: New product development in the shower segment with innovative formats, 2022 and 2023
- Education on upcycled ingredients is needed
- Figure 31: New product development in the UK soap, bath and shower category, by launch type, 2020-23
- Figure 32: New product development in the soap, bath and shower category with upcycled ingredients, 2022 and 2023
- Consider the sustainability of gifting
- Figure 33: Top 10 claims in the UK soap, bath and shower category (based on 2022), 2021-22
- Figure 34: New product development in the soap, bath and shower category designed for gifting with biodegradable packaging, 2023
- Show the potential of SBS products as fragrance
- Figure 35: New product development in the soap, bath and shower category with long-lasting claims, 2023
- Refills are on the rise
- Figure 36: New product development in the soap, bath and shower category with refillable claims, 2022 and 2023
- Appeal to the priorities of parents
- Figure 37: New product development in the UK soap, bath and shower category, branded vs private label, 2020-23
- Figure 38: New product development in the soap, bath and shower category with baby claims, 2023
- Multifunctional claims can encourage trade-ups
- Figure 39: New product development in the UK soap, bath and shower market, by top 10 brands and others, 2022
- Figure 40: New product development in the soap, bath and shower category from Natura with multifunctional claims, 2022
- Launch activity responds to changing habits
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Advertising and Marketing Activity
- Draw parallels with skincare
- Figure 41: Total above-the-line, online display and direct mail advertising expenditure on soap, bath and shower products, by media type, 2020-23
- Prove the usefulness of products post-pandemic
- Encourage indulgence
- Figure 42: Total above-the-line, online display and direct mail advertising expenditure on soap, bath and shower products, by ultimate company, 2022
- Nielsen Ad Intel coverage
- Draw parallels with skincare
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Brand Research
- Brand map
- Figure 43: Attitudes towards and usage of selected brands, 2023
- Key brand metrics
- Figure 44: Key metrics for selected brands, 2023
- Brand attitudes: NIVEA has a caring reputation
- Figure 45: Attitudes, by brand, 2023
- Soap & Glory is seen as fun
- Figure 46: Brand personality – Macro image, 2023
- Baylis & Harding stands out as indulgent
- Figure 47: Brand personality – Micro image, 2023
- Brand analysis
- Baylis & Harding
- NIVEA
- Original Source
- Radox
- Rituals
- Soap & Glory
- Brand map
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Usage of Soap, Bath and Shower Products
- Prevent soap and sanitiser use from further falling
- Figure 48: Usage of soap, bath and shower products, 2020 and 2023
- Encourage relaxation via the bath
- Bring the bodycare routine to the shower
- Novelty can drive experimentation
- Innovate in localised products
- Position solid formats as travel essentials
- Boost the usage of bath formats with specialised formulas
- Figure 49: Net usage of soap, bath and shower products, 2020 and 2023
- Prevent soap and sanitiser use from further falling
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Barriers to Using Bar Soap
- Accessories will remedy barriers to using bar soap
- Figure 50: Barriers to using bar soap, 2023
- Overcome drying/basic perceptions of bar soap
- Prove the hygiene of bar soap
- Figure 51: Agreement that bar soaps are unhygienic, by age, 2023
- Accessories will remedy barriers to using bar soap
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Types of Retailers Used to Purchase Soap, Bath and Shower Products
- Stand out in supermarkets with innovative ingredients
- Figure 52: Types of retailers used to purchase soap, bath and shower products, 2023
- Bring sustainability to the online-shopping process
- H&B retailers can better appeal to village dwellers
- Figure 53: Retailers used to purchase soap, bath and shower products, by area, 2023
- Stand out in supermarkets with innovative ingredients
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Typical Spend on Soap, Bath and Shower Products
- Multifunctional claims can encourage trade-ups
- Figure 54: Typical spend on a single soap, bath or shower product, 2023
- Honesty around pricing will resonate
- Minis can encourage spending
- Figure 55: Typical spend on a single soap, bath or shower product, by age, 2023
- Online-only retailers can heighten the purchase process
- Figure 56: Types of retailers used to purchase soap, bath or shower product, by typical spend on a single soap, bath or shower product, 2023
- Multifunctional claims can encourage trade-ups
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Priorities When Choosing a Soap, Bath or Shower Product
- Encourage engagement with unique scents
- Figure 57: Priorities when choosing a soap, bath or shower product, 2023
- Promote scents on social media
- Give meaning to natural claims
- Implement price locks
- Avoid accusations of greenwashing
- Figure 58: Net priorities when choosing a soap, bath or shower product, 2023
- Stylish packaging can secure brand loyalty
- Bring active ingredient claims to a mass-market price point
- Figure 59: Net prioritisation of active ingredients when choosing a soap, bath or shower product, by types of retailers used to purchase these products, 2023
- Encourage engagement with unique scents
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Behaviours Relating to Soap, Bath and Shower Products and Routines
- Promote value larger pack sizes
- Figure 60: Behaviours related to soap, bath and shower products, 2023
- Innovate in mono-material pumps
- Develop seasonal-specific products
- Go beyond moisturising skin claims
- Help consumers adapt their routine to save money
- Figure 61: Cost-saving behaviours adopted related to soap, bath and shower routines, by financial situation, 2023
- Present different ways to relax
- The evolution of self-care
- Encourage loyalty in a category with fickle consumers
- Figure 62: Enjoyment in trying new soap/bath/shower product, by age, 2023
- Promote value larger pack sizes
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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Appendix – Forecast Methodology
- Market drivers and assumptions
- Figure 63: Market size and forecast for soap, bath and shower products, 2018-28
- Forecast methodology
- Market drivers and assumptions
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