2021
9
US Soap, Bath and Shower Products Market Report 2021
2021-02-26T03:02:10+00:00
OX1040911
3695
134973
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Report
en_GB
“COVID-19 has put hygiene and wellness at the forefront of consumers’ minds, fueling the demand for soap, bath and shower products, particularly hand sanitizer and soap. The hand sanitizer segment…

US Soap, Bath and Shower Products Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the U.S Soap, Bath and Shower products markets including the behaviours, preferences and habits of the consumer.

COVID-19 has put health and hygiene at the forefront of consumers’ minds, fueling the demand for soap, bath and shower products, particularly hand sanitizer and soap. The anxiety and loss of normalcy in today’s COVID-19 environment has had a profound impact on consumers’ mental wellbeing, leading to an uptick in selfcare rituals. Although concerns with exposure to the COVID-19 virus will ease once a vaccine is widely distributed, some hygiene and wellness behaviors forced by the crisis will persist as permanent habits post-pandemic.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the soap, bath and shower products market.
  • How the market will fare in a post-COVID-19 down economy.
  • Consumers’ usage of soap, bath and shower products.
  • Consumers’ attitudes and behaviors toward soap, bath and shower products.

Covered in this report

Products included: Liquid body wash, shower gel, bar soap, liquid hand soap, hand sanitizer, bath products, including bubble bath and bath fragrances.

Brands featured:  Unilever, Proctor & Gamble, Colgate-Palmolive, Henkel Corporation, S C Johnson & Son, Vi-Jon, PDC Brands, Johnson & Johnson, Dr. Bronner’s Magic Soaps, Galderma Laboratories, Dirty Girl Farm, Herbivore Botanicals and many more.

Expert analysis from a specialist in the field

Written by Olivia Guinaugh, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has put hygiene and wellness at the forefront of consumers’ minds, fueling the demand for soap, bath and shower products, particularly hand sanitizer and soap. The hand sanitizer segment will see continued growth and innovation as the product becomes a hygiene essential. A renewed focus on self-care will also support longer-term sales growth for the market, as many consumers plan to continue to use showering and bathing rituals as a way to manage their mental wellbeing.

Olivia Guinaugh
Beauty and Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Top takeaways
              • Market overview
                • 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, November 2020
                • Opportunities and challenges
                  • Fixation on hand hygiene will outlast the COVID-19 crisis
                    • Figure 2: Changes to hand hygiene behaviors since COVID-19 and select attitude influenced by COVID-19, November 2020
                  • Get innovative with hand hygiene
                    • Figure 3: Interest in select product innovations, November 2020
                    • Figure 4: Instagram post from Dally Goods
                  • Maintain momentum by bringing holistic wellness and convenience to cleansing routines
                    • Figure 5: Select reasons for showering/bathing more frequently due to COVID-19 and select attitude influenced by COVID-19, November 2020
                  • Drive loyalty through customization
                    • Expand bath product options to better reach men
                    • The Market – Key Takeaways

                      • Renewed focus on hygiene and mental health gives SBS market a boost
                        • All segments see gains in 2020
                          • COVID-19 shakes up hand sanitizer but negatively impacts economy
                            • Prolong frequent usage of SBS, stand out in hand sanitizer space, and better reach men
                            • Market Size and Forecast

                              • Renewed focus on hygiene and mental health gives SBS market a boost
                                • Figure 6: Total US sales and fan chart forecast of soap, bath and shower products market, at current prices, 2015-25
                                • Figure 7: Total US sales and forecast of soap, bath and shower products market, at current prices, 2015-25
                              • Impact of COVID-19 on soap, bath and shower products
                                • Figure 8: Short-, medium- and long-term impact of COVID-19 on soap, bath and shower products, July 2020
                              • Lockdown
                                • Re-emergence
                                  • Recovery
                                    • COVID-19: US context
                                    • Segment Performance

                                      • All segments see gains in 2020
                                        • Figure 9: Total US retail sales and forecast of soap, bath and shower products, by segment, at current prices, 2015-25
                                      • Liquid body wash continues to dominate market sales
                                        • Figure 10: Share of soap, bath and shower products sales, by segment, 2020 (est)
                                    • Market Factors

                                      • Fixation on hand hygiene will outlast the COVID-19 crisis
                                        • Figure 11: Changes to hand hygiene behaviors since COVID-19, November 2020
                                        • Figure 12: Select attitudes and behaviors influenced by COVID-19, November 2020
                                      • Leading hand sanitizer companies face increased competition
                                        • Figure 13: Instagram post from Suave
                                        • Figure 14: Multi-outlet sales of hand sanitizers (excluding wipes), by leading companies and brands, rolling 52 weeks 2019 and 2020
                                      • Economic insecurity leads to higher price sensitivity
                                        • Figure 15: Mintel Trend Driver – Value
                                    • Market Opportunities

                                      • Prolong frequent usage of SBS products
                                        • Figure 16: Changes to select hygiene behaviors since COVID-19, November 2020
                                        • Figure 17: Reasons for showering/bathing more often, November 2020
                                      • Tap into the growing trend for health support
                                        • Figure 18: Select attitudes toward showering and bathing, November 2020
                                      • Elevate the category’s association with self-care
                                        • Figure 19: Instagram post from Lush during lockdown phase
                                        • Figure 20: Instagram post of J.R Watkins’s Aromatherapy In-Shower Mists
                                      • Stand out in increasingly crowded hand sanitizer segment
                                        • Figure 21: Select attitudes and behaviors toward hand sanitizer, November 2020
                                      • Be inspired by skin-conditioning ingredients typically found in skincare
                                        • Figure 22: Barriers toward hand sanitizers, November 2020
                                        • Figure 23: Instagram posts of Highline Wellness Hand Sanitizer and Nonshinku Hand Sanitizer
                                        • Figure 24: Too much cleansing/sanitizing will strip good bacteria, November 2020
                                      • Pampering benefits of bathing has widespread appeal
                                        • Figure 25: Bathing more frequently due to COVID-19 and select attitude influenced by COVID-19, by gender, November 2020
                                      • Products made specifically for men are appealing…
                                        • Figure 26: Interest in unisex bath products and bath products made for men, any interest (net), by age and gender, November 2020
                                        • Figure 27: Degree Men Maximum Recovery Menthol Epsom Salt Muscle Soak
                                      • …yet unisex products may resonate with modern men
                                      • Companies and Brands – Key Takeaways

                                        • Smaller players are stealing market share from leading companies
                                          • Functional products tap into holistic wellness trends
                                            • Drive loyalty through eco-conscious positioning
                                            • Market Share

                                              • Smaller players are stealing market share from leading companies
                                                • Sales of soap, bath and shower products by company
                                                  • Figure 28: Multi-outlet sales of soap, bath and shower products, by leading companies, rolling 52 weeks 2019 and 2020
                                              • Competitive Strategies

                                                • Functional products tap into holistic wellness trends
                                                  • Figure 29: Instagram post from Dirty Girl Farm and MyKirei by KAO
                                                  • Figure 30: Instagram post of Dally Hand Wash
                                                  • Figure 31: Instagram post about Herbivore Botanical hand sanitizers
                                                • Drive loyalty through eco-conscious positioning
                                                  • Figure 32: Eco-ethical claims in new soap, bath and shower product launches, 2016-20
                                                • Who is doing this well
                                                  • Figure 33: Instagram post from Youbody, November 2020
                                              • The Consumer – Key Takeaways

                                                • Bar and liquid soap both enjoy widespread usage
                                                  • Increased focus on hand hygiene boosts sanitizer and soap usage
                                                    • Growing need for self-care benefits bath products, but showering is still preferred
                                                      • Balance natural with efficacy claims; bathing isn’t just a cleansing solution
                                                        • Capture shoppers’ attention with influencers, scent and eco-conscious claims
                                                          • Strong interest in innovations presents opportunities to boost sales
                                                          • Usage of Liquid Shower Products and Bar Soap

                                                            • Bar and liquid soap both enjoy widespread usage
                                                              • Figure 34: Usage of liquid shower products and bar soap, December 2019 and November 2020
                                                            • Liquid body wash is used across age groups
                                                              • Figure 35: Usage of liquid shower products and bar soap, by age, November 2020
                                                            • Identifying alternative benefits for bar soap can increase trial
                                                              • Figure 36: Instagram posts from Ethique
                                                              • Figure 37: TikTok video about soap brows
                                                          • Usage of Hand Cleansing Products

                                                            • Increased focus on hand hygiene boosts sanitizer and soap usage
                                                              • Figure 38: Usage of hand cleansing products, any hand sanitizer (net), November 2020
                                                            • Hand sanitizer will no longer be subject to volatility
                                                              • Investing in new packaging formats will encourage more widespread usage
                                                                • Figure 39: Usage of hand cleansing products, any hand sanitizer (net), by gender, November 2020
                                                                • Figure 40: Instagram post from Noshinku
                                                                • Figure 41: Instagram post from Squeezyband
                                                              • Maintain hand sanitizer’s momentum to reach key audiences
                                                                • Figure 42: Usage of hand cleansing products, any hand sanitizer (net), by age, November 2020
                                                              • Add an element of fun to hand sanitizer to boost usage among Gen Z
                                                                • Figure 43: Instagram post of Lemonhead LA’s Illuminizer Shimmering Hand Sanitizer
                                                            • Usage of Bath Products

                                                              • While the growing need for self-care rituals benefits bath products…
                                                                • Figure 44: Usage of any bath product (net), November 2017, December 2018-19 and November 2020
                                                              • …most adults still prefer the convenience of shower routines
                                                                • Figure 45: Usage of bath products, any bath product (net), November 2020
                                                                • Figure 46: Instagram posts from Skintimate
                                                                • Figure 47: Instagram post from Lush
                                                              • Boost bath product usage among men
                                                                • Figure 48: Usage of bath products, any bath product (net), by gender, November 2020
                                                              • Millennials are a prime target for bath brands
                                                                • Figure 49: Usage of bath products, any bath product (net), by age, November 2020
                                                              • Skin benefits and fragrances drive bath product usage among Black adults
                                                                • Figure 50: Usage of bath products, any bath product (net), by race and Hispanic origin, November 2020
                                                            • Attitudes and Behaviors toward Soap, Bath and Shower Products

                                                              • Brands that balance natural ingredients with efficacy claims will win in the longer term
                                                                • Recent FDA warnings cause ingredient scrutiny in hand sanitizer space
                                                                  • Figure 51: Select attitudes and behaviors toward soap, bath and shower products, November 2020
                                                                • Water-saving products are poised for growth
                                                                  • Figure 52: Behaviors toward water conservation, December 2019 and November 2020
                                                                • Adults want benefits beyond cleansing
                                                                  • Figure 53: goop’s G.Day Ginger + Ashwagandha Energy Body Wash
                                                                • Change young adults’ perception toward bar soap
                                                                  • Figure 54: Select attitudes and behaviors toward soap, bath and shower products, by age, November 2020
                                                              • Shopping Behaviors

                                                                • Capture attention with influencers, scent and eco-conscious claims
                                                                  • Figure 55: Instagram post from Kelley Flanagan
                                                                  • Figure 56: Shopping behaviors, November 2020
                                                                  • Figure 57: Instagram post of SOAPBOTTLE
                                                              • Interest in Product Innovations

                                                                • Strong interest in innovations presents opportunities to boost sales
                                                                  • Figure 58: Interest in select product innovations, November 2020
                                                                • Get innovative with hand hygiene
                                                                  • Figure 59: Interest in hand hygiene innovations, November 2020
                                                                  • Figure 60: Instagram posts from Color Clean Soap, July 2020 and September 2020
                                                                • Drive loyalty through customization
                                                                  • Figure 61: Interest in customized products, November 2020
                                                                  • Figure 62: Instagram post from Function of Beauty
                                                                • Young adults want products that are good for them and the planet
                                                                  • Figure 63: Instagram post from Grove Collaborative
                                                                  • Figure 64: Interest in eco-friendly innovations, any interest (net), by age, November 2020
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Sales data
                                                                    • Forecast
                                                                      • Consumer survey data
                                                                        • Consumer qualitative research
                                                                          • Abbreviations and terms
                                                                            • Abbreviations
                                                                            • Appendix – The Market

                                                                                • Figure 65: Total US retail sales and forecast of soap, bath and shower products, at inflation-adjusted prices, 2015-25
                                                                                • Figure 66: Average household spending on soap, bath and shower products, by segment, 2015-25
                                                                                • Figure 67: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2018 and 2020
                                                                                • Figure 68: Total US retail sales and forecast of bar soap, at current prices, 2015-25
                                                                                • Figure 69: Total US retail sales and forecast of liquid body wash, at current prices, 2015-25
                                                                                • Figure 70: Total US retail sales and forecast of liquid hand soap, at current prices, 2015-25
                                                                                • Figure 71: Total US retail sales and forecast of bath fragrances/bubble bath, at current prices, 2015-25
                                                                                • Figure 72: Total US retail sales and forecast of hand sanitizers, at current prices, 2015-25
                                                                                • Figure 73: Total US retail sales of soap, bath and shower products, by channel, at current prices, 2015-20
                                                                                • Figure 74: Total US retail sales of soap, bath and shower products, by channel, at current prices, 2018 and 2020
                                                                            • Appendix – Key Players

                                                                                • Figure 75: Multi-outlet sales of bar soap, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                • Figure 76: Multi-outlet sales of liquid body wash, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                • Figure 77: Multi-outlet sales of liquid hand soap, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                • Figure 78: Multi-outlet sales of bath fragrances/bubble bath, by leading companies and brands, rolling 52 weeks 2019 and 2020

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