2022
9
US Soap, Bath and Shower Products Market Report 2022
2022-02-19T03:09:29+00:00
OX1100071
3695
148104
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Report
en_GB
“After experiencing skyrocketing growth in 2020 due to stockpiling behaviors, SBS sales are expected to decline in 2021, which is a reflection of the market rebalancing itself. However, market sales…

US Soap, Bath and Shower Products Market Report 2022

£ 3,695 (Excl.Tax)

Description

This report provides comprehensive and current information and analysis of the US Soap, Bath, and Shower Products market including US Soap, Bath, and Shower Products market size, anticipated market forecast, relevant market segmentation, and industry trends for the Soap, Bath, and Shower Products market in the US.

Current market landscape

Skin health has been top-of-mind for many consumers in recent years, with 66% of SBS users claiming to be paying more attention to their body’s skin health (eg using more specialized products, added extra steps to body cleansing routine) compared to a year ago.

Future market trends in the US bath and shower products industry

While price hikes due to inflation could lead to some shoppers to trade down to less-expensive brands, category players that are open and transparent with consumers about price increases could earn long-term loyalty.

As global concerns over clean water supplies and shortages intensify, cutting back on water will become a greater focus for more people. Given the significant amount of water a typical bath routine requires, expect some consumers to forgo bathing rituals to help reduce their water footprint, creating challenges for bath product brands.

Consumers’ intention to use hand sanitizers regularly post-COVID-19 creates ongoing opportunities to innovate in a space that has often been overlooked.

Read on to discover more about the US Soap, Bath and Shower Products consumer market, read our US Beauty Devices Market Report 2021, or take a look at our other Beauty, Cosmetics and Toiletries Market research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the soap, bath and shower products market.
  • How usage trends impact the soap, bath and shower products market.
  • How category players are innovating offerings to stand out from the competition.
  • What consumers want from category players and why.

Covered in this bath and shower products market report

Brands include: Deciem, Colgate, P&G, Unilever, Henkel, Mrs. Meyers, Method, Softsoap, Dial, SC Johnson, PDC Brands, Johnson & Johnson, GOJO INdustries, Dr. Bronner’s Magic Soaps, Touchland, Safeguard Detox, Juliette Ju Shower Gel, Dove, Plus, CeraVe, L’Oréal, Olay, Moen, Kracie, Everist, Thankyou, Flewd, Kosas, Quiet & Roar.

Expert analysis from a specialist in the field

This report, written by Olivia Guinaugh, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis on the soap, bath and shower products market, to highlight current trends and add expert context to the numbers.

After experiencing skyrocketing growth in 2020 due to stockpiling behaviors, SBS sales are expected to decline in 2021, which is a reflection of the market rebalancing itself. However, market sales are not expected to return to pre-pandemic levels, thanks to a renewed focus on hygiene and wellness. Consumers’ intention to continue using hand sanitizer on a regular basis, even post-pandemic, will also help maintain the market’s momentum. Further growth can be driven by incorporating benefits related to skin health, helping brands earn a spot in engaged BPC consumers’ cleansing routines.
Olivia Guinaugh, Personal Care Analyst
Olivia Guinaugh
Senior Beauty and Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • COVID-19: US context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of soap, bath and shower products market, at current prices, 2016-26
      • Figure 2: Category outlook, 2022-27
    • Opportunities and challenges
    • The pandemic has left lasting changes on hand hygiene
      • Figure 3: Usage of hand sanitizer, any hand sanitizer (net), 2020-21
    • Help consumers adapt to a water-scarce world
      • Figure 4: I’m trying to take shorter showers to help conserve water, 2021
    • Focus NPD on skin health
    • Growing concerns over inflation will accelerate value-driven behaviors
    • Use solid formats to solidify loyalty with young consumers
      • Figure 5: Usage of bar soap, by age, 2021
    • Go beyond expectations by bringing sensorial elements into play
      • Figure 6: Trial and interest in select innovations, 2021
    • Key consumer insights
  3. Market Size and Forecast

    • The SBS market rebalances itself after seeing skyrocketing growth in 2020
      • Figure 7: Total US sales and fan chart forecast of soap, bath and shower products market, at current prices, 2016-26
      • Figure 8: Total US retail sales and forecast of soap, bath and shower products, at current prices, 2016-26
  4. Segment Performance

    • Liquid body wash continues to see gains; bar soap may make a comeback
    • Hand soap and sanitizer sales are not expected to return to pre-pandemic levels
    • Bath products are small yet strong players…for now
      • Figure 9: Total US retail sales and forecast of soap, bath and shower products, by segment, at current prices, 2016-26
  5. Market Factors

    • New COVID-19 variants add fuel to hand soap and sanitizer demand
    • Growing concerns over inflation will accelerate value-driven behaviors
      • Figure 10: Consumer Price Index change from previous period, 2007-21
    • Be transparent about price hikes
      • Figure 11: Instagram post from Deciem, 2022
  6. Market Share/Key Players

    • Companies with legacy brands see gains
    • SC Johnson is feeling the effects from inflation
    • Sales of soap, bath and shower products by company
      • Figure 12: Multi-outlet sales of soap, bath and shower products, by leading companies, rolling 52 weeks 2020 and 2021
  7. Competitive Strategies and Market Opportunities

    • Hand over beauty benefits to the hand care space
      • Figure 13: Instagram post about Touchland Glow Mist, 2022
      • Figure 14: Safeguard Detox Blue Ginger Purifying and Moisturizing Foaming Hand Wash
    • Drive loyalty with elevated sustainability initiatives
      • Figure 15: Eco-ethical claims in new soap, bath and shower product launches, 2016-17 vs 2020-21
      • Figure 16: Instagram posts about Juliette Ju shower gels and Dove refillable body wash, 2022 and 2021
      • Figure 17: TikTok posted by Plus, 2021
    • Focus NPD on skin health
    • Use tech to elevate skin health initiatives
  8. The Soap, Bath and Shower Product Consumer – Fast Facts

  9. Usage of Liquid Shower Products and Bar Soap

    • Usage of liquid shower products and bar soap remains consistent
      • Figure 18: Olay’s Nighttime Rinse-off Body Conditioner with Retinol
      • Figure 19: Usage of liquid shower products and bar soap, 2019-21
    • Solidify loyalty with younger consumers with solid formats
      • Figure 20: Usage of liquid shower products and bar soap, by age, 2021
    • Emphasizing the emotive benefits of scent resonates with young men
      • Figure 21: Instagram post from Method, 2020
      • Figure 22: Usage of liquid shower products and bar soap, by gender, 2021
  10. Usage of Hand Cleansing Products

    • The pandemic has left lasting changes on hand hygiene
      • Figure 23: Usage of hand cleansing products, any hand sanitizer (net), 2020-21
    • Use customization to boost hand sanitizer usage among Gen Z
      • Figure 24: Usage of hand cleansing products, any hand sanitizer (net), by age, 2021
  11. Usage of Bath Products

    • The popularity around bathing rituals will be short-lived
      • Figure 25: Usage of bath products, any bath product (net), 2017-21
      • Figure 26: Moen Aromatherapy Combination Hand Shower
    • Millennials’ interest in bathing conflicts with their interest in sustainability
      • Figure 27: Usage of bath products, by age, 2021
    • Renovate messaging on bath products to focus on benefits, not gender
      • Figure 28: Usage of bath products, any bath product (net), by gender, 2021
  12. Benefits Sought from Body Cleansing

    • Don’t underestimate the importance of scent
      • Figure 29: Benefits sought from body cleansing, 2021
    • Leverage a health-focused positioning to better reach mature audiences
      • Figure 30: Select benefits sought from body cleansing, by age, 2021
    • Think “outside the box” to better reach men
      • Figure 31: Kracie Dumbbell Body Soap for Men
      • Figure 32: Select benefits sought from body cleansing, by gender, 2021
  13. Attitudes and Behaviors toward Soap, Bath and Shower Products

    • Elevate the category’s association with skin health
      • Figure 33: Select attitudes and behaviors toward soap, bath and shower products, 2021
    • Put a more medicinal spin on SBS products
      • Figure 34: I sometimes take cold showers/baths for health benefits, 2021
    • Help consumers adapt to water shortages
      • Figure 35: I’m trying to take shorter showers to help conserve water, 2021
      • Figure 36: Everist Waterless Body Wash Concentrate, 2021
      • Figure 37: L’Oréal’s waterloop factories and Water Saver innovation
      • Figure 38: Thankyou. Soothing Body Bar
    • Create sleep-improving rituals to win over Gen Z shoppers
      • Figure 39: Instagram post from Flewd, 2021
      • Figure 40: Select attitudes and behaviors toward soap, bath and shower products, by age, 2021
    • Address unmet needs in the SBS space
      • Figure 41: Select attitudes and behaviors toward soap, bath and shower products, by race and Hispanic origin, 2021
  14. Retailers Shopped

    • SBS shoppers prioritize one-stop shops
      • Figure 42: Retailers shopped, 2021
  15. Shopping Behaviors

    • Most consumers stick with the same brands…for now
      • Figure 43: Shopping behaviors, 2021
    • Social media and sustainability are essential for reaching young shoppers
      • Figure 44: Select shopping behaviors, by age, 2021
  16. Trial and Interest in Innovations

    • Boost market sales with health-focused innovations
      • Figure 45: Trial and interest in select innovations, 2021
    • Be inspired by ingredients making inroads in facial skincare
      • Figure 46: Kosas Good Body Skin AHA + Enzyme Exfoliating Wash
    • Go beyond expectations by bringing sensorial elements into play
      • Figure 47: Instagram posts from Quiet & Roar, 2021
      • Figure 48: Trial and interest in select innovations, 2021
  17. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  18. Appendix – The Market

      • Figure 49: Total US retail sales and forecast of soap, bath and shower products, at inflation-adjusted prices, 2016-26
      • Figure 50: Total US retail sales and forecast of soap, bath and shower products, by segment, at current prices, 2016-26
      • Figure 51: Average annual household spending on soap, bath and shower products, 2016-21
      • Figure 52: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2019 and 2021
      • Figure 53: Total US retail sales and forecast of bar soap, at current prices, 2016-26
      • Figure 54: Total US retail sales and forecast of bar soap, at inflation-adjusted prices, 2016-26
      • Figure 55: Total US retail sales and forecast of liquid body wash, at current prices, 2016-26
      • Figure 56: Total US retail sales and forecast of liquid body wash, at inflation-adjusted prices, 2016-26
      • Figure 57: Total US retail sales and forecast of liquid hand soap, at current prices, 2016-26
      • Figure 58: Total US retail sales and forecast of liquid hand soap, at inflation-adjusted prices, 2016-26
      • Figure 59: Total US retail sales and forecast of bath fragrances/bubble bath, at current prices, 2016-26
      • Figure 60: Total US retail sales and forecast of bath fragrances/bubble bath, at inflation-adjusted prices, 2016-26
      • Figure 61: Total US retail sales and forecast of hand sanitizers (excluding wipes), at current prices, 2016-26
      • Figure 62: Total US retail sales and forecast of hand sanitizers (excluding wipes), at inflation-adjusted prices, 2016-26
      • Figure 63: Total US retail sales of soap, bath and shower products, by channel, at current prices, 2016-21
      • Figure 64: Total US retail sales of soap, bath and shower products, by channel, at current prices, 2019 and 2021
      • Figure 65: US supermarket sales of soap, bath and shower products, at current prices, 2016-21
      • Figure 66: US drugstore sales of soap, bath and shower products, at current prices, 2016-21
      • Figure 67: US sales of soap, bath and shower products through other retail channels, at current prices, 2016-21
  19. Appendix – Key Players

      • Figure 68: Multi-outlet sales of bar soap, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 69: Multi-outlet sales of liquid body wash, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 70: Multi-outlet sales of liquid hand soap, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 71: Multi-outlet sales of bath fragrances/bubble bath, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 72: Multi-outlet sales of hand sanitizers (excluding wipes), by leading companies and brands, rolling 52 weeks 2020 and 2021

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.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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