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MARKET DYNAMICS
- Market context
- The US is expected to have grown by 2.3% in Q4 2024
- Graph 1: quarterly real GDP growth, 2021-24
- Annual inflation slightly rose in November
- Graph 2: headline CPI and core CPI, 2021-24
- Consumer sentiment fell by 4% from December
- Graph 3: consumer sentiment index, 2022-25
- Nearly 45% of consumers have seen their financial situations change for the better in the past year
- Graph 4: change in financial situation over the past 12 months, 2023 and 2024
- Households’ outlooks on their personal finances remains bullish
- Graph 5: income growth in the past 12 months, by financial outlook, 2024
- Graph 6: opinions on financial future, 2024
- Market drivers
- Drugstore downturn offers opportunities for new channels of distribution
- US: total retail sales of soap, bath and shower products, by channel, at current prices, 2019-24
- Like macro BPC, premium brands find success in mass retailers
- Traditional department stores like Nordstrom focus on “young adult” collections
- MoCRA: short-term hurdles, long-term trust
- Small sustainable brands face challenges in 2024
- Market size and forecast
- Retail sales and forecast of soap, bath and shower products
- US – value fan chart: total market
- Retail sales and forecast of soap, bath and shower products, at current prices
- Retail sales and forecast of soap, bath and shower products, at inflation-adjusted prices
- Household spend on SBS +40% since 2019
- Market segmentation
- Liquid body wash drives forecasted growth
- Graph 7: total retail sales and forecast of soap, bath and shower products, by segment, at current prices, 2019-29
- US: total retail sales and forecast of soap, bath and shower products, by segment, at current prices, 2019-29
- Market share/brand share
- P&G, SC Johnson and Naterra see double-digit growth in MULO
- Dr. Squatch gains in the bar soap segment
- Procter & Gamble sees success with body wash portfolio
- Skin-first even in the mass market
- Colgate-Palmolive’s Softsoap stays on top
- Private label bath products gain significant market share
- Purell remains a go-to in the sanitizer space
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Market sizing and forecast charts
- US: total retail sales of soap, bath and shower products, by segment, at current prices, 2022 and 2024
- US: total retail sales and forecast of bar soap, at current prices, 2019-29
- US: total retail sales and forecast of bar soap, at inflation-adjusted prices, 2019-29
- US: value, average price and volume of multi-outlet bar soap sales, 2019-23
- US: total retail sales and forecast of liquid body wash, at current prices, 2019-29
- US: total retail sales and forecast of liquid body wash, at inflation-adjusted prices, 2019-29
- US: value, average price and volume of multi-outlet liquid body wash sales, 2019-23
- US: total retail sales and forecast of liquid hand soap, at current prices, 2019-29
- US: total retail sales and forecast of liquid hand soap, at inflation-adjusted prices, 2019-29
- US: value, average price and volume of multi-outlet liquid hand soap sales, 2019-23
- US: total retail sales and forecast of bath fragrances/bubble bath, at current prices, 2019-29
- US: total retail sales and forecast of bath fragrances/bubble bath, at inflation-adjusted prices, 2019-29
- US: value, average price and volume of multi-outlet bath fragrances/bubble bath sales, 2019-23
- US: total retail sales and forecast of hand sanitizers, at current prices, 2019-29
- US: total retail sales and forecast of hand sanitizers, at inflation-adjusted prices, 2019-29
- US: value, average price and volume of multi-outlet hand sanitizer sales, 2019-23
This Market Dynamics report features market data extracted from Mintel’s US Soap, Bath and Shower Products Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the US cosmetics market. The full US report is available to purchase here.
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