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Soap, Bath and Shower Products - UK - February 2019

“Although the soap, bath and shower category is under some pressure, there are plenty of bright spots that point the way towards future growth. The success of Baylis & Harding in convincing consumers to upgrade to a more premium product shows that products can still benefit from creating differentiation in the sector. Few mainstream brands have yet to capitalise fully on consumer interest in ethical and environmentally-friendly products, highlighting a way for brands to get ahead of the competition.”
– Hera Crossan, Research Analyst

This report will cover the following areas:

  • Differentiation the key for brands as cuts reach their limit
  • Stressed young men may be a new growth market for bath brands

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Growth accelerates but still muted
                • Figure 1: Best- and worst-case forecast of UK value sales of soap, bath and shower products, 2013-23
              • Companies and brands
                • Dove the big riser in shower and bath
                  • Figure 2: Brand shares in the UK bath and shower market, year ending November 2018
                • Baylis & Harding avoids soap category’s slide
                  • Figure 3: Brand shares in the UK soap market, year ending November 2018
                • The consumer
                  • Older men less invested in SBS
                    • Figure 4: Usage of soap, bath and shower products, by gender, December 2018
                  • Gender gap in bath usage grows with age
                    • Figure 5: Types of washing done, by gender and age, December 2018
                  • Youngest consumers spend longest in both bath and shower
                    • Figure 6: Duration of washing, December 2018
                  • Older people more likely to shower in the morning
                    • Figure 7: Time of washing, December 2018
                  • Men shower to de-stress and relax
                    • Figure 8: Triggers for taking a shower, by gender, December 2018
                  • Baths seen as more pampering and relaxing than showers
                    • Figure 9: Triggers for taking a bath, by gender, December 2018
                  • Men less likely to find handwashing important
                    • Figure 10: Reasons for handwashing, by gender, December 2018
                  • Consumers focused on ingredients
                    • Figure 11: Behaviours around shower, bath and handwashing, December 2018
                  • Consumers want to use less for the environment
                    • Figure 12: Environmental behaviours around soap, bath and shower products, by gender, December 2018
                  • What we think
                  • Issues and Insights

                    • Differentiation the key for brands as cuts reach their limit
                      • The facts
                        • The implications
                          • Stressed young men may be a new growth market for bath brands
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Growth accelerates but still muted
                                  • Shower product sales continue upward trend
                                    • Supermarket domination creates price pressure
                                      • Stress levels may see young people take more baths
                                        • Climate change drives shower usage
                                          • Environmental awareness could trigger future growth
                                          • Market Size and Forecast

                                            • Growth accelerates but still muted
                                              • Figure 13: UK retail value sales of soap, bath and shower products, at current and constant prices, 2013-23
                                            • Forecast for growth limited
                                              • Figure 14: Best- and worst-case forecast of UK value sales of soap, bath and shower products, 2013-23
                                            • Forecast methodology
                                            • Market Segmentation

                                              • Shower product sales continue upward trend
                                                • Figure 15: UK retail value sales of soap, bath and shower products, by segment, 2016-18 (est)
                                              • Bath product sales see stress-driven increase, but soap falls
                                              • Channels to Market

                                                • Supermarket domination creates price pressure
                                                  • Figure 16: Retail value sales of soap, bath and shower products, by outlet type, 2017-18
                                                • Discounters see their market share hold firm, online set to grow
                                                  • Sales through Boots fall after a tough year
                                                  • Market Drivers

                                                    • Aging population could impact market
                                                      • Figure 17: Trends in the age structure of the UK population, 2013-23
                                                    • Stress levels may see young people take more baths
                                                      • Figure 18: Stress experienced in the last 12 months, by age, February 2018
                                                    • Growth in employment creates need for speed in shower and bath
                                                      • Figure 19: Employment trends (thousands), by gender, 2013-23
                                                    • Price wars now a permanent part of retail
                                                      • Figure 20: Attitudes towards price and shopping at discounters, June 2018
                                                    • Rise of online retail could change shoppers’ habits
                                                      • Figure 21: Type of store where the most money is spent in a typical month, September 2016, September 2017 and August 2018
                                                    • Climate change drives shower usage
                                                      • Figure 22: Mean daily maximum temperature for July 2008, 2013 and 2018
                                                    • Environmental awareness could trigger future growth
                                                      • Figure 23: Love Beauty and Planet shower gel range, 2018
                                                    • Shower heads could influence category more
                                                      • Figure 24: Vitaclean HQ Vitamin C and Essential Oils filtered handheld shower head, 2019
                                                  • Companies and Brands – What You Need to Know

                                                    • Dove the big riser in shower and bath
                                                      • Baylis & Harding avoids soap category’s slide
                                                        • Foam-type shower products see NPD rise
                                                          • SBS brands seek to catch vegan trend
                                                            • Differentiated products receive higher share of adspend
                                                              • Carex widely known but lacking differentiation
                                                              • Market Share

                                                                • Dove the big riser in shower and bath
                                                                  • Figure 25: Retail value sales of shower and bath products, by brand, years ending November 2017-18
                                                                • Baylis & Harding avoids soap category’s slide
                                                                  • Figure 26: Retail value sales of soap products, by brand, years ending November 2017-18
                                                              • Launch Activity and Innovation

                                                                • Overall NPD continues to fall
                                                                  • Figure 27: New product development in the UK soap, bath and shower market, by product segment, 2015-18
                                                                • Foam-type shower products see NPD rise
                                                                  • Figure 28: New product launch examples of shower foam/mousse, 2018
                                                                  • Figure 29: Imperial Leather Foamburst x Skinny Dip limited edition launch, May 2018
                                                                • SBS brands lean into unicorn trend
                                                                  • Figure 30: Carex Unicorn Magic limited edition, November 2018
                                                                • Brands seek to catch vegan wave …
                                                                  • Figure 31: New product development in the UK soap, bath and shower market, by launch type, 2015-18
                                                                  • Figure 32: Examples of bar soap launches with ethical-animal claim, 2018
                                                                • … with ethical claims
                                                                  • Figure 33: Top 10 claims in the UK soap, bath and shower products market (based on 2018), 2017-18
                                                                  • Figure 34: Examples of new product launches with environmentally friendly claims, 2018
                                                                • Stress drives aromatherapy claims
                                                                  • Own-label NPD settles at a low level
                                                                    • Figure 35: New product development in the soap, bath and shower market, branded vs own-label, 2015-18
                                                                    • Figure 36: Examples of own-label new product launches, 2018
                                                                  • Unilever leads NPD due to size
                                                                    • Figure 37: New product development in the UK soap, bath and shower market, by ultimate company, 2018
                                                                    • Figure 38: New product and variety/range extension examples, by top 5 ultimate companies, 2018
                                                                    • Figure 39: Love Beauty and Planet UK launch, July 2018
                                                                  • DS3 offers a window into low-water future
                                                                    • Figure 40: DS3 product specs, 2019
                                                                • Advertising and Marketing Activity

                                                                  • Brands continue to shed adspend
                                                                    • Figure 41: Total above-the-line, online display and direct mail advertising expenditure on soap, bath and shower products, by category, 2015-18
                                                                  • Unilever and Colgate-Palmolive back away from SBS advertising
                                                                    • Figure 42: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath and shower products, by leading companies (based on 2018), 2017-18
                                                                  • Johnson & Johnson leads reduced adspend totals
                                                                    • Differentiated products receive higher share of adspend
                                                                      • Figure 43: Recorded above-the-line, online display and direct mail total advertising expenditure on soap, bath, and shower products, by leading brands and others, 2017 vs 2018
                                                                    • TV advertising continues to fall
                                                                      • Figure 44: Recorded above-the-line, online display and direct mail total advertising expenditure on the soap, bath and shower products market, by media type, 2015-18
                                                                    • Notable advertising and marketing activity in 2018
                                                                      • Baylis & Harding targets men
                                                                        • Figure 45: Baylis & Harding’s partnership with Jenson Button, 2018
                                                                      • Radox hits controversy with ‘male’ adjectives
                                                                        • Figure 46: Radox men’s shower gel range, 2018
                                                                        • Figure 47: Dove limited edition bottles on ‘body diversity’, May 2017
                                                                      • Nielsen Ad Intel coverage
                                                                      • Brand Research

                                                                          • Brand map
                                                                            • Figure 48: Attitudes towards and usage of selected brands, December 2018
                                                                          • Key brand metrics
                                                                            • Figure 49: Key metrics for selected brands, December 2018
                                                                          • Baylis & Harding seen as worth paying more for
                                                                            • Figure 50: Attitudes, by brand, December 2018
                                                                          • Mass-market brands all considered accessible
                                                                            • Figure 51: Brand personality – macro image, December 2018
                                                                          • Soap brands suffering from an old-fashioned image
                                                                            • Figure 52: Brand personality – micro image, December 2018
                                                                          • Brand analysis
                                                                            • Simple resonates with higher earners
                                                                              • Figure 53: User profile of Simple, December 2018
                                                                            • Carex widely known but lacking differentiation
                                                                              • Figure 54: User profile of Carex, December 2018
                                                                            • Imperial Leather differentiated – but old-fashioned
                                                                              • Figure 55: User profile of Imperial Leather, December 2018
                                                                            • Sanex struggling for differentiation
                                                                              • Figure 56: User profile of Sanex, December 2018
                                                                            • Baylis & Harding set apart from the rest of the soap category
                                                                              • Figure 57: User profile of Baylis & Harding, December 2018
                                                                            • Palmolive a hit with older consumers
                                                                              • Figure 58: User profile of Palmolive, December 2018
                                                                          • The Consumer – What You Need to Know

                                                                            • Older men less invested in SBS
                                                                              • Youngest consumers spend longest in both bath and shower
                                                                                • Men shower to de-stress and relax
                                                                                  • Men less likely to see washing hands as important
                                                                                    • Consumers focused on ingredients
                                                                                      • Consumers want to use less for the environment
                                                                                      • Usage of Soap, Bath and Shower Products

                                                                                        • Older men less invested in SBS
                                                                                          • Figure 59: Usage of soap, bath and shower products, by gender, December 2018
                                                                                        • Ease of use drives men’s 2-in-1 preference
                                                                                        • Bathroom Routines

                                                                                          • Gender gap in bath usage grows with age
                                                                                            • Figure 60: Types of washing done, by gender and age, December 2018
                                                                                          • Youngest consumers spend longest in both bath and shower
                                                                                            • Figure 61: Duration of washing, December 2018
                                                                                          • Older people more likely to shower in the morning
                                                                                            • Figure 62: Time of washing, December 2018
                                                                                        • Triggers for Shower and Bath Use

                                                                                          • Men shower to de-stress and relax
                                                                                            • Figure 63: Triggers for taking a shower, by gender, December 2018
                                                                                          • Women shower to shave
                                                                                            • Baths seen as more pampering and relaxing than showers
                                                                                              • Figure 64: Triggers for taking a bath, by gender, December 2018
                                                                                          • Reasons for Handwashing

                                                                                            • Men less likely to find handwashing important
                                                                                              • Figure 65: Reasons for handwashing, by gender, December 2018
                                                                                            • Older people believe more in handwashing
                                                                                            • Behaviours around Shower, Bath and Handwashing

                                                                                              • Consumers focused on scent …
                                                                                                • Figure 66: Behaviours around shower, bath and handwashing, December 2018
                                                                                              • … as well as ingredients
                                                                                                • Personal hygiene gets more important with age
                                                                                                  • Seasonal needs prompt routine changes
                                                                                                  • Environmental Behaviours around Soap, Bath and Shower Products

                                                                                                    • Consumer demand for sustainability not being fully met
                                                                                                      • Figure 67: Environmental behaviours around soap, bath and shower products, by gender, December 2018
                                                                                                    • Lush gets naked
                                                                                                      • Figure 68: Lush’s solid product promotion, 2019
                                                                                                    • Consumers want to use less plastic
                                                                                                      • Figure 69: Interest in reducing the number of products used and taking fewer showers/baths, by age, December 2018
                                                                                                    • Refillables present an opportunity
                                                                                                      • Figure 70: Carex refill range banner, 2019
                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                      • Abbreviations
                                                                                                        • Consumer research methodology
                                                                                                          • Forecast methodology

                                                                                                          Soap, Bath and Shower Products - UK - February 2019

                                                                                                          £1,995.00 (Excl.Tax)