Soap, Bath and Shower Products - UK - March 2010
- Despite an overall rise in the number of new launches, the soap, bath and shower category accounts for a declining share of beauty and personal care launches. The sector lacks excitement and is failing to engage consumers at the point of purchase with its new launches.
- After a couple of years with no new economy products, the recession spurred a flurry of launches in economy products. The number of economy launches rose from 1% in 2008 to almost 7% in 2009.
- An estimated 17 million (four in ten) adults have looked for special offers on soap, bath and shower products more often since the recession. Around 8 million have bought cheaper products and 5 million have switched to own-label in order to save money.
- Around 5.5 million adults pour products into their own containers to use out of the home at the gym or when travelling, or to display in the bathroom. This could create new opportunities in refill innovation along the lines of the milk industry’s Jug-It or in branded refill bottles.
- A lack of relevance to modern lifestyles means that bar soap and bath additives saw the greatest value sales decline between 2004 and 2009, falling by 8% and 10% respectively. This may be one reason that people give away soap and bath gift sets to charity, because they don’t use half of the products contained within the set. Gift sets should consider substituting bath products for shower and the bar soap for liquid soap.
- More than half of people will shop in one or two places for their soap, bath and shower products. They are most likely to shop in supermarkets or Boots. Together these two channels account for 72% of market sales. This is motivated by convenience and an abundance of special offers.
- Almost nine in ten adults will buy branded products with just over three in ten only buying branded. Those who only buy branded products are motivated by tradition and trust rather than the status symbol of shopping by brands.
- Almost half of adults aren’t much fussed by the products that they use. For these adults, they are functional products. They put little thought or effort into what they buy.
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