Soap, Bath and Shower Products - US - April 2012
The U.S. market for soap, bath, and shower products was significantly impacted by the slow economic recovery, which caused declines in 2010 and allowed for only modest growth in 2011 as users traded down to less expensive products or made their existing products last longer. Still, growth is moderately driven by demand for products that provide extra moisturization, as well as fragranced products and antibacterial offerings. Growing demand among men for male-specific personal care brands, which the market continues to meet, has also helped drive sales. Additionally, as Hispanics are significant users of soap and shower products, growth in Hispanic population and spending power should also help drive sales in the coming years. This report features in-depth examination of these factors, as well as close analysis of the following:
- Competition from outside products that threaten sales of soap and bath products, including skincare moisturizers
- How body wash products came to be the top segment in the market, and how Unilever’s Axe brand has capitalized on the move away from bar soaps
- The role of grocery stores and mass merchandisers that feature grocery departments in making soap and bath products shopping more convenient
- Marketing initiatives from the leading body wash brands
- Innovations in the market that have helped prevent sales declines during a period of economic uncertainty
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