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Soap, Bath and Shower Products - US - February 2019

"The soap, bath, and shower products market continues to experience slow, yet steady growth, benefiting from strong liquid body wash sales that are compensating for struggles in the bar soap segment. Market growth can also be partially attributed to the inclusion of premium and therapeutic benefits found in liquid body wash and bath products."
- Olivia Guinaugh, Home & Personal Care Analyst

This Report looks at the following areas:

  • Liquid body wash continues to cannibalize bar soap sales 
  • Routine-driven shopping behaviors indicate challenges for brands 
  • Older adults express below-average interest in anything beyond the basics

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Market is expected to continue slow, but steady growth
            • Figure 1: Total US sales and fan chart forecast of soap, bath, and shower products, at current prices, 2013-23
          • The issues
            • Liquid body wash continues to cannibalize bar soap sales
              • Figure 2: Total US retail sales and forecast of bar soap and liquid body wash, by segment, at current prices, 2013-18
            • Routine-driven shopping behaviors indicate challenges for brands
              • Figure 3: Select shopping behaviors, December 2018
            • Older adults express below-average interest in anything beyond the basics
              • Figure 4: Usage and/or interest in select product innovations, by age, December 2018
            • The opportunities
              • Most products experienced an increase in usage
                • Figure 5: Usage of select soap, bath, and shower products, November 2017 and December 2018
              • Bath products capitalize on emotional wellbeing claims
                • Figure 6: Usage frequency of bath products and select reason for using bath products more frequently, December 2018
              • Shifting population trends represent opportunities
                • Figure 7: Wish there were more products for my skin type, by race and Hispanic origin, December 2018
              • What it means
              • The Market – What You Need to Know

                • Market expected to maintain steady growth through 2023
                  • Body wash, bath products, and hand sanitizers grow, while bar soap declines
                    • Bath products transform bathing into wellness ritual
                      • Population trends can impact market
                      • Market Size and Forecast

                        • Market expected to maintain steady growth through 2023
                          • Figure 8: Total US sales and fan chart forecast of soap, bath, and shower products, at current prices, 2013-23
                          • Figure 9: Total US retail sales and forecast of soap, bath, and shower products, at current prices, 2013-23
                      • Market Breakdown

                        • Liquid body wash grows while bar soap struggles
                          • Small segments see large gains
                            • Figure 10: Total US retail sales and forecast of soap, bath, and shower products, by segment, at current prices, 2013-18
                        • Market Perspective

                          • Bath products transform bathing into wellness ritual
                            • Figure 11: Reasons for using bath products more frequently, December 2018
                        • Market Factors

                          • US population continues to become more diverse
                            • Figure 12: Distribution of generations by race and Hispanic origin, 2018
                          • An aging population can lead to market challenges
                            • Figure 13: Population aged 18 or older, by age, 2013-23
                        • Key Players – What You Need to Know

                          • Unilever continues to dominate; PDC Brands experience strongest gains
                            • Instagrammable bath products and CBD products take the spotlight
                              • Therapeutic bath products and products made for men experience gains
                                • Liquid body wash cannibalizes bar soap
                                  • Market expects sleep-improving, ethnic-focused products, and new hand sanitizers
                                  • Company and Brand Sales of Soap, Bath, and Shower Products

                                    • Unilever continues to dominate; PDC Brands experience strongest gains
                                      • Struggling segments lead to declines for Henkel
                                        • Manufacturer sales of soap, bath, and shower products
                                          • Figure 14: Multi-outlet sales of soap, bath, and shower products, by leading companies, rolling 52 weeks 2017 and 2018
                                      • What’s In?

                                        • Instagrammable bath products add a splash of fun to bathing
                                          • Figure 15: Mentions of #bathart on social media, Instagram, 2016-18
                                        • Products infused with CBD oil holds the spotlight
                                          • Bath products capitalize on emotional wellbeing claims
                                            • Convenience and scent are key for reaching men
                                            • What’s Struggling?

                                              • Liquid body wash cannibalizes bar soap
                                                • Figure 16: Percentage of households using bar soap and body wash, April 2012-June 2018
                                            • What’s Next?

                                              • SBS products are tapping into sleep disturbance causes
                                                • Shifting population trends will force brands to expand product offerings
                                                  • Figure 17: Procter & Gamble: The Talk, July 2017
                                                • The next generation of hand sanitizers
                                                • The Consumer – What You Need to Know

                                                  • Liquid body wash continues to cannibalize bar soap
                                                    • Liquid hand soap usage remains stable; hand sanitizer usage increases
                                                      • The need for self-care drives bath product usage
                                                        • Adults are routine-driven and seek value
                                                          • More than half of adults cleanse in AM; fear of too much showering fades
                                                            • Innovations that support mental wellbeing are appealing to consumers
                                                            • Usage of Liquid Shower Products and Benefits Sought

                                                              • Usage of liquid body wash continues to grow
                                                                • Figure 18: Usage of liquid shower products, November 2017 and December 2018
                                                              • Usage of liquid body wash is mainstream
                                                                • Figure 19: Usage of liquid shower products, by age, December 2018
                                                              • Women are heavier users of liquid products but men offer potential
                                                                • Figure 20: Usage of liquid shower products, by gender, December 2018
                                                              • Black adults and Hispanics use more than just the essentials
                                                                • Figure 21: Usage of liquid shower products, by race and Hispanic origin, December 2018
                                                              • Adults seek more than just functional benefits
                                                                • Figure 22: Purchase influencers sought in liquid body wash/shower gel, December 2018
                                                              • Age reveals limited differences in the importance of natural ingredients
                                                                • Figure 23: Select purchase influencers sought in liquid body wash/shower gel, by age, December 2018
                                                              • Women want more than just functional benefits
                                                                • Figure 24: Select purchase influencers sought in liquid body wash/shower gel, by gender, December 2018
                                                              • Scent and skincare benefits motivate multicultural consumers
                                                                • Figure 25: Select purchase influencers sought in liquid body wash/shower gel, by race and Hispanic origin, December 2018
                                                            • Usage of Bar Soap and Benefits Sought

                                                              • Bar soap usage is on the decline
                                                                • Figure 26: Usage of bar soap, November 2017 and December 2018
                                                              • Older adults stick to bar soap…for now
                                                                • Figure 27: Usage of bar soap, by age, December 2018
                                                              • Men drive usage of bar soap
                                                                • Figure 28: Usage of bar soap, by gender, December 2018
                                                              • Asian and Black consumers could buoy bar soap usage
                                                                • Figure 29: Usage of bar soap, by race and Hispanic origin, December 2018
                                                              • Brand and functional benefits are key purchase influencers
                                                                • Figure 30: Purchase influencers sought in bar soap, December 2018
                                                              • Younger adults value added benefits, while older adults value brand
                                                                • Figure 31: Select purchase influencers sought in bar soap, by age, December 2018
                                                              • Convenience is important to men
                                                                • Figure 32: Select purchase influencers sought in bar soap, by gender, December 2018
                                                              • Black adults seek specialized benefits
                                                                • Figure 33: Select purchase influencers sought in bar soap, by race and Hispanic origin, December 2018
                                                            • Usage of Hand Cleansing Products

                                                              • Usage of hand cleansing products remain stable
                                                                • Figure 34: Usage of hand cleansing products, November 2017 and December 2018
                                                                • Figure 35: Usage frequency of hand cleansing products, December 2018
                                                              • Life stage dictates usage of hand cleansing products
                                                                • Figure 36: Usage of hand cleansing products, by age, December 2018
                                                              • Black and Hispanics drive hand sanitizer usage
                                                                • Figure 37: Usage of hand cleansing products, by race and Hispanic origin, December 2018
                                                            • Usage of Bath Products and Benefits Sought

                                                              • The need for self-care drives bath product usage
                                                                • Figure 38: Usage of bath products, November 2017 and December 2018
                                                                • Figure 39: Usage frequency of bath products, December 2018
                                                              • Young adults seek ways to de-stress, driving their usage of bath products
                                                                • Figure 40: Usage of bath products, by age, December 2018
                                                              • Multicultural adults motivated by skin benefits, experimentation
                                                                • Figure 41: Usage of bath products, by race and Hispanic origin, December 2018
                                                              • Wellbeing attributes are a must for bath products
                                                                • Figure 42: Purchase influencers sought in bath products, December 2018
                                                                • Figure 43: TURF analysis – Purchase influencers – Bath products, December 2018
                                                              • Methodology
                                                                • Older adults seek standard benefits, while younger adults seek more
                                                                  • Figure 44: Select purchase influencers sought in bath products, by age, December 2018
                                                                • Black adults seek products that are gentle and safe on skin
                                                                  • Figure 45: Select purchase influencers sought in bath products, by race and Hispanic origin, December 2018
                                                              • Shopping Behaviors

                                                                • Adults are routine-driven and have positive perceptions of store brands
                                                                  • Environmental concerns remain niche, but can help brands stand out
                                                                    • Figure 46: Shopping behaviors, December 2018
                                                                  • Adults aged 18-24 take a value and eco-friendly approach
                                                                    • Figure 47: Select shopping behaviors, by age, December 2018
                                                                  • Men stick with the familiar, women explore options
                                                                    • Figure 48: Select shopping behaviors, by gender, December 2018
                                                                  • Asians and Hispanics take eco-friendly approach to category
                                                                    • Figure 49: Select shopping behaviors, by race and Hispanic origin, December 2018
                                                                • Attitudes and Behaviors toward Soap, Bath, and Shower Products

                                                                  • Most showering and bathing routines occur in the morning
                                                                    • The fear of stripping away good bacteria is starting to fade
                                                                      • Figure 50: Attitudes and behaviors toward soap, bath, and shower products, December 2018
                                                                    • Younger adults are looking to streamline personal care routines
                                                                      • Figure 51: Select attitudes toward soap, bath, and shower products, by age, December 2018
                                                                    • Men have positive perceptions of bar soap, women use soap for multiple purposes
                                                                      • Figure 52: Select attitudes toward soap, bath, and shower products, by gender, December 2018
                                                                    • There’s a need for more ethnic-focused products
                                                                      • Figure 53: Select attitudes and behaviors toward soap, bath, and shower products, by race and Hispanic origin, December 2018
                                                                  • Usage and Interest in Product Innovations

                                                                    • Innovations that support mental wellbeing are appealing
                                                                        • Figure 54: Usage and/or interest in soap, bath, and shower product innovations, December 2018
                                                                      • Innovations have prime audience among adults aged 18-44
                                                                        • Figure 55: Usage and/or interest in select soap, bath, and shower product innovations, by age, December 2018
                                                                      • Blacks and Hispanics drive interest in innovations
                                                                        • Figure 56: Usage and/or interest in select soap, bath, and shower product innovations, by race and Hispanic origin, December 2018
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Sales data
                                                                          • Fan chart forecast
                                                                            • Consumer survey data
                                                                              • Abbreviations and terms
                                                                                • Abbreviations
                                                                                • Appendix – The Market

                                                                                    • Figure 57: Total US retail sales and forecast of soap, bath, and shower products, at inflation-adjusted prices, 2013-23
                                                                                    • Figure 58: Total US retail sales of soap, bath, and shower products, by segment, at current prices, 2016 and 2018
                                                                                    • Figure 59: Total US retail sales of soap, bath, and shower products, by channel, at current prices, 2013-18
                                                                                    • Figure 60: Total US retail sales of soap, bath, and shower products, by channel, at current prices, 2016 and 2018
                                                                                • Appendix – Key Players

                                                                                    • Figure 61: Multi-outlet sales of bar soap, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                    • Figure 62: Multi-outlet sales of liquid body wash, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                    • Figure 63: Multi-outlet sales of liquid hand soap, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                    • Figure 64: Multi-outlet sales of bath fragrances/bubble bath products, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                    • Figure 65: Multi-outlet sales of hand sanitizers (excluding wipes), by leading companies and brands, rolling 52 weeks 2017 and 2018

                                                                                Soap, Bath and Shower Products - US - February 2019

                                                                                US $4,395.00 (Excl.Tax)