“The soap, bath, and shower market can expect to see growth in the next few years due to near universal consumer usage of these products for hygiene maintenance along with a lack of competitive alternatives. However, this market does have some issues it will need to address: private label offerings are slowly starting to grab market share and sales from branded offerings; consumers are expecting more from their soap products; and there is growing concern around the chemicals being used in personal care offerings. Companies and brands will need to explore ways to refocus consumers’ attention on branded offerings, new product benefits, and ways of helping consumers to feel better about the products that they use.”
– Gabriela Mendieta, Home & Personal Care Analyst
Some questions answered in this report include:
- Branded soap, bath, and shower products are slowly losing market share to private label offerings. How can market players reinvigorate interest in branded offerings and reclaim share?
- Consumers now expect more from their soap, bath, and shower products. What are some new areas of exploration for companies and brands to pursue to deliver greater value to consumers?
- How can soap, bath, and shower brands assuage growing consumer concerns about the chemical content used in personal care products?
The U.S. soap, bath, and shower market was mostly untouched by the recession and the overall market has seen steady, strong growth in the past few years. During 2007-12, the category grew by $1 billion and surpassed $5 billion in total sales in 2012. Mintel expects that this market will continue to grow steadily into 2017. Most consumers use these products on a regular if not daily basis to maintain their personal hygiene. The key drivers for overall market growth in the past few years are the strong performance of the body wash segment coupled with the integration of moisturizing and skin enhancing benefits into these products.
Consumers now look to their soap products to deliver not only skin cleansing, but also moisturizing, deodorizing, and exfoliating attributes to name a few. However, though this market has performed well and will continue to grow, consumers are very cost conscious due to current economic circumstances and private label offerings are competing with branded offerings, promoting similar benefits for a lower cost. It will be important that companies and brand continue to integrate new functional and cosmetic benefits in the coming years in order to continue growing the market and to keep consumers engaged with this category.
This report analyzes U.S. sales performance of soap, bath, and shower product sales in the past five years, the market forecast through 2017, and how different factors, such as a product’s claims, have the ability to impact sales and consumer shopping behaviors. Household product usage, specific products purchased in the past year, shopping behaviors, purchase factors, and the influence of current claims on product purchases and interest in newer product attributes are also explored in this report.
The products covered in this report include:
- Liquid body wash
- Bar soap—broken into non-deodorant and deodorant offerings
- Liquid hand soap
- Bath products, including bath fragrance and bubble bath.
This report does not include facial cleansers, body care products, products designed specifically for use on babies, and heavy-duty hand cleansers for use in an industrial setting. Hand sanitizers, as well as shower and bath accompaniments such as loofahs, sponges, bath scrubbers and bath massagers are also excluded from this report.
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