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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Soap, Bath and Shower Products - US market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • The need for self-care drives bath product usage, but showering is still more common
  • Exposure to germs leads to more frequent usage of hand sanitizers
  • Scented SBS products lessen the need for other scented products

Covered in this report

The soap, bath, and shower products market continues to experience slow, yet steady growth due to the functional nature of the category and stable market penetration of liquid options. Although high penetration and strong category competition limit the potential for significant growth, adults continue to seek premium benefits, as well as relaxing and therapeutic claims offered by bath products.

Expert analysis from a specialist in the field

Written by Olivia Guinaugh, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Due to the functional nature of the category, the soap, bath, and shower products market continues to experience slow, yet steady growth. Growth is being tempered by struggling bar soap sales but gains in liquid and bath products are driving the category forward. Olivia Guinaugh
Beauty and Personal Care Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Market continues to see slow, yet steady growth
            • Figure 1: Total US sales and fan chart forecast of soap, bath and shower products market, at current prices, 2014-24
          • Key trends
            • Liquid soap continues to cannibalize bar soap
              • Figure 2: Percentage of households using bar soap and body wash, April 2013-June 2019
            • The need for self-care drives bath product usage, but showering is still more common
              • Figure 3: Usage of select products and select cleansing habit, December 2018-19
            • Exposure to germs leads to more frequent usage of hand sanitizers
              • Figure 4: Frequency of hand sanitizer usage, December 2019
            • Scented SBS products lessen the need for other scented products
              • Figure 5: Use fragranced SBS products instead of perfume/cologne, by age, December 2019
            • Bathing is no longer reserved for just women
              • Figure 6: Usage of select bath products, by gender, December 2018-19
            • SBS brands need to adapt to a water-scarce world
              • Figure 7: Any interest or usage (net) in products that help save water and trying to use less water, December 2019
            • What it means
            • The Market – What You Need to Know

              • Market continues to see slow, yet steady growth
                • Body wash, bath products and hand sanitizers see gains, while bar soap sales decline
                  • Cleansing routines are being impacted by outside factors
                    • Water scarcity issues and plastic regulations indicate changes for SBS
                    • Market Size and Forecast

                      • Market continues to see slow, yet steady growth
                        • Figure 8: Total US sales and fan chart forecast of soap, bath and shower products market, at current prices, 2014-24
                        • Figure 9: Total US retail sales and forecast of soap, bath and shower products, at current prices, 2014-24
                    • Market Breakdown

                      • Body wash sales keep rising, while bar soap sales keep declining
                        • Bath products and hand sanitizers are small, yet strong players
                          • Figure 10: Total US retail sales and forecast of soap, bath and shower products, by segment, at current prices, 2014-19
                      • Market Perspective

                        • Exposure to germs leads to more frequent usage of hand sanitizers
                          • Figure 11: Frequency of cleansing routines, December 2019
                        • Frequent bathing/showering is driven by more than just cleansing needs
                          • Figure 12: Reasons for showering/bathing more, December 2019
                          • Figure 13: Shower products with bath-like attributes
                        • Skin health motivates young adults to shower/bathe more
                          • Figure 14: Showering/bathing more because of a skin condition, by age, December 2019
                          • Figure 15: Instagram posts from Dove DermaSeries
                        • Haircare trends impact SBS routines
                          • Figure 16: Reasons for showering/bathing less, December 2019
                      • Market Factors

                        • Water scarcity issues create challenges for SBS brands
                          • Figure 17: Instagram post from Unilever
                        • Potential for bans on plastic used in BPC products
                        • Key Players – What You Need to Know

                          • Unilever, SCJ and PDC see gains, but smaller players gain traction
                            • Growing need for self-care benefits bath products; Raw Sugar see gains
                              • Liquid soap continues to cannibalize bar soap
                                • Innovations reduce water and plastic footprints; bathing is also for men
                                • Company and Brand Sales of Soap, Bath and Shower Products

                                  • Unilever dominates, but smaller players gain traction
                                    • SC Johnson and PDC Brands are small, yet strong category players
                                      • Sales of soap, bath and shower products by company
                                        • Figure 18: Multi-outlet sales of soap, bath, and shower products, by leading companies, rolling 52 weeks 2018 and 2019
                                    • What’s In

                                      • The growing need for self-care continues to drive bath product usage
                                        • Who is doing this well?
                                          • Figure 19: Relaxing bath products
                                        • Bathers see value in luxury bath products that provide at-home spa experience
                                          • Figure 20: Lord Jones’s High CBD Formula Bath Salts
                                        • Raw Sugar benefits from strong natural and eco-friendly positioning
                                          • Figure 21: Multi-outlet sales of Raw Sugar products, by segment, rolling 52 weeks 2018 and 2019
                                          • Figure 22: Instagram posts from Raw Sugar
                                      • What’s Out

                                        • Liquid soap continues to cannibalize bar soap
                                          • Figure 23: Percentage of households using bar soap and body wash, April 2013-June 2019
                                          • Figure 24: Multi-outlet sales of bar soap, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                      • What’s Next

                                        • Brands will help consumers adapt to water-scarce world
                                          • Figure 25: Instagram post from EC30
                                        • More solutions to prevent plastic waste
                                          • Who is doing this well?
                                            • Figure 26: Instagram posts from Dove, Ren Clean Skincare and Blueland
                                          • Brands will demolish the gender barrier around bathing
                                            • Figure 27: Bathsculinity video
                                            • Figure 28: introducing MOOD: chill mind & body | American Eagle
                                        • The Consumer – What You Need to Know

                                          • Consumers continue to trade in bar soap for liquid body wash
                                            • Liquid hand soap usage slightly declines; sanitizer usage remains stable
                                              • The need for self-care drives bath product usage
                                                • Added benefits are just as important as functional benefits, if not more
                                                  • Eco-friendliness is expected; scented SBS impact fragrance usage
                                                    • Some adults change SBS routine in order to reduce their water footprint
                                                      • Adults want products that improve skin wellness and are eco-friendly
                                                      • Usage of Liquid Shower Products and Bar Soap

                                                        • Bar and liquid soap are hygiene staples, yet usage is declining
                                                          • Figure 29: Usage of bar soap and liquid shower products, December 2019
                                                          • Figure 30: Percentage of households using bar soap and body wash, April 2013-June 2019
                                                        • Core demographic of bar soap is “aging out”
                                                          • Figure 31: Usage of bar soap and liquid shower products and bar soap, by age, December 2019
                                                        • Women prefer liquid shower products, while men stick with bar soap
                                                          • Figure 32: Usage of bar soap and liquid shower products and bar soap, by gender, December 2019
                                                        • Hispanics use more than just the basics; Black adults stick with bar soap
                                                          • Figure 33: Usage of bar soap and liquid shower products and bar soap, by race and Hispanic origin, December 2019
                                                      • Usage of Hand Cleansing Products

                                                        • Liquid hand soap usage slightly declines; sanitizer usage remains stable
                                                          • Figure 34: Usage of hand cleansing products, November 2017, December 2018 and December 2019
                                                        • Life stage impacts usage of hand cleansing products
                                                          • Figure 35: Usage of hand cleansing products, by age, December 2019
                                                      • Usage of Bath Products

                                                        • The need for self-care drives bath product usage
                                                          • Figure 36: Instagram posts from Deborah Hanekamp
                                                          • Figure 37: Usage of bath products, November 2017, December 2018 and December 2019
                                                        • Young adults are a prime target for bath brands
                                                          • Figure 38: Usage of bath products, by age, December 2019
                                                        • Women aren’t the only ones seeking “me time”
                                                          • Figure 39: Usage of bath products, by gender, December 2018-19
                                                          • Figure 40: Instagram post from Raw Sugar Living
                                                        • Skin benefits, experimentation drives usage among multicultural adults
                                                          • Figure 41: Usage of bath products, by race and Hispanic origin, December 2019
                                                      • Purchase Influencers

                                                        • Added benefits are just as important as functional benefits, if not more
                                                          • Figure 42: Purchase influencers, by rank, December 2019
                                                        • Young adults seek benefits that ease skin concerns
                                                          • Figure 43: Select purchase influencers, any rank (net), by age, December 2019
                                                        • Women want more than just cleansing benefits
                                                          • Figure 44: Select purchase influencers, any rank (net), by gender, December 2019
                                                        • A long-lasting scent is a must for Black and Hispanic adults
                                                          • Figure 45: Select purchase influencers, any rank (net), by race and Hispanic origin, December 2019
                                                      • Attitudes and Behaviors toward SBS Products

                                                        • Eco-ethical and de-stressing products are highly valued
                                                          • Are scented SBS products replacing the need for fine fragrances?
                                                            • Figure 46: Caress 12-Hour Fragrance Body Washes
                                                            • Figure 47: Attitudes and behaviors toward SBS products, December 2019
                                                          • Having sustainability strategies in place is key for reaching young adults
                                                            • Less is more for young adults
                                                              • Figure 48: Select attitudes and behaviors toward SBS products, by age, December 2019
                                                            • Scented products are highly valued by Black and Hispanic adults
                                                              • Figure 49: Select attitudes and behaviors toward SBS products, by race and Hispanic origin, December 2019
                                                          • Cleansing Habits

                                                            • Some adults change routine in order to reduce their water footprint
                                                              • Figure 50: Unilever’s Instagram post
                                                              • Figure 51: Cleansing habits, December 2019
                                                            • Young adults bathe to relax, not cleanse
                                                              • Figure 52: Only take a bath to relax, by age, December 2019
                                                            • Give younger adults another reason to use bath products
                                                              • Figure 53: Healing bath soak and post-workout bath products
                                                          • Usage and Interest in Product Innovations

                                                            • Adults want products that improve skin health and that are eco-friendly
                                                              • Figure 54: Usage and interest in product innovations, December 2019
                                                            • Capture attention of young adults with wellness solutions
                                                              • Figure 55: Usage and interest in select product innovations, any interest or usage (net), by age, December 2019
                                                            • Who is doing this well?
                                                              • Figure 56: Seven7th Sense Sleep Therapy Night Cap Bath Oil
                                                              • Figure 57: Plant Apothecary body washes
                                                          • Appendix – Data Sources and Abbreviations

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

                                                                            • Figure 58: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2017 and 2019
                                                                            • Figure 59: Total US retail sales and forecast of bar soap, at current prices, 2014-24
                                                                            • Figure 60: Total US retail sales and forecast of liquid body wash, at current prices, 2014-24
                                                                            • Figure 61: Total US retail sales and forecast of liquid hand soap, at current prices, 2014-24
                                                                            • Figure 62: Total US retail sales and forecast of bath fragrances/bubble bath, at current prices, 2014-24
                                                                            • Figure 63: Total US retail sales and forecast of hand sanitizers, at current prices, 2014-24
                                                                        • Appendix – Retail Channels

                                                                            • Figure 64: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2017 and 2019
                                                                            • Figure 65: Total US retail sales of soap, bath and shower products, by channel, at current prices, 2014-19
                                                                            • Figure 66: Total US retail sales of soap, bath and shower products, by channel, at current prices, 2017 and 2019
                                                                        • Appendix – Key Players

                                                                            • Figure 67: Multi-outlet sales of liquid body wash, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                            • Figure 68: Multi-outlet sales of liquid hand soap, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                            • Figure 69: Multi-outlet sales of bath fragrances/bubble bath products, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                            • Figure 70: Multi-outlet sales of hand sanitizers, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                                        About the report

                                                                        This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                        • The Consumer

                                                                          What They Want. Why They Want It.

                                                                        • The Competitors

                                                                          Who’s Winning. How To Stay Ahead.

                                                                        • The Market

                                                                          Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                        • The Innovations

                                                                          New Ideas. New Products. New Potential.

                                                                        • The Opportunities

                                                                          Where The White Space Is. How To Make It Yours.

                                                                        • The Trends

                                                                          What’s Shaping Demand – Today And Tomorrow.

                                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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