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- A Year of Innovation in the Soap, Bath and Shower Products Market 2023
Explore the latest innovations across the soap, bath and shower products market in 2023. Our global trends market report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.
Innovation in Soap, Bath and Shower Products – EMEA
The soap, bath and shower (SBS) category has been innovating to improve its eco-credentials for years. The fastest growing and most prevalent claims include eco-friendly packaging and vegan products. A gap exists for more product innovation around refillable products, given notable consumer interest, but only limited NPD.
- 85% of Italian consumers would like to see more refillable SBS products.
Innovation in Soap, Bath and Shower Products – APAC
In India, consumers are frequent users of bar soap. Brands can encourage the uptake of shower gel by blurring products with facial skincare. Brands can continue to embrace ‘skinification’ trends and call out the use of both familiar and emerging facial skincare ingredients and textures. Skincare-focused claims are limited in the SBS category, highlighting an opportunity for new product development.
Innovation in Soap, Bath and Shower Products – Americas
In North America, there is a growing consumer interest in reducing water waste. Waterless SBS products/formats (eg tablets, powders, bars) have increased, but they remain niche; most SBS products still contain water. Considering consumer interest in water-conserving SBS routines, there is an opportunity for brands to be trailblazers in this space.
- Over a third of US SBS users are trying to take shorter showers to help conserve waters, highlighting a growing consumer interest in water conservation.
Purchase our full report to learn more about the innovation trends shaping the SBS industry. Readers of this report may also be interested in Mintel’s Future of Soap, Bath and Shower Products 2023.
Expert Analysis from a BPC Industry Specialist
This report, written by Dionne Officer, a leading BPC innovation analyst, delivers in-depth commentary and analysis to highlight trends in the global soap, bath and shower products market and add expert context to the numbers.
‘Skinification’ trends continue to impact the SBS category and spur NPD. Opportunities exist to better meet demand for refills and further segment wellbeing concepts.
Dionne Officer
Research Analyst – BPC Innovation
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: refill innovation is lacking despite consumer interest
- Graph 1: soap, bath and shower* launches making a refill claim, by price positioning, 2018-19 vs 2022-23
- Europe: wellness trends hold strong in SBS and can expand
- Graph 2: soap, bath and shower launches by aromatherapy claims, 2018-19 vs 2022-23
- The Middle East & Africa (MEA)
- Graph 3: soap, bath and shower launches by top three most established claims, 2022-23
- Graph 4: soap, bath and shower launches by top three fastest-growing claims, 2018-19 vs 2022-23
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Asia Pacific (APAC)
- Asia: emphasise long-lasting fragrances
- Graph 5: soap, bath and shower launches with fragrance-free claims, 2022-23
- Asia: facial skincare concepts continue to influence SBS innovation
- Graph 6: soap, bath and shower launches by beauty-enhancing claims, 2018-19 vs 2022-23
- Australia & New Zealand (ANZ)
- Graph 7: soap, bath and shower launches by the top three most established claims, 2022-23
- Graph 8: soap, bath and shower launches by top three fastest growing claims, 2018-19 vs 2022-23
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the americas
- North America: meet consumer interest in reducing water use
- Graph 9: soap, bath and shower* launches by select formats/textures, 2018-19 vs 2022-23
- North America: skin health themes prevail
- Graph 10: soap, bath and shower launches by select claims that convey skincare/skin health, 2018-19 vs 2022-23
- Latin America: eco claims continue to see growth
- Graph 11: soap, bath and shower launches by the top three fastest growing claims, 2018-19 vs 2022-23
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