SOAP, BATH AND SHOWER PRODUCTS-US-FEBRUARY 2018

SOAP, BATH AND SHOWER PRODUCTS-US-FEBRUARY 2018

Feb 2018 Mintel Personal CareN/A Price :
$ 3995
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. The inclusion of premium and therapeutic benefits has also helped boost sales of liquid body wash and bath products. Looking ahead, product launches centered on convenience and personalization may help accelerate growth.
Table of contents
OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The market
Market continues to grow slowly
Figure 1: Total US sales and fan chart forecast of soap, bath, and shower products, at current prices, 2012-22
The issues
Liquid options cannibalize bar soap sales
Figure 2: Total US retail sales of soap, bath, and shower products, by select segments, at current prices, 2015 and 2017
Hand sanitizers see largest sales drop
Figure 3: Multi-outlet sales of hand sanitizers, by select leading companies and brands, rolling 52 weeks 2016 and 2017
Older men express below-average interest in anything beyond the basics
Figure 4: Interest in select product innovations, by age and gender, November 2017
The opportunities
Therapeutic and wellbeing benefits may increase bath product usage
Figure 5: Usage frequency of bath products, November 2017
Smelling good is key for men
Figure 6: Interest in deodorizing and long-last scent benefits, by gender, November 2017
Innovations focused on convenience and personalization have potential
Figure 7: Interest in in-shower moisturizers and personalized products, by gender, November 2017
What it means
THE MARKET WHAT YOU NEED TO KNOW
Slow, yet steady growth expected to continue
Body wash and bath products grow, while bar soap and hand sanitizer decline
The need to destress may lead to more baths
Population and economic trends encourage market; family declines temper growth
MARKET SIZE AND FORECAST
Slow, yet steady growth expected to continue
Figure 8: Total US sales and fan chart forecast of soap, bath, and shower products, at current prices, 2012-22
Figure 9: Total US sales and forecast of soap bath and shower products, at current prices, 2012-22
MARKET BREAKDOWN
Liquid body wash accounts for nearly half of category sales
Struggling sales for bar soap and hand sanitizers
Bath products segment is a small, yet strong player
Figure 10: Share of soap, bath, and shower products sales, by segment, 2017 (est)
Other retailers continue to dominate the market
Figure 11: Total US retail sales of soap, bath, and shower products, by channel, at current prices, 2012-17
MARKET PERSPECTIVE
The need to destress may lead to more baths
MARKET FACTORS
Growing female population is encouraging for market
Figure 12: Female population by age, 2013-23
Positive economic indicators could boost sales for premium brands
Figure 13: Consumer Sentiment Index, January 2007-December 2017
Decline in households with children may lead to market struggles
Figure 14: Households, by presence of own children, 2007-17
KEY PLAYERS WHAT YOU NEED TO KNOW
Mixed results for leading category players
Natural and environmentally-friendly brands experience gains
Scent-related benefits and flagship brands reach men
Bath products capitalize on therapeutic and wellbeing attributes
Hand sanitizers see largest sales drop
Adults trade in bar soap for liquid options
Bath product formats inspire shower product launches
Personalized products are trending
COMPANY AND BRAND SALES OF SOAP, BATH, AND SHOWER PRODUCTS
PDC Brands experience strongest gains
Struggling segments lead to declines for Colgate-Palmolive
Manufacturer sales of soap, bath, and shower products
Figure 15: MULO sales of soap, bath, and shower products, by leading companies, rolling 52 weeks 2016 and 2017
WHATS WORKING?
Natural and environmentally-friendly brands experience gains
Figure 16: MULO sales of Dr. Bronners bar soap, Method liquid body wash, Shea Moisture liquid body wash and Me! Bath bath products, rolling 52 weeks 2016 and 2017
Scent-related benefits and flagship brands reach men
Bath products capitalize on therapeutic and wellbeing attributes
WHATS STRUGGLING?
Hand sanitizers see sales drop
Figure 17: Multi-outlet sales of hand sanitizers, by leading companies and brands, rolling 52 weeks 2016 and 2017
Adults trade in bar soap for liquid options
Figure 18: MULO sales of select Dove products, rolling 52 weeks 2016 and 2017
WHATS NEXT?
Bath product formats inspire shower product launches
Personalized products are trending
THE CONSUMER WHAT YOU NEED TO KNOW
Use of bar soap declines, while use of liquid body wash rises
Adults prefer to shower, resulting in low bath product usage
Liquid hand soap is an essential, hand sanitizers are used occasionally
Added benefits are nearly as important as functional benefits
Adults tend to stick to products they know
Shoppers seek familiar ingredients
Innovations focused on convenience and personalization are key
Attitudes vary, but some care about sustainability
BODY CLEANSING PRODUCT USAGE AND FREQUENCY
Bar soap usage declines, while use of liquid body wash rises
Figure 19: Percentage of households using bar soap and body wash, April 2012-May 2017
Figure 20: Usage of bar soap and shower products, November 2017
Liquid body wash and bar soap are hygiene staples
Figure 21: Usage frequency of bar soap and shower products, November 2017
Women, young adults drive usage of body wash
Figure 22: Usage of bar soap and body wash, by gender and age, November 2017
Hispanic adults use more than just the essentials
Figure 23: Usage of body scrubs and in-shower moisturizer, by Hispanic origin, November 2017
BATH PRODUCT USAGE AND FREQUENCY
Adults prefer to shower, resulting in low bath product usage
Figure 24: Usage of bath products, November 2017
Most adults report occasional usage of bath products
Figure 25: Usage frequency of bath products, November 2017
Bath product usage driven by younger women
Figure 26: Usage of bath products, by gender and age, November 2017
HAND CLEANSING PRODUCT USAGE AND FREQUENCY
Liquid hand soap is an essential; hand sanitizers used occasionally
Figure 27: Usage of hand cleansing products, November 2017
Figure 28: Usage frequency of hand cleansing products, November 2017
Age and parental status drive hand sanitizer usage
Figure 29: Usage of liquid hand soap and hand sanitizer, by age and parental status, November 2017
Hispanics are above-average users of hand sanitizers
Figure 30: Usage of liquid hand soap and hand sanitizer, by Hispanic origin, November 2017
PRODUCT BENEFITS
Added benefits are nearly as important as functional benefits
Figure 31: Benefits sought in soap, bath and shower products, November 2017
Deodorizing and intensive moisture are essential
Figure 32: TURF analysis Product benefits, November 2017
Methodology
Women seek many benefits, while men just want to smell good
Figure 33: Importance of select product benefits, by gender, November 2017
The impact of added benefits declines with age
Figure 34: Importance of select product benefits, by age, November 2017
Black and Hispanic adults associate scent with cleanliness
Figure 35: Importance of deodorizing and long-lasting scent, by race and Hispanic origin, November 2017
SHOPPING BEHAVIORS
Adults tend to stick to products they know
Ethical claims appeal to niche set of shoppers
Figure 36: Shopping behaviors, November 2017
Women explore product options, men stick with what they know
Figure 37: Shopping behaviors, by gender, November 2017
Young adults explore options and invest time in selection process
Figure 38: Select shopping behaviors, by age, November 2017
Hispanics and young adults have similar shopping behaviors
Figure 39: Select shopping behaviors, by Hispanic origin, November 2017
AWARENESS OF INGREDIENTS
Adults seek familiar ingredients
Figure 40: Ingredient awareness, November 2017
Parents and Black adults seek familiar ingredients
Figure 41: Have heard of and look for select ingredients, by parental status and Black race, November 2017
PRODUCT INNOVATIONS
Innovations focused on convenience and personalization are key
Figure 42: Interest in product innovations, November 2017
Women and younger adults report interest in innovations
Figure 43: Interest in product innovations, by age and gender, November 2017
Hispanic adults report above-average interest in product innovations
Figure 44: Interest in select product innovations, by Hispanic origin, November 2017
ATTITUDES TOWARD SOAP, BATH, AND SHOWER PRODUCTS
Adults express mixed attitudes towards products
Figure 45: Attitudes toward soap, bath, and shower products, November 2017
Age reveals differences in attitudes
Figure 46: Attitudes toward soap, bath, and shower products, by gender and by age, November 2017
Parents agree baby products are gentler
Figure 47: Select attitudes toward soap, bath, and shower products, by parental status, November 2017
Hispanics and parents align
Figure 48: Select attitudes toward soap, bath, and shower products, by Hispanic origin, November 2017
APPENDIX DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
APPENDIX THE MARKET
Figure 49: Total US retail sales and forecast of soap, bath and shower products, at inflation-adjusted prices, 2012-22
Figure 50: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2015 and 2017
Figure 51: Total US retail sales and forecast of bar soap, at current prices, 2012-22
Figure 52: Total US retail sales and forecast of liquid body wash, at current prices, 2012-22
Figure 53: Total US retail sales and forecast of liquid hand soap, at current prices, 2012-22
Figure 54: Total US retail sales and forecast of bath fragrances/bubble bath, at current prices, 2012-22
Figure 55: Total US retail sales and forecast of hand sanitizers, at current prices, 2012-22
Figure 56: Total US retail sales of soap, bath and shower products, by channel, at current prices, 2015 and 2017
APPENDIX KEY PLAYERS
Figure 57: Multi-outlet sales of bar soap, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 58: Multi-outlet sales of liquid hand soap, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 59: Multi-outlet sales of bath fragrance/bubble bath, by leading companies and brands, rolling 52 weeks 2016 and 2017

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