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Soap, Bath and Shower Products - US

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Published Date: Dec, 2012
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No of Pages: 129
 
 
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  • Abstract
  • Table of Contents
The U.S. market for soap, bath, and shower products was significantly impacted by the slow economic recovery, which caused declines in 2010 and allowed for only modest growth in 2011 as users traded down to less expensive products or made their existing products last longer. Still, growth is moderately driven by demand for products that provide extra moisturization, as well as fragranced products and antibacterial offerings. Growing demand among men for male-specific personal care brands, which the market continues to meet, has also helped drive sales. Additionally, as Hispanics are significant users of soap and shower products, growth in Hispanic population and spending power should also help drive sales in the coming years. This report features in-depth examination of these factors, as well as close analysis of the following:

  • Competition from outside products that threaten sales of soap and bath products, including skincare moisturizers
  • How body wash products came to be the top segment in the market, and how Unilevers Axe brand has capitalized on the move away from bar soaps
  • The role of grocery stores and mass merchandisers that feature grocery departments in making soap and bath products shopping more convenient
  • Marketing initiatives from the leading body wash brands
  • Innovations in the market that have helped prevent sales declines during a period of economic uncertainty
Scope and Themes

What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary

Market at a glance
Body wash tops segments; bar soaps trail
Unilever leads among four major players
Supermarkets are convenient, but other channels combine for higher sales
Marketing initiatives for body wash target mostly young men
Most respondents use bar as well as liquid soaps
Dove is used most, but brand loyalty is somewhat limited
Beyond moisturization, lather, gentle formulation, and price are valued
It s not a man s worldyet
Blacks report more wide brand usage, interest in moisturization
Insights and Opportunities

Targeting kitchen odors
Mood to order
Inspire Insights

Trend: Premium and Indulgence
Trend: Green Skepticism
Market Size and Forecast

Key points
The economy is slowing down sales growth
Special product attributes, gifting are helping drive sales
Men become increasingly comfortable with extra grooming
Hispanics set to play a bigger role in the market
Soap, bath, and shower products market size and forecast
Figure 1: Total U.S. retail sales and forecast of soap, bath, and shower products, at current prices, 2006-16
Figure 2: Total U.S. retail sales and forecast of soap, bath, and shower products, at inflation-adjusted prices, 2006-16
Fan chart forecast
Sales and forecast of soap, bath, and shower products
Figure 3: Total U.S. sales and fan chart forecast of soap, bath, and shower products, at current prices, 2006-16
Walmart sales
Market Drivers

Key points
Slow economic recovery decelerates growth
Unemployment/underemployment is still high
Figure 4: Unemployment and underemployment, January 2007-October 2011
Consumer confidence fluctuates but remains low in 2012
Figure 5: Consumer confidence, March 2007-November 2011
Moisturizing, gifting, scent, and antibacterial drive sales
Figure 6: Soap purchasing attributes, by gender, January 2012
Figure 7: Types of bar soap used, by gender, July 2010-September 2011
Figure 8: Level of importance by ingredients/qualities, by gender, January 2012
Women mostly prefer these qualities more than men; female population to increase 4.9%
Figure 9: U.S. female population, by age, 2006-16
Increased interest among men
Figure 10: Dove Men + Care television ad, 2011
Figure 11: Soap purchasing attributes, by male gender, January 2012
Figure 12: Male population, by age, 2006-16
Hispanic population/spending power growth will factor heavily in the future
Figure 13: Ownership of soap and bath products, by race/Hispanic origin, January 2012
Figure 14: Population, by race and Hispanic origin, 2006-16
Competitive Context

Skincare moisturizers continue to compete with moisturizing soaps
Private label offers an alternative to pricier national brands
Segment Performance

Key points
Liquid body wash remains the top segment
Bar soap sales fluctuate
Liquid hand soap benefits from consumer concern over spreading germs
Fragrances/bubble bath rebounds in 2011, but sales are down from 2006
Sales of soap, bath, and shower products by segment
Figure 15: Total U.S. retail sales of selected soap, bath, and shower products at current prices, by segment, 2006-16
Segment PerformanceLiquid Body Wash

Key points
Body washes offer benefits beyond bar soap
Sales and forecast of liquid body wash
Figure 16: Total U.S. retail sales and forecast of liquid body wash, at current prices, 2006-16
Segment PerformanceNon-deodorant Bar Soap

Key points
Non-deodorant bar soap rebounds in 2011 with added benefits
Sales and forecast of non-deodorant bar soap
Figure 17: Total U.S. retail sales and forecast of non-deodorant bar soap, at current prices, 2006-16
Segment PerformanceLiquid Hand Soap

Key points
Liquid hand soap grows steadily
Sales and forecast of liquid hand soap
Figure 18: Total U.S. retail sales and forecast of liquid hand soap, at current prices, 2006-16
Segment PerformanceDeodorant Bar Soap

Key point
Deodorant bar soap declines as body wash siphons users
Sales and forecast of deodorant bar soap
Figure 19: Total U.S. retail sales and forecast of deodorant bar soap, at current prices, 2006-16
Segment PerformanceFragrances/Bubble bath

Key points
Growth recovers in estimated 2011, but demand flags
Sales and forecast of fragrances/bubble bath
Figure 20: Total U.S. retail sales and forecast of fragrances/bubble bath, at current prices, 2006-16
Retail Channels

Key points
Supermarkets offer convenience, but other channel sales dominate
Drug stores outpace market growth
Channel sales of soap, bath, and shower products
Figure 21: Total U.S. retail sales of soap, bath, and shower products, by channel, at current prices, 2010 and 2011
Retail ChannelsSupermarkets

Key points
Supermarkets offer convenience, but mass competition hurts growth
Supermarket sales of soap, bath, and shower products
Figure 22: Supermarket sales of soap, bath, and shower products, at current prices, 2006-11
Retail ChannelsDrug Stores

Key points
Drug stores continue to focus on strengths: beauty and personal care
Drug store sales of soap, bath, and shower products
Figure 23: Drug store sales of soap, bath, and shower products, at current prices, 2006-11
Retail ChannelsOther Channels

Key points
Other channels outsell food and drug, but sales fluctuate
Other channel sales of soap, bath, and shower products
Figure 24: Other channel sales of soap. bath and shower products, at current prices, 2006-11
Leading Companies

Key points
Unilever tops the FDMx market with Dove bar soap and Axe body wash
Colgate-Palmolive attains only 1.3% growth
Henkel Group slips 1.4%, as many of its Dial brands decline
Procter & Gamble gains slightly but trails overall
Private label keeps pace with all but Unilever
Leading soap, bath, and shower products companies
Figure 25: FDMx leading soap, bath, and shower products companies, 2010-11
Brand ShareLiquid Body Wash

Key points
Axe maintains the leading edge
Dove TV spot
Figure 26: Dove Body Wash television ad, 2012
Old Spice Red Zone and High Endurance drop, but other Old Spice brands gain
Henkel grows with Right Guard Total Defense 5, Dial NutriSkin
Colgate-Palmolive also grows with Softsoap and Irish Spring
Johnson & Johnson, Beiersdorf increase FDMx sales
Private label sells $54 million through FDMx
Leading liquid body wash brands
Figure 27: FDMx leading liquid body wash brands, 2010-11
Brand ShareNon-deodorant Bar Soap

Key points
Dove helps Unilever maintain its leading role
Ivory flatlines, receives a makeover
Dial NutriSkin doubles sales, other Henkel brands decline
Zest Hydrating Effects fails to help High Ridge Brands grow
Leading non-deodorant bar soap brands
Figure 28: FDMx leading non-deodorant bar soap brands, 2010-11
Brand ShareLiquid Hand Soap

Key points
Softsoap far outsells all other FDMx brands
Dial increases sales but Henkel still declines overall
Lysol Healthy Touch rises, offers innovative dispensing
Private label sells more than national brands
Leading liquid hand soap brands
Figure 29: FDMx leading liquid hand soap brands, 2010-11
Brand ShareDeodorant Bar Soap

Key points
Dial down, likely due to the success of body washes
Irish Spring deodorant bar soap also declines
Safeguard grows slightly but maintains a small presence
Leading deodorant bar soap brands
Figure 30: FDMx leading deodorant bar soap brands, 2010-11
Brand ShareFragrances/Bubble Bath

Key points
Mr. Bubble appeals to kids, Village Naturals to adults
MZB caters to kids
Dr. Teal s reflects potential for bath fragrances to grow
Leading fragrances/bubble bath brands
Figure 31: FDMx leading fragrances/bubble bath brands, 2010-11
Innovations and Innovators

Fragrances continue to be selling point
Natural/botanical ingredients
Targeted personal care
Multipurpose products
Brands and the Advertising Landscape

Overview
Axe
Figure 32: Brand analysis of Axe, 2012
Axe Anarchy TV spot
Figure 33: Axe Anarchy television ad, 2012
Online initiatives
Print and other
Old Spice
Figure 34: Brand analysis of Old Spice, 2012
Old Spice TV spot
Figure 35: Old Spice television ad, 2011
Online initiatives
Print and other
Dial
Figure 36: Brand analysis of Dial, 2012
Dial Triple Moisture TV spot
Figure 37: Dial Triple Moisture television ad, 2012
Online initiatives
Print and other
Purchases/Usage of Soap, Bath, and Shower Products

Key points
More than seven in 10 use bar soap, but nearly seven in 10 use body wash
Figure 38: Ownership of soap and bath products, by gender, January 2012
55+ most likely to buy bar soap, least likely to buy liquid body wash
Figure 39: Ownership of soap and bath products, by age, January 2012
More than half use moisturizing bar soap
Figure 40: Types of bar soap used, by gender, July 2010-September 2011
18-34s most likely to use antibacterial bar soap; those aged 65+ least likely
Figure 41: Types of bar soap used, by age, July 2010-September 2011
Brands of Bar Soap and Body Wash Used

Key points
Dove tops bar soap brands used
Figure 42: Brands of bar soap used, by gender, July 2010-September 2011
Dove is the most-used liquid body wash brand among respondents
Figure 43: Brands of body wash used, by gender, July 2010-September 2011
Dove is also the brand bought most often
Figure 44: Brands most often purchased, January 2012
Brand Loyalty

Key points
More than half report switching between a few preferred brands
Figure 45: Level of loyalty for soap and bath products, January 2012
Most are brand loyal to bar soap, but switch between liquid soap brands
Figure 46: Level of loyalty for soap and bath products, by gender, January 2012
18-24s, seniors less likely than average to switch between brands
Figure 47: Level of loyalty for soap and bath products, by age, January 2012
Lower-household-income respondents least likely to switch between brands
Figure 48: Level of loyalty for soap and bath products, by household income, January 2012
Purchase Locations for Soap and Bath Products

Key points
Most use mass merchandisers for bar/liquid soap purchases
Figure 49: Purchase locations for soap and bath products, January 2012
Lowest-household-income respondents most likely to use dollar stores
Figure 50: Purchase locations for soap and bath products, by household income, January 2012
Preferred Product Attributes

Key points
Moisturization is the top priority
Figure 51: Soap purchasing attributes, by gender, January 2012
$150K+ most likely to gift; $25K or less most likely to buy least expensive
Figure 52: Soap purchasing attributes, by household income, January 2012
Respondents also say lather is important
Figure 53: Level of importance by ingredients/qualities, by gender, January 2012
18-34s most likely to look for cheapest products, exfoliating
Figure 54: Level of importance by ingredients/qualities, by age, January 2012
Men-Specific Products

Key points
More than a third of men say they use men-specific products
Figure 55: Soap purchasing attributes, by male gender, January 2012
Men aged 25-44 use male-centric products most
Figure 56: Soap purchasing attributes, by male gender and age, January 2012
Preferred Soap Fragrances

Key points
Floral, citrus scents are most preferred
Figure 57: Preferred soap fragrances, by gender, January 2012
Preference for citrus- and floral-scented shower products declines with age
Figure 58: Preferred soap fragrances, by age, January 2012
Impact of Race/Hispanic Origin

Key points
Blacks most likely to use a wide range of soap and bath products
Figure 59: Ownership of soap and bath products, by race/Hispanic origin, January 2012
Blacks more likely to use an array of bar soap types
Figure 60: Types of bar soap used, by race/Hispanic origin, July 2010-September 2011
Blacks most likely to use a variety of bar soap brands
Figure 61: Brands of bar soap used, by race/Hispanic origin, July 2010-September 2011
Blacks also the most likely to use a range of body wash brands
Figure 62: Brands of body wash used, by race/Hispanic origin, July 2010-September 2011
Blacks more likely than whites and Hispanics to be loyal to one name brand
Figure 63: Level of loyalty for soap and bath products by race/Hispanic origin, January 2012
Blacks most likely to say extra moisturizing is important
Figure 64: Soap purchasing attributes, by race/Hispanic origin, January 2012
Black men most likely to use men-only soap/body wash
Figure 65: Soap purchasing attributes, by race/Hispanic origin, January 2012
Custom Consumer Groups

Key points
Presence of children translates to higher usage of soap/bath products
Figure 66: Ownership of soap and bath products, by presence of children in the household, January 2012
Respondents with children say a range of product attributes are important
Figure 67: Level of importance by ingredients/qualities, by gender, January 2012
AppendixOther Useful Consumer Tables

Purchases/usage of soap, bath, and shower products
Figure 68: Ownership of soap and bath products, by household income, January 2012
Purchase locations for soap and bath products
Figure 69: Purchase locations for soap and bath products, by gender, January 2012
Figure 70: Purchase locations for soap and bath products, by age, January 2012
Preferred product attributes
Figure 71: Soap purchasing attributes, by age, January 2012
Figure 72: Level of importance by ingredients/qualities, by household income, January 2012
Men-specific products
Figure 73: Soap purchasing attributes, by household income, January 2012
Preferred soap fragrances
Figure 74: Preferred soap fragrances, by household income, January 2012
Impact of race/Hispanic origin
Figure 75: Preferred soap fragrances, by race/Hispanic origin, January 2012
AppendixTrade Associations

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