US Soap, Bath and Shower Products Market March 2013

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Changing habits have shown a decrease in the frequency of bathing and an increase in the frequency of showering, translating to a growth in the shower market. This is driven by time constraints and increased water bills but also an ageing population with mobility issues. Extending the shower category to offer greater benefits to the consumer, or even deliver pampering benefits associated with bathing, could grow the market further.

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US Soap, Bath and Shower Products Market March 2013

  1. 1. Soap, Bath and Shower Products - US - March 2013Countries covered: United StatesChanging habits have shown a decrease in the frequency of bathing and an increase in the frequency ofshowering, translating to a growth in the shower market. This is driven by time constraints and increasedwater bills but also an ageing population with mobility issues. Extending the shower category to offer greaterbenefits to the consumer, or even deliver pampering benefits associated with bathing, could grow the marketfurther.Roshida Khanom, OTC and Personal Care AnalystSome questions answered in this report include: How have changing bathing/showering habits impacted themarket? What are the claims opportunities for market? How is own-label performing in this category? Howimportant are ingredients in this category?table Of Contentintroductiondefinitions excluded methodology consumer Research abbreviationsexecutive Summarythe Market figure 1: Best And Worst-case Forecast Of Uk Retail Value Sales Of Soap,Bath And Shower Products, 2007-17 . 13market Factors companies, Brands And Innovation figure 2:Percentage Share Of New Product Launches In The Uk Deodorants Market, By Top 5 Claims, 2008-12 14figure 3: Manufacturers’ Shares In Value Soap, Bath And Shower Products, Year Ending 1stDecember 2012 .. 15the Consumer figure 4: Soap, Bath And Shower Products Purchased In The Last 6Months, By Gender, November 2012 figure 5: Attitudes Towards Shopping For Soap, Bath And ShowerProducts, November 2012 figure 6: Interest In New Product Attributes, November 2012 what We Thinkissues In The Markethow Have Changing Bathing/showering Habits Impacted The Market? what Are TheClaims Opportunities For Market? how Is Own-label Performing In This Category? how Important AreIngredients In This Category? trend Applicationtrend: Slow It All Down trend: Minimize Me mintel Futures:Old Goldmarket Driverskey Points household Budgets Will Continue To Tighten figure 7: Gdp, Pdi And ConsumerExpenditure, At Current Prices, 2007-17 growth In Population Will Boost The Market figure 8: Trends In TheAge Structure Of The Uk Population, 2007-17 price Over Quality figure 9: Trends In Level Of ReceptivenessTo Quality, 2008-12 lower Environmental Involvement figure 10: Attitudes Towards The Environment, 2012increase In Skin Complaints Resulting In Greater Focus On Skin Care figure 11: Trends In Incidence Of SkinComplaints And Stress In Last 12 Months, 2008-12strengths And Weaknessesstrengths weaknesseswho’s Innovating?key Points launches By Segment figure 12: Trends In Soap, Bath And ShowerProduct Launches In The Uk, By Sector, 2008-12 botanical/herbal Claims Are Losing Their Impact figure 13:Growth Index Of Total Launches In The Uk Soap, Bath And Shower Products Market, 2008-12 figure 14:Percentage Share Of New Product Launches In The Uk Soap, Bath And Shower Products Market, Bytop 5Claims, 2008-12 all Natural And Organic And Botanical/herbal Launches figure 15: Natural And OrganicLaunches In 2012 figure 16: Free-from Products Launched In 2012 own-label Launches Have RemainedConsistent Year On Year figure 17: Product Launches Within Uk Soap, Bath And Shower Products Market,Soap, Bath and Shower Products - US - March 2013
  2. 2. Percentage Branded Vs.own- Label, 2008-12 innovation Has Little Impact On Market Share figure 18:Product Launches Within Uk Soap, Bath And Shower Products, Percentage Share, By Company,2012 fewProduct Or Packaging Innovations figure 19: Product Launches Within The Uk Soap, Bath And ShowerProducts, Percentage Share, By Launchtype, 2008-12 examples Of New Product Launchesmarket Size And Forecastkey Points figure 20: Uk Retail Value Sales Of Soap, Bath And Shower Products, AtCurrent And Constant Prices, 2007-17 . 43future Growth Expectations figure 21: Best And Worst-caseForecast Of Uk Retail Value Sales Of Soap, Bath And Shower Products, 2007-17 shower Products PredictedTo See Strongest Growth figure 22: Best And Worst-case Forecast Of Uk Retail Value Sales Of ShowerProducts, 2007-17 bath Products Are The Weakest Category figure 23: Best And Worst-case Forecast Of UkRetail Value Sales Of Bath Products, 2007-17 soap Products Will See Slow And Small Growth figure 24: BestAnd Worst-case Forecast Of Uk Retail Value Sales Of Soap Products, 2007-17 forecast Methodologysegment Performancekey Points figure 25: Uk Retail Value Sales Of Soap, Bath And Shower Products ByCategory, 2011-12 showering Increases In Popularity Compared With Bathing liquid Soaps Continue To HaveGreater Market Share Than Bar Soapsmarket Sharekey Points unilever And Pz Cussons Are The Market Leaders figure 26: Manufacturers’Shares In Value Sales Of Soap, Bath And Shower Products, (year Ending 3rddecember 2011 And 1stDecember 2012) own-label Sees Drop In Soap Sales figure 27: Manufacturers’ Shares In Value SoapProducts, Year Ending 3rd Dec 2011 And 1st Dec 2012 unilever Dominates Bath Products figure 28:Manufacturers’ Shares In Value Bath Products, Year Ending 3rd Dec 2011 And 1st Dec 2012 14%Eroded From Own-label Share Of Shower Products figure 29: Manufacturers’ Shares In Value ShowerProducts, Year Ending 3rd Dec 2011 And 1st Dec 2012companies And Productsbeiersdorf background And Structure strategy And Performance figure 30: KeyFinancials For Beiersdorf Uk Limited, 2010 And 2011 product Range And Innovation figure 31: SelectedProducts Launched By Beiersdorf In The Uk Soap, Bath And Shower Products Market,2012 marketing AndAdvertising procter & Gamble background And Structure strategy And Performance figure 32: FinancialPerformance Of Procter & Gamble (global), 2011 And 2012 product Range And Innovation figure 33:Selected Products Launched By P&g In The Uk Soap, Bath And Shower Products Market, 2012 marketingAnd Advertising johnson & Johnson background And Structure strategy And Performance figure 34:Financial Performance Of Johnson & Johnson In The Uk, 2010 And 2011 product Range And Innovationcolgate Palmolive background And Structure strategy And Performance figure 35: Financial Performance OfColgate-palmolive, 2010 And 2011 product Range And Innovation figure 36: Selected Products Launched ByColgate-palmolive In The Uk Soap, Bath And Shower Productsmarket, 2012 marketing And Advertising pzCussons background And Structure strategy And Performance figure 37: Global Financial Performance Of PzCussons, 2011 And 2012 product Range And Innovation figure 38: Selected Products Launched By PzCussons In The Uk Soap, Bath And Shower Products Market,2012 marketing And Advertising unileverbackground And Structure strategy And Performance figure 39: Global Financial Performance Of Unilever,2010 And 2011 product Range And Innovation figure 40: Selected Products Launched By Unilever In The UkSoap, Bath And Shower Products Market, 2012 . 66marketing And Advertisingbrand Researchbrand Map figure 41: Attitudes Towards And Usage Of Brands In The Soap, Bath And ShowerProducts Sector, December2012 correspondence Analysis brand Attitudes figure 42: Attitudes By Soap, BathAnd Shower Products Brand, December 2012 brand Personality figure 43: Soap, Bath And Shower ProductsBrand Personality – Macro Image, December 2012 figure 44: Soap, Bath And Shower Products BrandPersonality – Micro Image, December 2012 brand Experience figure 45: Soap, Bath And ShowerSoap, Bath and Shower Products - US - March 2013
  3. 3. Products Brand Usage, December 2012 figure 46: Satisfaction With Various Soap, Bath And Shower ProductsBrands, December 2012 figure 47: Consideration Of Soap, Bath And Shower Products Brands, December2012 figure 48: Consumer Perceptions Of Current Soap, Bath And Shower Products Brand Performance,December2012 figure 49: Soap, Bath And Shower Products Brand Recommendation – Net PromoterScore, December 2012 . 78brand Index figure 50: Soap, Bath And Shower Products Brand Index, December2012 figure 51: Soap, Bath And Shower Products Brand Index Vs. Recommendation, December 2012 targetGroup Analysis figure 52: Target Groups, December 2012 figure 53: Soap, Bath And Shower Products BrandUsage, By Target Groups, December 2012 group One – Conformists group Two – Simply TheBest group Three – Shelf Stalkers group Four – Habitual Shoppers group Five –Individualistsbrand Communication And Promotionkey Points advertising Spend Has Seen A Decrease In 2012 figure 54:Main Monitored Above The Line Media Advertising Spend On Soap, Bath And Shower Products,2008-12shower Gel Makes Up The Majority Of Ad Spend figure 55: Main Monitored Media Advertising Spend OnSoap, Bath And Shower Products, By Productcategory, 2012 unilever And Colgate Palmolive Are TheBiggest Spenders figure 56: Main Monitored Media Advertising Spend On Soap, Bath And Shower Products,By Advertiser, 2012 87advertising Spend By Media Type figure 57: Main Monitored Media AdvertisingExpenditure On Soap, Bath & Shower Products, By Media Type,2008-12channels To Marketkey Points distribution figure 58: Retail Sales Of Soap, Bath And Shower Products, ByOutlet Type, 2011and 2012the Consumer – Usage And Frequency Of Soap, Bath And Shower Productskey Points liquid Soap AndShower Products Staple Items figure 59: Trends In Usage Of Soap, Bath And Shower Products, By Gender,2012 shower Products Are Favourable For Young, Busy Adults figure 60: Trends In Usage Of ShowerGels/cream/body Wash, By Gender, 2008-12 largest Rise In Liquid Soap Use Led By The Ladies figure 61:Trends In Usage Of Liquid Soap/handwash, By Gender, 2008-12 bar Soap Is Preferred By Older Consumersfigure 62: Trends In Usage Of Bar Of Soap, By Gender, 2008-12 trends In Use Of Bath Additives figure 63:Trends In Usage Of Bath Oils/liquids/additives, By Gender, 2008-12 usage Habits For Soap, Bath AndShower Products figure 64: Attitudes Towards Soap, Bath And Shower Products, November 2012the Consumer – Purchase Of Soap, Bath And Shower Productskey Points purchase Habits figure 65:Soap, Bath And Shower Products Purchased In The Last 6 Months, By Demographics, November2012 bathProducts Can Command A Higher Price To Men As Well As Women figure 66: Amount Spent On Soap, BathAnd Shower Products Purchased In The Last 6 Months price Promotions Expected From Soap, Bath AndShower Products figure 67: Attitudes Towards Shopping For Soap, Bath And Shower Productsthe Consumer – Factors Influencing Purchase Of Soap, Bath And Showerproductskey Pointsmoisturising Is Key For Bath And Shower Products figure 68: Factors Influencing Purchase Of Soap, BathAnd Shower Products, November 2012 men More Likely To Seek Out Gender Specific Products anti-bacterialProperties Are Most Popular When It Comes To Soap And Hand Sanitisersthe Consumer – Interest In New Productskey Points long Lasting Fragrances Provide FutureOpportunities For Shower And Bath Products figure 69: Interest In New Product Attributes For Shower/bathProducts, November 2012 opportunities For Liquid Hand Soap figure 70: Interest In New Product AttributesFor Liquid/bar Soap/hand Sanitiser, November 2012consumer Typologieskey Points figure 71: Soap, Bath And Shower Consumer Typologies, November 2012the Simple Life (48%) who Are They? marketing Message average Jo(e) (30%) who Are They? marketingMessage beauty Claim Queens (22%) who Are They? marketing MessageSoap, Bath and Shower Products - US - March 2013
  4. 4. appendix – Market Driversfigure 72: Level Of Receptiveness To Quality, By Demographics, 2012figure 73: Attitudes Towards The Environment, 2012 figure 74: Attitudes Towards The Environment, ByDemographics, 2012 figure 75: Incidence Of Skin Complaints And Stress In Last 12 Months, ByDemographics, 2012appendix – Who’s Innovatingfigure 76: Number Of Soap, Bath And Shower Product LaunchesIn The Uk, By Sector, 2008-12appendix – Market Sharesoap Products figure 77: Manufacturers’ Shares In Value SoapProducts, Year Ending 3rd Dec 2011 And 1st Dec 2012 figure 78: Value Shares Of Top Brands Bar SoapProducts, Year Ending 3rd Dec 2011 And 1st Dec 2012 figure 79: Value Shares Of Top Brand Liquid SoapProducts, Year Ending 3rd Dec 2011 And 1st Dec 2012 bath Products figure 80: Manufacturers’Shares In Value Bath Products, Year Ending 3rd Dec 2011 And 1st Dec 2012 figure 81: Value Shares Of TopBrands Bath Products, Year Ending 3rd Dec 2011 And 1st Dec 2012 shower Products figure 82:Manufacturers’ Shares In Value Shower Products, Year Ending 3rd Dec 2011 And 1st Dec 2012 figure83: Value Shares Of Top Brands Shower Products, Year Ending 3rd Dec 2011 And 1st Dec 2012appendix – Brand Researchfigure 84: Brand Usage, December 2012 figure 85: Brand Commitment,December 2012 figure 86: Brand Momentum, December 2012 figure 87: Brand Diversity, December 2012figure 88: Brand Satisfaction, December 2012 figure 89: Brand Recommendation, December 2012 figure 90:Brand Attitude, December 2012 figure 91: Brand Image – Macro Image, December 2012 figure 92:Brand Image – Micro Image, December 2012 figure 93: Profile Of Target Groups, By Demographics,December 2012 figure 94: Psychographic Segmentation, By Target Groups, December 2012 figure 95: BrandUsage, By Target Groups, December 2012 brand Index figure 96: Brand Index, December 2012appendix – The Consumer Usage And Frequency Of Soap, Bath And Showerproductsproduct Usage– Men figure 97: Usage Of Bath Oils/liquids/additives, By Demographics, 2012 figure 98: Usage OfShower Gels/cream/body Wash, By Demographics, 2012 figure 99: Usage Of Bar Of Soap, By Demographics,2012 figure 100: Usage Of Liquid Soap, By Demographics, 2012 product Usage – Women figure 101:Usage Of Bath Oils/liquids/additives, By Demographics, 2012 figure 102: Usage Of Shower Gels/cream/bodyWash, By Demographics, 2012 figure 103: Usage Of Bar Of Soap, By Demographics, 2012 figure 104: UsageOf Liquid Soap, By Demographics, 2012 attitudes Towards Soap, Bath And Shower Products figure 105:Attitudes Towards Soap, Bath And Shower Products, November 2012 figure 106: Most Popular AttitudesTowards Soap, Bath And Shower Products, By Demographics, November2012 figure 107: Next Most PopularAttitudes Towards Soap, Bath And Shower Products, By Demographics,november 2012appendix – The Consumer, Purchase Of Soap, Bath And Shower Productssoap, Bath And ShowerProducts Purchased In The Last 6 Months figure 108: Soap, Bath And Shower Products Purchased In The Last6 Months, November 2012 figure 109: Most Popular Soap, Bath And Shower Products Purchased In The Last6 Months, Bydemographics, November 2012 figure 110: Next Most Popular Soap, Bath And Shower ProductsPurchased In The Last 6 Months, Bydemographics, November 2012 amount Spent figure 111: Amount SpentOn Soap, Bath And Shower Products Purchased In The Last 6 Months, November2012 attitudes TowardsShopping For Soap, Bath And Shower Products figure 112: Attitudes Towards Shopping For Soap, Bath AndShower Products, November 2012 figure 113: Most Popular Attitudes Towards Shopping For Soap, Bath AndShower Products, Bydemographics, November 2012 figure 114: Other Attitudes Towards Shopping For Soap,Bath And Shower Products, By Demographics,november 2012 figure 115: Attitudes Towards Shopping ForSoap, Bath And Shower Products, By Most Popular Soap, Bathand Shower Products Purchased In The Last 6Months, November 2012 figure 116: Attitudes Towards Shopping For Soap, Bath And Shower Products, BySoap, Bath and Shower Products - US - March 2013
  5. 5. Next Most Popular Soap,bath And Shower Products Purchased In The Last 6 Months, November 2012appendix – The Consumer, Factors Influencing Purchase Of Soap, Bath Andshower Productsfigure117: Factors Influencing Purchase Of Soap, Bath And Shower Products, November 2012 figure 118: MostPopular Factors Influencing Purchase Shower/bath Products, By Demographics,november 2012 figure 119:Next Most Popular Factors Influencing Purchase Shower/bath Products, By Demographics,november 2012figure 120: Others Factors Influencing Purchase Shower/bath Products, By Demographics, November 2012 .191figure 121: Most Popular Factors Influencing Purchase Of Liquid/bar Soap And Hand Sanitisers, Bydemographics, November 2012 figure 122: Next Most Popular Factors Influencing Purchase Of Liquid/barSoap And Hand Sanitisers, Bydemographics, November 2012 figure 123: Other Factors Influencing PurchaseOf Liquid/bar Soap And Hand Sanitisers, By Demographics,november 2012appendix – The Consumer, Interest In New Productsfigure 124: Interest In New Product Attributes,November 2012 shower Products figure 125: Most Popular Interest In Shower Products Attributes, ByDemographics, November 2012 figure 126: Next Most Popular Interest In Shower Products Attributes, ByDemographics, November 2012 figure 127: Other Interest In Shower Products Attributes, By Demographics,November 2012 bath Products figure 128: Most Popular Interest In Bath Products Attributes, ByDemographics, November 2012 figure 129: Next Most Popular Interest In Bath Products Attributes, ByDemographics, November 2012 figure 130: Other Interest In Bath Products Attributes, By Demographics,November 2012 liquid/bar Soap figure 131: Most Popular Interest In Liquid/bar Soap Attributes, ByDemographics, November 2012 figure 132: Next Most Popular Interest In Liquid/bar Soap Attributes, ByDemographics, November 2012 figure 133: Other Interest In Liquid/bar Soap Attributes, By Demographics,November 2012 hand Sanitiser figure 134: Most Popular Interest In Hand Sanitiser Attributes, ByDemographics, November 2012 figure 135: Next Most Popular Interest In Hand Sanitiser Attributes, ByDemographics, November 2012 interest In Shower Product Attributes By Amount Spent figure 136: InterestIn Attributes For Shower Products, By Amount Spent On Shower/bath In The Last 6months, November 2012appendix – Consumer Typologiesfigure 137: Soap, Bath And Shower Products Purchased In The Last6 Months, By Target Groups, November2012 figure 138: Target Groups, By Demographics, November 2012amount Spent figure 139: Amount Spent On Soap, Bath And Shower Products Purchased In The Last 6Months, By Targetgroups, November 2012 figure 140: Amount Spent On Soap, Bath And Shower ProductsPurchased In The Last 6 Months, By Targetgroups, November 2012 figure 141: Amount Spent On Soap, BathAnd Shower Products Purchased In The Last 6 Months, By Targetgroups, November 2012 figure 142:Amount Spent On Soap, Bath And Shower Products Purchased In The Last 6 Months, By Targetgroups,November 2012 figure 143: Amount Spent On Soap, Bath And Shower Products Purchased In The Last 6Months, By Targetgroups, November 2012 figure 144: Amount Spent On Soap, Bath And Shower ProductsPurchased In The Last 6 Months, By Targetgroups, November 2012 figure 145: Amount Spent On Soap, BathAnd Shower Products Purchased In The Last 6 Months, By Targetgroups, November 2012 figure 146:Amount Spent On Soap, Bath And Shower Products Purchased In The Last 6 Months, By Targetgroups,November 2012 figure 147: Amount Spent On Soap, Bath And Shower Products Purchased In The Last 6Months, By Targetgroups, November 2012 factors Influencing Purchase figure 148: Factors InfluencingPurchase Of Soap, Bath And Shower Products, By Target Groups, November2012 figure 149: FactorsInfluencing Purchase Of Soap, Bath And Shower Products, By Target Groups, November2012 interest In NewProducts figure 150: Interest In New Product Attributes For Shower Products By Target Groups, November2012 figure 151: Interest In New Product Attributes For Bath Products By Target Groups, November 2012figure 152: Interest In New Product Attributes For Liquid/bar Soaps By Target Groups, November 2012 figureSoap, Bath and Shower Products - US - March 2013
  6. 6. 153: Interest In New Product Attributes For Hand Sanitisers By Target Groups, November 2012 attitudesTowards Soap, Bath And Shower Products figure 154: Attitudes Towards Soap, Bath And Shower Products,By Target Groups, November 2012 figure 155: Attitudes Towards Shopping For Soap, Bath And ShowerProducts, By Target Groups, November2012uk Research Methodologyconsumer Research sampling And Weighting definitions qualitative Research tradeResearch informal formal desk Research statistical Forecasting european Research MethodologyAbout Us:Transparency Market Research is a market intelligence company providing global business informationreports and services. Our exclusive blend of quantitative forecasting and trends analysis providesforward-looking insight for thousands of decision makers. We are privileged with highly experienced team ofAnalysts, Researchers and Consultants, who use proprietary data sources and various tools and techniques togather, and analyze information. Our business offerings represent the latest and the most reliable informationindispensable for businesses to sustain a competitive edge.Contact:ResearchMoz90 State Street,Suite 700,Albany NY - 12207United StatesTel: +1-518-618-1030USA - Canada Toll Free 866-997-4948Email: sales@researchmoz.usBlog: http://researchmoz.blogspot.com/Website: http://www.researchmoz.us/Soap, Bath and Shower Products - US - March 2013

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