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.

1. Soap, Bath and Shower Products - US - March 2013
Countries covered: United States
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.
Roshida Khanom, OTC and Personal Care Analyst
Some questions answered in this report include: How have changing bathing/showering habits impacted the
market? What are the claims opportunities for market? How is own-label performing in this category? How
important are ingredients in this category?
table Of Content
introductiondefinitions excluded methodology consumer Research abbreviations
executive 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 14
figure 3: Manufacturers’ Shares In Value Soap, Bath And Shower Products, Year Ending 1st
December 2012 .. 15the Consumer figure 4: Soap, Bath And Shower Products Purchased In The Last 6
Months, By Gender, November 2012 figure 5: Attitudes Towards Shopping For Soap, Bath And Shower
Products, November 2012 figure 6: Interest In New Product Attributes, November 2012 what We Think
issues In The Markethow Have Changing Bathing/showering Habits Impacted The Market? what Are The
Claims Opportunities For Market? how Is Own-label Performing In This Category? how Important Are
Ingredients In This Category? trend Applicationtrend: Slow It All Down trend: Minimize Me mintel Futures:
Old Gold
market Driverskey Points household Budgets Will Continue To Tighten figure 7: Gdp, Pdi And Consumer
Expenditure, At Current Prices, 2007-17 growth In Population Will Boost The Market figure 8: Trends In The
Age Structure Of The Uk Population, 2007-17 price Over Quality figure 9: Trends In Level Of Receptiveness
To Quality, 2008-12 lower Environmental Involvement figure 10: Attitudes Towards The Environment, 2012
increase In Skin Complaints Resulting In Greater Focus On Skin Care figure 11: Trends In Incidence Of Skin
Complaints And Stress In Last 12 Months, 2008-12
strengths And Weaknessesstrengths weaknesses
who’s Innovating?key Points launches By Segment figure 12: Trends In Soap, Bath And Shower
Product 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 5
Claims, 2008-12 all Natural And Organic And Botanical/herbal Launches figure 15: Natural And Organic
Launches In 2012 figure 16: Free-from Products Launched In 2012 own-label Launches Have Remained
Consistent Year On Year figure 17: Product Launches Within Uk Soap, Bath And Shower Products Market,
Soap, Bath and Shower Products - US - March 2013

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 few
Product Or Packaging Innovations figure 19: Product Launches Within The Uk Soap, Bath And Shower
Products, Percentage Share, By Launchtype, 2008-12 examples Of New Product Launches
market Size And Forecastkey Points figure 20: Uk Retail Value Sales Of Soap, Bath And Shower Products, At
Current And Constant Prices, 2007-17 . 43future Growth Expectations figure 21: Best And Worst-case
Forecast Of Uk Retail Value Sales Of Soap, Bath And Shower Products, 2007-17 shower Products Predicted
To See Strongest Growth figure 22: Best And Worst-case Forecast Of Uk Retail Value Sales Of Shower
Products, 2007-17 bath Products Are The Weakest Category figure 23: Best And Worst-case Forecast Of Uk
Retail Value Sales Of Bath Products, 2007-17 soap Products Will See Slow And Small Growth figure 24: Best
And Worst-case Forecast Of Uk Retail Value Sales Of Soap Products, 2007-17 forecast Methodology
segment Performancekey Points figure 25: Uk Retail Value Sales Of Soap, Bath And Shower Products By
Category, 2011-12 showering Increases In Popularity Compared With Bathing liquid Soaps Continue To Have
Greater Market Share Than Bar Soaps
market 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 1st
December 2012) own-label Sees Drop In Soap Sales figure 27: Manufacturers’ Shares In Value Soap
Products, 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 Shower
Products, Year Ending 3rd Dec 2011 And 1st Dec 2012
companies And Productsbeiersdorf background And Structure strategy And Performance figure 30: Key
Financials For Beiersdorf Uk Limited, 2010 And 2011 product Range And Innovation figure 31: Selected
Products Launched By Beiersdorf In The Uk Soap, Bath And Shower Products Market,2012 marketing And
Advertising procter & Gamble background And Structure strategy And Performance figure 32: Financial
Performance 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 marketing
And 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 Innovation
colgate Palmolive background And Structure strategy And Performance figure 35: Financial Performance Of
Colgate-palmolive, 2010 And 2011 product Range And Innovation figure 36: Selected Products Launched By
Colgate-palmolive In The Uk Soap, Bath And Shower Productsmarket, 2012 marketing And Advertising pz
Cussons background And Structure strategy And Performance figure 37: Global Financial Performance Of Pz
Cussons, 2011 And 2012 product Range And Innovation figure 38: Selected Products Launched By Pz
Cussons In The Uk Soap, Bath And Shower Products Market,2012 marketing And Advertising unilever
background 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 Uk
Soap, Bath And Shower Products Market, 2012 . 66marketing And Advertising
brand Researchbrand Map figure 41: Attitudes Towards And Usage Of Brands In The Soap, Bath And Shower
Products Sector, December2012 correspondence Analysis brand Attitudes figure 42: Attitudes By Soap, Bath
And Shower Products Brand, December 2012 brand Personality figure 43: Soap, Bath And Shower Products
Brand Personality – Macro Image, December 2012 figure 44: Soap, Bath And Shower Products Brand
Personality – Micro Image, December 2012 brand Experience figure 45: Soap, Bath And Shower
Soap, Bath and Shower Products - US - March 2013

3. Products Brand Usage, December 2012 figure 46: Satisfaction With Various Soap, Bath And Shower Products
Brands, December 2012 figure 47: Consideration Of Soap, Bath And Shower Products Brands, December
2012 figure 48: Consumer Perceptions Of Current Soap, Bath And Shower Products Brand Performance,
December2012 figure 49: Soap, Bath And Shower Products Brand Recommendation – Net Promoter
Score, December 2012 . 78brand Index figure 50: Soap, Bath And Shower Products Brand Index, December
2012 figure 51: Soap, Bath And Shower Products Brand Index Vs. Recommendation, December 2012 target
Group Analysis figure 52: Target Groups, December 2012 figure 53: Soap, Bath And Shower Products Brand
Usage, By Target Groups, December 2012 group One – Conformists group Two – Simply The
Best group Three – Shelf Stalkers group Four – Habitual Shoppers group Five –
Individualists
brand 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,2008-12
shower Gel Makes Up The Majority Of Ad Spend figure 55: Main Monitored Media Advertising Spend On
Soap, Bath And Shower Products, By Productcategory, 2012 unilever And Colgate Palmolive Are The
Biggest 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 Advertising
Expenditure On Soap, Bath & Shower Products, By Media Type,2008-12
channels To Marketkey Points distribution figure 58: Retail Sales Of Soap, Bath And Shower Products, By
Outlet Type, 2011and 2012
the Consumer – Usage And Frequency Of Soap, Bath And Shower Productskey Points liquid Soap And
Shower 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 Shower
Gels/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 Consumers
figure 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 And
Shower Products figure 64: Attitudes Towards Soap, Bath And Shower Products, November 2012
the 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 bath
Products Can Command A Higher Price To Men As Well As Women figure 66: Amount Spent On Soap, Bath
And Shower Products Purchased In The Last 6 Months price Promotions Expected From Soap, Bath And
Shower Products figure 67: Attitudes Towards Shopping For Soap, Bath And Shower Products
the Consumer – Factors Influencing Purchase Of Soap, Bath And Showerproductskey Points
moisturising Is Key For Bath And Shower Products figure 68: Factors Influencing Purchase Of Soap, Bath
And Shower Products, November 2012 men More Likely To Seek Out Gender Specific Products anti-bacterial
Properties Are Most Popular When It Comes To Soap And Hand Sanitisers
the Consumer – Interest In New Productskey Points long Lasting Fragrances Provide Future
Opportunities For Shower And Bath Products figure 69: Interest In New Product Attributes For Shower/bath
Products, November 2012 opportunities For Liquid Hand Soap figure 70: Interest In New Product Attributes
For Liquid/bar Soap/hand Sanitiser, November 2012
consumer Typologieskey Points figure 71: Soap, Bath And Shower Consumer Typologies, November 2012
the Simple Life (48%) who Are They? marketing Message average Jo(e) (30%) who Are They? marketing
Message beauty Claim Queens (22%) who Are They? marketing Message
Soap, Bath and Shower Products - US - March 2013

4. appendix – Market Driversfigure 72: Level Of Receptiveness To Quality, By Demographics, 2012
figure 73: Attitudes Towards The Environment, 2012 figure 74: Attitudes Towards The Environment, By
Demographics, 2012 figure 75: Incidence Of Skin Complaints And Stress In Last 12 Months, By
Demographics, 2012
appendix – Who’s Innovatingfigure 76: Number Of Soap, Bath And Shower Product Launches
In The Uk, By Sector, 2008-12
appendix – Market Sharesoap Products figure 77: Manufacturers’ Shares In Value Soap
Products, Year Ending 3rd Dec 2011 And 1st Dec 2012 figure 78: Value Shares Of Top Brands Bar Soap
Products, Year Ending 3rd Dec 2011 And 1st Dec 2012 figure 79: Value Shares Of Top Brand Liquid Soap
Products, 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 Top
Brands 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 figure
83: Value Shares Of Top Brands Shower Products, Year Ending 3rd Dec 2011 And 1st Dec 2012
appendix – Brand Researchfigure 84: Brand Usage, December 2012 figure 85: Brand Commitment,
December 2012 figure 86: Brand Momentum, December 2012 figure 87: Brand Diversity, December 2012
figure 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: Brand
Usage, By Target Groups, December 2012 brand Index figure 96: Brand Index, December 2012
appendix – 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 Of
Shower 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/body
Wash, By Demographics, 2012 figure 103: Usage Of Bar Of Soap, By Demographics, 2012 figure 104: Usage
Of 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 Attitudes
Towards Soap, Bath And Shower Products, By Demographics, November2012 figure 107: Next Most Popular
Attitudes Towards Soap, Bath And Shower Products, By Demographics,november 2012
appendix – The Consumer, Purchase Of Soap, Bath And Shower Productssoap, Bath And Shower
Products Purchased In The Last 6 Months figure 108: Soap, Bath And Shower Products Purchased In The Last
6 Months, November 2012 figure 109: Most Popular Soap, Bath And Shower Products Purchased In The Last
6 Months, Bydemographics, November 2012 figure 110: Next Most Popular Soap, Bath And Shower Products
Purchased In The Last 6 Months, Bydemographics, November 2012 amount Spent figure 111: Amount Spent
On Soap, Bath And Shower Products Purchased In The Last 6 Months, November2012 attitudes Towards
Shopping For Soap, Bath And Shower Products figure 112: Attitudes Towards Shopping For Soap, Bath And
Shower Products, November 2012 figure 113: Most Popular Attitudes Towards Shopping For Soap, Bath And
Shower 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 For
Soap, Bath And Shower Products, By Most Popular Soap, Bathand Shower Products Purchased In The Last 6
Months, November 2012 figure 116: Attitudes Towards Shopping For Soap, Bath And Shower Products, By
Soap, Bath and Shower Products - US - March 2013

5. Next Most Popular Soap,bath And Shower Products Purchased In The Last 6 Months, November 2012
appendix – The Consumer, Factors Influencing Purchase Of Soap, Bath Andshower Productsfigure
117: Factors Influencing Purchase Of Soap, Bath And Shower Products, November 2012 figure 118: Most
Popular Factors Influencing Purchase Shower/bath Products, By Demographics,november 2012 figure 119:
Next Most Popular Factors Influencing Purchase Shower/bath Products, By Demographics,november 2012
figure 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, By
demographics, November 2012 figure 122: Next Most Popular Factors Influencing Purchase Of Liquid/bar
Soap And Hand Sanitisers, Bydemographics, November 2012 figure 123: Other Factors Influencing Purchase
Of Liquid/bar Soap And Hand Sanitisers, By Demographics,november 2012
appendix – 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, By
Demographics, November 2012 figure 126: Next Most Popular Interest In Shower Products Attributes, By
Demographics, 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, By
Demographics, November 2012 figure 129: Next Most Popular Interest In Bath Products Attributes, By
Demographics, 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, By
Demographics, November 2012 figure 132: Next Most Popular Interest In Liquid/bar Soap Attributes, By
Demographics, 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, By
Demographics, November 2012 figure 135: Next Most Popular Interest In Hand Sanitiser Attributes, By
Demographics, November 2012 interest In Shower Product Attributes By Amount Spent figure 136: Interest
In Attributes For Shower Products, By Amount Spent On Shower/bath In The Last 6months, November 2012
appendix – Consumer Typologiesfigure 137: Soap, Bath And Shower Products Purchased In The Last
6 Months, By Target Groups, November2012 figure 138: Target Groups, By Demographics, November 2012
amount Spent figure 139: Amount Spent On Soap, Bath And Shower Products Purchased In The Last 6
Months, By Targetgroups, November 2012 figure 140: Amount Spent On Soap, Bath And Shower Products
Purchased In The Last 6 Months, By Targetgroups, November 2012 figure 141: Amount Spent On Soap, Bath
And 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 6
Months, By Targetgroups, November 2012 figure 144: Amount Spent On Soap, Bath And Shower Products
Purchased In The Last 6 Months, By Targetgroups, November 2012 figure 145: Amount Spent On Soap, Bath
And 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 6
Months, By Targetgroups, November 2012 factors Influencing Purchase figure 148: Factors Influencing
Purchase Of Soap, Bath And Shower Products, By Target Groups, November2012 figure 149: Factors
Influencing Purchase Of Soap, Bath And Shower Products, By Target Groups, November2012 interest In New
Products figure 150: Interest In New Product Attributes For Shower Products By Target Groups, November
2012 figure 151: Interest In New Product Attributes For Bath Products By Target Groups, November 2012
figure 152: Interest In New Product Attributes For Liquid/bar Soaps By Target Groups, November 2012 figure
Soap, Bath and Shower Products - US - March 2013

6. 153: Interest In New Product Attributes For Hand Sanitisers By Target Groups, November 2012 attitudes
Towards 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 Shower
Products, By Target Groups, November2012
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Soap, Bath and Shower Products - US - March 2013