New Market Research Report Added in MarketResearchReports.Biz Reports Database: Soap, Bath And Shower Products - US - March 2014The soap, bath and shower category has experienced steady gains, despite being a functional and mature market. However, brands should be prepared to address the changing regulatory environment and an aging population in order to stay on a positive growth path.
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Table of Content
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Executive Summary
Overview
The market
Figure 1: Total US sales and fan chart forecast of soap, bath and shower products, at current prices, 2008-18
Market factors
Households with children drive use, but are on the decline
Figure 2: Product use, by presence of children in household, January 2014
Changing regulatory environment could impact category
Segment performance
Figure 3: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2011 and 2013
The consumer
Bar soap, liquid hand soap, and body wash are used by majority of consumers
Figure 4: Use of soap, bath and shower products, January 2014
Scent and moisturizing benefits are important to category users
Figure 5: Top 10 benefits sought, by product type, January 2014
Interest in claims is high, though shoppers more willing to spend for skincare benefits
Figure 6: Interest in and willingness to pay more for top five claims, January 2014
Promotional incentives are popular with category shoppers
Figure 7: Interest in top five formats, by product type, January 2014
What we think
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Issues and Insights
How can brands bring added value to a price-driven category?
The issues
The implications: Reinforce skincare benefits, leverage consumer’s interest in convenience
What opportunities are there to better engage an aging population?
The issues
The implications: Introduce benefits that align with older shoppers, focus on natural formulas
How will potential changes in antibacterial regulations impact the category?
The issues
The implications: Focus on skincare benefits, packaging, and natural ingredients
Trend Application
Trend: Many Mes
Trend: Prove It
Mintel futures: Brand Intervention
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Market Size and Forecast
Key points
Category growth remains solid
Steady gains expected to continue
Sales and forecast of soap, bath and shower products
Figure 8: Total US sales and forecast of soap, bath and shower products, at current prices, 2008-18
Figure 9: Total US sales and forecast of soap, bath and shower products, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 10: Total US sales and fan chart forecast of soap, bath and shower products, at current prices, 2008-18
Market Drivers
Key points
Declines in households with children could impact future growth
Figure 11: Product use, by presence of children in household, January 2014
Earlier onset of puberty could have implications for the category
Future of antibacterial claims is uncertain
Segment Performance
Key points
Soap, bath and shower category is experiencing growth across all segments
Hand cleansing products are strongest performers
Sales of soap, bath and shower products, by segment
Figure 12: Total US retail sales of soap, bath and shower products, by segment, at current prices, 2011 and 2013
Segment Performance – Liquid Body Wash
Key points
Liquid body wash continues to drive category growth
Sales and forecast of liquid body wash
Figure 13: Total US retail sales and forecast of liquid body wash, at current prices, 2008-18
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