Soap, Bath and Shower Products - US - February 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The market
Market is expected to continue slow, but steady growth
Figure 1: Total US sales and fan chart forecast of soap, bath, and shower products, at current prices, 2013-23
The issues
Liquid body wash continues to cannibalize bar soap sales
Figure 2: Total US retail sales and forecast of bar soap and liquid body wash, by segment, at current prices, 2013-18
Routine-driven shopping behaviors indicate challenges for brands
Figure 3: Select shopping behaviors, December 2018
Older adults express below-average interest in anything beyond the basics
Figure 4: Usage and/or interest in select product innovations, by age, December 2018
The opportunities
Most products experienced an increase in usage
Figure 5: Usage of select soap, bath, and shower products, November 2017 and December 2018
Bath products capitalize on emotional wellbeing claims
Figure 6: Usage frequency of bath products and select reason for using bath products more frequently, December 2018
Shifting population trends represent opportunities
Figure 7: Wish there were more products for my skin type, by race and Hispanic origin, December 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Market expected to maintain steady growth through 2023
Body wash, bath products, and hand sanitizers grow, while bar soap declines
Bath products transform bathing into wellness ritual
Population trends can impact market
MARKET SIZE AND FORECAST
Market expected to maintain steady growth through 2023
Figure 8: Total US sales and fan chart forecast of soap, bath, and shower products, at current prices, 2013-23
Figure 9: Total US retail sales and forecast of soap, bath, and shower products, at current prices, 2013-23
MARKET BREAKDOWN
Liquid body wash grows while bar soap struggles
Small segments see large gains
Figure 10: Total US retail sales and forecast of soap, bath, and shower products, by segment, at current prices, 2013-18
MARKET PERSPECTIVE
Bath products transform bathing into wellness ritual
Figure 11: Reasons for using bath products more frequently, December 2018
MARKET FACTORS 
US population continues to become more diverse
Figure 12: Distribution of generations by race and Hispanic origin, 2018
An aging population can lead to market challenges
Figure 13: Population aged 18 or older, by age, 2013-23
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Unilever continues to dominate; PDC Brands experience strongest gains
Instagrammable bath products and CBD products take the spotlight
Therapeutic bath products and products made for men experience gains
Liquid body wash cannibalizes bar soap
Market expects sleep-improving, ethnic-focused products, and new hand sanitizers
COMPANY AND BRAND SALES OF SOAP, BATH, AND SHOWER PRODUCTS
Unilever continues to dominate; PDC Brands experience strongest gains
Struggling segments lead to declines for Henkel
Manufacturer sales of soap, bath, and shower products
Figure 14: Multi-outlet sales of soap, bath, and shower products, by leading companies, rolling 52 weeks 2017 and 2018
WHAT’S IN?
Instagrammable bath products add a splash of fun to bathing
Figure 15: Mentions of #bathart on social media, Instagram, 2016-18
Products infused with CBD oil holds the spotlight
Bath products capitalize on emotional wellbeing claims
Convenience and scent are key for reaching men
WHAT’S STRUGGLING?
Liquid body wash cannibalizes bar soap
Figure 16: Percentage of households using bar soap and body wash, April 2012-June 2018
WHAT’S NEXT?
SBS products are tapping into sleep disturbance causes
Shifting population trends will force brands to expand product offerings
Figure 17: Procter & Gamble: The Talk, July 2017
The next generation of hand sanitizers
THE CONSUMER – WHAT YOU NEED TO KNOW 
Liquid body wash continues to cannibalize bar soap
Liquid hand soap usage remains stable; hand sanitizer usage increases
The need for self-care drives bath product usage
Adults are routine-driven and seek value
More than half of adults cleanse in AM; fear of too much showering fades
Innovations that support mental wellbeing are appealing to consumers
USAGE OF LIQUID SHOWER PRODUCTS AND BENEFITS SOUGHT
Usage of liquid body wash continues to grow
Figure 18: Usage of liquid shower products, November 2017 and December 2018
Usage of liquid body wash is mainstream
Figure 19: Usage of liquid shower products, by age, December 2018
Women are heavier users of liquid products but men offer potential
Figure 20: Usage of liquid shower products, by gender, December 2018
Black adults and Hispanics use more than just the essentials
Figure 21: Usage of liquid shower products, by race and Hispanic origin, December 2018
Adults seek more than just functional benefits
Figure 22: Purchase influencers sought in liquid body wash/shower gel, December 2018
Age reveals limited differences in the importance of natural ingredients
Figure 23: Select purchase influencers sought in liquid body wash/shower gel, by age, December 2018
Women want more than just functional benefits
Figure 24: Select purchase influencers sought in liquid body wash/shower gel, by gender, December 2018
Scent and skincare benefits motivate multicultural consumers
Figure 25: Select purchase influencers sought in liquid body wash/shower gel, by race and Hispanic origin, December 2018
USAGE OF BAR SOAP AND BENEFITS SOUGHT
Bar soap usage is on the decline
Figure 26: Usage of bar soap, November 2017 and December 2018
Older adults stick to bar soap…for now
Figure 27: Usage of bar soap, by age, December 2018
Men drive usage of bar soap
Figure 28: Usage of bar soap, by gender, December 2018
Asian and Black consumers could buoy bar soap usage
Figure 29: Usage of bar soap, by race and Hispanic origin, December 2018
Brand and functional benefits are key purchase influencers
Figure 30: Purchase influencers sought in bar soap, December 2018
Younger adults value added benefits, while older adults value brand
Figure 31: Select purchase influencers sought in bar soap, by age, December 2018
Convenience is important to men
Figure 32: Select purchase influencers sought in bar soap, by gender, December 2018
Black adults seek specialized benefits
Figure 33: Select purchase influencers sought in bar soap, by race and Hispanic origin, December 2018
USAGE OF HAND CLEANSING PRODUCTS 
Usage of hand cleansing products remain stable
Figure 34: Usage of hand cleansing products, November 2017 and December 2018
Figure 35: Usage frequency of hand cleansing products, December 2018
Life stage dictates usage of hand cleansing products
Figure 36: Usage of hand cleansing products, by age, December 2018
Black and Hispanics drive hand sanitizer usage
Figure 37: Usage of hand cleansing products, by race and Hispanic origin, December 2018
USAGE OF BATH PRODUCTS AND BENEFITS SOUGHT
The need for self-care drives bath product usage
Figure 38: Usage of bath products, November 2017 and December 2018
Figure 39: Usage frequency of bath products, December 2018
Young adults seek ways to de-stress, driving their usage of bath products
Figure 40: Usage of bath products, by age, December 2018
Multicultural adults motivated by skin benefits, experimentation
Figure 41: Usage of bath products, by race and Hispanic origin, December 2018
Wellbeing attributes are a must for bath products
Figure 42: Purchase influencers sought in bath products, December 2018
Figure 43: TURF analysis – Purchase influencers – Bath products, December 2018
Methodology
Older adults seek standard benefits, while younger adults seek more
Figure 44: Select purchase influencers sought in bath products, by age, December 2018
Black adults seek products that are gentle and safe on skin
Figure 45: Select purchase influencers sought in bath products, by race and Hispanic origin, December 2018
SHOPPING BEHAVIORS
Adults are routine-driven and have positive perceptions of store brands
Environmental concerns remain niche, but can help brands stand out
Figure 46: Shopping behaviors, December 2018
Adults aged 18-24 take a value and eco-friendly approach
Figure 47: Select shopping behaviors, by age, December 2018
Men stick with the familiar, women explore options
Figure 48: Select shopping behaviors, by gender, December 2018
Asians and Hispanics take eco-friendly approach to category
Figure 49: Select shopping behaviors, by race and Hispanic origin, December 2018
ATTITUDES AND BEHAVIORS TOWARD SOAP, BATH, AND SHOWER PRODUCTS
Most showering and bathing routines occur in the morning
The fear of stripping away good bacteria is starting to fade
Figure 50: Attitudes and behaviors toward soap, bath, and shower products, December 2018
Younger adults are looking to streamline personal care routines
Figure 51: Select attitudes toward soap, bath, and shower products, by age, December 2018
Men have positive perceptions of bar soap, women use soap for multiple purposes
Figure 52: Select attitudes toward soap, bath, and shower products, by gender, December 2018
There’s a need for more ethnic-focused products
Figure 53: Select attitudes and behaviors toward soap, bath, and shower products, by race and Hispanic origin, December 2018
USAGE AND INTEREST IN PRODUCT INNOVATIONS
Innovations that support mental wellbeing are appealing
Figure 54: Usage and/or interest in soap, bath, and shower product innovations, December 2018
Innovations have prime audience among adults aged 18-44
Figure 55: Usage and/or interest in select soap, bath, and shower product innovations, by age, December 2018
Blacks and Hispanics drive interest in innovations
Figure 56: Usage and/or interest in select soap, bath, and shower product innovations, by race and Hispanic origin, December 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 57: Total US retail sales and forecast of soap, bath, and shower products, at inflation-adjusted prices, 2013-23
Figure 58: Total US retail sales of soap, bath, and shower products, by segment, at current prices, 2016 and 2018
Figure 59: Total US retail sales of soap, bath, and shower products, by channel, at current prices, 2013-18
Figure 60: Total US retail sales of soap, bath, and shower products, by channel, at current prices, 2016 and 2018
APPENDIX – KEY PLAYERS 
Figure 61: Multi-outlet sales of bar soap, by leading companies and brands, rolling 52 weeks 2017 and 2018
Figure 62: Multi-outlet sales of liquid body wash, by leading companies and brands, rolling 52 weeks 2017 and 2018
Figure 63: Multi-outlet sales of liquid hand soap, by leading companies and brands, rolling 52 weeks 2017 and 2018
Figure 64: Multi-outlet sales of bath fragrances/bubble bath products, by leading companies and brands, rolling 52 weeks 2017 and 2018
Figure 65: Multi-outlet sales of hand sanitizers (excluding wipes), by leading companies and brands, rolling 52 weeks 2017 and 2018