The U.S. soap, bath and shower products market totaled some $1.6 billion in 2004 showing an 8% decline since 1999 at current prices. Bar soaps maintain the largest share of market at slightly under 50%, but they are steadily losing ground to liquid soaps, shower gels, and products enhanced with anti-stress agents and aromatherapy benefits.

Other key factors impacting this market are the increasing purchases of male specific products, additives that enhance product functionality, such as anti-bacterial agents and exfoliation, fragrance variety and targeting age-group specific consumers, including Millenial Echo Boomers and Baby Boomers. Also important to note is the increasing success of alternative and specialty retail outlets.

Mintel explores the hypothesis that consumers will increasingly look for multi-functional products that do more than just clean, but offer benefits such as moisturizing and exfoliation as well. The sales of men’s products will also grow as more men discover these benefits. Direct to consumer (DTC) and specialty outlets that are able to provide wider product availability will continue to see sales increases, taking market share from the Mass segments.

This report covers the U.S. retail market for toilet soap, bath and shower products (including specific male, female and family products). These product categories are defined as follows:

--Toilet soaps in both bar and liquid form as well as formulations for problem skin such as Blistex’s Stridex for acne and soap-free products like Dove or Oil of Olay moisturizing bars

--Bath Products include all types of liquid bath products such as foam, gels, oil and bubble bath, bath pearls and beads; and all types of solid bath products such as bath salts, grains, crystals and cubes

--Shower products include gels, mousses, body shampoos and bodywashes

The report excludes facial cleansers, such as scrubs and foams, products specifically designed for use on babies, and heavy-duty hand cleansers designed for use in an industrial setting.