This report covers the market for soaps, bath & shower products and deodorants, a large and mature market in the UK, in which value growth has been held back over the review period by intense competition and heavy discounting from the multiple grocers. Most of these products have relatively high usage levels and volume uptake is stable; manufacturers have been keen to develop value through products with added benefits, particularly moisturising, taking their cue from developments in the skincare market.

This report covers the market for soaps, bath & shower products and deodorants, a large and mature market in the UK, in which value growth has been held back over the review period by intense competition and heavy discounting from the multiple grocers. Most of these products have relatively high usage levels and volume uptake is stable; manufacturers have been keen to develop value through products with added benefits, particularly moisturising, taking their cue from developments in the skincare market.

Disposable incomes are rising in the UK and consumers have had more to spend on themselves. A strong 'indulgence' element has come into play in toiletries, particularly as, when it comes to washing, bathing has been slowly superseded by showering, leaving bath time an occasion for relaxation. A growing consumer interest in what might broadly be termed 'new age' factors has been reflected in toiletries, with the arrival of products linked to aromatherapy, holistics, feng shui and, of course, all things

'natural', including botanic and herbal ingredients and fragrances.

Male-specific toiletries are an important area as younger men, in particular, spend more on personal grooming. Many manufacturers have developed toiletries ranges targeted at men, often using links to sporting and fitness activities.

The market has been characterised by intense new product development (NPD), including relaunches, new formulations and repackaging. Constant new product activity has become an article of faith as manufacturers fight to retain and build market share in a mature and fiercely competitive environment.

Other Mintel reports of relevance include:

- Hair Colourants and Home Perms, Market Intelligence, February 2002

- Hair Styling Products, Market Intelligence, December 2001

- Shaving Products, Market Intelligence, October 2001

- Men's Fragrances, Market Intelligence, August 2001

- Beauty Aids, Market Intelligence, July 2001

- Women's Fragrances, Market Intelligence, July 2001

- Shampoos and Conditioners, Market Intelligence, June 2001

- Deodorants and Body sprays, Market Intelligence, May 2001

- Women's Bodycare Products, Market Intelligence, April 2001

- Bath Accessories, Market Intelligence, March 2001

- Cosmetics and Fragrances, Consumer Goods Europe, March 2001

and the forthcoming:

- Cosmetics and Skincare, Consumer Goods Intelligence, May 2002

- Fragrances, Consumer Goods Intelligence, June 2002.

Mintel's European Consumer Goods Intelligence service provides product market information for five European countries: France, Italy, Germany, UK and Spain. Each month the service covers a different market sector, with 20 covered in each 24-month cycle.

Consumer Goods Intelligence focuses on the European food, drink and non-food sectors. This series provides detailed consumer data, including purchasing patterns and attitudinal research. Consumer Goods Intelligence complements the comprehensive gnpd (global new products database), also available from Mintel.