The U.S. market for soap, bath and shower products sold through food, drug, and mass merchandiser channels is driven by consumer demand for fragrance and moisturization in their shower products in 2011, as evidenced by the results of Mintel’s exclusive consumer survey, in which respondents cite these attributes as the most important in their purchase decisions. Antibacterial properties are also in significant demand in liquid hand soap products after the 2009 outbreak of H1N1. This report covers these factors extensively, and provides in-depth examination of the following:

The U.S. market for soap, bath and shower products sold through food, drug, and mass merchandiser channels is driven by consumer demand for fragrance and moisturization in their shower products in 2011, as evidenced by the results of Mintel’s exclusive consumer survey, in which respondents cite these attributes as the most important in their purchase decisions. Antibacterial properties are also in significant demand in liquid hand soap products after the 2009 outbreak of H1N1. This report covers these factors extensively, and provides in-depth examination of the following:

The role of liquid body wash in the shift away from bar soap

How marketing efforts by body wash brands Axe and Old Spice appeal to young men

The impact of the poor economy in affecting consumer purchase behavior, and how consumers may be shifting to—and sticking with—private label products because they find them to be equable in quality to national brands, providing budget-conscious shoppers with an affordable alternative to national brands

The decline of the bubble bath segment as consumers mostly prefer to shower and find less time for small luxuries

Innovations in the market, including natural/organic positioning, multifunctional products, extra moisturizing products and vitamin-infused brands

How the leading manufacturers market their brands to appeal to a range of consumer types

Why supermarkets remain the leading retail channel in the FDMx market