Soap, Bath and Shower Products - US - December 2005

INTRODUCTION AND ABBREVIATIONS
Introduction
Other relevant reports
Definition
Trade definitions
Note on IRI data adjustments
Abbreviations
Terms
EXECUTIVE SUMMARY
Sales are dropping
Diverse Trends Driving the Market
Liquids dominate
The leading manufacturers still control
Celebrities fight germs
FDM on the decline
Soap, bath and shower product consumers
A more sophisticated market
Multi-function products forecast to shrink household repertoire
MARKET DRIVERS
Direct to consumer and specialty outlets
Figure 1: Direct to consumer and specialty outlet sales, 2003 & 2004
More than just a cleanser
Targeting male consumers
Figure 2: American male population projections, by age, 2000-2010
The call of nature
Tween and teen spending power
Figure 3: U.S. population projections 2000, 2004 and 2009
Boomers are aging
Figure 4: U.S. population by generation, 2004
Food and flower scents prevail
MARKET SIZE & TRENDS
Figure 5: Total U.S. FDM sales of soap, bath and shower products, at current and constant prices, 1999-2004
Graph 1: Total U.S. FDM sales of soap, bath and shower products, at current and constant prices, 1999-2004
Continued shift in product popularity
MARKET SEGMENTATION
Overview
Figure 6: FDM sales of soap, bath and shower products segmented by product type, 2002 & 2004
Graph 2: FDM market share of soap, bath and shower products segmented by product type, 2004
Bar Soap
Figure 7: FDM sales of bar soap, 2002-2004
Shower Gel/Body Wash
Figure 8: FDM sales of shower gel/body wash, 2002-2004
Liquid Hand Soaps/Sanitizers
Figure 9: FDM sales of liquid hand soaps/sanitizers, 2002-2004
Bath Products
Figure 10: FDM sales of bath products, 2002-2004
SUPPLY STRUCTURE
 FOREIGN TRADE
Figure 11: U.S imports bar soaps, liquid soaps and bath preparations, 2003
Figure 12: U.S Exports bar soaps, liquid soaps and bath preparations, 2003
 COMPANIES AND BRANDS
Figure 13: Manufacturer sales of soap, bath and shower prodcts in the U.S., 2003 & 2004
Bar soap
Figure 14: FDM brand sales of bar soap, 2003 & 2004
Figure 15: FDM brand sales of bar soap, 2003 & 2004 (continued)
Liquid hand soap/sanitizers
Figure 16: FDM brand sales of liquid hand soap/sanitizers, 2003 & 2004
Figure 17: FDM brand sales of liquid hand soap/sanitizers, 2003 & 2004 (continued)
Shower gel/body wash
Figure 18: FDM brand sales of shower gels/body washes, 2003 & 2004
Figure 19: FDM brand sales of shower gels/body washes, 2003 & 2004 (cont.)
Bath products
Figure 20: FDM brand sales of bath products, 2003 & 2004
Major companies and brands
Unilever
Procter & Gamble
Dial
Colgate-Palmolive
Johnson & Johnson
Benckiser
GoJo Industries
Minnetonka
Playtex
Private Label
ADVERTISING & PROMOTION
Unilever
Procter & Gamble
Dial
Colgate-Palmolive
Johnson & Johnson
RETAIL DISTRIBUTION
Introduction
Figure 21: Sales of soap, bath and shower products, by channel, 2002 & 2004
Supermarkets
Figure 22: U.S. Supermarket sales of soap, bath and shower products, at current and constant prices, 2002-2004
Supermarket Operating Data
Figure 23: Top supermarket operating statistics, latest fiscal year-end
Figure 24: Percentage change from latest fiscal year-end versus year prior
Mass merchandisers and clubs
Figure 25: U.S. mass merchandiser and club store sales of soap, bath and shower products, at current and constant prices, 2002-2004
Figure 26: Top mass merchandiser operating statistics, latest fiscal year-end
Figure 27: Percentage change from latest fiscal year-end versus year prior
Drug stores
Figure 28: U.S. Drug Store sales of soap, bath and shower products, at current and constant prices, 2002-2004
Drug Store Operating Data
Figure 29: Top drug store operating statistics, latest fiscal year-end
Figure 30: Percentage change from latest fiscal year-end versus year prior
THE CONSUMER
Introduction
Usage Patterns
Figure 31: Product usage, May 2003-April 2004
Figure 32: Product usage by gender, May 2003-April 2004
Figure 33: Product usage by age, May 2003-April 2004
Figure 34: Product usage by household income, May 2003-April 2004
Figure 35: Product usage by marital status, May 2003-April 2004
Figure 36: Product usage bypresence of children, May 2003-April 2004
Figure 37: Product usage by race/ethnicity, May 2003-April 2004
Soap preference by type
Figure 38: Product types used, May 2003-April 2004
Figure 39: Product preference by gender, May 2003-April 2004
Figure 40: Product preference by race/ethnicity, May 2003-April 2004
Figure 41: Product preference by presence of children, May 2003-April 2004
Cross-tab analysis of soap types used
Figure 42: Cross tabulation bar soap, body wash, liquid soap usage in household, May 2003-April 2004
Types of products regularly kept on hand
Figure 43: Types of products kept on hand in household, September 2004
Figure 44: Types of products kept on hand in household, by gender, September 2004
Figure 45: Types of products kept on hand in household, by age, September 2004
Figure 46: Types of products kept on hand in household, by household income, September 2004
Figure 47: Types of products kept on hand in household, by presence of children in household, September 2004
Number of different bath product brands in the home
Figure 48: Number of brands of different bath and shower products in household, September 2004
Purchase patterns
Figure 49: Bath product purchase patterns, September 2004
Figure 50: Bath product purchase patterns, by gender, September 2004
Figure 51: Bath product purchase patterns, by age, September 2004
Figure 52: Bath product purchase patterns, by presence of children, September 2004
Preference for aromatherapy and anti-aging products
Figure 53: Preference for aromatherapy and anti-aging products, September 2004
Figure 54: Preference for aromatherapy and anti-aging products, by gender, September 2004
Figure 55: Preference for aromatherapy and anti-aging products, by age, September 2004
Figure 56: Preference for aromatherapy and anti-aging products, by presence of children, September 2004
Figure 57: Preference for aromatherapy and anti-aging products, by region, September 2004
Attitudes towards male-specific products
Figure 58: Use of male only products, September 2004
Figure 59: Use of male only products by age, September 2004
Figure 60: Male use of household products by income, September 2004
Attitudes towards children’s products
Figure 61: Product selection for households with children under 10 years old, September, 2004
Summary
FUTURE & FORECAST
 FUTURE TRENDS
Direct-to-consumer and specialty outlets thrive
Male specific product popularity grows
Greater demand for product enhancement
 MARKET FORECAST
Soap, bath, and shower products forecast
Figure 62: Forecast of total U.S. FDM sales of soap, bath and shower products, at current and constant prices, 2004-2009
Graph 3: Trends in sales of soap, bath & shower products at current 2004 prices, 1999-2009
Forecast Factors
MARKET SIZE AND TRENDS—UPDATE
Figure 63: Total U.S. retail sales of soap, bath, and shower products (FDM channels), 2000-05
MARKET SEGMENTATION—UPDATE
Figure 64: Sales of soap. bath, and shower products market, segmented by type, 2003 and 2005
Bar soap
Figure 65: FDM sales of bar soap, at current and constant prices, 2000-05
Shower gel/body wash
Figure 66: FDM sales of shower gel/body wash, at current and constant prices, 2000-05
Liquid hand soaps/sanitizers
Figure 67: FDM sales of liquid hand soaps/sanitizers, at current and constant prices, 2000-05
Bath products
Figure 68: FDM sales of bath products, at current and constant prices, 2000-05
FUTURE & FORECAST—UPDATE
 FUTURE TRENDS
Direct-to-consumer and specialty outlets thrive
Male specific product popularity grows
Greater demand for product enhancement
 MARKET FORECAST—UPDATED
Soap, bath, and shower products
Figure 69: Forecast of total U.S. FDM sales of soap, bath, and shower products, at current and constant prices, 2005-10
Bar soap
Figure 70: Forecast of U.S. FDM sales of bar soap, at current and constant prices, 2005-10
Shower gel and body wash
Figure 71: Forecast of U.S. FDM sales of shower gel and body wash, at current and constant prices, 2005-10
Liquid hand soap and sanitizers
Figure 72: Forecast of U.S. FDM sales of liquid hand soap and sanitizers, at current and constant prices, 2005-10
Bath products
Figure 73: Forecast of U.S. FDM sales of bath products, at current and constant prices, 2005-10
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: NEW PRODUCT BRIEFS
MZB Personal Care: The Incredibles Bubble Bath
Trader Joe’s: Trader Zen Shower Gel Scrub
Colgate-Palmolive: Softsoap Revitalizing Plumeria Body Wash
Markwins: Rain Dance Aromatherapy Sleep Serenity Set
Avon: AvonSmile Shower Gel
Yardley of London: Apothary Unique Soap Trio
Coty: The Healing Garden Lavendertheraphy Exfoliating Body Scrub
Rite-Aid: Active Body Wash for Men
Burt’s Bees: Citrus Spice Exfoliating Shower Soap
Avalon Natural Products: Avalon Organics Moisture Plus Bar Soap