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Soap, Bath and Shower Products - UK - February 2014

INTRODUCTION
Products covered in this report
Abbreviations
EXECUTIVE SUMMARY
Reliance on promotional offers causes sales decline in 2013
Figure 1: Best and worst-case forecast of UK retail value sales of soap, bath and shower products, 2008-18
Changing structure of UK population proves challenging
New product launches increasing
Figure 2: New product development in the soap, bath and shower category, by launch type, 2009-13
Shower washes have 85% penetration
Figure 3: Consumer purchasing and frequency, December 2013
Promotional offers impacting loyalty
Figure 4: Attitudes towards shopping for soap, bath and shower products, December 2013
What we think
ISSUES IN THE MARKET
How are changing bathing habits impacting SBS products?
What can be done to increase brand loyalty in the SBS market?
Which product attributes are of most importance to consumers?
How are retail channels evolving in the SBS market?
TREND APPLICATION
Trend: Play Ethic
Trend: Alpha Mothers
Mintel Futures Trend: East Meets West
MARKET DRIVERS
Key points
Ageing population less likely to bathe
Figure 5: Trends in the age structure of the UK population, 2008-18
Families in decline
Figure 6: Forecast adult population trends, by lifestage, 2008-18
Over a quarter of adults always take shorter showers
Figure 7: Green household habits, December 2013
Product packaging is a consideration for consumers
Increasing incidence of skin complaints
Figure 8: Skin condition prescription items dispensed against total prescription items dispensed in England, 2011-13
Lifestyle factors impacting SBS product use
Figure 9: Places where consumers perceive they pick up the most germs, December 2012
WHO’S INNOVATING?
Key points
New product launches increasing
Figure 10: New product development in the soap, bath and shower category, by launch type, 2009-13
Figure 11: Examples of notable new product launches in 2013
Paraben-free claims present in a quarter of product launches
Figure 12: Top 10 product positioning claims in the UK soap, bath and shower market, 2012-13
Moisturising products blur boundaries between hygiene and care
Figure 13: Product examples containing the moisturising/ hydrating product positioning claim, 2013
New bathing formats attempt to boost sales
Figure 14: Examples of new product launches in the bath additives category, 2013
Focus on fitness
Figure 15: Product examples containing sport and fitness themes in the soap, bath and shower category, 2013
Own-label amongst the most active innovators
Figure 16: New product launches in the UK soap, bath and shower market, by top 5 companies and other, 2013
MARKET SIZE AND FORECAST
Key points
Sales decline in 2013 due to reliance on promotional offers
Figure 17: UK retail value sales of soap, bath and shower products, at current and constant prices, 2008-18
Future growth expectations remain limited
Figure 18: Best and worst-case forecast of UK retail value sales of soap, bath and shower products, 2008-18
Forecast methodology
SEGMENT PERFORMANCE
Key points
Bath products primarily responsible for declining sales
Figure 19: UK retail value sales of soap, bath and shower products, by segment, 2008-18
Soap begins to struggle
MARKET SHARE
Key points
Radox maintains leadership of the bath category
Figure 20: Brand shares in UK value sales of bath additives, year ending November, 2012-13
Own-label grows only in the soap market
Figure 21: Brand shares in UK value sales of soap, year ending November, 2012-13
Dove appealing to consumers
Figure 22: Brand shares in UK value sales of shower products, year ending November, 2012-13
COMPANIES AND PRODUCTS
Avon
Background
Financial performance and strategy
Figure 23: Financial performance of Avon (global), 2011 and 2012
Product range and innovation
Figure 24: Examples of new product launches from Avon in the UK soap, bath and shower market, 2013
Marketing and advertising
Colgate-Palmolive
Background
Financial performance and strategy
Figure 25: Financial performance of Colgate-Palmolive (UK) Limited, 2011-12
Product range and innovation
Figure 26: Examples of new product launches from Colgate-Palmolive in the UK soap, bath and toiletries market, 2013
Marketing and advertising
Molton Brown
Background
Financial performance and strategy
Figure 27: Financial performance of Molton Brown Limited, 2011 and 2012
Product range and innovation
Figure 28: Examples of new product launches from Molton Brown in the UK soap, bath and shower products market, 2013
Marketing and advertising
PZ Cussons
Background
Financial performance and strategy
Figure 29: Financial performance of PZ Cussons (Global), 2012 and 2013
Product range and innovation
Figure 30: Examples of new product launches by PZ Cussons in the UK soap, bath and shower market, 2013
Marketing and advertising
The Body Shop
Background
Financial performance and strategy
Figure 31: Financial Performance of The Body Shop (UK), 2011 and 2012
Product range and innovation
Figure 32: Examples of new product launches from The Body Shop in the UK soap, bath and shower market, 2013
Marketing and advertising
Unilever
Background
Financial performance and strategy
Figure 33: Financial performance of Unilever PLC (Global), 2011 and 2012
Product range and innovation
Figure 34: Examples of product launches from Unilever in the UK soap, bath and shower market, 2013
Marketing and advertising
BRAND RESEARCH
Brand map
Figure 35: Attitudes towards and usage of brands in the soap, bath and shower products sector, November 2013
Correspondence analysis
Brand attitudes
Figure 36: Attitudes, by soap, bath and shower products brand, November 2013
Brand personality
Figure 37: Soap, bath and shower products brand personality – Macro image, November 2013
Figure 38: Soap, bath and shower products brand personality – Micro image, November 2013
Brand experience
Figure 39: Soap, bath and shower products brand usage, November 2013
Figure 40: Satisfaction with various soap, bath and shower products brands, November 2013
Figure 41: Consideration of soap, bath and shower products brands, November 2013
Figure 42: Consumer perceptions of current soap, bath and shower products brand performance, November 2013
Brand index
Figure 43: Soap, bath and shower products brand index, November 2013
Target group analysis
Figure 44: Target groups, November 2013
Figure 45: Soap, bath and shower products brand usage, by target groups, November 2013
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
BRAND COMMUNICATION AND PROMOTION
Key points
Total advertising spend in decline
Figure 46: Main monitored media advertising expenditure on soap, bath and shower products, 2009-13
Liquid hand soap responsible for category decline
Figure 47: Main monitored media advertising expenditure on soap, bath and shower products, by product category, 2009-13
Unilever increases spend YOY with the return of Dove ‘Real Beauty’
Figure 48: Main monitored media advertising expenditure on soap, bath and shower products, by top 5 advertisers and other, 2013
TV spend replaced by internet and outdoor
Figure 49: Main monitored media advertising expenditure on soap, bath and shower products, by media type, 2011-13
CHANNELS TO MARKET
Key points
Multiple grocers and Boots see the smallest sales declines
Figure 50: UK retail value sales of soap, bath and shower products, by outlet type, 2012-13
Discounters benefit from savvy shopping
Direct selling losing market share
THE CONSUMER – FREQUENCY OF PURCHASING SOAP, BATH AND SHOWER PRODUCTS
Key points
Shower washes have 86% penetration
Figure 51: Consumer purchasing and frequency, December 2013
Growing popularity of hand sanitiser
Promotional offers damaging value sales
Ingredients a greater concern for frequent shoppers
Younger men most likely to buy the full range of SBS products
Figure 52: Repertoire of soap, bath and shower products purchased, by demographics, December 2013
THE CONSUMER – DESIRED PRODUCT ATTRIBUTES
Key points
Fragrance is the biggest purchase consideration
Figure 53: Factors influencing purchasing of soap, bath and shower products, by product type, December 2013
Branded soaps seen as having milder formulations
Hand sanitiser – a single purpose product?
Gender-specific still holds appeal in bath & shower
Opportunity for anti-acne shower products
THE CONSUMER – SHOPPING FOR SOAP, BATH AND SHOWER PRODUCTS
Key points
Promotional offers impacting loyalty
Figure 54: Attitudes towards shopping for soap, bath and shower products, December 2013
Testing fragrance is important
Unisex appeals to seniors
New mums willing to pay for relaxation time
THE CONSUMER – INTEREST IN PRODUCT DEVELOPMENT
Key points
Moisturising products remain a key consumer need
Figure 55: Consumer interest in new product development, December 2013
Women look for beauty benefits
Environmental concerns
THE CONSUMER – USAGE ATTITUDES
Key points
Women use a wider product repertoire
Figure 56: Consumer usage attitudes, by gender, December 2013
Sharing with children
Women use SBS products whilst shaving
Little real seasonal variation
Figure 57: Examples of seasonal soap, bath and shower products launched in 2013
Brand matching
APPENDIX – WHO’S INNOVATING?
Figure 58: UK soap, bath and shower new product launches, by manufacturer type, 2009-13
Figure 59: Product positioning claims of bar and liquid soap, 2013
Figure 60: New product development in the soap, bath and shower category, by product type, 2012-13
APPENDIX – MARKET SIZE AND FORECAST
Figure 61: Best and worst-case forecast of UK retail value sales of soap, bath and shower products, 2013-18
APPENDIX – SEGMENT PERFORMANCE
Figure 62: Best and worst-case forecast of UK retail value sales of soap products, 2008-18
Figure 63: Best and worst-case forecast of UK retail value sales of bath products, 2008-18
Figure 64: Best and worst-case forecast of UK retail value sales of shower products, 2008-18
APPENDIX – BRAND RESEARCH
Figure 65: Brand usage, November 2013
Figure 66: Brand commitment, November 2013
Figure 67: Brand momentum, November 2013
Figure 68: Brand diversity, November 2013
Figure 69: Brand satisfaction, November 2013
Figure 70: Brand attitude, November 2013
Figure 71: Brand image – Macro image, November 2013
Figure 72: Brand image – Micro image, November 2013
Figure 73: Profile of target groups, by demographics, November 2013
Figure 74: Psychographic segmentation, by target groups, November 2013
Figure 75: Brand usage, by target groups, November 2013
Brand index
Figure 76: Brand index, November 2013
APPENDIX – BRAND COMMUNICATION AND PROMOTION
Figure 77: Main monitored advertising spend in the liquid hand soap market, by brand, 2011-13
APPENDIX – THE CONSUMER - FREQUENCY OF PURCHASING SOAP, BATH AND SHOWER PRODUCTS
Figure 78: Consumer purchasing and frequency, December 2013
Figure 79: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Any soap, December 2013
Figure 80: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Any shower, December 2013
Figure 81: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Any bath, December 2013
Figure 82: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Liquid hand soap, December 2013
Figure 83: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Bar soap, December 2013
Figure 84: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Soap-free bars, December 2013
Figure 85: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Shower washes excluding any 2-in-1 hair and body wash, December 2013
Figure 86: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Combined hair and body wash, December 2013
Figure 87: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Bath oils, December 2013
Figure 88: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Liquid bath infusions, excluding bath oils, December 2013
Figure 89: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Solid bath infusions, December 2013
Figure 90: Attitudes towards shopping for soap, bath and shower products, by consumer purchasing and frequency – Hand sanitiser gel, December 2013
Figure 91: Consumer usage attitudes, by consumer purchasing and frequency – Any soap, December 2013
Figure 92: Consumer usage attitudes, by consumer purchasing and frequency – Any shower, December 2013
Figure 93: Consumer usage attitudes, by consumer purchasing and frequency – Any bath, December 2013
Figure 94: Consumer usage attitudes, by consumer purchasing and frequency – Liquid hand soap, December 2013
Figure 95: Consumer usage attitudes, by consumer purchasing and frequency – Bar soap, December 2013
Figure 96: Consumer usage attitudes, by consumer purchasing and frequency – Soap-free bars, December 2013
Figure 97: Consumer usage attitudes, by consumer purchasing and frequency – Shower washes excluding any 2-in-1 hair and body wash, December 2013
Figure 98: Consumer usage attitudes, by consumer purchasing and frequency – Combined hair and body wash, December 2013
Figure 99: Consumer usage attitudes, by consumer purchasing and frequency – Bath oils, December 2013
Figure 100: Consumer usage attitudes, by consumer purchasing and frequency – Liquid bath infusions, excluding bath oils, December 2013
Figure 101: Consumer usage attitudes, by consumer purchasing and frequency – Solid bath infusions, December 2013
Figure 102: Consumer usage attitudes, by consumer purchasing and frequency – Hand sanitiser gel, December 2013
Repertoire
Figure 103: Repertoire of soap bath and shower products purchased, December 2013
Figure 104: Consumer purchasing and frequency, by repertoire of soap bath and shower products purchased, December 2013
Figure 105: Attitudes towards shopping for soap, bath and shower products, by repertoire of soap bath and shower products purchased, December 2013
Figure 106: Consumer interest in new product development, by repertoire of soap bath and shower products purchased, December 2013
Figure 107: Consumer purchasing and frequency – Any soap, by demographics, December 2013
Figure 108: Consumer purchasing and frequency – Any shower, by demographics, December 2013
Figure 109: Consumer purchasing and frequency – Any bath, by demographics, December 2013
Figure 110: Consumer purchasing and frequency – Liquid hand soap, by demographics, December 2013
Figure 111: Consumer purchasing and frequency – Bar soap, by demographics, December 2013
Figure 112: Consumer purchasing and frequency – Soap-free bars, by demographics, December 2013
Figure 113: Consumer purchasing and frequency – Shower washes excluding any 2-in-1 hair and body wash, by demographics, December 2013
Figure 114: Consumer purchasing and frequency – Combined hair and body wash, by demographics, December 2013
Figure 115: Consumer purchasing and frequency – Bath oils, by demographics, December 2013
Figure 116: Consumer purchasing and frequency – Liquid bath infusions, excluding bath oils, by demographics, December 2013
Figure 117: Consumer purchasing and frequency – Solid bath infusions, by demographics, December 2013
Figure 118: Consumer purchasing and frequency – Hand sanitiser gel, by demographics, December 2013
Figure 119: Repertoire of soap bath and shower products purchased, by demographics, December 2013
APPENDIX – THE CONSUMER – DESIRED PRODUCT ATTRIBUTES
Figure 120: Factors influencing purchase of bath and shower products, December 2013
Figure 121: Consumer interest in new product development, by most popular factors influencing purchase of bath and shower products, December 2013
Figure 122: Consumer interest in new product development, by next most popular factors influencing purchase of bath and shower products, December 2013
Figure 123: Consumer usage attitudes, by most popular factors influencing purchase of bath and shower products, December 2013
Figure 124: Consumer usage attitudes, by next most popular factors influencing purchase of bath and shower products, December 2013
Figure 125: Factors influencing purchase of soap products, December 2013
Figure 126: Consumer interest in new product development, by most popular factors influencing purchase of soap products, December 2013
Figure 127: Consumer interest in new product development, by next most popular factors influencing purchase of soap products, December 2013
Figure 128: Consumer usage attitudes, by most popular factors influencing purchase of soap products, December 2013
Figure 129: Consumer usage attitudes, by next most popular factors influencing purchase of soap products, December 2013
Figure 130: Factors influencing purchase of hand sanitiser, December 2013
Figure 131: Consumer interest in new product development, by most popular factors influencing purchase of hand sanitiser, December 2013
Figure 132: Consumer interest in new product development, by next most popular factors influencing purchase of hand sanitiser, December 2013
Figure 133: Consumer usage attitudes, by most popular factors influencing purchase of hand sanitiser, December 2013
Figure 134: Consumer usage attitudes, by next most popular factors influencing purchase of hand sanitiser, December 2013
Figure 135: Most popular factors influencing purchase of bath and shower products, by demographics, December 2013
Figure 136: Next most popular factors influencing purchase of bath and shower products, by demographics, December 2013
Figure 137: Most popular factors influencing purchase of soap products, by demographics, December 2013
Figure 138: Next most popular factors influencing purchase of soap products, by demographics, December 2013
Figure 139: Most popular factors influencing purchase of hand sanitiser, by demographics, December 2013
Figure 140: Next most popular factors influencing purchase of hand sanitiser, by demographics, December 2013
APPENDIX – THE CONSUMER – SHOPPING FOR SOAP, BATH AND SHOWER PRODUCTS
Figure 141: Attitudes towards shopping for soap, bath and shower products, December 2013
Figure 142: Consumer purchasing and frequency, by most popular attitudes towards shopping for soap, bath and shower products, December 2013
Figure 143: Consumer purchasing and frequency, by next most popular attitudes towards shopping for soap, bath and shower products, December 2013
Figure 144: Factors influencing purchase of bath and shower products, by most popular attitudes towards shopping for soap, bath and shower products, December 2013
Figure 145: Factors influencing purchase of bath and shower products, by next most popular attitudes towards shopping for soap, bath and shower products, December 2013
Figure 146: Factors influencing purchase of soap products, by most popular attitudes towards shopping for soap, bath and shower products, December 2013
Figure 147: Factors influencing purchase of soap products, by next most popular attitudes towards shopping for soap, bath and shower products, December 2013
Figure 148: Factors influencing purchase of hand sanitiser, by most popular attitudes towards shopping for soap, bath and shower products, December 2013
Figure 149: Factors influencing purchase of hand sanitiser, by next most popular attitudes towards shopping for soap, bath and shower products, December 2013
Figure 150: Most popular attitudes towards shopping for soap, bath and shower products, by demographics, December 2013
Figure 151: Next most popular attitudes towards shopping for soap, bath and shower products, by demographics, December 2013
APPENDIX – THE CONSUMER – INTEREST IN PRODUCT DEVELOPMENT
Figure 152: Consumer interest in new product development, December 2013
Figure 153: Most popular consumer interest in new product development, by demographics, December 2013
Figure 154: Next most popular consumer interest in new product development, by demographics, December 2013
Figure 155: Other consumer interest in new product development, by demographics, December 2013
APPENDIX – THE CONSUMER – USAGE ATTITUDES
Figure 156: Consumer usage attitudes, December 2013
Figure 157: Consumer purchasing and frequency, by most popular consumer usage attitudes, December 2013
Figure 158: Consumer purchasing and frequency, by next most popular consumer usage attitudes, December 2013
Figure 159: Factors influencing purchase of bath and shower products, by most popular consumer usage attitudes, December 2013
Figure 160: Factors influencing purchase of bath and shower products, by next most popular consumer usage attitudes, December 2013
Figure 161: Factors influencing purchase of soap products, by most popular consumer usage attitudes, December 2013
Figure 162: Factors influencing purchase of soap products, by next most popular consumer usage attitudes, December 2013
Figure 163: Factors influencing purchase of hand sanitiser, by most popular consumer usage attitudes, December 2013
Figure 164: Factors influencing purchase of hand sanitiser, by next most popular consumer usage attitudes, December 2013
Figure 165: Consumer interest in new product development, by most popular consumer usage attitudes, December 2013
Figure 166: Consumer interest in new product development, by next most popular consumer usage attitudes, December 2013
Figure 167: Most popular consumer usage attitudes, by demographics, December 2013
Figure 168: Next most popular consumer usage attitudes, by demographics, December 2013

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