Get a Deep Insight into the Soap, Bath and Shower Products Market in the UK

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Soap, Bath and Shower Products - UK - November 2008

http://www.reportlinker.com/p0100057/Soap-Bath-and-Shower-Products---UK---November-2008.html

About this report

Value sales growth within the soap bath and shower market is driven by the modern bathing formats, such as liquid soaps, and shower products. Growing awareness of the rising cost of water, coupled with the perception that baths are for relaxing and unwinding, is driving popularity of showers.

Since the report was last covered in 2006, the market has grown by £27 million. However the £39 million growth experienced by shower products and liquid soaps has been negated by declining value sales of bath additives and bar soaps.

Key report themes:

• Traditional bathing products are out of step with today’s demanding lifestyles.
• Indulgence positioning is holding back growth of bath products.
• Segmenting by age and gender offers opportunities for development.
• The maturity of the market makes a constant programme of innovation and investment essential.

Contents

Issues in the Market Key themes Definitions Market in Brief Shift to showers Niche development Brand promotion influencing sector performance Future Internal Market Environment Key points Busy lifestyles see baths go down the drain

Figure 1: Level of receptiveness to quality, 2007 Ailments to drive chemical awareness

Figure 2: Trends in complaints, 2005-07 Climate change to favour showers

Figure 3: Average temperature and total number of sunshine hours in the UK, 2002-07 Fitness impacts frequency of showering

Figure 4: Index of admissions and membership to swimming pools, leisure centres and health and fitness clubs, UK 2003-08 Attitudes to appearance influence added benefits

Figure 5: Level of receptiveness to quality, 2003-07 Ethics drive innovation in ‘conscience brands’

Figure 6: Attitudes towards ethics and the environment, 2003-07 Broader Market Environment Key points Gender difference

Figure 7: Structure of the UK population, by age and gender, 2003-13 Working influence

Figure 8: Workforce jobs by industry, March 2008 Number of bathrooms

Figure 9: Number of bathrooms in home, by country, 2007 The rising cost of water

Figure 10: Household water bills, industry average, 1989-2008 Legislation REACH Competitive Context Key points Showers competing with baths Established names threatened by ethical newcomers Shower substitutes Strengths and Weaknesses in the Market Strengths Weaknesses Market Size and Forecast Key points Value sales driven by shower and liquid soap

Figure 14: UK retail value sales of soap, bath and shower products, 2003-13 Special offers and stockpiling benefit volume sales

Figure 15: Volume sales of soap, bath and shower products, and number of units used, 2003-08 Age-related benefits Future of the market Factors used in forecast Segment Performance Key points Power showers

Figure 16: UK retail value sales of bath, soap and shower, by sector, in current prices, 2003-13

Figure 17: UK retail value sales of bath, soap and shower, by sector, in real prices, 2003-13 Bath additives going down the plughole

Figure 18: UK retail value sales of bath additives, by category, 2008 Spa proposition boosts bath oil but convenience is key Natural birth for salts Babies’ and children’s bath products

Figure 19: UK retail value sales of babies’ and children’s bath products, by age group, 2006-08 Teens and tweens Looking forward Market Share Key points Spreading product portfolios secures growth

Figure 20: Manufacturers’ shares in bath, soap and shower products, 2006-08 Shower products

Figure 21: Manufacturers’ shares in shower products, 2006-08 Taking inspiration from baths Customising offerings Keeping the sector modern Bath additives

Figure 22: Manufacturers’ value shares of bath additives, 2006-08 Children’s category makes a splash Baths = stagnant water without innovation and investment Liquid and bar soap

Figure 23: Manufacturers’ value shares of liquid and bar soap, 2006-08 Bar soaps hamper value sales growth Liquid assets Children and gifting lather up growth Companies and Products Brand map

Figure 24: Brand map for soap, bath and shower products, 2008 Sara Lee Unilever PZ Cussons Johnson & Johnson Colgate Palmolive Procter & Gamble Own-label Other Brand Communication and Promotion Key points Attitudes to advertising

Figure 37: General attitudes towards advertising, 2003-07 Trends in adspend Figure 38: Main monitored media advertising spend on soap, bath and shower products, 2004-08 Adspend by advertiser

Figure 39: Main monitored media advertising spend on soap, bath and shower products as a percentage, by top five advertisers, 2004-08 Investment drives market share

Figure 40: Share of adspend illustrated alongside market share of leading advertisers, 2008 Marketing themes Skincaring Hygiene Energy benefits Channels to Market Key points Investment drives growth

Figure 41: Retail sales of soap, bath and shower products, by outlet type, 2003-08 Direct path to growth Store wars European Comparison Key points Innovation

Figure 42: European Innovation in soap, bath and shower products, 2003-08 Usage Figure 43: Overall penetration of soap and bath and shower gels, 2007 Consumer Attitudes Towards Bath and Shower Products Key points

Figure 52: Attitudes towards bath, soap and shower products, August 2008 Interest runs deeper for bath users Presents to move into the future Attract men and teens Further analysis Results

Figure 53: Consumer typologies, August 2008 Wake up and shower (23%)

Figure 54: Consumer typologies by attitudes towards showering in the morning, August 2008 It’s all water (32%) Figure 55: Attitudes of the ‘it’s all water’ consumer typology towards bathing and showering, August 2008 After hours showers (19%)

Figure 56: Consumer typologies by attitudes towards shower in the evenings, August 2008 Bath fans (27%)

Figure 57: Attitudes of consumer typologies towards taking a bath to relieve aches and pains, August 2008

Figure 58: Attitudes of consumer typologies towards taking a bath to relieve aches and pains, August 2008 Green has sunk in

Figure 59: Consumer typologies by attitudes towards baths and showers, August 2008

Figure 60: Consumer typologies by further attitudes towards baths and showers, August 2008 One third don’t care about products

Figure 61: Consumer typologies by product statements, August 2008 Appendix Consumer research ACORN Advertising data Abbreviations

Appendix: Broader Market Environment

Figure 62: Agreement and disagreement of statements regarding green and ethical issues, by demographic sub-group, 2007 Appendix: Brand Communication and Promotion

Figure 63: Main monitored media advertising spend on soap, bath and shower products, 2004-08 Attitudes Towards Bath, Soap and Shower Products

Figure 84: Attitudes towards bath, soap and shower products, August 2008

Figure 85: Attitudes towards bath, soap and shower products, by demographic sub-group, August 2008

Figure 86: Attitudes towards bath, soap and shower products, by demographic sub-group, August 2008 Cross tabs

Figure 87: Attitudes towards bathing crossed by attitudes towards bathing and bathing products, August 2008

Figure 88: Attitudes towards bathing crossed by attitudes towards bathing and bathing products, August 2008 Further analysis Demographics

Figure 89: Consumer typologies by demographics, August 2008

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