Soap, Bath and Shower Products - US

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Soap, Bath and Shower Products - US 

• Bharat Book Bureau

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Summary

• The U.S. market for soap, bath, and shower
  products was significantly impacted by the slow
  economic recovery, which caused declines in 2010
  and allowed for only modest growth in 2011 as
  users traded down to less expensive products or
  made their existing products last longer. Still,
  growth is moderately driven by demand for
  products that provide extra moisturization, as
  well as fragranced products and antibacterial
  offerings. Growing demand among men for
  male-specific personal care brands, which the
  market continues to meet, has also helped drive
  sales. Additionally, as Hispanics are significant
  users of soap and shower products, growth in
  Hispanic population and spending power should
  also help drive sales in the coming years. This
  report features in-depth examination of these
  factors, as well as close analysis of the
  following  Competition from outside products
  that threaten sales of soap and bath products,
  including skincare moisturizers How body wash
  products came to be the top segment in the
  market, and how Unilevers Axe brand has
  capitalized on the move away from bar soapsThe
  role of grocery stores and mass merchandisers
  that feature grocery departments in making soap
  and bath products shopping more convenient 

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Table of Contents

• Market at a glanceBody wash tops segments
  bar soaps trailUnilever leads among four major
  playersSupermarkets are convenient, but other
  channels combine for higher salesMarketing
  initiatives for body wash target mostly young
  menMost respondents use bar as well as liquid
  soapsDove is used most, but brand loyalty is
  somewhat limitedBeyond moisturization, lather,
  gentle formulation, and price are valuedIt s not
  a man s worldyetBlacks report more wide brand
  usage, interest in moisturizationInsights and
  Opportunities
• Targeting kitchen odors Mood to order
  Inspire Insights
• Trend Premium and Indulgence Trend Green
  Skepticism

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