Shower Gel Marketing

Soap, johntub and Shower Products Issues in the Market The goo, lavatory and lavish kinsfolk straddles two worlds at once it falls into the arena of must-have consumer goods, which consumers see as integral to their insouciant wellbeing, composition at the same time it has an opportunity to tap into a consumer desire for escapism and fantasy. slopped to half(a) of women who use toilet additives, for instance, cite a long bath as their ultimate self-indulgence treat. How many fast-moving consumer goods segments can claim to satisfy such lofty needs with such a hapless ticket price?The beauty industry often cites the resilience of the colour cosmetics category in measure of crisis otherwise known as the lipstick index. It is time for the beleaguered bath additives segment to do the same and military posture their overlaps as a luxury indulgence at prices accessible to most. Q How is the economic environment impacting gross revenue of soap, bath and rain consume prod ucts? A Value gross sales of SBS products grew in single digits between 2006 and 2011 (with the exception of 2010 when year-on-year alter by reversalth was more(prenominal) than or less flat). The category is buffered somewhat from he inclement economic climate because of the must-have nature of chance(a) cleansing products. At the same time, consumers are clearly under pressure to keep a occlude eye on household budgets. A third of adults who use shower products are paying more attention to how much they spend on such items because of the economic situation and the same is true for quaternity in ten bath product users and three in ten soap users. Looking ahead, Mintel forecasts the SBS category lead grow by 11% between 2011 and 2016, while in real terms (excluding inflation) sales will slip very slightly.Q Which segments have most potential for growth? A There is a clear divide between two promising segments suave soaps and shower gels and two less lucky ones bar soap s and bath additives. Mintel expects liquid soap and shower gel sales to grow by 28% and 17%, respectively, between 2011 and 2016, whereas we expect bath additives to slump by 4% and bar soaps by 15% in the same timeframe. The differing performances come down to consumer preference. Adults are much more inclined to use shower gels and creams over bath additives, for instance, likely because showering is uch more convenient and is a quicker option for todays time-poor consumer. In addition, half of soap, bath and shower product users have switched to taking showers rather than baths in an military campaign to save water. Meanwhile, liquid soaps have an edge over the more traditional bar format with 89% of women using liquid soaps compared to 77% who use bar soap. While they potentially offer a court saving over liquid varieties, Brid Costello Senior UK Beauty Analyst emailprotected com Tel +44 (0) 20 7606 4533 A acknowledged beauty junkie, Brid tracks the UKs fast-moving beauty ma rket.Before joining Mintel in 2010, she spent a decade as a beauty editor for fashion and beauty trade news showpaper Womens Wear Daily. Based in the Conde Nastowned titles Paris office for five years before transferring to its London bureau, Brid acquired expertise across the beauty spectrum. Brid studied Journalism at Dublin City University (DCU). 2012 Mintel Group Ltd. on the whole rights reserved. Confidential to Mintel. Soap, Bath and Shower Products Issues in the Market bar soaps suffer from a somewhat old-fashioned image. With no distinguish of consumers habits changing in the hort term, there is unlikely to be any reversal of these sectors performance. A third of bath and shower product users buy whatever product is on superfluous offer, while half line of products up when their favored brands are on special offer. Q What are consumers primary concerns when it comes to buying soap, bath and shower products? A While the basic premise of SBS products is to cleanse, suc h items now go above and beyond that prefigure of duty. More than three quarters of adults who use shower products, for instance, want their gels and creams to moisturise or soften their skin, while just over half are looking or an invigorating or refreshing showering experience. When it comes to bath additives, pampering and relaxing are the key concerns for two thirds of bath product users. Women are particularly perspicacious on luxurious soaks, with just over half considering a long bath to be their favourite pampering treat. Soap, meanwhile, has a much more pragmatic bent. Close to half of liquid and bar soap users say that cheap or good value products are their top priority, while suitability for the self-coloured family comes second. Q Which consumer demographics are most important to the category and how will opulation changes impact sales going forward? A Changes in the UKs population make-up will impact the SBS sectors to differing extents between 2011 and 2016. Shower product and liquid soap sales will likely be buoyed, for instance, given that these sectors highest volume users adults aged 25-34 will grow in number by 872,000 in the period. Population changes are less favourable for bath additives and will do little to bolster the category, which is already in the doldrums (sales dipped by 2% in 2011). In general, however, the countrys population will increase y more than 3% (or 1. 7 million) between 2011 and 2016. Given the high penetration rates of soap and shower products, this is some good news for the category in general. Q What influence do promotions have on the market? A The SBS category is highly promotional with multi-purchase offers and discounts top priorities for consumers. For instance, a third of bath and shower product users buy whatever product is on special offer, while half stock up when their favourite brands are on special offer. It is little surprise then that the multiple-door grocery hains dominate the retail landscape and account for close to half of category retail sales. With large chains such as Sainsburys, Tesco, Asda and Morrisons frequently basing advertising on their payload to low pricing and vying with each other to offer headline-grabbing discounts, its unlikely the situation will change anytime soon. This will continue to put pressure on the category vis-a-vis growing value sales as consumers have become accustomed to finding their preferred goods at preferential prices. 2012 Mintel Group Ltd. All rights reserved. Confidential to Mintel.