Market Research Logo

The U.S. Market for Bath and Shower Products: Bar Soaps, Body Washes, Bath Additives and Scrubbers, 4th Edition

The bath and shower market is struggling to define itself. The market has witnessed tough times the past several years, declining almost 12% from 2000 to 2004. Other segments in the health and beauty realm, notably the skin care market, are stealing consumer attention with multi-benefit and multi-functional products. Add to that the near total saturation of the bar soap category and there is almost no room for innovation and value gains. While Packaged Facts estimates an upturn in 2005, any long-term growth will be hard won. Marketers may do well to take a cue from skin care and leverage higher-end emotional and multi-functional benefits into future product innovations and branding.

This Packaged Facts report examines the retail market for bath and shower care products, covering mass and specialty products, marketers, and outlets, and encompassing four categories: Bar Soap, Body Washes, Bath Additives and Bath Scrubbers. Featuring extensive sales and consumer data, the report focuses on how market-defining trends, such as the development of the men’s grooming sector, which may help grow the market.

Report Methodology
The information in The U.S. Market for Bath and Shower Products is based on both primary and secondary research. Primary research involved an examination of the retail milieu, discussions with marketing, public relations and industry analysts within the bath and shower products market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures primarily from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data compiled by TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for 2005. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor.

The report looks at key segments of the bath and shower products category, examining trends for growth and projecting sales of products through 2010. It analyzes consumer demographics and their current and projected impact on sales of bath and shower products. It provides up-to-date competitive profiles of marketers of bath and shower products and brands and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the bath and shower products industry.

What You’ll Get in this Report
The U.S. Market for Bath and Shower Products makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Bath and Shower Products offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • The Consumer
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the bath and shower market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for bath and shower products, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the bath and shower products consumer based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for bath and shower products.
  • Research and development professionals stay on top of competitor initiatives and explore demand for bath and shower products.
  • Advertising agencies working with clients in the bath and shower products industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Scope
      • Methodology
    • The Bath And Shower Market
    • Factors to Growth
    • Bath and Shower Product Marketers
    • Marketing Dynamics
      • Consumer
    • Trends
      • Citrus Scents Pave Way for Exotic Fragrances
      • Color Appeal, "Color Therapy"
      • Body Anti-Aging
      • The Deep Blue Sea
      • Vitamin Enriched
      • Scrubbers Reinvented
      • Innovative Applications
      • Creative Positioning
      • Aromatherapy
      • At Home Spas
      • Gift Sets Gaining in Popularity
      • Fun Themes For Kids
      • Tweens and Teenagers
      • Real Men Don't Use Body Wash
      • Women Are the Core
      • Go Natural
      • Organic Labeling in Question
  • The Market
    • Product Introduction
      • Body Washes
      • Bath Additives
      • Bar Soaps
      • Bath Scrubbers
      • Product Ingredients
      • Product Packaging and Gift Sets
    • Products Classified by Distribution Class
      • Mass Market
      • Specialty Store
      • Direct Sales
      • Department Stores
    • Overall Market
      • Bath & Shower Recovers
    • Market Structure
      • Bar Soap Struggling For Attention
      • Fragrance Counts
      • The Bar Soap Blues
      • Body Wash- A Consumer Favorite
      • Touching New Heights
      • No Time for Luxury Baths
      • Slow and Steady Decline
      • Bath Scrubber Evolution
      • Refreshed!
    • Factors To Growth
      • Everyone Deserves Indulgence
      • Child-friendly Forms
      • Inspiration From Other Categories
      • Home Spa Treatments
      • Going Organic
      • Further Explore Scent Possibilities
      • Bathrooms, Top Renovation Project
      • Untapped Consumer Markets
      • Pop Prestige Purveyors Proliferate
      • Co-opting Trends in Other HBC Categories
      • The Road Ahead For The Bath and Shower Products Market
  • The Marketers
    • Overall Marketers
      • Table IRI-Tracked Retail Sales of Top Bath and Shower Marketers, 2000-2005 (E) (in million $)
    • Bar Soap Marketers
      • Unilever
      • Procter & Gamble
      • Other Marketers
        • Table IRI-Tracked Retail Sales of Bar Soap Marketers, 2000-2005 (E) (in million $)
      • Top Bar Soap Brands
        • Table IRI-Tracked Retail Sales of Bar Soap Brands, 2000-2005 (E) (in million $)
    • Body Wash Marketers
      • Unilever
      • Procter & Gamble
      • Coty Inc.
        • Table IRI-Tracked Retail Sales of Body Wash Marketers, 2000-2005(E) (in million $)
      • Top Body Wash Brands
        • Table IRI-Tracked Retail Sales of Body Wash Brands, 2000-2005 (E) (in million $)
    • Bath Additive Marketers
      • Table IRI-Tracked Retail Sales of Bath Additives Marketers, 2000-2005 (E) (in million $)
      • Top Bath Additives Brands
        • Table IRI-Tracked Retail Sales of Bath Additives Brands, 2000-2005 (E) (in million $)
    • Bath Scrubber Marketers
      • Table IRI-Tracked Retail Sales of Bath Scrubber Marketers, 2000-2005 (E) (in million $)
      • Top Bath Scrubber Brands
        • Table IRI-Tracked Retail Sales of Bath Scrubber Brands, 2000-2005 (E) (in million $)
    • Private Label
    • Bath and Shower Selected Marketers and Brands
      • Table U.S. Bath and Shower Care Products Market: Selected Marketers and Brands, May 2005
  • Marketing Dynamics
    • Bar Soap Ad Spends: Unilever The Top Spender
      • P&G: No Gains
        • Table Total Ad Spend of Marketers in the Bar Soap Category, January – December 2004 (In thousand $)
        • Table Leading Bar Soap Brand Advertisement Spends, January – December 2004 (In thousand $)
        • Table Leading Bar Soap Brands' Media Usage, January – December 2004
    • Body Wash Ad Spend
      • P&G Concentrates Spending on Olay
      • J&J Focuses on New Products
      • Unilever Focuses on Dove
        • Table Total Ad Spend of Marketers in the Body Wash Category, 2004 (in thousand $)
        • Table Leading Body Wash Brands' Advertisement Spends, January – December 2004 (in thousand $)
        • Table Leading Body Wash Brands' Media Usage, January – December 2004
    • Marketing Initiatives
      • Coty Inc. Goes Organic
      • Bathing Triumvirates
      • Zest Emphasizes Moisturizing
      • Unilever's Unique Brand Promotion
      • A Global Branding Campaign for Dove
      • Pushing Suave To Smart Mothers
      • Bar Soaps as Bait
      • CVS Promotional Strategy
      • Gift Sets Catch Marketers' Attention
    • New Product Introductions
      • Overview
        • Table New Product Introductions in Bath and Shower Category Based on Number of Brands Introduced, January 2004 – May 2005
        • Table Selling Points For Bath and Shower Market by Select Package Tags, January 2004 – May 2005
        • Table Number of Product introductions by Category Tagged Vitamin, January 2004- May 2005
      • Body Wash Introductions
        • Table Total Number of Bath and Shower Product Introductions, January 2004 – May 2005
        • Table Top Body Wash Brands Based on Number of SKUs Introduced, January 2004 – May 2005
        • Table Innovative New Product Introductions in Body Wash
        • Table Popular Body Wash Fragrance Ingredients, January 2004 –May 2005
        • Table Unique Body Wash Food Ingredients, January 2004 –May 2005
        • Table Select Body Wash Product Introductions with Unique Fragrance Ingredients, January 2004 –May 2005
        • Table Body Wash Selling Points by Select Package Tags, January 2004 – May 2005
        • Table Body Wash Introductions Tagged Natural, January 2004–May 2005
        • Table Body Wash Introductions Tagged Vitamins, January 2004 –May 2005
        • Table Body Wash Introductions Tagged Men, January 2004 –May 2005
      • Bar Soap New Product Introductions
        • Table Total Number of New Bar Soap Introductions, January 2004 – May 2005
        • Table Top Soap Brands Based on Number of SKUs Introduced, January 2004– May 2005
        • Table Innovative New Product Introductions in Soap, January 2004 – May 2005
        • Table Popular Bar Soap Fragrances and Ingredients, January 2004 –May 2005
        • Table Selected New Bar Soap Product Introductions with Unique Fragrances and Ingredients, January 2004 –May 2005
        • Table Soap Selling Points by Select Package Tags, January 2004 – May 2005
        • Table Selected New Bar Soap Brand Introductions Tagged Natural, January 2004 –May 2005
        • Table Selected New Bar Soap Brand Introductions Tagged Pure, January 2004 –May 2005
        • Table Selected New Bar Soap Brand Introductions Tagged No Animal Testing, January 2004 –May 2005
        • Table Selected New Bar Soap Brand Introductions Tagged Vitamins, January 2004 –May 2005
      • Bath Additives New Product Introductions
        • Table New Bath Additive Introductions, January 2004 – May 2005
        • Table Top Bath Additives Brands Based on Number of SKUs Introduced, January 2004 – May 2005
        • Table Innovative New Product Introductions in Bath Additives
        • Table Popular Fragrances and Ingredients in Bath Additives by Number of Brands Introduced, January 2004 –May 2005
        • Table Bath Additives Selling Points by Select Package Tags, January 2004 – May 2005
        • Table New Brand Introductions with "Natural" Package Tag For Body Wash, January 2004 – May 2005
        • Table New Brand Introductions with "High Vitamins" Package Tag, January 2004 –May 2005
        • Table New Brand Introductions with "High Minerals" Package Tag, January 2004 –May 2005
      • Body Scrubbers
        • Table New Product Introductions in Body Scrubbers
        • Table Bath Additives Selling Points by Select Package Tags, January 2004 – May 2005
  • The Consumer
    • Simmons Survey
    • Consumers
      • Overview
        • Table U.S. Household Penetration of Bar Soaps and Body Washes, 2005
    • Bar Soap Consumers
      • Usage Rate by Type
        • Table Usage Rate for Bar Soap Types, 2005
      • An Attractive Market For Antibacterial Soaps
        • Table Demographic Characteristics Favoring Use of Antibacterial, Deodorant and Moisturizing Bar Soaps, 2005
      • Usage Rate by Size of Bar Soap
        • Table Usage Rate for Bar Soap Sizes, 2005
        • Table Demographic Characteristics Favoring Use of Small Versus Large Bar Soap Size, 2005
      • Usage Rate by Brand
        • Table Demographic Characteristics Favoring Use of Dial, Dove, Irish Spring, 2005
        • Table Demographic Characteristics Favoring Use of Lever 2000, Caress and Zest, 2005
        • Table Demographic Characteristics Favoring Use of Ivory and Olay, 2005
        • Table Demographic Characteristics Favoring Use of Aveeno, Avon and Neutrogena, 2005
        • Table Demographic Characteristics Favoring Use of Old Spice, Suave and Yardley, 2005
      • Hispanics and African Americans ? Major Bar Soap Users
        • Table Demographic Characteristics Favoring Use of Bar Soap Brands, 2005 (U.S. Adults)
      • Sole User for Bar Soaps
        • Table Demographic Characteristics of Sole Brand User of Bar Soaps, 2005
      • Usage Percentage
        • Table Usage Percentage of Bar Soaps, 2005
        • Table Demographic Characteristics of Usage Frequency for Bar Soaps in Last 30 Days, 2005
    • Body Wash
      • Table Demographic Characteristics Favoring Use of Body Washes, 2005
      • Usage Rate by Brand
        • Table Demographic Characteristics Favoring Use of Caress, Olay and Suave Body Wash, 2005
        • Table Demographic Characteristics Favoring Use of Aveeno, Dial and Softsoap Body Wash, 2005
        • Table Demographic Characteristics Favoring Use of Calgon and Zest Body Wash, 2005
      • Sole User for Body Wash
        • Table Demographic Characteristics of the Sole User of Body Wash, 2005
  • Competitive Profiles
    • Unilever
    • Procter & Gamble
    • The Dial Corporation
    • Colgate-Palmolive
    • Johnson & Johnson
    • Alberto Culver Company
    • Coty Inc.
    • Paris Presents
    • Yardley of London Inc.
    • Galderma (UK) Ltd.
    • Kao Brands Company
    • Beiersdorf Inc.
    • Kirk's Natural Products Corp.
    • The Village Company
      • White Rain Company
      • Delicious Brands LLC
  • Trends and Opportunities
    • Overview
      • Exotic Fragrances Tempt Consumers
      • Beyond Citrus
      • Fruits and Flowers
      • Food Ingredient Trends
      • Color Appeal, "Color Therapy"
      • Forever Young
      • The Deep Blue Sea
      • Vitamin Efficient
      • Innovative Applications
      • Creative Marketing Positioning
      • The Soothing Bathing Experience
        • Table Stress Levels Based on Ethnic Group and Age
      • Aromatherapy
      • At-Home Spa
      • Gift Sets Still Popular
      • Demographic Profiles ? Large Consumer Base
      • Fun Themes Entice Kids
      • Tweens and Teenagers
      • Real Men Don't Use Body Wash, Or Do They?
        • Table Attitude/Opinion on Personal Care, by Gender, 2004
      • Aging Boomers Mostly Ignored
        • Table Projected U.S. Population by Age Bracket, 2000-2010 (in million $)
      • Ethnic Markets Underdeveloped
        • Table Population Projections for Selected U.S. Racial Populations, 2000-2020 (in thousands)
      • Organic and Natural Products
      • Official Organic Labeling Was in Question
      • Proliferation of Specialty Bath and Body Stores
  • Addresses of Selected Marketers

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report