MINTEL GLOBAL NEW PRODUCTS

Soap, Bath and Shower Products

Market Overview

The soap, bath and shower product market reached an estimated $8.4 billion in total 2021 retail sales, a decrease of 9.6% from 2020.

The immediate effect of the COVID-19 pandemic saw consumers stockpile hygiene essentials, particularly liquid hand soap and hand sanitizer, accelerating market sales in 2020. Therefore, the market’s sales decline in 2021 is a reflection of the market rebalancing itself.

Nine out of 10 U.S. consumers say that taking care of the skin on their bodies is just as important as taking care of the skin on their faces.

Four in 10 U.S. consumers say that the scent of a product is just as important as the effectiveness.

Key Issues

As global concerns regarding water shortages intensify, expect to see even more people take action to limit their usage of water.

Price increases in soap, bath and shower products are inevitable as the cost of raw materials and transport continues to rise, which will ultimately be felt by the consumer. This could lead to some shoppers trading down to less expensive brands.

While more research is still needed when it comes to the gut-skin axis, expect conversations on skin-barrier health and the skin’s microbiome to have a significant impact on the category moving forward. FOR MORE INFORMATION, VISIT WWW.MINTEL.COM OR CALL 800-932-0400

What Consumers Want, and Why

Young adults’ elevated interest in eco-friendly products signals that the desire to live more sustainably will be a driving force behind innovation in the soap, bath and shower product space. This desire to live more sustainably could also affect cleansing routines, suggesting that some consumers will forgo bathing rituals to reduce their water footprint.

The ongoing pandemic has reinforced the importance of hand hygiene, and many consumers are planning to continue practicing good hand hygiene habits even after the pandemic passes. Hand sanitizer will be considered a hygiene staple in the longer term, creating ongoing opportunities to innovate in a space that has long been overlooked.

Consistent with their elevated engagement and investment in soap, bath and shower products in general, women have higher expectations from their bodycleansing routines. This means that brands will have to work harder to prove their results to win women over.