Shower Gel Marketing

Soap, tubfuling tub and ware Products Issues in the Market The guck, bath and waste kinfolk straddles both worlds at once it falls into the arena of must-have consumer goods, which consumers see as inviolate to their everyday wellbeing, while at the aforementioned(prenominal) time it has an opportunity to whang into a consumer desire for escapism and fantasy. Close to half of women who use bath additives, for instance, cite a long bath as their ultimate coddle treat. How m some(prenominal) fast-moving consumer goods segments can claim to satisfy such lofty ineluctably with such a low ticket price?The bang manufacture often cites the resilience of the colour cosmetics category in times of crisis other than known as the lipstick index. It is time for the beleaguered bath additives segment to do the same and position their products as a luxury indulgence at prices accessible to most. Q How is the economic environment impacting sales of flog, bath and squander product s? A Value sales of SBS products grew in single digits amidst 2006 and 2011 (with the exception of 2010 when year-on-year maturement was more or less flat). The category is buffered somewhat from he intemperate economic climate because of the must-have nature of daily cleansing products. At the same time, consumers are clearly under pressure to keep a near eye on household budgets. A third of adults who use shower products are paying more attention to how frequently they spend on such items because of the economic situation and the same is true for four in ten bath product users and three in ten soap users. Looking ahead, Mintel forecasts the SBS category will grow by 11% between 2011 and 2016, while in real terms (excluding inflation) sales will fault very slightly.Q Which segments have most potential for growth? A on that point is a clear divide between two promising segments liquefiable soaps and shower gels and two less buoyant ones bar soaps and bath additives. Minte l expects watery 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 shore to consumer preference. Adults are much more inclined to use shower gels and creams everyplace bath additives, for instance, likely because showering is uch more convenient and is a quicker pickax 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 effort to save water. Meanwhile, liquefied soaps have an edge over the more traditional bar dress with 89% of women using pellucid soaps compared to 77% who use bar soap. magic spell they potentially offer a cost saving over liquid varieties, Brid Costello Senior UK Beauty Analyst emailprotected com Tel +44 (0) 20 7606 4533 A self-confessed(prenominal) beauty junkie, Brid tracks the UKs fast-moving beauty marke t.Before joining Mintel in 2010, she spent a decade as a beauty editor for fashion and beauty trade newspaper Womens Wear Daily. Based in the Conde Nastowned deed of conveyances Paris office for five years before transferring to its capital of the United Kingdom bureau, Brid acquired expertise across the beauty spectrum. Brid studied Journalism at capital of Ireland City University (DCU). 2012 Mintel Group Ltd. All rights reserved. mystic to Mintel. Soap, Bath and Shower Products Issues in the Market bar soaps suffer from a somewhat old-fashioned image. With no sign 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 pervert whatever product is on special offer, while half tune up when their favourite brands are on special offer. Q What are consumers primordial concerns when it comes to bargain foring soap, bath and shower products? A While the basic present of SBS products is to cleanse, such items now go above and beyond that call of duty. much 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 smell 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 in particular keen 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 realise priority, while suitability for the whole family comes second. Q Which consumer demographics are most important to the category and how will opulation deviates impact sales going forward? A Changes in the UKs population make-up will impact the SBS sectors to differing extents between 2011 and 2016. Sho wer 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 soma 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 spud up when their favourite brands are on special offer. It is little strike then that the multiple-door grocery hains dominate the retail landsca pe and account for constrictive to half of category retail sales. With large chains such as Sainsburys, Tesco, Asda and Morrisons frequently basing advertising on their commitment to low pricing and vying with each(prenominal) other to offer headline-grabbing discounts, its unlikely the situation will change anytime soon. This will continue to put pressure on the category opposite number growing value sales as consumers have become addicted to finding their preferred goods at preferential prices. 2012 Mintel Group Ltd. All rights reserved. Confidential to Mintel.