Report Methodology The Market
Three Product Classes Product Formulation Retail Sales Estimated at $1.2 Billion for 1999 Table 1-1: U.S. Retail Sales of Bath and Shower Care Products by Category, 1995-2004 (dollars) Body Washes Account for 63% of Retail Sales Factors to Market Growth The Marketers
Alternative Marketers Prestige Marketers Four Brands Account for Half of Body Wash Sales Figure 1-1: Share of U.S. Mass-Market Body Wash Sales by Top Brands, 1999 (percent): 4 Brands, Others Fragmented Sales for Bath Additives A Spate of Acquisitions New Product Introductions Crucial Two-In-One Products National Advertising Reaches $166 Million in 1999 Unilever Accounts for $75 Million in Market Advertising Most Advertising Promotes Body Washes Most Advertising Targets Women Distribution and Retail
Smaller Marketers Rely on Service Merchandisers Mass Outlets Lead Market Alternative Outlets Maintain Share Department Stores Are Main Prestige Outlets Role of Private Label Mass-Market Brand-Based Websites Alternative Marketers Compete Aggressively Online Line Between Alternative and Prestige Blurs Online The Consumer
Asian Americans Are Prime Consumers A White-Collar Slant Among Customers Strongest Use Among Highest Income Groups Use of Body Washes by Brand Users of Avon, Clinique Soap Users of Jean Naté and Yardley
Bathing Under a Cloud in the Dark Ages Spa Spirit Revives the Bath Bathing American Style Reasons for Bathing Cleanliness Healthfulness Relaxation and Enjoyment Religious Observance Product Categories and Types
Body Washes Bath Additives After-Bath Products Specialty Bar Soaps Three Product Classes Mass-Market Products Alternative Distribution Products Prestige Products Blurring of the Boundaries Product Ingredients and Packaging
Cleansing Ingredients Moisturizing Ingredients Alpha-Hydroxy Acids Aromatherapy Ingredients Multiple-Benefit Products FDA Classifies Drugs and Cosmetics Packaging Helps Sell Product Gift Sets Mass vs. Prestige Packaging Green Packaging Figure 2-1: Estimated Retail Sales of U.S. Bath and Shower Care Market, 1995-1999 (dollars) Market Size and Growth
Table 2-1: The U.S. Bath and Shower Care Market: Retail Sales by Product Category, 1995-1999 (dollars): Body Washes, Bath Additives, After-Bath Products, Specialty Bar Soaps Sales and Growth Vary Widely Among Categories Body Wash Sales Continue to Grow Bath Additives Category Wavers After-Bath Category Springs to Life Sales of Specialty Soaps Slow Market Composition
Table 2-2: The U.S. Bath and Shower Care Market: Share of Retail Sales by Product Type, 1995-1999 (percent): Body Washes, Bath Additives, After-Bath Products, Specialty Soaps Body Wash and After-Bath Shares Have Grown Rapidly Figure 2-2: Share of U.S. Bath and Shower Care Market by Product Type, 1999 (percent): Body Washes, Bath Additives, After-Bath Products, Specialty Bar Soaps Mass Outlets Claim Two-Thirds of Sales Figure 2-3: The U.S. Bath and Shower Care Market: Share of Retail Sales by Outlet Type, 1995 vs. 1999 (percent): Mass Merchandisers, Supermarkets, Drugstores, Prestige Outlets, Alternative Channels Figure 2-4: Share of U.S. Bath and Shower Care Market by Outlet Type, 1999 (percent): Mass Merchandisers, Supermarkets, Drugstores, Prestige Outlets, Alternative Channels Product Use Varies Little by Region Table 2-3: Use of Liquid Soap/Body Wash by Region, 1999 (percent and index): Midwest, South, Northeast, West, Total Factors to Market Growth
But Baths Are Back A Low-Cost Spa Experience New Products Flood Market Increasing Ad Budgets Boost Market Aromatherapy Becomes Mainstream Bath Care as Fragrance Alternatives Boomer Attitudes and Bath Care Sales Marketing to Men Teenagers and Kids as Key Segments Merchandising Strategies Spur Bath Care Bath Care as Giftware Figure 2-5: Projected Retail Sales of U.S. Bath and Shower Care Market, 1999-2004 (dollars) Projected Market Growth
Table 2-4: Projected Retail Sales of U.S. Bath and Shower Care Market, 1999-2004 (dollars)
Two Companies Lead Mass Market Secondary Mass Players Alternative Marketers Prestige Marketers Marketers of Natural Products Aromatherapy Players Table 3-1: U.S. Bath and Shower Care Products Market: Selected Marketers and Major Brands, 1999 (58 Marketers) Marketer and Brand Shares
Unilever at the Top Procter & Gamble in Distant Second Nine Brands Responsible for Three-Fourths of Body Wash Sales Table 3-2: Share of U.S. Mass-Market Body Wash Sales by Leading Brands, 1998-1999 (percent): 9 Brands/Marketers, All Others Oil of Olay Is Number-One Body Wash Dove Body Wash Ranks Second Herbal Essences Body Washes Place Third Fourth-Place Caress Body Wash Climbs Steadily Softsoap Body Wash Places Fifth Suave and Dial Body Washes Gain Share Lever 2000 and Jergens Body Washes Slip in 1999 Top Eleven Bath Additives Account for Three-Fifths of Sales Vaseline Intensive Care Is Number-One Bath Additive Calgon Leaps into Second Place Table 3-3: Share of U.S. Mass-Market Bath Additive Sales by Leading Brands, 1998-1999 (percent): 10 Brands/Marketers, Private Label, All Others Johnson's Bath Additives Rank Third Mr. Bubble Strengthens Its Fourth Place Position Remaining Top Brands Claim 2%-4% Shares Top Direct, Specialty, and Prestige Players Competitive Overview
New Product Introductions Crucial The Importance of Advertising Mass Market Subdivided into Specialty and Commodity Added Benefits Drive Competition Competitive Profile: Alberto-Culver Co.
Alberto-Culver Behind First Mass-Oriented Hair and Body Shampoo St. Ives Offers Natural Body Washes Competitive Profile: Avon Products, Inc.
Advertising Budget Way Up for 2000 Increasing Its Internet Presence Avon Capitalizes on Aromatherapy Trend New Bath Collections Avon Naturals Natural-Based Milk Made Line Avon's Ever-Popular Skin-So-Soft Line Avon Active in Bubble Bath Segment Revolution Targets Teens Competitive Profile: Belae Brands, Inc.
Important Marketer of Children's Products Original Vitabath Brand Still Strong VitaSpa Is More Upscale Vitabath Naturals Target Price-Conscious Consumers Competitive Profile: The Body Shop, Inc.
Aromatherapy Entries Body Shop Body Washes Bath Additives A Wide Assortment of Specialty Bar Soaps Africa Spa Treatment Line Ayurveda Line Debuts Competitive Profile: Colgate-Palmolive Co.
Successful Extension of Softsoap Liquid Hand Soap Line The Big Bang Competitive Profile: Cosmair, Inc.
Yardley Bath Shoppe Carries Upscale Image Other Yardley Bath and Shower Care Products Lancôme's Aromatherapy Line Competitive Profile: Del Laboratories, Inc.
Naturistics a Very Broad Line Sea Mineral Body Care Collection Provides Spa Ritual Bath Fizzies Debut Tapping into the Aromatherapy Trend Bath Zest After-Bath Entries Competitive Profile: The Dial Corp.
Renewed Focus on Bath Care Dial Acquires Freeman Cosmetic in 1998 Beautiful Bath Line Boasts Versatility Dial Acquires Sarah Michaels in 1998 The Sarah Michaels Bath Collection Sarah Michaels Aromatherapy New Packaging and Advertising for Dial in 1998 New Spring Water Dial Debuts Dial Ultra Skincare Boasts Antibacterial Agent Nature's Accents Formulated with Natural Ingredients Tone Body Wash Competitive Profile: Estée Lauder Cos., Inc.
Clinique Competes with Body Washes Origins Boasts All Natural Ingredients Targeting Men with Male Call Competitive Profile: The Gillette Co.
Gillette Competes Successfully with White Rain Line Satin Care Debuts Gillette Series Targets Men Competitive Profile: Johnson & Johnson
Neutrogena Purchase Brings Bath Care to Johnson & Johnson Neutrogena's Rainbath Lineup Other Neutrogena Body Washes Acquisition of Aveeno Competitive Profile: Kao Corp.
Andrew Jergens a Pioneer in Shower Care ActiBath a Novel Bath Additive Jergens Creates First Body Wash to Include Branded Lotion Competitive Profile: The Limited, Inc.
Bath & Body Works Retail Outlets Growing Success Through Continuous Product Innovation and Introduction Plans for Growth The Men's Collection Competitive Profile: Minnetonka Brands, Inc.
A Stable of Licensed Children's Products The Star Wars License Targeting Teens Village Naturals Relaunched Frutta Viva Debuts in 2000 Competitive Profile: The Procter & Gamble Co.
Oil of Olay Adds Petrolatum and Aromatherapy Benefits Ivory Moisture Care Debuts in 1997 Noxzema Line Extended to Body Wash Zest Body Wash Targets Men Competitive Profile: Reckitt Benckiser Plc
Coty Promotes "Visionary Thinking" Luring Consumers Back to Mass Outlets Calgon Body Mists Debut The Calgon Bath and Body Collection Healing Garden Brings Aromatherapy to Mass Market Support for Retailers Competitive Profile: Unilever
Unilever Dominates Bath and Shower Market Lever Brothers Body Washes The Caress Body Wash and Bath Line Dove Body Wash Also Targets Dry Side Dove Nutrium Debuts Lever 2000 Targets All Family Members Chesebrough-Pond's Division of Unilever Vaseline Intensive Care Bath Product Line Bath Line Re-Vamped in 1997 Helene Curtis Division of Unilever Suave Line Extended into Body Wash Field Elizabeth Arden Competes with Green Tea Competitive Briefs
Beiersdorf AG Bonne Bell, Inc. Bristol-Myers Squibb Co. Burt's Bees, Inc. Caswell-Massey Co. Ltd. Crabtree & Evelyn Ltd. The Delhar Group, Inc. Fruit of the Earth, Inc. Garden Botanika, Inc. Henkel KGaA IBN International J.B. Williams Co., Inc. Kiss My Face Corp. Lander Co. Mary Kay, Inc. Northern Labs, Inc. Parfums de Coeur Ltd. Playtex Products, Inc. RC International Renaissance Cosmetics, Inc. Revlon, Inc. Schroeder & Tremayne, Inc. Scott's Liquid Gold, Inc. Solar Cosmetic Labs, Inc. TerraNova Marketing and New Product Trends
Ad Spending Increases as Competition Heats Up Pricing Is Critical Presentation Another Key Factor Marketers Promote Luxury Holiday Gift Sets Important Products Emphasize Stress Relief Riding the Aromatherapy Wave The All-Natural, Environment-Friendly, Cruelty-Free Niche The Case for Family Use and Convenience Targeting Men and Kids All-Around Positioning Two-In-One Products Table 3-4: U.S. Bath and Shower Care Products Market: Selected New Product Introductions and Line Extensions, 1998-1999 (40 Marketers) Consumer Advertising and Promotion
Unilever Accounts for $75 Million in Market Advertising Procter and Gamble Spends $33 Million Reckitt Benckiser in Distant Third with $15 Million Fa's Launch Puts Henkel in Fourth Place Four Marketers Spend $5-$8 Million Most Advertising Promotes Body Washes Most Advertising Targets Women Promotions a Key Tool Mass-Market Promotions: Coupons and Trial Sizes Point-of-Purchase Displays Advertising Samples Trade Advertising and Promotion
Co-Op Advertising Allowances Trade Shows and Trade Advertising
Smaller Marketers Rely on Service Merchandisers Diverters Move Prestige Products Through Mass Outlets Bath and Shower Care Sales Substantial for Alternative Marketers At the Retail Level
Table 5-1: Share of U.S. Bath and Shower Care Products Market: By Outlet Type, 1995 vs. 1999 (percent): Mass Merchandisers, Supermarkets, Drugstores, Prestige Outlets, Alternative Channels Mass Outlets Lead Market Alternative Outlets Maintain Share Role of Private Label The Positioning Problem Retail Focus: Mass-Market Outlets
Discount Stores Gain in Bath Share Positioning Bath Care Products in Discount Stores Emulating Specialty Bath Outlets Merchandising Difficulties Supermarket Sector Overview Supermarkets' Share Somewhat Stagnant Positioning Bath Care Products in Supermarkets Catching the Supermarket Consumer's Eye Drugstore Sector Overview Drugstores Continue to Lose Market Share Positioning Bath Care Products in Drugstores The Boutique Approach Drugstore Bath and Shower Care Promotions The Health Care Appeal of Drugstores Drugstores Score with Private Label Retail Focus: Alternative and Prestige Outlets
Health Stores and Bath Care Department Stores Are Main Prestige Outlets Retail Focus: Online Trends
Mass-Market Brand-Based Websites Alternative Marketers Compete Aggressively Online Line Between Alternative and Prestige Blurs Online
Consumer Demographics
145 Million Adult Users of Liquid Soap/Body Wash Upscale Slant to Indicators Indicators Do Not Include Age, Gender, or Education Asian Americans Are Prime Consumers A White-Collar Slant Among Customers Strongest Use Among Highest Income Groups Household Factors Not Strong Determinants Use of Body Washes by Brand The Age Factor Patterns by Racial Group Regional Bases by Brand Socioeconomic Factors by Brand: Education, Occupation, and Household Income Household Factors by Brand 6 Million Users of Avon Bar Soap 3 Million Users of Clinique Soap Users of Jean Naté and Yardley Table 5-1: Demographic Characteristics Favoring Use of Liquid Soap/Body Wash, 1999 (U.S. Adults) Table 5-2: U.S. Adult Use of Liquid Soap/Body Wash by Race, 1999 (percent and index): Asian, Not White or Black, White, Other, Black Table 5-3: U.S. Adult Use of Liquid Soap/Body Wash by Selected Occupations, 1999 (percent and index): 11 Occupation Categories Table 5-4: U.S. Adult Use of Liquid Soap/Body Wash by Household Income, 1999 (percent and index): From Under $9,999 to $150,000 or More Table 5-5: U. S. Adult Use of Liquid Soap/Body Wash by Brand, 1999 (number and percent): 13 Brands Table 5-6a: Demographic Characteristics Favoring Use of Liquid Soap/Body Wash by Brand: Oil of Olay 2-in-1 Body Wash vs. Caress Body Wash, 1999 (U.S. Adults) Table 5-6b: Demographic Characteristics Favoring Use of Liquid Soap/Body Wash by Brand: Dove Beauty Wash vs. Dial Body Wash, 1999 (U.S. Adults) Table 5-6c: Demographic Characteristics Favoring Use of Liquid Soap/Body Wash by Brand: Clairol Herbal Essences Body Wash vs. Lever 2000 Body Wash, 1999 (U.S. Adults) Table 5-6d: Demographic Characteristics Favoring Use of Liquid Soap/Body Wash by Brand: Zest Body Wash vs. Vaseline Intensive Care, 1999 (U.S. Adults) Table 5-6e: Demographic Characteristics Favoring Use of Liquid Soap/Body Wash by Brand: Neutrogena Rainbath Gel vs. White Rain, 1999 (U.S. Adults) Table 5-6f: Demographic Characteristics Favoring Use of Liquid Soap/Body Wash by Brand: Tone, Sarah Michaels, and Nivea Shower Gel, 1999 (U.S. Adults) Table 5-7: Demographic Characteristics Favoring Use of Bar Soap by Brand: Avon vs. Clinique, 1999 (U.S. Adults) Table 5-8: Demographic Characteristics Favoring Use of Fragrance by Brand: Jean Naté vs. Yardley, 1999 (U.S. Adults) Appendix I: Advertisements. This appendix appears in bound editions only. Appendix II: Addresses Of Selected Marketers |
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