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Bath and Shower Care Products Market
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Jan 1, 1997
326 Pages - Pub ID: LA329082
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- Executive Summary
The Products
- Focus of the Report
- Mass Market Versus Prestige
The Market
- Retail Sales Estimated at $921 Million for 1996
- Factors In Future Market Growth
- Continued Emphasis on Exercise
- Our Stressful Lives
- The Politically Correct Pleasure-Revenge
- Helping Aging Skin
- Aromatherapy As Alternative Medicine
- New Product Activity Is Vigorous
- Products More Visible
- Growing As A Gift Item
- Growth of Specialty Retail Shops
- US Bath and Shower Care Market to Exceed $12 Billion by 2001
- Table 1-1: Size and Growth of the US Market for Bath and Shower Care Products, 1992-2001 (retail dollars)
Body Washes Account for Almost Two-Thirds of Retail Sales
The Marketers
- Numerous Bath and Shower Care Marketers
- Three Distinct Classes of Marketers
- Top Three Marketers Control More Than Half of Market
Retail and Distribution
- Direct Distribution Channels
- Dramatic Changes Seen in Mass Retail
- Figure 1-1: Share of US Dollar Sales of Bath and Shower Care Products: By Outlet Type, 1995 vs 1993 (percent)
The Consumer
- 61 Million Users
- Over a Third of US Women Report Using Products Five or More Times a Week
Scope and Methodology
- The Products
Bathroom
- Bath and Shower Care Market Is Bubbling
- Everyone into the Bath!
- A Real Wash-Out
- Coming Clean in America
- Bathing as a Medical Aid
- Bathing for Cleanliness
- Bathing for Religious Reasons
- Bathing for Relaxation and Pleasure
- The First Bath Care Products
The Products
- Scope of the Report
- Spicing up Your Tub Time with Bath Additives
- Gels and Washes for Baths and Showers
- Specialty Soaps
- After-Bath Products
- Mass Market Versus Prestige
Product Ingredients
- Ingredients in Bath and Shower Products
- Aromatherapy Ingredients
Product Packaging
- Packaging Helps Sell the Product
- Green Packaging
Regulatory Milieu
- Classification Depends upon Several Factors
- The Market
- Figure 3-1: Size and Growth of US Bath and Shower Care Market, 1992-2001 (retail dollars)
Market Size and Growth
- Difficulty in Arriving at Sales Estimates
- Packaged Facts Methodology
- Retail Sales Estimated at $921 Million for 1996
- Invasion of The Body Washes
- Table 3-1: Size and Growth of the US Bath and Shower Care Market: By Product Category, 1992-1996 (retail dollars): Categories: Body Washes, Bath Additives, Specialty Soaps, After Bath Body Washes Continue Spectacular Growth
Bath Additives Segment Losing Its Bubble
- Specialty Soaps and After-Bath Products Going Nowhere
Factors in Future Market Growth
- Bath and Shower Care Sales Growing from a Trickle to a Torrent
- Baths on the Rise, but Showers Still Important
- Stressed-Out Boomers Target of Bath Care Blitz
- If It Feels Good, Do It—1990s Style
- Let's Go to the Spa
- Helping Aging Skin
- Aging Baby Boomers Helping to Fuel Market Growth
- Value Driving Bath Care Growth
- Aromatherapy as Alternative Medicine
- "Natural" Bathing
- Bath and Shower Care Market Awash with New Products
- More Retail Room for Bath Care Products
- Give the Gift ofBath and Shower Care?
- Men are Becoming a Bigger Target
- Specialty Retail Shops Focus on Body and Bath
Projected Sales
- US Bath and Shower Care Market to Exceed $12 Billion by 2001
- Body Washes To Continue Spectacular Growth
- Table 3-2: Projected Growth of the US Bath and Shower Care Market: By Product Category, 1996-2001 (retail dollars);
Categories: Body Washes, Bath Additives, Specialty Soaps, After Bath
Market Composition
- Body Washes Account for Almost Two-Thirds of Retail Sales
- Figure 3-2: Share of US Bath and Shower Care Retail Dollars: By Product Category, 1996 (percent); Category: Body Washes,
Bath Additives, Specialty Soaps, After-Bath Products Body Wash Share Has Grown Rapidly
- Table 3-3: Share of Bath and Shower Care Sales: By Product Type, 1992-1996 (percent); Categories: Body Washes, Bath
Additives, Specialty Soaps, After Bath Body Washes Expected to Grow Faster Than Other Categories
- Figure 3-3: Projected Share of Bath and Shower Care Sales: By Product Type, 1996 versus 2001 (percent); Categories:
Body Washes, Bath Additives, Specialty Soaps, After Bath Alternative Leads in Sale of Bath and Shower Care Products
- Table 3-4: Share of US Bath and Shower Care Market: By Outlet Type, 1993 vs 1995 (percent of retail dollars);
Outlets: Mass Merchandisers, Supermarkets, Drugstores, Prestige Outlets, and Alternative Channels Per Capita Use of Bath and Shower Care Products Varies Little by Region
- Table 3-5: Use of Bath and Shower Care Products: By Region, 1996 (percentage and index); Regions: South, Midwest, West,
Northeast
- The Marketers
The Marketers
- Numerous Bath and Shower Care Marketers
- Three Distinct Classes of Marketers
- Many Diverse Companies Make Up the Mix
- Larger Companies Offer Multiple Brands
- Table 4-1: Selected Marketers and Their Major Brands of Bath and Shower Care Products, 1996 (listing); Marketer: Alberto-Culver,
Avon, Beiersdorf, Benckiser, Ben Rickert, The Body Shop, Bonne Belle, Bristol-Myers Squibb, Cabot Laboratories, Colgate-Palmolive, Cosmair, Cosmyl, Crabtree & Evelyn, Del Laboratories, Delhar Knowlton Cosmetics International, The Dial Corporation, Donna Karan Beauty Company, Essential Elements, Estee Lauder, Freeman Cosmetic Company, Garden Botanika, Gillette, Goodebodies, H20 Plus, Henkel, Johnson & Johnson, SC Johnson & Sons, Kao/Andrew Jergens, LaLoren, Leiner Health Products, The Limited, L'Oreal, Mary Kay, Minnetonka Brands, Neoteric, Northern Labs, Procter & Gamble, Revlon, San Francisco Soap, Scott's Liquid Gold, Smith & Vandiver, Solar Cosmetic Labs, Tsumura International, Unilever
Marketer Shares
- Overstatement of Purchases from Mass Retail Outlets
- Marketer Shares Go Topsy Turvey
- Unilever is the Undisputed Leader
- Procter & Gamble in Second Place
- Kao in Third Place
- Table 4-2: Share of US Bath and Shower Care Mass Market: By Marketer, 1995 (percent); Marketer: Unilever, Procter & Gamble,
Kao, Benckiser, Minnetonka Brands, Johnson & Johnson, LaLoren, Private Label
- Handful of Marketers Compete for Prestige Sales
- Avon Number One in Direct Sales
- Bath & Body Works Leads in Specialty Outlets
Brand Shares
- Top Five Brands Make Up Half of the Market
- Oil of Olay is Number One
- Jergens in Number Two Spot
- Caress and Dove Tied for Third Place
- Vaseline Intensive Care Ranks Fifth
- Table 4-3: Share of US Bath and Shower Care Mass Market: By Brand, 1994-1995 (percent); Brand: Oil of Olay, Jergens, Caress, Dove, Vaseline Intensive Care, Calgon, Neutrogena, Sarah Michaels, Private Label
Competitive Situation
- Market Leaders are All Relatively New Introductions
- Mass Market Subdivided into Specialty and Commodity
- Added Benefits Drive Competition
Competitive Profile: Unilever
- Unilever: A Huge Consumer Products Company
- Unilever: The Biggest Player in the Bath and Shower Market
- Lever Brothers Body Washes
- Caress is Aimed at Women
- Dove Body Wash Also Targets the Dry Side
- Lever 2000 Targets All Family Members
- Chesebrough-Pond's Division of Unilever
- Vaseline Intensive Care Bath Product Line
- Helene Curtis Division of Unilever
- Suave Line Extended into Body Wash Field
Competitive Profile: The Procter & Gamble Company
- The Procter & Gamble Company Dominates Many Packaged Goods Categories
- Oil of Olay Name is Extended to Body Washes
- Zest—A Popular Name Among Bar Soaps
Competitive Profile: Kao Corporation
- Kao Corporation—An $8 Billion Company
- Andrew Jergens Company on the Bath Front
- Jergens a Pioneer in the Shower
Competitive Profile: Joh A Benckiser
- Benckiser Consolidates Cosmetic and Fragrance Business Under Coty Division
- Calgon—Long a Popular Name in Bath and Shower Care
Competitive Profile: Minnetonka Brands, Inc
- Formed in 1993 by Management Buyout
- Private Moments by Village
- Village Naturals Based on Natural Ingredients
Competitive Profile: Johnson & Johnson
- Johnson & Johnson is More Than a Baby Care Products Marketer
- Neutrogena Purchase Brings Bath Care to Johnson & Johnson
- Rainbath Product Line Dates Back to 1970
Competitive Profile: LaLoren Inc
- LaLoren, Inc: Originally a Marketer of Bath Accessories
- Sarah Michaels
Competitive Profile: Colgate-Palmolive Company
- Colgate-Palmolive Offers Many Famous Brands
- Softsoap Gentle Antibacterial Body Wash
- Protex Shower Products Marketed Elsewhere
Competitive Profile: The Dial Corporation
- Company Sales Approached $36 Billion in 1995
- Dial Ultra Skin Care Boasts of Antibacterial Agent
- Nature's Accents Formulated with Natural Ingredients
- Tone Body Wash
Competitive Profile: Beiersdorf AG
- Beiersdorf AG Markets Nivea
Competitive Profile: Freeman Cosmetics Corporation
- Freeman Cosmetics Corporation
- A Host of New Entries Since Summer 1995
Competitive Profile: Tsumura International
- Tsumura Produces Fragrances, Cosmetics, and Toiletries
- Original Vitabath Brand Still Strong
- VitaSpa is More Upscale
- Vitabath Naturals Designed for the Price Conscious
Competitive Profile: L'Oreal
- An International Cosmetics and Toiletries Marketer
- Yardley Bath Shoppe Carries Upscale Image
- Other Yardley Bath and Shower Care Products
Competitive Profile: Del Laboratories, Inc
- In 1995 Sales Rose to $212 Million
- Naturistics is a Very Broad Line
Competitive Profile: The Gillette Company
- The Gillette Company—A Personal Care Company
- White Rain Enters Bath and Shower Care Market
Competitive Profile: SC Johnson & Sons
- The Largest Privately-Held Household and Personal Care Products Company
- Aveeno
Competitive Profile: Avon Products, Inc
- Sales Placed at $45 Billion in 1995
- Avon Naturals Available as Foam Bath and Shower Gel
- Avon Has Several Lines Based on Aromatherapy
- Avon's Skin-So-Soft for So-Many-Users
- Avon Also Active in Bubble Bath Area
- Avon Calling for the Spa Life
- Avon Goes Country
- Avon Continues to Splash with New Bath Lines
Competitive Profile: Mary Kay Inc
- Sales Reached $950 Million in 1995
- Private Spa Covers Bath and Shower Care Products
Competitive Profile: The Body Shop
- The Body Shop is Hurting
- Three Major Product Lines
- Other Bath and Shower Care Items Also Offered
Competitive Profile: The Limited, Inc
- Fiscal 1996 Sales Approached $8 Million
- Bath & Body Works Retail Outlets Growing
- An Extensive Bath Line
- Victoria's Secret is Primarily A Lingerie Store
Competitive Profile: Garden Botanika, Inc
- A Retailer of Personal Products
Competitive Profile: Estee Lauder Group
- Marketer of Prestige Skincare, Cosmetic, and Fragrance Products
- Clinique Has Scientific Image
- Origins Boasts of All Natural Ingredients
Competitive Profile: Scott's Liquid Gold Inc
- Scott's Liquid Gold—a Household Chemicals Marketer
- Body Washes Added to Alpha Hydrox Line
Competitive Profile: Revlon
- Revlon
- Jean Nate an Early Bath and Shower Marketer
- Almay Division Also Has Entry
Competitive Profile: Smith & Vandiver
- Smith & Vandiver Offers Several Bath and Shower Care Items
- Rituals Is Most Upscale Line
- Back to Basics Is A Natural Line
- Botanicals Line is Based on Aromatherapy
- Smith & Vandiver Fine Toiletries Is A Broad Line
- Sinclair & Valentine Division Offers Three Lines
Competitive Profile: Alberto-Culver Company
- Alberto-Culver Introduces First Mass Oriented Hair and Body Shampoo
- St Ives Offers a Face and Body Wash
Competitive Profile: Dep Corporation
Competitive Profile: Cabot Laboratories, Inc
- Cabot Laboratories Extends Its Bath/Shower Offerings
Competitive Profile: Bonne Bell, Inc
- Bonne Bell Targets Teen Girls
Competitive Profile: Northern Labs
- Northern Labs Adds Another Bath Product
Marketing Trends
- Many Bath Products Emphasize Stress Relief
- Ad Spending Increases as Competition Heats Up
- Influx of Value-Priced Marketers
- Starter Kits are Widely Used
- Merchandising Strategies
- All-Family Usage Encouraged
- Retailers Offer Saleable Samples
- Line Extensions of Major Bar Soaps
- Pricing Critical
- Holiday Gift Sets Important
- Is It Soap or is It Skincare?
- Luxurious Upscale Images Being Promoted
- Convenience Is Nice Too!
Product Trends
- Two-In-One
- Bath and Shower Products of Today Smell So Good!
- Back to Nature
- It Is All in the Formula
- Aromatherapy a Growing "Smell-Sation"
- Vitamins Fortify Products
- Table 4-4: Selected New Bath and Shower Product Introductions and Line Extensions: 1996 (listing); Marketer: Alberto-Culver,
Avon Products, Beiersdorf, AG, Colgate-Palmolive, Del Laboratories, Dial Company, Freeman Cosmetic Company, Gillette, John-son & Johnson, Kao Corporation, LaLoren, The Limited, Procter & Gamble, Tsumura, Unilever
Consumer Advertising Expenditures
- Bath and Shower Care Marketers Estimated to Have Spent $90 Million in 1995
- Big Ad Budgets Help Launch Products
Advertising Positioning
- Skin Benefits Main Advertising Theme
- It Is (Mostly) All for the Ladies
- All Natural Themes to be More in Evidence
- Advertising Examples Examined
Consumer Promotions
- Consumer Promotions Important
- Trial Sizes are Popular
- Couponing Used for Mass Market Products
- Cross-Promoting Helps!
- Mass Market Brands: Point-of-Purchase Displays
- Prestige Brands: Point-of-Purchase Displays
Trade Advertising and Promotion
- Standard Promotions
- Retail Displays
- Co-Op Advertising Allowances
- Trade Shows
- Trade Advertising
- Distribution And Retail
Distribution
- Leading Mass and Prestige Marketers Use Direct Distribution
- 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
- The Major Outlets
- Table 4-1: Share of US Dollar Sales of Bath and Shower Care Products: By Outlet Type, 1993 vs 1995 (percent); Outlets:
Mass Merchandisers, Supermarkets, Drugstores, Prestige, Alternative Dramatic Changes Seen in Mass Retail
Alternative Channels Lose Some Position
- Growth of Private Label
- At the Mass Level Private Label Important in Drugstores and Mass Merchandisers
- The Merchandising Dilemma of The Field
Retailing Bath and Shower Care Products in Mass Merchandisers
- Mass Merchandisers Lead with 28% of Sales
- Brands Available
- Merchandising
- Promotion
- Price
Retailing Bath and Shower Care Products in Supermarkets
- Supermarkets' Share of the Business is Bubbling
- Brands Available
- Supermarket Merchandising
Retailing Bath and Shower Care Products in Drugstores
- Drugstores Lose Market Share
- New Efforts To Improve Standing
- Will Consolidation Help?
- Merchandising in Drugstores
- Chain Drugstores Still Have The Greatest Selection
- Drugstore Bath and Shower Care Promotions
Retailing Bath and Shower Care Products in Prestige Outlets
- Department Stores are Main Prestige Outlet
- Merchandising of Bath and Shower Care Products in Department Stores
- Prestige Bath and Shower Products Important in Gift Giving
Retailing Bath and Shower Care Products in Alternative Outlets
- Various Types of Alternative Outlets
- Specialty Retailers Could Be Facing Trouble
- Direct Selling Should Be Doing Well
Bath and Shower Care Users
- 61 Million Users
- Over a Third of US Women Report Using Products Five or More Times a Week
Both Use and Frequent Use Decline with Advancing Age
- Table 6-1: Adult Female Use and Frequent Use of Bath and Shower Products: By Age, 1996 (percent and index); Age:
Under 35, 35-44, 45-64, and 65 or over Less Education for Frequent Users
- Table 6-2: Adult Female Use and Frequent Use of Bath and Shower Products: By Education, 1996 (percent and index);
Education: Graduated College, Attended College, Graduated High School, Not High School Graduate Professional/Managerial Types Least Likely to Use Frequently
- Table 6-3: Adult Female Use and Frequent Use of Bath and Shower Products: By Occupation; Occupation: Professional/
Managerial, Technical/Clerical/Sales, Blue collar, Not employed Frequent Use Strongest among Lowest Income Groups
- Table 6-4: Adult Female Use and Frequent Use of Bath and Shower Products: By Household Income, 1996 (percent and
index); Income: Under $20,000, $20,000-$39,999, $40,000 or more Product Use Varies Just a Little by Region
- Table 6-5: Adult Female Use and Frequent Use of Bath and Shower Products: By Region, 1996 (percent and index);
Region: Northeast, Midwest, South, and West African Americans Most Likely to Use
- Table 6-6: Adult Female Use and Frequent Use of Bath and Shower Products: By Race, 1996 (percent and index); Race:
White, African American, and Other Use Highest among Single Women
- Table 6-7: Adult Female Use and Frequent Use of Bath and Shower Products: By Marital Status, 1996 (percent and index);
Status: Single, Married, Divorced/Separated/Widowed
- Table 6-8: Demographic Characteristics Favoring US Adult Female Total and Frequent Use of Bath and Shower Products;
Factor: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race, Household Income, Household
Size, Children in Household
Bath and Shower Care Product Users: By Product Form
- Bubble Bath Used by More Women than Other Forms
- Table 6-9: Adult Female Bath and Shower Product Use: By Product Form, 1996 (number and percent); Form: Bubble Bath, Gel, Beads/Powder, Foaming Oil, Other Oil, Any Form Simmons Data Seems Surprising
- Table 6-10: Adult Female Use of Bath and Shower Care Products: By Type Product Used, 1993-1996 (percent); Types: Bubble
Bath, Gel, Beads/Powder, Foaming Oil, Other Oil Age Is Important Discriminator of Product Type Used
- Table 6-11: Adult Female Use of Selected Forms of Bath and Shower Care Products: By Age of User (percent and index);
Types: Bubble Bath, Foaming Oil, Other Oil, Beads/Powders, Gel; Age: 18-24, 25-34, 35-44, 45-54, 55-64, 65+
Gel Users More Educated Than Other Users
- Table 6-12: Adult Female Use of Selected Bath and Shower Care Products: By Education of User, 1996 (percent and index);
Types: Bubble Bath, Foaming Oil, Other Oil, Beads/Powders, Gel; Education: College Graduate, Attended College, High
School Graduate, Not a High School Graduate, All Gel Users Reside In More Upscale Households Than Users Of Other Forms
- Table 6-13: Adult Female Use of Selected Bath and Shower Care Products: By Household Income of User, 1996 (percent and index); Types: Bubble Bath, Foaming Oil, Other Oil, Beads/Powders, Gel; Income: Under $10,000, $10,000-$19,000, $20,000-$29,000, $30,000-$39,000, $40,000 or more, All
African-Americans Considerably Above Average Users of All Product Types
- Table 6-14: Adult Female Use of Selected Bath and Shower Care Products: By Race of User, 1996 (percent and index); Types:
Bubble Bath, Foaming Oil, Other Oil, Beads/Powders, Gel; Race: White, Black, Asian, Other, All Oils and Beads/Powders Favored in the South
- Table 6-15: Adult Female Use of Selected Bath and Shower Care Products: By Census Region, 1996 (percent and index); Types:
Bubble Bath, Foaming Oil, Other Oil, Beads/Powders, Gel; Region: Northeast, Midwest, South, West, All; Locality: Metro, Non-Metro, All
- Table 6-16: Demographic Characteristics Favoring Use of Bath and Shower Products: By Major Product Type, 1996 (listing);
Type: Bubble Bath, Foaming Oil, Other Oil, Beads/Powders, Gel; Factor: Age, Education, Occupation, Family Status, Region,
Locality, Race, Household Income, Household Size, Children in Household
Appendix I: Examples Of Advertising And Promotion
- Consumer Advertising
- Promotional Advertising
- Trade Advertising
Appendix II: Addresses Of Selected Marketers
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