• Scope
• Methodology
• The Bath And Shower Market
  • Figure 1-1 U.S. Bath and Shower Products Retail Market Sales, 2000-2005 (in million $)
  • Figure 1-2 Market Composition by Category Share of Bath and Shower Products, 2005 (%)
  
  
• 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
    • Figure 1-3 Estimated U.S. Retail Sales for Bath and Shower Products, 2005-2010 (in million $)

Chapter 2 The Market

• Product Introduction
• Body Washes
• Bath Additives
• Bar Soaps
• Bath Scrubbers
• Product Ingredients
  • Cleansing Ingredients
  • Moisturizing Ingredients
  • Specialty Ingredients
  • Alpha-Hydroxy Acids
  • Cosmeceuticals Fly Under FDA Radar
  • Aromatherapy Products
  • Scents and Fragrances
  • Product Packaging and Gift Sets
  • Gift Sets
  • Green Packaging
  
  
• Products Classified by Distribution Class
  • Mass Market
  • Specialty Store
  • Direct Sales
  • Department Stores
  
  
• Overall Market
  • Bath & Shower Recovers
  • Figure 2-1 U.S. Bath and Shower Product Retail Market Sales, 2000-2005 (E) (in million $)
  
  
• Market Structure
  • Figure 2-2 IRI-Tracked Market Composition by Category Share of Bath and Shower Products, 2005 (E) (%)
  • Bar Soap Struggling For Attention
  • Figure 2-3 IRI-Tracked Retail Sales of Bar Soaps, 2000-2005 (E) (in million $)
  • Fragrance Counts
  • The Bar Soap Blues
  • Figure 2-4 U.S. Bar Soap Market Projection, 2005-2010 (in million $)
  • Body Wash- A Consumer Favorite
  • Figure 2-5 IRI-Tracked Retail Sales of Body Wash, 2000-2005 (E) (in million $)
  • Touching New Heights
  • Figure 2-6 U.S. Body Wash Market Projection, 2005-2010 (in million $)
  • No Time for Luxury Baths
  • Figure 2-7 IRI-Tracked Retail Sales for Bath Additives, 2000-2005 (E) (in million $)
  • Slow and Steady Decline
  • Figure 2-8 U.S. Bath Additives Market Projection, 2005-2010 (in million $)
  • Bath Scrubber Evolution
  • Figure 2-9 IRI-Tracked Retail Sales for Bath Scrubbers, 2000-2005 (E) (in million $)
  • Refreshed!
  • Figure 2-10 U.S. Bath Scrubber Market Projection, 2005-2010 (in million $)
  
  
• 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
    • Figure 2-11 Projected Retail Sales for Bath and Shower Products, 2005-2010 (in million $)

Chapter 3 The Marketers

• Overall Marketers
• Table 3-1 IRI-Tracked Retail Sales of Top Bath and Shower Marketers, 2000-2005 (E) (in million $)
• Figure 3-1 IRI-Tracked Retail Share of Top Bath and Shower Brands, 2004-2005 (E) (in %)
• Bar Soap Marketers
  • Unilever
  • Procter & Gamble
  • Figure 3-2 IRI-Tracked Retail Share of Bar Soap Marketers, 2004-2005 (E) (in %)
  • Other Marketers
  • Table 3-2 IRI-Tracked Retail Sales of Bar Soap Marketers, 2000-2005 (E) (in million $)
  • Top Bar Soap Brands
  • Table 3-3 IRI-Tracked Retail Sales of Bar Soap Brands, 2000-2005 (E) (in million $)
  • Figure 3-3 IRI-Tracked Retail Share of Bar Soap Brands, 2004-2005 (E) (in %)
  
  
• Body Wash Marketers
  • Unilever
  • Procter & Gamble
  • Coty Inc.
  • Figure 3-4 IRI-Tracked Retail Share of Body Wash Marketers, 2004-2005 (E) (in %)
  • Table 3-4 IRI-Tracked Retail Sales of Body Wash Marketers, 2000-2005 (E) (in million $)
  • Top Body Wash Brands
  • Figure 3-5 IRI-Tracked Retail Share of Body Wash Brands, 2004-2005 (E) (in %)
  • Table 3-5 IRI-Tracked Retail Sales of Body Wash Brands, 2000-2005 (E) (in million $)
  
  
• Bath Additive Marketers
  • Figure 3-6 IRI-Tracked Retail Share of Bath Additives Marketers, 2004-2005(E) (in %)
  • Table 3-6 IRI-Tracked Retail Sales of Bath Additives Marketers, 2000-2005 (E) (in million $)
  • Top Bath Additives Brands
  • Figure 3-7 IRI-Tracked Retail Share of Bath Additives Brands, 2004-2005 (E) (in %)
  • Table 3-7 IRI-Tracked Retail Sales of Bath Additives Brands, 2000-2005 (E) (in million $)
  
  
• Bath Scrubber Marketers
  • Figure 3-8 IRI-Tracked Retail Share of Bath Scrubber Marketers, 2004-2005 (E) (in %)
  • Table 3-8 IRI-Tracked Retail Sales of Bath Scrubber Marketers, 2000-2005 (E) (in million $)
  • Top Bath Scrubber Brands
  • Figure 3-9 IRI-Tracked Retail Share of Bath Scrubber Brands, 2004-2005 (E) (in %)
  • Table 3-9 IRI-Tracked Retail Sales of Bath Scrubber Brands, 2000-2005 (E) (in million $)
  
  
• Private Label
  • Figure 3-10 IRI-Tracked Retail Sales of Private Label Bath & Shower Products, 2000-2005 (E) (in million $)
  • Figure 3-11 IRI-Tracked Retail Sales of Private Label Bath & Shower Categories, 2000-2005 (E) (in %)
  
  
• Bath and Shower Selected Marketers and Brands
  • Table 3-10 U.S. Bath and Shower Care Products Market: Selected Marketers and Brands, May 2005

Chapter 4 Marketing Dynamics

• Bar Soap Ad Spends: Unilever The Top Spender
• P&G: No Gains
• Table 4-1 Total Ad Spend of Marketers in the Bar Soap Category, January - December 2004 (In thousand $)
• Table 4-2 Leading Bar Soap Brand Advertisement Spends, January - December 2004 (In thousand $)
• Table 4-3 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 4-4 Total Ad Spend of Marketers in the Body Wash Category, 2004 (in thousand $)
  • Table 4-5 Leading Body Wash Brands’ Advertisement Spends, January - December 2004 (in thousand $)
  • Table 4-6 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 4-7 New Product Introductions in Bath and Shower Category Based on Number of Brands Introduced, January 2004 - May 2005
  • Common Package Tags
  • Table 4-8 Selling Points For Bath and Shower Market by Select Package Tags, January 2004 - May 2005
  • The “Natural” Package Tag
  • The “Vitamin” Package Tag
  • Table 4-9 Number of Product introductions by Category Tagged Vitamin, January 2004- May 2005
  • Body Wash Introductions
  • Avon Launched Most New Products
  • Table 4-10 Total Number of Bath and Shower Product Introductions, January 2004 - May 2005
  • Compagnia Delle Indie Introduces Maximum SKUs
  • Table 4-11 Top Body Wash Brands Based on Number of SKUs Introduced, January 2004 - May 2005
  • New Innovations
  • Table 4-12 Innovative New Product Introductions in Body Wash
  • Unique Scents
  • Table 4-13 Popular Body Wash Fragrance Ingredients, January 2004 -May 2005
  • Food Ingredients
  • Table 4-14 Unique Body Wash Food Ingredients, January 2004 -May 2005
  • Table 4-15 Select Body Wash Product Introductions with Unique Fragrance Ingredients, January 2004 -May 2005
  • Common Package Tags In Body Wash
  • Table 4-16 Body Wash Selling Points by Select Package Tags, January 2004 - May 2005
  • Table 4-17 Body Wash Introductions Tagged Natural, January 2004-May 2005
  • Table 4-18 Body Wash Introductions Tagged Vitamins, January 2004 -May 2005
  • Table 4-19 Body Wash Introductions Tagged Men, January 2004 -May 2005
  • Bar Soap New Product Introductions
  • Top Marketer by Number of SKUs Introduced
  • Table 4-20 Total Number of New Bar Soap Introductions, January 2004 - May 2005
  • Top Brand by Number of SKUs Introduced
  • Table 4-21 Top Soap Brands Based on Number of SKUs Introduced, January 2004- May 2005
  • Table 4-22 Innovative New Product Introductions in Soap, January 2004 - May 2005
  • Unique Fragrances and Ingredients
  • Table 4-23 Popular Bar Soap Fragrances and Ingredients, January 2004 -May 2005
  • Table 4-24 Selected New Bar Soap Product Introductions with Unique Fragrances and Ingredients, January 2004 -May 2005
  • Positioning New Products by Package Tags
  • Table 4-25 Soap Selling Points by Select Package Tags, January 2004 - May 2005
  • Table 4-26 Selected New Bar Soap Brand Introductions Tagged Natural, January 2004 -May 2005
  • Table 4-27 Selected New Bar Soap Brand Introductions Tagged Pure, January 2004 -May 2005
  • Table 4-28 Selected New Bar Soap Brand Introductions Tagged No Animal Testing, January 2004 -May 2005
  • Table 4-29 Selected New Bar Soap Brand Introductions Tagged Vitamins, January 2004 -May 2005
  • Bath Additives New Product Introductions
  • Top Marketer by Number of SKUs Introduced
  • Table 4-30 New Bath Additive Introductions, January 2004 - May 2005
  • Top Brand by Number of SKUs Introduced
  • Table 4-31 Top Bath Additives Brands Based on Number of SKUs Introduced, January 2004 - May 2005
  • New Innovations
  • Table 4-32 Innovative New Product Introductions in Bath Additives
  • Table 4-33 Popular Fragrances and Ingredients in Bath Additives by Number of Brands Introduced, January 2004 -May 2005
  • Table 4-34 Bath Additives Selling Points by Select Package Tags, January 2004 - May 2005
  • Table 4-35 New Brand Introductions with “Natural” Package Tag For Body Wash, January 2004 -May 2005
  • Table 4-36 New Brand Introductions with “High Vitamins” Package Tag, January 2004 -May 2005
  • Table 4-37 New Brand Introductions with “High Minerals” Package Tag, January 2004 -May 2005
  • Body Scrubbers
  • Table 4-38 New Product Introductions in Body Scrubbers
  • Table 4-39 Bath Additives Selling Points by Select Package Tags, January 2004 - May 2005

Chapter 5 The Consumer

• Simmons Survey
• Consumers
• Overview
• Table 5-1 U.S. Household Penetration of Bar Soaps and Body Washes, 2005
• Bar Soap Consumers
  • Usage Rate by Type
  • Table 5-3 Usage Rate for Bar Soap Types, 2005
  • An Attractive Market For Antibacterial Soaps
  • Table 5-4 Demographic Characteristics Favoring Use of Antibacterial, Deodorant and Moisturizing Bar Soaps, 2005
  • Usage Rate by Size of Bar Soap
  • Table 5-5 Usage Rate for Bar Soap Sizes, 2005
  • Table 5-6 Demographic Characteristics Favoring Use of Small Versus Large Bar Soap Size, 2005
  • Usage Rate by Brand
  • Figure 5-1 Percentage of U.S. Consumers Favoring Bar Soaps by Brand, 2005 (%)
  • Table 5-8 Demographic Characteristics Favoring Use of Dial, Dove, Irish Spring, 2005
  • Table 5-9 Demographic Characteristics Favoring Use of Lever 2000, Caress and Zest, 2005
  • Table 5-10 Demographic Characteristics Favoring Use of Ivory and Olay, 2005
  • Table 5-11 Demographic Characteristics Favoring Use of Aveeno, Avon and Neutrogena, 2005
  • Table 5-12 Demographic Characteristics Favoring Use of Old Spice, Suave and Yardley, 2005
  • Hispanics and African Americans — Major Bar Soap Users
  • Table 5-7 Demographic Characteristics Favoring Use of Bar Soap Brands, 2005 (U.S. Adults)
  • Sole User for Bar Soaps
  • Table 5-13 Demographic Characteristics of Sole Brand User of Bar Soaps, 2005
  • Usage Percentage
  • Table 5-14 Usage Percentage of Bar Soaps, 2005
  • Table 5-15 Demographic Characteristics of Usage Frequency for Bar Soaps in Last 30 Days, 2005
  
  
• Body Wash
  • Table 5-16 Demographic Characteristics Favoring Use of Body Washes, 2005
  • Usage Rate by Brand
  • Figure 5-2 Percentage of U.S. Consumers Favoring Body Wash by Brand, 2005 (%)
  • Table 5-17 Demographic Characteristics Favoring Use of Caress, Olay and Suave Body Wash, 2005
  • Table 5-18 Demographic Characteristics Favoring Use of Aveeno, Dial and Softsoap Body Wash, 2005
  • Table 5-19 Demographic Characteristics Favoring Use of Calgon and Zest Body Wash, 2005
  • Sole User for Body Wash
  • Table 5-20 Demographic Characteristics of the Sole User of Body Wash, 2005

Chapter 6 Competitive Profiles

• Unilever
• Figure 6-1 U.S. IRI-Tracked Retail Sales of Unilever Bath and Shower Products, 2000-2005 (E) (in million $)