The U.S. Bath and Shower Care Market

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Published May 1, 2000 | 223 Pages | Pub ID: LA570

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This study covers the more than $1 billion bath and shower care products market, which encompasses body washes, bath additives, after-bath products and specialty bar soaps. Total sales data and forecasts for the years 1995-2004 are provided. An extensive discussion of marketing strategies, new product trends, advertising and promotion reveals the tactics that marketers are employing to increase their share of a highly competitive U.S. market. The report also traces household and consumer demographics and how they influence the industry.
  1. Executive Summary
    Scope and Methodology
      Market Parameters
      Report Methodology

    The Market

      Four Product Categories
      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

      Two Companies Lead Mass Market
      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

      Leading Marketers Use Direct Distribution
      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

      145 Million Adult Users of Liquid Soap/Body Wash
      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

  2. The Market
    An Introduction to Bathing
      Baths in Classical Cultures
      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

      Scope of Report
      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

      Ingredients in Bath and Shower Products: By Product Type
      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

      Retail Sales Estimated at $1.2 Billion for 1999
      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

      Body Washes Account for 63% of Retail Sales
      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

      Showers Appeal to Busy Consumers ...
      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

      Market to Reach $1.9 Billion by 2004
      Table 2-4: Projected Retail Sales of U.S. Bath and Shower Care Market, 1999-2004 (dollars)

  3. The Marketers
    Marketer Overview
      Three Distinct Classes of Marketers
      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

      Data for Mass-Market Sales
      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

      A Spate of Acquisitions
      New Product Introductions Crucial
      The Importance of Advertising
      Mass Market Subdivided into Specialty and Commodity
      Added Benefits Drive Competition

    Competitive Profile: Alberto-Culver Co.

      Corporate Overview
      Alberto-Culver Behind First Mass-Oriented Hair and Body Shampoo
      St. Ives Offers Natural Body Washes

    Competitive Profile: Avon Products, Inc.

      Corporate Overview
      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.

      Corporate Overview
      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.

      Corporate Overview
      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.

      Corporate Overview
      Successful Extension of Softsoap Liquid Hand Soap Line
      The Big Bang

    Competitive Profile: Cosmair, Inc.

      Corporate Overview
      Yardley Bath Shoppe Carries Upscale Image
      Other Yardley Bath and Shower Care Products
      Lancôme's Aromatherapy Line

    Competitive Profile: Del Laboratories, Inc.

      Corporate Overview
      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.

      Corporate Overview
      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.

      Corporate Overview
      Clinique Competes with Body Washes
      Origins Boasts All Natural Ingredients
      Targeting Men with Male Call

    Competitive Profile: The Gillette Co.

      Corporate Overview
      Gillette Competes Successfully with White Rain Line
      Satin Care Debuts
      Gillette Series Targets Men

    Competitive Profile: Johnson & Johnson

      Corporate Overview
      Neutrogena Purchase Brings Bath Care to Johnson & Johnson
      Neutrogena's Rainbath Lineup
      Other Neutrogena Body Washes
      Acquisition of Aveeno

    Competitive Profile: Kao Corp.

      Corporate Overview
      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.

      Corporate Overview
      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.

      Corporate Overview
      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.

      Corporate Overview
      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

      Corporate Overview
      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

      Corporate Overview
      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

      Aubrey Organics
      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

      Marketers Reformulate Body Washes
      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

      National Advertising Reaches $166 Million in 1999
      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

      Standard Promotions
      Co-Op Advertising Allowances
      Trade Shows and Trade Advertising

  4. Distribution And Retail
    At the Distribution Level
      Leading 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 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 Sector Overview
      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

      Specialty Shops Re-Grouping
      Health Stores and Bath Care
      Department Stores Are Main Prestige Outlets

    Retail Focus: Online Trends

      Overview of Online Sales
      Mass-Market Brand-Based Websites
      Alternative Marketers Compete Aggressively Online
      Line Between Alternative and Prestige Blurs Online

  5. The Consumer
    Figure 5-1: Number of U. S. Adult Users of Liquid Soap/Body Wash by Top Brands, 1999 (number): 5 Brands

    Consumer Demographics

      Note on Simmons Market Research Bureau Data
      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