Shower Soap, Bath & - OCTOBER 2020 - Sozio
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∙ Perfume your world ∙
Trend Watch
Soap,
Bath &
Shower
OCTOBER 2020
AT A GLANCE...
In light of COVID-19’s impact, hygiene remains
the top of mind for consumers. The Soap, Bath,
& Shower (SBS) market will continue with slow,
but steady growth.
●
Adults are seeking premium body wash scents,
as well as relaxing and therapeutic claims
offered by bath products.
●
Eco-conscious consumers are more interested in
saving water through new innovative products
and making changes to their daily routines to
help conserve the planet’s natural resources.
TABLE OF CONTENTS
1 2 3
MARKET TRENDS FRAGRANCE
OVERVIEW
COVID-19 Impact Remixing Rituals Olfactive Trends
Category Overview Everyday Luxe Sozio Fragrance Analysis
Key Brands Gender Breakdown Fragrance Collection
Facts and Figures Saving Water
Trending Now
MARKET
OVERVIEW
• COVID-19 Impact
• Category Overview
• Key Brands
• Facts and Figures
• Trending Now
MARKET OVERVIEW – COVID-19 Impact
Consumer Routine Shift
The impact of COVID-19 is apparent in every industry, considering SBS and its close ties to hygiene,
sub-segments like handwash and liquid soap will continue to see growth. The hand sanitizer segment
will continue to see growth and innovation as the product becomes a daily essential. Consumers will
look for convenient packaging, better performance, safer ingredients and enhanced functionality
like moisturization or healing.
Timeline
Short Term Medium Term Long Term
(0-6 months) (6-24 months) (2+ years)
The focus on hygiene Hygiene and safety There will not likely be
and safety have will continue to be a huge impact in the
increase us of hand critical for consumers long term in the SBS
sanitizer and soap. when faced with the market as people shift
Mental health is part possibility of infection, back to their usual
of conversation as especially as they hygiene behavior.
isolation and begin returning to Normal levels are
restrictions continue, work. Soap and hand anticipated in the
leading the rise of sanitizer will continue long term.
more self-care rituals to be important and
like bathing. will have an increase
focus on efficacy.
Source: Mintel, The Future of Soap, Bath & Shower Products 2020
-2-
MARKET OVERVIEW - Category Overview
Market Factors
Total US retail sales forecast of SBS products, by segment, at current prices, 2014-24
925
new product
launches in
2019
• Retail sales were estimated to reach $6.5 billion in total retail sales of 2019, an increase
of 2.4% from 2018.
Source: Mintel SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY 2020
-3-
MARKET OVERVIEW - Category Overview
Facts to Consider
Younger adults, Bath products
ages 18-34 continue to
report above experience strong
average usage for gains, increasing
all bath products, sales by 28% from
making them the 2017-2019.
prime target.
Consumers want
products not only
The SBS market
to cleanse but to
is expecting to
also make their
reach $7.45bn by
skin feel good.
the year 2024.
Source: Mintel SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY 2020
-4-
MARKET OVERVIEW - Category Overview
Market Estimation by Country
The top 5 retail value SBS markets, 2020 (USD)
7 20%
6
5
12% 12%
4
Billion
3 8%
$
2
6%
1
0
U.S. China India Brazil Japan
Country
• The US market accounts for about 20% of global retails sales, followed by China
& India, Brazil, then Japan.
• These mature markets are losing market share with countries like Turkey
showing the fastest retail market growth followed by Russia and Vietnam.
Source: Mintel THE FUTURE OF SOAP, BATH & SHOWER PRODUCTS, 2020
-5-
MARKET OVERVIEW - Category Overview
Top Sub-Categories for SBS Market Segmentation by Sub-
Launches Categories
% by segment, US, 2019 by value (m USD), US, 2019
Bath
Additives
Bath Additives $487.00
19%
Bar Soap
$1,543.00
Shower Shower
Products Products
42.30% $3,182.00
Bar Soap
20.50%
Liquid Soap
Liquid Soap $1,239.00
17.90%
2020 Facts To Consider
• Bar soap usage is continuing to decline due to continued adoption of liquid products .
• Liquid body wash shower products dominate the SBS market, accounting for 49% of category
sales in 2019.
• Bath additives are gaining popularity as the need for self -care becomes more prominent with
consumers.
Source: Mintel, GNPD 2020, SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY
2020, Market Size 2020
-6-
MARKET OVERVIEW - Key Brands
TABLE OF CONTENTS
-7-MARKET OVERVIEW - Facts & Figures
Market Leader Breakdown of SBS Market
% of company retail market share (by value), US, 2019
TOP BRANDS
$2.18 billion Meijer
in sales for
top market Other Essentia l s by Clearly Natural
player 18.6%
Unilever Victoria’ s Secret
Unilever
33.9%
Kroger
Own Label Dove
9.1%
Alaffia
Parfums de Coeur, Ltd. Dial
3.1%
Addison & Gates
Johnson & Johnson Henkel Colgate-Palmolive
3.3% 9.7% Pacha Soap Co.
Procter & 11.2%
Gamble
11.1% Softsoap
Philo s op h y
Source: Mintel, GNPD 2020
• Unilever continues to dominate the market; however, smaller brands are
gaining traction while most leading players losing market share.
Source: Mintel, Market Size 2020
-8-MARKET OVERVIEW - Facts & Figures
Top Product Formats & Textures for SBS
% by Variants, US, 2019
Spray / Mist / Liquid
Spritz 2%
Mousse
2% 2%
Whipped
3%
Facts To Consider
Cream
4%
• Gels / Jelly textures are the most
Scrub popular formats for SBS products.
10% These types of formats can be
attributed to products like liquid
shower gels.
Gel / Jelly
47%
Oil • While the rise of bath additives
7% continue, Granules / Salt and Scrubs
continue to grow as well. This is
mainly in line with self-care and
bathing rituals.
Granules/ Salt
15%
Foam
8%
Source: Mintel, GNPD 2020
-9-MARKET OVERVIEW - Facts & Figures
Top Product Claims for SBS
% by Segment, US, 2019
Convenience,
Plus
3% Facts To Consider
Product Tested 4%
5%
• Natural and Ethical &
Environmental take the lead in
SBS product claims . Eco-
Natural
friendly lifestyles have
20%
Positioning continued to increase and
6% consumers want more natural
ingredi ents or packaging that
is recyclable or compostable.
Suitable For
8% • Free From clai ms li ke Paraben-
Free or Cruelty-Free saw a
Ethical &
Functional
Evironmental huge spike in 2019. Consumers
5% are looking for products that
17%
do not contain hazardous
Demographic
materials or harsh chemicals.
7%
Beauty • The fastest growing claim in
Enhancing Free From SBS is Convenience. Consumers
11% 14% are starting to look for more
products to help save time or
that they can take on-the-go
to fit into their busy lifestyles.
Source: Mintel, GNPD 2020
- 10 -MARKET OVERVIEW - Trending Now
Alternatives For Shower Routines
Consumers lives are busy and stressful and time -strapped individuals struggle to
carve out “me time”. This presents brands with the opportunity to play with
different formats for convenience and time -saving shower routines.
The Formats And Functions Drive Convenience
CNKCOS Multi-Cleanser is a solid format cleanser that is easy to use and
functions well on the go, making it great for traveling. Multi-functional
products is a strai ghtforward way to engage with a br oader range of
consumers looking to enhance wellness routines with simple add-ons
rather than complicated and time-consuming routines.
CNKCOS Multi-
Cleanser
Honey Bean
Reimagine and repurpose existing formats
A simple strategy involves looking to bath additives and adapting
formats for in-shower convenience. Shower bombs bring the added
benefit of aromatherapy and relaxati on to the speed of showering for
those who can’t carve out the time to take a bath. Adding shower
bombs that also double as a cleanser or exfoliating scrub, furthers the
Lush Sleepy
notion of saving time only enhancing the product even more.
Shower Bomb
Source: Mintel, The Future of Soap, Bath & Shower Products 2020
- 11 -MARKET OVERVIEW - Trending Now
Hair Care Trends Impact SBS Routines
34% What To Consider
• The concerns around frequent hair washing have caused some
Of adults are agree that
frequent washing can
consumers to skin their daily hair washing. Given that hair
damage their hair. washing takes place in the shower, less frequent hair washing
not only impacts the haircare market, but, also the soap, bath
Source: Mintel, SOAP, BATH AND and shower products market.
SHOWER PRODUCTS 2020
• These behaviors indicate challenges for brands, as less
frequent showering and bathing can lead to less frequent
product usage.
28% • Women are more likely than men to skip their daily hair
washing due to the concerns that it is damaging; therefore, it
is not surprising that they are more likely to shower and
Of adults agree that they are
showering/bathing less
bathe less. This highlights chall enges for brands, as women
because they’re washing their trend to be more i nvested and engaged in their personal care
hair less often. routines, making them a prime target for most companies.
Source: Mintel, SOAP BATH AND
SHOWER PRODUCTS 2020
Source: Mintel, SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY 2020
- 12 -MARKET OVERVIEW - Trending Now
Personal Care Home Care
An increasing number of brands are focusing on beauty and household markets. Many
brands are tapping into the common themes that consumers want to see in both
categories such as natural or eco -friendly products.
S h o w e r G e l , H an d S o ap , H ai r C ar e , D e od or an t B od y W as h , D e od or an t , H an d W as h , B ab y C ar e
L au n d r y C ar e , D i s h C ar e , S u r f ac e C ar e L au n d r y C ar e , D i s h C ar e , Su r f ac e C ar e
L o v e B e a u t y A n d P l a n t , L o v e H om e A n d P l a n e t S e v e n t h G e n e r a t ion
B o d y W as h B od y W as h , H ai r C ar e , B u b b l e B at h , B ab y C ar e
L au n d r y C ar e , D i s h C ar e , S u r f ac e C ar e L au n d r y C ar e , D i s h C ar e , Su r f ac e C ar e
Method Th e H on e s t C om p a n y
- 13 -TRENDS
• Remixing Rituals
• Intimate Wellness
• Everyday Luxe
• Gender Breakdown
• Sustainability
o Natural & Eco-friendly Positioning
o Preventing Plastic Waste
o Saving WaterTRENDS- Remixing Rituals
The Growing Need for Self-Care
• Bath products not only experienced an increase
in usage, but also turned into the strongest
sales performance in t he category, thanks to
the growing demand for rituals to help
consumers relax.
• Looking to ex pand wellness soluti ons,
cons umers remix ancient remedies for a new
age, helping heal the bodies, hearts, and minds.
OUAI Beauty Pie Dove
• SBS Brands have the opp ortunity to become an Chill Pills Nourishing Relaxing
integral part of these new rituals with scrubs Bath Bomb Body Polish Lavender
and bath additives that cater to the needs of Body Wash
this consumer .
In the USA…
37% 59% 22%
Of adults agree that Of consumers agree that Of consumers like to
they care more about beauty and grooming create a spa-like
the relaxing benefits of routines (i.e. bathing) atmosphere
bath products than the are a good way to when they bathe
cleansing benefits. reduce stress. from home.
Source: Mintel, The Future of Soap, Bath & Shower Products 2020, Soap,
Bath and Shower Products, US, February 2020, FahsionSnoops FH 21/22
- 15 -MARKET OVERVIEW – Intimate Wellness
Taking V Good Care Of Yourself
Moving the category from hygiene to self -care, the women’s empowerment was a
movement that caused for a shift in the intimate care category. Brands are squashing
taboos and promoting self -love and confidence through everything from feminine
washes to exfoliators.
The Intimate Zero Taboos
health industry It is a sulfate -free, most gentle intimate foaming wash
for women to keep their private areas clean, smooth and
is estimated to
fresh. The wash specially focuses on intimate microbiome
be worth balance, with a formula designed to maintain pH and feed
$38 billion healthy bacteria.
by 2026.
Source: Vogue
Queen V
A brand that is focused on normalizing the conversations
Opportunity Spotlight surrounding women’s health. Their feminine wash is dye -
free, paraben -free, glycerin -free, contains vegan
With consumers speaking extracts, healthy pH balanced, and supports private
more open and candid hygiene for women of all ages.
about their bodies along
with the increasing
awareness of female Summer’s Eve
healthy and hygiene, Mass market brand, Summer’s Eve expands their feminine
brands have the wash by offering a new product geared towards women’s
opportunity to explore lifestyles. Their new Active cleansing wash is for use
developing products for after exercise or a busy day running errands. Formulated
the intimate care industry . with a blend of cooling oils and helps balance pH levels
without any dyes, alcohol or parabens.
- 16 -TRENDS- Everyday Luxe
Luxury Bath Experience
• Mass market brands are taking more lux urious
approach to new product launc hes with new
products being ins pired by fi ne fragr ance scent
but, still at affordable prices.
• Upscale brands are using scents as t heir fine
fragrances or premium candles products for
their personal care products .
Caress MALIN + GOETZ Bath & Body Works
• With an uptic k i n self -care, consumers are Adore Forever Rum Coast
wanting to indulge more in the SBS products . Body Wash Hand & Body Wash Body Wash
In the USA…
57% 30% 46%
Of consumers using SBS Of consumers agree that Of adults agree that
products use or are they used fragranced they sometimes treat
interested in using products SBS products instead of themselves to luxury
that match the fragrance of a perfume or cologne. bath products.
their perfume or cologne.
Source: Mintel, SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY 2020
- 17 -TRENDS- Gender Breakdown
Not One Man Fits All
• The definition of masculinity is every evolving, and
men are more open to experiences that were
reserved for women only. More masculine scents and
packaging are being shown on bath additives.
• Brands are beginning to target male consumers on
their lifestyle routines (i.e. going to the gym) and
behaviors to better address their needs.
The Scent Library Midwest Sea Salt Co. Beast
• Simple packaging is commonly found in unisex or LBK Water Ocean Breeze Tame The Beast
genderless products, making them appeal to both Shower Gel Men's Bath Salt Body Lather
men and women.
In the USA…
61% 56% 76%
Of older Gen Z male Of men agree that they Of young Millennial men
consumers have tried or are bathing more often have used or are
are interested in trying than a year ago because interested in pre/post-
genderless beauty they want to relax. exercise bodycare
products. products.
Sozio has an entire collection and
presentation for men. Ask for our
SOZIO MEN’S GROOMING presentation Source: Mintel, The Future of Soap, Bath & Shower Products 2020, Soap,
available for personal care applications. Bath and Shower Products, US, February 2020,
- 18 -MARKET OVERVIEW – Sustainability
Natural & Eco-friendly Positioning
Consumers are drawn to products that contain familiar ingredients, such as coconut
oil and honey. Strong interest in familiar ingredients stems from the broader appeal of
natural and clean products, as a consumers perceive these products as a safer option
than mainstream products.
40% Raw Sugar
Raw Sugar offers natural products at an
Of buyers of natural and affordable price point, but also has strong
organic shoppers buy ethical an environmental initiatives in
natural/organic products place. They use eco-friendly packaging
because they think they’re and donate a fresh bar of soap to a
safer than mainstream ones. person in need through their Raw Giving
Source: Mintel, A YEAR OF INNOVATION Program.
IN SUNCARE 2020
20% Mrs. Meyers
Mrs. Meyers had the strongest sales
Of consumers rank performance for SC Johnson in their most
environmentally sustainability recent review peri od. The brand leverages
as one of their top three most a strong natural positioning while also
important areas for companies
offering a variety of unique fragrances to
to support.
help drive their growth.
Source: Mintel, SOAP, BATH, AND
SHOWER PRODUCTS 2020
Source: Mintel, SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY 2020
- 19 -MARKET OVERVIEW – Sustainability
Preventing Plastic Waste
Consumers are becoming increasingly concerned with sustainability and are looking for
ways to reduce their carbon footprint. Whether that is using recycled ocean plastic to
create body wash containers or investing in refillable or plastic free packaging.
50% Blueland
Blueland has household and personal car e
products that come in the form of a smal l
Of adults have not tried
products that come in refillable tabl et, which users mix with water form
packaging but are interested home. The offer a shatterproof glass
in trying. pump bottle that be refillabl e and reused
along with their foaming soap tablets.
Source: Mintel, SOAP, BATH AND
SHOWER PRODUCTS 2020
43% Method
Method’s 2-in-1 dish & hand soap bottle i s
Of consumers are interested in
recyclable/plastic-free made with a blend of recovered ocean
packaging. plasti c from Hawaii along with post-
consumer recycled plasti c making it the
Source: Mintel, SOAP BATH AND first of its kind.
SHOWER PRODUCTS 2020
Source: Mintel, SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY 2020,
Method Website
- 20 -TRENDS- Sustainability
Saving Water
In the USA…
30%
Of adults agree that
they are trying to use Yuni EC30 Nude & Crude Seventh Generation
less water when No Rinse Body Enlightened Clean Waterless Shower Waterless Shower
showering and/or Cleansing Foam Body Wash Soap Powder Soap Powder
bathing.
• The waterless trend is growing as jus t one of many sus tainability
strategies, but the crucial aspect is t o to take the concept all the
way through the sup ply chain, fr om ingredient sourcing and
71% manufacturing to the end product in order to be truly green.
• Product innovations that offer the cleansing benefits consumers
Of consumers express need, but also require less water to use and formulate will not onl y
the interest in help consumers adapt to a water-scarce world, but also help brands
innovations that help better reach eco-conscious consumers .
save water.
• Consider innovations li ke fast-ri nse technol ogy or waterless
formulations .
Source: Mintel, The Future of Soap, Bath & Shower Products 2020, Soap, Bath & Shower
Products, US, February 2020, A Year In Innovation In Soap, Bath & Shower 2020
- 21 -FRAGRANCE
• Olfactive Trends
• Sozio Fragrance Analysis
• Fragrance Collection
o Fresh Botanicals
o Traditional x Tropical
o Treat YourselfFRAGRANCE - Olfactive Trends
Top Fragrance Groups for SBS
% by segment, US, 2019
Marine Fresh & Clean
2% 2%
Fruity
3%
Citrus
7% Most Popular
Green/Herbal/ Fragrance Components for SBS Products
Woody
Fantasy 26%
6%
LAVENDER COCONUT MINT HONEY
Floral
25%
Gourmet/Edible
29%
•GOURMAND/EDIBLE fragrance group remains leading fragrance family in new product launches as consumers desire
mood-boosting treats and experiential scents.
•GREEN/HERBAL/WOODY & FLORAL fragrance families tie into the idea of natural ingredients and aromatherapy
aspects supporting the botanical and herbaceous olfactive trends.
Source: Mintel, GNPD 2020
- 23 -CITRUS
FLORAL
FRUITY
FRAGRANCE - Olfactive Trends
- 24 -
GREEN/AROMATIC
ORI ENTAL
WOODYFresh Botanicals
a collection inspired by garden grown
botanicals that give a fresh and natural feel
Perfect Peony
Shower Gel
Bath & Body Works
White Tea & Basil Wild Meadow
Body Wash Hand Wash
Nivea Method
- 25 -FRAGRANCE – Sozio Collection // Fresh Botanicals
SZUSM000813
SZUSM000811
SZUSM000812
PEONY BLOOMS & IVY GREEN TEA & BASIL AGAVE NECTAR & CUCUMBER
Floral/Green Citrus/Aromatic Green/Woody
Top: Lush Greens, Rose Water, Top: Lemon, Top: Dewy Cucumber,
Fresh Cut Stems Bergamot, Orange Aloe Vera, Crisp Apple
Middle: Pink Peony, Jasmine Middle: Tea Leaves, Middle: Violet Leaf,
Magnolia, Muguet, Ivy Leaves Herbal, Basil, Sage Lavender, White Floral
Base: Sandalwood, Base: Woody, Base: Musks,
Cedarwood, Musks Musks Cedarwood
Alternate Name Alternate Name Alternate Name
Water Lily & Rose Lemon Blossom & Sage Green Apple & Aloe
- 26 -TRADITIONAL x TROPICAL
recognizable ingredients are combined with exotic tropical
fruits and botanicals for unique new fragrances
Pineapple Papaya
Body Wash
Maui Moisture
Pomegranate &
Golden Glamour Hibiscus Tea
Feminine Cleansing Wash Body Wash
Summer’s Eve Dove
- 27 -FRAGRANCE – Sozio Collection // Traditional x Tropical
SZUSM000814
SZUSM000816
SZUSM000815
BLACKBERRY & PASSION FLOWER PINK POMELO & PALM TIARE PETALS & PINEAPPLE
Fruity/Floral Fruity/Tropical Fruity/Floral
Top: Tropical Berries, Top: Tropical Fruits, Top: Tangerine,
Star Apple Pink Pomelo Sparkling Pineapple
Middle: Passion Flower, Middle: Mango Pulp, Middle: Coconut Milk,
Rhubarb, Black Currant Guava Nectar Tropical Blooms
Base: Vanilla, Base: Musks, Base: Vanilla Orchid,
Woody, Musks Palm Leaves Creamy Woods, White Musks
Alternate Name Alternate Name Alternate Name
Acai Berry & Hibiscus Mango Leaf & Grapefruit Pineapple Blossom & Coconut
- 28 -TREAT YOURSELF
fine fragrances and rich premium scents inspire a collection
that make you feel extravagant without breaking the bank
Amber & Honey
Body Wash
SoftSoap
Mystique Foever Neroli
Body Wash Body Wash
Caress Dial
- 29 -FRAGRANCE – Sozio Collection // Treat Yourself
SZUSM000817
SZUSM000819
SZUSM000818
DAHLIA & PLUM BLOSSOM HONEYSUCKLE & AMBER CASHMERE VANILLA & MAGNOLIA
Fruity/Floral Oriental/Fruity Floral/Oriental
Top: Dark Plum, Osmanthus, Top: Anjou Pear, Top: Ripe Blackberry,
Pink Lady Apple Raspberry Jam Orange, Creamy Coconut
Middle: Peach Blossom, Middle: Star Jasmine, Middle: White Tuberose,
Red Dahlia, English Rose Honeysuckle, White Lily Magnolia Blossom, Wild Jasmine
Base: Woody, Base: Vanilla Sugar, Amber Base: Opulent Woods,
Musks Sandalwood, Velvet Musks Cashmere Musks, Vanilla
Alternate Name Alternate Name Alternate Name
Rosehip & Peach Nectar Star Jasmine & Honey Warm Vanilla & Tuberose
- 30 -∙ Perfume your world ∙
Europe, Africa
and Middle East
Sozio SAS
6, Rue Barbès - CS80050
92532 Levallois-Paris cedex -
France
Phone: +33 (0) 1 81 93 00 60
Fax: + 33 (0) 1 81 93 00 98
Latin & North America
Sozio Inc
51 Ethel Road West
Piscataway, NJ 08854 USA
Phone: (+1) 732 572 5600
Fax: (+1) 732 572 0944
Asia
J&E Sozio Asia Ltd
Unit C6, 15/F, TML Tower
No.3 Hoi Shing Road - Tsuen Wan,
N.T. Hong Kong
Phone: (852) 2111 0842
Fax: (852) 2111 0942
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