About this report

Since Soap, Bath and Shower Products - UK, November 2008 was published, little has changed. The £680 million market has achieved modest growth although the overall trend towards shower products instead of bath additives and liquid soap instead of bar soap has gathered momentum.

 

Despite the recession, the functional nature of the market has meant that people continued to buy soap, bath and shower (SBS) products. Although consumers claim to be concerned by the environment, the cost on their wallets became increasingly important. An estimated 17 million adults admitted to looking for special offers more often since the recession began. Aggressive price promotions continue to characterise the market as manufacturers and retailers also look to cut their marketing overheads, shifting their promotional strategies from above the line to below the line at point of sale. This has helped to sustain value sales growth for multiple retailers as people pick up a bargain whilst doing their regular shop.

 

In 2009, the swine flu pandemic provided a platform of promotion for antibacterial handwashes. PZ Cussons took advantage of the opportunity to drive above-the-line spend on the Carex brand of handwashes in order to drive value sales growth for the manufacturer.

 

The 2009 proposed purchase of Sara Lee' s personal care business by Unilever (currently awaiting regulatory approval) would change the rankings of the market to give the multinational a significant lead in terms of market share.