Soap, bath and shower products make up a significant part of daily hygiene and personal care routines around the world. Shower and soap products are on the rise despite the fact global sales in bath products and additives are weakening due to the increase in people taking showers instead of baths.
“Category sales have been steady due to innovation in novel ingredients, delivery system or even packaging.” – Mintel, 2016.
Fragrance is becoming a very influential factor in the industry, with only 1% of new product launches in 2015 marketed as ‘fragrance free’ or ‘unfragranced’. The top scents of 2015 included lavender, rose and vanilla, with a move towards more food and drink inspired scents in 2016 within the European market. Fruit, Candy and Tea scented shower products are quickly becoming more and more popular amongst consumers. There has also been a rise in ‘sensorial’ product innovations in the last year. Brands are increasingly using fragrances combined with abstract concepts to make sensorial claims, specifically using ingredients and scents to convey messages of ‘warming’, ‘refreshing’ and ‘detoxifying’ properties.
Other emerging trends can be seen by comparing male and female consumer habits. Gender specific fragrances are likely to appeal to up to 56% of men and 51% of women in the USA. 47% of Brazilian men also look for ‘body odour neutralising claims’ on their packaging.
2. MULTI-FUNCTIONAL PRODUCTS
Understanding the properties that consumers look for in a bath or shower product is vital for new product development. 51% of Brazilians suggest that the most sought after properties they look for are hydration and moisturising benefits. This is likely driven by climate, as 45% of us use different products at different times of the year, while 35% of Europeans are more likely to choose a bath/shower product with SPF qualities.
Medicinal and beauty enhancing qualities also drive consumers with nearly 40% of the UK preferring products with anti-ageing attributes. Products containing antibacterial claims and products tailored to treating skin disorders are fast becoming a firm favourite with over 44% of Chinese buyers.
Over half of people in USA use 2-in-1 products that are specifically aimed to be multi-functional, for their time saving and convenience properties.
3. CLEAN PRODUCTS
As a shower or bath product, of course the product needs first and foremost to be cleansing, but how ‘clean’ is the actual product? More and more consumers are becoming aware of what ingredients are in their products, with nearly a third of Europeans actively avoiding ingredients such as sulfates, parabens and silicones. 10% of new product launches in this category in 2015 were paraben free and this is expected to increase in the coming years as people become more wary and educated on chemicals used in cosmetics. As well as this, there is a behaviour shift amongst consumers towards a cleaner, ‘green’ future with bath and shower products. Over a third of consumers are starting to replace their shower products with double concentrate options. A trend initiated in the food and beverage sector, this innovation is appealing to consumers as they save on wastage and dispose of less packaging.
New product developments and data gathered from 2016 so far, have forecasted upcoming trends in the shower and bath category. With information such as the most popular fragrances used in shower products, and brand new research into consumer behaviours, you are able to build a picture of the current global market. Inspired by these trends you can create new product ranges that entice and excite your customers - whoever and wherever they are!
Feb 2016 Analyst Presentation: Clean Labelling In Beauty And Personal Care Category Insight: Shower & Bath Products February 2016, Mintel http://www.happi.com/issues/2015-11-01/view_features/a-fresh-take/