A recently released Mintel report estimates that U.S. retail sales of soaps, bath and shower products will grow 9% more in 2023 than in 2022. This trend, as the report found, can be attributed to a combination of factors, including “the benefits of cold showers and cold plunges,” male consumers’ preference for “manly” products among all generators, and the increasingly widespread notion that “gentle cleaning is non-negotiable,” according to a Mintel press release about the report.
To learn more about Mintel’s findings on current U.S. trends in soap, bath and shower products, we spoke with Joan Lee, Senior Analyst, Beauty & Personal Care at Mintel.
Understand the current situation
“The increase in retail sales of soaps, bath and shower products is driven primarily by consumer interest in skin health and self-care habits,” Lee said. “As cleansing has become integrated into broader beauty and wellness routines in the consumer mindset, brands have responded to this shift with a range of benefits, including ingredients that address specific skin concerns like rosacea or acne, gentle formulas and aromatherapy experiences.”
Lee further noted that “consumers are becoming more experimental and open to non-traditional innovation, driven in part by the rise of personal hygiene influencers and trends. For example, “TikTok communities such as ‘ShowerTok’ have popularized unique exfoliating tools and cleansing routines, driving consumer curiosity and adoption of innovative products,” she explained.
Lee continued that within the soap, bath and shower segments of the personal care market, it’s important to note that there are some significant differences shaping the current industry landscape: “Liquid body washes and shower gels continue to dominate the market due to their convenience and versatility,” Lee said. “Hand cleansers, hand sanitizers and bath products have seen slower growth since the pandemic.”
Additionally, “bar soaps have experienced modest growth as products in this category expand in line with consumer interests,” she explained. “Going forward, the category’s performance will be shaped by consumers’ desire for convenient, easy self-care moments that include better formulations and benefits that are more customized to their needs,” she added.
The impact of certain trends and market drivers
Further investigation into specific trends reveals several opportunities for brands in this space. For example, “the male grooming market is rich with opportunity for brands that can offer customized product lines,” Lee said. “Convenience and efficacy remain important to men’s preferences,” he explained. “Self-care, wellness and appearance-focused outcomes are all themes that brands can leverage to appeal to men’s changing interests.” Additionally, he added, “As the definition of masculinity continues to change, brands may find it beneficial to update their marketing to men.”
In addition to changing preferences in the male grooming market, Lee said “growing awareness of skin health, skin sensitivity and skin conditions” is driving an overall demand for gentler cleaning products. “Consumers are looking for formulas that are free of harsh chemicals and won’t damage the skin,” she explained, and “brands are responding to this interest by launching product lines that claim to be gentle and feature dermatologically tested products,” such as “clean formulas that are perceived to be gentle and effective.” [which] We will continue to respond to this growing sector.”
The cold shower trend and water-saving measures are also influencing consumer behavior toward soaps, bath salts, and shower products. Cold showers are “growing in popularity due to their purported health benefits, such as improving circulation and boosting the immune system,” Lee said, noting that “saving water is one way consumers are practicing sustainable habits.” As a result, “these changes in preferences and behaviors have prompted the development of multi-tasking products and concentrated formulas that require less water.”
While these trends will drive a changing market environment, Lee said industry players still need to navigate challenges such as “balancing the demand for health and convenience-driven innovation with the need for sustainable innovation.” Given that “sustainability claims remain low among consumer purchasing priorities,” players need to “revitalize sustainable products such as bar soaps to meet consumer expectations for efficacy, value and innovation” to stay competitive, she explained.
Future outlook
Looking ahead, Lee said, “The essential nature of cleansing will stabilize the category over the next few years,” concluding that “health, skin health and convenience will remain key drivers, influencing product innovation and consumer preferences.”
She added: “As consumers continually evaluate their personal care regimes, pressure for quality and value increases, making transparency key to building brand loyalty and trust.”
