Bath & shower sales slow down in Europe: the bathroom has become a place to get energized and ready for the day ahead or to relax and unwind after work.THE EUROPEAN bath and shower products market is becoming increasingly mature, making it difficult for manufacturers to chase sales growth. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Euromonitor, the market was valued at US$4.4 billion in 2001, but has declined by 4% in sales since 1997. Sluggish sales of traditional formats including bath additives, bar soaps and talcum tal·cum n. See talc. talcum talc, talcum powder. powder put the brakes on any growth potential from the more dynamic body wash/shower gel and liquid soaps categories. "The only way for manufacturers to maintain a high growth level is to constantly innovate in new formulas and products with effective promotional campaigns in order to boost sales," said Claire Briney a Euromonitor analyst. "Without exception, new launches have been products with an established name, which indicates the toughness of the market ... and hence promotionally driven market NPD NPD New Product Development NPD Nouveau Parti Démocratique (Canada) NPD Narcissistic Personality Disorder NPD Norwegian Petroleum Directorate NPD Nationaldemokratische Partei Deutschlands seems to have focused on skin-friendly formulas and enhancing existing ranges with new fragrances or well-being properties." Many manufacturers have focused their attention on the shower products sector as consumers turn their backs on traditional bar soaps in preference to liquid wash products. Shower gels and body washes are more convenient to use and today's formulations beast a host of value added Value Added The enhancement a company gives its product or service before offering the product to customers. Notes: This can either increase the products price or value. ingredients for exfoliation exfoliation /ex·fo·li·a·tion/ (eks-fo?le-a´shun) 1. a falling off in scales or layers. 2. the removal of scales or flakes from the surface of the skin. 3. , moisturization and mood-enhancing benefits. According to Taylor Nelson Sofres Taylor Nelson Sofres (TNS) is a global market research group, active in over 70 countries and employing 14,000 people. TNS conducts custom research business in key industry sectors, including Healthcare, Automotive, Technology, Finance, Consumer as well as Polling and Social. , shower gels are the most popular washing format in Europe--61.5% of Europeans use them, including nearly three quarters of all German consumers. In contrast, bar soaps lag behind shower gels in usage terms across all the Big 5 European markets with the exception of Great Britain Great Britain, officially United Kingdom of Great Britain and Northern Ireland, constitutional monarchy (2005 est. pop. 60,441,000), 94,226 sq mi (244,044 sq km), on the British Isles, off W Europe. The country is often referred to simply as Britain. where they are used by two thirds of consumers. Despite the popularity of liquid shower products, David Jago, of Mintel, points out that there is a high degree of confusion between shower gels, mousses, bodywashes and body shampoos, and noted: "In many cases the terms appear to be used indiscriminately with little or no distinction between products' usage or benefits." A Variety of Options Mr. Jago added: "The incorporation of added benefits into shower products is not new in itself, but is becoming more sophisticated. The 2-in-1 cleansing and moisturizing products remain popular, but added ingredients may now include alpha hydroxy acids and massage pearls and benefits extend to clarifying or antioxidant antioxidant, substance that prevents or slows the breakdown of another substance by oxygen. Synthetic and natural antioxidants are used to slow the deterioration of gasoline and rubber, and such antioxidants as vitamin C (ascorbic acid), butylated hydroxytoluene formulae." New product launches include St Ives St Ives may refer to: Places
or ascorbic acid Water-soluble organic compound important in animal metabolism. Most animals produce it in their bodies, but humans, other primates, and guinea pigs need it in the diet to prevent scurvy. and fresh berry, to moisturize the skin and Lever's Dove Skin Revitalizing Shower containing massage pearls and moisturizers moisturizers hydroscopic agents, applied to the skin and hair, as creams, rinses or shampoos, to increase hydration of the stratum corneum. Examples are propylene glycol, glycerine and lactate. . Skin care product manufacturers are also getting in on the act with shower products designed to protect and nourish the skin. These include Beiersdorf, Sara Lee's Sanex and Monsavon, which have all been especially dynamic in terms of innovation in the past year. For example, Beieredorf extended its Aquasoft line with a new item promoting its relaxing properties and introduced a new wellness variant called Nivea Pflegedusche Wellness, containing water lily water lily, common name for some members of the Nymphaeaceae, a family of freshwater perennial herbs found in most parts of the world and often characterized by large shield-shaped leaves and showy, fragrant blossoms of various colors. extracts. Sea minerals were also used by Henkel in its new Fa Wellness line, launched in April 2001 in two variants, namely Green Tea and Sea Minerals. Fragrance is also an important reason for purchase in the shower products category and Mintel notes that stronger scents have become popular, especially fruit fragrances, ginger and mint. "Similarly, aromatherapy scents have come to the fore Verb 1. come to the fore - make oneself visible; take action; "Young people should step to the fore and help their peers" come forward, step forward, step to the fore, step up, come out in the last one to two years after having first become established in the bath products market as an additive for a relaxing or soothing soak," said Mr. Jago. "Aromatherapy claims have quickly developed to encompass energizing energizing, adj giving energy to; revitalizing; rejuvenating. or stimulating properties more easily associated with a refreshing shower." Liquid Soap Sales Surge According to Euromonitor, the liquid soaps subsector is by far the fastest growing subsector in Western Europe Western Europe The countries of western Europe, especially those that are allied with the United States and Canada in the North Atlantic Treaty Organization (established 1949 and usually known as NATO). , despite its modest market size of just $543 million (up by 11.5% since 1997). Ms. Briney insisted that several factors explain this trend. "First and foremost, these products are relatively new and benefit from a low penetration rate. They also gained ground over bar soaps due to the fact that consumers increasingly found them far more convenient and hygienic hy·gien·ic adj. 1. Of or relating to hygiene. 2. Tending to promote or preserve health. 3. Sanitary. for washing their hands." New product development has therefore increased substantially as bath care manufacturers realise these products' great potential for development. New product development within bath and shower products has not been limited to branded products, especially in the UK, where the major retailers sell a wide range of their own bath lines targeted at different consumer groups. Boots, the market leader, is constantly innovating and is launching a new line called Starlet star·let n. 1. A small star. 2. A young film actress publicized as a future star. starlet Noun a young actress who has the potential to become a star Noun 1. this May, consisting of bath and body products offering retro glamour in baby doll pink packaging. Future growth in bath and shower products is likely to come from the clever exploitation of niches rather than major new brand launches. Understanding the changing washing needs of the consumer will help companies unlock the potential of this market.
European bath & shower product sales
(in millions of U.S. dollars)
% Change
2001 1997-2001
Bath additives 850.74 -13.1
Bodywash/shower gel 1,856.77 +6.9
Bar soap 1,072.41 -14.9
Liquid soap 543.05 +11.5
Talcum powder 119.38 -27.7
Total market 4,442.36 -4.0
Source: Euromonitor International
European bath & shower product shares
Company Brand Share
Private label -- 9.3
Unilever Dove 8.1
Colgate-Palmolive Palmolive 6.2
Beiersdorf Nivea bath care 5.0
Henkel Fa 4.0
Unilever Lux 2.6
Paterson Zochonis Imperial Leather 2.5
Sara Lee Sanex 2.4
Vendome Labs Le Petit Marseillais 1.6
Sara Lee Duschdas 1.6
Others -- 56.8
Total: 100.0
Source: Euromonitor International
European bath & shower product usage
(11-74 years old/% Using)
All France Germany Italy Spain UK
Bar soap 49.7 50.7 42.5 55.4 28.3 68.6
Shower gel 61.5 63.8 72.9 47.1 76.0 47.3
All over shampoo 6.3 5.7 8.0 7.5 5.9 3.3
Bath products 20.8 11.4 19.4 41.1 4.4 22.4
Source: Taylor Nelson Sofres/ETCD
|
|
||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion