Perfume your world ∙ Trend Watch Soap, Bath

O C T O B E R 2 0 2 0

Soap,

Bath &

Shower

Trend Watch

∙ Perfume your world ∙

I n l i g h t o f C O V I D - 1 9 ’ s i m p a c t , h y g i e n e r e m a i n s t h e t o p o f m i n d f o r c o n s u m e r s . T h e S o a p , B a t h , & S h o w e r ( S B S ) m a r k e t w i l l c o n t i n u e w i t h s l o w ,

b u t s t e a d y g r o w t h . ●

A d u l t s a r e s e e k i n g p r e m i u m b o d y w a s h s c e n t s , a s w e l l a s r e l a x i n g a n d t h e r a p e u t i c c l a i m s

o f f e r e d b y b a t h p r o d u c t s .●

E c o - c o n s c i o u s c o n s u m e r s a r e m o r e i n t e r e s t e d i n s a v i n g w a t e r t h r o u g h n e w i n n o v a t i v e p r o d u c t s a n d m a k i n g c h a n g e s t o t h e i r d a i l y r o u t i n e s t o h e l p c o n s e r v e t h e p l a n e t ’ s n a t u r a l r e s o u r c e s .

A T A G L A N C E . . .

TABLE OF CONTENTS

1

MARKET OVERVIEW

COVID-19 Impact

Category Overview

Key Brands

Facts and Figures

Trending Now

2

TRENDS

Remixing Rituals

Everyday Luxe

Gender Breakdown

Saving Water

3

FRAGRANCE

Olfactive Trends

Sozio Fragrance Analysis

Fragrance Collection

• COVID-19 Impact

• Category Overview

• Key Brands

• Facts and Figures

• Trending Now

M A R K E TOVERVIEW

M A R K E T O V E R V I E W – C O V I D - 1 9 I m p a c t

- 2 -

Source: Mintel, The Future of Soap, Bath & Shower Products 2020

C o n s u m e r R o u t i n e S h i f tThe impact of COVID-19 is apparent in every industry, considering SBS and its close ties to hygiene, sub-segments l ike handwash and l iquid soap wil l continue to see growth. The hand sanitizer segment wil l continue to see growth and innovation as the product becomes a daily essential. Consumers wil l

look for convenient packaging, better performance, safer ingredients and enhanced functionality l ike moisturization or healing.

T i m e l i n e

Short Term(0-6 months)

The focus on hygiene and safety have

increase us of hand sanitizer and soap.

Mental health is part of conversation as

isolation and restr ictions continue,

leading the r ise of more self-care r ituals

l ike bathing.

Medium Term(6-24 months)

Hygiene and safety wi l l continue to be

crit ical for consumers when faced with the

possibi l i ty of infection, especial ly as they begin returning to

work. Soap and hand sanitizer wi l l continue to be important and wil l have an increase

focus on eff icacy.

Long Term(2+ years)

There wi l l not l ikely be a huge impact in the long term in the SBS

market as people shift

back to their usual hygiene behavior. Normal levels are anticipated in the

long term.

M A R K E T O V E R V I E W - C a t e g o r y O v e r v i e w

M a r k e t F a c t o r sTotal US retail sales forecast of SBS products, by segment, at current prices, 2014-24

• 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

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925new product launches in

2019


F a c t s t o C o n s i d e r

Source: Mintel SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY 2020

- 4 -

The SBS market is expecting to

reach $7.45bn by the year 2024.

Younger adults, ages 18-34

report above average usage for al l bath products, making them the

prime target.

Bath products continue to

experience strong gains, increasing

sales by 28% from 2017-2019.

Consumers want products not only to cleanse but to also make their skin feel good.


M a r k e t E s t i m a t i o n b y C o u n t r yThe top 5 retail value SBS markets, 2020 (USD)

$

Billio

n

C o u n t r y

0

1

2

3

4

5

6

7

U.S. China India Brazil Japan

20%

12% 12%

8%

6%

• The US market accounts for about 20% of global retails sales, fol lowed by China & India, Brazil, then Japan.

• These mature markets are losing market share with countries l ike Turkey showing the fastest retail market growth followed by Russia and Vietnam.

Source: Mintel THE FUTURE OF SOAP, BATH & SHOWER PRODUCTS, 2020

- 5 -


- 6 -

T o p S u b - C a t e g o r i e s f o r S B S

L a u n c h e s% by segment, US, 2019

Source: Mintel, GNPD 2020, SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY 2020, Market Size 2020

2020 Facts To Consider

• Bar soap usage is continuing to decline due to continued adoption of l iquid 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.

Shower Products42.30%

Liquid Soap17.90%

Bar Soap20.50%

Bath Additives19%

Shower Products

$3,182.00

Liquid Soap $1,239.00

Bar Soap$1,543.00

Bath Additives$487.00

M a r k e t S e g m e n t a t i o n b y S u b -

C a t e g o r i e sby value (m USD), US, 2019

TABLE OF CONTENTSM A R K E T O V E R V I E W - K e y B r a n d s

- 7 -

M A R K E T O V E R V I E W - F a c t s & F i g u r e s

M a r k e t L e a d e r B r e a k d o w n o f S B S M a r k e t% of company retail market share (by value), US, 2019

Source: Mintel, Market Size 2020

- 8 -

Unilever33.9%

Colgate-Palmolive11.2%Procter &

Gamble11.1%

Henkel9.7%

Johnson & Johnson3.3%

Parfums de Coeur, Ltd.3.1%

Own Label9.1%

Other18.6%

$ 2 . 1 8 b i l l i o ni n s a l e s f o r t o p m a r k e t

p l a y e r U n i l e v e r

T O P B R A N D S

Meijer

Essentia ls by Clearly Natural

Victoria’s Secret

Kroger

Dove

Alaffia

Dial

Addison & Gates

Pacha Soap Co.

Softsoap

Philosophy

Source: Mintel, GNPD 2020

• Unilever continues to dominate the market; however, smaller brands are gaining traction while most leading players losing market share.


T o p P r o d u c t F o r m a t s & T e x t u r e s f o r S B S% by Variants, US, 2019

Gel / Jelly47%

Foam8%

Granules/ Salt15%

Oil7%

Scrub10%

Cream4%

Whipped

3%

Spray / Mist / Spritz

2%

Liquid 2%

Mousse2%

Facts To Consider

• Gels / Jelly textures are the mostpopular formats for SBS products.These types of formats can beattributed to products like liquidshower gels.

• While the rise of bath additivescontinue, Granules / Salt and Scrubs

continue to grow as well. This ismainly in l ine with self-care andbathing rituals.

- 9 -



T o p P r o d u c t C l a i m s f o r S B S% by Segment, US, 2019


Natural20%

Ethical & Evironmental

17%

Free From14%

Beauty Enhancing

11%

Demographic7%

Functional5%

Suitable For8%

Positioning6%

Product Tested5%

Plus4%

Convenience,3% Facts To Consider

• Natural and Ethical &

Environmental take the lead inSBS product claims. Eco-friendly l ifestyles havecontinued to increase andconsumers want more naturalingredients or packaging thatis recyclable or compostable.

• Free From claims like Paraben-

Free or Cruelty-Free saw ahuge spike in 2019. Consumersare looking for products thatdo not contain hazardousmaterials or harsh chemicals.

• The fastest growing claim inSBS is Convenience . Consumersare starting to look for moreproducts to help save time orthat they can take on-the-goto fit into their busy lifestyles.

- 10 -

A l t e r n a t i v e s F o r S h o w e r R o u t i n e s

Consumers l ives 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.

M A R K E T O V E R V I E W - T r e n d i n g N o w

The Formats And Functions Drive Convenience

CNKCOS Multi-Cleanser is a solid format cleanser that is easy to use andfunctions well on the go, making it great for traveling. Multi-functionalproducts is a straightforward way to engage with a broader range ofconsumers looking to enhance wellness routines with simple add-onsrather than complicated and time-consuming routines.

CNKCOS Multi-Cleanser

Honey Bean

Lush SleepyShower Bomb

Reimagine and repurpose existing formats

A simple strategy involves looking to bath additives and adaptingformats for in-shower convenience. Shower bombs bring the addedbenefit of aromatherapy and relaxation to the speed of showering forthose who can’t carve out the time to take a bath. Adding showerbombs that also double as a cleanser or exfoliating scrub, furthers thenotion of saving time only enhancing the product even more.

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Source: Mintel, The Future of Soap, Bath & Shower Products 2020


H a i r C a r e T r e n d s I m p a c t S B S R o u t i n e s

34%Of adults are agree that frequent washing can

damage their hair.

Source: Mintel, SOAP, BATH AND SHOWER PRODUCTS 2020

28%Of adults agree that they are

showering/bathing less because they’re washing their

hair less often. Source: Mintel, SOAP BATH AND

SHOWER PRODUCTS 2020

What To Consider

• The concerns around frequent hair washing have caused someconsumers to skin their daily hair washing. Given that hairwashing takes place in the shower, less frequent hair washingnot only impacts the haircare market, but, also the soap, bathand shower products market.

• These behaviors indicate challenges for brands, as lessfrequent showering and bathing can lead to less frequentproduct usage.

• Women are more likely than men to skip their daily hairwashing due to the concerns that it is damaging; therefore, itis not surprising that they are more likely to shower andbathe less. This highlights challenges for brands, as womentrend to be more invested and engaged in their personal careroutines, making them a prime target for most companies.

Source: Mintel, SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY 2020

- 12 -


P e r s o n a l C a r e H o m e C a r e

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.

Shower Gel , Hand Soap, Hair Care, DeodorantLaundry Care, Dish Care, Surface CareLove Beauty And Plant , Love Home And Planet

Body WashLaundry Care, Dish Care, Surface CareMethod

Body Wash, Hair Care , Bubble Bath, Baby CareLaundry Care, Dish Care, Surface CareThe Honest Company

Body Wash, Deodorant, Hand Wash, Baby CareLaundry Care, Dish Care, Surface CareSeventh Generat ion

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• Remixing Rituals

• Intimate Wellness

• Everyday Luxe

• Gender Breakdown

• Sustainabilityo Natural & Eco-friendly Positioningo Preventing Plastic Wasteo Saving Water

TRENDS

TRENDS- Remixing Rituals

T h e G r o w i n g N e e d f o r S e l f - C a r e

• Bath products not only experienced an increasein usage, but also turned into the strongestsales performance in the category, thanks tothe growing demand for rituals to helpconsumers relax.

• Looking to expand wellness solutions,consumers remix ancient remedies for a newage, helping heal the bodies, hearts, and minds.

• SBS Brands have the opportunity to become anintegral part of these new rituals with scrubsand bath additives that cater to the needs ofthis consumer.

37%Of adults agree that

they care more about the relaxing benefits of bath products than the

cleansing benefits.

59%Of consumers agree that

beauty and grooming routines (i.e. bathing)

are a good way to reduce stress.

22%Of consumers like to

create a spa-like atmosphere

when they bathefrom home.

In the USA…

Source: Mintel, The Future of Soap, Bath & Shower Products 2020, Soap, Bath and Shower Products, US, February 2020, FahsionSnoops FH 21/22

OUAIChil l Pi l ls

Bath Bomb

Beauty PieNourishing Body Polish

Dove Relaxing Lavender

Body Wash

- 15 -

M A R K E T O V E R V I E W – I n t i m a t e W e l l n e s s

T a k i n g V G o o d C a r e O f Y o u r s e l f

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 health industry is estimated to

be worth $38 billion

by 2026.

Source: Vogue

Z e r o T a b o o s

It is a sulfate-free, most gentle intimate foaming wash for women to keep their private areas clean, smooth and fresh. The wash special ly focuses on intimate microbiome balance, with a formula designed to maintain pH and feed healthy bacteria.

Q u e e n V

A brand that is focused on normalizing the conversations surrounding women’s health. Their feminine wash is dye -free, paraben-free, glycerin-free, contains vegan extracts, healthy pH balanced, and supports private hygiene for women of al l ages.

S u m m e r ’ s E v e

Mass market brand, Summer’s Eve expands their feminine wash by offering a new product geared towards women’s l ifestyles. Their new Active cleansing wash is for use after exercise or a busy day running errands. Formulated with a blend of cooling oils and helps balance pH levels without any dyes, alcohol or parabens.

With consumers speaking more open and candid

about their bodies along with the increasing

awareness of female healthy and hygiene,

brands have the opportunity to explore

developing products for

the intimate care industry .

Opportunity Spotlight

- 16 -

TRENDS- Everyday Luxe

L u x u r y B a t h E x p e r i e n c e

• Mass market brands are taking more luxuriousapproach to new product launches with newproducts being inspired by fine fragrance scentbut, sti l l at affordable prices.

• Upscale brands are using scents as their finefragrances or premium candles products fortheir personal care products.

• With an uptick in self-care, consumers arewanting to indulge more in the SBS products.

57%Of consumers using SBS

products use or are interested in using products that match the fragrance of their perfume or cologne.

30%Of consumers agree that

they used fragranced SBS products instead of a perfume or cologne.


they sometimes treat themselves to luxury

bath products.

In the USA…

MALIN + GOETZ

RumHand & Body Wash

Bath & Body Works

CoastBody Wash

Caress

Adore ForeverBody Wash


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TRENDS- Gender Breakdown

N o t O n e M a n F i t s A l l

• The definition of masculinity is every evolving, andmen are more open to experiences that werereserved for women only. More masculine scents andpackaging are being shown on bath additives.

• Brands are beginning to target male consumers ontheir lifestyle routines (i.e. going to the gym) andbehaviors to better address their needs.

• Simple packaging is commonly found in unisex orgenderless products, making them appeal to bothmen and women.

61%Of older Gen Z male

consumers have tried or are interested in trying

genderless beauty products.

56%Of men agree that they are bathing more often

than a year ago because they want to relax.

76%Of young Millennial men

have used or are interested in pre/post-

exercise bodycare products.

In the USA…

Midwest Sea Salt Co.

Ocean BreezeMen's Bath Salt

Beast

Tame The BeastBody Lather

The Scent Library

LBK WaterShower Gel

Source: Mintel, The Future of Soap, Bath & Shower Products 2020, Soap, Bath and Shower Products, US, February 2020,

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Sozio has an ent i re co l lect ion and presentat ion for men. Ask for our SOZIO MEN’S GROOMING presentat ion ava i lab le for personal care appl icat ions.

40%Of buyers of natural and

organic shoppers buy natural/organic products

because they think they’re safer than mainstream ones.

Source: Mintel, A YEAR OF INNOVATION IN SUNCARE 2020

20%Of consumers rank

environmentally sustainability as one of their top three most important areas for companies

to support.Source: Mintel, SOAP, BATH, AND

SHOWER PRODUCTS 2020

N a t u r a l & E c o - f r i e n d l y P o s i t i o n i n g

Consumers are drawn to products that contain famil iar ingredients, such as coconut oil and honey. Strong interest in famil iar ingredients stems from the broader appeal of natural and clean products, as a consumers perceive these products as a safer option

than mainstream products.

M A R K E T O V E R V I E W – S u s t a i n a b i l i t y

- 19 -


R a w S u g a r

Raw Sugar offers natural products at anaffordable price point, but also has strongethical an environmental initiatives inplace. They use eco-friendly packagingand donate a fresh bar of soap to aperson in need through their Raw GivingProgram.

M r s . M e y e r s

Mrs. Meyers had the strongest salesperformance for SC Johnson in their mostrecent review period. The brand leveragesa strong natural positioning while alsooffering a variety of unique fragrances tohelp drive their growth.

P r e v e n t i n g P l a s t i c W a s t e

Consumers are becoming increasingly concerned with sustainabil ity 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 refi l lable or plastic free packaging.

M A R K E T O V E R V I E W – S u s t a i n a b i l i t y

- 20 -

Source: Mintel, SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY 2020, Method Website

50%Of adults have not tried

products that come in refillable packaging but are interested

in trying.

Source: Mintel, SOAP, BATH AND SHOWER PRODUCTS 2020

43%Of consumers are interested in

recyclable/plastic-free packaging.

Source: Mintel, SOAP BATH AND SHOWER PRODUCTS 2020

B l u e l a n d

Blueland has household and personal careproducts that come in the form of a smal ltablet, which users mix with water formhome. The offer a shatterproof glasspump bottle that be refi l lable and reusedalong with their foaming soap tablets.

M e t h o d

Method’s 2-in-1 dish & hand soap bottle ismade with a blend of recovered oceanplastic from Hawaii along with post-consumer recycled plastic making it thefirst of its kind.

TRENDS- Sustainability

S a v i n g W a t e r

• The waterless trend is growing as just one of many sustainabil itystrategies, but the crucial aspect is to to take the concept al l theway through the supply chain, from ingredient sourcing andmanufacturing to the end product in order to be truly green.

• Product innovations that offer the cleansing benefits consumersneed, but also require less water to use and formulate wil l not onlyhelp consumers adapt to a water-scarce world, but also help brandsbetter reach eco-conscious consumers.

• Consider innovations l ike fast-rinse technology or waterlessformulations.

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 -

In the USA…


they are trying to use less water when

showering and/or bathing.

71%Of consumers express

the interest ininnovations that help

save water.

Yuni

No Rinse BodyCleansing Foam

EC30

Enlightened CleanBody Wash

Nude & Crude

Waterless ShowerSoap Powder

Seventh Generation

Waterless ShowerSoap Powder

• Olfactive Trends

• Sozio Fragrance Analysis

• Fragrance Collectiono Fresh Botanicalso Traditional x Tropicalo Treat Yourself

FRAGRANCE

- 23 -

FRAGRANCE - Olfactive Trends

T o p F r a g r a n c e G r o u p s f o r S B S% by segment, US, 2019

Green/Herbal/Woody

26%

Gourmet/Edible29%

Floral25%

Fantasy6%

Fruity 3%

Citrus 7%

Marine2%

Fresh & Clean2%


Most Popular

Fragrance Components for SBS Products

LAVEND ER COCONUT MINT HONEY

•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.

GREEN

/A

RO

MA

TIC

WO

OD

Y

FLO

RA

L

CIT

RU

S

FRU

ITY

FRAGRANCE - Olfactive Trends

- 24 -

OR

IEN

TA

L

- 25 -

Perfect PeonyShower Gel

Bath & Body Works

White Tea & BasilBody Wash

Nivea

Wild MeadowHand Wash

Method

Fresh Botanicals

a collection inspired by garden grown botanicals that give a fresh and natural feel

FRAGRANCE – Sozio Collection // Fresh Botanicals

- 26 -

PEONY BLOOMS & IVYFloral/Green

Top: Lush Greens, Rose Water, Fresh Cut Stems

Middle: Pink Peony, JasmineMagnolia, Muguet, Ivy Leaves

Base: Sandalwood, Cedarwood, Musks

Alternate Name

Water Lily & Rose

GREEN TEA & BASILCitrus/Aromatic

Top: Lemon, Bergamot, Orange

Middle: Tea Leaves,Herbal, Basil, Sage

Base: Woody,Musks

Alternate Name

Lemon Blossom & Sage

Top: Dewy Cucumber,Aloe Vera, Crisp Apple

Middle: Violet Leaf, Lavender, White Floral

Base: Musks,Cedarwood

AGAVE NECTAR & CUCUMBERGreen/Woody

Alternate Name

Green Apple & Aloe

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Pineapple PapayaBody Wash

Maui Moisture

Golden GlamourFeminine Cleansing Wash

Summer’s Eve

Pomegranate &Hibiscus Tea

Body WashDove

TRADITIONAL x TROPICAL

recognizable ingredients are combined with exotic tropical fruits and botanicals for unique new fragrances

FRAGRANCE – Sozio Collection // Traditional x Tropical

BLACKBERRY & PASSION FLOWERFruity/Floral

Top: Tropical Berries, Star Apple

Middle: Passion Flower, Rhubarb, Black Currant

Base: Vanilla, Woody, Musks

Alternate Name

Acai Berry & Hibiscus

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PINK POMELO & PALMFruity/Tropical

Top: Tropical Fruits, Pink Pomelo

Middle: Mango Pulp,Guava Nectar

Base: Musks,Palm Leaves

Alternate Name

Mango Leaf & Grapefruit

Top: Tangerine,Sparkling Pineapple

Middle: Coconut Milk, Tropical Blooms

Base: Vanilla Orchid,Creamy Woods, White Musks

TIARE PETALS & PINEAPPLEFruity/Floral

Alternate Name

Pineapple Blossom & Coconut

SZ

US

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- 29 -

Amber & HoneyBody Wash

SoftSoap

NeroliBody Wash

Dial

Mystique FoeverBody Wash

Caress

TREAT YOURSELF

fine fragrances and rich premium scents inspire a collection that make you feel extravagant without breaking the bank

FRAGRANCE – Sozio Collection // Treat Yourself

DAHLIA & PLUM BLOSSOMFruity/Floral

Top: Dark Plum, Osmanthus,Pink Lady Apple

Middle: Peach Blossom,Red Dahlia, English Rose

Base: Woody, Musks

Alternate Name

Rosehip & Peach Nectar

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SZ

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HONEYSUCKLE & AMBEROriental/Fruity

Top: Anjou Pear, Raspberry Jam

Middle: Star Jasmine,Honeysuckle, White Lily

Base: Vanilla Sugar, AmberSandalwood, Velvet Musks

Alternate Name

Star Jasmine & Honey

Top: Ripe Blackberry,Orange, Creamy Coconut

Middle: White Tuberose, Magnolia Blossom, Wild Jasmine

Base: Opulent Woods,Cashmere Musks, Vanilla

CASHMERE VANILLA & MAGNOLIAFloral/Oriental

Alternate Name

Warm Vanilla & Tuberose

SZ

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81

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