US shower care scrubs up well


The US market saw a compound annual growth rate of 4.7% between 2008 and 2012

The US market for shower products saw a compound annual growth rate (CAGR) of 4.7% between 2008 and 2012, according to market analyst Companies & Markets. Key factors included increased purchases of male specific products; additives that enhance product functionality, such as antibacterial agents and exfoliation; fragrance variety; and the targeting of age-group specific consumers including baby boomers and millennials (generation Y).

“Unique fragrances and distinguishing benefits allowed shower product companies to position their products as both therapeutic and indulgent,” said the company, “convincing consumers with more disposable income in 2012 that there was ample value to be had from the varying lines of products offered.”

In 2012, the US market continued to be contested by the same top five major players – Unilever, Dial, Colgate-Palmolive, Procter & Gamble and Limited Brands – which together accounted for a retail value share of 58%.

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Future growth within the category is likely to come from a variety of sources, with the main contributors being bar soap, bath additives and liquid soap.