The
expansion of the shower gel market started in the 60s, a liquid soap that
permitted a new way of washing! But as far as we know “the first liquid soapwas patented in 1865”
(only 150 years ago).
Now, 80% of French people clean themselves with shower gels. The market is very dynamic, the figures show it in 2012, as in 2011 : +2.3% in value and +4% in volume (according to SymphonyIRI).
In
Europe, the shower gel market is the first market of personal hygiene and it is
growing, especially in value. Germany is the first country (in sales and
volume) with an increase in respectively +2% and +1%. These figures are lower
than those of Britain and especially France (+2% and +4%).
France is also the first country in terms of expenses (8.9 euros per year). But manufacturers have to be careful,
consumers are clearly under pressure to keep a close eye on household budgets
because of the economic situation: a third of adults who use shower products
are paying more attention to how much they spend.
A competitive market…The shower gel category straddles two words: first it represents a must-have consumer goods – which consumers see as an entire part of their everyday life – while at the same time it can be considered as a consumer desire for fantasy and escapism.
Obviously, such growth attracts a lot of brands in France, the most famous are: Le Petit Marseillais, Tahiti, Ushuaïa, Axe, Fa, Dove, Cadum, Sanex, Dop, Palmolive, Monsavon, Nivea and many others such as private labels. The types of product are numerous, they can be exfoliating, moisturizing, fragrant, relaxing, invigorating… Now the goal is to clean but also to improve the well-being of the consumer.
…And also a challenging one.
The market demands are multiple and varied. Customers are looking for in their consumption of liquid soap to satisfythe satisfaction of their development needs. The keys are simple: innovation and promotion. About 30% of products are sold thanks to promotions. The nature of the brand management is totally impacted and influenced by this situation. In the Shower Gel market a brand needs to be present, recognizable, convincing, attractive, reassuring, performing, efficient and particularly innovative.
What are the last trends?
First, brands dominate the market in France. Despite the crisis, customers are not only looking for a price, but also innovation, originality and specific products. For example, Le Petit Marseille, the market leader, based its strategy on the "made in France" with an appropriate communication: activities on the Paris-Marseille TGV, on markets in the French Riviera or highway areas.
Body care and dermatology are becoming increasingly important in consumer choice. Brands such as Fa, Colgate-Palmolive or Dove are very active and performing in this type of products. The market for skin care products grew by 8.2%. For example Dove claims to be the first dermatologist recommended brand.
The segment of shower gels for men is growing very quickly. The segment grew by 5.5% in 2012. Axe dominates the market with 32% of market share. Adidas offer shower gels for sports men, Playboy for gentlemen and Axis for dynamic young men.
Have a good shower!
Léonie
Now, 80% of French people clean themselves with shower gels. The market is very dynamic, the figures show it in 2012, as in 2011 : +2.3% in value and +4% in volume (according to SymphonyIRI).
A competitive market…The shower gel category straddles two words: first it represents a must-have consumer goods – which consumers see as an entire part of their everyday life – while at the same time it can be considered as a consumer desire for fantasy and escapism.
Obviously, such growth attracts a lot of brands in France, the most famous are: Le Petit Marseillais, Tahiti, Ushuaïa, Axe, Fa, Dove, Cadum, Sanex, Dop, Palmolive, Monsavon, Nivea and many others such as private labels. The types of product are numerous, they can be exfoliating, moisturizing, fragrant, relaxing, invigorating… Now the goal is to clean but also to improve the well-being of the consumer.
…And also a challenging one.
The market demands are multiple and varied. Customers are looking for in their consumption of liquid soap to satisfythe satisfaction of their development needs. The keys are simple: innovation and promotion. About 30% of products are sold thanks to promotions. The nature of the brand management is totally impacted and influenced by this situation. In the Shower Gel market a brand needs to be present, recognizable, convincing, attractive, reassuring, performing, efficient and particularly innovative.
In order to improve their performance, manufacturers
can differentiate their products by changing: the color (brilliant ones like
pink, purple or green), the texture (exfoliating, silky), perfume (fruits,
spicy) and the packaging (form of the bottle, different sizes available). In
the shower gel market, the differentiation concerns more the product inside the
bottle than the packaging. The communication is more and more used to explain
and amplify the “power” of shower gels.
We will see later the diverse brand strategies adopted by the market players.
What are the last trends?
First, brands dominate the market in France. Despite the crisis, customers are not only looking for a price, but also innovation, originality and specific products. For example, Le Petit Marseille, the market leader, based its strategy on the "made in France" with an appropriate communication: activities on the Paris-Marseille TGV, on markets in the French Riviera or highway areas.
Body care and dermatology are becoming increasingly important in consumer choice. Brands such as Fa, Colgate-Palmolive or Dove are very active and performing in this type of products. The market for skin care products grew by 8.2%. For example Dove claims to be the first dermatologist recommended brand.
The segment of shower gels for men is growing very quickly. The segment grew by 5.5% in 2012. Axe dominates the market with 32% of market share. Adidas offer shower gels for sports men, Playboy for gentlemen and Axis for dynamic young men.
Have a good shower!
Léonie
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