09.07.16
Remember when the Pepsi Generation was going to change the world? Now, the Liquid Soap Generation is trying to change the way the world washes. According to a new study by Mintel, young people aged between 18 and 24 are choosing liquid soap over the old fashioned bars.
Sales of soap bars in the US fell 2.2% between 2014 and 2015 even as the overall market for bath and shower products increased 2.7%, according to the research group.
Mintel blamed most of the decline on changing washing habits among young consumers and women. In fact, men 60 years of age and older still hold the bar in high esteem.
Mintel's research suggests that Milennials, and a lot of US consumers, mistakenly believe that bar soap is covered in germs after use—even though that idea was proven wrong by recent research in South Korea that found expensive antibacterial hand wash was no more effective at killing bacteria than normal soap and water.
Sales of soap bars in the US fell 2.2% between 2014 and 2015 even as the overall market for bath and shower products increased 2.7%, according to the research group.
Mintel blamed most of the decline on changing washing habits among young consumers and women. In fact, men 60 years of age and older still hold the bar in high esteem.
Mintel's research suggests that Milennials, and a lot of US consumers, mistakenly believe that bar soap is covered in germs after use—even though that idea was proven wrong by recent research in South Korea that found expensive antibacterial hand wash was no more effective at killing bacteria than normal soap and water.