• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Stepping into the Spotlight for 2021

    The Independent Beauty Association Supports Sensible Reform

    Essential Workers

    A Clean Commitment

    Deliver & Delight
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    Amyris Named a Top Social & Environmental Impact Company

    L'Oréal Bans Animal Hair in Brushes

    Ashland Launches Antaron ECo Gel

    Isosorbide Di-(Linoleate/Oleate) Treats Xerotic Pruritic Skin

    Estée Lauder Appoints SVP, New Business Development
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    33. Jafra Cosmetics

    27. Bolton

    11. Amway

    26. Shanghai Jahwa

    18. Belcorp
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    Amyris Named a Top Social & Environmental Impact Company

    Coming Clean About Clean Beauty

    Isosorbide Di-(Linoleate/Oleate) Treats Xerotic Pruritic Skin

    Nu Skin Launches ‘Clean’ Formula Line

    HydraFacial Adds Murad Booster
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    Amyris Named a Top Social & Environmental Impact Company

    L'Oréal Bans Animal Hair in Brushes

    Coming Clean About Clean Beauty

    Ashland Launches Antaron ECo Gel

    Isosorbide Di-(Linoleate/Oleate) Treats Xerotic Pruritic Skin
    Lab Equipment
    Mixing
    Packaging
    Testing

    Logo Design Trends for 2021 & Beyond

    Coming Clean About Stink

    Henkel Reaches Sustainable Packaging Milestone

    Ross Designs Mixer for Increased Shear

    CGF Coalition Finalizes 'Golden Design' Rules
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    LipoTrue Inc.

    Jeen International

    Ashland

    QRS (Quality Resourcing Services)

    Praan Naturals
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Eurotrends

    Shower-to-Shower-to-Shower; Europeans Pass on Baths

    ...

    Related CONTENT
    • Got Milk?
    • In-Cosmetics Global To Focus on R&D
    • Personalization Expands Oral Care Opportunities
    • What Will Impact Beauty & Personal Care in 2018?
    • Online Beauty Trends Impact On-Counter Makeup Sales
    Imogen Matthews, Consultant01.04.18
    With baths out of fashion, the shower is the preferred option for most Europeans looking to balance time constraints with personal hygiene. The functional benefits and convenience of the shower compared with the luxurious occasional treat of the bath has made it a more popular choice. With more consumers preferring showers, there has been an increase in product innovation as personal cleansing brands look to enhance consumers’ experience.


    European consumers’ strong preference for taking showers is confirmed in Kantar Worldpanel year to September 2017 data, showing high penetration levels across the largest countries. Showering is most popular in Spain, Italy, Germany and France, where consumers tend to use shower products primarily in the morning to feel clean and refreshed.


    Although British and Polish consumers prefer showers, they also enjoy taking a bath, mainly in the evening, as a way of indulging themselves with pleasantly fragranced products.


    Liquid shower products have taken the place of solid soaps, according to Mintel data which demonstrates the widespread use of liquid soaps/gels in Europe. In Spain, 91% of consumers say they prefer to wash with liquid soaps, which is true for 87% of Germans, 85% of Italians, 79% of French and 74% of British consumers.


    Environmental Consciousness


    Despite high penetration of liquid shower products, Mintel research shows that more Europeans wash less frequently to save time, water and to reduce the stress of cleaning products on their skin.


    “Taken together, these behaviors will reduce the rate of growth across the European soap, bath and shower market,” maintains Jamie Rosenberg, global household and personal care analyst at Mintel.


    Recent Mintel data confirms that as many as 37% of French and 31% of Italians have changed their routine in the past six months to use less water or more environmentally-friendly products.


    GlobalData confirms that European consumers are increasingly concerned about using chemicals, too, with 54% stating they are either very or extremely concerned about the impact of chemicals on health and appearance, according to results of GlobalData’s 2016 Q3 global consumer survey. Mintel analysts report a sharper focus on the avoidance of ingredients perceived as unhealthy: in 2017, 49% of French consumers said they avoid buying products with parabens, up from 41% in 2014, a behavior that could be motivated by the EU’s recent banning of certain parabens in leave-on products such as lotions.


    “Although the same restrictions do not apply to rinse-off products like soap, the rule may be influencing consumer behavior across the beauty and personal care market,” observed Rosenberg. 


    As consumers become more discerning about the impact of ingredients in personal cleansing products, new opportunities are emerging for brands to explore natural propositions across bath and shower, including preservative-free claims and the use of “real” ingredients. One recent example is a new UK body wash range, GreenFrog Botanic, that was created using Ayurvedic soapberries and essential oils while also claiming to be 100% natural and vegan.


    Waterless personal cleansing solutions have yet to go mainstream, although they offer high potential on the European market, noted Jamie Mills, analyst, GlobalData, whose 2016 research shows that 36% of Europeans say they are interested in buying waterless personal care products, but that interest hasn’t translated into purchase.


    “While consumers are increasingly environmentally-conscious, according to GlobalData’s consumer research, sustainability remains a secondary factor when making personal care choices,” argues Mills. She believes brands must promote the benefits of waterless formulations by highlighting the potential of enhanced efficacy and improved results, as well as the convenience factor that such products could offer.


    Although bar soaps lag liquid formulations in popularity, artisan bar soaps outperform the bar soap category as a whole, with new soaps made using traditional, sometimes cold-pressed manufacturing methods.


    “Artisan bar soaps offer strong skin benefits and appeal to the senses,” commented Rosenberg.


    Examples include Organic Artisan Handmade Rose Geranium Bar Soap made in the Cotswolds, England, and Savon de Marseille Artisanal French Vegetable Soaps, which are handmade in Provence, France. Taking the concept a bit further is Christophe Robin a l’Aloe Vera Hydrating Shampoo Bar, which is designed to cleanse the hair and body in a 100% natural and vegan formulation.


    Skin Care Benefits


    Innovation in personal cleansers tends to be focused on liquid shower products, with skin care benefits a key area for growth as awareness of the drying effects of water become more widespread.


    “Moisture is a top purchase driver,” maintains Rosenberg, stating that this benefit has mainstreamed in the shower product market with at least 58% of European consumers reporting that they look for moisturizing shower products.


    Dove Care & Oil Shower Oil (Germany) has tapped into this trend with an argan-oil-enriched formulation designed to cleanse, moisturize and soften the skin. Furthermore, European consumers actively seek out products for sensitive skin, points out Rosenberg, citing that between 37% and 43% of people living in France, Germany, Italy, Spain and the UK use sensitive skin formulations for sensitive skin.


    Mintel has also noted an interest in personal cleansers with exfoliating benefits, especially among Italians. In body wash, 32% of Europeans look for exfoliating capabilities, while just 21% of bar soap users say this is important. St. Ives Renew & Purify Exfoliating Body Wash uses sea salt and kelp extracts to exfoliate and revitalize the skin.


    Sensory Experience


    According to Mintel, fragrance has always been a strong purchase driver with at least half of all Europeans reporting that scent is important and between 77% and 84% by country agreeing that bathing/showering is a good stress reliever. Beyond scent, there are opportunities to provide new sensory benefits, such as merging aromatherapy with warming and cooling sensations. Mintel has recorded a high interest in such products, with between 21% and 29% of Europeans willing to pay more. An example is Rituals Samurai Ice Shower containing organic bamboo and Japanese mint, specially designed for use after sport and in warm weather.


    Going forward, the challenge facing personal cleansing brands will be to balance consumers’ growing awareness of sustainability issues with a desire for luxurious formulations. 



    Imogen Matthews
    Headington, Oxford UK
    Tel: +44 1865 764918

    Imogen Matthews is a respected consultant, journalist and researcher focusing on trends in the beauty industry. She regularly contributes to many of the world’s foremost beauty trade titles. Every year in April, she publishes The Premium Market Report, focusing on trends in the UK premium beauty markets.
    www.thepremiummarketreport.com
    Related Searches
    • wash
    • argan
    • claims
    • global
    Related Knowledge Center
    • Personal Cleansers
    Suggested For You
    Got Milk? Got Milk?
    In-Cosmetics Global To Focus on R&D In-Cosmetics Global To Focus on R&D
    Personalization Expands Oral Care Opportunities Personalization Expands Oral Care Opportunities
    What Will Impact Beauty & Personal Care in 2018? What Will Impact Beauty & Personal Care in 2018?
    Online Beauty Trends Impact On-Counter Makeup Sales Online Beauty Trends Impact On-Counter Makeup Sales
    Innovate & Create Innovate & Create
    Probiotic Household Cleaners Appeal to Millennials Probiotic Household Cleaners Appeal to Millennials
    The Anti-Aging Category Grows Up in Latin America The Anti-Aging Category Grows Up in Latin America
    Co-Washes and Shampoos Must Co-Exist in Europe Co-Washes and Shampoos Must Co-Exist in Europe
    Spa-inspired Beauty Finds a Following Spa-inspired Beauty Finds a Following
    A Healthy Approach To Natural and Organic A Healthy Approach To Natural and Organic
    Go East,  Young Man… Go East, Young Man…
    Anti-Aging Claims Are Big in Asia-Pacific Beauty Marketplace Anti-Aging Claims Are Big in Asia-Pacific Beauty Marketplace

    Related Eurotrends

    • Functional Ingredients | Personal Cleansers
      Pampering-in-Place During a Pandemic

      Pampering-in-Place During a Pandemic

      Imogen Matthews on what consumers want to assuage their concerns.
      Imogen Matthews, Consultant 06.12.20

    • Functional Ingredients | Personal Cleansers | Surfactants
      Quality & Sustainability Lift Personal Cleanser Sales

      Quality & Sustainability Lift Personal Cleanser Sales

      ...
      Imogen Matthews, Consultant 01.03.20

    • Color Cosmetics | Hair Care | Personal Cleansers | Skin Care

      Inclusive Beauty Trend Drives Makeup Sales

      ...
      Imogen Matthews, Consultant 11.01.19


    • Functional Ingredients | Hair Care | Personal Cleansers | Skin Care

      Green & Sustainable Beauty Gains a Following in Europe

      ...
      Imogen Matthews, Consultant 08.02.19

    • Actives | Functional Ingredients | Hair Care | Personal Cleansers | Skin Care

      Enjoying the Spa Experience When and Where You Want It

      ...
      Imogen Matthews, Consultant 09.03.18

    • Actives | Color Cosmetics | Functional Ingredients | Hair Care | Personal Cleansers | Skin Care | Testing

      The Young and The Restless Drive Demand for Natural

      ...
      Imogen Matthews, Consultant 08.03.18


    • Hair Care | Personal Cleansers | Skin Care | Sun Care

      Boys Still Love Their Beards... and More Grooming Trends

      ...
      Imogen Matthews, Consultant 03.01.18

    • Functional Ingredients | Personal Cleansers | Skin Care

      Spa-inspired Beauty Finds a Following

      ...
      Imogen Matthews, Consultant 09.01.17

    • Functional Ingredients | Hair Care | Personal Cleansers | Skin Care

      A Healthy Approach To Natural and Organic

      ...
      Imogen Matthews, Consultant 08.01.17


    • Functional Ingredients | Personal Cleansers

      Russia Makes a Splash in Personal Cleansers

      ...
      01.06.17

    • Actives | Functional Ingredients | Personal Cleansers | Polymers | Preservatives | Surfactants

      A Bad Case of the Bathing Blues as Personal Cleanser Sales Dip

      European cleanser market takes a bath.
      Imogen Matthews, Consultant 01.04.16

    • Functional Ingredients | Personal Cleansers | Surfactants
      The Bubble Bursts In Liquid Bath

      The Bubble Bursts In Liquid Bath

      ...
      Imogen Matthews, Consultant 01.06.15


    Trending
    • Amyris Named A Top Social & Environmental Impact Company
    • Formulating Liquid Laundry Detergents
    • Reusables For Consumables In The Pandemic And Beyond
    • Maybelline Unveils 'Sky High' Mascara
    • Croda Partners With Genesis Biosciences
    Breaking News
    • Amyris Named a Top Social & Environmental Impact Company
    • L'Oréal Bans Animal Hair in Brushes
    • Ashland Launches Antaron ECo Gel
    • Isosorbide Di-(Linoleate/Oleate) Treats Xerotic Pruritic Skin
    • Estée Lauder Appoints SVP, New Business Development
    View Breaking News >
    CURRENT ISSUE

    January 2021

    • Stepping into the Spotlight for 2021
    • The Independent Beauty Association Supports Sensible Reform
    • Essential Workers
    • A Clean Commitment
    • Deliver & Delight
    • Reusables for Consumables In the Pandemic and Beyond
    • A Rebound for Beauty
    • Beauty Brands Must Prepare for a 'Decade of the Home'
    • A Societal Shift
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Brown Fat Associated with Reductions in Chronic Disease Risk
    NIH Study Identifies Antibacterial Properties in Taurine
    NSF Begins New Certification Program
    Coatings World

    Latest Breaking News From Coatings World

    Zeppelin Acquires MTI Mischtechnik
    Ezio Braggio Joins ChemQuest Europe
    IFS Coatings Announce Carbon Offset Program
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Optimize EP Launches CaRM Cardiac Device Data Management Platform
    U.S. TAVR Market Projected to Reach Nearly $5 Billion by 2030
    FDA Clears Canon Medical's Compressed SPEEDER for 3D Exams on 1.5T MR
    Contract Pharma

    Latest Breaking News From Contract Pharma

    KORSCH, MEDELPHARM Partner on R&D Equipment Portfolio
    Frontage Bolsters Clinical Services Capabilities
    Sanofi Unveils EUROAPI as Name of New European API Company
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Neenah to Host Packaging Webinar for Printers
    W.S. Badger is Named a ‘150 Top Impact Company’
    Mana Products, Meiyume and RPG Form The Vertical Beauty Alliance
    Happi

    Latest Breaking News From Happi

    A Surge in Interest for Supplements & Vitamins
    What You're Reading on Happi.com
    Amyris Named a Top Social & Environmental Impact Company
    Ink World

    Latest Breaking News From Ink World

    dar-tech, inc. Becomes U.S. Midwestern Distributor for ZS Interpolymer
    Techkon USA, Konica Minolta Partner
    Alon Bar-Shany Appointed Chairman of Highcon Board
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Exhibitor registration opens for virtual.drupa
    FTA planning in-person Forum & INFOFLEX
    Fortis Solutions Group achieves SGP certification
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Shemesh Adds U.S. Headquarters
    TZMO USA, Special Needs Group Form Partnership
    BAHP Announces 2021 Officers, Board of Directors
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Rapid Recovery Protocol Can Lead to Increased Range of Motion After TKA
    Boston Scientific Releases WaveWriter Alpha Spinal Cord Stimulators in U.S.
    New Chief Clinical Officer on Board at IncludeHealth
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Roadsimple Modernizes Warehouse Ops with Zebra Technologies
    Toppan Announces 2050 Environmental Vision
    SOI Industry Consortium Joins SEMI as Strategic Association Partner

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login