8/23/2023 0 Comments Liquid soap definition![]() Two examples of these are Sarmance Loire Vineyards range of products using 30% vine/grape leaf water and Beyond the Remady line by from LG Household & Health Care containing 5 variants of moisturising, detoxing, skincare benefits etc. To offer a bit of differentiation, some brands are tapping into the emerging trend of using plant/tree waters in skincare in order to provide even more healthy and moisturising benefits and naturalness. Moisturising claims are most active in liquid soap and shower products and as mentioned hydration is the most common claim used after cleansing. Image Credit: Conscious Skincare Moisturing claims in liquid soaps In addition to this 7% of new product launches within the liquid soap market featured a vegan marketing claim on packaging (Mintel, 2016). Mintel outlines that ingredients derived from superfoods, probiotics and vitamins will be driving new product development with bath and shower products. These healthy and clean lifestyle changes will continue to have an impact on the ingredients and marketing claims used within the personal care sector. In recent years, consumers have become more interested in leading a healthier lifestyle, making more informed and conscious purchasing decisions. This is one of the key reasons for its popularity As seen with shower gels and body wash formulations, liquid soap tends to create more convenience in terms of quick application with a richer lather than traditional bar soaps.Unlike bar soaps, a liquid soap never gets mushy.In 2018, just 2% of soap, bath and shower product launches in Europe were refill offers, according to Mintel report. Traditionally liquid soaps are packaged in this way but environmentally responsible manufacturers are responding by introducing refillable/multi-use containers or even alternatives to plastic. Environmental – consumers are demanding less plastic packaging - recyclable, refillable or concentrated options are appealing.As no one handles the soap in the same way as with a bar soap, there is very little chance of spreading germs. Liquid soaps are reducing the exchange of germs between users. Hygiene and health benefits are improved.Like bar soaps, liquid soap has its own distinct advantages, including: However, research conducted by Which? (2016) indicates that there is little to no difference between the cleaning properties of bar soap and liquid soap. Specifically, many 18 to 24 year olds are picking up liquid soap over the ‘old-fashioned’ bar soap as they perceive liquid soap to be more hygienic and anti-bacterial. Hygiene and HealthĪccording to a Mintel survey, over half of US consumers believed that bar soap harboured germs after use. There is also a focus on offering more natural ingredients in liquid soaps with some differentiation in terms of textures, scents, skin benefits and even eco or convenience packaging. However, with the personal care market getting more saturated, there are ways how manufacturers and brands can innovate to make the products more exciting with the emerging consumer driven trends.Ĭonsumers are generally looking for great cleansing properties in soap, shower and bath products and brands have continuously tried to offer great cleansing with added benefits, such as hydration leading the way. Liquid Soap has grown in popularity over time around the world. The natural space is becoming increasingly competitive as more brands enter the segment, including extensions from other markets. Globally, the largest market overall for liquid soaps is the USA worth $1.197bn followed by China, Germany and Japan. According to data experts from Mintel, the personal care market is valued at €5.76bn. Germany, France, the UK and Italy are key markers for liquid products. ![]() ![]() The shower and liquid soap market is dominating across Europe, followed by the liquid/gel hand category and estimated around €1,289bn. On our 2018 review, liquid soaps were the most active in Latin America (28%) and North America (26%) and steadily growing in Europe (16%), as more and more consumers are looking for more convenience associated with wellness and fitness trends in the upcoming years.
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