Marketing is everywhere. We are bombarded with different types of marketing from time to time. To differentiate your soap marketing strategy, you need to be specific in your marketing approach. Marketing is a rapidly changing landscape. This is a tough field and companies must have sufficient analysis to get their products to market to increase their sales. Practice smart soap marketing strategies to grab the attention of your target audience and you're good to go. So, let's look at some ways to market the soap and increase its sales. Build your own brand: If you are a soap brand and looking for ways to market your product, you should start by building your brand. Create a unique and consistent look for your product so people can easily recognize you. Once you become recognizable in the market, it becomes easier for you to implement your unique selling ideas. Target your products to a special market: Identifying the target market is very important to grow the business and increase its sales. Research who your potential customers are and what they are looking for. Different soaps meet people's different needs. Some are beauty soaps, some are medicated, some are baby soaps, some are moisturizing soaps and many more. A photo marketing in social media: You can use social media marketing to market your product. According to Facebook, photos and images are more engaging than text ads. You can take HD photos of your soaps and share them on your social networks. You can focus more on using image-based platforms like Pinterest and Instagram to market your soaps. You can also use different soap molds and colors to make your soap attractive. For example, a heart-shaped soap for Valentine's Day, or a snowman for winter, etc.
Bath soap market
The global bath soap market is driven by the growing global population. Bath soap is considered a staple. Bath soaps, which fall under the category of personal care products, were used thousands of years ago. In recent years, the use of bath soaps has declined in some countries due to the availability of alternatives, but they remain the most popular cleaning product in the world. The industry is particularly aided by the large millennial population, which is an important industry driver for the entire consumer sector. Millennials make up almost 30% of the total population and are the largest demographic group in the world. India has the largest millennial population, accounting for around 34% of the country's population and a large portion of the workforce. Rising disposable incomes, especially in emerging countries such as China and India, resulting in changing lifestyles and rising standards of living, are helping the bath soap industry. The industry is driven by product diversification. Consumers are also looking for soaps with different scents and moisturizing abilities. As pollution levels rise, globally the industry is increasingly encouraged to grow as key players launch new products aimed at protecting the skin from pollutants. Increased consumer health awareness will further contribute to the growth of the industry. Aggressive marketing campaigns from major manufacturers along with celebrity endorsements drive the industry forward. However, the growth of the industry may be hampered by the increasing availability of alternatives such as shower gels and bath powders, among others.
Bar soap market
The production of bar soaps is one of the oldest active sectors of the FMCG (fast-Moving Consumer Goods) industry. Bar soap is mostly chosen over alternatives because of its long-lasting quality, ability to moisturize hands, and gentleness to skin. Additionally, the use of bar soaps has increased due to the reduction in the amount of chemicals. Rising awareness of maintaining good hygiene to help prevent the spread of germs and diseases across the globe is a key driver for the market growth during the considered period. The increase in the use of bar soap mainly by people who work in hazardous areas such as factories, mines and construction is increasing the consumption of the product. However, the availability of alternative products that can be used in place of bar soap, such as wet wipes and liquid soap, is hindering the growth of the industry. Leading players operating in the Global Bar Soap Market are:
- USA Organic (The U.S),
- Dr Woods (The U.S),
- Nubian Heritage (The U.S),
- Dove (The U.S),
- Unilever (UK),
- Beaumont Products (The U.S),
- Johnson and Johnson (The U.S),
- Procter and Gamble (The U.S),
- Clinique (The U.S), and
- Mrs Meyer's (The U.S).
Soap market analysis
The global soap market size was USD 34.09 Billion in 2019 and is projected to reach USD 55.29 Billion by 2027, growing at a CAGR of 5.0% during the forecast period. The soap and bath products industry consists of establishments primarily engaged in manufacturing, distributing and retailing soap and other bath products (such as shower gels, bath salts, bubble baths, bath oils, etc.). Industrial consumers generally focus on the scent and moisturizing capabilities of the product they are considering purchasing. These characteristics are generally declared as the most influential for potential consumers. In recent times, consumers have started to be more aware of the ingredients in soaps and bath products. Due to this awareness, they demand products that contain natural and organic ingredients. The market for traditional bar soaps is considered mature, while the market for newer bath products and natural and antibacterial soaps has significant growth potential. Traditional soap and bath companies are struggling to meet the needs of this new type of consumer. Soap and bath product retailers that previously resided in niche markets are rapidly moving to the forefront of the soap and bath product industry. Competition in this industry exists between various well-known companies that have been manufacturing soaps and bath products for long periods of time and newer companies that have become increasingly popular with consumers. Demand in the soap and bath products industry is generally driven by changes in the age composition of the general population as well as consumer income. Additionally, the soap and bath products industry creates products for the aging process as well as products specifically for children.
Liquid soap market
Liquid soap is a type of soap in liquid form commonly used in homes, hotels, and restaurants as soap dispensed from a bottle or bar. Basically, they are used in two commercial categories, namely restaurants, hotels, institutions, and quick service and residential restaurants. The main reason for the growth of these categories is the growing awareness of the many benefits associated with a healthy lifestyle. Additionally, consumers across the globe have become more clean-conscious, which is driving the growth of the liquid soap market. Rising number of educational institutions, hospitals, and restaurants are also driving the growth of the liquid soap market. Various initiatives by governments and hospitals to maintain personal hygiene and easy availability of affordable products are driving the growth of the liquid soap market. The increase in the number of diseases is expected to provide many opportunities for manufacturers to develop their products to earn significant revenue in the coming years. Moreover, an increase in demand is generally observed in urban areas compared to rural areas, which leads to opportunities for manufacturers to develop their products for diversification so that products can reach all sectors. The existence of a wide variety of products is one of the growth factors of this liquid soap market. Additionally, the growing preference for homemade and handmade soaps and the ease of manufacturing low-cost products are attracting many players to enter the liquid soap market. One of the major reasons driving the liquid soap market is the rapid urbanization in developing economies and the increasing use of luxury organic liquid soaps globally.
Hand soap market
Due to the high pH of soaps, consumer attention is directed towards products containing a low pH, such as liquid soap. As more and more brands enter the liquid soap market, the natural type is becoming increasingly popular. The fast and changing consumer demand has compelled manufacturers to come up with better products such as natural/organic liquid soaps. PMR found that currently manufacturers are focusing on the texture of liquid soaps, which come in a jelly form. Innovations are driven by convenience and profitability. Developing innovative formulations remains one of the top priorities for companies in this space. Companies are also focusing on developing liquid soaps that can be used as facial cleansers. The demand for natural/organic liquid soaps is growing rapidly, especially in urban areas around the world. Consumer habits have changed over the years with changing lifestyles. Growing awareness of personal health and hygiene and the benefits of natural products has drawn consumers' attention to natural/organic products. According to PMR, consumers around the world are ready to experiment with flavor options. The market for non-medicated liquid soaps (about 62% in 2020) is higher than that for medicated soaps, due to a greater variety of products available in terms of flavors. Lavender experiences the highest sales of liquid hand soap compared to its counterparts such as rose water, lemon, etc. Liquid body soaps are mainly flavored with lavender, aloe Vera, coconut and vanilla. Companies launch new products to appeal to different consumer tastes and preferences. Specialty flavors, especially herbal or natural flavors, are in higher demand than regular flavored liquid soaps.
Soap market strategy
Due to the relatively low start-up costs and expertise required to start a soap business, it is important to have unique and compelling marketing strategies to reach new customers and differentiate your business from your competitors. Herbal or natural products have a niche market, so it's important to focus on your target audience and develop marketing strategies to reach them. Partner with a local restaurant, office park, or other facility to put your herbal soaps down your toilet. Target the organizations most likely to reach your target market. For example, customers who visit a restaurant that specializes in organic, raw, or natural foods may be more inclined toward plant-based soap. Or office parks that have green or eco-friendly businesses are more likely to have employees who buy local plant-based soaps. Use social media marketing to promote your soaps. According to Facebook, photo albums and images are 180% and 120% more engaged than text ads, respectively. Take high quality photos of your soaps to share with others via social media. Use image-based social networks like Pinterest or Instagram to promote your soaps. Use unique soap shapes and colors during the holiday season and snap photos of these seasonal soaps to share via social media. For example, a soap in the shape of a snowman for winter or a rabbit for spring.
Soap market segmentation
Soap is an essential product in every household as it is used for various purposes including personal care, dishwashing, washing, etc. Different types of soap are used for different applications because the chemical composition varies depending on the end user. However, the soap market is subject to a dynamic environment as market vendors have to make continuous changes in the production cycle based on changing consumer preferences. Such fluctuating priorities creates a challenge for manufacturers to meet market demand and puts pressure on manufacturers. Soap plays an important role in our daily life to maintain hygiene. With various applications and specifications, market players are anticipating a dynamic environment in their market to meet consumer demand. Soap market is analyzed due to its market segments and market sub-segments which include physical form, end user, application, distribution channel. Based on physical form, the market is categorized into bars, cakes, molded forms, liquid, powder, etc. On the basis of end user, the market is segmented into babies, girls and boys. Based on application, the market is categorized into residential, commercial, and industrial. The residential sector is divided into household, personal care, dishwashing, laundry, etc. The commercial sector is divided into hotels, hospitals, public toilets and others. Based on the distribution channel, the market is classified into online and offline. The offline segment is divided into supermarkets/hypermarkets, independent retailers, specialty retailers and convenience stores. Based on geography, the market is segmented into North America, Latin America, Europe, Asia-Pacific, Middle East and Africa.