Praising the bar – the rise of Bar Soap

Posted 21st July 2021

Bar Soaps with natural ingredients on a marble background

2020 was truly a year like no other. The COVID-19 pandemic changed the way we live, work and communicate with our family, friends and colleagues.

The crucial role hand-hygiene plays in fighting and preventing the spread of the virus was also brought into sharp focus. This is demonstrated by Mintel’s most recent 2021 SBS report which states the Soap, Bath and Shower market in the UK is showing record breaking growth – up 32% to £840 million, with the soap market alone now valued at £392 million.

The effects of COVID-19

The COVID-19 pandemic has played a significant role in this increase with 65% of UK consumers stating that they are washing their hands more often, and 50% stating they have also used bar soap in the last 6 months.

As hand washing has increased over the last year, there is a growing demand for products which not only cleanse but also soothe and moisturise. Sanitisers with high alcohol content can strip skin of its protective barrier causing dryness and irritation. This has presented opportunities for more moisturising and microbiome-friendly bar soaps to enter the market.

Good for your skin and the planet

As concerns grow around consumption of plastic and the environmental impact on the products they use, consumers are also looking for more sustainable and environmentally friendly options. This is especially true for Gen Z consumers with 27% of young SBS buyers stating they would like to switch to more eco-friendly products. Bar soaps certainly tick all the boxes for today’s ethical consumer. They use less plastic, have a smaller carbon footprint, and gram for gram last longer than their liquid equivalents – which is an important concern for many consumers post-Covid.

Our talented NPD team create the most efficacious cleansing bars that can help you tap into this growing market. Click the link below to get in touch with the team today and see how we can help your next launch soar!

The COVID-19 pandemic has played a significant role in this increase with 65% of UK consumers stating that they are washing their hands more often, and 50% stating they have also used bar soap in the last 6 months.