Data from Roy Morgan Single Source shows that the category continues to grow, as just over half (51%) of the population use Shower Gels or Body Washes. This is an increase from 47% in 2008.
The majority of women (61%) use Shower Gels or Body Washes, this is up from 58% in 2008.
Users of Shower Gels/Body Washes
Source: Roy Morgan Single Source (Australia), October 2007 – December 2011. Base: Australian Population (14+), Average sample per 12 months, n = 19,122.
Among women who use Shower Gels and Body Washes, 22% choose Palmolive, or from the Palmolive range of products. This makes Palmolive the clear leader in this market – ahead of Dove, the next favourite at 10%, and then there are many other brands that attract their own users.
Although similar numbers use each, Lynx and Palmolive attract very different kinds of men.
Most Popular Brands among Shower Gel/Body Wash Users
Source: Roy Morgan Single Source (Australia), January 2011 – December 2011. Base: Current Users of Shower Gels/Body Washes and Mentioned Brand Used Most Often (aged 14+) [Men] n = 2,519; [Women] n = 5,301.
Further investigation of the data reveals rich insights into the profiles, attitudes and activities of different brand users. For example, looking at the top two brands of choice among male shower gel/body wash users shows that a higher proportion of Lynx users are aged between 14-24 years old. This age group are more inclined to participate in competitions run via various media channels such as radio and TV, whereas the Palmolive male user tends to attract a slightly older demographic, and are more likely to find TV advertising more entertaining than the programs themselves (compared to the average male product category user).
Norman Morris, Industry Communications Director at Roy Morgan Research, says:
“Roy Morgan data allows marketers in growing categories such as Shower Gels/Body Washes, especially among the male population, an opportunity to understand the unique differences in attitudes and profiles of brand users to help reach their target market effectively.
“The increased popularity of Lynx among a younger demographic now has the brand ranked alongside Palmolive as one of the leading brands in this growing market among males.
“This is one of the benefits of having such a youthful target market as it presents a number of alternative marketing opportunities, given their skews towards certain media and advertising outlets, particularly social media – all of which are captured by Roy Morgan Research.
“Regardless of the demographic, any increase in the use of shower gels/body wash products among the Australian male population is sure to be well received from partners and colleagues alike.”
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