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Home arrow Market Research Findings arrow Home/Garden arrow Liquid soap across Europe
Liquid soap across Europe PDF Print E-mail
Written by BMRB   
23 May 2006

The proportion of adults using liquid soap across the four TGI Europa countries has risen from 62% in 2002 to 71% today. The main shift has been amongst the most frequent users (at least two/three times a day) who have gone from 47% of adults to 57% across the, almost 200million, combined population of the four countries.

Most likely users are those in Britain where liquid soap has a 74% penetration. France has the lowest penetration – but it is still as high as 69%.

 Britain however is by far and away the least ‘loyal’ to liquid soap – only 13% of adults using it to the exclusion of bars. In France the equivalent figure is 21% while in Germany and Spain it is 38% and 41% respectively. The reverse, i.e. use of bar but not liquid soap, is approximately one quarter in each of the four populations.

At brand level Dove and Palmolive are the only ‘name’ brands that make it into the top five across all four territories. Others include those that are very much more localised and, in some cases, very long established.

http://www.bmrb.co.uk/

Last Updated ( 23 May 2006 )
 
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