Tuesday, April 17th, 2012 - Roy Morgan Research
While Shower Gels and Body Washes have long been popular among women, the proportion of Australian men using these products has steadily increased in recent years –  growing from 36% in 2008 to 42% in Dec 2011.
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.”

The latest detailed Roy Morgan Shower Gel/Body Wash User profiles :– brands include Dove, Cussons, Johnsons, Imperial Leather, Palmolive, Radox and many more. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company.

Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.

Vaishali Nagaratnam
P: 0392245309
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