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KEY FIGURES FOR THE SOAP INDUSTRY IN FRANCE
Handmade soap has been making a strong comeback over the last three years.
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As a replacement for shower gel or shampoo, and sold in bars, by the slice or in bulk, it has rapidly won back the hearts of the French.
With the rise of organic and natural products, soap has rapidly gained market share in the hygiene and beauty products industry.
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As well as the giants of the sector, new SMEs have started to launch their products.
151.1 MILLION EUROS IN SALES
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Liquid soaps remain by far the fastest-growing products in the hygiene and well-being market.
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On 2 January 2022, they accounted for the largest share of the market, with sales of €151.1 million. According to Emergen Research, the global soap market was worth almost USD 36.61 billion in 2021, with a CAGR of 5.8% over the period 2022-2027. Organic soap is also growing, with a forecast TAC of 7.2% over the same period.
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Europe is the biggest market for this segment. Consumers in Europe are more concerned about their health and hygiene, which is boosting demand for organic soaps.
Sources : LSA, Look Travels, Mordor Intelligence
850 TONNES OF SOAP PRODUCED PER YEAR
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Almost 850,000 tonnes of soap are produced every year in Europe. France is the 3rd largest producer, behind the UK and Germany. Between them, they account for over 90% of the European market.
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Europe-wide, soap consumption is valued at nearly 890 million dollars.
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In addition to traditional soaps, liquid soaps are growing in popularity. 71% of French people use liquid soap every day, while 45% use solid soap. In fact, 36% of them claim to be using it more regularly since 2020.
Source : Etudes et Analyses
7.5% OF FRENCH PEOPLE BUY SOLID COSMETICS
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According to Kantar, 7.5% of French people would have bought solid cosmetics at least once a year in 2021. This compares with just 1% in 2019. Between November 2021 and October 2022, sales of solid cosmetics will total almost 85.5 million euros.
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Soap accounts for more than 83.4% of the market share, while solid hair products represent 13% and facial products 2.1%. Excluding soaps, the market is driven by hair products. This is because the other categories (bath/shower, deodorant, shaving) do not yet have a strong presence in supermarkets.
Source : Premium Beauty
32% OF FRENCH PEOPLE HAVE CUT THEIR BUDGET FOR HYGIENE AND BEAUTY PRODUCTS
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In 2022, French consumers relatively limited their spending on hygiene and beauty products due to a lack of budget. According to figures shared by Idealo, bath products were the best-selling products in the first four months of the year, with a 7% increase. The same applies to feminine hygiene products. Dental care (4%) and hair care products (3%) also recorded a slight increase.
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According to the results of the study carried out by Ipsos for the E. Leclerc Observatoire des Nouvelles Consommations in 2022, 32% have reduced their budget for hygiene and beauty products. 28% are skipping out on everyday skincare products, while 1 in 6 would no longer use some essential hygiene products.
20% OF THE MOST MODEST HOUSEHOLDS HAVE GIVEN UP SOAP
Again according to the study carried out by Ipsos for the E. Leclerc Observatoire des Nouvelles Consommations in 2022, 11% of French people would have had to give up soap.
Precariousness mainly affects the most modest households, with 14% having given up deodorant, 13% shampoo and 12% toothpaste. Among the under-35s, 19% no longer use toothpaste, towels, and tampons, while 18% no longer use soap.
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Among households with an annual income of less than €15,000, 27% no longer use shampoo. 24% no longer use deodorant, while 20% have decided to stop using soap.
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Source : Midi Libre
E-COMMERCE GAINS +1.6% MARKET SHARE
According to Kantar, the hygiene and beauty products market will reach €10.3 billion in 2020, with a stable volume of 0.6%.
Spending by the French, meanwhile, has declined. E-commerce stood out, gaining 1.6% of market share by volume in 2020. This applies to all channels combined.
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Unsurprisingly, pure players such as Aroma Zone and marketplaces such as Amazon remain on the podium, with more than 660,000 registered buyers over the period. Solid cosmetics continue to win over consumers, and by 2020 alone, a quarter of French consumers will have bought them.
Source : BFMTV
SUPERMARKET CHAINS ACCOUNT FOR 21.9% OF SUPERMARKET SALES
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France is a leading producer of soaps and shower gels. It is Europe's second-largest producer, thanks to the many small and medium-sized businesses and large specialist groups located throughout the country. Soaps and shower gels also make a major contribution to supermarket sales.
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Private labels accounted for 21.9% of supermarket sales in 2022. This is considerably more than leading brands such as Le Petit Marseillais, which has almost 18.2% of the supermarket market. It's also worth noting that players in the soap and shower gel market regularly renew their product ranges to meet the increasingly demanding expectations of the French.
Source : Made In FR
AN OVERALL INVESTMENT OF €120,000 TO SET UP A FRANCHISE
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When it comes to soap, Marseille soap is obviously a benchmark in the sector. With more than 700 products, the company offers a very extensive catalogue, including hard soaps, liquid soaps, and more.
With sales of over €6.5 million, Marseille Soap offers its franchisees a gross margin of 63%.
To join the network, a personal contribution of €40,000 and an entry fee of €14,000 are required. With an overall investment of €120,000, it is possible to generate a forecast turnover of €320,000 after two years in business.
Source : Observatoire de la Franchise