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Key Words: Three in five millennials think bar soap is gross: research firm

Procter & Gamble Heritage Center

Soap sales are in decline, and millennials are getting the blame:

‘[A]lmost half (48%) of all U.S. consumers believe bar soaps are covered in germs after use, a feeling that is particularly strong among consumers aged 18-24 (60%), as opposed to just 31% of older consumers aged 65+.’

Mintel

The consumer-research firm Mintel says it found that bar-soap sales in the U.S. declined 2.2% from 2014 to 2015 against an overall sales increase of 2.7% in the broader bath-and-shower category. Further, according to Mintel, the percentage of households using bar soap dropped five percentage points between 2010 and 2015]from 89% to 84%.

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