The soap and cleanser market is evolving as products become more efficient and personal tastes change. For example, higher-efficiency washing machines and dishwashers require less detergent. Major manufacturers such as Procter & Gamble and Unilever are producing pre-measured laundry soap capsules and selling less overall.
Meanwhile, consumers have become more price conscious. Many companies are discounting household products to boost sales volume. Nielsen reported that 33.7% of consumer-packaged goods, including cleaning products and soaps, were sold in discounted promotions in the year ending February 2014. A recent study by Bernstein Research found that Americans devote approximately 10.8% of their personal expenditures to packaged consumer goods, compared to 11.2% in 2000 and 13.7% in 1990.
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