Return of the soap bar

Traditional soap block sales increase in the fight against plastic

Soap bars are making a comeback as consumers consciously move away from plastic bottled soaps and shower gels. In new data revealed by Kantar Worldwide sales of soap bars increased by nearly 3 per cent.

The data shows Britains soap bar expenditure rose to £68.3 million, up by 2.9 per cent from £66.4 million in the previous year. (Data taken September 2017 to September 2018).

Consumers are becoming plastic aware and are making changes to their household products – switching to more eco-friendly alternatives.

Soap decline

Many brands used leading Hollywood actresses in the product advertising. Screen starlets such as Marilyn Monroe, Audrey Hepburn and Elizabeth Taylor regularly lathered themselves up with a bar of soap. This led to soap bars being considered as a luxury.

With time came change as more households began using soap bars. However, at the same time people began to highlight that many contained ingredients that tended to dry out skin, by not replacing the skin’s natural oils. Something we’re certain Marilyn Monroe didn’t complain of.

In addition, many people believed that after several uses, a bar of soap contained harmful bacteria itself. This theory has been dispelled by multiple scientists over the years.

As a result, in the 90’s liquid soaps and shower gels became popular. The use of plastic bottles for soap, shower gel, shampoo and other bathroom products grew.

The soap revolution

Today, many high street and luxury brands are producing soap brands that contain beneficial ingredients while also being kind to nature and the environment. More importantly, they’re plastic-free and are commonly wrapped in recyclable paper or cardboard.

One high street brand Lush, has taken the removal of packaging a step further by also producing hair shampoo and conditioner in a block / bar format. While many consumers are also making their own soaps at home thanks to online recipes.