Dove Soars in the Non-Deo Bar Soap Segment

As well as Dove sells in body wash, it’s even more dominant in non-deo bar soaps. According to Circana, the Unilever brand holds
nearly 65% of the market. Overall, non-deo bar soap sales rose more than 13%. Here are the top 10 brands.

Product Category

Dollar Sales

Unit Sales

Price per Unit

Current

% Change vs YA

Current

% Change
vs YA

Current

Change
vs YA

Dove

$789,727,242

12.6%

114,686,171

-1.3%

$6.89

14.1%

Olay

$54,330,827

19.3%

7,747,282

5.1%

$7.01

13.4%

Caress

$49,551,251

-2.6%

8,034,139

-18.0%

$6.17

18.9%

Dr Squatch

$46,956,375

799.6%

7,942,693

819.5%

$5.91

-2.2%

Ivory

$35,991,509

8.3%

10,246,479

-7.4%

$3.51

17.0%

Cetaphil

$21,598,744

-3.5%

2,148,654

-19.3%

$10.05

19.7%

Shea Moisture

$20,557,578

-1.3%

4,041,809

-9.6%

$5.09

9.2%

Dr Bronners

$18,424,100

25.6%

4,308,539

17.2%

$4.28

7.1%

Zest

$18,264,326

12.3%

5,480,371

-17.3%

$3.33

35.7%

Duke Cannon

$16,774,983

74.4%

2,072,950

57.2%

$8.09

11.0%

Non-Deodorant Bar Soap

$1,215,158,161

13.6%

209,720,635

-1.9%

$5.79

15.8%

Source: Circana OmniMarket Total Store View