First they don't buy cars. Then they don't buy houses. And then they don't pay for music or television. But bars of soap? From CBS News.
When it comes to how Americans use soap, it’s fair to say millennials are making a clean sweep of it.
Americans between 18 to 24 are largely snubbing the old-fashioned bar of soap, leading to sales declines for the likes of Ivory’s iconic 125-year old bar and its bar soap rivals, according to new data from consumer research firm Mintel. Consumers who still buy bar soap, it turns out, have something in common: they tend to be over 60 years old and are men.
It’s not as if Americans are less clean. Sales of soap, bath and shower products are on the rise, with overall market growth of 2.7 percent last year, Mintel found. Sales of bar soaps, though, slipped 2.2 percent from 2014 to 2015 as younger consumers and women snubbed the traditional bar in favor of liquid soap. So what’s driving the generational shift? Millennials believe bar soaps are covered in germs after they are used.