We tend to focus on things Millennials ARE doing and buying rather than what they are not; however, the impact of what they’re not buying is just as significant. BuzzFeed compiled a list of twelve things Millennials are not buying, and fabric softener, cereal, and lottery tickets are just some of them. Bar soap ranks number six on the list even though category growth for soap, bath, and shower products saw an increase of 2.7% last year according to Mintel. The sale of bar soap, on the other hand, slipped 2.2% from 2014 to 2015.
Men and consumers over 60 years old still buy bar soap, but younger consumers and women prefer liquid soap. Sure, there’s the convenience factor to consider, but Americans between 18 to 24 also believe that after bar soaps are used they’re covered in germs.
Sometimes a glass-half-empty perspective on the world is equally as important as the glass-half-full view.
Head over to Racked for their love it or hate it poll on bar soap.
Photo: Kristina Balić via Unsplash