Soap is one of the most generic products that is used virtually by everyone in the world. And so, the target market for soap is very diverse with different people looking for different things in the soap they buy. Soap is a very personal item.
Some people look for a product that will cleanse their skin, while others look for a product that can moisturize.
Others look for a soap with a specific fragrance while some others may look for a soap that helps treat or handle a skin condition.
Then there are those who look for a natural soap product, that may also be made with organic materials or is even handmade.
And finally, there is the soap for objects like dishes and laundry which target the same consumer but where the factors affecting purchase decisions are entirely different than those for soap for personal use.
In this article, we will discuss the target market for soap and discuss what they look for in this generic yet very specific product.
Understanding the Target Market for Soap
One of the best ways to understand the target market for soap is to look at the different characteristics of soap that attracts people to one make or brand of soap Vs another.
Based on this, the target market for soap can be categorized into the following consumer segments:
- People who are looking for a soap that will cleanse their skin
- People who are looking for a soap that will moisturize their skin
- People who are looking for a soap with a specific fragrance
- People who are looking for a soap that helps treat a skin condition
- People who are looking for organic or natural soap
- People who are looking for soap as a luxury item
- People looking for soap as a gift
- People interested in handmade soaps
- People looking for soap for washing dishes and clothes
1. People who are looking for a soap that will cleanse their skin
The most common reason why people use soap is to cleanse their skins. This target market for soap looks for a practical product that will remove dirt, oil, and makeup from their skin.
They want a soap that will leave their skin feeling clean, refreshed, and free of any residue.
Some people may look for stronger soaps especially if they have sweated a lot or if they are in a location with a lot of dirt and pollution.
2. People who are looking for a soap that will moisturize their skin
This target market is looking for a soap that will not only cleanse their skin but also moisturize it.
They want a soap that will leave their skin feeling soft, smooth, and hydrated.
Many people suffer from dry skin and so this target market looks for a soap that will help relieve the symptoms of dry skin.
They may also look for a soap that contains ingredients that are known to be good for the skin such as aloe vera, glycerin, and jojoba oil.
3. People who are looking for a soap with a specific fragrance
Consumers in this segment of the target market for soap are very particular about the scent of their soap.
They may be looking for a soap that has a particular fragrance such as lavender, jasmine, or citrus.
Some people in this target market segment may also be looking for a soap that has a specific purpose such as an aromatherapy soap or a soap that is made with certain essential oils.
4. People who are looking for a soap that helps treat a skin condition
Many people have skin conditions like eczema, psoriasis, and acne. While they may be getting medical treatment where applicable, they will still want a soap that could help to improve their condition or help in alleviating the symptoms.
This target market for soap often looks for products that contain ingredients that could be helpful for their skin condition such as oatmeal, honey, turmeric, or tea tree oil.
Some people in this target market segment may also be looking for a soap that is gentle enough to use on their sensitive skin.
5. People who are looking for organic or natural soap
The number of people interested in buying organic products has been on the rise in recent years and is only expected to grow.
As more and more people become aware of the harmful effects of chemicals, they look for products that are made with natural ingredients.
This target market for soap looks for products that are made with organic ingredients and do not contain any synthetic fragrances, colors, or preservatives.
They look for soap made with more natural ingredients, which does not contain harsh chemicals and is gentle on their skins.
6. People who are looking for soap as a luxury item
Often, luxury is not just about the price tag. For many people, it is about the quality of the product and the experience of using it.
This target market for soap looks for products that are made with high-quality ingredients and have a luxurious feel to them.
They may be willing to pay more for a soap that contains rare or exotic ingredients, is made by an artisan, or comes in beautiful packaging.
Many people in this target market segment also look for soaps that are handmade and have a more personal touch to them.
For them, it is the feeling of having used a unique soap product that makes them feel better rather than any practical use of the soap.
7. People who are looking for soap as a gift
Because some soaps are seen as luxury items they can make excellent gifts.
It’s not uncommon to see fine soaps in gift baskets that also include other luxury items such as aromatic candles, essential oils, and body lotions.
This segment of the target market for soaps is different in the sense that they are buying the soap for someone else. And so, their purchase considerations are different.
They may be looking for a soap that is unique, has an interesting story behind it, or comes in beautiful packaging.
Or, they may simply be looking for a soap that smells nice and would make a good addition to a gift basket.
8. People interested in handmade soaps
The attraction of all things handmade has been on the rise in recent years.
People are interested in supporting small businesses and buying products that have a more personal touch to them.
Handmade soaps are also usually made with high-quality ingredients and attention to detail. They are often made exclusively from natural or organic materials and so are appealing to people who only buy eco-friendly products.
And so this target market for soap is willing to pay more for a soap that is made by artisans in small batches, with natural ingredients, and using traditional methods.
9. People looking for soap for washing dishes and clothes
Not all soaps that consumers buy are for personal hygiene. Most people also purchase soap to wash dishes or clothes.
This target market looks for soap that is effective at cleaning and does not leave any residue behind.
They may also be concerned about the environmental impact of the soap and so look for products that are eco-friendly and biodegradable.
Conclusion
Everyone uses soap in some form or another. And so the target market for soap is extremely wide and diverse. So to best understand this market we segment the market based on the characteristics of the soap that reflect buying habits of consumers.
In this article, we studied some of the main consumer segments of this market.
The most common reason why anyone buys soap is to cleanse their bodies. These people buy a soap that is practical and helps them stay clean.
People also buy soap to moisturize their skin or to help them deal with the symptoms of a skin condition. Such people often look for soaps that are organic or at least made from natural materials.
Soap can also be a luxury item. When made from rare or unique materials and when packaged as a luxury item, that is what it becomes. Luxury soaps can also make great gifts and are often combined with other similar products and made available through gift baskets.
Handmade soaps are attractive to people who want to know who made their soap and where. They may be interested in supporting a local business or like the fact that their soap is made using traditional methods.
And finally, some soaps are not for personal hygiene. These are for washing dishes and clothes.