Millennials are conscious of hygiene and staying clean, so it might be something of a surprise to hear that bars of soap aren't flying off the shelves anymore. The general trend in the whole 'baths and showers' industry is an upward one, with the market rising year on year. Within that industry, though, two percent fewer soap bars have been purchased every year since 2014. Mintel was once again sent out to conduct surveys to find why, and once again millennials proved to be the problem.
People responding to the survey were asked whether they believed bars of soap became dirty or contaminated with germs after a single-use. 70% of people over 65 said no, but 60% of those aged 18-24 said yes. They prefer liquid soap that comes from bottles, which is simply rinsed away after a shower. Now you think about it, bars of soap do seem kind of disgusting when you've had them for a while.