article_snippet: Baths were also on the decline with more people opting for a quick shower over a long soak, according to a new report.
article_snippet: Shower washes were the most frequently purchased body cleansing product of 2014, as they were the previous year, with one in five taking less baths than they did a year ago.
article_snippet: Young men, aged 16-24, were the most likely to still choose a bath over a shower with a quarter claiming that a bath is Young men, aged 16-24 cleaning method of choice, compared to the national average of 19 per cent.
article_snippet: young men said young men are taking more baths compared to three years ago with a quarter of describing the bathroom as young men 'sanctuary.'
article_snippet: Prof Mitchell said the increasing use of baths by young men reflects the rise of male grooming and the metrosexual phenomenon. '
article_snippet: Young men can prove an important target for innovation in the soap, bath and shower sector, and could be encouraged into habits that Young men maintain as Young men age,' Ms Libby concluded.
article_snippet: The soap, bath and shower category experienced declining sales over the past two years, falling from £660 million in 2012 to an estimated £638 million in 2014.