A negative perception of bar soap is one of the reasons market intelligence agency Mintel cites for declining sales and use.
Despite a study that shows its unlikely even a germ-covered bar of soap could transfer harmful bacteria, nearly half of U.S. consumers think it's possible.
According to Mintel research, 48 percent of U.S. consumers think bar soap is full of germs after it's used. Sixty percent of 18- to 24-year-olds think that way. Older generations seem to be more accustomed to bar soap, with only 31 percent of people 65 and older saying bars are covered in germs after use.
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