Bubble bath doesn't bubble anymore

[OldEvilOwl]

Is it just me? bubble bath just doesn't seem to bubble anymore? I remember when I used to make a 'beard' on the kids and it was huge. I have tried all different types, resorted back to Matey which used to be good, but nothing like it used to be. Disappointing to be honest. What's going on?

I’ve found the same with washing up liquid recently, I even went back to buying expensive ones but they produce just as few bubbles.

Compared to when? If you mean the 1960s, that's easily understandable, as the powders used strong formulas very similar to the high-suds all-purpose household detergents of the time. However, even liquids and gels like Badedas at the time tended to be more concentrated and harsher. But even over the time since then, the trend has continued toward milder formulations, often at some sacrifice of suds volume and/or persistence. A product initially performs well, but then after some time out on the market brings in some usually rare complaints of skin and/or urogenital irritation, so they reformulate it and sacrifice some of that performance. Another factor is that as the population ages, the average user's skin becomes older and drier, so they reformulate soaps and similar products to recapture the client base they had when younger, oilier-skinned people were using it.