Bath and Shower

Many bath and shower products are seen as an essential part of the daily hygiene routines of the local population with bar soap in particular being a relatively mature category. As such, growth in part is linked to population growth. Therefore, sales…

Retail value sales of bath and shower products recorded solid growth in value terms in 2023. This growth was largely driven by inflationary pressures, however, as volume sales declined. According to Stats NZ, the cost of living for an average…

In 2023, sales of bath and shower products in Japan remained higher than pre-pandemic (2019), thanks to the significant bump to sales seen in 2020, but the sales decline that began in 2021 continued. Liquid soap and hand sanitisers saw giant leaps in…

In 2023, many categories within the bath and shower product area witnessed stagnant or moderately declining volume sales in Finland. This trend reflects consumers' immediate inclination towards cost-saving measures when faced with economic…

The impact of inflation and the cost of living crisis triggered volume decline in almost all bath and shower categories in Colombia in 2023. Bar soap recovered share in comparison to liquid soap due to its more accessible prices and value-added…

Bath and shower exhibited robust growth in 2023, primarily driven by price escalations as volumes lagged due to consumer retrenchment amidst inflationary pressures and premiumisation. Categories such as liquid soap, considered household staples,…

In 2023, retail price inflation had a strong impact on bath and shower in Belgium. Volume sales buckled amid weaker demand as consumers faced higher energy and heating costs, with many choosing to shower less frequently. In key categories such as…

In 2023, bath and shower in Argentina registered an overall decline in retail volume sales, with the triple-digit growth in retail value driven by price increases. With the threat of COVID-19 significantly reduced, the demand for hand sanitisers…

Brazil, known for its tropical climate, has a cultural tradition of daily bathing, often multiple times a day, depending on the intensity of the heat. The successful acceptance of new fragrances in the Brazilian market, especially those focused on…

Volume growth in bath and shower is slowing down in India, due to the already high penetration of the dominant category, bar soap. Brands are focusing on ingredient-led launches to develop and expand their premium bar soap portfolios in a bid to…

After a year of volume statis in 2021, in 2022 bath and shower was expected to see growth. However, the year was overshadowed by COVID-19 restrictions, which lasted almost half of the year, therefore sales of bath and shower products in Germany…

Bar soap still remains the best-selling product in bath and shower in Mexico, but the convenience offered by liquid formats is becoming increasingly attractive to Mexicans. While liquid soap was already gaining ground over bar soap, the growing…

Sales of hand sanitisers plunged in both value and volume terms in 2022 as most Cameroonians now consider them unnecessary or of low priority post pandemic. The prices of hand sanitisers surged as leading players cut down production in response to…

Overall, in 2022, bath and shower saw a drop in retail volume sales and slow growth in retail current value sales, underpinned by higher prices. However, performances varied strongly from category to category. Having seen exponential growth in 2020,…

In 2022, hand sanitisers recorded a significant decline, with sales returning to near pre-pandemic levels. For almost two years, this product was in high demand by Tunisians and widely available, including in modern and traditional grocery retailers.…

2022 saw bath and shower benefit from improvements that have been seen in the personal hygiene habits of large numbers of Moroccans since the early days of the COVID-19 pandemic. Growing frequency of usage as consumers have sought to maintain…