Euromonitor International publishes the world's most comprehensive market research on the bath and shower industry. Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and brand share data, distribution and industry trends and sub-category level information.​

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Country Report

Bath and Shower in Greece

Apr 2017

Several years of intense promotions have transformed bath and shower into a category defined largely by bargain hunting, in turn leaving manufacturers with little choice other than to pursue intense promotional campaigns in order to retain value ...

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Country Report

Bath and Shower in France

Apr 2017

2016 saw numerous new product launches in body wash/shower gel, the biggest category in bath and shower. Despite the fact that body wash/shower gel suffered from price wars in both mass grocery retailers and chemists/pharmacies, particularly ...

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Country Report

Bath and Shower in Uzbekistan

Apr 2017

Bath and shower benefited from people’s improving perception of the significance of sanitary/hygiene and personal care products, including bath and shower products, in 2016. The trend particularly applies to the younger generation, who show stronger ...

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Country Report

Bath and Shower in Georgia

Apr 2017

In 2016, fluctuations and devaluation of Georgian currency against US dollar and euro continued. This fact conditioned a lack of certainty amongst consumers in terms of purchases; as a result, more mature categories with long-term presence gained ...

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Country Report

Bath and Shower in Saudi Arabia

Apr 2017

Health and hygiene awareness continues to grow in Saudi Arabia, thanks to the continuous efforts of the government. As a result, many consumers are paying more attention to protecting themselves and their family members from bacteria and viruses. ...

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Country Report

Bath and Shower in Cameroon

Apr 2017

Bath and shower increased 6% in current value terms in 2016, to reach sales of XAF6.4 billion. While this could be attributed to population growth, there is an increasing shift from traditional bar soap to other formats such as body wash/shower gel. ...

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Country Report

Bath and Shower in Costa Rica

Apr 2017

As the maturity of more traditional bath and shower categories such as bar soap continues incentivising more generic strategies based on pricing and availability, the proliferation of more innovative products in body wash/shower gel continued setting...

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Country Report

Bath and Shower in Spain

Apr 2017

In 2016, bath and shower recorded marginal but positive current value growth. After seven years of declining sales, in 2016 the category finally saw some light at the end of the tunnel, with the recovery in average disposable incomes and rising ...

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Country Report

Bath and Shower in Finland

Apr 2017

Although several high impact new product launches took place in 2016, including Palmolive Gourmet by Colgate-Palmolive, average current unit prices grew only marginally-slightly across the category. In order to maintain company/brand shares, ...

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Country Report

Bath and Shower in Belgium

Apr 2017

The major trend which defined sales in bath and shower in Belgium during 2016 was the premiumisation of a certain number of products within the category. Indeed, whereas hygiene and hydration were previously the two main purchasing factors in the ...

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Country Report

Bath and Shower in Azerbaijan

Apr 2017

Bath and shower registered marginal volume growth in Azerbaijan during 2016. Generally speaking, Azerbaijani consumers continue to use mainly traditional bath and shower products, while sales in the category in 2016 were adversely affected by reduced...

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Country Report

Bath and Shower in Portugal

Apr 2017

Promotional campaigns continued to model consumption patterns in 2016 with players competing for sales through offers of additional product quantity, bundle packs or discounts that, in some cases, reach 50%. Due to the lower perceived added value, ...

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Country Report

Bath and Shower in Singapore

Apr 2017

With increasing awareness of skin health, consumers have become more concerned about sensitive and dry skin-related problems caused by external factors like pollution and stress. Hence, they are seeking derma-positioned products which are formulated ...

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Country Report

Bath and Shower in China

Apr 2017

Segmentation and personalisation in bath and shower are designed to satisfy individual needs based on gender; for example Old Spice Body Wash for men from Procter & Gamble (Guangzhou) and The Face Shop Perfumed Body Wash for women from LG Household &...

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Country Report

Bath and Shower in Turkey

Apr 2017

In 2016, bath and shower products saw 2% current value growth, largely stimulated the rise of modern lifestyles in the country as a result of rapid urbanisation, which requires people to pay greater attention to their personal hygiene. Private labels...

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Country Report

Bath and Shower in Peru

Apr 2017

In 2016, all categories within bath and shower registered current value growth except talcum powder, which declined constantly from 2012 onwards. In 2016, volume sales of talcum powder declined by 5% and value sales declined by 2%. This was due to ...

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Country Report

Bath and Shower in Argentina

Apr 2017

ANMAT (National Administration of Medicines, Food and Medical Technology) issued a resolution banning the use of antibacterial substances in liquid soaps, bar soaps, foams, gels and other toiletries designed for use with water and subsequent rinsing....

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Country Report

Bath and Shower in Austria

Apr 2017

A significant proportion of revenue in bath and shower is generated through promotions, which led to a high level of discounting. Although this strategy helps to increase impulse purchases and the footfall in retail outlets, it also suppresses value ...

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Country Report

Bath and Shower in Bulgaria

Apr 2017

2016 was a year rich in new product launches in bath and shower, with most of the new products in the category characterised by innovation and a sharp focus on differentiation through delivery formats such as bath foam and oil sprays as well as ...

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Country Report

Bath and Shower in Canada

Apr 2017

The category’s current value growth of 1% in 2016 was slightly weaker than the review period average. This was a result of the growth of bath additives and body wash/shower gel being offset by declines in bar soap, intimate washes and talcum powder....

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