Bath and Shower

Market research on the bath and shower industry. Standardised and cross-comparable statistics including total market sizes, market share and brand share data, distribution and industry trends and sub-category reports.
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Country Report

Country Report

Bath and Shower in Algeria

May 2018

The bath and shower category is expected to continue to show ongoing development over the forecast period, due to growing awareness of hygiene amongst Algerian consumers and because bath and shower is used daily. Indeed, bath and shower will be ...

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Bath and Shower in the US

May 2018

Although the demand for natural products is limited to a subset of health-conscious consumers, some major players are incorporating the natural trend through the inclusion of particular ingredients. Plant-based, earth-sourced ingredients and ...

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Bath and Shower in Norway

May 2018

Similar to other beauty and personal care categories, products with natural ingredients and products with free-from claims developed strongly within bath and shower in 2017. Rising consumer interest and a high degree of media attention surrounding ...

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Bath and Shower in Finland

May 2018

Bath and shower is a mature area within beauty and personal care and intense competition further limits the growth potential in the forecast period. Although key competitors frequently offer small innovations and incremental changes in their ...

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Bath and Shower in Chile

May 2018

The best performances in 2017 were seen by intimate washes and body wash/shower gel. This was mainly due to high demand because of consumers’ growing concern about skin problems such as sensitive or rough skin. Consequently, Chileans were conscious ...

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Bath and Shower in Romania

May 2018

Body wash/shower gel continued to account for the highest share of value sales in bath and shower in 2017. This can be primarily attributed to increasing awareness about health and hygiene. Consumers are being exposed to ever more information about ...

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Bath and Shower in Estonia

May 2018

Estonian consumers are looking for bath and shower products that offer multiple benefits. Such products are mostly used on a daily basis and valued for less extensive routines and efficacy. For example, popularity of shower creams with cleansing and ...

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Bath and Shower in Malaysia

May 2018

The strengthening health and wellness trend in Malaysia led to a preference for bath and shower ranges incorporating natural ingredients to minimise exposure to excessive chemical components. Varieties such as May Diamond Dazzle Sea Salt Bar Soap, ...

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Bath and Shower in Georgia

May 2018

At the end of the 2000s, modern grocery retailers began significant activities, hoping to outperform traditional grocery retailers, which comprises mainly independent grocery retailers. By 2012, this process was fuelled by the appearance of an ...

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Bath and Shower in Slovakia

May 2018

The slowly rising purchasing power of Slovak consumers led to rising demand for premium brands and gender-specific products. However, consumers wanted to shop smart – they looked for bargains and made purchases particularly during price ...

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Bath and Shower in Kazakhstan

May 2018

In major cities such as Almaty and Astana, there is a trend towards healthy and active lifestyles. Therefore, a growing number of brands are appearing with positioning in areas such as active lifestyles, weight loss, anti-cellulite, and vitamins for ...

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Bath and Shower in Latvia

May 2018

Bath and shower products tend to be impulse buys in Latvia, often chosen randomly by consumers while doing their shopping. They are increasingly opting for liquid soap, mainly at the expense of bar soap. This can be attributed to the former’s ease of...

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Bath and Shower in Japan

May 2018

Skin hydration/moisturising continues to be a key focus, especially in body wash. Customers are more aware that the body dehydrates when taking a shower or a bath and recognise the importance of skin moisturising afterwards. This is also stressed by ...

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Bath and Shower in Ecuador

May 2018

Liquid soap is gaining in relevance among low- to mid-income consumers, as the category has an increasing offer of low-priced brands entering the main retailers. Traditionally a retail category, liquid soap has increased distribution among ...

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Bath and Shower in Sweden

May 2018

Growing interest in interior design has had a spill-over effect on demand for bath and shower products in Sweden. Indeed, as consumers continue to shift from apparel and footwear to interior design, travelling and restaurants, consumers are also ...

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Bath and Shower in Costa Rica

May 2018

As the increasing offer of imported brands continues to intensify competition within bath and shower in Costa Rica, a broader base of value for money products (including the ongoing expansion of Walmart’s private label line Equate) continued to ...

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Bath and Shower in Belarus

May 2018

In 2017, bath and shower continued to register healthy retail value growth. All categories registered positive growth. With awareness of personal hygiene increasing, bath and shower products were necessities. Intimate hygiene and talcum powder were ...

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Bath and Shower in Hong Kong, China

May 2018

In 2017, demand for bath and shower products remained strong in Hong Kong. As daily essentials, bath and shower demand is steady and sales are relatively immune to the impact from mainland Chinese shoppers. Body wash/shower gel registers the fastest ...

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Bath and Shower in the Czech Republic

May 2018

Body wash/shower gel witnessed strengthening competition from single-purpose products, as 2-in-1 brands were less in demand. Specifically, shampoos that target a specific type of hair (anti-dandruff properties) were more popular for use in the ...

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Bath and Shower in Serbia

May 2018

During the course of the review period, sales of intimate washes rose strongly in current value terms and this trend not only continued, but even intensified in 2017. Intimate washes was, in fact, the fastest-growing category within overall bath and ...

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