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 Egypt

Jul 2020

In 2019 bath and shower witnessed good volume growth due to relative price stability. This was driven by the price war arising from the high level of competition between numerous products available. Meanwhile, body wash/shower gel saw strong growth ...

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Bath and Shower in North Macedonia

Jul 2020

Bath and shower has historically been one of the most dynamic areas of beauty and personal care in North Macedonia, enjoying continuous innovation and frequent new launches. 2019 saw a somewhat subdued performance from most products within bath and ...

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Bath and Shower in Norway

Jul 2020

Health and wellness trends were also notable in bath and shower in 2019. There was a strong focus on products containing natural ingredients and those promoted as being free from parabens, preservatives, and allergens, and this trend continued to ...

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Bath and Shower in the Philippines

Jul 2020

Bath and shower continued to be driven by a rise in unit prices rather than a significant increase in demand, particularly for the largest categories of bar soap and body power, which experienced ongoing maturity in 2019. Demand for bar soap is ...

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Bath and Shower in Ukraine

Jul 2020

In 2019, growing consumer confidence benefited the industry, as consumers felt comfortable investing more in bath and shower goods. Shower gel and liquid soap were the most popular product formats throughout the year, benefiting from their fast and ...

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Bath and Shower in Denmark

Jun 2020

After several years of current value sales decline, bath and shower bounced back in 2019, although registering only slight growth. What sale growth the category recorded in 2019 was attributable in large part to the performance of intimate hygiene, ...

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Bath and Shower in Indonesia

Jun 2020

Natural ingredients were increasingly sought in bath and shower at the end of the review period, particularly among high-income consumers. People became increasingly aware about the potential health risk of chemical ingredients over the long-term. ...

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Bath and Shower in Turkey

Jun 2020

In 2019, Turkish consumers continued to pay greater attention to their personal hygiene and increase their demand for bath and shower products. Consumers in urban areas were more likely to appreciate the importance of frequent washing and exuding a ...

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Bath and Shower in Saudi Arabia

Jun 2020

Traditionally, sales of bath and shower in Saudi Arabia have been supported by the intense focus on personal hygiene that prevails among the country’s population. This is linked partially to the culture of cleanliness which prevails among Arab ...

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Bath and Shower in Japan

Jun 2020

Foam-type products continued to attract consumers in 2019, with these being perceived as more convenient to use while also having a more luxurious feel. Foam products often come in a bottle with a special pump, which lathers up the liquid inside when...

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Bath and Shower in Thailand

Jun 2020

Thailand’s urban dwellers are becoming increasingly aware of the dangers that air pollution poses to their health. In particular, people are concerned about the effects of air pollution on their skin health. With anti-pollution ingredients having ...

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Bath and Shower in the United Arab Emirates

Jun 2020

One of the most notable trends in the marketing of bath and shower during 2019 was that many products focused on more feminine and sensual packaging to present a more indulgent and premium image. In addition, many of these products also made use of ...

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Bath and Shower in India

Jun 2020

Consumers in India continued to embrace healthy lifestyles in 2019, which led to growing demand for natural and herbal bath and shower products. Consumers notably embraced herbal soaps in 2019 due to rising awareness of the potential ill effects of ...

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Bath and Shower in Italy

Jun 2020

Bath and shower recorded positive, if marginally slower, retail current value growth in 2019, compared with 2018, as consumers tried to maintain high standards of hygiene. The hot and dry summer in 2019 benefited body wash/shower gel and bath ...

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Bath and Shower in Australia

Jun 2020

Bar soaps became increasingly prominent on supermarket shelves at the end of the review period. This trend was supported by increasing consumer concern about the impact of plastic waste on the environment, which encouraged consumers to look for more ...

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Bath and Shower in Ireland

Jun 2020

In 2019, Irish consumers continued to focus on organic ingredients and gentle formulas within bath and shower. Strong interest in products with Irish-sourced ingredients was a key factor that drove growth, with brands such as Seavite and Green Angel ...

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Bath and Shower in Bosnia and Herzegovina

Jun 2020

Bath and shower performed well in 2019 in the context of the review period, with most areas outperforming the average rate of retail value growth for bath and shower. Liquid soap recorded the strongest retail value growth as consumers continued to ...

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Bath and Shower in Belgium

Jun 2020

Bath and shower is a highly mature category and, despite innovation and premiumisation, retail value sales were static in 2019. The already high penetration of products such as shower gel made it difficult, especially for mass players, to appeal to ...

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Bath and Shower in the United Kingdom

Jun 2020

In line with the shift towards new premium attributes, consumption is becoming more purposeful, with consumers wanting to feel a greater emotional connection with the brand. Heritage brands are increasingly seen as outdated, and new storytelling ...

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Bath and Shower in Singapore

Jun 2020

Natural- and floral-themed ingredients and scents are key highlights in body wash/shower gel marketing and packaging. Leading brands such as Dove and Bioré push claims such as “Fresh Touch”, “Relaxing Lavender”, “Rose Pomegranate”, “Avocado ...

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