In 2020, bath and shower saw a better performance than in the previous year in both retail volume and current value terms. It also saw a better performance than all other beauty and personal care categories.
Lower volume production was seen for local brands due to the lockdown and the absence of public transport in several Algerian cities. Although local brands therefore experienced some shortages, the availability of imported brands was also affected, due to the disturbances in port clearance caused by the COVID-19 crisis.
Unilever Algérie retained the leading position in bath and shower in value terms in 2020. It has a broad portfolio of well-established brands, such as Dove, Monsavon and Lux.
Bath and shower is expected to maintain solid retail volume and current value growth in 2021 and beyond, with the continued rise in the population set to drive sales. Many of these products are considered necessities for consumers looking to lead healthy and hygienic lifestyles, which has become more important in light of the global pandemic.
Bath and shower is expected to see a slower retail volume CAGR over the forecast period in comparison with the review period, due to increasing maturity. In addition, consumers are likely to seek lower prices as the poor economic conditions and the fall in international oil prices reduce disposable incomes and prevent consumers from trading up.
Nevertheless, body wash/shower gel is expected to see the fastest growth in the forecast period, sustained by its low base, new product innovation and demand amongst young urban dwellers with busy lifestyles. The category, which was performing well before the pandemic, has not yet reached maturity and is likely to enjoy increasing popularity amongst Algerian consumers.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Algeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bath and Shower research and analysis database.
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