Executive Summary

Jun 2019
PROSPECTS
Bath and shower does not escape the economic crisis

Bath and shower registered its third consecutive contraction in retail volume terms in 2018. Its performance at the beginning of the year was promising, with a reversal of the declines seen in recent years; however, the mid-year economic crisis, a result of the abrupt devaluation of the currency, eliminated any possibility of recovery for the category.

Liquid soap is an oasis in the desert

Liquid soap managed avoid the impact of the crisis and registered significant growth in retail volume terms in 2018. This dynamism was due to the fact that liquid soap is replacing bar soap, an option considered obsolete by young consumers, and less hygienic.

Traditional grocery retailers continue to gain share

Wholesale supermarkets saw strong expansion over the review period. Chains such as Vital, Diarco and Maxiconsumo modified their business structures significantly by allowing purchases by any consumer, rather than just businesses, as well as allowing payment by credit card, adding more checkouts, expanding parking and offering single items rather than just multipacks.

COMPETITIVE LANDSCAPE
Unilever de Argentina SA leads sales

Unilever de Argentina SA leads sales of bath and shower in Argentina, thanks to its wide portfolio of products, with leading brands such as Lux, Dove and Rexona. This has enabled the company to gain the leadership in bar soap, body wash/shower gel and liquid soap.

Santiago Sáenz is in bankruptcy proceedings

The company Santiago Saenz SA became an important player when it acquired La Fármaco SA from Unilever de Argentina SA at the end of 2015. The National Commission for the Defence of Competition had determined that Unilever had a dominant position in the market and should divest some of its brands, which resulted in the sale of La Fármaco (along with brands such as Veritas and VO5) to Santiago Saenz.

Lysoform enters the market

SC Johnson & Johnson de Argentina SAIC entered the liquid soap category at the end of 2018, with the launch of its well-known brand Lysoform. The company made significant investments in mass media advertising.

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Bath and Shower in Argentina

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Argentina with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bath and Shower industry in Argentina, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower in Argentina market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bath and Shower in Argentina?
  • What are the major brands in Argentina?
  • How are sales of private label products evolving?
  • What is the importance of intimate washes in the overall category context?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Bath and Shower in Argentina - Category analysis

HEADLINES

PROSPECTS

Bath and shower does not escape the economic crisis
Liquid soap is an oasis in the desert
Traditional grocery retailers continue to gain share

COMPETITIVE LANDSCAPE

Unilever de Argentina SA leads sales
Santiago Sáenz is in bankruptcy proceedings
Lysoform enters the market

CATEGORY DATA

Table 1 Sales of Bath and Shower by Category: Value 2013-2018
Table 2 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 5 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 6 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 7 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 8 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Argentina - Industry Overview

EXECUTIVE SUMMARY

Shift in economic fortunes affects beauty and personal care
Promotions and discounts cushion the fall in sales
Traditional grocery retailers consolidate position as an important channel
Smaller pack sizes and cheap packaging gain share
A promising future but with some clouds on the horizon

MARKET DATA

Table 9 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 10 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 11 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 14 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources