Competitive Landscape
Unilever and Natura&Co Consolidate Leadership Amid Market Fragmentation
Bath and shower in Argentina remained moderately concentrated, with Unilever de Argentina maintaining the leading position in 2025, holding a 33% share. This reflects a stable dominance driven by strong brand equity across bar soap, liquid soap, and body wash/shower gel, with key brands such as Rexona, Lux, Dove, and Axe.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Argentina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in Argentina report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Argentina?
- Which are the leading brands in Argentina?
- How are products distributed in Argentina?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Argentina - Category analysis
Key Data Insights
Strong Rebound Fuelled by Economic Recovery
Strong Rebound Fuelled by Economic Recovery
Bar Soap Dominates Sales While Intimate Hygiene Posts Fastest Growth
Dove’S Diversity Campaign and Moisturising Innovation Reshape Consumer Expectations
Consumers Set to Diversify Purchasing as Growth Moderates with Economic Shifts
Bar Soap Expected to Retain Dominance While Bath Additives Drive Rapid Growth
Multifunctional Products and Health Awareness Will Continue to Shape Evolving Consumer Demands
Unilever and Natura&Co Consolidate Leadership Amid Market Fragmentation
Supermarkets Lead Distribution While E-Commerce Posts Fastest Growth
Beauty and Personal Care in Argentina - Industry Overview
Price Sensitivity and Innovation Define the Recovery Phase
Key Data Insights
Price Sensitivity and Innovation Define the Recovery Phase
Multifunctional Products Gain Momentum
Sustainability Drives Beauty Innovation
Consumers Cautiously Return to Beauty Purchases Amid Economic Recovery
Fragrances Expected to Dominate through 2030
Asian and Arabic Brand Trends Set to Reshape Retail Channels and Consumer Engagement
Natura Argentina and Unilever Solidify Leadership Amid Shifting Competitive Dynamics
Health and Beauty Specialists Lead Distribution While E-Commerce Gains Momentum
Mergers and Evolving Retail Formats Reshape Distribution Dynamics
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy 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 report originates from Passport, our Bath and Shower research and analysis database.
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