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