While bath and shower is expected to record a positive performance over the forecast period, growth of hand sanitisers is expected to gradually slow in Australia, following unprecedented sales witnessed between 2020 and 2021. Players competing in hand sanitisers are expected to rationalise their product portfolios over the forecast period, while small brands that have been unable to differentiate and communicate their unique value proposition are anticipated to exit the category.
Players competing in bath and shower lead in terms of their commitment to reduce the use of plastic packaging as well as removing harsh chemicals from their products. This move towards becoming more ethical and sustainable throughout their product portfolios is anticipated to continue, as these factors remain key for purchases among Australians.
Competition for a share of younger consumers, particularly Generation Z, is likely to increase over the forecast period, as this consumer group continues to increase in relevance through higher purchasing power. Beauty products targeting this audience have been traditionally more skewed towards premium price segments with distribution also limited to beauty specialists and online channels.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Australia 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 Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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