Competitive Landscape
Unilever and Colgate-Palmolive Reinforce Dominance as New Entrants Gain Ground
Bath and shower in Australia remained concentrated in 2025, with the two leading manufacturers, Unilever Australia Ltd and Colgate-Palmolive Pty Ltd, collectively holding a combined share of 50% by retail value. Unilever Australia leads with a 27% share, followed by Colgate-Palmolive at 23%.
Soma’S Fragrance Washes Stir Body Wash Market
Emerging companies are beginning to challenge the established order, with notable momentum from newer entrants such as Soma, which achieved early success by introducing fragrance-forward, naturally derived body washes in Woolworths. The range, featuring variants like amber and jasmine, almond and vanille, and vetiver and cedar, leverages premium positioning, complex scents, and visually appealing design.
Mcobeauty Acquisition Fuels Competitive Edge
In terms of mergers and acquisitions, a significant development in 2025 was the acquisition of MCoBeauty by DBG Group for approximately USD1 billion. While MCoBeauty is best known for accessible make up and skin care, its growing bath and body wash portfolio, combined with wide distribution through retailers like Woolworths and Big W, provides DBG Group with a platform to accelerate product development and expand its presence in bath and shower.
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Overview:
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.
The Bath and Shower in Australia 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 Australia?
- Which are the leading brands in Australia?
- How are products distributed in Australia?
- 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 Australia - Category analysis
Key Data Insights
Brands Reframe Everyday Routines as Longevity Rituals Aid Sales
Brands Reframe Everyday Routines as Longevity Rituals Aid Sales
Sensory Innovation Redefine Value and Consumer Expectations
Brands That Prioritise Multifunctionality, Sensory Value and Skinification to Secure Loyalty
Body Wash/Shower Gel to Sustain Leadership as Intimate Hygiene’S Growth Accelerates
E-Commerce and Retail Multi-Channel Accessibility to Be a Dual Growth Engine
Unilever and Colgate-Palmolive Reinforce Dominance as New Entrants Gain Ground
Soma’S Fragrance Washes Stir Body Wash Market
Mcobeauty Acquisition Fuels Competitive Edge
Supermarkets Lead but Lose Ground as Health and Beauty Specialists Gain Momentum
Retail E-Commerce Accelerates with Curated Experiences and Omnichannel Convenience
Beauty and Personal Care in Australia - Industry Overview
Australian Beauty and Personal Care Sales Rise Steadily Driven by Asian Beauty
Key Data Insights
Australian Beauty and Personal Care Sales Rise Steadily Driven by Asian Beauty
Skin Care Leads Sales as Consumers Focus on Longevity and Skin Health
Omnichannel Strategies Power Retail Reinvention and Innovation
Consumers Embrace Science and Affordability to Drive Steady Growth
Skin Care and Fragrances to Lead Growth through Premium Multifunctional Formulations
Digital Engagement and Omnichannel Strategies to Reshape Retail Dynamics
L'oréal and Estée Lauder Retain Lead Amid Growing Fragmentation and Shifting Shares
Emerging Native Brands Show Strong Growth through Digital Engagement
Mcobeauty Acquisition Underscores Trend Responsiveness of Brands
Rhode's Launch Highlights Growth in Celebrity Brands
Health and Beauty Specialists Strengthen Dominance with Pharmacy and Specialty Retail Growth
Specialty Retailers and Omnichannel Strategies Reshape Consumer Engagement and Experience
Retail E-Commerce Gains Momentum with Social Media Influence and Product Accessibility
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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