Body wash/shower gel continued to exhibit the strongest investment from manufacturers in 2021, with the launch of new products featuring unique ingredients and better packaging for the environment. Furthermore, sales of these products were also supported by the demand for naturally positioned products, with new launches featuring natural ingredients and natural oils, as consumers are becoming more discerning about the ingredients they use on their body.
Australia’s increasing sustainability efforts have meant that companies and consumers are looking for ways to reduce their impact on the environment. In fact, the growth of bar soap increased significantly in 2020, with large and indie companies launching new ranges of solid bar soaps, such as Nivea, Thank You and Freshwater Farm, with most of their communication and marketing supported by claims such as plastic-free and recyclable packaging.
Australian-made products or the use of Australian native botanical ingredients has gained relevance in the country, permeating multiple personal care categories, including bath and shower. For example, in 2021 The Australian Natural Soap Company launched the Australian Bush range, featuring natural blends of Australian ingredients, touting their associated benefits.
Bath and shower is anticipated to return to growth in the next five years, supported by new hygiene practices adopted as a result of the pandemic. Such frequent hand washing is likely to slow down to some extent, but will remain a feature of new hygiene routines.
The competition in bath and shower is anticipated to continue to intensify, with several new players and a plethora of products being launched. Although most competitors have been focused on natural and clean ingredients, and more recently on sustainability and Australian-made, some new concepts emerged in 2021 around enjoyment and fun products or collaborations, such as Sundae soap, the Lanolips Salted Coconut and Mango Sorbet balm collaboration with local gelato player Messina, and Allkinds jelly wash and maple shower syrup, with similar such launches anticipated to continue in the forecast period.
Sustainability is high on the agenda of companies competing in bath and shower, as well as a key factor in the purchasing decision for Australians. There is plenty of room for innovation and development, particularly around the packaging and ingredients used in the next five years.
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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.
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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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