Most areas of bath and shower remained relatively stable in 2021 with consumers continuing to follow daily hygiene routines, including taking regular baths and showers. In fact, some consumers actually took more care over their hygiene as a result of COVID-19.
Bath additives, as a category, remains the most dynamic performer in bath and shower in 2021. The demand for bath additives increased during the COVID-19 pandemic as consumers spent more time at home.
Unilever Austria GmbH, Beiersdorf GmbH and Colgate-Palmolive GmbH remained the leading players in bath and shower in 2021. Beiersdorf’s success is attributed to its brand Nivea.
Bath and shower is predicted to record a stable performance over the forecast period. Body wash/shower gel sales, which account for the largest part of value and volume sales in the product area, will likely continue to be driven by price discounts and promotions, at least in the early half of the forecast period, which will dampen value growth.
Bath additives and intimate washes are expected to be two of the more dynamic categories within bath and shower over the forecast period. In the case of bath additives, this projection is based on Austria’s burgeoning health and wellness trend.
Environmental themes will continue to impact bath and shower over the forecast period. Sustainability is a key focus area in bath and shower products, and will remain a key issue over the forecast period.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Austria 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 Austria, 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 DefinitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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