Bath and shower received a significant boost from the event of COVID-19 in 2020, due to consumers’ higher standards of personal hygiene as a way to help safeguard against contagion. In particular, liquid soap saw triple-figure value growth, thanks to an explosion in sales of hydro-alcohol gel (hand sanitiser) from the start of the pandemic in March 2020.
Body wash/shower gel also saw improved sales in 2020 compared to 2019, also due to higher standards of consumers’ personal hygiene overall. In fact, body wash/shower gel was a product which lent itself well to the stockpiling trends seen at the beginning of the pandemic.
Colgate-Palmolive Belgium SA maintained its lead in bath and shower in company terms in 2020. However, in brand terms, Dettol (from Reckitt Benckiser SA NV) leapt into the lead with triple-figure value growth, thanks to its well-known reputation for offering effective cleansing and protection from germs.
The spikes in sales of liquid soap, hand sanitiser and bar soap, as seen in 2020, will not be sustained at the same levels over the forecast period, however, sales are expected to remain higher in 2021 compared to the review period. Volume levels are also expected to remain higher than pre-pandemic times, as consumers have developed habits for more frequent handwashing and hand sanitising.
Intimate wash was a promising category pre-COVID-19, which is expected to ramp up again over the forecast period. The category remains relatively underdeveloped and still small in comparison to other sub-categories within bath and shower.
In order to stimulate sales in 2020, both online and offline retailers offered significant discounts. As such, price-sensitive consumers have become used to being able to access products at lower price tags and will thus continue to demand value for money.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bath and Shower research and analysis database.
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