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 sales levels normalise in 2021 after the exceptional growth in 2020 due to higher standards of consumers’ personal hygiene overall. As people resumed busier lifestyles in 2021, they likely decreased the amount of time they spend washing and decreasing their consumption with each use.
Colgate-Palmolive Belgium SA maintained its lead in bath and shower in company terms in 2021. However, in brand terms, Dove (from Unilever Belgium NV) leads, thanks to the popularity of its bar soap and body wash that are appreciated for their moisturising effect.
Over the forecast period, sales of bath and shower products are expected to demonstrate a static performance, as it is a mature product area. Nonetheless, 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 during the review period, 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 during the pandemic, 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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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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