Bath and shower was amongst the strongest performers in beauty and personal care in 2020. Consumers tended to take a more relaxed approach to personal grooming routines during the COVID-19 crisis as remote working and distance learning, restrictions on the operations of businesses in industries such as consumer foodservice, and physical distancing led to a marked reduction in social contact.
Manufacturer innovation helped to maintain consumer interest in the bath and shower category and support growth during 2020. Ilirija dd, for example, launched Subrina Fresh Elder shower gel during the year, while direct selling company, Oriflame Kozmetika doo, introduced Oriflame Northern Glow and Oriflame Discover Hollywood Dreams in the same category.
Colgate-Palmolive remained the largest player in bath and shower in 2020 thanks to the strength of its Palmolive brand and its extensive distribution. While Palmolive continued to hold a clear lead in the category, drugstores/parapharmacies chain, dm-Drogerie Markt’s private label, Balea, continued to close the gap on the leader during the year.
While bath and shower is a mature category, it is expected to see continued growth over the forecast period. The trend towards increased consumer hygiene-awareness, bolstered by the experiences of the COVID-19 pandemic, will play an important role in the category’s expansion.
While bar soap has received a boost from the increased frequency of hand washing during the COVID-19 pandemic, and is set to continue to register growth in 2021, it is forecast to see sales fall year-on-year from 2022 to 2025. The category’s decline will occur as a result of the waning of the immediate threat from COVID-19 and the continued consumer shift towards liquid soap, which appeals to consumers because it is perceived as both hygienic and convenient.
More time spent at home, the related increase in consumers’ digital engagement, the closure of non-essential retail outlets and concerns about exposure to the SARS-CoV-2 virus in crowded physical stores all contributed to the general expansion of e-commerce during the COVID-19 crisis. The channel attracted many new consumers, while established online shoppers increased the range and frequency of their purchases.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Bosnia and Herzegovina 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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