During 2018, the performance of bath and shower in Bosnia-Herzegovina was strong in the context of the review period. Aside from gradual economic improvement in the country, consumers reacted positively to the improving range and variety of bath and shower products.
Intimate washes recorded the highest current value growth in bath and shower in Bosnia-Herzegovina at the end of the review period, although this was from a small base. The category continued to benefit from consumers’ increasing awareness of such products.
Outside of intimate hygiene, liquid soap was the big story of the review period in bath and shower in Bosnia-Herzegovina. During this time, strong substitution was seen of traditional bar soap with liquid soap in households throughout the country.
International companies dominated bath and shower in Bosnia-Herzegovina in value terms in 2018, led by Colgate-Palmolive, Beiersdorf and Unilever BH. These players dominate shelf space and also advertising space; thus, making it easy for consumers to recognise their brands before they have time to think about potential alternatives which are not as well-recognised or as centrally positioned on store shelves.
The presence of domestic and regional companies in bath and shower is weak, with the exception of Saponia; albeit most of its sales still come from the declining bar soap category. Domestic players have recognised there is no way to compete with the strong international competitors in the mass segment, so are increasingly taking an interest in offering premium brands: typically, hand-made products made with natural ingredients.
Private label is on the rise in bath and shower in Bosnia-Herzegovina. Leading private label player dm-Drogerie Markt recorded the strongest growth in its value share in bath and shower in 2018, and also during the review period.
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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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