Despite the positive performance seen in 2018, sales were back to 2016 levels. Consumers continue adopting a rational approach under bath and shower, opting, in general, for cheaper brands.
Sales of body wash/shower gel posted strong performance in 2018, after a weak 2017. Sales have been positively affected by the wider availability of cheaper items, especially those under the plastic pouch format.
Unilever managed to post good performance within the category. A wide portfolio of different brands enables the company to target different audiences within bath and shower, with Lux offering cheaper prices, while Dove is a more sophisticated option and Lifebuoy targeting those who seek antibacterial properties.
Natura Cosméticos ranked second in 2018, posting a strong performance during the year. Although having a price point that is relatively higher than many other mass brands, Natura’s products are mainly bought as a presentable item, especially bar soaps.
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This industry report originates from Passport, our Beauty and Personal Care market research database.