Competitive Landscape
Top Manufacturers Sustain Leading Positions Amid Nationalist Shifts
In 2025, the bath and shower landscape in Cambodia was highly concentrated, led by Unilever Cambodia Ltd holding a 36% share and CP&A Trading International Co Ltd with 20%. These two companies collectively control over half of the market, indicating a concentrated competitive environment.
Emerging Local Brands Capitalise on Nationalism and Accessibility for Growth
In 2025, emerging brands Empress and Klen demonstrated a strong performance within Cambodia’s bath and shower market by leveraging a nationalist-led value proposition that resonates with local consumers. Empress, in particular, excels by offering premium formulations at competitive prices, capturing demand during regional trade tensions that have driven a consumer pivot away from Thai imports.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Cambodia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Cambodia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in Cambodia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Cambodia?
- Which are the leading brands in Cambodia?
- How are products distributed in Cambodia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Cambodia - Category analysis
Key Data Insights
Bath and Shower Summary
Urban Consumers Drive Transition toward Functional Wellness in Hygiene Products
Bar Soap Leads Volume Sales, While Body Wash/Shower Gel Records Rapid Value Growth
Local Brands Embrace Authenticity and Sachet Formats to Capture Functional Hygiene Demand
Functional Wellness to Drive Sustained Value Growth in Bath and Shower
Bar Soap to Maintain Volume Leadership, While Body Wash/Shower Gel Accelerates Value Expansion
Local Brands to Leverage Nationalism and Digital Platforms to Capture Youthful, Wellness-Focused Consumers
Top Manufacturers Sustain Leading Positions Amid Nationalist Shifts
Emerging Local Brands Capitalise on Nationalism and Accessibility for Growth
Small Local Grocers Maintain Lead as Convenience Retailers Grow Rapidly
E-Commerce Gains Traction Amid Modest Share, Driven by Urban Consumers and Trust
Beauty and Personal Care in Cambodia - Industry Overview
2025 Developments
Key Data Insights
Consumers’ Shift to Quality and Digital Trust Shapes Steady Revenue Growth
Oral Care Leads Value, Led by Urban Consumer Trust and Broad Usage
K-Beauty and J-Beauty Drive Sun Care Innovation, Boosting Market Dynamism
Social Commerce to Reshape Consumer Engagement and Spending Behaviours
Oral Care to Sustain Value Lead, While Colour Cosmetics Leads Rapid Expansion
Consumer Demand for Natural, Personalised, and Premium Offerings Drives Innovation
Multinationals Consolidate Market Share by Capturing Consumer Trust and Innovation
Digital Engagement and Product Innovation Drive Growth Amid Stable Competition
Small Local Grocers Lead Distribution as Hypermarkets Lead Growth
Influencer-Led Community Brands and Clean Beauty Drive Experiential Retail Evolution
Retail E-Commerce Accelerates Growth, Driven by Social Commerce and Digital Trust
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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