Bar soap continued to be the most popular bathing product, mainly because it is more economical, with body wash/shower gel still being a niche product. However, more economical brands such as Caen, Senones and Leo are gaining traction.
Colgate-Palmolive and Unilever continued to lead bath and shower during 2021, accounting for almost half of retail value sales between them. This is due to their wide product availability, strong product innovation, and internationally recognised brands, which enjoy a strong reputation for quality.
While most products within beauty and personal care were registered dampened growth due to the pandemic and the subsequent lockdowns, one product that registered a boom from COVID-19 was hand sanitisers. However, it looks like the boom is already over, with value sales growth in 2021 a third of the previous year.
Bath and shower will register moderate constant value growth over the forecast period, with value sales supported by an increasing population. Though the outlook is positive, there are potential headwinds that could dampen volume growth.
Laundry bar soap will continue to limit growth for bar soap and other bath and shower products, as it is also used for bathing as well as cleaning clothes. Laundry soap is much more economical than bar soap for bathing purposes, and for lower income households, laundry bar soap will continue to be used for bathing.
Local production of bath and shower products is expected to increase during the forecast period. Very affordable, locally-produced medicated soaps will gain value share, though the quality of some of these soaps is questionable.
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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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