Liquid soap, especially antibacterial liquid soap and hand sanitisers/gels saw explosive growth in 2020, driven by consumer stockpiling during the first lockdown phase due to increased rates of handwashing and greater consumer attention to personal hygiene when leaving the house as a consequence of the COVID-19 pandemic. In addition to well-known brands such as Purell, multiple companies provided products such as Happy Hand Sanitizer Spray which includes moisturising properties to keep skin soft.
While body wash/shower gel is an everyday product and the largest category within bath and shower in Canada, it benefited from the consumer reaction to COVID-19. This is because of consumers’ greater emphasis on personal hygiene due to fears of becoming infected with the virus.
Thanks to consumers’ home seclusion, they had more time to indulge during 2020 resulting in the home pampering trend boosting sales of bath additives. Many consumers embraced a home-based spa experience due to the closure of salons, spending more time at home from work-at-home and reduced social activities as well as a method of reducing stress.
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This report originates from Passport, our Bath and Shower research and analysis database.
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