Competitive Landscape
Unilever and Procter & Gamble Maintain Leading Places, with P&G Losing Slight Share
Bath and shower in Canada is a moderately concentrated category in Canada, with Unilever Canada Inc and Procter & Gamble Inc maintaining the leading places. The top two players were neck-to-neck with a 14% share each in 2024, however, Procter & Gamble saw a slight erosion of share in 2025, placing Unilever in the lead by a fraction.
Personnelle’S Strategic Repositioning Drives Private Label Growth Amid Inflation
Emerging within the competitive landscape, Personnelle, the private label from Jean Coutu Group (PJC) Inc, is making a name for itself in bath additives, body powder, and hand sanitisers. Two main reasons are driving this emergence: high inflation and rising costs are leading consumers to look for better value and lower prices; and the brand also updated its strategy and look.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Canada 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 Canada, 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 Canada 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 Canada?
- Which are the leading brands in Canada?
- How are products distributed in Canada?
- 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 Canada - Category analysis
Key Data Insights
Bath and Shower Summary
Steady Growth Driven by Price Increases Amid Cautious Consumer Spending
Traditional Cleansing Holds Strong with Bar Soap Remaining Key, While Bath Additives Surge in Popularity
Unilever’S Ai-Driven Campaign and Sustainability Innovations Reshape Consumer Engagement
Canadian Consumers Shift Towards Value and Sustainability without Compromising on Performance
Bar Soap Remains Largest Category by Volume, While Other Bath and Shower Leads Value Growth
Digital Channels and Social Advocacy Enhance Consumer Engagement and Competition
Unilever and Procter & Gamble Maintain Leading Places, with P&G Losing Slight Share
Personnelle’S Strategic Repositioning Drives Private Label Growth Amid Inflation
Beauty Specialists and Pharmacies Remain Key Thanks to Private Label Portfolios and In-Store Experiences
Retail E-Commerce Accelerates Growth, Transforming Consumer Shopping Habits
Pharmacies and Beauty Specialists Enhance Offerings to Capture Market Share
Beauty and Personal Care in Canada - Industry Overview
2025 Developments
Key Data Insights
Clean and Lifestyle Driven Choices Shape Beauty Demand
Premium and Mass Balance as Consumers Prioritise Value and Quality
Dove's Intensive Repair Collection Exemplifies Longevity Trend Impact
Mass Scale and Fragrance Momentum Lead Beauty and Personal Care Growth
Amazon and Sephora Lead Omnichannel Shift in Beauty and Personal Care
Clean Beauty and Mindful Spending Redefine Consumer Preferences and Product Innovation
L’Oréal and Procter & Gamble Hold Leadership through Broad Portfolios and Strategic Positioning
Kenvue Deal Unlikely to Disrupt Beauty and Personal Care Dynamics
Mass Brands Differentiate through Affordability and Science-Led Claims
Pharmacies and E-Commerce Lead Retail Sales as Consumer Preferences Evolve
Continued Growth of Retail E-Commerce Directs Distribution and Consumer Engagement
Subscription Models and Direct-To-Consumer Brands Gain Momentum in Online Retail
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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