Demand for bath and shower continued to grow in 2021, albeit at a much slower rate compared to the previous year. Growth was mainly driven by access to additional liquidity as a result of successive withdrawals from the pension system in addition to cash subsidies granted by the government as a result of the pandemic.
The new habits of consumption in line with a greater focus on hygiene linked to the pandemic continued to drive demand for bath and shower in 2021, although these habits are likely to persist beyond COVID-19’s reach. The impact of the pandemic in 2020, which led to a prioritising of personal and household hygiene, continued into 2021, and therefore major companies within the category are expected to continue to develop products with antibacterial properties that focus on supporting higher hygiene levels.
Unilever remained the clear leader of bath and shower in 2021, holding close to half of overall value sales. It was followed at a significant distance by local player Laboratorios Durandin.
During the review period, there was a marked rise in environmental awareness among Chilean consumers due to wider access to scientifically-proven insights regarding global warming and the potential effects of rising temperatures on the planet. In addition, growing consumer awareness of the health impact of some chemicals contributed to further interest in product ingredients, processing and supply chain traceability.
Heading into 2022, it is likely that the main players in bath and shower will try to gain share using an aggressive pricing strategy. Large retailers are also likely to be operating close to normal levels and this factor is very important due to their weight in distribution channels that promote their private label lines, supported by an aggressive strategy of discounts and promotions, especially in categories that are incipient in Chile such as hands sanitisers.
E-commerce emerged in bath and shower in 2020, gaining further share and sales the following year. It is expected to continue to gain ground as a channel in constant transformation in the coming years.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Chile 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 Chile, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 DefinitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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