Apart from being the biggest single category within bath and shower, body wash/shower gel also shows the most vitality. It reaps the most consumer interest, launches the most products and sees new innovations.
Bathtubs were the standard for every Croatian household until recently. Modern lifestyles changed this rapidly: a lack of time for bathing has led to the introduction of showers as a quicker and more convenient solution.
Users of bath and shower products increasingly expect multiple benefits from one product. Manufacturers have spoiled them to the point that added functionality is the new normal.
Throughout the review period the competitive situation in bath and shower was fairly stable, with the leading trio of multinationals carving out share amongst themselves. Unilever Croatia, Colgate-Palmolive Co and Beiersdorf (Croatia) were at the front of the field in value terms in 2018.
Luckily for local manufacturers, the soap-making process does not require elaborate high-tech procedures. Because of this, bath and shower is one of the first choices when starting a new beauty and personal care company.
Daily use of bath and shower products creates a level of consumption which sometimes makes consumers rethink their spending. This opens the door for economy brands and private label.
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This industry report originates from Passport, our Beauty and Personal Care market research database.