Bath and Shower in Denmark

PRE-COVID-19 PERFORMANCE

Bath and shower returns to growth in 2019 on the back of performance of hygienic products such as intimate wipes, liquid soap

After several years of current value sales decline, bath and shower bounced back in 2019, although registering only slight growth. What sale growth the category recorded in 2019 was attributable in large part to the performance of intimate hygiene, in particular the robust, double-digit growth of sales of intimate wipes.

Certification becoming standard, rather than a product differentiator

With the health and wellness trend entrenched in Denmark, consumers continued to turn toward more natural/organic bath and shower products in 2019. The demand for healthier attributes has led to a large number of products carrying health/safety certification.

Colgate-Palmolive continues to hold commanding lead in 2019

With its raft of well-known. trusted and affordable brands, including Sanex and Palmolive, Colgate-Palmolive continued to hold its strong leadership in bath and shower in 2019, a position the company has held throughout the review period.

2020 AND BEYOND

COVID-19 impact

Sales of bath and shower are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected marginal rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within bath and shower

Continual handwashing by consumers seeking to arrest being affected by COVID-19 has resulted in rising demand for bar soap and liquid soap in 2020, particularly soaps with highlighted antibacterial qualities. Similarly, there has been increased demand for hand sanitisers.

Recovery and opportunities

In the wake of the pandemic, sales of bath and shower products overall are expected to bounce back in 2021 and subsequently normalise, recording steady, albeit minimal, growth over the remainder of the forecast period. Lingering concerns about hygiene and ongoing heightened attention paid to preventative health will both serve to bolster sales of bar soap and liquid soap and, in fact, of any bath and shower product that emphasises its antibacterial attributes.

Files are delivered directly into your account within a few minutes of purchase.