Bath and shower performed exceedingly well in 2020 as consumers focused more on personal hygiene as a result of the COVID-19 pandemic. In particular, bar soap and liquid soap saw strong growth in 2020 as consumers increased handwashing significantly.
Demand for hand sanitiser (classified in liquid soap) skyrocketed in 2020 as consumers looked for ways to ward off possible infections. In light of this booming demand, the Danish government relaxed the regulations for manufacturing and/or importing hand sanitisers in 2020 in order to quickly increase the availability to match the huge demand.
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 2020, a position the company has held throughout the review period.
Following the strong double-digit current value and retail volume growth in 2020, demand is set to normalise in 2021 resulting in negative growth for bath and shower overall. Many bath and shower products benefitted from growing hygiene awareness due to the pandemic, which may gradually dissipate over the forecast period.
Following the strong growth in e-commerce in 2020, it is expected that the growth in this channel will be much more moderate in 2021 and beyond as a segment of consumers will return to their old in-person shopping habits. It is, however, likely that many consumers will at least partly keep up their new-found online shopping habits which will prevent the channel from seeing a strong correction and decline in 2021.
The top two leading players, Colgate-Palmolive and Unilever, are expected to continue dominating bath and shower products in 2021 and beyond. The strong brands and distribution networks of the leading players will continue to make it difficult for smaller players to challenge their dominance.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Denmark 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 Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Bath and Shower research and analysis database.
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