Sales of bath and shower increased by double-digits in current value terms in 2020, largely benefitting from the increasingly hygiene-conscious environment ignited by COVID-19. Furthermore, the prominence of hand washing in public health messages aimed at curbing the spread of COVID-19 provided a considerable boost to demand for products such as bar and liquid soap in 2020.
In the Dominican Republic, public health messages had a direct impact on product demand within bath and shower in 2020. For instance, at the beginning of the pandemic, the health minister issued a statement emphasising that “cuaba” soap was a better sanitiser than regular bar soap, which was not perceived as effective in terms of killing the germs of COVID-19.
Colgate-Palmolive remained the largest player in bath and shower in 2020, though it registered a fall in its value share for the third consecutive year. Bath and shower is subject to a relatively high level of commodification, intensifying the importance of pricing competition in the category.
Following the uptick in 2020, bath and shower may post a negative rate of current value growth in 2021 as demand stabilises. In 2022, bath and shower is set to return to positive growth which will gradually strengthen through the rest of the forecast period.
In the forecast period, manufacturers will work on maintaining consumer interest in bath and shower products that felt a boost from the pandemic. For instance, soaps with sanitising attributes that can kill the virus in less time will perform better in 2021 and beyond.
Once the pandemic is controlled and bath and shower returns to a more “normal” behaviour, its growth will become mainly driven by population growth. Traditionally, bar soap has been the most popular product category in bath and shower in the Dominican Republic, but as consumers become more exposed to new formats and presentations of bath and shower, a mitigation to liquid formats is likely to continue in the forecast period.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Dominican Republic 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.
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This report originates from Passport, our Bath and Shower research and analysis database.
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