Bath and shower was the only product that registered current value and volume growth in 2020, with a double-digit increase. This growth was largely driven by the demand for hand sanitisers, used to stop the spread of COVID-19.
International players dominate, with the leader, Colgate-Palmolive gaining further value share in 2020. However international direct selling companies Oriflame and Avon took a hit in 2020, with Avon in particular losing significant value share and dropping from fourth position to thirteenth.
COVID-19 pushed the environment higher on the agenda in 2020. With people forced to step back due to the pandemic, they increasingly questioned what the impact of modern, hectic lifestyles was having on the environment.
Once society opens up when COVID-19 infection rates start to fall, constant value and volume sales of bath and shower, and in particular liquid soaps and hand sanitisers, will fall to more normal levels. All the same with the pandemic focusing people’s minds on hygiene, growth will be higher than expected pre-COVID-19.
With demand for bath and shower becoming increasingly sophisticated towards the end of the review period, some of the leading players looked to improve the image of their brands and products. For instance, improvements were made to the packaging of many products to help them stand out on retail shelves.
Liquid soap outperformed bar soap in 2020, with value sales doubling, while bar soap registered much lower current value growth. Liquid soap was perceived as convenient in saving time, as public health authorities encourage frequent hand washing due to CIVID-19.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Ecuador with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bath and Shower research and analysis database.
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