Liquid soap is gaining in relevance amongst low- to middle-income consumers, as the category has an increasing offer of low-priced brands entering the main retailers. Traditionally a retail category, liquid soap has increased distribution amongst independent small grocers, pushing it to higher consumption.
Bar soap is traditionally highly orientated towards antibacterial products. However, this trend is slowly migrating to products with hydration and natural components.
Intimate wipes is growing due to increasing awareness of intimate hygiene amongst women. Brand choice is influenced by a doctor’s recommendation or word of mouth amongst family and friends.
Colgate-Palmolive maintained constant leadership amongst bath and shower in 2018, with its main brands Protex and Palmolive. Both are strongly positioned as they have specific consumer targets and offer a wide variety of products.
Small liquid soap brands have been entering traditional grocery retailers since 2016. They increased their shelf space and relevance during 2018 with low-price offers, affordable packaging such as doypacks and increased distribution.
Mass products lead bath and shower sales. One of their main strategies is to follow premium products’ innovations, with new concepts, functional and natural ingredients, and a constant fragrance/flavour rotation, with products that emulate them.
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This industry report originates from Passport, our Beauty and Personal Care market research database.