Competitive Landscape
Leading Manufacturers Face Declining Shares as Local Brands Gain Traction
Bath and shower in Ethiopia exhibited high fragmentation in 2025, with the leading manufacturer Unilever Ethiopia (Pty) Ltd experiencing a marked decline from 60% in 2020 to 34% in 2025. Reckitt Benckiser (EA) Ltd and Evyap International also show decreasing shares, falling to 6% and 5%, respectively, further reflecting a dispersal of market power among multiple players.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Ethiopia 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 Ethiopia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in Ethiopia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Ethiopia?
- Which are the leading brands in Ethiopia?
- How are products distributed in Ethiopia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Ethiopia - Category analysis
Key Data Insights
Local Production Challenges and Steady Growth Amid Economic Constraints
Local Production Challenges and Steady Growth Amid Economic Constraints
Bar Soap Leads Bath and Shower through Accessibility and Diversity
Repi Wilmar Adjusts Output Amid Raw Material Scarcity Affecting Availability
Consumers to Prioritise Affordability Amid Growth Constraints and Inflation Pressures
Bar Soap to Maintain Lead as Natural-Based Products Gain Traction
Digital Engagement Set to Shape Future Growth
Leading Manufacturers Face Declining Shares as Local Brands Gain Traction
Grocery Retailers Maintain Dominance Supported by Supermarkets
Retail E-Commerce Rapidly Expands Driven by Digital Platforms and Convenience
Beauty and Personal Care in Ethiopia - Industry Overview
Young Consumers and Social Media Fuel Growth Despite Affordability Challenges
Key Data Insights
Young Consumers and Social Media Fuel Growth Despite Affordability Challenges
Bath and Shower Leads Sales Driven by Affordability and Mass Appeal
Local Brands Embrace Inclusivity and Natural Ingredients
Lifestyle-Driven Beauty Accelerates Premium Product Popularity
Price-Sensitivity and Affordability Pressures to Reshape Growth Trajectory
Bath and Shower Set to Maintain Sales Lead through Affordability
Natural Ingredients and Informal Trade to Shape Future Dynamics
Social Media Set to Drive Beauty and Personal Care
Leading Companies Maintain Positions Amid Gradual Market Share Erosion
Grocery Retailers Maintain Distribution Lead
Retail E-Commerce Expands Niche Opportunities
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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