Bath and shower is a mature category in Finland, with limited growth opportunities. Despite this, the performance of bar soap was a minor highlight in 2019.
In an increasingly fragmented category, players within bath and shower have had to up their game in order to stand out from the competition. In addition to Colgate-Palmolive’s Palmolive Gourmet brand, other new products entered the country towards the end of the review period, such as Unilever Finland’s Dove Nourishing Secrets range.
Colgate-Palmolive Co continued to lead bath and shower, increasing its value share in 2019. The company expanded its body wash/shower gel portfolio with several new products in 2018, including So Luminous and So Fabulous shows gels.
Sales of bath and shower are now expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of Coronavirus (COVID-19). This compares to an expected 2% decline for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Bar soap witnessed a minor revival in 2019, with consumers increasingly interested in natural, organic and artisanal products over industrial versions. This may, however, become less of a trend in 2020 as consumers look for solid cleaning features from their bar soap in light of the COVID-19 epidemic.
Bath and shower is expected to record a slight constant 2019 value decline in 2021 in contrast to the flat performance envisaged in our research conducted at the end of 2019 before the spread of COVID-19, whilst the performance will likely remain weak over the remainder of the forecast period. Consumers will likely use up their stocks of these products in 2021 before restocking.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Finland 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 Finland, 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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