Bath and Shower in France

PRE-COVID-19 PERFORMANCE

Value decline mainly due to falling prices in the largest category, body wash/shower gel

In 2019, bath and shower saw a current value decline for the first time in many years, with dermocosmetic, premium and mass products suffering, although mass products saw the strongest decline. Small categories such as body powder and bath additives continued to see poor performances.

The greenification process continues, with reformulations and category movements

Despite seeing a decline in 2019, bath and shower remained dynamic in terms of launches at the end of the review period, thanks to the ongoing greenification process. Mass market retailers are offering an increasing range of natural and/or organic bath and shower products.

The move towards organic and natural brands affects the competitive landscape

Laboratoires Vendôme continued to lead bath and shower in 2019, with its Le Petit Marseillais brand. However, the company continued to see a share decline in this year, due to the challenge from small natural and organic brands.

2020 AND BEYOND

COVID-19 impact

Bath and shower is now expected to see 6% growth in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is much better than the negligible increase forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within bath and shower

Although COVID-19 is expected to lead to a strong increase in demand for bath and shower products in 2020, there will be different impacts across categories. Unsurprisingly, COVID-19 is leading to much higher demand for liquid soap (including hand sanitisers) and bar soap, with these categories expected to see double-digit current value increases in 2020, as consumers have been advised to wash their hands more often and for longer than usual to fight the spread of the virus.

Recovery and opportunities

Although the main impact of COVID-19 on demand for bath and shower products is expected to be in 2020, effects are expected to continue to be seen later in the review period. The changes to consumers’ hygiene habits brought about by COVID-19 are likely to endure, with more hand washing and better hygiene in general.

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