Bath and Shower in France

PROSPECTS

Consumers are increasingly obsessed with getting the best deal

Consumers are shunning hypermarkets for purchases of bath and shower products, to the benefit of variety stores and discounters, such as the famous store Stokomani, which is seeing its growth rocket. Variety stores and discounters, which offer consumers some branded products in various beauty and personal care categories (including bath and shower) at cheaper prices, have the wind in their sails, as they give consumers the feeling they are getting a very good deal.

The natural and organic trend strengthens

In bath and shower, consumers no longer consider a product just for its pleasure aspects, namely a pleasant texture and an attractive fragrance. Cognisant of the risk of the potentially harmful ingredients contained in beauty and personal care products (sun care and deodorants being the main categories causing controversy), consumers require their bath and shower products to be safe.

Something new in an old-fashioned category

Bar soap was less popular in the review period. In the shadow of body wash/shower gel and the abundance of liquid soaps, traditional bar soap was considered old-fashioned.

COMPETITIVE LANDSCAPE

A new wave of naturalness in bath and shower

Natural and organic brands are in the spotlight, and are set to be dangerous competitors for the traditional brands within bath and shower. So’Bio Etic, Aesop and Natura Ekos, to name a few, made significant progress in 2017.

Fragrance remains a strong lever

Bath and shower is definitely a category closely linked to fragrance. New fragrances are a strong incentive to purchase, and the leading brands are expected to surpass themselves with the launch of innovations to retain consumers.

On the path to ecology

Yves Rocher undertook an ecological approach by launching a concentrated shower gel in 2017. The formula, which is of vegetable origin, with 97% natural ingredients, is four times more concentrated than a traditional product.

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