Demand for bath and shower surged during 2020, with retail constant value sales (2021 prices) rising by almost a third, as COVID-19 made personal hygiene more of a priority for many local consumers. Unsurprisingly, demand for hand sanitisers, bar soap and liquid soap was particularly strong.
The naturalness trend that was already gaining traction pre-pandemic accelerated in 2020 and remained robust in 2021, especially within mass beauty and personal care, as consumer demand for healthier and more natural products was heightened by COVID-19. Le Petit Marseillais by Johnson & Johnson (the leading brand of body wash/shower gel within mass beauty and personal care) launched its first organic range of natural shower gel during 2020.
l'Arbre Vert and Briochin have been offering organic liquid soaps since 2020. The Le Chat brand has launched a range of shower gels with more than 90% natural ingredients in recycled and recyclable packaging.
Over the forecast period, consumers are expected to increasingly purchase body and shower products that are kind and gentle to skin. The naturalness of the product will be a key selling point for brands, as short lists of natural ingredients will be perceived as being less potentially harmful or irritating.
The reduction of plastic packaging will be a key focus for many bath and shower companies in the forecast period, as consumers are becoming increasingly concerned about the environment and the impact the products they use have on it. Brands that offer ecological alternatives and convince consumers of their low ecological footprint will increasingly attract the most attention and gain sales.
Intimate hygiene is a promising category that is expected to grow in the forecast period. Intimate hygiene contains the categories intimate washes and intimate wipes and is mainly comprised of well-established brands sold in chemists/pharmacies.
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Bath and Shower
This report originates from Passport, our Bath and Shower research and analysis database.
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