Bar soap was one of the most dynamic areas in bath and shower in 2019 in Germany, with current value growth benefiting from consumers preferring higher-priced items. Premiumisation has been increasing in bar soap as its buyers were reviving an item that had lost ground to liquid soap in recent decades.
A healthy lifestyle is an increasingly major concern among many consumers in Germany. Access to virtually infinite information on the internet has shaped consumers’ choices and made them more aware of different techniques and tricks to achieve a healthy and balanced life.
Leading player Unilever recorded a satisfactory performance in 2019 – while its total value sales increased over a year earlier, its value sales share shrank a little as the company’s growth was slightly slower the overall category’s sales increase. Unilever maintains its leading position in what is a fragmented overall bath and shower category through its diverse portfolio under strong brands such as Dove, Duschdas and Axe.
Sales of bath and shower are now expected to grow by 5% in 2020 at constant 2019 value prices in light of the impact of COVID-19. This compares to the 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
In bar soap and liquid soap, with the latter taking in the all-important antibacterial liquid soaps and hand sanitisers/gels, bath and shower houses two of the most important categories in the whole beauty and personal care market during the COVID-19 pandemic. Liquid soap will record very strong growth in 2020 at constant 2019 prices, particularly compared to the slight decline seen a year earlier, with these products being regularly and routinely used to wash or sanitise hands as a defence against COVID-19.
This sharp spike in sales in 2020, not least due to the stockpiling activity in the first half of 2020, will likely mean that sales will decline in 2021, before returning to relatively normal levels thereafter. The declines in 2021 will also be a natural development after the much higher sales bases reached during the pandemic in 2020.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Germany 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.
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This report originates from Passport, our Bath and Shower research and analysis database.
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