With the emergence and rapid development of COVID-19 in Germany, local consumers adopted more stringent hygiene routines in an attempt to control the spread of the virus. German consumers are generally fastidious in their approach to hygiene, but whereas in the past washing hands would suffice the purpose for many citizens, in 2020 heightened hygiene emphasis led to a sudden surge in demand for antibacterial hand sanitisers (tracked under liquid soap), resulting in successive out of stock situations across the country and in all types of distribution channels.
2020 saw many disruptions and imbalances within bath and shower, which were reflected in the overall value size of the category. From a supply chain aspect, the disturbance caused by governmental and/or international restrictions led to increasing costs that were passed to the end consumer.
Given that supply for some products within bath and shower, particularly liquid soap, was unable to satisfy increasing demand from consumers, several new brands were able to emerge. While most consumers opted for e-commerce platforms such as Amazon, smaller brands managed to gain shelf space in major store-based retailers such as Rossmann and Real.
Various products within bath and shower registered impressive growth rates in 2020 as a consequence of the pandemic. Following stockpiling trends and the adoption of more stringent hygiene routines, demand for specific products such as antibacterial hand sanitisers is likely to decline as the threat of the pandemic wanes and consumers gradually return to the “new normal”.
The premium range of bath and shower category was highly affected in 2020. With restrictions imposed on retailers such as department stores and beauty specialist retailers, which culminated in prolonged closures across the country, these higher quality products declined to very low levels unseen over much of the review period.
The low average unit price of bath and shower is the biggest barrier to retailers and brands in terms of distributing their products online. Both premium and mass segments continue to register very high value sales through bricks-and-mortar retailers.
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Bath and Shower
This report originates from Passport, our Bath and Shower research and analysis database.
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