Sales of bath and shower products surged in value terms during 2020, due to skyrocketing demand for products such as hand sanitisers and liquid soap. After the 2020 heights, when triple-digit current value growth was seen, in turn hand sanitisers showed the strongest decline in sales within bath and shower in Germany during 2021.
Bath and shower is amongst the personal care categories in Germany that is going through major changes when it comes to product availability, which has increased substantially since the beginning of the pandemic. This is the case not only through premium online health and beauty stores, which have an increasingly wide offering of bar soaps, bath additives and body washes at the highest-end of the price spectrum, but also in standard online grocery shops, that have increased the offering of personal care products.
Although it maintained its lead in bath and shower in 2021, Unilever Deutschland lost slight value share in 2020, and this share decline continued in 2021, However, the company still had a strong presence across a wide range of different distribution channels, from drugstores/parapharmacies to e-commerce platforms, which helped minimise the company’s decline. It adapted to a more multichannel strategy following the volatility caused by the pandemic.
After seeing a strong current value performance in 2020, and limited growth in 2021 as sales normalised, bath and shower is expected to settle into slow and stable growth in the forecast period. The exponential growth witnessed in some categories during the pandemic, and the resultant rebound, partly explains the muted growth forecast until 2026.
Bath additives has been affected and is expected to be even more impacted in the coming years by the way in which consumers look at baths versus showers. Whilst environmental concerns have been moving consumers away from taking baths, due to the waste of water associated with this, and in some cases the chemicals released by using bath additives, a new trend is expected to hit this category even harder in the years to come.
Supermarkets, hypermarkets and discounters were amongst the biggest winners of the pandemic in terms of sales of bath and shower products in 2020-2021. They were allowed to stay open throughout lockdowns, and they have a wide product offering, allowing consumers to carry out one-stop shopping, which benefited their sales.
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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.
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Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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