In 2018, bar soap and bath additives saw growth in bath and shower. Both categories saw positive performances in current value terms, in spite of the overall negative performance of bath and shower.
Consumer conscience is extending into many different areas. Ecologically-friendly packaging is a priority for many buyers, who opt not to buy plastic-based containers.
In recent years, consumers’ choices were increasingly impacted by social media content. Brands use social media platforms to showcase their new products.
Even though bath and shower diversified greatly in recent years, there is still a strong concentration of retail value sales amongst a few products. Specifically, body wash/shower gel represented over half of value sales in 2018.
German brands play a stronger role within bath additives. In this bath and shower category, brands such as Kneipp (Paul Hartmann as GBO) and Tetesept (Merz), as well as private label lines from dm, Rossmann and Rewe, represent high value share.
Johnson & Johnson is facing one of its biggest branding and operational challenges in recent years. Allegations of users of its talcum powder getting cancer contributed to the decline in sales of talcum powder, adding more strife to an already troubled category.
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This industry report originates from Passport, our Beauty and Personal Care market research database.