Bath and shower is relatively less reliant on tourist consumption, and therefore enjoyed stable growth in 2020, and just a small decline in 2021, resulting in higher sales in 2021 than in 2019. Due to COVID-19, consumers were increasingly aware of health and wellness, especially mental health and wellness, giving rise to continuous premiumisation of the category, especially for products with a focus on scent, doubling as aromatherapy.
Due to the health and wellness trend, skinification of the category was observed in 2021, as consumers were aware of the need to care for other parts of their body in the same way as they cared for their face. After COVID-19, consumers re-established the habit of frequent hand washing.
Due to COVID-19, people re-established the habit of cleaning their hands frequently, especially before eating, which led to an increase in the popularity of hand sanitisers, particularly smaller-sized bottles or rinse-free hand washes of around 30ml to 50ml, as they take up less space and offer the convenience of portability, despite their high unit price. Retailers observed this trend and viewed this as an opportunity.
With further skinification expected for the category, consumers are expected to look after their hands as they would their face, and pay more attention to the hydration of their hands. Hand sanitisers are seen as a daily necessity, as people are paying more attention to hand hygiene since COVID-19.
Bar soap is considered a more sustainable option compared with bottled cleansers, but is a very niche category in Hong Kong. Brands such as Sabon, Aesop and L’Occitane have increased the number of SKUs and expanded their bar soap offerings.
Awareness of health and wellness amongst consumers is expected to remain even after COVID-19 has less impact, with more people focusing on mental wellness. With the intense and high-stress environment in Hong Kong, together with fast-paced lifestyles amongst residents, simple daily rituals that help relieve stress are expected to gain popularity.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Hong Kong, China 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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