In 2020, bath and shower recorded robust retail current value growth as a result of the outbreak of COVID-19. This category received a sales boost primarily due to the health and hygiene concerns and the focus on personal hygiene associated with the effort to prevent the spread of COVID-19 in Hong Kong.
In 2020, responding to the pressures of the COVID-19 pandemic, there was an increased focus on antibacterial claims from both a supply and a demand perspective. Consumers tended to prioritise products with identifiable antibacterial and antiviral properties in 2020 as a preventative measure against COVID-19 infection.
Unilever remained the overall leader in bath and shower in 2020 thanks to the combined strength of its Dove and Lux brands. Dettol, however, was the leading brand in the category led by Reckitt Benckiser HK Ltd.
Over the forecast period, bath and shower is projected to undergo a period of normalisation as vaccine roll out and the global response to the pandemic gradually reduces the threat of COVID-19 in Hong Kong. As such, the overall current value growth rate will drop considerably in 2021, as consumers work through their existing stocks of personal hygiene products.
Over the forecast period companies in bath and shower are expected to be more active online as the COVID-19 pandemic has accelerated the shift towards digitalisation and consumers in Hong Kong are increasingly connected through smartphones and the internet. Although physical retail still accounted for the majority of bath and shower distribution during the COVID-19 pandemic, e-commerce recorded a considerable increase in its value share of bath and shower.
Bath and shower products made with botanical, organic or all-natural ingredients and positioned as having added-value functional benefits will continue to gain popularity in Hong Kong in the forecast period. Fuelled by the health and wellness trend, especially in the wake of COVID-19, demand for such products was especially strong in body wash/shower gel.
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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.
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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