Bath and Shower in India

PRE-COVID-19 PERFORMANCE

Popular natural skin care ingredients now present in bath and shower products

Consumers in India continued to embrace healthy lifestyles in 2019, which led to growing demand for natural and herbal bath and shower products. Consumers notably embraced herbal soaps in 2019 due to rising awareness of the potential ill effects of regular soap.

Body wash/shower gels benefits from growing popularity and the health trend

Body wash/shower gel continued to enjoy strong growth in popularity in 2019 due to rising availability and greater consumer exposure to these products. In addition to ease of use over traditional soaps, consumers also believe bar soap dries out the skin by stripping it of moisture due to the presence of sodium hydroxide.

Hindustan Unilever maintains outright lead in 2019 and launches new products

Hindustan Unilever maintained its outright lead in bath and shower in 2019 and extended it portfolio further through the launch of new variants. For example, the company introduced Liril body wash and bar soap variants with a strong freshness proposition.

2020 AND BEYOND

COVID-19 impact

Sales of bath and shower are now expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares favourably to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within bath and shower

The most affected products of the COVID-19 pandemic in 2020 are likely to be bar soap due to its role in preventing the spread of the virus and greater hand washing. However, liquid soap is likely to see the strongest surge.

Recovery and opportunities

In the wake of the COVID-19 pandemic, demand is likely to normalise in bath and shower value sales at constant 2019 prices to an extent by 2021. However, the population is likely to remain concerned about maintaining greater hygiene regimes and may well maintain more frequent hand washing over 2021.

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