Competitive Landscape
Leading Companies Sustain Market Share Amid Moderate Concentration
The bath and shower category in Ireland in 2025 is fairly concentrated, with a few leading manufacturers holding significant shares. Unilever Ireland Ltd holds the largest share at 28%, having demonstrated stability and slight growth over the 2020 to 2025 period, where its share fluctuated between approximately 27% and 29%.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Ireland 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.
If you're in the Bath and Shower industry in Ireland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in Ireland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Ireland?
- Which are the leading brands in Ireland?
- How are products distributed in Ireland?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Ireland - Category analysis
Key Data Insights
Bath and Shower Summary
Premiumisation Drives Steady Growth Amid Economic Pressures
Intimate Hygiene Records Fastest Growth While Body Wash/Shower Gel Holds Volume and Value
Irish Brands Embrace Skincare Ingredients and Social Media for Growth
Premiumisation and Value Growth to Drive Rising Category Revenue
Intimate Hygiene to Surge While Bar Soap Experiences Volume Decline
Irish Consumers to Embrace Sustainability and Neuroscents for Premium Wellness
Leading Companies Sustain Market Share Amid Moderate Concentration
Supermarkets Lead with Broad Availability While E-Commerce Gains Ground
Digital Retail Expansion Drives Category Growth and Competitive Evolution
Beauty and Personal Care in Ireland - Industry Overview
2025 Developments
Key Data Insights
Steady Growth Driven by Prevention, Clean Innovation and Digital Shifts
Skin Care Leads Value Share While Colour Cosmetics Show Rapid Growth
Clean Reimagined and Longevity Surge as Beauty Norms in Ireland
Lifestyle-Driven Beauty Shapes Consumer Choices and Innovation Pathways
Consumers to Prioritise Prevention and Gentle Efficacy Driving Steady Value Growth
Brands to Align Innovation with Lifestyle Habits to Deepen Consumer Engagement
Retailers and Brands to Evolve Strategies to Capture Shifting Consumer Priorities
Leading Manufacturers Adapt to Shifting Consumer Preferences While Maintaining Dominance
Mass and Premium Players Innovate with Targeted Strategies to Capture Evolving Demand
Grocery Retailers Maintain Dominance While E-Commerce Accelerates Growth
Discounters and Beauty Specialists Grow by Targeting Value and Specialised Needs
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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