Bath and shower recorded positive, if marginally slower, retail current value growth in 2019, compared with 2018, as consumers tried to maintain high standards of hygiene. The hot and dry summer in 2019 benefited body wash/shower gel and bath additives, which registered the highest retail current value and volume growth at the end of the review period.
Bath and shower witnessed many new product launches in 2019, particularly in intimate washes and body wash/shower gel. There was a growing variety of naturally-positioned intimate washes with higher percentages of plant-based ingredients, such as aloe vera, mallow and thermal water, as well as products with prebiotics and antibacterial properties.
Brands belonging to multinational players continued to dominate the landscape in 2019, supported by an established presence and new product development. Società Italo Britannica L Manetti - H Roberts & C and Unilever Italia.
Sales of bath and shower are now expected to grow by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected marginal decrease forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Over 2020 as a whole, a much improved growth performance at 2019 constant value prices is expected, compared with the forecast during research conducted at the end of 2019 before the spread of COVID-19. Bar soap, liquid soap and intimate washes are predicted to see healthy demand through the year as consumers are increasingly aware of the importance of personal hygiene and preventative health.
A positive retail value CAGR at 2019 constant prices is expected over the forecast period. However, the strong growth projected for 2020 as a whole is likely to slow as consumers return to pre-COVID-19 shopping behaviour as restrictions ease.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bath and Shower research and analysis database.
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