Bath and shower has been one of the main beauty and personal care categories to benefit from COVID-19 as the advent of the pandemic triggered an increased interest in health and hygiene. This trend was carried from 2020 into 2021, even with the category recording boom in sales in 2020.
Driven by an increased focus on hygiene during the COVID-19 outbreak, liquid soap registered historically strong growth, greatly boosted by the emergence of hand sanitiser/gel products. By the end of 2020, hand sanitisers/gels accounted for a significant share of liquid soap sales after recording record triple-digit value growth.
In 2021, Colgate-Palmolive further cemented its position as the leading player in bath and shower, stretching its share lead over second ranked Beiersdorf (the only other player with double-digit share) and third-ranked Unilever Group (which has seen its share diminish from double-digit to single-digit over the course of the pandemic). Colgate-Palmolive has gained share thanks to successfully pinpointing consumers’ short-term shifts in purchasing needs and accordingly expanding its portfolio to meet demand.
The performance of bath and shower over the forecast period will depend on how much hygiene and cleanliness trends linger in the aftermath of the COVID-19 pandemic. On one hand, consumers may become laxer once the virus is less of a threat to their health.
The COVID-19 pandemic created an opportunity for local manufacturers to gain share by offering more affordable soaps and hand sanitisers/gels. Thanks to consumers becoming more aware of these local offerings, bath and shower is set to see rising consumer loyalty towards local brands over the forecast period, provided that local producers keep up with category trends and continue to drive interest by running promotional campaigns.
All leading players in bath and shower increased their online presence during the pandemic thanks to the interest demand for purchasing items via e-commerce. Grocery e-commerce players such as Arbuz.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Kazakhstan 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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