In 2020, bath and shower witnessed a surge in retail volume growth, and faster current value growth, compared with 2019. However, this was due to the performances of liquid and, to a lesser extent, bar soap, with the other categories posting sales declines.
COVID-19 spiked sales of hand wash disinfectants and sanitisers. As hand disinfectants are included in liquid soap, the category witnessed dynamic retail volume and current value growth in 2020, boosted by stockpiling in the early weeks of the pandemic.
Major multinational companies Unilever, Colgate-Palmolive, Henkel, Beiersdorf, Avon, L’Oréal and Procter & Gamble continued to lead a fragmented competitive landscape in 2020. These international players leverage wide distribution, reputations for high-quality products and investments in new products and marketing.
Bath and shower is expected to see an overall drop in retail volume and value (constant 2020 prices) growth in 2021. As the vaccination process is underway, the threat of pandemic is likely to fade in the short to medium term.
While less of a factor than in 2020, more frequent hand washing is predicted to persist in light of higher awareness of the importance of hygiene in terms of personal health and safety. This is predicted to have a positive impact on liquid soap sales.
As in other beauty and personal categories, lockdown and the closure of beauty specialist retailers, such as Drogas, encouraged a channel shift to e-commerce by Latvian consumers in bath and shower. Over 2020, beauty specialist retailers lost ground to physical retailers like drugstores/parapharmacies and chemists/pharmacies, which remained open.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Latvia 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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