In 2021, bath and shower retail value sales remained at the same level as in the previous year when the category recorded an exceptionally dynamic performance as it benefitted from increased consumer time at home and heightened concerns over cleanliness and personal hygiene. This led some companies to apply intensive limited editions strategies, for example, regularly introducing product variants with different scents.
Body wash/shower gel did not experience major losses in 2020, and in 2021 its performance continued on a stable note in both volume and value terms. In value terms, body wash/shower gel and intimate washes were impacted by price inflation, while people were also looking for new, quality products to try out.
At the end of the review period, demand for basic bath and shower products remained mature, with many consumers looking for more interesting products that offer better performance and specific functions. Within body wash/shower gel for instance, there is a strong trend towards products that promise to address specific skin conditions such as dry skin and sensitive skin.
Over the forecast period, bath and shower is expected to see a stagnation in retail value sales. This is because the product area has reached saturation.
In response to advancements from private label brands, Biok Laboratorija recently withdrew its brands Rasa and Aras from retail sale, as part of the company’s efforts to focus on its leading brand Margarita. As such, the player launched Margarita Baltic expert line for bath and shower in 2020.
Chemist/pharmacies is expected to become more relevant in the retail distribution of bath and shower over the forecast period. This trend is reliant on the increasing interest in higher-priced, higher-quality brands with a functional skin-health positioning.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Lithuania 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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