In 2018, bath and shower remained one of the most dynamic beauty and personal care categories in terms of innovation and frequent key new launches. These two factors positively impacted the prospects for growth for the category, as consumers remain highly engaged when it comes to purchasing newly launched and improved bath and shower products.
Bath and shower categories enjoyed some of the fastest and most convincing growth rates within beauty and personal care in 2018. Although remaining solid, growth is set to slow down in volume terms, due to the anticipated lower demand triggered by negative demographic trends.
In 2018, intimate hygiene (more precisely intimate washes) saw the best current value growth in bath and shower; albeit the size of this category remains small. As a result, its strong growth in 2018 had little impact on the performance of overall bath and shower.
Colgate-Palmolive Co led bath and shower and saw strong growth in its value share in 2018. This growth and the company’s robust position in the Macedonian market was due to the significant value growth and market strength of the company’s Palmolive brand portfolio in bath and shower.
Unilever Group ranked second within bath and shower in 2018, which derived from the company’s significant Dove brand portfolio in bath and shower. The company is also one of the vanguards when it comes to innovation and frequent key new launches, although its bath and shower brand portfolio was rather static in terms of key new launches in 2018, and the company saw a minimal decline in its value share.
With the exception of ninth-ranked Alkaloid AD Skopje, all other leading companies and brands competing in bath and shower in 2018 were international, with some presence of regional companies and brands originating from the Balkans, particularly former Yugoslavia. A few other domestic companies have low significance and maintain a minimal presence in the category, whilst the rest are almost exclusively international.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in North Macedonia 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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