Executive Summary

Jun 2019
PROSPECTS
The affordability of bar soap explains its relevance

Despite the dynamism of body wash/shower gel and liquid soap, bar soap is predicted to remain the biggest bath and shower category in terms of value sales in the forecast period. The popularity of bar soap can be explained by tradition, but mostly by its significantly lower price per unit compared with liquid or gel products.

Bar soap multipacks gain relevance in modern grocery retailers

During 2018, bar soap multipacks had a higher presence on modern grocery retailers’ shelves. Most brands, regardless of their price positioning, increased their offer of multipacks, ranging from three- to six-unit packs.

Moisturising formulations and natural ingredients are common claims

During the review period, moisturising formulations and natural ingredients were popular claims within new launches in bar soap, liquid soap and body wash/shower gel. Examples include Kleenex Moisturising with coconut and almond cream, Palmolive Naturals Nutritious Fusion with almond oil and omega-3, and Savilé with aloe vera and avocado oil.

COMPETITIVE LANDSCAPE
Unilever de México diversifies its bath and shower portfolio with Rexona and Savilé

Unilever de México continued to lead bath and shower in value terms in 2018, thanks to its multi-brand strategy, which provides options for different consumer groups. Its brands within bath and shower include Zest, Dove, Camay and, more recently, Savilé and Rexona in bar soap.

Lactacyd launches an intimate wash for teens

During the review period, intimate hygiene evolved from brands offering just a couple of versions to brand lines with a wider offer and variety. For example, Saba intimate wash from Essity relaunched its product offer, with the new versions including V-Fresh and V-Nutritive.

Talcum powder is dominated by products for babies

The use of talcum powder in Mexico is more common for babies than for adults. This is why baby talcum powder brands accounted for the majority of value share in the category in 2018.

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Bath and Shower in Mexico

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Mexico with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bath and Shower industry in Mexico, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower in Mexico market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bath and Shower in Mexico?
  • What are the major brands in Mexico?
  • How are sales of private label products evolving?
  • What is the importance of intimate washes in the overall category context?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Bath and Shower in Mexico - Category analysis

HEADLINES

PROSPECTS

The affordability of bar soap explains its relevance
Bar soap multipacks gain relevance in modern grocery retailers
Moisturising formulations and natural ingredients are common claims

COMPETITIVE LANDSCAPE

Unilever de México diversifies its bath and shower portfolio with Rexona and Savilé
Lactacyd launches an intimate wash for teens
Talcum powder is dominated by products for babies

CATEGORY DATA

Table 1 Sales of Bath and Shower by Category: Value 2013-2018
Table 2 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 5 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 7 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 8 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Mexico - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care maintains growth, but sees a slowdown
Modern grocery retailers remains the leading distribution channel
Unilever de México reinforces its lead in beauty and personal care
Innovation remains a key competitive strategy in beauty and personal care
Beauty and personal care is expected to continue to grow

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources