There has been a revival in bath and shower in New Zealand, due to the increasing popularity of premium bar soap. The use of modern formulations, artisanal manufacturing, and natural ingredients are helping this category regain its position as a part of personal hygiene routines.
In the wake of the pandemic, heightened health awareness has led to greater consumption of products linked to personal hygiene, including hand sanitisers and intimate hygiene. However, this has also highlighted the wealth and income disparities among low socioeconomic groups that are still unable to afford these products.
For the majority of the pandemic, New Zealand enjoyed low virus levels. However, a spike in cases in the second half of 2021 led to a lockdown in the August, resulting in home seclusion.
Pre-pandemic, New Zealand met demand for hand sanitisers through imports and local products from a limited number of manufacturers. However, the situation in the country has changed radically since the outbreak of COVID-19.
New Zealanders are becoming increasingly aware that ethical consumption is an integral part of responsible social and environmental behaviour. It is an effective means by which they can contribute to social, environmental and animal welfare causes.
An increasing number of consumers are choosing to replace mass-produced bath and shower products with organic alternatives, and often purchase these options to avoid exposure to artificial and potentially harmful chemicals. Organic products are perceived as natural, healthier, and safer for families.
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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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