Overall, bath and shower posted a weaker performance in 2021 than it did in 2020. This was due to hand sanitisers and liquid soap registering a steep decline in value sales, after a surge in 2020 due to COVID-19 hygiene measures.
PZ Cussons retained its overall leadership of bath and shower in 2021 due to its strength in the largest value product of bar soap with a wide range of brands including Premier Toilet Soap, Joy Beauty Soap, and Imperial Leather. Nevertheless, Reckitt Benckiser Nigeria’s Dettol Soap strengthened its leadership of bar soap in 2021 due to being a medicated soap and therefore has an antibacterial positioning.
Overall growth in bath and shower was driven by the largest product, bar soap. Growth in bar soap was supported by strong competition, with consumers having an expansive range of brands to choose from across the spectrum, from more expensive value added-brands to low priced brands.
Bath and shower is expected to register moderate constant value growth over the forecast period, Growth will be supported by a growing population and urbanisation. Although the large majority of low-income consumers will stick to standard soap and economy brands, the introduction by manufacturers of brands with added value properties, will help to drive up value sales.
Bar soap will continue to be the key driver of bath and shower sales, especially as it is generally affordable. Greater sophistication within bar soaps is, however, expected to drive strong value growth.
Niche products such as bath additives and body wash/shower gel are also expected to perform well over the forecast period as the economy recovers. These products are generally luxuries and so perform well only in good economic periods.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Nigeria 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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