Due to the maturity of key product areas such as bar soap and body wash/shower gel, coupled with negative demographic trends, bath and shower is expected to experience a decline in volume sales and stagnant current value sales throughout the forecast period. Factors such as falling birth rates and ongoing migration out of North Macedonia contribute to a shrinking consumer base, resulting in fewer overall purchases.
After experiencing an initial surge in demand during the COVID-19 pandemic, the hand sanitisers category witnessed subsequent declines in 2021 and 2022, primarily due to subsiding volume demand. However, it is worth noting that the category is expected to experience only moderate decline.
The e-commerce channel is set to play a significant role in the growth of the bath and shower segment, with sales projected to double by 2027. This surge in e-commerce sales can be attributed to the continuous penetration of new and premium beauty and personal care brands, which are increasingly being offered by a growing number of online retailers.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in North Macedonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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