Unlike many other product areas within beauty and personal care, bath and shower will witness slowed current value growth, rather than current value decline. Overall, bath and shower will be the least impacted by the COVID-19 pandemic due to the product areas essential positioning.
Most product areas within bath and shower have continued to perform well throughout 2020. Bath and shower products are considered by consumers to form part of an important defence against infection, and liquid soap in particular is benefiting from the impact of the COVID-19 pandemic.
Bath and shower will remain dominated by multinational brands and companies in 2020, with some presence of regional players from around the Balkans. Alkaloid AD Skopje is the only significant domestic company active in bath and shower, with a few others maintaining minimal presence.
Bath and shower will continue to see stable growth over the duration of the forecast period, with the COVID-19 pandemic seemingly having no drastic impact on the product area. Growth will mainly be bolstered by product innovations surrounding the sudden raised hygiene concerns.
Over the forecast period, leading players that increased their value share in 2020 are expected to continue performing well thanks to their superior distribution networks. It is also expected that leading players will attempt to mitigate the negative impact of migration by increasing investment in products with value-added benefits such as antibacterial properties, anti-allergens, and all-natural ingredients.
E-commerce is expected to continue perfuming well over the duration of the forecast period as many who discovered the channel in 2020 will not likely migrate back to store-based retailing. Moreover, more supermarkets and hypermarkets are expected to expand to e-commerce in the years to come.
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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.
This report originates from Passport, our Bath and Shower research and analysis database.
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