Bath and shower has been the only category to generate positive sales growth in real terms in 2020, a direct result of the COVID-19 crisis. The surge in demand for these products has been driven by consumers paying increased attention to compliance with hygiene rules.
Hand sanitisers are clearly the story of the year in Poland, with the explosion in demand for these products driving high double figure sales growth within liquid soap. The start of the pandemic saw panic buying, underpinning a steep uptick in pricing.
E-commerce sales of bath and shower saw solid growth in Poland in 2020, although the channel remains underdeveloped by comparison to other regional countries. The uptick in demand was wholly related to restrictions on movement and retail introduced by the government and the progressive isolation of people at home.
Growth in bath and shower is set to slow in 2021 following the dynamic gains seen in 2020, but is still set to be stronger than 2019. The virus continues to linger in Poland, and consumer anxiety about the virus will underpin demand for hand sanitizers and antibacterial bar and liquid soaps.
Demand for natural and sustainable products have been emerging for some time in Poland’s bath and shower category, but the pandemic has seen this trend accelerate. There is a widely held perception that anything other the most ‘natural’ ingredients may undermine immune systems, and the consumption of any bio or green consumer good will deliver a better outcome in terms of health.
Convenience driven trends will shape sales of bath and shower over the forecast period, especially in Poland’s burgeoning tier one cities. Polish consumers, especially in the key Gen Z and millennial bases are less likely to take baths rather than showers.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bath and Shower research and analysis database.
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