Bath and shower is an already mature category with a high penetration rate in Portuguese households. Indeed, body wash/shower gel and soap, both bar and liquid, are basic commodities that are considered essential in everyday hygiene routines.
Intimate washes is projected to be the most dynamic category within bath and shower over the forecast period, albeit with growth coming from a relatively low base. Portuguese women, including young adults and teenagers, have become increasingly conscious of the need for intimate hygiene as an essential part of their personal care routines.
Sustainability has been a rising concern amongst Portuguese consumers, in particular younger generations such as Millennials and generation Z. They are expected to increasingly favour products that they perceive to be more ecological regarding the ingredients as well as the packaging.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Portugal 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 Portugal, 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 DefinitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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