Bath and shower benefits from being considered a basic necessity by consumers. Rising disposable incomes over 2016-2018 led to changes in lifestyles, with an increasing number of consumers demanding better quality products with added benefits.
Body wash/shower gel led volume and value sales of bath and shower in 2018. Rising living standards and an increasing focus on daily hygiene support the high level of sales for this category.
Intimate hygiene increased its presence in 2017 and 2018, from a low base. Advertising for this category was almost non-existent in the past, which hampered growth, because consumers needed to be educated about the differences between such specialised products and general purpose products.
International players lead sales of bath and shower. Brands like Dove, Nivea, Fa, Palmolive, Protex and Avon are highly trusted by consumers, and innovations in products and packaging give them a considerable advantage over other mass brands.
Domestic manufacturers account for only a small share, and this is not expected to change during the forecast period, given the advantages that the multinational players benefit from in terms of brand name, consumer trust, availability, innovation and affordable prices. Domestic companies do not play a significant role because there is a lack of tradition of manufacturing these products in the country.
Private label increased its share in liquid soap in 2018, largely due to its being considered a commodity, for which consumers are not willing to pay high prices. In other categories, the share of private label decreased significantly in 2017 and 2018, as disposable incomes rose and consumers became more willing to pay for added-value branded products.
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This industry report originates from Passport, our Beauty and Personal Care market research database.