Competitive Landscape
Unilever and Reckitt Benckiser Defend Share as Suu Balm Gains with Innovation
The bath and shower landscape in Singapore demonstrates a moderate level of concentration, with the leading companies holding a significant but declining combined retail value share. In 2025, Unilever Singapore Pte Ltd and Reckitt Benckiser (S) Pte Ltd together accounted for 27% of value sales, with Unilever at 14% and Reckitt Benckiser at 13%.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Singapore 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 Singapore, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in Singapore report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Singapore?
- Which are the leading brands in Singapore?
- How are products distributed in Singapore?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Singapore - Category analysis
Key Data Insights
Bath and Shower Summary
Solid Value Growth Is Maintained, with Premiumisation Evident
Body Wash/Shower Gel Leads as Mass Brands Capture Price-Sensitive Shoppers
Neutrogena and Dove Fuel Growth with Wellness-Driven Innovation
Watsons Expected to Shape Demand for Gentle and Affordable Solutions
Body Wash/Shower Gel Set to Maintain Its Lead, with Spa-Inspired Scents Driving Growth
Innovations in Sensitive Care Expected to Drive Growth
Unilever and Reckitt Benckiser Defend Share as Suu Balm Gains with Innovation
Beauty Specialists Outpaces Sales of Health and Personal Care Stores
Watsons and Guardian Digital Presence Drive E-Commerce Growth
The Shift Towards Dermatological and Experiential Formulations
Pioneering Launches in Clean and Sensory Beauty
Commercial Outcomes of Advanced Product Development
Beauty and Personal Care in Singapore - Industry Overview
2025 Developments
Key Data Insights
Steady Growth, Although Consumer Caution Is Evident, Particularly among Younger Consumers
Skin Care Remains the Largest Category, and Sees Growth as Premiumisation and Transparency Accelerate
Dior’S Natural-Origin Launch Raises Expectations for Clean Premium Beauty
Hybrid Product Launches to Drive Demand for Value and Function
Ingredient-Led Skin Care to Remain Important as Multifunctional Formats Surge
Clean Beauty and Ingredient Transparency Set to Boost Consumer Trust and Spending
L’Oréal and Procter & Gamble Sustain Lead as Product Innovation Drives Stability
Offline Retail Sustains Dominance through Convenience and Outlet Expansion
Tiktok Shop Fuels Rapid E-Commerce Expansion as Social Media Reshapes Discovery
Watsons Leverages New Brand Launches and Omnichannel Presence to Outpace Rivals
Clean Formulations and Scientific Validation Shape Development
Premium and Sustainable Launches Redefine Brand Offerings
Asian Entrants and Retail Strategies Intensify the Competition
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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