The pandemic led consumers to be increasingly aware and more conscious of their health, striving to make lifestyle changes to live a healthier and longer life. More and more Singaporeans are exercising often, and even though gym closures were seen for a few months in 2021, consumers resorted to home workouts, outdoor exercise and walks in the park and around their neighbourhood.
Free hand sanitisers and disinfecting options are now readily available in shopping centres, restaurants, gyms, public transport, office buildings and more or less everywhere. The Singapore government has also carried out multiple initiatives and campaigns for the distribution of free hand sanitisers to all households in the country, and this undoubtedly led to a significant decline in retail volume sales of these products.
After a very impressive growth rate in 2020 due to the stockpiling trend and the adoption of more stringent hygiene routines amongst consumers, sales of liquid soap started to stabilise in 2021. This category is not expected to see extremely high growth rates like that seen in 2020, as consumers have now become used to the new normal.
Bar soap was already a declining category in Singapore, but saw growth in 2020 due to increased hygiene awareness and stockpiling amongst Singaporeans. As the fear of COVID-19 spread, and frequent hand washing was recommended, consumers sought to purchase bar soap, as this is seen as a cheap but viable alternative to liquid soap.
Sustainability remained a key theme amidst the pandemic, with many global and local players moving towards creating more sustainable products as consumer preferences and demands are shifting. Retailers and manufacturers have been increasingly looking for ways to minimise the use of plastics or eliminate them completely.
E-commerce became one of the few channels available to purchase bath and shower products during the lockdowns in 2020, and consumers continued to make purchases online even when restrictions were eased due to the convenience of online payment, home delivery, and to avoid crowded places and unnecessary social interactions. Consumers in Singapore are still cautious about spending too much time in public spaces such as crowded grocery stores, supermarkets and drugstores, as new COVID-19 variants such as Omicron have proven to be very contagious.
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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.
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 Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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