Bath additives saw significant growth in 2018, benefiting from the growing convenience trend, as consumers sought out means of relaxation and rejuvenation. Products with added benefits, such as skin hydration and scent, performed well in 2018, as did body scrubs.
Shower gels was the category that witnessed the most innovation and new product deployment in 2018, driving category sales. Palmolive Aroma Sensation introduced two new variants in shower gel – Just Fabulous and So Luminous – in 2018, with both products containing oils and with well-designed plastic packaging.
Products from small local manufacturers grew in popularity in bath and shower in 2018, benefiting from quickly expanding distribution networks, despite failing to negotiate deals with the major retail chains thus far. A rising number of consumer recommendations have made brands offering locally sourced, hand-made products more visible, and marketing expenditure is expected to be increased over the forecast period.
Product innovations are increasingly favouring cross-category features, such as skin moisturisation or regenerative effects. For example, Dove, from Unilever Slovensko, has rebranded and reformulated its shower gel portfolio improving hydration, thanks to its 25% moisturising cream content.
Retailers were active in terms of innovating in their private label portfolios in 2018, but despite this, the overall share of private label products was static in 2018, due to strong competition from established brands, which benefited from marketing support. Kaufland Slovensko, one of the largest grocery retailers in Slovakia, entered the beauty and personal care industry with the introduction of its private label Bevola.
Products that take inspiration from other industries are increasingly visible in bath and shower in Slovakia. For example, Nature Box by Henkel Slovensko was launched in the second half of 2018, using product claims popular in other industries, for example packaged foods and soft drinks, such as vegan, made using natural cold-pressed oil, and free from artificial colourants.
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This industry report originates from Passport, our Beauty and Personal Care market research database.