Bath and Shower in Slovenia

PROSPECTS

Growth expected for premium products

In line with the economic upturn in Slovenia, consumers’ purchasing power is growing. In 2017, the decline in current value sales in bath and shower seen over the review period levelled off.

Changing consumer trends influence growth

The most dynamic current value growth was seen by bar soap in 2017, followed by intimate wipes. The former benefited from the increasing popularity of products perceived as more natural and closer to traditional products.

Body wash/shower gel sees new product developments

Driven by continuous demand for product innovation, body wash/shower gel remained the biggest category within bath and shower in 2017. New products focused on added functionality and combinations.

COMPETITIVE LANDSCAPE

Multinationals continue to dominate

Colgate-Palmolive Adria continued to lead bath and shower in value terms in 2017, although it saw a marginal share decline. Its lead can be attributed to its long-standing presence and recognised and trusted brand, with a leading portfolio within bar soap and other bath and shower categories.

Private label unable to maintain growth

Private label represented a reasonable value share in 2017, although it struggled to achieve growth in the last few years of the review period. This was due to strong marketing efforts by international companies and the greater visibility of these brands, whilst private label lines enjoy no such support.

Product innovation and marketing activities

The competitive landscape within bath and shower is not expected to witness significant change over the early forecast period. The dominance of multinational companies is expected to continue.

Files are delivered directly into your account within a few minutes of purchase.