Bath and Shower in Slovenia

PROSPECTS

Growth expected for premium products

While mass brands dominate this category, premium brands were more dynamic in 218. Average unit prices rose across the category as consumers became slightly less price sensitive in line with improvements in the economy and their disposable incomes.

Changing consumer trends influence growth

The most dynamic current value growth was seen by intimate wipes in 2018 followed by bar soap. The latter benefited from the increasing popularity of products perceived as more natural and closer to traditional products.

New product developments characterise body wash/shower gel

Driven by continuous demand for product innovation, body wash/shower gel remained the largest category within bath and shower in 2018. Products continued to focus on added functionality and combinations with shower gels claiming moisturising, nourishing and energising functions, containing various creams and oils.

COMPETITIVE LANDSCAPE

Multinationals continue to dominate

Colgate-Palmolive Adria continued to lead bath and shower in value terms in 2018. 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.

Product innovation and marketing activities

Bath and shower is characterised by multinationals with the competitive landscape not expected to witness significant change over the early forecast period. New product developments will mostly lead to marginal share changes, whilst visible promotions, shelf positioning and wide distribution and availability will be the key factors resulting in behavioural changes.

Private label unable to maintain growth

Private label continued to grow in 2018 despite the stronger marketing efforts by international companies and greater visibility of their branded products. In terms of differentiation, premium products are focused more on gift packaging and target higher-income groups.

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