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In 2019, bath and shower maintained a similar dynamic current value growth rate to that seen in the previous couple of years. Bar soap remained by far the dominant category in terms of value and volume sales.
In bath and shower, as in other categories, increasing demand for natural products has seen product innovation focus on natural, traditional, organic and less chemically harmful ingredients, in line with consumers’ interest in health and wellness. An increasingly informed population has led to growing demand for such products amongst middle- to high-income consumers, given concerns about their wellness.
Established international players continued to lead bath and shower in 2019. Unilever South Africa maintained the leading position overall in value terms, thanks to its leading position in both the largest categories, bar soap and body wash/shower gel, with well-known brands such as Lux, Sunlight and Lifebuoy.
Bath and shower is now expected to grow by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019, before the spread of COVID-19.
Although overall bath and shower is expected to see a slightly stronger value performance than previously anticipated in 2020, the impact is not expected to be equal across categories. The desire to maintain good hygiene to prevent the spread of the virus is expected to lead to particularly strong performances for liquid soap, which includes hand sanitiser, and bar soap.
Although bath and shower is expected to see a slight rise in demand due to COVID-19 in 2020, the direct impact is likely to be short-lived, with the growth rate returning to a more moderate increase in 2021. Nevertheless, the rate of growth is expected to pick up once again as the forecast period progresses, as the economy gradually starts to recover and as hygiene products are essential and likely to remain more important in consumers’ lives moving forward.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in South Africa with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Bath and Shower industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.
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Why buy this report?
This industry report originates from Passport, our Beauty and Personal Care market research database.
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.