Historically, South African consumers concerned about sanitising prefer bath and shower products with a stronger hygiene positioning such as Dettol and Savlon over beauty-based options such as Lux. This has been in large part due to consumers preferring products that claim antibacterial benefits.
Bath and shower products tend to be stable repeat purchases, where South Africans are more willing to switch between brands based on price and availability. These preferences and the fact that bath and shower purchases such as bar soap are often already well-known and offer established brands mean that consumers are more likely to engage in online shopping for these types of products as opposed to products with a more personal nature such as fragrances and colour cosmetics.
The need for hand sanitisers during the pandemic caused a surge in demand, with constant hand washing and stringent hygiene routines having a negative impact on consumers’ skin. This has led to innovation within the category by a number of brands focusing on hand sanitisers that clean and sanitise the hands but do not leave them feeling dry and irritated.
“Hero” products such as bar soap and hand sanitisers witnessed strong demand during the pandemic due to heightened hygiene awareness. However, retailers continued to engage in pricing discounts and promotions in these categories as they were aware of the demand and used these promotions as a tool to drive foot traffic and sales to their stores.
COVID-19 led to a significant focus on health and wellness, with many consumers realising the importance of good self-care routines to take care of their skin and overall wellbeing. The increased focus on health and wellness has created more conscious consumers who are now placing a greater focus on their environmental impact.
The pandemic led to a strong focus on many bath and shower products, primarily driven by hygiene and health concerns. Liquid soap, bar soap and hand sanitisers became increasingly important.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in South Africa 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 South Africa, 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 DefinitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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