Bath and shower is one of the beauty and personal care categories to benefit from the COVID-19 pandemic in 2020 due to the more urgent importance of robust personal hygiene habits to prevent infection from the COVID-19 virus during the global health crisis. Furthermore, the South Korean government placed strict restrictions on the use of public saunas and steam bath rooms during the COVID-19 pandemic, which prompted many consumers to increase their expenditure on bath and shower products to use at home.
The outbreak of the COVID-19 virus in South Korea highlighted the importance of handwashing as a preventative measure against infection. This led to a dramatic annual increase in sales of liquid soap, including hand sanitiser gels.
Products in bath and shower positioned as home spa products, such as those in bath additives and some body wash/shower gel products, saw demand boosted by the growing self-care trend in 2020. The stress of the COVID-19 pandemic and the closure of saunas and spas around the country prompted many consumers to attempt to soothe and relax themselves at home using products in bath and shower.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bath and Shower research and analysis database.
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