During the pandemic, home seclusion led bath and shower to see healthy growth, especially bath additives. Quality time in the bath became important, and the long-standing leader Lush was no longer the only player driving sales in the category.
Hand sanitisers and liquid soap both saw spikes in their sales in 2020 due to the outbreak of COVID-19. However, in 2021 a completely different situation was witnessed for these two categories.
Local players are doing well in bath and shower. Out of the top five players in 2021, four were local.
Premiumisation will be even more important in bath and shower in the forecast period. Even for mass brands, some parts of their marketing will include a premium aspect, for example scents that are a homage to premium fragrances, or include ingredients that can benefit the skin and general health.
Body powder’s biggest consumer base was previously babies. However, it is no longer used as a common nursery item.
Body wash/shower gel leads bath and shower in terms of value sales, and is expected to continue to lead over the forecast period. With COVID-19, people were reluctant to go to public saunas and spas, where they would exfoliate to achieve smooth skin.
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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.
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 Korea, 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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