Bath and Shower in South Korea

PRE-COVID-19 PERFORMANCE

Premium products continue to gain traction in 2019, liquid soap a popular gift item

Premiumisation was evident in the bath and shower category in 2019, and bath additives once again saw the strongest growth. Aesop, Santa Maria Novella, and other premium brands continued to gain popularity.

Products such as bath additives are promoted with specific positioning

The category continued to be dominated by a few leading brands, but increased demand for products with luxurious positioning boosted performance. Brands were promoting bath additives for different occasions, such as before sleep, after a long working day, or for romance, for example.

Japanese brands face boycott due to trade war

A boycott of Japanese products rose in 2019, due to the trade war between South Korea and Japan. Consumers willingly participated in boycotting Japanese brands, and Ai! It’s Clean was one target.

2020 AND BEYOND

COVID-19 impact

Sales of bath and shower are now expected to grow by 5% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 3% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within bath and shower

The preventative health trend is having a slightly positive impact on bath additives. This is the result of consumers being advised not to visit public baths in light of COVID-19.

Recovery and opportunities

As the impact of COVID-19 weakens and lifestyles gradually return to some semblance of normality, there is likely to be increased demand for feel-good/pampering products such as bath additives. Products sold as offering “de-stressing”, “indulgent”, or “relaxing” properties, such as bath additives and shower gels, should do relatively well consumers seek antidotes to anxiety.

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