Body wash/shower gel continues to be the main product type in bath and shower. Bar soap is being replaced with body wash/shower gel for its convenience with pump closure and product claims regarding skin moisturisation.
Subcategories with small shares in bath and shower showed rapid growth during 2018; namely intimate washes and bath additives. Intimate washes are becoming more relevant to local consumers and no longer solely used for medicinal purposes.
Brand diversity was evident during 2017 and 2018. While major players such as LG Household & Health Care Ltd, AmorePacific Corp and Unilever Korea Co Ltd still show dominance, the “others” share is growing through small to mid-sized brands which have adapted to consumers’ shifting tastes.
Chemical concerns continue to affect bath and shower, especially in talcum powder and liquid soap. Talcum powder faces an ongoing legal dispute globally, due to associations with ovarian cancer.
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This industry report originates from Passport, our Beauty and Personal Care market research database.