Bath and Shower in Spain

PRE-COVID-19 PERFORMANCE

Volume growth is hampered by weaker economic conditions but consumers increasingly seek natural ranges

In 2019, little change was observed in the volume growth rates of bath and shower categories. Low overall growth continued to be driven by the better performances of body wash/shower gel and intimate washes and wipes, although these categories saw decelerating growth rates.

Temperatures in Spain and increased participation in sports support sales growth in body wash/shower gel

Body wash/shower gel remains the largest category in value terms among all bath and shower products in Spain. Brand ranges frequently launch new variants, including products containing superfoods as ingredients, as consumers seek a “treat” or a holistic wellbeing experience in their daily routines.

Private label narrows the share gap with brands

There were no surprises in terms of the top-ranking players in bath and shower in 2019. Colgate-Palmolive España SA retained the leading position, operating with two well-known brands in its wider portfolio, Sanex and Palmolive.

2020 AND BEYOND

COVID-19 impact

Sales of bath and shower are now expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected marginal rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within bath and shower

With consumers in Spain becoming more concerned about hygiene as a result of the COVID-19 pandemic and following the advice from authorities to maintain a regular hand washing regime, sales of liquid soap and bar soap have surged in 2020. With stocks of liquid soap running out intermittently, consumers have purchased bar soap to wash their hands at home.

Recovery and opportunities

The performance of bath and shower in the forecast period is expected to be much more positive than in the review period due to the stronger growth rates of liquid soap and bar soap as consumers continue to be concerned about hygiene. After 2020, the growth rates of these categories will start to wane, however, causing bath and shower overall to see gradually slowing growth rates over the course of the forecast period.

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