Having surged by more than two-fifths during 2020, retail constant value sales (2021 prices) of bath and shower exhibited a modest decline in 2021 but remained well above their pre-pandemic level. During 2020, the pandemic was the main driver of growth, as it made many local consumers much more conscious of personal hygiene.
Body wash/shower gel remained the dominant category in bath and shower in value sales terms during 2021. Brands frequently launch new variants, including products containing superfoods as ingredients, as consumers seek to incorporate a ‘treat’ or a holistic wellbeing experience into their daily routines.
There were no surprises in terms of the top-ranking players in bath and shower in 2021. Colgate-Palmolive España SA retained the leading position, with such well-known brands as Sanex, Neutro Balance and Palmolive.
Retail constant value sales of bath and shower will decline during the forecast period as a whole, with declining demand for hand sanitiser as the threat of COVID-19 continues to ebb set to be the main driver of this. With consumers in Spain becoming more concerned about hygiene as a result of the pandemic and following the advice from authorities to maintain a regular handwashing regime, retail constant value sales of liquid soap and bar soap will continue to grow during the forecast period.
Inflationary pressure is set to mount in Spain during the early part of the forecast period, and while this is unlikely to have a significant negative effect on demand for bath and shower (as many products in this category as regarded as essential by most consumers), it could lead a growing number of them to substitute private label for brands. As the leading purveyors of private label in bath and shower, modern grocery retail chains Mercadona and Carrefour are particularly well placed to benefit from this trend.
In general, sustainability will play a much more important role in bath and shower during the forecast period, particularly for younger consumers. They will increasingly favour brands that they perceive as sustainable, in terms of both their ingredients and their packaging.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Spain 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 Spain, 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.
This report originates from Passport, our Bath and Shower research and analysis database.
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