Bath and Shower in Spain

PROSPECTS

Searching for an experience

Mimicking what has already been seen in other EU countries, Spanish consumers are increasingly demanding products which allow them to enjoy a luxurious wellness bath and shower experience at home. As bathing is not popular in Spain, this luxurious experience is provided by body wash/shower gel, the largest category within bath and shower, in which the bulk of innovation is concentrated.

Not such a gloomy future

In Spain, the usage of bar soap is increasingly marginal. This is because Spaniards are looking for convenience, and there is a common belief that bar soap is not convenient either for showering or for washing hands.

Large formats set to come to an end?

Traditionally, the formats of shower gel available in Spain are larger than those found in neighbouring countries. This is linked to the mild average temperature and the high temperatures in the summer months, which mean Spaniards often take showers more than once a day.

COMPETITIVE LANDSCAPE

Colgate-Palmolive España maintains its lead

In line with the review period, Colgate-Palmolive España maintained its lead in bath and shower in value terms in 2017. The company remained strong despite a rumour regarding the possibility of it being acquired by a competitor.

Private label remains important

Private label ranges still account for an important share of sales within bath and shower in Spain. Within private label, it is still the brand Deliplus, from the largest local supermarket chain Mercadona, which accounts for the highest sales.

Premium ranges

The importance of premium products in bath and shower is limited. The premium brands available in the market are either extensions of fragrance lines or pharmacy products for special skin types.

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