Bath and Shower in Spain

PROSPECTS

No big changes on the pipeline

There were no big surprises for the Spanish bath and shower category in 2018. The category recorded a slightly better performance than the previous year, but only driven by the better performances of shower gels and intimate washes.

Natural trend to gain adepts

As seen in other European countries, consumers are increasingly worried about the ingredients and formulations of the beauty and personal care products they use. Although in other categories, such as deodorants, the importance of formulation is higher, this trend is rapidly being seen in other categories.

Spoiling consumers

As the Spanish economy recovers and with it the employment rate, which is expected to reach 13% in 2019 according to Euromonitor International estimates, Spaniards are likely to spend more money on spoiling themselves in their daily routines. Moreover, consumers are increasingly adopting a wider concept of beauty and they are increasingly interested about “beauty from within”.

COMPETITIVE LANDSCAPE

Colgate-Palmolive maintains its lead

In 2018, Colgate-Palmolive España remained the leader within bath and shower in Spain. The company operates with two brands, Sanex and Palmolive, although Sanex holds the higher value share.

Private label player Mercadona ranks second, but is losing ground to branded ranges as price gaps shrink

Mercadona is active in Spain with the brand Deliplus. The brand still benefits from its fair value-for-money reputation amongst Spanish consumers.

Ecological concerns driving sales

In 2018 Insituto Español launched the first shower gel packaged in a plastic bottle composed of up to 50% of recyclable plastic. This was the natural result of the company’s previous campaign to clear all the plastic from Malaga’s beach.

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