Bath and shower is expected to display steady growth in constant value terms (2002 prices) over the forecast period, with the key subcategories of body wash/shower gel and liquid soap both seeing an improved performance. Alongside (modest) population growth, this will be driven by a strong sport and exercise trend, alongside a gradual shift towards more affordable premium alternatives, with brands such as Rituals, Molton Brown, Aesop, and Byredo seeing wider distribution in beauty and personal care retailers.
The remaining subcategories are expected to display a mixed performance with both bar soap and body powder, struggling to see any real growth in value terms. Body powder is a very product area in Sweden and is considered artificial and old-fashioned by the vast majority of consumers.
Demand for hand sanitisers is expected continue to fall, with volumes sinking to below those registered prior to the outbreak of COVID-19. Despite consumers having become significantly more aware of the need for effective hygiene regimes and of the potential benefits of the regular use of hand sanitisers, they will remain a much less popular alternative to liquid soap.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Sweden 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 Sweden, 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.See All of Our Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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