Competitive Landscape
Multinational Manufacturers Sustain Leadership through Broad Distribution and Trusted Brands
The competitive landscape for bath and shower in Sweden is moderately concentrated in 2025, with large multinational players and well-established grocery brands continuing to lead the category. Unilever Sverige AB held the leading position with a 12% retail value share, followed by Orkla Care AB and Henkel Norden AB, each with 11%.
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Overview:
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.
The Bath and Shower in Sweden report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Sweden?
- Which are the leading brands in Sweden?
- How are products distributed in Sweden?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Sweden - Category analysis
Key Data Insights
Value Growth Sustained by Trading up Despite Cautious Consumer Spending
Value Growth Sustained by Trading up Despite Cautious Consumer Spending
Refill Formats and Eco-Certifications Embed Sustainability across Price Tiers
Björk & Berries Flagship Reinforces Lifestyle Positioning of Bath and Shower
Premiumisation Set to Drive Value Growth as Volume Maturity Persists
Refill Expansion and Eco-Certifications to Consolidate Sustainability as Category Standard
Lifestyle Brands and Specialist Channels to Continue Driving Disproportionate Value Growth
Multinational Manufacturers Sustain Leadership through Broad Distribution and Trusted Brands
Grocery Retailers Led Sales as E-Commerce and Discount Stores Reshaped the Channel Mix
Beauty and Personal Care in Sweden - Industry Overview
Lifestyle-Driven Beauty Integrates Self-Care, Identity, and Aspirational Branding into Everyday Purchasing
Key Data Insights
Lifestyle-Driven Beauty Integrates Self-Care, Identity, and Aspirational Branding into Everyday Purchasing
Sustainability Becomes a Baseline Expectation across Formulations, Packaging, and Retail Models
The Digital Consumer Journey Reshapes Discovery, Validation, and Purchasing across Beauty and Personal Care
Affordable Premium and Pharmacy Brands Set to Drive Steady Market Growth
Lifestyle-Driven Beauty and Fragmentation Set to Sustain Dynamic Growth in Premium and Niche Categories
Omnichannel Retail and Digital Engagement Set to Remain Central to Category Growth
L'oréal and Key Distributors Sustain Leadership as Niche and Lifestyle Brands Gain Incremental Share
Beauty Specialist Retailers Lead Premium Categories Whilst E-Commerce Expands through Established Omnichannel Ecosystems
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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