Sales of bath and shower grew by 7% in 2020, compared to flat-rate growth in 2019. As such, the outbreak of COVID-19 in the country encouraged higher sales of bath and shower products, especially as consumers had a heightened interest in health and hygiene, with many increasing their frequency of handwashing and bathing in a bid to remain safe from the virus.
With consumers spending more time at home and focusing on relaxing activities during the stressful period of COVID-19, an increased performance for bath additives was noted. This saw bath additives move from flat-rate growth in 2019 to positive growth of 4% during 2020.
As bath and shower products became increasingly popular during 2020, the number of new brands in the market rose. This was not only seen in product areas like hand sanitisers, but also in bar soap and bath additives, with e-commerce also boosting sales through widen their product offerings and appealing to consumers through being a safer form of retailing.
Following an uplift in value growth in 2020, due to stockpiling and heightened concerns surrounding health and hygiene, 2021 is set to record a value decline. This will be particularly marked in liquid soap and bar soap, both of which recorded uncharacteristic high levels of sales in 2020.
Private label had a relatively high level of penetration in Swiss bath and shower, and products benefited from increased price sensitivity in 2020. This is set to continue into 2021, as the COVID-19 outbreak will continue to impact consumers buying habits.
Similar to other beauty and personal care categories, the trend towards natural and gentle-on-the-skin products is set to grow across the forecast period. Increased awareness of the many different chemicals in their everyday lives has led Swiss consumers to look for bath and shower products that contain ingredients that are not harmful to their skin.
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This report originates from Passport, our Bath and Shower research and analysis database.
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