Bath and Shower in Switzerland

PROSPECTS

Products with a natural positioning expected to drive growth

Similar to other beauty and personal care categories, the trend towards organic products was also strong in bath and shower in 2018, with Swiss consumers increasingly focusing on organic ingredients and gentle formulations. Increased awareness of the many different chemicals in their everyday lives has led Swiss consumers to look for bath and shower products which contain ingredients that are not harmful to their skin.

Price pressure expected to hamper sales

Bath and shower is expected to continue suffering from aggressive promotional activities, which are characteristic of the category and are likely to hamper the growth of the category in current value terms over the forecast period. Body wash/shower gel, the largest category in value terms, will be particularly impacted by the intense promotional climate that prevails at retail level, which includes price discounts and buy-one-get-one-free deals, as well as promotional pack sizes.

Only weak growth is expected over the forecast period

Due to already strong penetration, bath and shower is predicted to see only weak current value growth over the forecast period. Within the category, bath additives is projected to see the best performance over the forecast period, as natural ingredients are offered in these products, which help to detoxify the body whilst relaxing the mind.

COMPETITIVE LANDSCAPE

Beiersdorf (Switzerland) leads bath and shower thanks to cutting-edge products

Beiersdorf (Switzerland) remained the leading player in bath and shower in value terms in 2018, after it took the lead from Unilever Schweiz in 2017. The company is positioned as a manufacturer of high-quality and often cutting-edge products.

Unilever Schweiz remains in second place despite a declining share for Rexona

Previous leader Unilever Schweiz maintained second position in bath and shower in value terms in 2018, after losing its lead to Beiersdorf in 2017. The company saw a gradual but constant decline in its share from 2016 – seeing declines in its actual sales over 2016-2018.

Private label has its say in bath and shower

Switzerland is the world's most developed market for private label in terms of penetration, and this is also true for bath and shower, in which such products accounted for a significant, although slightly declining, value share in 2018. Over the forecast period, it is expected that private label will continue to enjoy a strong presence in bath and shower, thanks to its competitive prices, which allow consumers to make savings on their grocery bills.

Files are delivered directly into your account within a few minutes of purchase.