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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.
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.
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.
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.
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.
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.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Switzerland with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Bath and Shower industry in Switzerland, our research will save you time and money while empowering you to make informed, profitable decisions.
The Bath and Shower in Switzerland market research report includes:
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This industry report originates from Passport, our Beauty and Personal Care market research database.
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.