Bath and Shower in Switzerland

PRE-COVID-19 PERFORMANCE

Products with a natural positioning expected to drive growth

Similar to other beauty and personal care categories, the trend towards natural and gentle-on-the-skin products was also strong in bath and shower in 2019. 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.

Bath and shower growth moves into positive territory in current value terms

After four years of negative growth, bath and shower recorded marginally positive growth in 2019, mainly driven by the modest growth in liquid soap. Liquid soap saw stronger volume than current value growth in 2019, but unit price declined slightly as a result of falling production costs and increasingly foreign-made products.

Beiersdorf leads bath and shower thanks to cutting-edge products

Beiersdorf (Switzerland) continued to be the leading player in bath and shower in value terms in 2019, mainly due to its Nivea brand, which enjoys strong brand equity. The company is positioned as a manufacturer of high-quality and often cutting-edge products, with innovation expected to continue to be one of the company’s areas of strategic focus.

2020 AND BEYOND

COVID-19 impact

Sales of bath and shower are now expected to grow by 7% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the stagnation forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within bath and shower

Liquid soap will be the most dynamic product in bath and shower in 2020 in terms of value growth at constant 2019 prices, recording a very strong performance after the stagnation seen in the previous year. Washing or sanitising hands was recommended by the authorities as being one of the key ways of stopping the spread of COVID-19, with liquid soap taking in both antibacterial liquid soaps and hand sanitisers/gels.

Recovery and opportunities

Bath and shower as a whole, after the sharp upturn in demand in 2020, will experience a decline in 2021, before then seeing out the forecast period with relatively modest positive annual value growth rates at constant 2019 prices. A number of products, after seeing a boost to sales due to COVID-19 in 2020, will then decline in 2021.

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