In the short to medium term, the effects of inflation and the cost-of-living crisis are expected to remain strong, along with the post-pandemic rebalancing, which will see many of the pandemic-boosted categories decline in the forecast period. Categories such as body wash/shower gel are expected to grow as consumers return to their normal lives, and are expected to favour showers over baths to save on household bills.
Refillables are expected to gain share in bath and shower, with both suppliers and consumers favouring such sustainable products – a trend that is expected to remain even in the face of increasing costs and reduced purchasing power. This shift is also likely to be fostered by the UK government, which in April 2022 introduced the Plastic Packaging Tax, applied to all national companies that produce plastic packaging or import packaged products in the country.
With consumers increasingly looking for better value in return for their purchases, as they cut both expenditure and the number of items purchased to reduce their footprint and costs, brands are introducing new innovative products that go well beyond cleansing by addressing specific consumer needs and preferences, such as particular skin conditions. The skinification trend has tipped into the bath and shower category, and is expected to shape it in the forecast period, as also seen from Euromonitor International’s Product Claims and Positioning data, that sees claims around products being “hydrating”, “nourishing” and “moisturising” dominating brands’ bath and shower product claims list.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in United Kingdom 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 United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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