Bath and Shower in the United Kingdom

PROSPECTS

Self-care and holistic wellbeing extends to bath and shower

Consumer demand for indulgence has boosted the bath and shower category. Built around the concept of creating a luxurious spa experience at home, demand is focused on products that help consumers escape their modern hectic lifestyles, unwind, and lighten their overall mood.

Fun fragrances and formats invigorate the category

As British consumers shift away from bathing purely for hygiene purposes, they are searching for more playful products, including exciting scents and varied textures and formats such as oils, foams, bath bombs and salts. Everyday mass brands from Imperial Leather to Dove have launched shower mousses, which have gained popularity over the last year, whilst we are also seeing the entrance of smaller niche players such as BOD (Body on Demand) that offer Prosecco and Mulled Wine scented bath salts.

Ethics and sustainability will become a focal point

Demand is increasing for natural and ethical bath and shower products, both in ingredients and packaging. As a result, some consumers are switching back from liquid soap to traditional bar soap, to avoid further plastic waste.

COMPETITIVE LANDSCAPE

Unilever leads bath and shower followed by PZ Cussons

Unilever continues to lead the bath and shower category with leading brands Dove, Radox and Lynx, whilst losing some value share to other competitors. PZ Cussons maintained second position despite also experiencing a sales and share decline in 2018; the sales decline was partially offset by new launches Original Source and Imperial Leather shower mousse.

Indie brands on the rise

The “others” category within bath and shower grew significantly in 2018 as an influx of niche and indie brands entered the market in recent years, including BOD and Verdant Alchemy, whilst existing cult brands such as Korres Natural Products also performed well. As a natural extension of the trend seen in skin care and colour cosmetics, we can expect to see more niche brands emerge over the forecast period, with a number of these brands targeting a millennial and Generation Z audience.

Premiumisation, a much needed strategy for mass brands

Facing increased pressure from premium and indie brands, some mass brands are taking the opportunity to premiumise through novel concepts, which enhance perceptions of quality beyond price tag and a “luxury” label. Radox, for example, extended its portfolio, launching a “Me-Time” range with value-added benefits such as skin care, luxurious scents and even natural variants.

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