Following the monumental increases in volume and current value sales in hand sanitisers and in liquid soap in 2020, it was not surprising that sales reduced quite markedly in 2021 when compared with the previous year. Since the pandemic, a variety of new players have entered the UK market, such as INEOS, and even clothing retailer Zara now includes a hand sanitiser product as part of its Zara Home range.
Not only did new habits surrounding hand washing continue into 2021, but other routines that developed due to the living habits prompted by the pandemic carried on into 2021. For instance, bath and soap products were once again popular, whereas shower and shampoo products suffered.
Discounting in the categories of liquid soap and hand sanitisers returned to more normal, pre-pandemic levels in 2021. In 2020, discounting for these products was uncommon as demand was exceptionally high.
It is anticipated that current value and volume sales of hand sanitisers will continue to fall during the next five years; however, the extent of this decline will depend on the permanence of the new hygiene habits prompted by the pandemic, such as regular hand washing when travelling on public transport or upon entering a restaurant. Especially at the beginning of the forecast period it is expected that demand for hand sanitisers will remain strong, certainly at a much higher rate than was seen prior to the pandemic, as altered hygiene routines continue.
The great importance attached to natural and organic products in the minds of UK consumers has only strengthened following the pandemic, and UK buyers are more focused than ever on seeking out products and brands with these credentials. Indeed, within the bath and shower category, statements that products are natural or organic are already the most popular claims made by brands, according to Euromonitor International’s Product Claims and Positioning data.
In clear alignment with the trend for sustainability and environmentally-friendly products in the UK, one notable product development in 2021 was the growth of dissolvable soap products. Soap2o developed an offer of vegan powdered soap that is available in biodegradable sachets, simply requiring the addition of water, with two scents available to customers.
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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.
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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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