In 2018, sustainability remained a priority in bath and shower. Due to concerns about waste production and recyclability in the US, brands are investing in product and packaging innovations that suit new consumer tastes and also have a smaller environmental impact.
Similar to other beauty and personal care categories, the rise in demand for products that go beyond function to identify with consumers’ lifestyles has continued to be evident in bath and shower. Consumer tastes have clearly shifted towards favouring products with natural ingredients, which are sourced sustainably, and match the current fast-paced, active lifestyles; all of which generally incur higher prices.
In 2018, intimate hygiene expanded beyond the likes of heavyweights such as Procter & Gamble and Unilever. Having historically been overlooked in terms of innovation, edgier digital native brands have started to enter the space, causing disruption.
Of the major headlines in bath and shower in 2018, Johnson & Johnson’s ongoing talcum powder lawsuits stood out, as this could potentially be one of the largest class action lawsuits in history. News was made in late 2018, when a Reuters report was released alleging Johnson & Johnson was aware of asbestos being present in its talcum powder products since the 1970s.
In 2018, the ongoing revitalisation in bath and shower continued, as brands and retailers aimed to satisfy the aforementioned consumer demand for natural and innovative products. As beauty specialist retailers such as Lush and Ulta Beauty have become more popular in bath and shower, with an emphasis on wellness products, retailers featuring primarily mass products are aiming to capitalise on the recent expansion in bath products.
As men in the US are expanding their beauty routines and increasing their expenditure on grooming products, new brands and products are entering men’s bath and shower in order to capitalise on the increased demand. Brands such as Cremo and Harry’s have launched bath products, including body washes and bar soap, directly targeted towards men.
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This industry report originates from Passport, our Beauty and Personal Care market research database.