The pandemic saw a shift within bath and shower away from relaxing and pampering and more towards a greater emphasis on the need for personal hygiene, in particular, the regular washing and disinfecting of hands. This resulted in a further shift away from the mature bar soap towards liquid soap, which experienced a surge in demand with the announcement of the lockdown in March 2020, particularly for antibacterial variants.
While recording lower growth rates compared to 2019, body wash/shower gel maintained healthy demand in 2020, benefiting from greater hygiene awareness and some substitution purposes if consumers could not access liquid soap. Unisex products within the category also appealed to Ukrainians with men's bath and shower declining, as households economised by purchasing products which could be used by entire families.
Evyap Trading Ukraine TOV retained its overall leadership of bath and shower in 2020, offering reasonably priced products Fax and Duru, while remaining focused on enhancing its competitive edge through innovations. Second-ranked Beiersdorf Ukraine gained notable value share, benefiting from first entry priority, and strong promotional support for its leading brand Nivea, including national television campaigns.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Ukraine 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 Ukraine, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Bath and Shower research and analysis database.
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