Retail volume sales of hand sanitisers doubled in 2020 following the outbreak of COVID-19 with consumers rushing to stock up on hygiene products to protect themselves and their family from the virus. However, after the extraordinary growth seen in 2020 hand sanitisers witnessed a more stable performance in 2021, albeit with the category still registering double-digit growth in both retail volume and value terms.
Similar to hand sanitisers, bar soap and liquid soap both saw inflated demand following the outbreak of COVID-19 in 2020 with consumers advised to wash their hands with greater frequency. Likewise, both categories also saw slower growth in 2021 as Uruguay rolled out its vaccination programme and fears around COVID-19 softened slightly.
Body powder registered a return to growth in retail volume terms in 2021 having seen sales contract in 2020. The use of body powder is often associated with physical activity and social routines, with it being seen as a good way to stay dry and fresh, especially during the warmer spring and summer months.
E-commerce witnessed dynamic growth in bath and shower in 2020 and 2021 and the channel will likely continue to gain share over the forecast period. This is likely to be driven by leading chains of drugstores/parapharmacies and supermarkets/hypermarkets such as San Roque, Farmashop or Disco.
Over the forecast period hand sanitisers is projected to see a gradual decline in retail volume terms with this being linked to an expected easing of the pandemic. Uruguay’s vaccination campaign has been successful and this will impact negatively on demand for hand sanitisers demand, with vaccinated consumers generally feeling more protected and less inclined to use these products.
Colgate-Palmolive Inc SA and Unilever del Uruguay SA have an almost unassailable lead in bath and shower and both players are likely to continue investing in new product development to stay ahead of the competition. Nonetheless, with consumer price-sensitivity remaining high because of rising rates of inflation, the leading multinationals will likely be forced to continue offering discounts and promotions to boost sales and to improve their value share.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Uruguay 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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