Bath and Shower

Bath and shower in Slovenia witnessed a slight return to volume growth in 2023, despite the weaker economic conditions. In 2023, household budgets came under further pressure due to persistently high inflation, with many consumers choosing to…

It was a dismal year for bath and shower in North Macedonia in 2023, with both constant value and volume sales falling. Inflation continued to be high and the continuing rising costs cut into players’ profit margins. A declining population also led…

Bath and shower in Serbia experienced robust growth in 2023, propelled by a significant surge in retail value sales attributed to high price growth. This inflationary trend notably impacted shower gels, where consumers encountered a plethora of…

In 2023, sales in bath and shower in Lithuania showcased strong results, with double-digit retail value growth.

2023 was a slightly better year for the bath and shower category in Latvia. In the aftermath of the COVID-19 pandemic, demand for soap has remained robust with many consumers continuing the habit of frequent hand washing. That being said, the ongoing…

Bath and shower registered both moderate volume and constant value growth in Georgia in 2023. Body wash/shower gel was the best performing product in terms of value and volume growth, outperforming other products significantly. That being said, bar…

In 2023, bath and shower in Estonia recorded solid double-digit retail value growth, while retail volume growth was positive in body wash/shower gel, hand sanitisers, intimate washes, intimate wipes and liquid soap.

While there was certainly a strong element of recovery from the decline seen a year earlier, the 2023 growth in the bath and shower category in current value terms was also a result of rising unit prices in this year. However, the performance also…

Demand for hand sanitisers continues to decline significantly over the course of 2023 as the influence of the COVID-19 pandemic on consumer behaviour continued to decline. As the sanitary situation has improved and the pandemic has officially come to…

In 2023, rising inflation continued to negatively impact consumer demand and curbed retail volume sales of bath and shower products in Bosnia and Herzegovina. The volume sales decline seen in body wash/shower gel dented the performance of the entire…

Baby and shower saw modest current value growth in the Czech Republic in 2023. Competition is traditionally intense amongst grocery retailers and drugstores, and consumers are strongly driven by promo deals and lower price points. The impact of…

Competition is intense among grocery retailers and drugstores in Slovakia. However, with an increasing number of discounters being established in the country these players are increasing value share. Lidl reached a total of 153 stores in 2023, which…

High inflation and declining purchasing power significantly influenced consumer purchasing decisions when it came to bath and shower products in 2023. The discounted pricing strategies of retailers such as Lidl and Aldi proved successful with these…

As inflation remained relatively high in 2023, many consumers turned towards private label for their bath and shower needs. Brands like Balea from dm and Cien by Lidl captured the interest of price-conscious consumers most affected by the…

Hand sanitisers had another very challenging year during 2022 as demand for these products continued to plummet during the post-pandemic era. Hand sanitisers were virtually unknown in Romania prior to the onset of the COVID-19 pandemic and sales…

After the unprecedented growth of hand disinfectants and liquid soap in 2020, sales of hand sanitisers fell significantly in 2021, although they remained much higher than before the COVID-19 pandemic. Consumer awareness of the need to take care of…

In the Voice of the Industry series, Euromonitor connects with industry professionals to explore trends and innovations. This report focuses on the beauty and personal care industry, drawing on a survey of 800 professionals working in beauty and…