Beyond Necessity: Global Bath and Shower Market Moves Upscale for Growth

Introduction

Scope

Key findings

Bath and Shower Market Overview

Necessity keeps recessionary impact at bay

Bath and shower shows steady performance within beauty

Asia Pacific leads but Latin America grows faster

Mixed retailers suffer as grocery stores expand reach

Category Review

Bar soap still cleans up

Bar soap sees a mixed picture regionally

Brazil and India drive bar soap sales

Shower gel growth but spend per capita still low in Asia Pacific

As bird flu threat fades liquid soap habit has a temporary slip

Hand sanitisers give liquid soap a whole new dimension

Italy and Brazil lead the world in intimate hygiene

Getting negative about bath additives

Talcum powder sales start to dry up in the West

Male grooming boosts bath and shower

Regional Review

Asia Pacific widens the gap from Western Europe

BRIC countries provide half of global value growth

Italy the biggest European market but Turkey leads growth

Italy may be biggest but facing stagnant per capita spend

Russia and Ukraine drive Eastern European growth

Summer heat wave followed by showers in Russia

US bath and shower sales decline drives North America down

Body wash/shower gel a success story for North America

Soap continues to lead Asia Pacific but showering on the rise

China sees innovation and cleanliness boost shower sector

Latin America witnesses strong hygiene rituals driving sales

Brazil: Intimate hygiene growth outstrips shower gel

Iran and South Africa see double-digit growth in 2010

Ups and downs in Australasia as habits change, but value is key

Competitive Landscape

Unilever consolidates its lead as competitors weaken

Battle of the soaps: Dove leads but Lux is growing faster

Private label makes progress in West

Key Innovation Strategies

Added value: Delivering more than cleanliness

Do more: Buy less?

Jumping on the natural bandwagon

Could green habits harm sales?

The scent of success

Future Prospects

Body wash/shower gel leads muted prospects for growth

More of the same, as developing regions drive future growth

BRIC countries continue to dominate

Opportunities and threats

Definitions

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