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

Strategy Briefing

About This Report

Mar 2012

The steady global progress of the bath and shower category masks more dynamic growth in developing regions. Latin America, in particular Brazil, will continue to be the category’s growth story. Changing hygiene habits are placing the emphasis on showering, with a corresponding contraction in bath-related products. Across the board, innovation will be focused on product functionality and natural based ingredients to stimulate future growth in this largely mature market.

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

What this report includes

  • Up-to-the minute analysis of the latest trends in the industry
  • New product development, forecasts and other themes
  • Unique graphics and illustrated case studies
  • Most recent brand and company news
  • New insight into the size and shape of the market

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  • Latest five year forecasts assess how the market is predicted to develop
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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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