Being a mature category with very high levels of penetration, the key category of body wash/shower gel is set to register a muted but stable performance over the forecast period. During 2024 volume sales are not expected to rise above 2023 levels, as price-conscious local consumers will remain conservative, while current value sales will continue to rise due to ongoing high inflation.
As the pandemic fades into the rearview mirror, local consumers will increasingly return to their previous hygiene habits. Thus, volume growth of liquid soap, a mature and established category, is set to hover around mildly negative or zero rates over the forecast period, though overall volume sales will still remain a little above pre-pandemic levels due to the lingering impact of the pandemic on the hygiene routines of certain consumer demographics.
After the initial explosion in sales of hand sanitisers at the beginning of the pandemic, sales are expected to continue declining in the years ahead. As a result, greater numbers of players will disinvest from this once lucrative category as it is becoming evident that there is little room for the plethora of manufacturers and brands that have appeared in recent years.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Greece 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 Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 DefinitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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