There are opportunities for keys players in bath and shower to consider driving the category forward, including the use of natural ingredients. Local consumers have a strong preference for natural ingredients due to concerns about the use of potentially harmful chemicals on their skin.
Over the review period, local consumers were starting to place a greater emphasis on their skin care routines, and were increasingly willing to spend money on various beauty and personal care products to achieve the desired effect. For many consumers, skin cleansing is a very important step in their skin care regime; the first step is to remove their cosmetics with a facial cleanser, followed by washing their face.
A new natural ingredient based on natural plant ash emerged in bath and shower towards the end of the review period, following the launch of African black bar soap by various players. Many local consumers perceive African black soap as highly beneficial as it can contribute to the brightening and the overall wellbeing of their skin due to its natural antibacterial and exfoliating properties.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in South Africa 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 South Africa, 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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