Bath and shower is expected to record a fairly weak performance over the forecast period, with volume and value sales (at constant 2023 prices) only set to return to growth from 2025-2026 onwards. Bar soap, body powder and bath additives will be primarily responsible for limiting the expansion of the entire category.
Due to its extensive use of plastic and water, bath and shower is generally considered among the most polluting categories. However, due to growing consumer demand for sustainability, category players are making efforts to ensure their products and packaging are more environmentally-friendly.
Demand for intimate washes is expected to gain stronger momentum over the forecast period, with this category being reimagined following the emergence of trends in associated areas such as menopause, period care, and sexual wellness. Women are becoming increasingly self-aware and willing to discuss their bodies and needs, rather than feel these topics are taboo.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in United Kingdom 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 United Kingdom, 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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