Bath and Shower

In 2023, sales in bath and shower in Lithuania showcased strong results, with double-digit retail value growth.

2023 was a slightly better year for the bath and shower category in Latvia. In the aftermath of the COVID-19 pandemic, demand for soap has remained robust with many consumers continuing the habit of frequent hand washing. That being said, the ongoing…

Bath and shower in Kazakhstan underwent a transformation in 2023. Two key factors drove the rise of liquid soap among consumers in Kazakhstan. First, there has been a growing focus on hygiene, with some consumers believing liquid soap offers a more…

Bath and shower registered both moderate volume and constant value growth in Georgia in 2023. Body wash/shower gel was the best performing product in terms of value and volume growth, outperforming other products significantly. That being said, bar…

In 2023, bath and shower in Estonia recorded solid double-digit retail value growth, while retail volume growth was positive in body wash/shower gel, hand sanitisers, intimate washes, intimate wipes and liquid soap.

Bath and shower saw significant current value growth in Egypt in 2023, with demand remaining strong in the midst of challenging economic conditions and rising prices, as many products in the category are considered essential. The bath and shower…

2023 saw a continuation of the negative volume sales trends that were registered in bath and shower in 2022, although sales declines were less severe during the year. These negative trends can be attributed largely to the declining use of products…

Bath and shower in Denmark continued to see demand patterns normalise in 2023 following the dynamic sales increase caused by the COVID-19 pandemic in 2020. Retail volume sales declined although overall consumption remained above pre-pandemic sales in…

During the early stages of the pandemic, bath and shower manufacturers in Costa Rica scrambled to develop new antibacterial varieties and update packaging designs to highlight the germ-killing capabilities of established products. This trend was…

While there was certainly a strong element of recovery from the decline seen a year earlier, the 2023 growth in the bath and shower category in current value terms was also a result of rising unit prices in this year. However, the performance also…

Bath and shower in Turkey experienced double-digit growth in 2023, This strong increase was largely due to inflationary pressures, however, as volume growth was more muted.

In 2023, bath and shower in Taiwan recorded positive retail value growth, while retail volume sales declined in unessential areas during rising inflation. This included bath additives and body powder. Due to their essential natural and frequent use,…

Bath and shower saw double-digit current value growth in Israel in 2023. The importation of such products was eased by the reform of regulations relating to cosmetics imports, which came into effect on 1 April 2023. The goal of the reform is to…

Bar soap continued to dominate bath and shower in Guatemala in 2023. While some younger and more affluent consumers are shifting towards liquid soap as they perceive it to be more practical and hygienic, the vast majority of local consumers still…

After a year of contraction in 2022 due to the inflationary crisis faced by the country, bath and shower returned to retail volume and current value growth in Chile 2023. During 2023, despite Chilean consumers’ tightened budgets, bath and shower…

Bath and shower registered moderate constant value and volume growth in Azerbaijan in 2023. While inflation was still an issue, it eased somewhat, particularly later in the year. In addition, any supply disruptions caused by the war in Ukraine were…

Bath and shower saw rising volume and current value sales in Thailand in 2023. Brands active in the category have sharpened their focus on innovations designed to help them rebrand, so that they can differentiate themselves and refresh their…

In 2023, bath and shower in Switzerland posted good retail current value growth. However, with only a slight increase in retail volume terms, retail current value growth owed most to inflationary pressure on the prices of products. Retail value…

Bath and shower, as a product area as a whole, faces challenges due to its high degree of maturity and commodification. This translates to declining volume sales. However, a silver lining exists in the form of a strong premiumisation trend and…

Bath and shower sales benefitted from the warm weather conditions in Peru in 2023, resulting in consumers taking showers more often. The country experiences hot temperatures in 2023, along with effects from the El Niño phenomenon which brought…