Market research on the beauty and personal care industry. Standar...
Market research on the beauty and personal care industry. Standardised and cross-comparable total market sizes, market share and share data, distribution and industry trends and category level information.
2022 saw bath and shower benefit from improvements that have been seen in the personal hygiene habits of large numbers of Moroccans since the early days of the COVID-19 pandemic. Growing frequency of usage as consumers have sought to maintain…
In 2022, hand sanitisers recorded a significant decline, with sales returning to near pre-pandemic levels. For almost two years, this product was in high demand by Tunisians and widely available, including in modern and traditional grocery retailers.…
Overall, in 2022, bath and shower saw a drop in retail volume sales and slow growth in retail current value sales, underpinned by higher prices. However, performances varied strongly from category to category. Having seen exponential growth in 2020,…
Sales of hand sanitisers plunged in both value and volume terms in 2022 as most Cameroonians now consider them unnecessary or of low priority post pandemic. The prices of hand sanitisers surged as leading players cut down production in response to…
Bar soap still remains the best-selling product in bath and shower in Mexico, but the convenience offered by liquid formats is becoming increasingly attractive to Mexicans. While liquid soap was already gaining ground over bar soap, the growing…
After a year of volume statis in 2021, in 2022 bath and shower was expected to see growth. However, the year was overshadowed by COVID-19 restrictions, which lasted almost half of the year, therefore sales of bath and shower products in Germany…
Volume growth in bath and shower is slowing down in India, due to the already high penetration of the dominant category, bar soap. Brands are focusing on ingredient-led launches to develop and expand their premium bar soap portfolios in a bid to…
Brazil, known for its tropical climate, has a cultural tradition of daily bathing, often multiple times a day, depending on the intensity of the heat. The successful acceptance of new fragrances in the Brazilian market, especially those focused on…
In 2023, bath and shower in Argentina registered an overall decline in retail volume sales, with the triple-digit growth in retail value driven by price increases. With the threat of COVID-19 significantly reduced, the demand for hand sanitisers…
In 2023, retail price inflation had a strong impact on bath and shower in Belgium. Volume sales buckled amid weaker demand as consumers faced higher energy and heating costs, with many choosing to shower less frequently. In key categories such as…
Bath and shower exhibited robust growth in 2023, primarily driven by price escalations as volumes lagged due to consumer retrenchment amidst inflationary pressures and premiumisation. Categories such as liquid soap, considered household staples,…
The impact of inflation and the cost of living crisis triggered volume decline in almost all bath and shower categories in Colombia in 2023. Bar soap recovered share in comparison to liquid soap due to its more accessible prices and value-added…
In 2023, many categories within the bath and shower product area witnessed stagnant or moderately declining volume sales in Finland. This trend reflects consumers' immediate inclination towards cost-saving measures when faced with economic…
In 2023, sales of bath and shower products in Japan remained higher than pre-pandemic (2019), thanks to the significant bump to sales seen in 2020, but the sales decline that began in 2021 continued. Liquid soap and hand sanitisers saw giant leaps in…
Retail value sales of bath and shower products recorded solid growth in value terms in 2023. This growth was largely driven by inflationary pressures, however, as volume sales declined. According to Stats NZ, the cost of living for an average…
Many bath and shower products are seen as an essential part of the daily hygiene routines of the local population with bar soap in particular being a relatively mature category. As such, growth in part is linked to population growth. Therefore, sales…
As inflation remained relatively high in 2023, many consumers turned towards private label for their bath and shower needs. Brands like Balea from dm and Cien by Lidl captured the interest of price-conscious consumers most affected by the…
In 2023, bath and shower in Ireland registered positive retail value sales, driven by rising prices, while retail volume growth was challenged. With the threat of COVID-19 having reduced, habits that formed during the pandemic – such as hand…
Bath and shower maintained solid current value growth in South Korea in 2023, although the rate of increase slowed compared with the peak seen over 2020-2022. Clean beauty, which emphasises gentle and natural ingredients, is highly favoured by…
Bath and shower sales remained in a slump in Spain in 2023, in both value and volume terms. That said, this still-negative performance is still an improvement on the previous year and there are signs of gradual recovery noted for over the coming…
The bath and shower category has been seeing its current value growth rates stabilise after the high increase seen in 2020 due to the pandemic. The current value growth rate in bath and shower slowed again in Singapore in 2023, as normalcy fully…
With the easing of pandemic restrictions, there remained heightened attention towards personal care and items such as bath and shower products. However, hoarding habits from the pandemic period led to continued stockpiles of such products, which…
Overall volume and current value growth rates for bath and shower in Algeria in 2023 were slightly weaker than those recorded in 2022. This was partly due to increasing maturity, though the slowdown also reflected heightened budget-consciousness…
High inflation and declining purchasing power significantly influenced consumer purchasing decisions when it came to bath and shower products in 2023. The discounted pricing strategies of retailers such as Lidl and Aldi proved successful with these…
Bath and shower in Norway experienced a decline in 2023, a natural correction following the surge witnessed during the pandemic. Heightened hygiene awareness during that time led to increased demand for products like liquid soap, bar soap, and hand…
In 2023, bath and shower in Portugal registered positive retail volume growth, with a solid performance from body wash/shower gel, considered a basic staple by many Portuguese consumers. However, retail volume growth was encouraged by consumers…
Competition is intense among grocery retailers and drugstores in Slovakia. However, with an increasing number of discounters being established in the country these players are increasing value share. Lidl reached a total of 153 stores in 2023, which…
Baby and shower saw modest current value growth in the Czech Republic in 2023. Competition is traditionally intense amongst grocery retailers and drugstores, and consumers are strongly driven by promo deals and lower price points. The impact of…
Bath and shower in the Netherlands witnessed a slight decline in retail current value sales in 2023, and a strong decrease in retail volume terms. The 2023 development of the category was a tale of two main trends. On the one hand, there was strong…
Sales of bath and shower products in the Philippines witnessed fairly modest growth in current value terms in 2023, following the normalisation of hygiene behaviours in the aftermath of the COVID-19 pandemic. Consumers viewed these products as…
Vietnam’s bath and shower market enjoyed a positive performance in 2023. As income levels and living standards rose, local consumers increasingly prioritised the quality of their bath and shower experiences. They are now showing a pronounced…
Bath and shower in Bolivia registered a fall in volume sales, as higher inflation dampened volume sales somewhat. In particular, many imported brands registered a volume decline, due to a shortage of foreign cash reserves leading to increased…
In 2023, rising inflation continued to negatively impact consumer demand and curbed retail volume sales of bath and shower products in Bosnia and Herzegovina. The volume sales decline seen in body wash/shower gel dented the performance of the entire…
Demand for hand sanitisers continues to decline significantly over the course of 2023 as the influence of the COVID-19 pandemic on consumer behaviour continued to decline. As the sanitary situation has improved and the pandemic has officially come to…
In 2023, the cost of living remained high in the Dominican Republic driving consumers towards more affordable options in bath and shower. Sales of bar soap picked up considerably as these formats are still considered a more economical alternative to…
In 2023, growth in the largest subcategory in beauty and personal care in Greece, body wash/shower gel, was driven by price increases and tourism. Private label registered brand share growth owing to the tightening of household budgets.
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…
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…
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 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…
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…
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…
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…
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…
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 in Turkey experienced double-digit growth in 2023, This strong increase was largely due to inflationary pressures, however, as volume growth was more muted.
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…
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…
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…
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…