The Asia-Pacific bath and shower products market is forecasted to witness a CAGR of 4.13% during the forecast period (2020 - 2025).
- The steady growth of the bath and shower category is mainly being driven by liquid soap and body gels, which are compensating for the ongoing struggles of bar soap. The premiumization trend, combined with the inclusion of beauty and therapeutic benefits, has also fuelled the sales boom in liquid soap products.
- However, in the countries like India, Bangladesh, and Pakistan, the prominence of the soap bar is still dominant, particularly in the rural areas, where the consumers still prefer soap as compared to other innovative and advanced bath and shower products such as shower creams and gels.
Key Market Trends
Increasing Demand for Natural and Organic Bath Products
Products with a natural positioning continue to drive growth in bath and shower in the Asian-Pacific region, with the increasing demand particularly being foreseen from the urban and young population. Therefore considering this factor consumers are turning to natural and organic bath and shower products not only as a means to avoid chemicals such as sulfates, parabens, and silicone but also to reap the benefits of natural ingredients.
Therefore, the new entrants are thus capitalizing on this opportunity by introducing natural ingredient infused products. Since bathing is perceived as a therapeutic activity in many of the Asian countries such as India, Japan so as to relax the mind and body, therefore regional brands such as Biotique, Khadi Naturals, Forest Essentials, and others are leveraging the natural trend by incorporating plant- and food-based ingredients such as plum, almond, pomegranate, lime, rosewater, and turmeric, commonly found in skincare products into bar soaps and shower gels.
Innovation and Advertising keeping the Consumer Base Intact
Innovation and advertising is being considered as the most prominent strategy in this region, so as to indulge the existing consumers and new customers in purchasing the bath shower products, as the population of these countries experiment with new products in terms of new ingredients added and new packaging formats. For instance Kao Corporation, in 2018, the company benefited from the strong performance of its leading brand Bioré U, which it renewed in 2017 to improve its ingredients, as well as introducing eco-friendly refill packaging, which is easy and efficient to refill, for standard Bioré U body wash.
Also in the countries such as India and China niche brands are investing heavily in building a presence in online channels, for instance, Chinese bath and shower brands are opening their flagship stores on Tmall and JD.com and offering promotions to consumers, and these consumers are also resorting to increased social media promotions such as on Instagram and Facebook, so as to improve their brand visibility.
The Asian-Pacific bath and shower category is highly competitive, although multinational players with a strong heritage continue to account for a large share of sales. Unilever, Beiersdorf, and Reckitt Benckiser Group remain the leader with its strong brand performance. The bath and shower category is becoming increasingly fragmented.
These aforementioned companies have an extensive portfolio of leading brands such as Dove, Dettol, and others, which are popular for its affordable prices, an extensive range and wide availability, the company has maintained its leading position in bath and shower in the Asia-Pacific region through innovation and product line extensions.
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