Europe bath and shower products market is forecasted to witness a CAGR of 3.26% during the forecast period (2020 - 2025).
- Buoyed by innovation, bath, and shower products continue to record positive sales growth in the European countries. In order to meet the expectations of consumers that want to be reassured about ingredients being used in these products, brands are therefore relying on naturalness and products "without" claims such as allergen-free, aluminum-free, or paraben-free formulations.
- Moreover, the consumer demand for indulgence has boosted the bath and shower category in the region. Built around the concept of creating a luxurious and premium spa experience at home, demand is focused on products that help consumers escape their modern hectic lifestyles, and provide them with those products which aid keeping their body clean, thereby driving the market further.
Key Market Trends
Indulgence Towards Naturalness Claimed Products
It's been observed in many European countries, that consumers are increasingly worried about the ingredients and formulations of the beauty and personal care products they use. Therefore, more consumers are seeking bath and shower products with a natural positioning, as they are gentle and healthy for the skin. A number of natural and organic products from various brands are now available on the shelves of both drugstores and supermarkets, reflecting their increase in popularity in the European region. For instance in Russi, Henkel Rus launched a range of cream mousses with natural oils for the shower under its Fa brand. Whilst L'Oréal has invested heavily in organic, and the German group Henkel has also created a label entirely dedicated to organic products.
Premiumization and Introduction Towards New and Improved Products
Facing increased pressure from the various brands in this market, some mass and highly popular brands are taking the opportunity to premiums through novel concepts, which enhance perceptions of quality beyond the price tag and a “luxury” label in the European market. Radox from Unilever, for an instance, has extended its portfolio, by launching a “Me-Time” range with value-added benefits such as skincare, luxurious scents, and even natural variants, so as to provide consumers with improved products.
Since the European consumers are shifting towards hygiene purposes, they are searching for more playful products, including exciting scents and varied textures and formats such as oils, foams, bath bombs, and salts.
The bath and shower manufacturing products companies in Europe are too becoming concerned regarding the usage of plastics in the packaging process, and are therefore increasing their sustainable packaging process. For instance, in 2018 Insituto Español launched the first shower gel packaged in a plastic bottle composed of up to 50% of recyclable plastic.
Some of the major players operating in the Europe bath and shower products market are L'Oréal S.A., Unilever, Johnson & Johnson, and Estée Lauder Inc. Some of the prominent strategies adopted by the companies to increase their sales of these products during recent years has been the brands use social media platforms to showcase their new products. Even though the bath and shower market in the region has diversified greatly in recent years, there is still a strong concentration of retail value sales amongst a few products.
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