PROSPECTS AND OPPORTUNITIES
Bar soap to stand out in struggling category
Bath and shower is expected to struggle over the forecast period, with sales stagnating in current value terms and falling at constant 2024 prices. Price decline will be the most relevant factor in this poor performance, especially in 2025, with the category set to see strong promotional activity during the year.
Body wash/shower gel to record slight decline
Body wash/shower gel is set to remain by far the biggest category in bath and shower in the forecast period The category saw notable movement in terms of competitive landscape in 2024, due to new launches and different pricing policies. In 2025, due to maturity, body wash/shower gel is set to perform at a slightly negative rate in volume terms.
Growing relevance of health and personal care stores
The rapid development of health and personal care stores players such as Medi-Market and Kruidvat is set to continue in the forecast period. Leading manufacturers such as Unilever and Colgate-Palmolive are likely to try to increase their presence in this channel.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Belgium 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 Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in Belgium report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Belgium?
- Which are the leading brands in Belgium?
- How are products distributed in Belgium?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Belgium - Category analysis
KEY DATA FINDINGS
Budget consciousness and environmental awareness influence sales
Unilever closes gap on Colgate-Palmolive
Supermarkets remains dominant despite share decline
Bar soap to stand out in struggling category
Body wash/shower gel to record slight decline
Growing relevance of health and personal care stores
Beauty and Personal Care in Belgium - Industry Overview
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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