Bath and shower will continue to see low, steady, value growth over the forecast period, thanks to ongoing baseline demand. However, the category is unlikely to see strong innovation, as manufacturers focus on the most popular products and compete with pricing strategies.
Colgate-Palmolive and Unilever are expected to retain their strong positions over the forecast period. For personal care products which are perceived as essential household items, consumers will typically purchase the same products out of habit, with little incentive to change brands unless an equivalent product in quality is available at a cheaper price.
Innovation in bath and shower category in New Zealand market will be relatively limited over the forecast period, as major companies focus on expanding the business of their more dynamic categories. Since personal care categories like bath and shower are perceived as household essentials, consumers will continue to purchase products like shower gel and liquid soap as basic care items and pay little attention to innovation.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in New Zealand 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 New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 definitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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