Bath and shower is expected to see good growth over the forecast period, due to the growing population, urbanisation, and an improved economy. Despite its essential status, bath and shower saw stagnation in volume sales in 2024 due to the harsh economic conditions and so is expected to recover well as the economy improves and as prices stabilise.
Although the large majority of low-income consumers will continue to stick to standard soap and economy brands, manufacturers’ introduction of sub-premium, value-added brands which are presented as good quality but affordable will help to drive up value sales.
Competitive activity in bath and shower categories is expected to be strong, and innovation in terms of products that deliver moisturisation, complexion care, and skin care is expected to continue in line with interest from consumers, particularly female consumers. The introduction of products that merge medicated and skin care properties, such as Dettol Skincare, which was relaunched in 2024, is also expected to increase.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Nigeria 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 Nigeria, 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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