Body wash is increasingly benefiting from the self-care trend in South Africa, as consumers look for ways to elevate everyday routines into moments of indulgence and wellness. Unlike traditional bar soap, body wash is often perceived as a more luxurious and pampering option, offering pleasant textures, appealing fragrances, and skin-nourishing ingredients that align with the desire for self-care.
TikTok trends that showcase shower routines and body care layering are demonstrating how to use multi step regimens with aesthetically pleasing, fragrant and skin enhancing products. Such trends have transformed basic bath and shower hygiene into a form of self-expression and indulgence, especially among Gen Z and millennial consumers.
There is strong potential for key players in the bath and shower category to drive growth by tapping into South Africa’s deep-rooted preference for natural ingredients. Many local consumers are increasingly conscious of what they apply to their skin and actively seek products free from harsh or harmful chemicals.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in South Africa 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 South Africa, 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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