Bath and shower is set to continue to see modest value growth in the UK over the forecast period, with growth expected to accelerate towards 2029 as economic conditions improve. Body wash/shower gel is expected to perform positively over the forecast period due to product innovation and the category's skinification trend.
Sustainability started to become more of a focus for bath and shower brands in 2024 and this is set to develop further during the forecast period, particularly in the more premium segment. As they start to feel more comfortable with their levels of disposable income, consumers start focusing more on making green choices.
In the UK, there is limited innovation in the mature bath and shower category, as there is little that consumers are looking to achieve with these products outside of the expected hygiene results. That being said, there were a number of new launches in the bath and shower space in 2024 that signalled opportunities for innovation into the forecast period.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in United Kingdom 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 United Kingdom, 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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