In 2025, bath and shower in Kenya demonstrated solid growth in retail current value terms, reaching KES6.0 billion, reflecting a 4% increase from the previous year. This growth occurred despite a slight contraction in the retail volume of bar soap, the dominant product by volume. Nevertheless, the steady rise in consumer expenditure, due to the rising median disposable income per household, underpinned a positive value performance. Kenya’s real GDP growth of 5% and a moderated inflation rate of

The Bath and shower segment in South Korea recorded strong growth in 2025, with retail value sales rising by 4% to reach KRW929 billion, fueled by sustained consumer demand for innovation and differentiation, dynamics consistent with the broader Asia Pacific pattern of premiumisation in mature markets. The largest and best performing category was body wash/shower gel, which grew by 4% in current terms to KRW413 billion in 2025, benefitting from accelerated demand for formulations addressing spec

In 2025, the bath and shower category in Germany experienced continued value sales growth at a rate of 3% compared to the previous year, reaching EUR1.6 billion. The median disposable income in Germany increased from EUR55,447 in 2024 to EUR57,611 in 2025, indicating an increase in consumer spending power. The growth in the bath and shower category, although slower than in prior years, occurs amidst economic uncertainty, prompting German consumers to seek more affordable product choices. Consume

In 2025, bath and shower in the UK recorded 3%?current value growth for retail value sales to reach GBP1.2 billion. This performance was underpinned by a shift from basic functionality to premiumisation, as consumers increasingly looked for products that combined cleansing with holistic skin health and wellness benefits. Longevity and skinification are prominent, with brands marketing ingredients like salicylic acid – familiar from facial skin care and now featured in body washes. Q+A’s Salicyli

Bath and shower in India recorded a positive value growth of 4% in 2025, reaching retail sales of INR353.7 billion. While this represents a slight slowdown indicative of a maturing landscape, underlying demand remains supported by a population of 1.46 billion and rising disposable incomes. Bar soap remained the largest category by value, generating INR308.6 billion with a 3% growth rate. Its enduring scale is driven by affordability and deep rural penetration. However, urban and younger consumer

In 2025, bath and shower in the Philippines recorded PHP47,566 million in retail value sales, benefitting from a strong consumer emphasis on hygiene, especially in hot and humid climates where frequent bathing is essential for comfort and protection. This is supported by value-seeking behaviour, with many households prioritising affordable formats and multipurpose products to optimise spending. Consumer interest in skin health and preventative care further fuels demand for gentle formulations w

In 2025, bath and shower in Mexico recorded a retail value of MXN21,342 million, registering 6% growth over the previous year. This performance, while more moderate than the double-digit increase seen in 2023 due to a post-pandemic surge, remained robust, despite growth beginning to stabilise. The sustained momentum is underpinned by consumer priorities shifting towards products that offer holistic benefits, such as hydration, skin barrier protection, and sensory experiences, reflecting a broade

In 2025, bath and shower in Thailand recorded 3% current value growth, with retail sales reaching THB26.6 billion. This outperformed the average for Asia Pacific and global markets, reflecting a resilient shift towards value-driven consumption, even as Thailand’s total population declined slightly to 71.6 million. Against a backdrop of a stagnant economy and cautious consumer spending, growth is being driven not by volume expansion, but by consumers trading up to higher-value, multifunctional pr

Bath and shower experienced a minor increase in retail value sales in 2025, reaching CNY26,285 million, marking a 1% rise from the previous year in current terms. This performance reflects a steady but modest expansion, influenced by evolving consumer priorities around holistic wellness and intentional spending. While the overall growth rate was not dramatic compared to previous years, sales were notably more resilient than some neighbouring categories in Asia Pacific, benefiting from new cons

L’Oréal Groupe is the leading player in the global beauty and personal care industry. It is the number one company in the prestige, premium and mass segments, with its strongest growth currently coming in dermocosmetics, through its La Roche-Posay and CeraVe brands. L’Oréal Groupe also continues to make targeted acquisitions, including the recently announced takeovers of Kering’s beauty business as well as Medik8 and Color Wow.

Procter & Gamble is the fifth biggest fmcg company in the world, leading the home care and tissue and hygiene industries and ranking second in beauty and personal care. It has a strong innovation pipeline and is also continuing to restructure to make savings that can be re-invested in R&D, new products and marketing and promotion. Through deep consumer insights, Procter & Gamble is actively shaping the evolving consumer landscape, rather than simply responding to it.

In Brazil, bath and shower overall saw solid value growth in 2024, driven largely by bar soap which continued to rise robustly in terms of both volume and value sales. Brazil is the world’s second-largest consumer of bar soap by volume in 2024, behind only India and ahead of China, despite its smaller population. Per-capita use is among the highest worldwide, reflecting Brazilians’ strong cultural attachment to hygiene and personal presentation. Daily bathing is deeply ingrained, with the hot, h

Bath and shower are considered essential products for many South African consumers. Despite financial challenges, a significant portion of the population views bar soap as a necessity and regularly includes it in their monthly shopping. Bar soap continues to be the most popular choice in this category due to its affordability, with many households sharing a single bar among multiple family members. Its versatility also allows it to serve multiple purposes around the home.

Even with the sale of the Aesop and The Body Shop brands, Natura&Co remains a top 10 player in the global beauty and personal care market. As it moves to simplify its company structure, Natura&Co plans to focus even more on its core business in Latin America, which, following its recent divestments, now accounts for the vast majority of company turnover. A final decision on the future of Avon International has yet to be made, with a potential sale not having been ruled out by Natura&Co.

Colgate-Palmolive is a strong leader in the global oral care market, with major shares in both the toothpaste and manual toothbrushes categories. It is also the number two player globally in bath and shower, in which it leads liquid soap, is second in bar soap and third in body wash/shower gel. In addition to its oral and personal care products, Colgate-Palmolive is also active in the home care and pet nutrition industries.

Henkel is bringing to a close its Strategy Optimisation Programme, which will have overseen the divestment or discontinuation of brands and activities with sales of more than EUR1 billion since it began in 2022. The Germany-based company, which leads hair care in its home market and is the number two player in a number of neighbouring countries, has now acquired the Vidal Sasson brand in China, which will enhance Henkel’s presence in this major market, particularly in the premium segment.

Unilever, the number three player in the global beauty and personal care industry, continues to shape the future direction of the company through its Growth Action Plan 2030. This has seen the recent acquisition of the UK’s number one refillable deodorant brand (Wild), ticking the relevant boxes in terms of being a premium product able to compete in high-growth spaces, while the planned demerger of the group’s ice cream business is expected by the end of 2025.

Retail volume sales of bath and shower products continued to expand in Algeria in 2024, although the rate of volume growth was slower than in previous years, due to ongoing inflationary pressures, which depressed consumer purchasing power. While current value sales recorded a relatively high growth rate, this was driven largely by rising unit prices. Nonetheless, because these types of products are considered basic necessities for daily hygiene, demand remained reasonably stable on the whole, wi

Bath and shower maintained positive sales in New Zealand in 2024, albeit with value growth lower than seen in 2023, and with volume improved. This is attributed to the stabilisation of prices in relation to the easing of inflationary pressures, with sales supported by the fact that many bath and shower products are considered essential items. Consumers may choose to switch to cheaper brands during times of economic uncertainty and lower spending power, but there will always be consistent demand

Value sales of bath and shower products increased in 2024, supported by consumers’ growing preference for liquid formats such as shower gel and liquid soap over traditional bar soap. This shift reflects evolving hygiene habits and increasing product sophistication, as Moroccans become more attuned to sensory experience, convenience, and added benefits associated with liquid products. The continued upward trajectory of shower gel and liquid soap came at the expense of bar soap, which saw a furthe

Bath and shower maintained positive sales in Cameroon in 2024, driven by a preference for products which offer functional benefits beyond fragrance and cleansing alone, such as alleviating rashes and eczema, promoting skin rejuvenation, radiance, and incorporating herbal infusions. The increasing reliance of water from drilled bore holes as a replacement for the almost non-existent tap water supply in the country, has significantly increased the prevalence skin conditions from rash to eczema. In

Bath and shower saw current value growth in Nigeria in 2024. Steep increases in the average unit price led to a robust increase in value sales, while overall volume sales stagnated. The depreciation of the local currency (by more than 100%) has led to a strong increase in the cost of ingredients for local manufacturers and in import costs for finished products. While bath and shower is essential, the strong rise in prices and high inflation in the economy led consumers to seek traditional, unpac

Bath and shower in Tunisia registered both healthy current and constant value growth in 2024. Volume sales also increased slightly, supported by continuing population growth. Bar soap continued to account for most value sales, as it more affordable than other offerings such as shower gel. Intimate washes registered the highest value growth, though from a low base. The increasing use was due rising awareness of feminine hygiene, and the perception that they offer better protection compared to reg

Retail value sales of bath and shower products in Austria continued to grow in 2024, supported by stable consumer demand and inflation-driven price increases. Austrian consumers maintain high personal hygiene standards, with most individuals showering or bathing regularly. The habit of frequent handwashing, strengthened during the pandemic, remains widespread and further reinforces demand. Although the popularity of hand sanitisers declined in 2024, reflecting the post-pandemic context, other ca