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 saw steady growth in value and volume terms in India in 2024, with newer formats driving growth momentum. Intimate washes and body wash/shower gel posted strong double-digit growth in current value terms in 2024, while traditional categories like bar soap and body powder grew at a slower pace. Bar soap remains the dominant category with it having a massive customer base, but growth was limited in 2024 by its maturity. Saturation in both urban and rural areas, combined with fewer

The Kenyan bath and shower market registered robust growth in current value terms in 2024. This was fuelled by the expansion of modern retail networks, urbanisation and global health campaigns which encouraged modern hygiene routines. Consumers increasingly prioritised wellness, embracing premium and niche products, particularly those with natural, plant-based ingredients. The shift towards sustainable, locally sourced options attracted both established brands and new players, sustaining market

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 increased in 2024 in Germany. In a year when there was economic uncertainty, German consumers were spending more time at home and purchasing more bath and shower products compared to 2023. Body wash/shower gel was the largest and most dynamic category within bath and shower in 2024, with sales rising. Despite a slower inflation rate, prices continued to show some increases, forcing consumers to look for more budget-friendly alternatives, creating opportunities for

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

Bath and shower saw steady growth in current value terms in 2024, similar to the performance seen in 2023. Bath and shower saw dramatic shifts in demand across the different categories during the review period as a result of the pandemic, especially within hand sanitisers. However, the market was more stable in 2024. Bar soap, liquid soap and body wash/shower gel are considered household staples and demand for these products has been consistent. These three categories are the main drivers of gro

Bath and shower saw steady growth in current value terms in Sweden in 2024. However, volume sales continued to decline due to category maturity and increasing commodification. In contrast, value sales continued to grow thanks in part to the premiumisation trend. For example, liquid soap and body wash/shower gel are becoming more sensorial and design-oriented, particularly in the premium segment. Private label lines like Neutral, Änglamark, and Urtekram are also gaining in popularity for their ec

In 2024, bath and shower products saw a modest increase in value sales in current terms in the UK, with growth constrained by maturity across most categories. Body wash/shower gel remained the largest category. While it saw sales rise in current value terms, the category experienced stagnation at constant 2024 prices and in volume terms during the year as it suffered from maturity and budget-conscious consumers’ efforts to cut back on their household expenditure.

Bath and shower saw current value growth in the United Arab Emirates in 2024. Bar soap remained the largest category in bath and shower during the year, with these products being used as a staple component of daily personal hygiene routines.

Although less dynamic than other beauty and personal care categories in Portugal, bath and shower continued to record positive retail value growth in 2024, driven by increasing consumer interest in skin care. New product developments focused on offering enhanced hydration and longer-lasting effects, often paired with sustainable packaging and biodegradable formulations. At the same time, family-sized formats showed a strong performance, as consumers increasingly sought the best value for money.

Bath and shower registered minimal value growth in Latvia 2024, with volume sales falling slightly, partly due to continuing population decline. Consumers stuck to essential offerings like liquid soaps, shower gels and bath foams. Promotions were frequent, especially for family-size formats or multipacks, and grocery retailers regularly included these items in weekly promotional leaflets to drive volume.

Bath and shower in Estonia is a mature category that reported stagnant volume sales in 2024. Modest value growth reflects the everyday use of these products, as well as modest trading up to new formats and scents. Consumers largely stuck with familiar products, but rising awareness around hygiene and skin comfort nudged some toward more moisturising and sensitive-skin options, particularly in liquid soaps. Pricing also played a role in lifting value sales, even as volume trends remained fairly f

In 2024, bath and shower in Lithuania registered a slight decrease in retail volume sales and a moderate increase in retail current value sales. At the end of the review period, bath and shower was a saturated category, hampered by limited population and household number increases and little potential for organic growth. Despite low inflation, especially compared with 2022 and 2023, demand stagnated.