Europe Bath and Shower Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

Europe Bath and Shower Products Market is segmented by Type (Shower Cream/Gel, Bar Soap, Shower Oil, and Others); by Distribution Channel (Supermarket/Hypermarket, Convenience Stores, Online Stores, Speciality Retail Stores, and Others); and by Geography.

Market Snapshot

Number
Study Period: 2016 - 2026
Base Year: 2020
CAGR: 3.26 %

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Market Overview

Europe bath and shower products market is forecasted to witness a CAGR of 3.26% during the forecast period (2020 - 2025). 

  • Buoyed by innovation, bath, and shower products continue to record positive sales growth in the European countries. In order to meet the expectations of consumers that want to be reassured about ingredients being used in these products, brands are therefore relying on naturalness and products "without" claims such as allergen-free, aluminum-free, or paraben-free formulations.
  • Moreover, the consumer demand for indulgence has boosted the bath and shower category in the region. Built around the concept of creating a luxurious and premium spa experience at home, demand is focused on products that help consumers escape their modern hectic lifestyles, and provide them with those products which aid keeping their body clean, thereby driving the market further.

Scope of the report

The Europe bath and shower products market is segmented by type such that by shower cream/gel, bar soap, shower oil, and others. These products are distributed in the following channels such as supermarket/hypermarket, convenience stores, online stores, specialty retail stores, and others. Also, the study provides an analysis of the bath and shower products market in the countries in the European region.

By Type
Shower Gel/Body wash
Bar Soap
Shower Oil
Others
By Distribution Channel
Supermarkets/Hypermarkets
Convenience Stores
Online Retail Stores
Speciality Retail Stores
Others
By Geography
Germany
United Kingdom
Russia
France
Spain
Italy
Rest of Europe

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Key Market Trends

Indulgence Towards Naturalness Claimed Products

It's been observed in many European countries, that consumers are increasingly worried about the ingredients and formulations of the beauty and personal care products they use. Therefore, more consumers are seeking bath and shower products with a natural positioning, as they are gentle and healthy for the skin. A number of natural and organic products from various brands are now available on the shelves of both drugstores and supermarkets, reflecting their increase in popularity in the European region. For instance in Russi, Henkel Rus launched a range of cream mousses with natural oils for the shower under its Fa brand. Whilst L'Oréal has invested heavily in organic, and the German group Henkel has also created a label entirely dedicated to organic products.

Europe Bath and Shower Products Market1

Premiumization and Introduction Towards New and Improved Products

Facing increased pressure from the various brands in this market, some mass and highly popular brands are taking the opportunity to premiums through novel concepts, which enhance perceptions of quality beyond the price tag and a “luxury” label in the European market. Radox from Unilever, for an instance, has extended its portfolio, by launching a “Me-Time” range with value-added benefits such as skincare, luxurious scents, and even natural variants, so as to provide consumers with improved products.

Since the European consumers are shifting towards hygiene purposes, they are searching for more playful products, including exciting scents and varied textures and formats such as oils, foams, bath bombs, and salts.

The bath and shower manufacturing products companies in Europe are too becoming concerned regarding the usage of plastics in the packaging process, and are therefore increasing their sustainable packaging process. For instance, in 2018 Insituto Español launched the first shower gel packaged in a plastic bottle composed of up to 50% of recyclable plastic.

Europe Bath and Shower Products Market2

Competitive Landscape

Some of the major players operating in the Europe bath and shower products market are L'Oréal S.A., Unilever, Johnson & Johnson, and Estée Lauder Inc. Some of the prominent strategies adopted by the companies to increase their sales of these products during recent years has been the brands use social media platforms to showcase their new products. Even though the bath and shower market in the region has diversified greatly in recent years, there is still a strong concentration of retail value sales amongst a few products.

Table of Contents

  1. 1. INTRODUCTION

    1. 1.1 Study Deliverables & Study Assumptions

    2. 1.2 Scope of the Study

  2. 2. RESEARCH METHODOLOGY

  3. 3. EXECUTIVE SUMMARY

  4. 4. MARKET DYNAMICS

    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry

  5. 5. MARKET SEGMENTATION

    1. 5.1 By Type

      1. 5.1.1 Shower Gel/Body wash

      2. 5.1.2 Bar Soap

      3. 5.1.3 Shower Oil

      4. 5.1.4 Others

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Online Retail Stores

      4. 5.2.4 Speciality Retail Stores

      5. 5.2.5 Others

    3. 5.3 By Geography

      1. 5.3.1 Germany

      2. 5.3.2 United Kingdom

      3. 5.3.3 Russia

      4. 5.3.4 France

      5. 5.3.5 Spain

      6. 5.3.6 Italy

      7. 5.3.7 Rest of Europe

  6. 6. COMPETITIVE LANDSCAPE

    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 L'Oreal S.A.

      2. 6.4.2 Unilever

      3. 6.4.3 Johnson & Johnson

      4. 6.4.4 Beiersdorf AG

      5. 6.4.5 Estee Lauder Inc

      6. 6.4.6 Colgate-Palmolive Company

      7. 6.4.7 PZ Cussons

      8. 6.4.8 Henkel AG & Co. KGaA

      9. 6.4.9 HARTMANN GROUP (Kneipp)

    5. *List Not Exhaustive
  7. 7. MARKET OPPORTUNITIES AND FUTURE TRENDS

**Subject to Availability

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Frequently Asked Questions

The Europe Bath & Shower Products Market market is studied from 2016 - 2026.

The Europe Bath & Shower Products Market is growing at a CAGR of 3.26% over the next 5 years.

L'Oréal S.A., Unilever, Johnson & Johnson, Estée Lauder Inc, Beiersdorf AG are the major companies operating in Europe Bath & Shower Products Market.

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