Market Trends of Europe Bath & Shower Products Industry
This section covers the major market trends shaping the Europe Bath & Shower Products Market according to our research experts:
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.
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.
