Sales of bath and shower products are expected to stagnate over the forecast period with a slight decline projected in value terms (at constant 2024 prices). After the highs of the pandemic sales have now stabilised and the category is showing signs of maturity, which is likely to limit further growth opportunities.
Bath and shower is seen an essential household product category, but sales were still impacted by the cost-of-living crisis during the review period. As the economy improves it is therefore expected that consumers will become more discerning about the products they buy with one major concern likely to be their green credentials.
One of the most important trends driving new product development in beauty and personal care is the skinification of products. This is when manufacturers of products like bar soap or body wash/shower gel factor in growing consumer demand for multifunctional products.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Australia 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 Australia, 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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