Bath and shower is expected to struggle over the forecast period, with sales stagnating in current value terms and falling at constant 2024 prices. Price decline will be the most relevant factor in this poor performance, especially in 2025, with the category set to see strong promotional activity during the year.
Body wash/shower gel is set to remain by far the biggest category in bath and shower in the forecast period The category saw notable movement in terms of competitive landscape in 2024, due to new launches and different pricing policies. In 2025, due to maturity, body wash/shower gel is set to perform at a slightly negative rate in volume terms.
The rapid development of health and personal care stores players such as Medi-Market and Kruidvat is set to continue in the forecast period. Leading manufacturers such as Unilever and Colgate-Palmolive are likely to try to increase their presence in this channel.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Belgium 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 Belgium, 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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