Bath and shower is forecast to see growth levels stabilise after a period of fluctuation. There will be renewed interest in gentler, skin-friendly formulations and incremental spending on fragrance-led or moisturising formats.
A growing trend in Estonia’s bath and shower category is the positioning of products by age and gender, particularly in segments like intimate care and body washes with added skincare claims. Brands are increasingly using “for men” labels on energising body washes and offering “for teens” acne-support cleansers with ingredients like salicylic acid or tea tree oil.
Innovation in the category will likely focus on format diversification and sustainable packaging over the forecast period. Solid shower gels, refillable pumps, and minimal-fragrance formats are likely to expand.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Estonia 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 Estonia, 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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