Bath and shower is expected to continue its strong momentum into 2025, led by rising hygiene consciousness, the premiumisation of bar soaps, and the ongoing shift toward body wash in urban and semi-urban areas. Consumers will increasingly demand multifunctional products, such as soaps that combine germ protection with moisturising benefits, or body washes that offer skin brightening and aromatherapy.
Body wash/shower gel is expected to be the most dynamic category within bath and shower, especially as brands invest in mid-tier and affordable body wash SKUs to cater to middle-income consumers. Penetration in tier-2 cities like Multan, Faisalabad, and Sialkot is expected to rise due to growing exposure via social media, influencer content, and modern retail chains.
Innovation in 2025 and beyond is anticipated to focus on sustainability, format convenience, and experiential bathing. Growth is therefore expected in eco-packaged bar soaps, refillable body wash pouches, and solid body cleansers that appeal to eco-conscious consumers.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Pakistan 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 Pakistan, 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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