Bath and shower is projected to see steady growth in retail volume and value terms (at constant 2024 prices) over the forecast period. Premiumisation will likely remain the main driver of growth in value terms over the forecast period.
Natural, free from, and sensitive-skin–oriented positionings will keep gaining ground across bath and shower. Labels like the Nordic Swan and Asthma and Allergy Association are now core differentiators for many consumers.
While innovation is likely to remain modest, focus areas are expected to include refills, the addition of skin care ingredients, and scent profiles. Refill packs are expanding, driven by both price sensitivity and sustainability concerns.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Sweden 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 Sweden, 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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