Retail value sales of bath and shower products in Austria continued to grow in 2024, supported by stable consumer demand and inflation-driven price increases. Austrian consumers maintain high personal hygiene standards, with most individuals showering or bathing regularly. The habit of frequent handwashing, strengthened during the pandemic, remains widespread and further reinforces demand. Although the popularity of hand sanitisers declined in 2024, reflecting the post-pandemic context, other ca

Bath and shower saw steady growth in current value terms in 2024, similar to the performance seen in 2023. Bath and shower saw dramatic shifts in demand across the different categories during the review period as a result of the pandemic, especially within hand sanitisers. However, the market was more stable in 2024. Bar soap, liquid soap and body wash/shower gel are considered household staples and demand for these products has been consistent. These three categories are the main drivers of gro

Bath and shower saw steady growth in current value terms in Sweden in 2024. However, volume sales continued to decline due to category maturity and increasing commodification. In contrast, value sales continued to grow thanks in part to the premiumisation trend. For example, liquid soap and body wash/shower gel are becoming more sensorial and design-oriented, particularly in the premium segment. Private label lines like Neutral, Änglamark, and Urtekram are also gaining in popularity for their ec

In 2024, bath and shower products saw a modest increase in value sales in current terms in the UK, with growth constrained by maturity across most categories. Body wash/shower gel remained the largest category. While it saw sales rise in current value terms, the category experienced stagnation at constant 2024 prices and in volume terms during the year as it suffered from maturity and budget-conscious consumers’ efforts to cut back on their household expenditure.

Bath and shower saw current value growth in the United Arab Emirates in 2024. Bar soap remained the largest category in bath and shower during the year, with these products being used as a staple component of daily personal hygiene routines.

Although less dynamic than other beauty and personal care categories in Portugal, bath and shower continued to record positive retail value growth in 2024, driven by increasing consumer interest in skin care. New product developments focused on offering enhanced hydration and longer-lasting effects, often paired with sustainable packaging and biodegradable formulations. At the same time, family-sized formats showed a strong performance, as consumers increasingly sought the best value for money.

Bath and shower registered minimal value growth in Latvia 2024, with volume sales falling slightly, partly due to continuing population decline. Consumers stuck to essential offerings like liquid soaps, shower gels and bath foams. Promotions were frequent, especially for family-size formats or multipacks, and grocery retailers regularly included these items in weekly promotional leaflets to drive volume.

Bath and shower in Estonia is a mature category that reported stagnant volume sales in 2024. Modest value growth reflects the everyday use of these products, as well as modest trading up to new formats and scents. Consumers largely stuck with familiar products, but rising awareness around hygiene and skin comfort nudged some toward more moisturising and sensitive-skin options, particularly in liquid soaps. Pricing also played a role in lifting value sales, even as volume trends remained fairly f

In 2024, bath and shower in Lithuania registered a slight decrease in retail volume sales and a moderate increase in retail current value sales. At the end of the review period, bath and shower was a saturated category, hampered by limited population and household number increases and little potential for organic growth. Despite low inflation, especially compared with 2022 and 2023, demand stagnated.

Bath and shower remained a largely stagnant category in 2024, with only modest value growth and further contraction in volume terms. The post-pandemic decline of hand sanitiser use continued, with the category now considered largely redundant for daily routines. Bar soap also remained on a downward trajectory, having lost the brief momentum gained in 2021, while body powder has faded almost entirely from consumer routines. The only soap category to retain some resilience was liquid soap, which b

As an already mature category, bath and shower in Indonesia experienced only low single-digit retail current value growth in 2024, continuing the struggle it experienced in 2023. 2024 was a tough year for Indonesian consumers due to economic uncertainties from the election, the weakening currency, and the tough job market. With all these uncertainties, the cost of living was rising, especially for food and housing. This resulted in lower consumer confidence, with consumers choosing to save money

Bath and shower saw current value growth in Ukraine in 2024, with the category’s expansion partly driven by the continuous rise in prices. Demand was also boosted by the needs of the army, via private initiatives and purchases by military personnel through retail channels. Bar soap remained the largest category in Ukraine in the final year of the review period, with sales supported by the demands of war, bar soap is convenient to transport and easy to use during wartime. Bar soap also benefits f

Dynamic growth of bath and shower in Pakistan in 2024 was driven by rising hygiene awareness, the premiumisation of bar soaps, and expansion of body wash’s usage, especially beyond major urban centres. Consumers increasingly opted for products with natural, antibacterial and herbal claims, as concerns over skin sensitivity and water quality grew. Bar soaps offering germ protection and skin care benefits saw a strong uptake in the year, while body wash gained penetration due to its perceived luxu

Bath and shower in Egypt experienced a slight decline in volume sales in 2024, despite significant growth in value terms, largely driven by its essential role in daily hygiene, strong consumer demand and substantial price increases, primarily due to rising raw material and operational costs.

Having declined in 2023, retail current value sales of bath and shower rebounded in 2024. However, in retail constant value terms, the recovery was fairly modest. A key factor behind the rebound was a decrease in purchases by Uruguayan consumers in neighbouring Argentina, along with a reduction in smuggling from Argentina to Uruguay. This decline in contraband purchases can be attributed to an exchange rate adjustment made by the Argentine government, which significantly reduced the incentive fo

Bath and shower in Turkey saw dynamic retail current value growth in 2024. There was a notable surge in prices, primarily driven by high inflationary pressures. The annual inflation rate reached a peak in May 2024, significantly impacting the cost of consumer goods, including bath and shower items. The depreciation of the Turkish lira increased the cost of imported raw materials essential for the manufacture of soaps and other bah and shower products. Additionally, rising energy prices and incre

In 2024, value sales of bath and shower products in Georgia saw an increase, driven by the ongoing expansion of modern retail channels. As such, a wider assortment of products became more readily available across regional areas, contributing to greater accessibility and consumer uptake.

Bath and shower saw modest current value growth in Saudi Arabia in 2024. Growth was constrained by the maturity of the category and the limited potential for value-adding innovation. Nonetheless, heightened awareness of personal hygiene and wellness in Saudi Arabia, combined with the impact of harsh climate conditions, has continued to support demand in for bath and shower products. Consumers are increasingly prioritising effective cleansing solutions that not only address everyday hygiene needs

Bath and shower in Ireland recorded low growth in current value terms in 2024, supported by consistent demand for everyday hygiene staples like body wash and soap. Growth remained modest as consumer habits stabilised, with most shoppers maintaining simple routines rather than expanding their product use. While volume sales struggled, with some declines seen in the category, value growth was supported by small trade-ups to products with added skin benefits, pleasant fragrances or sensitive-skin p

In 2024, bath and shower in Malaysia recorded strong, and faster than in 2023, retail volume and current value growth. Retail current value sales grew at double the pace of retail volume sales in 2024, partly due to inflationary pressure on prices, but also a premiumisation trend in bath and shower. The entrance of many brands with premium positioning was supported by the opening of standalone outlets nationwide. Brands like Rituals and Molton Brown have gained a foothold in Malaysia with the op

There was a moderate increase in current value sales in bath and shower in Serbia in 2024. An easing of inflation boosted value sales, though volume growth fell marginally due to population decline. Despite inflation easing, consumers were still price sensitive, and there was increased demand for larger size offerings that sell at a lower price per unit. Body wash/shower gel was the most popular product in terms of value sales and there is a wide range of offerings available, including an increa

Slovenia’s bath and shower market continued to expand in current value terms in 2024, although at a more moderate pace compared to the previous two years. This reflects the easing of inflationary pressures that had driven substantial price increases across the country in 2022 and 2023. However, even as inflation stabilised, consumers remained highly price-conscious - particularly in essential categories like bath and shower, where frequent use places a heavier burden on household budgets.

Bath and shower products in Guatemala saw modest growth in current value terms in 2024. Although the annual rate of inflation eased compared to previous years, the accumulated price increases for daily essentials continued to affect household budgets, prompting consumers to remain cautious and selective with their spending. Popular formats included multipacks, bulk packaging, and an increasing number of refillable doypack options.

Bath and shower continued to record steady growth in retail value terms, driven by new product developments and the growing popularity of multi-step shower routines. Body wash/shower gel is the largest category by retail value and benefits from rising consumer awareness, especially in rural areas. Young consumers have been keen followers of multi-step shower routines, involving bar soap followed by a body wash/ shower gel, which has been popularised on social media.