Cosmetics Business reveals the 5 latest bath & body trends in new report

Published: 4-Nov-2020

The Covid-19 crisis has reinvigorated the bath and body category, with hygiene and self-care products becoming vital tools for consumers. This report reveals the next opportunities for brands

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Report introduction: At a glance

What's in this report?


Top 5 trends:

1. Hand heroes

2. Calm through Covid

3. Wellbeing hubs

4. Natural deodorant 2.0

5. Elevated escapism

Country highlights


Bath and shower, global value and growth, 2020

Key challenges addressed

Hygiene and care has always been at the heart of the bath and body category. But in 2020, the Covid-19 crisis elevated the segment to higher ground due to its role in providing some of the most critical and relevant products to protect and support consumers through the unprecedented challenges of the global pandemic.

This has benefited the category in many ways, and will continue to in the years ahead.

Global top 5 largest bath and shower markets, 2020

Forecast data. Source: Euromonitor International

Forecast data. Source: Euromonitor International

Nevertheless, manufacturers have faced significant challenges. The early months of the pandemic saw hand sanitiser manufacturers struggle to keep up with soaring demand as the price of ethanol increased dramatically, while a global shortage and rising prices of bottle closures such as plastic hand soap pumps continues to be problematic for brands.

The growing amount of plastic waste generated by the increased use of liquid soap and hand sanitiser products is a further concern for a category that has been scrutinised for its environmental impact for years.

The amount of water used in bathroom products remains another challenge for the category to address. Matt Maxwell, Strategic Insight Director at Kantar, says: “Sustainability might not have been as high on the priority list for consumers as it was before the pandemic, but it will come back. Going forward, more brands will need to think about how they can combine sustainability with hand hygiene.”

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