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The global soap, bath and shower market was sluggish in 2015. The growth picture was stymied by stagnating emerging market economies. Four of the five fastest-growing markets, India, Vietnam, Indonesia and China have among the lowest per capita spending. Brands have been looking to these countries to compensate for an even gloomier picture in mature markets, but transitioning consumers from “entry level” bar soaps to higher margin products will take longer than thought several years ago.

The highest spending markets like the US, and Western Europe tend to have the worst growth prospects. Innovation is incremental and for that reason, plays a larger role in fighting contraction than driving growth.

Brazil’s economic troubles have slowed consumer spending in the category. However, Brazil will likely remain one of the world’s fastest growing soap markets because consumers spend an unusually high percentage of disposable income on beauty and personal care products, making this a fairly recession-proof category.

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What's included

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Table of contents

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