A Year of Innovation in the Soap, Bath and Shower Products Market 2021

Providing the most comprehensive and up-to-date information and analysis of the Soap, Bath & Shower market, including the behaviours, preferences and habits of the consumer.

While the COVID-19 vaccination programs across Europe remains in full swing, potentially causing longer-term hygiene behaviours to relax, the ongoing concerns over vaccine resistant variants persist. Because of this, antibacterial SBS formulas and sanitiser launches will continue to hold strong at least in the short term. To help this potentially extend into the long-term, brands are now also looking to add value to hygiene-focused SBS innovations.

Innovations in soap, bath and shower gel could see product aspects crossing into the beauty category, such as fragrances and skincare innovations. A gap currently exists for specialised sanitisers for older people (who are more likely to be concerned about the virus) and for men (who tend to be less likely to carry sanitisers around with them). Eco-friendly soap, bath and shower products, as well as sanitisers that tap into wellness trends could also add value to products, as well as explorations into personalised BPC products.

Wellness themes are almost ubiquitous in BPC, with many brands now reaching out to people who regard BPC routines and rituals as an ideal time to unwind and de-stress. Bathing and showering have in particular been long associated with wellbeing.

With climate change becoming a much more public issue, SBS brands must boldly highlight their products’ minimal environmental impact. Recent skincare innovations in format and texture (such as tablets and powders) and concentrated formulas are stressing water-saving capabilities, as well as helping to reduce plastic waste.

Read on to discover more details or take a look at all of our Beauty and Personal Care market research.

Covered in this report

Brands: Bio Puree, 18 Herbs Organics, Organic Traditions, Becel, SPO, Amazon, .nod, De Cecco, Les Petites, The Butter Works, Sviestas, Planet of Plants, Carlshamn, OraSi, Omegaline, HuilOr, Soufouss, Nutralite, Fortune Xpert, Chakada, The Nature’s Bowl, Qi Yun Shan, Coppertree Farms, Dandaraga Estate, Plenty Cold, Maple Hill, Nuts for Butter, Bella del Sol, Oliala, New Roots, O Organics, Fork & Leaf, RAR Gourmet, Primavera, PJ, Yema & Co Ghee, Benni, Viro.

Expert analysis from a specialist in the field

This report, written by Rosalia Di Gesu, a leading analyst in the Beauty & Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Across the regions, innovation is tapping into on-trend themes around skin health, protection, wellness and sustainability.

Rosalia Di Gesu
Global Beauty & Personal Care Analyst