Formulations will remain at the forefront of product innovation within bath and shower, with a growing emphasis on natural and botanical ingredients boasting both eco-friendly and sustainability credentials. For instance, Australian cleaning brand Wash Wild has unveiled a line of products formulated with over 99% plant-derived, non-toxic, and biodegradable ingredients, offering consumers a natural and environmentally-conscious option.
Amid heightened competition, brands have shifted their focus from formulation alone to exploring new delivery formats aimed at enhancing the consumer product experience. With an emphasis on enjoyment, Sundae Body stands out with its innovative whipped shower foam, tapping into the preferences of a younger, digitally-savvy audience such as Generation Z.
Sustainability has become a fundamental pillar in both product development and marketing strategies in Australia, and this is set to continue shaping the landscape of bath and shower over the forecast period. According to Euromonitor International’s Voice of the Consumer: Sustainability Survey (fielded January to February 2023), a significant majority of Australian consumers are prioritising environmental impact, driving their sustainable shopping habits, and favouring brands actively engaged in sustainability initiatives.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Australia 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 Australia, 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 talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set 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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