Following a positive year in 2023, retail volume and value are not set to be as high over the forecast period. The landscape is well-established, and maturity is an issue for many product areas.
Male-targeted products in baths and showers are set to have strong growth potential across the forecast period. With market players offering sharper scents and focused marketing for men, this is set to take share from generic bath and shower products.
The shift from bar to liquid soap is expected to intensify over the forecast period as the latter format is far more convenient as well as hygienic. Also, local players such as Mayeri are investing in new product development, expanding product lines with new scents, including Citrus & Olive.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Estonia 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 Estonia, 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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