The developing countries are experiencing a dynamic growth in the bath and shower market due to the importance of personal hygiene and healthcare. Bathing refers to, immersing in fluid and then cleansing the body but shower refers to the spray of water under which a person bathes and may be the concept of a shower came into existence by seeing the drizzling rain in which people enjoyed. The awareness amongst the people regarding personal hygiene and promoting cleanliness to avoid diseases, infection and odour; and the increase in the standard of living has put emphasis on the purchase of products related to bath and shower. Asia comes after Latin America which is one of the leading buyers of these products.
A market research report states that shower products added 67.4% to the global market value. The CAGR (compound annual growth rate ) of the Canadian bath and shower market showed a growth of 1 percent which is estimated to go up to 939 million Canadian dollars by the year 2016. The major distribution channels like supermarkets, hypermarkets etc. for these products occupies around 59.1 percent of the market value. The product line in the category of bath & shower includes liquid body wash, soaps, scrubs, shower gels, brushes etc. Now-a-days the main objective of consumers is to buy nature based products as it is gentle on the skin and does not have any kind of harmful side effects rather than the chemical based products.
Despite the current scenario of the economic slowdown, many new companies have cropped up in the bath and shower industry. The growth prospects in the industry elevated with improvements and innovation in the product, new developments in packaging, high living standards of people and their expectations, circulation and its pricing issues. Major market players of this sector are Procter & Gamble, Unilever, Ivory, Dove, Ponds, Colgate-Palmolive etc.
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