South America Bath & Shower Products Market - Growth, Trends, and Forecast (2020 - 2025)

The South America bath and shower products market is projected to grow at a CAGR of 3.2% during the forecast period, 2020 - 2025.

• The market is primarily driven by increasing awareness about health and hygiene among the people in the country. In addition, the hot and humid climate that results in sweating has created a need for bath and shower products. Moreover, the rising disposable income and increasing living standards of the consumers are also leading consumers to opt for more expensive and aesthetically appealing bath and shower products with different fragrances and effective ingredients. Furthermore, frequent launches of enhanced products such as seed oil or vitamins infused shower gels, have further contributed to the growth of the market.
• However, the growing awareness towards the use of chemical ingredients in such bath and shower gels, like sodium lauryl sulfate, dioxane, parabens, etc., that is considered as a harmful substance for the skin, is expected to hinder the growth of bath and shower products market.

Key Market Trends

Rising Demand for Shower Gel among Consumers

Shower gel and body washes are witnessed to have the fastest growth rate during the forecast period owing to its consumer sophistication for liquid soap and bath products, and their ease of use compared to traditional bar soaps as the traditional soaps make the skin dry by stripping out the moisture, due to presence of sodium hydroxide. In addition, the growing availability of shower gels in supermarkets and hypermarkets. With growing awareness, consumers are spending huge amounts of money on health and skincare, especially urban consumers where the adoption of shower gel is much higher. This is expected to boost the shower gel market during the forecast period.

Brazil to have the Fastest Growing Market in South America Region

Brazil is the key market for bath and shower products in South America which is followed by Argentina and Chile. The growing concentration of internet and smartphone users in Brazil has driven the e-commerce sales of bath products. Younger population, tech-savvy millennials are more likely to use the internet and shop online. Moreover, the convenience and discount offers at online retail have further fueled the market. Better price of products, wide variety, availability of products, and convenience are the key factors driven online retailing in Brazil. According to The Atlantic, Brazilians take, on average, 12 showers a week, which has driven the consumption of bath & shower products. Products focused on fragrances, and new varieties have increased demand in the market. Many premium brand products focus on the direct selling of sales through e-commerce as these channels offering tough competition to conventional supermarkets and convenience stores.

Competitive Landscape

The South America bath and shower products market is competitive and fragmented in nature owing to the presence of many regional and domestic players. Emphasis is given on the merger, expansion, acquisition, and partnership of the companies along with new product development as strategic approaches adopted by the leading companies to boost their brand presence among consumers.

For instance, in February 2017, Olay, Ivory, and Old Spice launched the latest innovation across Procter & Gamble’s Personal Cleansing Category- DUO, which is a dual-sided body cleansing buffer that revolutionizes the look and feel of clean. The brand unites the clean of a bar, the care of a body wash, and the experience of a puff to give users a multi-sensory, best of all worlds’ experience. Key players dominating the market include Unilever, Beiersdorf Group, L’Artisan Parfumeur S.A.R.L, Colgate-Palmolive Company, and Procter & Gamble, among others.

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