The SBS (soap, bath, and shower) market has seen various unique stories emerge following COVID-19. The bath and soap segment has been driven by product innovation and consumers’ demand for premium benefits, as well as relaxing and therapeutic claims. Hand wash has experienced a boost as personal hygiene reached a peak in both awareness and behaviour influenced by COVID-19.

Skincare-related benefits and functions are becoming more and more important in the SBS market, requiring brands to compete not only in the personal care category, but also with the beauty and skincare category. A holistic view of health encompassing both the emotional and physical sides will be the next level of market development.

• The impact of COVID-19 on the soap, bath and shower product market

• Competitive landscape and launch activities

• Pain points and opportunities in hand wash

• Features attracting trial and emotional benefits wanted

This market covers solid and liquid soap (eg bar soap: primarily used for cleansing hands or body; hand wash product/ no-rinse instant hand sanitizer), bath and shower products for men, women and children. It excludes facial cleansers and scrubs. Market size comprises sales through all retail channels including direct to consumer.

Shower products included in this Report:

• Gels/creams

• Body washes

• Others (including mousse)

Bath products included in this Report:

• Foam

• Liquids (including oils, gels, milks, pearls)

• Solid products (including salts, melts, tablets, powder)