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Bath and Shower in Australia

Australia's bath and shower market is dominated by International brands

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2014-01-27 03:25:01 - Bath and Shower in Australia - a new market research report on

The Australian bath and shower market is dominated by the presence of international players which is particularly prevalent within the grocery distribution channel. In health and beauty retailers in Australia, there is a demand for shelf space and signficant presence for a select number of locally-based pharmacy only brands. In the health and beauty retailers in Australia, the dominant brand remains Ego Pharmaceutical´s QV brand. Consumers with skin concerns such as eczema, rashes and sensitive skin are particularly loyal to this local brand.

Sensory attributes and appealing product concepts were key drivers of sales. It is the norm in bath and shower to position products with concepts representing exotic tropical locations, relaxation themes associated with spa and nature and those containing



natural ingredients such as aloe and honey. However, there are a limited number of completely natural products on the market; most aspire to imitate natural fragrances that evoke emotional responses of wellbeing. Fragrances linked to food are also gaining prominence. Body wash/shower gel best demonstrated this trend and grew by 9% in current value terms in 2012.

Fragrance and ingredients will continue to drive growth. Manufacturers will continue to focus on three gaps in the market; men, multi-function and sensitive skin, with fresh ranges of offerings to generate mass appeal. Naturally positioned fragrances will play a key role in these new offerings.

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Mike King
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