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Bath and Shower in the United Kingdom

United Kingdom bath products market: £788 million industry forecast by 2017

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2014-04-21 20:13:04 - Bath and Shower in the United Kingdom - a new market research report on

In 2012, Unilever Home & Personal Care Ltd maintained its leadership of the United Kingdom bath products market and shower products industry with a 27% value share and sales of £211 million. The company´s best performing brands in bath and shower were Radox with sales of £96 million, Dove with £66 million and Lynx with £39 million.

While Lynx, which is dedicated to men, has been a growing favourite for years, the Radox and Dove brands have had to cope with the declining popularity of their core categories, bath additives and bar soap, respectively, in which they are the leading brands. Nevertheless, not only did they remain strong in their core categories but they also managed successful diversifications, mainly in liquid



soap and body wash/shower gel, with the introduction of new scents and new ranges for men.

Bath and shower recorded current value growth of 3% in 2012 thanks to less discounting in bath additives, bar soap, liquid soap and body wash/shower gel, stable sales of premium products and growing sales of natural products and male-specific brands, such as Lynx, Sanex for Men and Shower Men from the Radox range.

Bath and shower is set to remain fairly flat in constant value terms over the forecast period, with sales standing at £788 million in 2017. As many brands are now offering similar properties, scents and results, it will become more difficult in the future for one to get ahead of another, so it may come down to pricing, meaning that discounting is expected to play a big part in the purchasing decision process.

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Mike King
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