Sweden Bath and Shower Market Overview, 2029

Bath products, which are a core part of personal health and hygiene, have evolved from the simple scrubbing soaps into innovative bath salts and gels. The movement of aromatherapy in the country has essentially promoted the rise in fragranced bathroom products because concerns over body odour have mounted. Thus, body washes and bath bombs imbued with essential oils and floral fragrances have become popular for the spa-like feeling. Technological advancements and formulation will transform the bath and shower products market. In the country, smart bath and shower solutions represent a new trend, including app-controlled showers, personalized formulations, etc. Packaging trends in bath and shower products are changing towards sustainability and aesthetic appeal. Environmental concerns have made it a priority for brands to look at sustainable packaging alternatives in the form of biodegradable materials and reduced plastic usage. Consumers are attracted to brands showing responsibility towards the environment, thereby achieving differentiation through sustainable packaging. Many challenges face the bath and shower products market. A war is brewing between the mature brands and the new entrants in the market, which brings pricing pressure and constant innovation in portfolios to retain space in the market. In the country, regulatory issues and compliance to safety standards also present resource-intensive activities, mainly for smaller brands.

According to the research report "Sweden Bath and Shower Products Market Overview, 2029," published by Bonafide Research, the Sweden Bath and Shower Products market is anticipated to add USD 110 Million from 2024 to 2029. Consumer preferences and buying habits are not limited to a single category of buying. Consumers buy based on various preferences and trends, largely in the case of bath and shower products. With several benefits that resulted from the rise of e-commerce, one of the opposite factors is increased competitions. With the rise of e-commerce in the country, that has redefined the methods of consumers to shop, comfort and a wide variety of products are given. Majorly, consumers today have started purchasing from online platforms with the online review and rating system serving as their guide. Though a few customers are indeed ready to try something new, brand loyalty persists and more often than not, people prefer established brands that already have a loyal customer base. The regulatory environment in which the bath and shower products market operates is characterized by strict safety standards and environmental regulations. Manufacturers have to adhere to guidelines on safety of ingredients, labeling, and claims made at the point of marketing to protect the consumer and ensure consumer protection. Companies should also show their commitment to sustainability through environmental-friendly packaging and responsible supply to sustain the society further. The COVID-19 pandemic has made enormous changes in consumer behavior in the bath and shower products market. The COVID-19 pandemic triggered consumers to focus on personal hygiene and wellness, which led them to consume comfort and calmness-giving products during uncertain times.

The country bath and shower products market represents a dynamic sector of diversified product types, including bath soaps, body wash/shower gels, and bath additives. It is anticipated that the market will gain substantial growth over the next few years due to consumer awareness on hygiene and personal care. The large segment of bath soaps includes everything from bar soaps to liquid soaps. These are expected to fulfill demands in the markets due to growing demand for luxurious bathing experiences and natural ingredients and essential oils. Consumers search for soaps that cleanse while also moisturizing their skin. There are medicated bath soaps designed for specific conditions, which in itself is a reflection of consumer interest in therapeutic personal care products. In the country, Body washes as well as shower gels have seen a great market due to their ease of use and because of the diversity of their forms. They usually possess moisturizing properties and come with a fragrant appeal, thereby enhancing the whole aspect of bathing. The shift towards prestige brands as well as organic formulation makes sound sense since customers demand products that will meet their healthy life perfectly. Body washes are also positioned as more moisturizing than soap, appealing mainly to dry and sensitive skin clients. Another growing segment is bath additives, including bath salts and oils, among others. These products are commonly used by consumers to augment relaxing benefits and therapeutic value, such as muscular relief and skin nourishment. As such, in the country , medicated bath additives seem like a category that the consumer really likes to buy, since they seem to offer fun at the same time as health benefits. The immense popularity of e-commerce further promotes access to a wide variety of bath additives for customers who have all these glorious choices from their comfort.

The main categories of product forms of the country bath and shower products are in the form of solids, liquids, and gels/jellies. The most significant segment in the market of bath and shower products is solid products, primarily bar soaps. The popularity of bar soaps lies in cost competitiveness and the ease of us. Cost-effectiveness becomes important in developing economies. In the country, Solid soaps are often enriched with fragrances and moisturizers to meet the consumer needs for hydration and fresh fragrance of the skin. Also, as people become more health conscious and hygiene conscious, growth in solid products is driven, too, by the demand for effective cleansing solutions. Liquid products comprise products such as body washes and shower gels. This growth is coming from the changed consumer habits, who prefer milder, more luxury cleansing experiences. Liquid formulations are perceived as more hydrating and thus easier to apply. Liquid bath products are in great demand by the younger consumers who are increasingly getting aware of the skincare benefits. Gel and jelly segments are also gaining a lot of attention. In the country, liquid products are becoming more attractive to customers while in-shower moisturizing creams, becoming more appealing to customers as people search for something special during shower time that can deliver exfoliating or, in some cases, hydration benefits with such formulations. This market is also driven by the growth in the requirement for organic and natural ingredients, where many brands launched their gel-based products that contain herbal extracts and essential oils. Gels are refreshing, being a texture product, which makes them appealing to various skin types.

The country market for bath and shower products is growing substantially, driven through various distribution channels such as supermarkets, convenience stores, online shops, and others. The biggest channel for selling bath and shower products in the country is supermarkets as they retail the largest portion of such products. They allow consumers to buy household products in large quantities, at times at cheaper prices. Brand universality in supermarkets makes them preferable to other retailers as these stores provide an immense spread of brands in one place. This is a favored channel for products such as shower gel refills and bar soaps, as consumers tend to buy more quantities. This is a channel where growth will continue as more customers will look for the convenience of buying under one roof. In the country, Convenience stores are also used as a distribution channel for bath and shower products, since they can be accessed by the customers for easy and quick purchases in order to have immediate personal care products. Convenient locations have been specified for these convenience stores; customers prefer convenient locations to wider choices of products. Even though they may not have a wide range as in supermarkets, convenience stores serve the important role of impulse buying and last-minute shopping. Giving enough reason for this place to still exist in the competitive world is providing high-selling brands and essential products. Online shopping has greatly changed the market for bath and shower products. E-commerce platforms ensure maximum ease in shopping for a vast variety of products from any corner of the house. Furthermore, online comparison and review reading simplifies consumer decisions and enhances their confidence in making purchases. In addition, most brands have also developed individual e-commerce websites, and sales have increased through targeted marketing efforts. The pandemic upsurge of the COVID-19 virus accelerated this trend as it led to online shopping becoming the vehicle through which most consumers acquire their personal care products. Other channels through which distribution takes place are pharmacies, specialty outlets, and warehouse clubs. These channels cater to niche consumer demands. For instance, pharmacies offer health-related merchandise, whereas specialty stores offer brands not available at any other outlet.



The country bath and shower products market can be further segmented into women and men based on the user's end. Women will form a considerable chunk of the bath and shower market in the country as far as effectiveness along with luxurious feel is concerned. Here, the women's segment is much influenced by trends in skincare and, therefore, has an ever-increasing demand for body washes, shower gels, and bath additives that are gentle on the skin and which also have added naturals such as essential oils and herbal extracts. This demographic increasingly favors organic and toxin-free products; it therefore contributes to the larger change in society towards conscious consumption around health. The market share belonged mainly to the soaps of the bath type; however, the body washes and shower gels are more likely to grow quickly as women crave more advanced types of cleaning products that provide moisturizing benefits with pleasant fragrances. The men's segment of the bath and shower products in the country market is also on the rise, but with different kinds of product preferences. Usually, men are very practical, so their bath and shower products must come with effectiveness and convenience. The market for men’s' grooming products includes body washes and shower gels that are usually based on their specific skin, which focuses on deep cleansing features as well as refreshing scents. As the awareness of personal grooming in men increases, acceptance of premium products offering performance superiority also increases. To a certain extent, the marketing strategies support product designs that talk about masculinity and practicality in this growth segment.


Considered in this report
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• Bath & Shower market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Activity
• By Product Type
• Bath Soaps
• Body Wash/Shower Gel
• Bath Additives

By Form
• Solids
• Liquids
• Gel/Jellies

By Distribution Channel
• Supermarkets
• Convenience Stores
• Online Stores
• Others

By End User
• Women
• Men

The approach of the report:
This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Bath & Shower industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.