Bath and Shower in Denmark - New Market Research Report

Bath and shower saw current value sales rise by 1% in 2013, to reach DKK457 million. Although value sales were negatively affected by the financial crisis at the start of the review period, this negative development was short-lived and by 2010 the category had returned to positive 2% growth once again. However, it should be noted that this development slowed down a little, with just 1% growth in 2013. Many products within the bath and shower category, such as liquid soap and shower gel, are regarded as essential by the Danish population. These products therefore experienced steady demand and positive volume growth throughout the review period.

Competitive Landscape

The bath and shower category is dominated by five companies. Colgate-Palmolive A/S led value sales in 2013 with a 31% share, followed by Unilever Denmark A/S (19%), Matas A/S (11%), The Body Shop BS Danmark A/S (8%) and Beiersdorf A/S (7%).

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Industry Prospects

Bath and shower is expected to see value sales decline by 1% at constant 2013 prices over the forecast period as a whole, resulting in sales of DKK455 million by 2018. However, in volume terms most categories will see positive growth, indicating that average unit price is likely to decline, or at least stagnate. A reason for this is that private label products and inexpensive brands will become more popular during the forecast period. Colgate-Palmolive's Sanex brand is set to be among the brands that will benefit from this, as its unit price tends to be below that of its closest competitors.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bath and Shower industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower in Denmark market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Bath and Shower in Denmark?
* What are the major brands in Denmark?
* How are sales of private label products evolving?
* What is the importance of intimate washes in the overall category context?



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