The Canadian bath and shower market is projected to post a constant value compound annual growth rate (CAGR) of 1% during the period to 2016 to reach C$939 million.
This marginal market growth is attributable to the fact that the previously dynamic subcategories of liquid soap and body wash/shower gel are now becoming more saturated and mature, while already declining subcategories such as bar soap, intimate washes and talcum powder, will continue to undermine value sales performance.
The Canadian bath and shower market experienced a CAGR of 4% in value terms throughout 2011, to reach a total market value of C$911 million.
The segment within the Canadian bath and shower market that experienced the highest rate of growth in current value terms was body wash/shower gel, which grew by 6% (reaching C$295 million), and 3% in volume terms (13.1 billion litres) in 2011.
Body wash/shower gel also achieved the highest volume growth in 2011, making it one of the few subcategories (other than liquid soap) to achieve positive volume growth. A good portion of the value growth in body wash/shower gel was the result of unit price increases; in 2011 unit prices in this subcategory grew by an average of 2%.
Unilever Canada Inc ranks first in the bath and shower category with a 15% share of retail value sales, predominantly due to the success of its Dove brand. Procter & Gamble Inc captured second place in bath and shower in terms of market share with 14%. This result is attributable to the success of Procter & Gamble's Olay, Ivory, and Zest products.
The fastest-growing segment within the Canadian bath and shower market is projected to be bath salts/powder with a constant value CAGR of 3%, while in terms of volume the CAGR is expected to be 2%. The good news is that usage of these products will grow, in addition to the fact that manufacturers will be able to increase unit prices.
For more information on the Canadian bath and shower market, see the latest research: Canadian Bath and Shower Market Report
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