Mature Canadian bath and shower market showing signs of struggle

According to Companies & Markets, the Canadian bath and shower market is projected to post a constant value compound annual growth rate (CAGR) of 1 percent during the period to 2016, to reach C$939 million ($933m).

And the market researcher claims 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.

Compared to figures in 2011, the growth certainly appears to have stalled amidst a challenging global financial situation.

Slowing down​

The Canadian bath and shower market experienced a CAGR of 4 percent 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 percent to reach C$295 million, and 3 percent in volume terms in 2011.

This subcategory also achieved the highest volume growth in 2011, making it one of the few segments, other than liquid soap, to achieve positive volume growth.

Who’s who…​

According to Companies & Markets, Unilever Canada ranks first in the bath and shower category with a 15 percent share of retail value sales, predominantly due to the success of its Dove brand.

Procter & Gamble is in second place in terms of market share with 14 percent, with the Olay, Ivory, and Zest brands leading the way.

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 percent, while in terms of volume the CAGR is expected to be 2 percent.