From the "pleasure" shower gel to the "skincare" shower gel

Today, shower gels are more and more specialized. Skincare is gaining in importance in the minds of consumers, while the pleasure ranges lose market share. With a growth of 3.6% in value, the shower gel market seems to do not suffer from the crisis. The market is mainly composed of national brands. The shower gel market represents approximately 490 million euros.

This is the French brand Le Petit Marseille which is the leader with 17% of market share. The brand continues to gain ground since it dethrone Tahiti douche in 2008.

Tahiti douche brand continues to lose market share on the market leader, despite the makeover of its packaging. While Fa, thanks to a new strategy focused on skin care is gaining market share.

Most brands which have based their strategy on body care seem gained market share. This is the case for Caddum, Dove and for Laboratories Vendome.

Other brands impose themself in the market using different strategies. This is the case for Axe shower gels that directly benefit from the popularity of deodorant. The Playboy brands Playboy and Adidas after their successful experiences in the perfume and deodorant are also beginning to enter the market of shower gels. In recent years, sales of distribution brands decreased to reach 11.7% market share in 2010.

In France, the shower gel market is growing. Consumers expect better and more effective care for their skin rather than the sensation of pleasure in the shower.

Have a nice shower for a nice evening!

Alexandre