Boston, MA -- (SBWIRE) -- 11/18/2014 -- Changing consumption patterns saw consumers moving from bar soap to body wash/shower gel and liquid soap. Bar soap experienced a declining trend because consumers prefer to have body wash/shower gel or liquid soap available in the bottle ready for use, instead of having to first unwrap the paper packaging before using the bar soap which is inconvenient. In addition to this, refill packs are also available, which is an economical factor which encourages more consumers in Malaysia to switch from bar soap to body wash/shower gel and liquid soap.

Competitive Landscape

Unilever maintained its leading position with 24% value share in 2013, leaving far behind the second player. Its number one position was contributed by a portfolio of well-known brands, including Lux, Lifebuoy, Dove and Impulse, which have been popular for a long time and become household brands in Malaysia. In addition, the company constantly engages in marketing activities to keep its brands top of consumers? minds. Commercials for brands like Lux, Lifebuoy and Dove can be seen regularly on major local television channels.

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Industry Prospects

High growth rates and a large number of industry players mean that bath and shower will experience tougher levels of competition over the forecast period. Companies will have to constantly innovate in order to capture consumer attention. Extra benefits will be added to bath and shower products to make them more relevant with market trends, such as whitening, anti-stress and natural ingredients. It is expected that the category will remain highly fragmented with many strong players trying to vie for a piece of the pie.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Malaysia 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 Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower in Malaysia 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 Malaysia?
- What are the major brands in Malaysia?
- How are sales of private label products evolving?
- What is the importance of intimate washes in the overall category context?

Reasons to Get this Report:

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

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