MARKET REPORT: BATH AND BODY
n In 2012, Brazil leapfrogged the U.S.
as the largest market in the world
for bath and body care products.
Beauty brand owners who offer
bath and body care products have
become heavily dependent on
emerging markets to
shore up profitability
as economic storms
buffet sales in
and the U.S. But,
with key BRIC economies
now slowing down, is
this safe haven of growth
about to close?
n In developed markets such as the U.S.
and Western Europe, more consumers
are continuing to move away from bar
soap and toward body wash.
n Even as BRIC markets push expansion,
slower economic growth is putting
a pinch on these countries’ middle
classes, leading to more cautious
spending patterns and possible trade
downs from middle-market products.
n During the next five years, emerging
markets—propelled by Brazil, China,
India, Russia and Mexico—will
continue to dominate the global
growth picture of bath and body care,
though sales will almost certainly be
softer than during the preceding five
years, reflecting a squeeze on the
n In light of Brazil and China’s
slowdowns, India and Mexico are
picking up steam in the bath and
BY ROB WALKER,
22 Market Report: Bath and Body
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