Boston, MA -- (ReleaseWire) -- 07/07/2014 -- Beginning in mid-2011, the leading companies implemented strong price increases for soap. In the last year and a half, Procter & Gamble de Mexico's soap prices increased by almost 30%, after prices of liquid soap had stagnated for many years. Increasing production inputs forced companies to finally increase the price of soap. Tallow, a rendered form of mutton fat used in producing soap, is now very expensive.
With a value share of 34%, Procter & Gamble de Mexico maintained its lead in bath and shower in 2012. The company was able to maintain its lead in spite of recent increases in soap prices, thanks to the multiple brands it has in the Mexican market, and their popularity amongst Mexican consumers. Zest, Escudo, Camay and Safeguard are amongst the most popular brands the company has in bath and shower. Recently, the Camay brand was the most successful in maintaining its share, because of its relatively low price. Its Zest line, however, continued to suffer; its sales were not able to make a full recovery from the 2008 economic downturn, when many consumers switched to cheaper soap brands.
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The economic recession forced many consumers to replace the bath and shower products they traditionally purchased with cheaper products, especially in bar and liquid soap. Yet, even after the economic recovery in Mexico, not all consumers switched back to their original brands. Given the permanence of the preference for cheaper goods amongst a large number of consumers, and the recent increase in soap prices, it is likely that the forecast period will see a further strengthening of cheaper soap brands, such as 4E de Mexico's Blumen brand.
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The Bath and Shower in Mexico market research report includes
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Product coverage: Bar Soap, Bath Additives, Body Wash/Shower Gel, Intimate Hygiene, Liquid Soap, Talcum Powder.
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