Recently released global research conducted by Euromonitor International, a multinational market research company, sheds light on personal care habits and trends throughout the world. This interesting research reveals insight that could be of particular use to those planning retail strategy in the beauty sector.

The Personal Appearances Survey questioned more than 6,600 consumers aged 15-65 across 16 countries, including Brazil, Germany and the UK, as well as here in Australia.

The survey analysed weekly washing habits, such as the preference for bath, sponge bath or shower in the survey sample. According to the data, 43 per cent of the survey participants across the world prefer a sponge bath and take one at least once a day.

While some respondents may prefer the speed of a sponge bath, the survey found that bathing is a more leisurely activity in India, with the nation ranking the highest number of weekly full immersion baths taken. The Indian respondents took the lead spot, with most taking a full bath every single day of the week.

In second and third place were Japan and Indonesia respectively, meaning that Asian consumers are most likely to take a bath multiple times during the week. This is in contrast to their European counterparts across the globe, with Spain and France ranking in the lowest quartile of weekly bath-taking.

However, interestingly, when analysing weekly shower amounts, it was the South American country of Brazil that took the No.1 spot with approximately 12 showers a week – well above the global average of seven.

It is also in the Americas that retailers can find the most amount of hair washing taking place each week, with Mexicans shampooing slightly more than six times a week, and again considerably above the global average of just under four shampoos a week.

And how about on the other side of the world? Australians have above average shower habits but wash their hair slightly less than the international benchmark.

With Euromonitor also predicting both the hair and skin care markets to increase by more than 20 per cent in the next four years, it seems that this is an exciting time for the beauty industry for both businesses and consumers alike.

Author Pippa Kulmar

More posts by Pippa Kulmar

Leave a Reply