Bath and Shower Products Market Size, Share & COVID-19 Impact Analysis, By Product Type (Bath Soaps, Body Wash/ Shower Gel, Bath Additives, and Others), Form (Solid, Gels & Jellies, Liquid, and Others), End User (Men and Women), Distribution Channel (Hypermarkets/Supermarkets, Convenience Stores, Online Stores, and Others), and Regional Forecast, 2023-2030

The global bath and shower products market size was valued at USD 46.70 billion in 2022 and market is projected to grow from USD 48.83 billion in 2023 to USD 70.88 billion by 2030, exhibiting a CAGR of 5.47% during the forecast period.

As a fundamental element in maintaining personal health and hygiene, bath products have evolved from simple scrubbing soaps to novel bath salts and gels. The trend of aromatherapy has essentially supported the adoption of fragranced bathroom products owing to the rising concerns regarding body odor. Body washes and bath bombs infused with essential oils and floral scents are popular as they provide a spa-like experience. On the other hand, a strong consumer preference for intimate hygiene products such as Oriflame’s ‘Protecting Intimate Wash’ in developed markets is further likely to augment the growth of the market.

COVID-19 IMPACT

Increasing Focus on Personal Hygiene Fueled Market Growth

The SARS-CoV-2 pandemic has led to a burgeoning demand for personal cleansing products across the globe. People are stock-piling everyday consumer goods, which has resulted in a shortage of hygiene products in most retail stores.

Players have ramped up production to meet the increasing consumer demand for, particularly, soap products. For instance, Henkel increased its soap supply output by about 30% worldwide in the first quarter (Q1) of 2020. However, despite this heightened demand, the company's beauty care segment registered a negative organic sales growth of -3.9% in Q1 of 2020 due to the closures of a few sales stores, limitations on promotions & pricing, and lockdown imposed in a majority of the nations across the globe. Whereas Unilever witnessed a volume growth for skin cleansing and hygiene products in Q1 of 2020, the company introduced its products under the hygiene brand ‘Lifebuoy’ to about 43 new markets.

Moreover, appealing claims such as germ-protecting, therapeutic, and antiseptic bathing are being put up by players on the products to attract consumers. Besides, the vaccination program for COVID-19 is not yet completed, and therefore, maintaining sanitation has become critical to prevent virus transmission. Therefore, the trend of hygiene maintenance is likely to be followed in the near future, which, in turn, is expected to drive the demand for bath and shower products.

LATEST TRENDS

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Rise of Biotechnology-Inspired Formulations to Boost Product Demand

Players are keen on utilizing biotechnology expertise to develop high-performance bath and shower products, thereby attracting consumers. For instance, Massey Medicinals offers a handcrafted product range, Candida Freedom that includes biodegradable soaps and bath salts. These products are formulated with the probiotic LactoSpore, a Bacillus coagulants strain developed by Sabinsa Corporation.

Moreover, products based on micro-biome technology are in high demand owing to their proven benefits of healthy and glowing skin. For instance, JooMoo Ltd. has developed a body wash utilizing its own Microbiota Immune Response Regulation (MIRR) technology. This 3-in-1 product currently being offered on its website is intended for cleansing, moisturizing, and shaving the skin. Therefore, the advent of biotechnology is likely to support the global bath and shower products market growth during the forecast period.

DRIVING FACTORS

Increasing Demand for Baby Products and In-Shower Products to Propel Growth

Baby care products are gaining popularity globally as parents are becoming more conscious about their baby’s health. Manufacturers emphasize formulating these products with safer ingredients that would not cause any harm to the baby’s skin. For instance, in February 2020, the brand Maate was launched by Indian Cricket player Mr. Suresh Raina, offering body wash, hair cleanser, and face butter, among others in India. These products are manufactured specifically for babies and produced with Ayurvedic herbal extracts without any toxic chemicals.

Products such as Nivea’s Nourishing In-Shower Body Milk and Olay’s Ultra Moisture In-Shower Body Lotion are witnessing heightened demand.   The in-Shower products segment gains traction due to their dual effects such as bathing and moisturizing or bathing and sun-protective effects offered by a single product.

Therefore, the increasing consumption of baby products and the development of In-Shower variants are anticipated to positively impact the global market.

Expanded Usage in Hospitality Sector to Augment Growth

The increasing product usage at commercial places such as the hospitality sector, including resorts and various lodging facilities, is likely to augment market size. For instance, in May 2019, Marriott Hotels introduced an amenity collection, This Works, that includes shower gel, bathing bars, shower caps, and shampoo & conditioners. This premium product range is expected to offer a luxurious & relaxing experience for their guests. 

Furthermore, geriatric patients or old-age people who are bedridden are vulnerable and prone to infections, making body cleansing products of utmost importance for their hygiene maintenance. Increasing adoption of Bed Wash products for such people is further expected to promote market growth. For instance, Vernacare Limited offers body wash products for bed-washing patients admitted to the hospital. The product range includes foam baths, Clinician Body Wash, and Oasis Bed Bath. Therefore, bed bathing products are likely to offer new opportunities to manufacturers. This includes designing new product forms convenient for bathing while a person is bedridden and products that suffice the hygiene requirements of sick or injured individuals.

Therefore, increasing bathing products in hospitality, and increasing awareness about the health of patients admitted to the healthcare sector, will bolster the demand for bath and shower products.

RESTRAINING FACTORS

Presence of Toxic Ingredients and High Cost to Limit Product Demand

Several bath and shower products consist of toxic ingredients such as formaldehyde or 1, 4-dioxane, showing adverse effects on the skin, such as rashes or allergic reactions. This is expected to pose a challenge to market growth. Moreover, the high cost of certain products such as body washes and bath additives is likely to limit their penetration in less developed markets.

SEGMENTATION

By Product Type Analysis

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Bath Soaps to Hold a Major Share Due to Widespread Availability 

The most important driving factor for the soaps category is their lower cost as compared to other types. The affordability of these products has made them a preferred choice among several developing nations such as Mexico, India, and various African countries.

The body washes and shower gel segment is expected to witness significant growth in the forthcoming years owing to the increasing popularity and convenience offered over traditional soap bars in terms of storage and usage.

By Form Analysis

Solid Segment to Dominate the Market Due to Wide Variety in This Form

Based on form, the market is segmented into solid, gel, liquid, and others. The solid segment includes various products such as bars, salts, bath bombs, and petals. Uniquely shaped solid bathing products with cartoon characters in attractive colors are gaining attention from kids. A slab of artisan and handmade soap is becoming popular in society. Additionally, product forms such as Shiseido’s small-sized Bath Tablets gain attention as they are convenient to carry while traveling. Therefore, the segment is expected to hold a major share during the forecast period.

The gel and liquid segments are anticipated to grow significantly due to their storage convenience in closed bottles and the availability of easy dispensing systems such as push pumps for shower gels and droppers for bath oils and others.

By End-User Analysis

Men Segment to Grow Rapidly Due to Emerging Male Grooming Trend

Based on end-users, this market is segmented into men and women. The rising male grooming trends and the increasing need to get rid of body odor after gym, sports activities, or hectic office hours are the factors responsible for the rapid growth of the men’s segment.

The rising number of working women and increasing awareness regarding feminine hygiene will help the women’s segment maintain its dominance in the near future.

By Distribution Channel Analysis

Hypermarket/Supermarket segment to hold Dominant Position Due to Purchase Convenience

Distribution channels include hypermarket/supermarket, convenience stores, online channels, and others. The hypermarkets/supermarkets are ideal for purchasing household products in bulk, as they provide discounts on the big pouches of shower gel refills and bar soaps. Additionally, the availability of a wide variety of brands under a single roof makes it a dominant market segment

Online stores are gaining traction owing to the increasing number of brand-specific e-commerce websites and easy purchasing and payment options available through the online channel.

REGIONAL INSIGHTS

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Asia Pacific stood at USD 17.55 billion in 2022 and is expected to dominate the global bath and shower products market during the forecast period. This dominance is attributed to increasing hygiene awareness and warmer climatic conditions. Moreover, the Food and Agriculture Organization (FAO) stated that the median age of the Asian population is estimated to be lower, valued at the age of 28, as compared to Northern America (about 38) and Europe (about 42) in 2020.  The rising young generation in the region contributes to higher demand. The age group is usually attracted to novelty items such as fragranced bath additives and products, including shower gels, at a greater rate. Additionally, the rising inclination towards herbal products formulated with turmeric oil, aloe vera, or extracts of traditional Chinese and Japanese medicinal plants is anticipated to boost the bath and shower products demand in the region.

The market in North America is majorly driven by the adoption of high-cost body wash and shower gel products due to high-income groups in the U.S. and Canada. The market in Mexico is primarily led by low-cost solid soaps owing to less-developed economic conditions. Besides this, the gradual growth of Mexico’s care industry will further boost the demand for bath and shower products among the region’s population. For instance, the Wisconsin Economic Development Corporation published the article, Strong growth in Mexico’s market for cosmetics, beauty, and personal care products. The article was published in June 2018, stating that the products under the skincare segment witnessed a growth of 6% in the previous year in Mexico. The growth was attributed to the introduction of various new brands in the country.

The market in Europe is expected to hold a significant share owing to the consumption of premium products. Bath bombs and bubbles gain popularity in these nations as bathtubs are an integral part of bathroom products.

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South America & the Middle East & Africa regions accounted for a comparatively lower share of the market. However, rising disposable income, increasing sanitation awareness, and increasing facilities such as clean water and affordable bath products are likely to boost the market in the regions.

KEY INDUSTRY PLAYERS

Product Launches and Packaging Innovations to Provide Competitive Advantage 

The market is highly fragmented in nature due to well-established players, small companies, and startups. Key players such as Unilever, Henkel, and Natura & Co., among others, adopt various growth strategies to gain a competitive advantage. For instance, Natura & Co. acquired The Body Shop brand in 2017, and Natura acquired Avon in January 2020. Both brands offer beauty & personal care products and are likely to expand Natura’s product portfolio of personal care lines.

Additionally, the increasing inclination of consumers towards organic and vegan bath and shower products offered in recyclable packaging supports its sustainability. Therefore, new product developments are likely to offer widespread opportunities to bathing product manufacturers in the forthcoming years.

LIST OF KEY COMPANIES PROFILED:

• Unilever (U.K.)


• Colgate Palmolive Co. (U.S.)


• Beiersdorf AG (Germany)


• Henkel AG & Co. KG aA (Germany)


• Natura & Co. Holding S.A. (Brazil)


• Procter & Gamble (U.S.)


• L’Occitane International S.A (Switzerland)


• Lion Corporation (Japan)


• Johnson & Johnson Services, Inc. (U.S.)


• Reckitt Benckiser Group plc (U.K.)

KEY INDUSTRY DEVELOPMENTS:

• July 2022 - CLEANO2 has announced the launch of body bar soap. The launch will help the company in increasing its product line and revenue of the company.


• April 2021 - Procter & Gamble brand Olay Body, has introduced three new body care collections Olay Premium Exfoliating Body Wash Collection, Olay Cleansing & Renewing Body Care Duo with Retinol, and the Olay Dermatologist Designed Collection. The new launch will help the company in increasing its customer reach and product depth.


• July 2021 - Procter & Gamble launched its new personal care brand, Quiet & Roar. The brand will consist multi-sensorial body care collection such as gentle body washes, lotions, and scrubs.


• January 2020 – Procter & Gamble announced its strategy to acquire a women’s body care brand, Billie Inc., to support P&G’s female beauty products line. Billie offers various grooming products, including Sudsy Body Wash and body lotion, among others.


• June 2020 - Emami Limited has announced the launch of a new range of Boroplus soap and hand wash products. With this launch, the company focuses on transforming Boroplus into all seasons brand.

REPORT COVERAGE

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The global bath and shower products market research report provides a detailed analysis of the market and focuses on key aspects such as competitive landscape, distribution channels, and leading product types. The report also offers insights into the key market trends, competitive landscape and highlights key industry developments. In addition to the factors mentioned above, the market report encompasses several factors that would contribute to the growth of the advanced market over the forecast period.

Report Scope & Segmentation