Bath and Shower Products Market Size, Share & COVID-19 Impact Analysis, By Product Type (Bath Soaps, Body Wash/Shower Gel, Bath Additives, Others), By Form (Solid, Gels & Jellies, Liquid, Others), By End User (Men and Women), By Distribution Channel (Hypermarkets/Supermarkets, Convenience Stores, Online Stores, and Others), and Regional Forecast, 2021-2028

The global bath and shower products market size was USD 43.22 billion in 2020. The global impact of COVID-19 has been unprecedented and staggering, with bath and shower products witnessing a positive impact on demand across all regions amid the pandemic. Based on our analysis, the global market exhibited a higher growth of 4.6% in 2020 than the average year-on-year growth during 2017-2019. The market is projected to grow from USD 44.78 billion in 2021 to USD 63.16 billion in 2028 at a CAGR of 5.0% during the 2021-2028 period. The change in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over.

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.

Increasing Focus on Personal Hygiene During COVID-19 Pandemic to Fuel 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 the production to meet the increasing demand for, particularly, soap products. For instance, Henkel has 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 closures of few sales stores, limitations on the 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 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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Biotechnology Inspired Formulations to Surge 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 probiotic LactoSpore, a Bacillus coagulans 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 Product Range 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 Facilities 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 bath, 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 the products that suffice to the hygiene requirements of sick or injured individuals.

Therefore, increasing bathing products in hospitality, and increasing awareness about health of patients admitted in 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 it a preferred choice among several developing nations such as Mexico, India, and various African countries.

The body wash 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 of Products offered 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 bath and shower products market 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, the 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 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 15.99 billion in 2020 and is expected to dominate the global 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 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 (London, U.K.)


• Natura & Co. Holding S.A. (São Paulo, Brazil)


• Colgate Palmolive Co. (New York, U.S.)


• Beiersdorf AG (Hamburg, Germany)


• Procter & Gamble Co. (Ohio, U.S.)


• L’Occitane International S.A (Geneva, Switzerland)


• Lion Corporation (Tokyo, Japan)


• Henkel AG & Co. KG aA (Düsseldorf, Germany)


• Johnson & Johnson (New Jersey, U.S.)


• Reckitt Benckiser Group plc (Slough, U.K.)

KEY INDUSTRY DEVELOPMENTS:

• May 2018 – The L'Occitane group launched Icy Verbena, Citrus Verbena, and Mint Verbena product range, including shower gel, body gel, body scrub, and body foam products.


• January 2020 – Procter & Gamble Co. 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.

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 report encompasses several factors that would contribute to the growth of the advanced market over the forecast period.

Report Scope & Segmentation