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Bath and Shower Products Market Size, Share & COVID-19 Impact Analysis, By Product Type (Bath Soaps, Body Wash/Shower Gel, Bath Additives), By Form (Solid, Gels & Jellies, Liquid), By End User By Distribution Channel, and Regional Forecast, 2020-2027

Region : Global | Format: PDF | Report ID: FBI103302

 

KEY MARKET INSIGHTS

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The global bath and shower products market size was valued at USD 41.33 billion in 2019 and is projected to reach USD 59.72 billion by 2027, exhibiting a CAGR of 4.7% 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 rising concerns regarding body odor. Body washes and bath bombs infused with essential oils and floral scents are being popular as they provide a spa-like experience.  On the other hand, 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 for Bath and Shower Products.


Current Scenario of Bathing  Products Amid COVID-19


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, in turn have 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 about by 30% worldwide in the first quarter (Q1) of 2020. However, despite this heightened demand, the ‘Beauty Care’ segment of the company registered 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, wherein the company introduced its products under hygiene brand ‘Lifebuoy’ to about 43 new markets.


Moreover, appealing claims such as, ‘germ-protecting’, ‘therapeutic’ and ‘anti-septic bathing’, are being put-up by players on the products to attract consumers. Besides, the vaccine for COVID-19 is not yet developed, 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 projected to strengthen the market 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 shower products, thereby attract consumers. For instance, Massey Medicinals company 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 on high demand owing to their proven benefits of healthy and glowing skin. For instance, JooMoo Ltd. developed a body wash in 2017 utilizing its own ‘Microbiota Immune Response Regulation (MIRR) technology. This ‘3-in-1’ product which is currently being offered on the company’s website is intended for cleansing, moisturizing, and shaving the skin. Therefore, the advent of biotechnology is likely to support the bath and shower products market growth.


DRIVING FACTORS


Baby Products and ‘In-Shower’ Product Range to Bode Well for Market


Baby care products are gaining popularity across the globe as parents are becoming more conscious about their baby’s health. Manufacturers are emphasizing on formulating these products with safer fragrances and effective ingredients that would not cause any harm to the baby’s skin. For instance, in February 2020, a brand ‘Maate’ was launched by an 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.


Additionally, products such as Nivea’s ‘Nourishing In-Shower Body Milk’ as well as Olay’s ‘Ultra Moisture In-Shower Body Lotion’ are witnessing heightened demand.   The ‘In-Shower’ products segment isgaining traction in the market owing to their dual degree effects including ‘bathing and moisturizing’ or ‘bathing and sun-protective effects’ offered by a single product.


Therefore, the increasing consumption of baby products as well as the development of ‘In-Shower’ variants is anticipated to have a positive impact on this market.


Expanded Usage in Hospitality Facilities and Adoption of ‘Bed Wash’ Products to Create New Opportunities


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 product collection, ‘This Works’ that includes shower gel, bathing bars, shower caps as well as shampoo & conditioners. This premium product range is expected to offer a luxurious & relaxing experience for their guests. 


Furthermore, the geriatric patients or old-age people who are bedridden are vulnerable as well as prone to infections, which makes 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 Bath and Shower Products. For instance, Vernacare Limited offers body wash products for bed washing the patients admitted to the hospital. The product range includes foam bath, Clinisan Body Wash, and Oasis Bed Bath. Therefore, bed bathing products are likely to offer new opportunities to manufacturers. This include designing new product forms that are convenient for bathing while a person is bedridden, and the products which suffice to the hygiene requirements of sick or injured individuals


Therefore, increasing applications of bathing products in hospitality, and the 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


Most of the bathing  products consist of toxic ingredients such as formaldehyde or 1,4-dioxane which can show adverse effects on the skin such as rashes or allergic reactions. This is expected to pose a challenge to the 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, as well as various African countries.


However, the body wash and shower gels segment is expected to witness significant growth in the coming years owing to 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 such as foam. The solid segment includes a variety of products  such asbars, salts, bath bombs, and petals among others. 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’ are gaining attention as they are convenient to carry while traveling. Therefore, the solid segment is expected to hold a major share owing to the availability of a wide variety of products.


However, gel and liquid products segments are anticipated to grow at a significant rate owing to their storage convenience in closed bottles and the availability of easy dispensing systems such as push pumps for products including 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 for Bath and Shower Products is segmented into  men and women. Rising male grooming trends and increasing need to get rid of body odor after gymming, sports activities, or hectic office hours are the factors responsible for the rapid growth of the men’s segment. However, the rising number of working women and increasing awareness regarding feminine hygiene will help the women’s segment to 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. 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 segment in the market. Whereas, 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


Asia Pacific Bath and Shower Products Market Size, 2016-2027 (USD Billion)

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The North American market is majorly driven by the adoption of high-cost body wash and shower gel products owing to the presence of 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 personal care industry will further boost the market in the region. For instance, Wisconsin Economic Development Corporation published the article, ‘Strong growth in Mexico’s market for cosmetics, beauty, personal care products’. The article was published in June 2018 stating that, in Mexico, the products under skincare segment witnessed a growth of 6% in 2017. The growth was attributed to the introduction of various new brands in the country.


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


The market in Asia Pacific stood at USD 15.29 billion in 2019, attributed to the increasing hygiene awareness, and warmer climatic conditions. Moreover, Food and Agriculture Organization (FAO), staetd that the median age of 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.  And, rising young generation in the region contributes towards higher product demand, as it is the age group usually attracted towards novelty products such as fragranced bath additives and 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.


South America & the Middle East & Africa accounted for a comparatively lower bath and shower products market share. However, increasing sanitation awareness, along with increasing facilities such as clean water and affordable bath products are likely to boost the market for appealing Bath and Shower Products in the regions.


KEY INDUSTRY PLAYERS


Product Launches and Packaging Innovations to Provide Competitive Advantage


The market is highly fragmented in nature owing to the presence of well-established players as well as small companies and startups. Ky players such as Unilever, Henkel, and Natura&Co. among others are adopting various growth strategies to gain a competitive advantage. For instance, the 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, vegan, and products offered in recyclable packaging to support its sustainability. Therefore, new product developments are likely to offer widespread opportunities to bathing  products manufacturers in the coming 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.)

  • Beiserdorf 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 that includes 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


The global bath and shower products market research report provides a detailed analysis of the market and focuses on key aspects such as leading companies, distribution channels, and leading product types.


An Infographic Representation of Bath and Shower Products Market

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Besides this, the report offers insights into the key market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several factors that have contributed to the growth of the advanced market over recent years.


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Report Scope & Segmentation














































 ATTRIBUTE



  DETAILS



Study Period



  2016-2027



Base Year



  2019



Forecast Period



  2020-2027



Historical Period



  2016-2018



Unit



  Value (USD billion)



Segmentation



By Product Type



  • Bath Soaps

  • Body Wash/Shower Gel

  • Bath Additives

  • Others



By Form



  • Solid

  • Gel

  • Liquid

  • Others



By End User



  • Men

  • Women



By Distribution Channel



  • Hypermarkets/Supermarkets

  • Convenience Stores

  • Online Stores

  • Others (Department Stores, Pharmacies, etc.)



By Geography



  • North America (the U.S., Canada, and Mexico)

  • Europe (U.K., Germany, France, Italy, Spain, and the Rest of Europe)

  • Asia-Pacific (Japan, China, India, South Korea, Australia, and the Rest of Asia- Pacific)

  • South America (Brazil, Argentina, and the Rest of South America)

  • The Middle East & Africa (South Africa, UAE, Saudi Arabia and the Rest of the Middle East & Africa)



Frequently Asked Questions

Fortune Business Insights says that the global bath and shower products market size was USD 41.33 billion in 2019 and is projected to reach USD 59.72 billion by 2027.

In 2019, the market value of Asia Pacific stood at USD 15.29 billion.

Growing at a CAGR of 4.7%, the market will exhibit a steady growth in the forecast period (2020-2027).

Bath soaps segment is expected to be the leading segment in this market during the forecast period based on product types.

Rising personal cleansing requirements, growing demand for baby care products, and increasing product consumption in the hospitality sector are major factors driving this market.

Henkel, Unilever, Natura &Co, and Beiserdorf AG are few major players of the global market.

Asia Pacific held the largest market share in 2019.

Micro-biome based technology as well as use of natural bath and shower, herbal, organic and natural bath ingredients is expected to drive the adoption of these products in the global market.

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Bath and Shower Products Market Size, Share and Global Industry Trend Forecast till 2026
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