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The U.S. hotel toiletries market size was valued at USD 4.58 billion in 2021. The market is projected to grow from USD 5.02 billion in 2022 to USD 11.41 billion by 2029, exhibiting a CAGR of 12.45% during the forecast period. The global COVID-19 pandemic has been unprecedented and staggering, with hotel toiletries sales experiencing lower-than-anticipated demand across the U.S. compared to pre-pandemic levels. Based on our analysis, the U.S. market exhibited a decline of 37.16% in 2020 as compared to 2019.
Hotel toiletry refers to a collection of hygiene & beauty products such as body washes, toothpastes, shampoos, conditioners, body lotions, shower gels, and bath & body oils. The selection of bathroom amenities is considered an integral part of hotel management as it can significantly influence the guest experience in hotels. Branded hotels or luxury hotel chains typically supply bathroom amenities with their hotel logo. In this respect and from a hospitality standpoint, bathroom amenities play a key role in enhancing hotel companies’ brand image/reputation. At a macro level, the increasing need for business travel and work-related training will facilitate the U.S. hotel toiletries market growth throughout the forecast timeframe.
Market Growth Impeded Due to Temporary and Permanent Shutting Down of Hotels amid COVID-19 Pandemic
The COVID-19 pandemic created economic and public health crises in the U.S., notably throughout 2020. The hospitality industry is one of the hardest hit sectors due to the unprecedented pandemic. While most of the hotels in the U.S. experienced booking cancellations due to lockdowns and other COVID-19 restrictions in 2020, some of them were permanently shut down. For instance, the Luxe Rodeo Drive hotel, located in Beverly Hills, California, shut down in September 2020 due to the pandemic's adverse financial effects.
Further, low occupancy rate and closure of hotels in the country declined the demand for hotel toiletries in 2020. However, the demand is expected to rebound and match pre-pandemic levels over the forecast timeframe, backed by the resumption of international travel activities.
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Industry Value to Surge Driven by the Development of Environment-friendly Hotel Toiletries
Industry participants are focusing on developing environment-friendly hotel toiletries such as toothbrushes, refillable dispenser bottles, recyclable plastic bottles, and shower caps. At a macro level, the increasing number of eco conscious consumers, who prefer sustainably produced and packaged bathroom amenities in guest rooms, is encouraging product innovation across hotel chains, particularly in the luxury hotels category.
Recently, numerous branded hotels have introduced sustainable products to enhance the guest experience. In this respect, hotel chains have been focusing on reducing plastic waste in hotel rooms by employing environment-friendly packaging materials.
For instance, in November 2020, HSH Management Services Limited (the Peninsula Hotels), a China-based luxury hotel company, launched its new line of bathroom amenities featuring 99.9% petroleum/plastic-free materials across its hotel properties, including at the Peninsula Chicago and the Peninsula New York. The increasing popularity of plant-based, cruelty-free, and herbal products, especially among millennials, will encourage global brands (bathroom amenity manufacturers) to develop environment-friendly products in the foreseeable future.
Rapidly Evolving Hospitality Industry to Favor Market Expansion
The increasing number of hotels in the U.S. significantly contributes to the growth of this market. Recent years have witnessed a sizable number of hotels constructed across the U.S., particularly in states such as California and New York. For instance, approximately 12,027 new hotel rooms opened across California in 2021, according to the California Hotel Development Survey 2021. The U.S. hotel toiletries market share is forecast to witness a steady increase in the coming years, backed by the rapidly evolving hospitality sector.
Rising Consumer Awareness Regarding Health & Hygiene to Fuel Product Demand
Rising awareness about health and hygiene fuels the market growth. With the increasing health risks, changing lifestyles, and growing awareness regarding the need for personal care, individuals across the U.S. are becoming increasingly hygiene conscious, thereby triggering the product demand. Given the rising consumer awareness regarding health & hygiene, hotels in the U.S. are focusing on providing a wide variety of toiletries to promote hygiene. Furthermore, the COVID-19 pandemic has made individuals more conscious about personal hygiene as hotel guests expect high-quality toiletries in bathrooms. These factors are accelerating the product adoption process across the country.
Large Quantities of Plastic Waste Created by Hotel Toiletries to Impede Market Growth
Hotel toiletry generates large quantities of plastic waste, hampering the product demand. Shampoos, conditioners, liquid soaps, and other toiletries packaged in plastic bottles can become waste after use. These tiny bottles end up in landfills and can harm the environment. The increasing number of eco conscious consumers in the U.S. and globally will hamper the demand for hotel toiletries in the forthcoming years.
In this regard, the U.S. government has imposed various laws to reduce the amount of plastic waste from hotels. For instance, in February 2022, the Hawaii legislature announced its plan to ban small toiletries across hotels in Hawaii to tackle the growing concerns regarding plastic waste in the state.
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Single-use Toiletries Record Surging Demand Owing to Portability, Convenient Storage, and Low Cost
Based on type, the market is segmented into single-use toiletries and dispensers. The single-use toiletries segment is further divided into liquid hand soap, shampoo, conditioner, body wash, and others. On the other hand, the dispensers segment is categorized into liquid hand soap, shampoo, conditioner, and body wash.
'Single-use toiletries' is the most popular product category across U.S. hotels. Factors, such as portability and convenient storage, fuel the demand for single-use toiletries. Liquid hand soaps in dispensers and single-use toiletries are widely utilized across the hospitality industry. These are used in luxury hotels, restaurants, and lodgings, owing to their benefits such as more hygiene and protection from different forms of contamination.
Many hotels across the U.S. employ single-use toiletries as they are less expensive than dispensers. However, these products create a large amount of plastic waste and pollute the environment. This factor will significantly hamper the demand for single-use toiletries in the U.S. in the coming years. However, various U.S. states are taking initiatives to restrict single-use toiletries in hotels to protect the environment.
Increasing Number of Budget-conscious Travelers to Trigger Product Adoption in the Ordinary Hotels Category
Based on application, the market is segmented into ordinary hotels and luxury hotels. The ordinary hotels segment emerged as the largest in 2021. Ordinary hotels provide basic services to their customers (without any luxury features) in an economical price range. These hotels are an ideal option for budget-conscious travelers. Leading hotel companies, such as ModernHaus SoHo and Crosby Street Hotel, focus on expansion strategies to stay competitive within the ‘ordinary hotels’ category.
The luxury hotels segment is expected to witness significant growth over the forecast period, backed by the rising number of affluent travelers to the U.S. coupled with an increasing need for luxury hotels to enhance their customer experience.
Based on geography, the market is categorized into West U.S., South U.S., Middle West U.S., and Northeast U.S.
West U.S. was valued at USD 1.92 billion and emerged as the largest market for hotel toiletries in 2021. Growth in the hospitality and tourism sector, specifically across U.S. states such as Idaho, Montana, Utah, California, Washington, and Hawaii, contributes to the growth of the West U.S. market. Hotels in the region focus on enhancing their customer services and geographical presence to stay competitive. Furthermore, the increasing instances of new hotel openings will fuel the product demand in the near term. For example, in April 2022, the Madrona, a new hotel with 24 rooms, a restaurant, and a lounge space, was opened in Healdsburg, California.
In recent years, various U.S. states have restricted single-use toiletries in hotels to reduce plastic waste generated in the country. For instance, in October 2019, the Governor of California announced a ban on tiny hotel toiletries in the state. As a result, hotels in the region increasingly prefer dispensers. The rising demand for dispensers is fueling market growth in the western U.S.
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South U.S., Middle West U.S., and Northeast U.S. are other significant contributors to the U.S. market. While rising government investment in tourism favors market growth in the Southern U.S., key toiletry manufacturers in the Middle West U.S are developing new products such as body wash and moisturizers for hotels. This is surging the product demand in the region. The increasing number of travelers and growing consumer awareness regarding the importance of eco-friendly hotel toiletries in U.S. states, including New York, Vermont, Massachusetts, and Rhode Island, will boost the product demand in North East U.S. over the forecast period.
New Product Launches to Facilitate Brands Achieve Sustainable Competitive Advantages
The market is characterized by intense competition, with international and domestic players sharing the market space. Numerous industry participants have been developing a wide range of innovative products to stay competitive such as pure essential oils, liquid soaps, natural fragrances, shower gel, extra-mild soaps, and hotel shaving kits.
For instance, in April 2022, World Amenities, Inc., a U.S.-based global supplier of custom amenities, announced its new line of bathroom amenities to meet the growing consumer demand in the hospitality category. This new line included the nectar and spa rituals collection, disposable spa slippers, and magnetix dispensing systems.
An Infographic Representation of U.S. Hotel Toiletries Market
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The report analyzes the market in-depth and highlights crucial aspects such as prominent companies, product types, and applications. Besides this, it provides insights into the U.S. hotel toiletries market trends and highlights significant industry developments. In addition to the aspects mentioned earlier, the report encompasses several factors contributing to the market growth in recent years.
Value (USD Billion)
Fortune Business Insights says that the U.S. market size was USD 4.58 billion in 2021 and is anticipated to reach USD 11.41 billion by 2029.
In 2021, the market value stood at USD 4.58 billion.
Ascending at a CAGR of 12.45%, the market will exhibit steady growth over the forecast period (2022-2029).
By type, single-use toiletries segment is expected to dominate the market throughout the forecast period (2022-2029).
Increasing number of hotels across the U.S. is accelerating market growth.
World Amenities, Transmacro Amenities, and Essential Amenities are the leading industry participants.
West U.S. dominated the market in 2021.
Rising consumer awareness regarding health and hygiene will accelerate the adoption of hotel toiletries in the near term.
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