Bath and Shower Products Market Industry Share: Growth, Competitive Landscape, and Analysis by Size

In 2023, the bath and shower products market was estimated to be worth USD 48.83 billion worldwide. The market is anticipated to expand at a compound annual growth rate (CAGR) of 5.74% from USD 51.16 billion in 2024 to USD 79.96 billion by 2032.
From basic scrubbing soaps to innovative bath salts and gels, bath products have developed to maintain personal health and hygiene. Bodily odor concerns are driving up demand for fragranced washroom items, which in turn is driving up demand for aromatherapy.

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Top Companies Covered in the Bath and Shower Products Market: 

  • 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.)


Bath Soaps to Hold the Maximum Share Owing to Widespread Availability

On the basis of product, bath soaps are cheaper compared to other types; hence this segment drives the market growth. The cheaper price and affordability of these products have made it a preferred choice among several developing nations such as India, Mexico, and various African countries.

Solid Segment to Dominate the Market Owing to the Huge Range of Products

Based on form, the market is divided into solid, liquid, gel, and others. The solid segment includes various products such as bath bombs, bars, salts, and petals. The attract customers and kids, soaps are prepared in various uniquely shaped solid bathing products with cartoon characters in attractive colors are gaining momentum.

Women Segment to Hold the Largest Share Owing to Growing Feminine Hygiene

According to end-users, the market is bifurcated into men and women. The growing number of working women and increasing awareness regarding feminine hygiene will help the women’s segment to hold its position in the market during the projected period.

Supermarket/Hypermarket Segment to Dominate Owing to Easy Purchase

As per distribution, the market is divided into online channels, hypermarkets/supermarkets, convenience stores, and others. The supermarkets/hypermarkets are best for buying household products in bulk, as they offer discounts on the big pouches of shower gel refills and bar soaps.

Report Coverage:

The report offers:

  • Major growth drivers, restraining factors, opportunities, and potential challenges for the market.
  • Comprehensive insights into regional developments.
  • List of major industry players.
  • Key strategies adopted by the market players.
  • Latest industry developments such as product launches, partnerships, mergers, and acquisitions.

Drivers and Restraints:

Growing Demand for Baby Products and In-Shower Product Range to Propel Growth

The demand for baby care products is gaining popularity globally as parents are more concerned about their baby’s health. Manufacturers are formulating these products with safer ingredients that do not cause any harm or irritation to the baby’s skin. In-shower products segment gains traction due to their dual effects as bathing and sun-protective and bathing and moisturizing effects delivered by a single product. Various shower and bath products contain harmful and toxic ingredients such as 1,4-dioxane or formaldehyde, showing negative effects on the skin, such as allergic reactions or rashes. This is anticipated to come up as a challenge to market growth.

Regional Insights:

Asia Pacific to Dominate the Market Due to Warmer Climate Condition to Drive the Market Growth

Asia Pacific held the largest share in 2022 and is anticipated to dominate the global bath and shower products market during the projected period. This dominance is credited to growing hygiene awareness and high temperature. The Asian population pays for higher demand for these products. North America is mostly driven by the adoption of shower gel products and the high-cost body was owing to high-income groups in the U.S. and Canada.

Competitive Landscape:

Key Players to Adopt Growth Strategies to Gain a Competitive Advantage

Key players such as Natura, Unilever, Henkel, and Natura & Co., among other key players, adopt key strategies to gain momentum in the market growth. Moreover, the growing popularity among consumers towards vegan and organic bath and shower products offered delivered in recyclable packaging supports its sustainability.

Key Industry Development:

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

Alex Ainslie

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