| Study Period | 2019 - 2030 |
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| Historical Data Period | 2019 - 2023 |
| CAGR | 4.13 % |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
APAC Bath and Shower Products Market Analysis
The Asia-Pacific Bath & Shower Products Market is expected to register a CAGR of 4.13% during the forecast period.
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- The bath and shower category has experienced a shift in consumer preferences, with liquid soap and body gels becoming more popular compared to traditional bar soap. This can be attributed to various factors such as convenience, ease of use, and perceived hygiene benefits. The inclusion of beauty and therapeutic benefits in bath and shower products has also contributed to the sales boom in liquid soap products. Consumers are increasingly looking for products that not only clean but also provide additional benefits such as moisturizing, exfoliating, and aromatherapy.
- In addition, premiumization has been a significant trend in the bath and shower category. Consumers are willing to pay more for high-quality products with superior performance, unique ingredients, and a luxurious experience. This has led to the introduction of more premium bath and shower products that cater to the needs and preferences of discerning consumers.
- The trend towards aromatherapy has contributed to the increasing popularity of fragranced bath and shower products. Aromatherapy involves using essential oils and other natural plant extracts to promote physical and emotional well-being. This trend has been incorporated into many personal care products, including bath and shower products. Consumers are increasingly seeking out fragranced bath and shower products that not only clean and refresh the body but also offer therapeutic benefits such as relaxation, stress relief, and mood enhancement.
- The bath and shower market is highly competitive, and manufacturers constantly introduce new and enhanced products with various claims to attract more consumers. Claims such as antiseptic, therapeutic, germ, and virus-killing appeal to consumers who prioritize hygiene and health. The frequent launches of enhanced products such as seed oil or vitamin-infused shower gels also contribute to market growth, offering additional benefits beyond basic cleansing.
- However, in countries like India, Bangladesh, and Pakistan, soap bar is still dominant, particularly in rural areas where consumers prefer traditional soap over more innovative and advanced bath and shower products such as shower creams and gels. This can be attributed to factors such as affordability, familiarity, and availability.
APAC Bath and Shower Products Market Trends
Increasing Demand for Natural and Organic Bath Products
- The demand for natural and organic bath and shower products is on the rise in the Asia-Pacific region, driven by increasing consumer awareness and preferences for eco-friendly and sustainable products. The trend is particularly evident among the urban and young populations who prioritize natural and organic ingredients in their personal care products.
- Consumers are increasingly seeking out natural bath and shower products that offer efficacy, longer-lasting protection, and clinical properties. Natural ingredients such as plant extracts, essential oils, and herbs are believed to have therapeutic properties that promote skin health and provide a range of benefits, such as hydration, nourishment, and anti-aging.
- The medicinal qualities of natural ingredients are also driving the demand for organic soaps and other bath and shower products in the region. Consumers are becoming more conscious of the potential risks associated with synthetic chemicals and are opting for natural alternatives that are perceived to be safer and gentler on the skin. Therefore, consumers are turning to natural and organic bath and shower products not only to avoid chemicals such as sulfates, parabens, and silicone but also to reap the benefits of natural ingredients.
- For instance, in April 2021, Biotique launched new soap formulated with coconut oil and basil and parsley extracts. It contains no additives, dyes, or hardening agents. It is hypoallergenic and clinically tested.
- The trend towards natural and organic bath and shower products in the Asia-Pacific region has created opportunities for new entrants to introduce natural ingredient-infused products. Regional brands such as Biotique, Khadi Naturals, and Forest Essentials, as well as international companies like Proctor and Gamble, are leveraging the natural trend by incorporating plant-based and food-based ingredients commonly found in skincare products into their bath and shower products.
- Bathing is often viewed as a therapeutic activity in many Asian countries, such as India and Japan, and consumers are increasingly seeking out bath and shower products that provide a relaxing and rejuvenating experience. The use of natural ingredients such as plum, almond, pomegranate, lime, rosewater, and turmeric in bath and shower products is believed to provide a range of benefits such as hydration, nourishment, and soothing of the skin.
- Overall, the trend towards natural and organic bath and shower products is expected to continue to grow in the Asia-Pacific region, driven by changing consumer preferences and increasing awareness of the benefits of using eco-friendly and sustainable products.
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Surge in Social Media Usage and Online Shopping Propelling the Market
- Advertising is a common and effective strategy used by companies to attract both existing and new customers in the bath and shower product industry. By promoting their products through various mediums, such as television, social media, and print media, companies can increase brand awareness and encourage consumers to purchase their products.
- Additionally, consumers are increasingly interested in high-end bath and shower products with unique fragrances and effective ingredients. They are willing to pay more for products that not only cleanse but also provide therapeutic benefits such as relaxing aromas, moisturizing properties, or other skincare benefits. In their advertising campaigns, companies often make product claims related to the effectiveness of their bath and shower products, such as antiseptic or germ-killing properties.
- In countries like India and China, many niche bath and shower brands are increasingly investing in online channels to reach consumers. Chinese brands, for example, are opening their flagship stores on popular e-commerce platforms like Tmall and JD.com and offering promotions to attract more customers.
- Regarding Internet access, as of 2021, South Korea had the highest percentage of its population with at-home Internet access in the Asia-Pacific region, with 99.9 percent of its population having access. In comparison, Mongolia had 80 percent of its population with at-home internet access. These figures indicate that online channels could be an effective way for companies to reach a significant portion of the population in many countries in the Asia-Pacific region.
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APAC Bath and Shower Products Industry Overview
The Asian-Pacific Bath and Shower Products Market are highly competitive. Some of the major key players are Unilever PLC, Reckitt Benckiser Group PLC, Kao Corporation, LG H&H Co., Ltd., and Beiersdorf AG. The bath and shower category is becoming increasingly fragmented. These aforementioned companies have an extensive portfolio of leading brands such as Dove, Dettol, and others, which are popular for their affordable prices, extensive range, and wide availability, the company has maintained its leading position in bath and shower in the Asia-Pacific region through innovation and product line extensions.
APAC Bath and Shower Products Market Leaders
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Unilever PLC
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Reckitt Benckiser Group PLC
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Kao Corporation
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LG H&H Co., Ltd.
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Beiersdorf AG
- *Disclaimer: Major Players sorted in no particular order
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APAC Bath and Shower Products Market News
- June 2022: Bajaj Consumer Care Ltd launched almond drops moisturizing soap in its latest offering in the skincare segment. It is enriched with almond oil and vitamin E, and the soap offers premium moisturization for the skin, leaving it soft, smooth, and glowing.
- June 2022: Bio-D introduced a new range of 100 percent naturally derived soap bars with over 65% certified organic content. The soap bars come in 100% recyclable cardboard packaging and feature three fragrances: lime and aloe vera, plum and mulberry, and mandarin.
- April 2021: Olay launched its most innovative product bundle with three new premium collections, including the Olay premium exfoliating body wash collection, the Olay cleansing & renewing body care duo with retinol, and the Olay dermatologist-designed collection. It is made with a combination of petrolatum, vitamin B3 complex, and prestige skincare ingredients like retinol.
APAC Bath and Shower Products Industry Segmentation
Bath and shower products refer to personal care products that help clean, exfoliate, and moisten the body.
The Asia-Pacific bath and shower products market is segmented by type, distribution channel, and geography. Based on the type, the market is segmented into shower cream/gel, bar soap, shower oil, and other types. Based on the distribution channel, the market is segmented into supermarkets/hypermarkets, convenience stores, online stores, specialty retail stores, and other distribution channels. Based on geography, the market is segmented into China, India, Japan, Australia, and the Rest of Asia Pacific.
The report offers the market size and forecasts in value (USD million) for the above segments.
| Type | Shower Gel/Body wash |
| Bar Soap | |
| Shower Oil | |
| Other Types | |
| Distribution Channel | Supermarkets/Hypermarkets |
| Convenience Stores | |
| Online Retail Stores | |
| Speciality Retail Stores | |
| Other Distribution Channels | |
| Geography | China |
| Japan | |
| Australia | |
| India | |
| South Korea | |
| Rest of Asia-Pacific |
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APAC Bath and Shower Products Market Research FAQs
What is the current Asia-Pacific Bath & Shower Products Market size?
The Asia-Pacific Bath & Shower Products Market is projected to register a CAGR of 4.13% during the forecast period (2025-2030)
Who are the key players in Asia-Pacific Bath & Shower Products Market?
Unilever PLC, Reckitt Benckiser Group PLC, Kao Corporation, LG H&H Co., Ltd. and Beiersdorf AG are the major companies operating in the Asia-Pacific Bath & Shower Products Market.
What years does this Asia-Pacific Bath & Shower Products Market cover?
The report covers the Asia-Pacific Bath & Shower Products Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Asia-Pacific Bath & Shower Products Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
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APAC Bath and Shower Product Industry Report
Statistics for the 2025 Asia-Pacific Bath & Shower Products market share, size and revenue growth rate, created by Mordor Intelligenceā¢ Industry Reports. Asia-Pacific Bath & Shower Products analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.
