Asia-Pacific Bath and Shower Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

Asia-Pacific Bath and Shower Products Market is segmented by Type (Shower Cream/Gel, Bar Soap, Shower Oil, and Others); by Distribution Channel (Supermarket/Hypermarket, Convenience Stores, Online Stores, Speciality Retail Stores, and Others); and by Geography (Asia-Pacific).

Market Snapshot

Number
Study Period: 2016 - 2026
Base Year: 2020
CAGR: 4.13 %

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Market Overview

The Asia-Pacific bath and shower products market is forecasted to witness a CAGR of 4.13% during the forecast period (2020 - 2025). 

  • The steady growth of the bath and shower category is mainly being driven by liquid soap and body gels, which are compensating for the ongoing struggles of bar soap. The premiumization trend, combined with the inclusion of beauty and therapeutic benefits, has also fuelled the sales boom in liquid soap products. 
  • However, in the countries like India, Bangladesh, and Pakistan, the prominence of the soap bar is still dominant, particularly in the rural areas, where the consumers still prefer soap as compared to other innovative and advanced bath and shower products such as shower creams and gels.

Scope of the report

The Asia-Pacific bath and shower products market is segmented by type such that by shower cream/gel, bar soap, shower oil, and others. These products are distributed in the following channels such as supermarket/hypermarket, convenience stores, online stores, speciality retail stores, and others. Also, the study provides an analysis of the bath and shower products market in the countries in the Asia-Pacific region.

By Type
Shower Gel/Body wash
Bar Soap
Shower Oil
Others
By Distribution Channel
Supermarkets/Hypermarkets
Convenience Stores
Online Retail Stores
Speciality Retail Stores
Others
By Geography
China
Japan
Australia
India
South Korea
Rest of Asia-Pacific

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Key Market Trends

Increasing Demand for Natural and Organic Bath Products

Products with a natural positioning continue to drive growth in bath and shower in the Asian-Pacific region, with the increasing demand particularly being foreseen from the urban and young population. Therefore considering this factor consumers are turning to natural and organic bath and shower products not only as a means to avoid chemicals such as sulfates, parabens, and silicone but also to reap the benefits of natural ingredients.

Therefore, the new entrants are thus capitalizing on this opportunity by introducing natural ingredient infused products. Since bathing is perceived as a therapeutic activity in many of the Asian countries such as India, Japan so as to relax the mind and body, therefore regional brands such as Biotique, Khadi Naturals, Forest Essentials, and others are leveraging the natural trend by incorporating plant- and food-based ingredients such as plum, almond, pomegranate, lime, rosewater, and turmeric, commonly found in skincare products into bar soaps and shower gels.

Asia-Pacific Bath and Shower Products1

Innovation and Advertising keeping the Consumer Base Intact

Innovation and advertising is being considered as the most prominent strategy in this region, so as to indulge the existing consumers and new customers in purchasing the bath shower products, as the population of these countries experiment with new products in terms of new ingredients added and new packaging formats. For instance Kao Corporation, in 2018, the company benefited from the strong performance of its leading brand Bioré U, which it renewed in 2017 to improve its ingredients, as well as introducing eco-friendly refill packaging, which is easy and efficient to refill, for standard Bioré U body wash.

Also in the countries such as India and China niche brands are investing heavily in building a presence in online channels, for instance, Chinese bath and shower brands are opening their flagship stores on Tmall and JD.com and offering promotions to consumers, and these consumers are also resorting to increased social media promotions such as on Instagram and Facebook, so as to improve their brand visibility.

Asia-Pacific Bath and Shower Products2

Competitive Landscape

The Asian-Pacific bath and shower category is highly competitive, although multinational players with a strong heritage continue to account for a large share of sales. Unilever, Beiersdorf, and Reckitt Benckiser Group remain the leader with its strong brand performance. 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 its affordable prices, an 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.

Table of Contents

  1. 1. INTRODUCTION

    1. 1.1 Study Deliverables & Study Assumptions

    2. 1.2 Scope of the Study

  2. 2. RESEARCH METHODOLOGY

  3. 3. EXECUTIVE SUMMARY

  4. 4. MARKET DYNAMICS

    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry

  5. 5. MARKET SEGMENTATION

    1. 5.1 By Type

      1. 5.1.1 Shower Gel/Body wash

      2. 5.1.2 Bar Soap

      3. 5.1.3 Shower Oil

      4. 5.1.4 Others

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Online Retail Stores

      4. 5.2.4 Speciality Retail Stores

      5. 5.2.5 Others

    3. 5.3 By Geography

      1. 5.3.1 China

      2. 5.3.2 Japan

      3. 5.3.3 Australia

      4. 5.3.4 India

      5. 5.3.5 South Korea

      6. 5.3.6 Rest of Asia-Pacific

  6. 6. COMPETITIVE LANDSCAPE

    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Reckitt Benckiser Group plc.

      2. 6.4.2 Unilever

      3. 6.4.3 Johnson & Johnson

      4. 6.4.4 Beiersdorf Global AG

      5. 6.4.5 Kao Corporation

      6. 6.4.6 Godrej Group

      7. 6.4.7 Wipro Limited

      8. 6.4.8 Thankyou Group

      9. 6.4.9 Amorepacific Corporation

      10. 6.4.10 LG Household & Health Care Ltd.

    5. *List Not Exhaustive
  7. 7. MARKET OPPORTUNITIES AND FUTURE TRENDS

**Subject to Availability

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Frequently Asked Questions

The Asia-Pacific Bath & Shower Products Market market is studied from 2016 - 2026.

The Asia-Pacific Bath & Shower Products Market is growing at a CAGR of 4.13% over the next 5 years.

Unilever, Reckitt Benckiser Group plc., Kao Corporation, LG Household & Health Care Ltd. , Beiersdorf AG are the major companies operating in Asia-Pacific Bath & Shower Products Market.

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