Bath and Shower Products Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Report Covers Global Bath and Shower Products Industry Statistics and is Segmented by Type (shower Cream/gel, Bar Soap, Shower Oil, and Other Types), Distribution Channel (supermarket/hypermarket, Convenience Stores, Online Stores, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and the Middle East and Africa). The Report Offers Market Size and Forecasts for the Bath and Shower Products Market in Value (USD Million) for all the Above Segments.

Bath and Shower Products Market Size

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Bath & Shower Products Market Summary
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Study Period 2019 - 2029
Base Year For Estimation 2023
CAGR (2024 - 2029) 3.50 %
Fastest Growing Market Asia-Pacific
Largest Market North America
Market Concentration Low

Major Players

Bath & Shower Products Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Bath and Shower Products Market Analysis

The Bath & Shower Products Market is expected to register a CAGR of 3.5% during the forecast period.

The COVID-19 pandemic fuelled the demand for cleansing solutions globally. Consumers stockpiled everyday consumer items in the wake of lockdown situations, which resulted in hygiene product scarcity in the retail stores. Major companies intensified production to satiate consumer demand, especially soaps, which witnessed augmented demand during the pandemic. Companies increased the production capacity of skin cleaning and hygiene products during the pandemic, and many businesses debuted their products under hygiene segments in different markets.

The market is primarily driven by increasing consumers' global health and hygiene awareness. Bath and shower products have evolved from using soaps to maintain personal hygiene to novel bathing products. The trend in aromatherapy is further supporting the demand for fragranced bath and shower products. Rising concerns regarding body odor are raising demand for floral scents offering consumers a spa-like experience.

Moreover, consumers are opting for more expensive and aesthetically appealing bath and shower products with different fragrances and effective ingredients. Product claims by the companies such as antiseptic, therapeutic, germ, and virus killing are laid down by the manufacturers, which in turn are attracting more consumers. Frequent launches of enhanced products, such as seed oil or vitamin-infused shower gels, are further contributing to the market growth.

Bath and shower products for babies are also gaining popularity, and they are being formulated with safer ingredients so as not to cause any harm to babies. The use of herbal extracts without any toxic chemicals is raising their consumption, thereby positively impacting the market demand and growth.

Bath and Shower Products Market Trends

Augmented Demand for Organic Bath and Shower Products

The increasing inclination towards health and hygiene is the primary factor attributed to the rise in the demand for organic bath and shower products in the global market. Innovation and frequent launches of enhanced products have further contributed to the market's growth. For instance, Johnson & Johnson offers Vita-Rich Revitalising Body Wash, which is made of grapes and seed oil extracts and helps revitalize the skin. Also, consumers' growing affinity toward organic and natural bath and shower products with specific ingredients is boosting sales of these organic products. Prominent market players, such as Azafran, Green People, and GAIA Skin Naturals, have launched organic baby products, including shower gel, to gain consumer attention. Consumer propensity toward natural and organic ingredients is a significant force leading to the success of such products in the market.

Organic products are highly demanded as they are harvested without synthetic chemical compounds. Generally, plant-based products, such as henna, dried fruits, vegetables, flower extracts, etc., are purely herbal and do not contain any toxic chemical elements. The market for synthetic cosmetics containing poisonous chemical compounds is witnessing a downslope due to adverse health effects. Therefore, the rising awareness concerning organic and natural products, coupled with the increasing disposable income of consumers, is fuelling the demand for organic care products in recent years across the globe.

Bath and Shower Products Market: Average Per Capita Expenditure on Cosmetics, Perfume and Bath Preparation Products, In USD, United States, 2017-2021

North America to Dominate the Global Market

North America dominates the global bath and shower products market. Factors such as increasing penetration of e-commerce and social media coupled with changing consumer buying patterns and behavior are driving the overall market growth in the region.

The presence of major established brands across North America, investing in product and packaging innovations that suit consumer tastes and preferences and have a less environmental impact, supports market growth. Offline sales channel accounts for most of the sales. However, online sales channels are witnessing growth, especially after the COVID-19 pandemic.

The US market is witnessing augmented demand and penetration of male-oriented brands and products entering the bath and shower market as men are expanding their beauty routines. Moreover, consumers are demanding branded products for specific applications. They are opting for products serving particular needs, such as moisturizers, anti-bacterial, etc., for sensitive skin. For instance, brands such as Cremo and Harry's offer bath products such as body washes and bar soap, directly targeting men. Also, the region's consumers demand natural and organic products with scent and moisturizing properties to match the current fast-paced, active, healthy lifestyles amid a growing market.

Bath and Shower Products Market - Market Size (%), by Region, Global, 2021

Bath and Shower Products Industry Overview

The bath and shower products market is competitive and fragmented, owing to the presence of many regional and international players. The leading companies are using strategic approaches, like mergers, expansions, acquisitions, partnerships, and new product developments, to boost their brand presence among consumers. Key players dominating the market include L'Oréal, Unilever, Johnson & Johnson Consumer Inc., L'Artisan Parfumeur, etc.

Some of the prominent strategies adopted by the companies to increase their sales of bath and shower products in recent years are the use of social media platforms to showcase their new products. Even though the bath and shower market in the region diversified dramatically in recent years, there is still an intense concentration of retail value sales amongst a few products.

Bath and Shower Products Market Leaders

  1. L’Oréal

  2. Unilever

  3. Johnson & Johnson Consumer Inc.

  4. L'Artisan Parfumeur

  5. Estée Lauder Inc

*Disclaimer: Major Players sorted in no particular order

Bath & Shower Products Market Concentration
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Bath and Shower Products Market News

  • In October 2022, Barker Wellness and Kourtney Kardashian Barker collaborated to launch bath and body products.
  • In April 2021, Olay launched its most innovative product bundle with three new premium collections, including Olay Premium Exfoliating Body Wash Collection, Olay Cleansing & Renewing Body Care Duo with Retinol, and the Olay Dermatologist Designed Collection.
  • In April 2021, Kiehl's launched Grapefruit Body Wash Refillable Pouch. The product is an innovative formulation and packaging to reduce environmental impact. This pouch will likely save 80% more plastic than other single-use products.

Bath and Shower Products Market Report - Table of Contents


    1. 1.1 Study Deliverables and Study Assumptions

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Bargaining Power of Suppliers

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Threat of New Entrants

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Type

      1. 5.1.1 Shower Cream/Gel

      2. 5.1.2 Bar Soap

      3. 5.1.3 Shower Oil

      4. 5.1.4 Other Types

    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 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Germany

        2. United Kingdom

        3. Russia

        4. France

        5. Spain

        6. Italy

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. Australia

        4. India

        5. Rest of Asia-Pacific

      4. 5.3.4 Rest of the World

        1. South America

        2. Middle-East and Africa


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Position Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 L'Oreal SA

      2. 6.3.2 Unilever PLC

      3. 6.3.3 Johnson & Johnson Consumer Inc.

      4. 6.3.4 L'Artisan Parfumeur

      5. 6.3.5 Plum Island Soap Co.

      6. 6.3.6 Estee Lauder Inc.

      7. 6.3.7 Colgate-Palmolive Company

      8. 6.3.8 Avon Beauty Products Pvt. Ltd

      9. 6.3.9 Reckitt Benckiser Group PLC

      10. 6.3.10 L'Occitane International

    4. *List Not Exhaustive

**Subject to Availability
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Bath and Shower Products Industry Segmentation

Bath and shower products refer to personal care products that help clean, exfoliate, and moisten the body. They not only assist in soothing stressed muscles but also provide a feeling of freshness to the skin and aid in maintaining the consumers' personal hygiene. Based on type, the market is segmented into shower cream/gel, bar soap, shower oil, and other types. These products are distributed through supermarkets/hypermarkets, convenience stores, online stores, and other distribution channels. Also, the study analyzes the bath and shower products market in emerging and established markets worldwide, including North America, Europe, Asia-Pacific, South America, the Middle East, and Africa. For each segment, the market sizing and forecasts have been done based on value (in USD million).

By Type
Shower Cream/Gel
Bar Soap
Shower Oil
Other Types
By Distribution Channel
Convenience Stores
Online Retail Stores
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
Rest of the World
South America
Middle-East and Africa
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Bath and Shower Products Market Research FAQs

The Bath & Shower Products Market is projected to register a CAGR of 3.5% during the forecast period (2024-2029)

L’Oréal, Unilever, Johnson & Johnson Consumer Inc., L'Artisan Parfumeur and Estée Lauder Inc are the major companies operating in the Bath & Shower Products Market.

Asia-Pacific is estimated to grow at the highest CAGR over the forecast period (2024-2029).

In 2024, the North America accounts for the largest market share in Bath & Shower Products Market.

The report covers the Bath & Shower Products Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Bath & Shower Products Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

The emerging technologies impacting the Bath & Shower Products Industry are a) Personalized product recommendations b) Smart showerheads with customized settings c) AI-powered scent customization

Body Wash Industry Report

The global bath and shower products market, including body wash, is thriving, propelled by a shift towards personal hygiene and healthier lifestyles, augmented by cutting-edge biotechnological developments. This progression is echoed in the rising demand for baby care products and in-shower solutions that offer moisturizing functions, further broadening its usage across the hospitality and healthcare sectors. However, the presence of toxic ingredients in some offerings poses challenges, potentially hindering market growth. Nonetheless, the surging popularity of organic and natural products, alongside innovations by shower companies, cater to consumer desires for premium, health-oriented shower products. The solid bath products and men's grooming segments, in particular, are experiencing rapid growth, reflecting a strong consumer shift towards products that promise not just cleanliness but also additional health benefits and convenience. Insights from Mordor Intelligence™ Industry Reports forecast a promising growth trajectory for the body wash market, underlining a robust demand for fragrant and moisturizing shower products that align with active, health-focused lifestyles. Get a sample of this industry analysis as a free report PDF download.

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Bath and Shower Products Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)