Middle-East and Africa Bath and Shower Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

The bath and shower products market in Middle-East and Africa is segmented by product type as Liquid Bath products (Bath Foam/Gel and Bath Oil/Pearls), Shower products (Body Wash/Shower Gel and Other Shower Products), and Other Bath Products (Bath Salts/Powder and Other Bath Additives), Soaps (Bar Soaps and Liquid Soaps), Distribution Channel (Convenience Stores, Online Retail, Pharmacies, Supermarkets and Hypermarkets, and Other Distribution Channels), and geography (South Africa, Saudi Arabia, United Arab Emirates, and Rest of Middle-East and Africa)

Market Snapshot

Market Snapshot1
Study Period: 2016 - 2026
Base Year: 2020
CAGR: 6.2 %

Need a report that reflects how COVID-19 has impacted this market and its growth?

Market Overview

The bath and shower products market in Middle-East and Africa is expected to register a CAGR of 6.2% over the forecast period of 2020 - 2025.

  • Countries, such as Saudi Arabia and the United Arab Emirates, hold a significant share in the market. The extreme hot climate in the region remains the primary driver for the market to grow, wherein, increased hygiene practice among consumers and the growing demand for spa-like products at home has driven the bath product sales.
  • Furthermore, the demand for halal-based products is still prominent to the middle and high-income groups of people. The increasing disposable income further is also augmenting the growth of the market.      

Scope of the report

The bath and shower products market in Middle-East and Africa is segmented in terms of liquid bath products (segmented into bath foam/gel and bath oil/pearls), shower products (segmented into body wash/shower gel and other shower products), other bath products (segmented into bath salts/powder and other bath additives), soaps (segmented into bar soaps and liquid soaps), and distribution channel (segmented into convenience stores, department stores, online retail, pharmacies, specialist retailers, supermarkets and hypermarkets, and other distribution channels. By geography, the market is segmented into South Africa, Saudi Arabia, the United Arab Emirates, and the Rest of Middle-East & Africa.

By Product Type
Liquid Bath Products
Shower Products
Other Product Types
Middle East and Africa
South Africa
Saudi Arabia
United Arab Emirates
Rest of Middle-East and Africa

Report scope can be customized per your requirements. Click here.

Key Market Trends

The Emergence of Natural Halal Bath Products & Cosmetics

The sole presence of the middle-eastern countries, along with that of the GCC, facilitated the surge in the demand for halal based cosmetics. On the other hand, this boosted manufacturers' target-based sales. Although the segment has gained significant momentum over the past years globally, the evident growth in the middle eastern economy is in harmony with Islamic law.

On the other hand, prioritizing the halal factor, the natural trend witnessed a continuous growth momentum lately. Dubai, in particular, has been a hot-bed of development for new natural, organic or halal beauty brands, as well as for the regional seeding of international natural brands and naturals spa services. In terms of retailers viewpoint, the emergence of specialist shops and more of these types of natural beauty stores will emerge, and a preferential growth will most likely come from other channels, such as spas, pharmacies, and increasingly online – a channel that could give the market a major boost.

Market share of halal cosmetics in the Middle East and Africa in 2016, by region1

Availability of Various Fragrances

Fragrances have always played a key role in driving the demand for bath & shower products, where the expectation is mostly related to lasting aroma driven by brand appeal. Across the Middle Eastern economies, the sale of bath & shower products is mostly driven by its fragrance, along with the presence of natural ingredients altogether. That being said, the driving segment i.e. the Millenials and Generation Z are more inclined towards those products that can drive sensory experience, calmness, and products that support their physical, mental and emotional well-being. Going forward, the rising demand for bath & shower products in the region will incur a strong combination of varied natural fragrances, along with those that were fragrances that were "lost in time".

Shower gel fragrance share, Middle East1

Competitive Landscape

The Middle East & Africa Bath & Shower Products market is very competitive with established global players occupying the major share of the market. Among all, the major players include international brands such as Procter & Gamble Co., Unilever PLC, Henkel AG & Co KGaA, L`Oreal SA, L'Occitane International SA, etc.

Major brands operating in this segment are opting for strategies inclusive of new product development and expansion in the distribution channel, for expanding their businesses in the region. On the other hand, brands are also expanding their presence in the premium segment of bath and shower products where the factor of aromatherapy will play a significant role in driving the sales.

Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 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 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


    1. 5.1 By Product Type

      1. 5.1.1 Liquid Bath Products

      2. 5.1.2 Shower Products

      3. 5.1.3 Soaps

      4. 5.1.4 Other Product Types

    2. 5.2 Geography

      1. 5.2.1 Middle East and Africa

        1. South Africa

        2. Saudi Arabia

        3. United Arab Emirates

        4. Rest of Middle-East and Africa


    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 Procter & Gamble Co.

      2. 6.4.2 Unilever PLC

      3. 6.4.3 Loreal Group

      4. 6.4.4 L'occitane International SA

      5. 6.4.5 Beiersdorf AG

      6. 6.4.6 Henkel AG & Co. KGaA

    5. *List Not Exhaustive

**Subject to Availability

You can also purchase parts of this report. Do you want to check out a section wise price list?

Frequently Asked Questions

The Middle East & Africa Bath and Shower Products Market market is studied from 2016 - 2026.

The Middle East & Africa Bath and Shower Products Market is growing at a CAGR of 6.2% over the next 5 years.

Procter & Gamble, Unilever, Loreal Group, L'Occitane International SA are the major companies operating in Middle East & Africa Bath and Shower Products Market.

80% of our clients seek made-to-order reports. How do you want us to tailor yours?

Please enter a valid email id!

Please enter a valid message!