The North American Bath & Shower Products market is expected to reach USD 7.14 billion by 2023, witnessing a low CAGR during the forecast period. The US dominates the sales which are followed by Canada and Mexico. Growing demand for organic and natural bath products which is mainly driven by the health-conscious consumers is driving the market. Plant-based natural ingredients remain the popular ingredients among the consumers. However, the growing safety concern among consumers regarding the ingredients in the shower products has affected the market growth.
Bath additives is a small and niche market in Mexico due to the lesser population of households having baths. However, Mexico is expected to witness the fastest growth in the bath additives and bath salts market in North America. Bath and shower products remain the largest category in 2017 which is expected to dominate by 2023. Body wash/gel is the most popular category consumed in the US which is mostly driven by the health and hygiene practice followed by consumers. Innovation in bath products with a wide range of new scents and floral ingredients continue to drive the market.
The US occupies a major share of more than 70% of the North America sales by volume. The mature state of the market continues to witness a low CAGR during the forecast period. Mexico holds the smallest share of the market while is expected to witness a steady growth due to the growing demand for substituting bar soap. Bar soap in Canada has seen declining sales. Consumers shifting towards organic and natural products is further driving sales of bath products in Canada.
The North America Bath & Shower Products market is competitive with multinational players occupying the major share of the market. New product innovation focuses on organic and natural ingredients along with new formats are the main strategy adopted by players.
Major players include - Procter & Gamble Co., Unilever Plc, Henkel AG & Co KGaA, L`Oreal S.A. L'Occitane International SA, among others.
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