North America Bath & Shower Products Market Trends

Market Trends of North America Bath & Shower Products Industry

Surging Demand for Organic and Clean-Label Bath & Shower Products

• The North American bath and shower products market is experiencing growth due to the increasing affinity of consumers toward organic and natural products with specific ingredients. The demand for natural, plant-based, and chemical-free baby bath and shower products among millennials and Gen Z parents is increasing due to rising health and safety concerns for their children. Frequent launches of enhanced products and innovation have also contributed to the market's growth.
• The premiumization trend in shower gels, with an emphasis on clean-label ingredients, has led to higher product pricing. However, this has had minimal impact on consumers, as they prefer products with 100% plant-derived ingredients. The increasing consumer demand for natural and innovative products is driving key players to invest in R&D activities, resulting in numerous product launches.
• For instance, Kohler Co. introduced Sprig, a new wellness brand designed to create at-home spa experiences. This brand includes innovative shower infusion systems (with shower infusion pods), premium bath bombs, and versatile body and linen mists, all featuring sought-after skincare ingredients such as hyaluronic acid, and sodium PCA, as well as self-care staples like shea butter, coconut oil, and kaolin clay.
• The rising disposable income of consumers in North American countries is allowing them to spend on premium quality health and hygiene products, further boosting the sales of the market. Additionally, consumers' growing interest in cruelty-free, natural, ayurvedic ingredients, and organic products is driving manufacturers to innovate in the bath and shower product market.

United States to Drive the Regional Market

• The United States accounts for the largest market share in the North American region, as key brands present in the country are investing in product and packaging innovations that suit new consumer tastes and have a smaller environmental impact. In addition, the rising demand and penetration of consumer-oriented brands entering the bath and shower market with new products as the demand for high-quality personal hygiene products are increasing among consumers.
• The market witnessed significant innovations in the ingredients used to meet consumer preferences, which are also supported by various product launches in new formats by major manufacturers. For instance, in June 2022, Silicon Valley-based Codex Beauty Labs launched MyMicrobiome-friendly certified bath salts, the first bath salts in the world to achieve this certification. The salt soaks complex minerals and emollient oils, offering physical and mental health benefits such as stabilizing mood or relieving stress, anxiety, and depression.
• Also, consumers in the country demand natural and organic products that have scent and moisturizing properties to match the current fast-paced, active, and healthy lifestyles, and the current trend. Furthermore, the growing adoption of premium and high-quality body wash and shower gel products among high income-groups in the United States results in number of such products being introduced in the country.
• For instance, in June 2021, SO'BiO étic, a socially responsible French beauty company, launched its organic beauty line in the United States. to supply eco-friendly and healthy beauty items. The company's products do not contain glycol, parabens, silicones, nanoparticles, PEG, or chemical filters.