Bath and Shower Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2023-2028)

The global bath and shower products market is projected to register a CAGR of 3.5% in the upcoming five years.

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 & 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.

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 & Shower Products Market Competitor Analysis

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.

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