Personal Care Shower and Bath Market Report 2026

The personal care shower and bath market size has grown strongly in recent years. It will grow from $66.2 billion in 2025 to $71.42 billion in 2026 at a compound annual growth rate (CAGR) of 7.9%. The growth in the historic period can be attributed to rising personal hygiene awareness, increasing consumption of bath care products, expansion of retail availability, growth in lifestyle improvement spending, rising demand for daily care essentials.

The personal care shower and bath market size is expected to see strong growth in the next few years. It will grow to $96.54 billion in 2030 at a compound annual growth rate (CAGR) of 7.8%. The growth in the forecast period can be attributed to increasing focus on wellness and hygiene routines, rising preference for premium bath products, growing interest in skin friendly cleansing solutions, increasing demand for specialized shower and bath products, expansion of organized personal care markets. Major trends in the forecast period include growing preference for hygiene enhancing bath products, increasing demand for skin friendly bathing solutions, rising interest in premium shower and bath experiences, increasing shift toward wellness focused bath products, growing awareness of daily personal hygiene care.

The growing demand for ayurvedic products is contributing to the expansion of the personal care shower and bath market in the coming years. Ayurveda is a traditional system of medicine that originated in India, and ayurvedic products are formulated using natural ingredients such as herbs and essential oils. These products are widely used in personal care showers and baths to help maintain overall body health and are suitable for all skin types. For example, in August 2023, according to Saffron Media Pvt Ltd., an India-based media company, exports of AYUSH and herbal products from India reached $628.5 million during the 2022-23 fiscal year. Consequently, the increasing demand for ayurvedic products is driving the growth of the personal care shower and bath market.

Major companies operating in the personal care shower and bath market are focusing on the development of innovative solutions, such as MicroMoisture technology, to enhance product performance and consumer appeal. MicroMoisture technology is a formulation designed to deposit millions of microscopic moisturizing droplets onto the skin, helping to retain, boost, and regenerate moisture throughout the day. For instance, in February 2023, Dove, a UK-based personal care brand, introduced Dove Body Wash with 24-hour Renewing MicroMoisture. This body wash is specifically formulated to deeply moisturize and nourish the skin for up to 24 hours. The formulation includes plant-based moisturizers along with stearic and palmitic fatty acids that help restore the skin’s natural moisture barrier and protect against dryness.

In September 2024, L Catterton, a US-based private equity and consumer investment firm, acquired a majority stake in SIA Stenders for an undisclosed amount. Through this acquisition, L Catterton aims to accelerate SIA Stenders’ international expansion across Asia, Europe, the Middle East, and the United States by leveraging its consumer insights and operational expertise to scale the premium bath and body care brand globally. SIA Stenders is a Latvia-based premium bath and body care company specializing in high-quality products made with natural ingredients, including bath bombs, foams, salts, body butters, creams, lotions, oils, scrubs, and hand care products.

Major companies operating in the personal care shower and bath market report are Procter & Gamble Company, Unilever plc, Johnson & Johnson Consumer Inc., L'Oréal S.A., Henkel AG & Co KGaA, Godrej Consumer Products Limited, Colgate-Palmolive, Reckitt Benckiser Group plc, Kao Corporation, Beiersdorf AG, ITC Limited, Amway, Shiseido, Natura & Co, Lion Corporation, Avon Beauty Products Pvt Ltd., L'Occitane en Provence, The Body Shop International Limited, Crabtree & Evelyn, The Honest Company, Burt's Bees, Dr. Bronner's, Molton Brown, Plum Island Soap Co, The Face Shop, Method Products.

Asia-Pacific was the largest region in the personal care shower and bath market in 2025. The regions covered in the personal care shower and bath market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the personal care shower and bath market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The personal care shower and bath market consists of sales of natural hair care products, natural body wash, skincare regimen, natural lotion, mouthwash, bubble bath, shaving cream. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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