Personal Hygiene Market Report 2025

This report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The personal hygiene market size has grown steadily in recent years. It will grow from $607.56 billion in 2024 to $636 billion in 2025 at a compound annual growth rate (CAGR) of 4.7%. The growth in the historic period can be attributed to public health awareness, improved living standards, advertising and media influence, urbanization trends, product formulation and development.

The personal hygiene market size is expected to see steady growth in the next few years. It will grow to $759.66 billion in 2029 at a compound annual growth rate (CAGR) of 4.5%. The growth in the forecast period can be attributed to global health concerns, e-commerce growth, innovation in sustainable products, aging population and health consciousness, and pandemic-induced hygiene practices. Major trends in the forecast period include customization and personalization, rise of clean and green products, technological integration, elevated e-commerce experience wellness and holistic approach.

The rise in e-commerce is expected to propel the growth of the personal hygiene market going forward. E-commerce, short for electronic commerce, refers to the selling and buying of goods or services over the Internet. E-commerce has experienced a significant rise due to advancements in technology that have made online shopping more convenient, secure, and accessible than ever before. It provides a convenient platform for consumers to access a wide range of personal hygiene products from the comfort of their homes. This convenience factor encourages more frequent purchases and allows individuals to maintain consistent hygiene practices without the hassle of visiting physical stores. For instance, in November 2023, according to the United States Census Bureau, a US-based government agency, compared to the second quarter of 2022, the estimate for e-commerce in the second quarter of 2023 climbed by 7.5% (or 1.4%), while overall retail sales rose by 0.6% (or 0.4%). 15.4% of all sales in the second quarter of 2023 were made through online stores. Therefore, the rise in e-commerce is driving the growth of the personal hygiene market.

Major companies operating in the personal hygiene market are focused on introducing innovative personal hygiene solutions, such as advanced hand sanitizers, to drive their revenues in the market. An advanced hand sanitizer refers to a product that has improved antimicrobial efficacy against a wider range of pathogens and provides enhanced skin protection, moisture retention, or faster drying times. For instance, in March 2022, Purell, a US-based company of hand sanitizers, announced the launch of PURELL Advanced Hand Sanitizer Naturals Foam and PURELL Advanced Hand Sanitizer 2in1 Moisturizing Foam. These new formulas are ideal for anyone searching for a reliable hand sanitizer that is mild on the skin yet powerful enough to eradicate 99.99% of common bacteria that could cause sickness. With a 91% biobased composition and a luxury recipe derived from plant-based ethanol, Purell Advanced Hand Sanitizer Naturals Foam helps people who care about eradicating germs from their hands. It is offered in recyclable 10-ounce pump bottles and is created from ethanol that is naturally renewable. Purell Advanced Dual-Use Moisturizing Foam Hand Sanitizer, with a special combination of hydrating components such as antioxidants and vitamins B3 and E, is used to hydrate and moisturize skin.

In October 2024, India-based beauty and personal care company Good Glamm Group acquired Sirona Hygiene for $60 million. This acquisition reinforces Good Glamm Group’s dedication to growing its personal care portfolio by incorporating Sirona Hygiene’s expertise in feminine hygiene and intimate wellness products. Sirona Hygiene, based in India, specializes in manufacturing personal hygiene products for women.

Major companies operating in the personal hygiene market are Costco Wholesale Corporation, The Kroger Co., Johnson & Johnson Services Inc., Carrefour S.A., Procter & Gamble Limited, Unilever Plc, L'Oréal S.A., 3M Company, Henkel AG & Co. KGaA, Kimberly-Clark Corporation, Colgate-Palmolive Company, Reckitt Benckiser Group, Estée Lauder Companies Inc., Kao Corporation, B. Braun Melsungen AG, Amway Corporation, Beiersdorf AG, Shiseido Company Limited, Unicharm Corporation, Church & Dwight Co. Inc., Coty Inc., Mary Kay Inc., Avon Products Inc., Paul Hartmann AG, Croda International plc, Revlon Inc., Oriflame Cosmetics AG, Natura & Co Holding SA, L'Occitane en Provence, Vini Cosmetics Pvt. Ltd.

Asia-Pacific was the largest region in the personal hygiene market in 2024. Europe is expected to be the fastest-growing region in the forecast period. The regions covered in the personal hygiene market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the personal hygiene market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The personal hygiene market consists of sales of oral hygiene products, deodorants, shaving products, grooming tools, and skin care products. 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).

Personal hygiene refers to the practices and habits individuals engage in to maintain cleanliness and promote health. These practices typically include bathing or showering regularly, brushing teeth, washing hands, grooming hair, and maintaining cleanliness of clothing and personal belongings.

The main types of personal hygiene products are soaps, hand sanitizers, bath and shower products, face care products, and others. Soaps are cleansing agents composed of fats or oils combined with an alkali. These can be used by several types of gender, such as unisex, male, and female, and are sold through online and offline distribution channels.

The main types of personal hygiene products are soaps, hand sanitizers, bath and shower products, face care products, and others. Soaps are cleansing agents composed of fats or oils combined with an alkali. These can be used by several types of gender, such as unisex, male, and female, and are sold through online and offline distribution channels.

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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