Personal Hygiene Market Report 2026

The personal hygiene market size has grown steadily in recent years. It will grow from $631.02 billion in 2025 to $658.76 billion in 2026 at a compound annual growth rate (CAGR) of 4.4%. The growth in the historic period can be attributed to rising public health awareness, increasing household hygiene spending, growing urbanization influence, expansion of hygiene product accessibility, government health promotion initiatives.

The personal hygiene market size is expected to see steady growth in the next few years. It will grow to $786.57 billion in 2030 at a compound annual growth rate (CAGR) of 4.5%. The growth in the forecast period can be attributed to growing focus on preventive health, increasing demand for premium hygiene brands, rising sustainability hygiene preferences, expanding e-commerce penetration, strengthening personal wellness culture. Major trends in the forecast period include increasing awareness toward daily hygiene practices, rising demand for antibacterial and sanitizing products, growing preference for natural and chemical-free hygiene products, expansion of premium personal care and hygiene solutions, strengthening focus on health and wellness lifestyle habits.

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 emphasizing the development of innovative hygiene solutions, such as next-generation hand sanitizers, to strengthen germ-elimination performance, enhance user safety, and promote sustainability. Next-generation hand sanitizers are advanced hygiene formulations designed to deliver improved antimicrobial effectiveness while remaining gentle on the skin and reducing environmental impact, enabling users to maintain effective hand hygiene with greater safety and sustainability. For instance, in January 2024, GOJO Industries, a US-based hygiene solutions provider, launched a new dispenser system featuring DISPENSER ADVISOR technology. This system enables remote monitoring of sanitizer usage and refill levels, incorporates refills that use 30% less plastic, and includes sanitizer formulations certified by third-party ecolabels, underscoring the industry’s focus on hygiene efficiency, user convenience, and environmentally responsible solutions.

In October 2024, Good Glamm Group, an India-based beauty and personal hygiene company, acquired Sirona Hygiene for $60 million. This acquisition strengthens Good Glamm Group’s commitment to expanding its personal care portfolio by integrating Sirona Hygiene’s expertise in feminine hygiene and intimate wellness products. Sirona Hygiene is an India-based manufacturer of personal hygiene products for females.

Major companies operating in the personal hygiene market report 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 2025. 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, South East Asia, 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, Taiwan, 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).

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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