Bath and Shower Products Market Report 2026

The bath and shower products market size has grown exponentially in recent years. It will grow from $29.85 billion in 2025 to $37.8 billion in 2026 at a compound annual growth rate (CAGR) of 26.6%. The growth in the historic period can be attributed to rising hygiene awareness, increasing personal care spending, expansion of beauty and wellness focus, rising influence of lifestyle improvement, growth of retail bath product availability.

The bath and shower products market size is expected to see exponential growth in the next few years. It will grow to $89.72 billion in 2030 at a compound annual growth rate (CAGR) of 24.1%. The growth in the forecast period can be attributed to increasing preference for premium bath essentials, rising focus on wellness driven bathing, growing demand for skin friendly formulations, expansion of personal care innovation, increasing usage of daily hygiene care. Major trends in the forecast period include increasing demand for personal hygiene enhancement, growing adoption of premium bathing solutions, rising preference for skin nourishing bath products, expanding use of moisturizing and refreshing formulations, increasing interest in relaxation oriented bath experiences.

The increasing demand for organic products is expected to propel the growth of the bath and shower products market going forward. Organic products are goods that are produced and processed in accordance with organic farming standards, which restrict the use of synthetic pesticides, fertilizers, genetically modified organisms, and artificial additives. Demand for organic products is rising due to factors such as growing health awareness among consumers and increased attention to safe and chemical-free personal care practices. Bath and shower products incorporate organic ingredients to meet consumer preferences for natural and sustainable skincare options. In addition, organic bath and shower products are often manufactured using environmentally friendly and sustainable practices, which attract eco-conscious consumers. For instance, in April 2024, according to a report published by Nutraceuticals World, a US-based media company, sales of natural and organic products increased by 4.8% in 2023, reaching $209 billion, with expectations of stronger market performance in 2024. Therefore, the growing demand for organic products is driving the growth of the bath and shower products market.

Major companies operating in the bath and shower products market are focusing on introducing innovative offerings, such as fragrance-based products, to enhance the overall consumer experience. Fragrance products are formulations designed to deliver pleasant scents and are composed of natural or synthetic aromatic compounds. These fragrances are widely used across applications including body washes, lotions, perfumes, and household products to elevate personal care routines. For instance, in September 2023, Bluemercury, Inc., a US-based cosmetics company, launched Cerulean 6, featuring two signature scent collections - Constellation, a wood-forward floral fragrance, and Cloudline, a fruit-forward floral fragrance. The product range includes body creams, oils, scrubs, washes, and scented candles, all formulated to be vegan, gluten-free, and free from harmful chemicals, offering consumers a premium and indulgent bath and shower experience.

In June 2025, Unilever Ltd., a UK-based consumer goods company, acquired Dr. Squatch for an undisclosed amount. Through this acquisition, Unilever aims to strengthen and expand its presence in the rapidly growing premium men’s personal care segment by leveraging Dr. Squatch’s strong digital engagement and loyal customer base. Dr. Squatch LLC is a US-based men’s personal care company specializing in natural, high-performance grooming products such as soaps, body washes, deodorants, hair care products, and colognes, distributed through both direct-to-consumer and retail channels.

Major companies operating in the bath and shower products market report are L'Oréal, Procter & Gamble, Johnson & Johnson Private Limited, Unilever, Crabtree & Evelyn, Henkel AG & Co. KGaA, Colgate-Palmolive Company, Reckitt Benckiser Group plc, Estée Lauder Companies Inc., CHANEL, L Brands Inc., Kao Corporation, Amway Corporation, Bath & Body Works LLC, Natura Cosméticos S.A., Shiseido Co. Ltd., Coty Inc., Avon Products Inc., Lion Corporation, Yves Rocher, L’Occitane International S.A., Beiersdorf AG, Neutrogena Corporation, Oriflame Holding AG, Revlon Inc., Lush Ltd.

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

The bath and shower products market consists of sales of bath salts, bath oils, and bath bombs. 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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