Industry Outlook
Bath and Shower products market is projected to grow at the CAGR of 3.9% during the forecast period from 2018 to 2026. This industry is mainly driven by consumer trends and consequent innovations brought in by manufacturers. Innovative marketing strategies introduced by manufacturers that harness the potential of product reviews and word of mouth have had a significant driving impact on the growth of this market. Additionally, rising awareness related to health & hygiene, improved purchasing power, and change in lifestyle in the light of widespread urbanization are some other factors that are driving the global cosmetic skincare products market. Moreover, consumer are shifting towards value added multi-benefit products that offers hygiene along with skin care and fragrance coupled with growing prevalence of skin and hair & scalp related problems across the world is another factor contributing to the growth of bath and shower products market during the forecast period. On contrary, movements in regulatory environment demanding manufacturing guidelines particularly with a focus on ingredients and marketing practices and the growing awareness towards the use of harmful chemical substances in the product, like sodium lauryl sulfate, dioxane, parabens, etc. may hold back the growth of this market within the forecast period. Do-it-yourself (DIY) products are gaining traction across the world as these are easy to prepare and cost effective. Organic bath and shower products are relatively expensive pushing consumers to make these products using natural ingredients at home rather than buying the same. This is also one of the major factor restraining growth of the bath and shower products market during the forecast period.
Shift in consumers towards natural products and rising environmental concerns have led to the development of eco-friendly products, containing natural ingredients with the use of biodegradable packaging and refill packages. Manufacturers are constantly researching products which can maintain performance characteristics while mitigating environmental impact. Therefore, new product launches centered on convenience, preferences, and personalization helping in accelerating market growth during the forecast period.
Bath and shower products market has positive outlook not only in developed regions such as North America and Europe but also developing economies such as Asia-Pacific and Latin America. Rising awareness regarding hygiene, higher population pool, substantial growth in disposable incomes and trend-setting products at low cost being innovated in countries such as South Korea, China, and Japan creating immense growth opportunity for bath and shower products market in these regions.
Bath Soaps Led the Product Type Segment but Market Share Expected to Decline during the Forecast Period on Account of Rapid Substitution
In 2017, Bath soap segment accounted for the largest market value share of over 30% and expected to maintain its dominance during the forecast period although the market share for the same is expected to decline on account of rapid substitution of bar soaps by shower gels. High penetration of bath soaps amongst men, easy availability and low cost compared to their substitutes supporting the growth of this segment. Natural and dermatological soaps category are still growing considerably in different region further escalating the overall growth of this segment. Bath soap sale is also driven by the huge demand form price conscious developing economies of Asia-Pacific and Latin America.
Shower gels segment is identified as the fastest growing segment during the forecast period. Shower gels are considered as a suitable alternative to bath soaps and enjoys equal presence in supermarkets and hypermarkets alongside with bath soaps. Advanced skin care properties and fragrances and are highly preferred option among the young population for their daily ablution also propelling the growth of this segment.
Easy Availability across all Distribution Channel Propelling the Overall Market Growth
Hypermarket/Supermarket represented the largest market share by distribution channel in 2017, followed by local & specialist retailers and online retailing. Point of sale displays, efficient advertising, wide assortment of products, and store announcements triggers the impulse buying. In developing economies, bath and shower product manufactures are focusing on selling through hypermarket/supermarkets to contact the masses which in turn is expected to propel the growth of this segment during the forecast period. Online retailing expected to exhibit fastest growth during the forecast period. Online platforms enables the consumers to explore the best products while doing daily activities or in the comfort of home without physically visiting the shop to buy these products. Hence convenience factor of consumer is expected to drive the online retail segment during the forecast period. Trends show that the companies are focusing on adopting various ecommerce platforms as part of their strategy to increase the revenue of bath and shower products owing to the fact that it helps to minimize the maintenance cost.
Huge Population Base and Rising Disposable Income in Asia-Pacific, Making it the leading Region for Bath and Shower Products
Asia Pacific region accounted for the largest share in global bath and shower products market and projected to witness healthy growth during the forecast period from 2018 to 2026. Increasing demand for bath and shower products from millennial, rising awareness related to health & hygiene, rising income & living standard, and growing population are some of the factors fuelling the growth of bath and shower products in the region. Presence of leading brands such as Unilever, Procter & Gamble, Johnson & Johnson, etc. coupled with rising distribution channel in counties such as India, Japan, Singapore, etc. also contributing to the growth of bath and shower products in the region.
North America accounted for the second largest market share of global bath and shower products in 2017. Consumers shift towards natural and environmentally friendly products triggering do-it-yourself bath & shower products demand in this region, which in turn driving the overall market growth. Majority of North America bath and shower products demand comes from the U.S. High rate of penetration of expensive & premium bath and shower among X and Y generation, strong awareness pertaining to hygiene problem, and constant introduction of personalised innovative products by the key players are other factors driving the bath and shower products market in the region.
New Product Development is the Key Strategy Preferred by the Global Players
Bath and Shower products market is characterized by growing maturity and intense competition. Market growth is mainly attributed to new product development, supported by heavy media advertising and promotional activity carried out by the major brand manufacturers. Trend shows that manufacturers are striving to introduce multi-benefit value-added products having miniscule environmental impact. Key players in the bath and shower products include Johnson & Johnson (U.S.), L'Oral S.A. (France), Procter & Gamble Co. (U.S.), Unilever (UK), Avon Products, Inc. (U.S.), Beiersdorf AG (Germany), and Este Lauder Companies Inc. (U.S.) among others.
Historical & Forecast Period
This study report represents analysis of each segment from 2022 to 2032 considering 2023 as the base year. Compounded Annual Growth Rate (CAGR) for each of the respective segments estimated for the forecast period of 2024 to 2032.
The current report comprises of quantitative market estimations for each micro market for every geographical region and qualitative market analysis such as micro and macro environment analysis, market trends, competitive intelligence, segment analysis, porters five force model, top winning strategies, top investment markets, emerging trends and technological analysis, case studies, strategic conclusions and recommendations and other key market insights.
Research Methodology
The complete research study was conducted in three phases, namely: secondary research, primary research, and expert panel review. key data point that enables the estimation of Bath and Shower Products market are as follows:
Market forecast was performed through proprietary software that analyzes various qualitative and quantitative factors. Growth rate and CAGR were estimated through intensive secondary and primary research. Data triangulation across various data points provides accuracy across various analyzed market segments in the report. Application of both top down and bottom-up approach for validation of market estimation assures logical, methodical and mathematical consistency of the quantitative data.
| ATTRIBUTE | DETAILS |
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| Research Period | 2022-2032 |
| Base Year | 2023 |
| Forecast Period | 2024-2032 |
| Historical Year | 2022 |
| Unit | USD Million |
| Segmentation | |
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Distribution Channel
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Region Segment (2022-2032; US$ Million)
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Key questions answered in this report
