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Bath and Shower Products Market by Product Type (Bath Soaps, Shower Gels, Shower Creams, Hair Shampoo, Hair Conditioner, Others), by Distribution Channel (Hypermarket/Supermarket, Local & Specialist Retailers, Drug Stores, Online Retailing, Direct Selling) - Growth, Future Prospects & Competitive Analysis, 2018 – 2026

Industry Outlook

The bath and shower products market is projected to grow at a CAGR of 3.9% during the forecast period from 2018 to 2026. This industry is mainly driven by consumer trends, and the 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 and hygiene, improved purchasing power, and a change in lifestyle in light of widespread urbanization is some other factors that are driving the global market for cosmetic skincare products. Furthermore, consumers are shifting toward value-added multi-benefit products that provide hygiene as well as skincare and fragrance, which, combined with the growing prevalence of skin, hair, and scalp-related problems globally, is another factor contributing to the growth of the bath and shower products market during the forecast period.

On the contrary, movements in the 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. DoA-it-yourself (DIY) products are gaining traction across the world as they 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 them. This is also one of the major factors restraining growth in the bath and shower products market during the forecast period.

Shifts in consumers' attitudes toward 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 refillable packages. Manufacturers are constantly looking for products that can maintain performance while minimizing environmental impact. Therefore, new product launches centered on convenience, preferences, and personalization helped accelerate market growth during the forecast period.

The bath and shower products market has a positive outlook not only in developed regions such as North America and Europe but also in developing economies such as Asia-Pacific and Latin America. Rising awareness regarding hygiene, a larger 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 are creating immense growth opportunities for the bath and shower products market in these regions.

Market Snapshot: Global Bath and Shower Products Market Value

Bath Soaps led the product type segment, but the market share was expected to decline due to rapid substitution during the forecast period.

In 2017, the bath soap segment accounted for the largest market value share of over 30% and was expected to maintain its dominance during the forecast period, although the market share for the same is expected to decline on account of the rapid substitution of bar soaps by shower gels. High penetration of bath soaps amongst men, easy availability, and low cost compared to their substitutes support the growth of this segment. Natural and dermatological soap categories are still growing considerably in different regions, further escalating the overall growth of this segment. Bath soap sales are also driven by the huge demand from the price-conscious developing economies of Asia-Pacific and Latin America.

Shower gels are identified as the fastest-growing segment during the forecast period. Shower gels are considered a suitable alternative to bath soaps and enjoy an equal presence in supermarkets and hypermarkets alongside bath soaps. Advanced skin care properties and fragrances are highly preferred options among the young population for their daily ablution, which is also propelling the growth of this segment.

Easy availability across all distribution channels is propelling the overall market growth.

Hypermarkets/supermarkets represented the largest market share by distribution channel in 2017, followed by local and specialty retailers and online retailing. Point-of-sale displays, efficient advertising, a wide assortment of products, and store announcements trigger impulse buying. In developing economies, bath and shower product manufacturers are focusing on selling through hypermarkets and supermarkets to reach the masses, which is expected to propel the growth of this segment during the forecast period. Online retailing is expected to exhibit the fastest growth during the forecast period. Online platforms enable consumers to explore the best products while doing their daily activities or in the comfort of their homes, without physically visiting the shop to buy these products. Hence, the convenience factor of consumers is expected to drive the online retail segment during the forecast period. Trends show that the companies are focusing on adopting various e-commerce 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.

The Asia Pacific region accounted for the largest share of the global bath and shower products market and is projected to witness healthy growth during the forecast period from 2018 to 2026. Increasing demand for bath and shower products from millennials, rising awareness related to health and hygiene, rising income and living standards, and a growing population are some of the factors fueling the growth of bath and shower products in the region. The presence of leading brands such as Unilever, Procter & Gamble, Johnson & Johnson, etc., coupled with rising distribution channels in countries such as India, Japan, Singapore, etc., also contributes 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 triggers demand for DIY bath and shower products in this region, which in turn drives the overall market growth. The majority of North American bath and shower product demand comes from the U.S. Other factors driving the bath and shower products market in the region include a high rate of penetration of expensive and premium bath and shower products among the X and Y generations, strong awareness of hygiene issues, and the constant introduction of personalized, innovative products by key players.

The Key Strategy Preferred by Global Players is New Product Development.

The 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. Trends show that manufacturers are striving to introduce multi-benefit, value-added products with minimal environmental impact. Key players in the bath and shower products industry 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.

Periods of History and Forecast

Our study analyzed each market segment during the period of 2016 to 2026, with 2017 as the base year. The forecast period between 2018 and 2026 is considered for the CAGR calculation.

Report Scope

This research report describes leading continents and their major countries, along with profiles of key players operating in the overall market and their planned developments. Our report further defines the overall market dynamics, such as drivers, challenges, and opportunities prevalent in the market, to understand the global bath and shower products market more explicitly. Our in-depth quantitative and qualitative analysis of each segment up to the country level highlights revenue pockets and investment opportunities in the market.

Key questions are answered in this report.

  • What are the current market trends in the bath and shower products market, and what are the valuable opportunities for the players?
  • How do environmental regulations affect global as well as regional markets?
  • Which is the most lucrative region for investment?
  • What are the market size and trends in emerging markets?
  • Which are the prime distribution channels for bath and shower products across different geographies?
  • Which are the major types of bath and shower products and their market sizes?
  • Which are the leading players and their market positions?

Frequently Asked Questions:

The market for Bath and Shower Products Market is expected to reach US$ XX Mn in 2026.

The Bath and Shower Products Market is expected to see significant CAGR growth over the coming years, at 3.9%.

The report is forecasted from 2018-2026.

The base year of this report is 2017.

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.) are some of the major players in the global market.

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Trusted By
Godaddy
Published Date:  Aug 2018
Category:  Consumer Goods
Report ID:   59285
Report Format:   PDF
Pages:   120
Rating:    4.1 (55)
Delivery Time: 24 Hours to 48 Hours   
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