The global face wash and cleanser market size was estimated at USD 22.19 billion in 2018 and is anticipated to expand at a CAGR of 6.0% from 2019 to 2025. The market growth is primarily driven by the increasing awareness about skin health. In addition, demand for allergy-safe and specialized products due to increasing cases of skin problems, such as acne, rash, and irritation, is projected to augment the market growth.
Increased pollution levels and exposure to UV rays causes skin problems like skin blackening and burn, which, if not taken care of, may result in severe illnesses like skin cancer. Thus, rising awareness about such issues and concerns will boost the product demand. In addition, companies in the market are investing in celebrity endorsements and advertisements to influence consumers.
This is also likely to have a positive impact on the growth of this market. Moreover, influence of social media platforms, such as Instagram and YouTube, also play a major role in market growth. Thus, rising awareness about the availability of innovative products is also expected to drive the product demand in the years to come.
Supermarket & hypermarket distribution channel accounted for the largest revenue share of 36.10% in 2018. Asia Pacific led the market in the past and is projected to expand further retaining its leading position throughout the forecast period. On the other hand, Middle East & Africa is projected to witness the fastest CAGR from 2019 to 2025.
On the basis of product type, the market is divided into face wash and cleanser. The face wash segment is further divided into gel-based, cream-based, and foam-based. The cream-based face wash segment accounted for the largest market share in 2018. Foam-based face wash is projected to be the fastest-growing segment from 2019 to 2025. The cleanser segment is further categorized into gel-based, cream-based, and oil-based liquid cleansers. The cream-based cleanser segment had the highest market share in 2018 and is expected to witness stable growth in the future. The gel-based cleansers are anticipated to have the fastest CAGR of 6.3% during the forecast period.
On the basis of distribution channel, the market has been segmented into drugstore, supermarket and hypermarket, specialty stores, and online channels. In 2018, the supermarket and hypermarket was the largest distribution channel and accounted for more than 35% of the global face wash and cleanser market share.
The online channel is expected to be the fastest-growing segment. It is projected to expand at a CAGR of 6.5% from 2019 to 2025. This growth is attributed to factors, such as increasing number of smartphone and internet users and rapidly expanding e-commerce sector, especially in emerging regions.
On the basis of region, the market is segmented into North America, Europe, Asia Pacific, Central and South America, and the Middle East and Africa. Asia Pacific was the largest regional market in the past. It is estimated to retain its dominant position throughout the forecast years owing to potential growth opportunities for the market in countries, such as China, Hong Kong, and India.
Moreover, cost-effective manufacturing, increasing demand for organic products, and rising pollution levels in these countries are driving the growth further. The Middle East and Africa is anticipated to be the fastest-growing regional market at a CAGR of over 7.0% during the forecast period. High awareness levels about skin health and increasing disposable income will drive the market in this region.
Key companies in the market are Procter & Gamble, Unilever, L’Oreal, Godrej Consumer Products Ltd., The Himalaya Drug Company, Shiseido Co., Ltd., Estee Lauder Company Ltd., Forest Essentials, Johnson and Johnson Ltd., and The Proactiv Company LLC. These companies have undertaken several competitive strategies to gain greater market share, some of which include new product development and mergers and acquisitions.
Base year for estimation
Actual estimates/Historical data
2015 - 2017
2019 - 2025
Revenue in USD Billion and CAGR from 2019 to 2025
North America, Europe, Asia Pacific, Central & South America, and Middle East & Africa
U.S., Germany, U.K., China, and India
Revenue forecast, company share, competitive landscape, growth factors and trends
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This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2014 to 2025. For the purpose of this study, Grand View Research has segmented the global face wash and cleanser market report on the basis of product type, distribution channel, and region:
Product Type Outlook (Revenue, USD Billion, 2015 - 2025)
Distribution Channel Outlook (Revenue, USD Billion, 2015 - 2025)
Supermarket & Hypermarket
Regional Outlook (Revenue, USD Billion, 2015 - 2025)
Central & South America
Middle East & Africa
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