The global personal care shower and bath market size was valued at USD 83.2 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 5.8% from 2022 to 2028. The market growth can be credited to the growing demand for oxygen moisture conditioners from consumers in China and India. The growing demand for shower and bath products is enhancing the sales of personal care products. Moreover, the rising popularity of long-lasting scent products is anticipated to boost the market growth over the forecast period. The growing acceptance of glossy repair shampoo products to aid the dandruff issues is the major factor driving the market. Moreover, the growing awareness in Europe regarding germ protection and moisturizing, coupled with the rising demand to procure head and body wash products at lower costs, is expected to offer growth opportunities for the market. However, the growing preference for natural personal care products is hindering market growth. At present, key players are focusing to launch head-to-toe active personal care products with Argan oil to upkeep the hair structure. Hence, the market is expected to witness significant growth during the forecast period.
The growing need to maintain personal health and hygiene is accelerating the growth of the market. Moreover, the trend of aromatherapy has increased the demand for shower and bath products among the customers. The increasing availability of various flavors in body washes and bath bombs infused with essential oils and aroma is expected to contribute to the growth of the market over the forecast period. Growing investment from the U.S-based personal care firms to procure organic hand soaps is refueling the market growth. The procurement of light herbal fragrance flavored body wash products by key players, coupled with the rapidly growing demand for vitamin E and aloe mixed liquid soaps from the Indian consumers, is fueling the industry growth.
The coronavirus pandemic affected the growth of various industries across the world. The value chain of the beauty and personal care market was hampered during the financial year 2019-2020. The distribution channels such as offline and online were hindered owing to the national lockdown imposed across the globe. During the COVID-19 pandemic, the demand for personal care products increased due to the rising health awareness and the need to diminish the effect of the virus. Spa bath shampoo and liquid soaps had gained significant traction during the Covid-19 era to fulfill the demand for protective liquid solutions. The rising demand for anti-dullness scrub is refueling the market growth.
The key players in the market are assessing the e-commerce platform to refuel the sales of personal care products. This cyber commerce sales methodology is escalating the commercial prospects for the personal care products which, in turn, will propel the market growth. The key players are using multiple strategies to attract a wide number of customers by offering germ protection, aroma-therapeutic effects, and antiseptic formula among the shower and bathing products to remain competitive in the current market.
Additionally, with the spread of COVID-19, manufacturers are maintaining sanitization among their products and this trend is likely to be followed in the market in the future. Therefore, this factor is going to create more opportunities for the market during the forecast period. While maintaining several aromas and floral scents among the shower and bathing products, the use of toxic ingredients is high, which is the major factor restraining the growth of the market. Additionally, the high cost of premium bathing and shower products is limiting the market growth. Therefore, these factors are hindering their penetration rate among the low to middle-income groups.
The shower gels and liquid soap segment captured the largest revenue share of over 40.0% in 2021. Shower gels and liquid soap are acting as an alternative to solid soap to provide protection against bacteria and viruses. The growing adoption of organic liquid soap in the beauty and personal care industry is escalating the demand for hygiene products, which will boost the market growth in the upcoming years. The rising demand for hair styling gel will further enhance the segment growth during the forecast period.
The body scrubs segment will register the highest CAGR of 7.2% from 2022 to 2028. This can be credited to the moisturizing benefits of the scrub. Organic body scrub removes the dead skin cells to maintain smoother skin. The efficient skin rejuvenation property of body scrubs will further enhance the sales of the segment over the forecast period.
The solid soap segment held the second-largest revenue share in 2021. This can be credited to its sold form, which can be used multiple times as they do not include water. Moreover, solid soaps do not contain synthetic scents, petrochemicals, and preservatives like shower gels, which is contributing to the growth of the solid soap segment. In addition, solid soaps are eco-friendly and create less wastage in the environment, which is expected to fuel growth during the forecast period.
The offline segment held the largest revenue share of over 75.0% in 2021. The growing demand for personal care shower and bath products in developed countries will build the interconnecting network of grocery stores. The growing drift of the consumers towards the local shops is expected to boost the market growth. The domestic medical shops are supplying a diversified portfolio of personal care shower and bath products. The grocery stores are providing personal care products in several formats such as shower gels and liquid soap, body scrubs, and solid soap. Supportive measures taken by the personal care product manufacturers to provide sales margin for offline stores will propel the market growth.
The online segment is projected to register the fastest growth rate during the forecast period. This growth is owing to the increased focus of personal care manufacturers to adopt the technologically advanced cyber commerce portal. The online segment is removing the barriers of physical stores and improving the efficiency of product delivery. The customer-oriented services with a 24/7 delivery option are expected to refuel the market growth.
Asia Pacific held the largest revenue share of over 30.0% in 2021 due to the increasing demand for tearless shampoo and body wash in China and India. The growing trend in China to adopt the glossy repair conditioner will boost the market growth. The market in China is driven by the growing demand for anti-dandruff shampoos. Moreover, the growing consumption of sustainable shower and bath care products in India is anticipated to boost the market growth.
Europe is projected to register the fastest CAGR of 6.9% from 2022 to 2028. This can be attributed to the increasing demand for Shea Body Scrub in the U.K. to accomplish the demand for exfoliating cream scrubs. The emerging trend in Germany to adopt the British Rose Body Scrub is propelling the market growth. The growing adoption of olive body scrub in Italy is further estimated to fuel the growth over the forecast period. Moreover, funding provided by the private firms in France to procure organic personal care products is anticipated to boost the market growth.
The Middle East and Africa is projected to register the second-fastest CAGR from 2022 to 2028. This can be credited due to the increasing penetration of smartphones and the growing preference of customers to remain updated and maintain health and hygiene in this region. Moreover, the key players are increasing their investment in e-commerce channels across the region to widen their businesses, which, in turn, is further driving the market.
The main focus of the companies is to launch a variety of deep cleansing scrubs to meet the growing concerns over skincare. The key players are focusing on procuring foaming hair and body wash with moisturizers. However, USDA Certified Biobased Product has its unique challenges and limitations. Multiple companies are targeting to procure non-irritating formulations in the market. The major players are approaching low-foam formulation material that rinses easily.
For instance, in September 2021, Unilever initiated a platform called Positive Beauty Growth, a new initiative to partner with startups and scale-ups to increase their innovation and brand growth via social commerce. With this partnership, the Positive Beauty Growth Platform will be led by Unilever’s personal and beauty care division. This initiative has resulted in the integration of social media and e-commerce channels using social media platforms to promote and sell their products and services. Some prominent players in the global personal care shower and bath market include:
Procter & Gamble
Reckitt Benckiser Group PLC
Godrej Consumer Products
GOJO Industries, Inc.
The Body Shop
The Face Shop
Market size value in 2022
USD 85.2 billion
Revenue forecast in 2028
USD 123.5 billion
CAGR of 5.8% from 2022 to 2028
Base year for estimation
2017 - 2020
2022 - 2028
Revenue in USD million/billion and CAGR from 2022 to 2028
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Type, distribution channel, region
North America; Europe; Asia Pacific; Central & South America; Middle East & Africa
U.S.; Canada; U.K.; Germany; France; Italy; Russia; China; India; Japan; Brazil; Argentina; Saudi Arabia; South Africa
Key companies profiled
Unilever; Procter & Gamble; Reckitt Benckiser Group PLC; Amway; Godrej Consumer Products; Lion Corporation; GOJO Industries, Inc.; The Body Shop; Shiseido; 3Lab Inc.; The Face Shop; L’Oreal
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This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2017 to 2028. For the purpose of this study, Grand View Research has segmented the global personal care shower and bath market report on the basis of type, distribution channel, and region:
Type Outlook (Revenue, USD Million, 2017 - 2028)
Shower Gels & Liquid Soap
Distribution Channel Outlook (Revenue, USD Million, 2017 - 2028)
Regional Outlook (Revenue, USD Million, 2017 - 2028)
Rest of Europe
Rest of Asia Pacific
Central & South America
Rest of Central & South America
Middle East & Africa
Rest of Middle East & Africa
b. The global personal care shower and bath market size was estimated at USD 83.2 billion in 2021 and is expected to reach USD 85.2 billion in 2022.
b. The global personal care shower and bath market are expected to grow at a compound annual growth rate of 5.8% from 2022 to 2028 to reach USD 123.5 billion by 2028.
b. The Asia Pacific dominated the personal care shower and bath market with a share of 34.4% in 2021. This is attributable to the increasing demand for tearless shampoo & body wash in China and India, the rising trend in China to adopt the glossy repair conditioner, and the growing consumption of sustainable shower & bath care products.
b. Some key players operating in the personal care shower & bath market include Unilever; Procter & Gamble; Reckitt Benckiser Group PLC; Amway; Godrej Consumer Products; Lion Corporation; GOJO Industries, Inc; The Body Shop; Shieshdo; 3Lab Inc; The Face Shop; and Lâ€™Oreal.
b. Key factors that are driving the personal care shower & bath market growth include the growing demand for oxygen moisture conditioners from China and India, the growing demand for hygiene products for showers & baths, and the rising popularity of long-lasting scent products across the world.
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