Bath and Shower Products Market
                     Bath and Shower Products Market Size, Share & Trend | Industry Analysis 
Report, 2026
Market Introduction
The global bath and shower products market has witnessed a steady growth over the past few
years. This is owing to rising purchasing power of the consumers and increasing product launches
by several manufacturers in this industry. Furthermore, several manufacturers are adopting an
omni-channel distribution approach for their products, in order to broaden their consumer base.
This has also shown a positive growth trajectory for demand for such products. Countries in
emerging economies such as India, China, Japan, Brazil, and Mexico are expected to exhibit high
demand for bath and shower products on account of rising demand for bath and shower products
with multiple benefits such as skin nourishment, skin repair, and moisture therapy among others
coupled  with  improvement  in  the  standard  of  living  of  the  consumers.  Moreover,  high
competition in this industry has led to adoption of several strategies by market players, such as
frequent product launches and lucrative promotional offers, in order to expand customer base and
to gain a competitive edge in the market.  This has provided customer with varied options,
thereby fuelling growth of the bath and shower products market.
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Market Trend Analysis
Frequent product launches in the field of bath and shower products is one of the key factors
boosting growth of this market. Sweat, dirt, and oil is rising concern, especially among the
younger population. Therefore, demand for shower gels is increasing. Shower gels are considered
as a suitable alternative to bar soaps and they are highly preferred among the young population.
Further, the availability of shower gels has become widespread as they find equal presence in
supermarkets and hypermarkets alongside with bar soaps. According to Coherent Market Insights,
Radox, a brand of shower products owned by Unilever Plc recorded sales of over US$ 70 million
in 2014 in the U.K., followed by Imperial Leather, which recorded sales of US$ 50 million in the
same year.
Furthermore, demand for soap is also expected to increase over the forecast period. According to
the same source, in the soap category Dove accounted for a market share of over 20% in 2016,
followed by Dial, which accounted for a share of 16%, and Olay, which held a share of less than
5% in the same year. Demand for soaps is still very high among consumers in the emerging
economies, although its market share is expected to witness a decline in the near future on
account of rising availability of substitute products such as shower gels and shower creams,
among others.
Do-it-yourself (DIY) products are increasingly gaining popularity among consumers, since these are
easy to prepare and cost effective. Organic bath and shower products are relatively expensive,
due to which, consumers are inclined towards making these products using natural ingredients at
home rather than buying the same. This is a major factor restraining growth of the bath and
shower products market.
Asia Pacific is estimated to be the largest market for bath and shower products in 2017 and is
expected to retain its position throughout the forecast period. High population ,improvement in
the standard of living of the consumers, especially in the emerging economies and rising penchant
towards upmarket brands are some of the key factors for growth of the bath and shower products
market in the region. According to Coherent Market Insights, shower gels with multiple benefits
such as skincare properties and fragrances are gaining significant popularity among the consumers
in India. Unilever Plc retained the major market share in the field of bath and shower products
market in India in 2016 with a market share of more than 40% in the same year. Notable brands
of the company include Lux, and Dove among others have a staggering demand among the
consumers. Further, bar soaps accounted for the major market share in the bath and shower
products market in India in 2017 and is expected to retain market dominance throughout the
forecast period as well, although the market share for the same is expected to decline on account
of  rapid  substitution  of  bar  soaps  by  shower  gels.  Consumers  are  anticipated  to  move  to
alternative products such as shower gels and shower creams. Furthermore, rapid consumption of
bath and shower products and demand for international products is supporting growth of the bath
and shower products market in China Procter & Gamble Co. accounted for the major market
share in the field of bath and shower products in the country, accounting for a market share of
close to 23% in 2017. In 2016, the company entered into a strategic partnership with Tmall.com,
which a B2C online retail website based out of China. This strategy is expected to strengthen the
market position for Procter & Gamble Co. in China.
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Demand for bath and shower products in Europe is also expected to remain steady yet optimistic
throughout  the  forecast  period.  Western  European  countries  are  expected  to  exhibit  higher
demand for bath and shower products in the near future. The rising demand for bath and shower
products  in  the United Kingdom is  characterized by the rising inclination  of  the consumers
towards bath and shower products made from natural ingredients. Packaging also players an
important role in the demand for bath and shower products in U.K., since the consumers are
concerned about the appearance and aesthetics of the product in the bathroom.
The global bath and shower products market is characterized by presence of large number of
players. Major players in the market are focusing on mergers and acquisitions, joint ventures and
partnerships,  product portfolio expansion, and brand portfolio expansion to ensure long term
sustenance. Some of the major players operating in the bath and shower products market include
Unilever Plc, Beiersdorf A.G., Shiseido Company Ltd., Estee Lauder Companies Inc., ITC Ltd.,
Natura International B.V., Procter & Gamble Co., Henkel A.G. & KGaA, L’Occitane en Provence
S.A., and others.
Market Taxonomy:
On the basis of product type, the global bath and shower products is classified into:
•Bath Soaps
•Shower Gels
•Shower Creams
•Hair Shampoo
•Hair Conditioners
•Others
On the basis of distribution channel, the global bath and shower products is classified into:
•Supermarkets
•Hypermarkets
•Convenience Stores
•Departmental Stores
•Online Channel
•Specialty Stores
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