Bath & Shower Products Market Size and Outlook 2031

Report Description

Forecast Period	2027-2031
Market Size (2025)	USD 55.09 Billion
CAGR (2026-2031)	4.82%
Fastest Growing Segment	Body Wash
Largest Market	Asia Pacific
Market Size (2031)	USD 73.07 Billion

Market Overview

The Global Bath & Shower Products Market will grow from USD 55.09 Billion in 2025 to USD 73.07 Billion by 2031 at a 4.82% CAGR. Bath and shower products are personal care formulations designed for body cleansing and hygiene, including body washes, shower gels, bar soaps, bath salts, and oils. The market is primarily supported by rising global hygiene standards and ongoing urbanization, which expands consumer access to reliable water infrastructure. Furthermore, increasing disposable incomes in developing regions are driving a transition from basic economy soaps to value-added liquid formats. According to Cosmetics Europe, in 2024, the toiletries category achieved retail sales of €24.7 billion across the European market, highlighting the sector's substantial economic scale.

Despite this growth, a significant challenge impeding market expansion is the intensifying regulatory pressure regarding ingredient safety and environmental impact. Manufacturers face complex compliance costs associated with strict legislative frameworks, such as the European Green Deal, which mandate rigorous standards for chemical formulations and packaging waste. These regulatory requirements force companies to divert capital toward reformulation and supply chain adjustments, potentially slowing broader market development.

Key Market Drivers

Surging demand for natural, organic, and plant-based ingredients is reshaping the global bath and shower products market as consumers increasingly prioritize formulations free from synthetic chemicals. This trend is driven by heightened health awareness and a preference for clean beauty products that offer transparency regarding ingredient sourcing. Manufacturers are responding by reformulating conventional body washes and soaps with botanical extracts and biodegradable components to meet these evolving standards. This shift is translating into tangible market gains, particularly in developed regions where label scrutiny is high. According to the Soil Association, February 2025, in the 'Organic Market Report 2025', sales of certified organic beauty and wellbeing products in the United Kingdom grew by 11% in 2024, reflecting the robust consumer appetite for verified natural formulations.

The adoption of sustainable and eco-friendly packaging solutions has emerged as a critical market determinant, compelled by stringent environmental regulations and conscious consumerism. Companies are reducing reliance on virgin plastics by integrating post-consumer recycled materials and designing lightweight containers to minimize waste footprints. These initiatives are essential for brands aiming to align with circular economy principles and avoid regulatory penalties. For instance, according to Henkel, March 2025, in the 'Annual Report 2024', the company increased the proportion of recycled plastic in its consumer goods packaging to 25% globally. Such strategic pivots highlight the broader industry focus on sustainability which supports overall performance. Illustrating this sector-wide momentum, according to Beiersdorf, March 2025, in the 'Annual Report 2024', the NIVEA business unit achieved organic sales growth of 9.0% globally, underscoring the commercial viability of evolving product portfolios.

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Key Market Challenges

The intensifying regulatory pressure regarding ingredient safety and environmental impact stands as a significant impediment to the growth of the Global Bath & Shower Products Market. As governments worldwide enforce rigorous legislative frameworks, such as the European Green Deal, manufacturers are compelled to divert substantial capital and technical resources toward compliance rather than market expansion. This necessity to reformulate products to remove restricted ingredients and overhaul packaging for sustainability creates a heavy financial burden. Consequently, the high opportunity cost of meeting these compliance standards limits the funds available for research, development, and marketing, thereby stalling innovation and slowing the frequency of new product launches essential for consumer engagement.

Furthermore, this complex regulatory environment creates non-tariff barriers that disrupt international supply chains and complicate cross-border trade. The divergence in standards between regions forces companies to manage multiple, costly inventory variations, which hampers their ability to scale operations globally. This friction is particularly damaging given the industry's reliance on international markets to sustain volume growth. According to Cosmetics Europe, in 2024, the total export value of European cosmetic and personal care products reached €29.4 billion. The vulnerability of such substantial trade volumes to shifting regulatory requirements underscores how legislative tightening directly constrains the sector's economic momentum and restricts broader market development.

Key Market Trends

The "Skinification" of body care formulations is altering product development as consumers increasingly demand the same clinical efficacy for their bodies as their faces. This trend drives the inclusion of high-performance active ingredients—such as hyaluronic acid and niacinamide—into body washes and shower gels, positioning them as therapeutic treatments rather than simple cleansers. Manufacturers are responding by premiumizing their portfolios with serum-infused innovations that promise deep hydration and barrier repair, effectively bridging the gap between hygiene and dermatology. According to Unilever, February 2025, in the 'Q4 and Full Year 2024 full announcement', the Beauty & Wellbeing division achieved underlying sales growth of 6.5%, a performance significantly bolstered by the expansion of premium body washes infused with skincare serums.

Simultaneously, the increasing popularity of complex and gourmand fragrance profiles is transforming the daily shower into an immersive sensory experience. Brands are moving beyond generic botanical scents to offer sophisticated olfactory compositions that mimic fine fragrances or indulgent edible notes, catering to the consumer desire for affordable luxury and emotional well-being. This heightened focus on superior scent architecture allows companies to differentiate products in a crowded landscape while driving higher usage rates through enhanced user satisfaction. According to Givaudan, January 2025, in the '2024 Full Year Results', sales in the Consumer Products business unit increased by 13.5% on a like-for-like basis, reflecting the robust global demand for elevated fragrance experiences in personal care applications.

Segmental Insights

The Body Wash segment is identified as the fastest-growing category in the Global Bath & Shower Products Market, primarily due to a widespread transition from traditional bar soaps to liquid cleansing formats. This momentum is sustained by increasing consumer demand for hygienic, non-shared dispensing methods and the convenience of travel-friendly packaging. Furthermore, liquid formulations allow for the effective delivery of moisturizing agents and vitamins, offering functional skin benefits that are often difficult to stabilize in solid forms. These factors, combined with a rising preference for therapeutic bathing experiences, underpin the segment's rapid expansion.

Regional Insights

Asia Pacific commands a leading position in the global bath and shower products market, supported by rapid urbanization and rising disposable incomes in key economies such as China and India. The region is witnessing a significant shift in consumer preferences toward functional and natural personal care formulations. Additionally, regulatory frameworks established by institutions like the Central Drugs Standard Control Organization in India ensure product safety and transparency, thereby strengthening consumer trust. This combination of demographic growth and evolving hygiene standards continues to drive substantial demand across the regional sector.

Recent Developments

In November 2024, Unilever launched the Dove Serum Shower Collection to address the growing consumer demand for body washes that offer active skincare benefits. The new range incorporated high-efficacy ingredients typically found in facial products, such as hyaluronic acid, salicylic acid, and vitamin C, to target specific skin concerns like dryness, dullness, and acne. This collection utilized the company's patented MicroMoisture technology, which was designed to deposit nourishing droplets that remain on the skin even after rinsing. Developed in collaboration with dermatologists, the line included body washes and scrubs aimed at providing a facial-grade care experience for the entire body.
In October 2024, Beiersdorf’s subsidiary in India introduced the Nivea Creme Body Wash, expanding the availability of this globally recognized product to the Indian market. The launch aimed to provide a therapeutic shower experience by combining gentle cleansing agents with skin-nourishing ingredients like vitamins C and E, almond oil, and glycerin. The product line featured three specific variants—Passionfruit & Monoi Oil, Natural Aloe, and Soft & Almond Oil—designed to balance the skin's microbiome and ensure long-lasting hydration. This move reinforced the brand's commitment to strengthening its presence in the premium segment of the regional bath and shower market.
In June 2024, Lush Cosmetics released a limited-edition collection of "Community Shower Gels" exclusively through its digital channels. This product launch was the result of a collaboration with the brand's customer base, featuring shower gel versions of popular fragrances that were previously available only in other formats like hair care or body sprays. The lineup included fan-favorite scents such as "Super Milk" and "Let The Good Times Roll," formulated with ingredients like oat milk and fresh fruit juices. This release highlighted the company's strategy of leveraging direct engagement with its community to drive product innovation in the bath and shower category.
In January 2024, Bath & Body Works announced a comprehensive reformulation of its entire body care portfolio to align with evolving consumer preferences for cleaner ingredients. The retailer eliminated sulfates and parabens from its shower gels and moisturizing body washes, enriching the new formulas with nourishing agents such as shea butter, coconut oil, aloe, and pro-vitamin B5. This initiative spanned the company's extensive range of dermatologist-tested products, including its best-selling fragrances and men's collections. The strategic overhaul was intended to deliver high-performance products that support customers' wellness-oriented self-care routines without compromising the sensory experience.

Key Market Players

Unilever
Procter & Gamble
Johnson & Johnson Services, Inc.
L'Oréal S.A.
Beiersdorf AG
Henkel AG & Co. KGaA
Colgate-Palmolive Company
Reckitt Benckiser Group plc
Kao Corporation
Estée Lauder Companies Inc.

By Type	By Form	By End User	By Distribution Channel	By Region
Bath Soaps Body Wash Shower/Cream Gels Others (Bath oils, Bath Additives, etc.)	Solid Liquid Gels Others (Jellies, etc.)	Men Women	Supermarkets/Hypermarkets Convenience Stores Specialty Stores Online and Others (Cosmetic Stores, Pharmacies, etc.)	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Bath & Shower Products Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Bath & Shower Products Market, By Type:

Bath Soaps
Body Wash
Shower/Cream Gels
Others (Bath oils, Bath Additives, etc.)

Bath & Shower Products Market, By Form:

Solid
Liquid
Gels
Others (Jellies, etc.)

Bath & Shower Products Market, By End User:

Men
Women

Bath & Shower Products Market, By Distribution Channel:

Supermarkets/Hypermarkets
Convenience Stores
Specialty Stores
Online and Others (Cosmetic Stores, Pharmacies, etc.)

Bath & Shower Products Market, By Region:

North America

United States
Canada
Mexico

Europe

France
United Kingdom
Italy
Germany
Spain

Asia Pacific

China
India
Japan
Australia
South Korea

South America

Brazil
Argentina
Colombia

Middle East & Africa

South Africa
Saudi Arabia
UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Bath & Shower Products Market.

Available Customizations:

Global Bath & Shower Products Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

Detailed analysis and profiling of additional market players (up to five).

Global Bath & Shower Products Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]

Table of content

1. Product Overview

1.1. Market Definition

1.2. Scope of the Market

1.2.1. Markets Covered

1.2.2. Years Considered for Study

1.2.3. Key Market Segmentations

2. Research Methodology

2.1. Objective of the Study

2.2. Baseline Methodology

2.3. Key Industry Partners

2.4. Major Association and Secondary Sources

2.5. Forecasting Methodology

2.6. Data Triangulation & Validation

2.7. Assumptions and Limitations

3. Executive Summary

3.1. Overview of the Market

3.2. Overview of Key Market Segmentations

3.3. Overview of Key Market Players

3.4. Overview of Key Regions/Countries

3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Bath & Shower Products Market Outlook

5.1. Market Size & Forecast

5.1.1. By Value

5.2. Market Share & Forecast

5.2.1. By Type (Bath Soaps, Body Wash, Shower/Cream Gels, Others (Bath oils, Bath Additives, etc.))

5.2.2. By Form (Solid, Liquid, Gels, Others (Jellies, etc.))

5.2.3. By End User (Men, Women)

5.2.4. By Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Specialty Stores, Online and Others (Cosmetic Stores, Pharmacies, etc.))

5.2.5. By Region

5.2.6. By Company (2025)

5.3. Market Map

6. North America Bath & Shower Products Market Outlook

6.1. Market Size & Forecast

6.1.1. By Value

6.2. Market Share & Forecast

6.2.1. By Type

6.2.2. By Form

6.2.3. By End User

6.2.4. By Distribution Channel

6.2.5. By Country

6.3. North America: Country Analysis

6.3.1. United States Bath & Shower Products Market Outlook

6.3.1.1. Market Size & Forecast

6.3.1.1.1. By Value

6.3.1.2. Market Share & Forecast

6.3.1.2.1. By Type

6.3.1.2.2. By Form

6.3.1.2.3. By End User

6.3.1.2.4. By Distribution Channel

6.3.2. Canada Bath & Shower Products Market Outlook

6.3.2.1. Market Size & Forecast

6.3.2.1.1. By Value

6.3.2.2. Market Share & Forecast

6.3.2.2.1. By Type

6.3.2.2.2. By Form

6.3.2.2.3. By End User

6.3.2.2.4. By Distribution Channel

6.3.3. Mexico Bath & Shower Products Market Outlook

6.3.3.1. Market Size & Forecast

6.3.3.1.1. By Value

6.3.3.2. Market Share & Forecast

6.3.3.2.1. By Type

6.3.3.2.2. By Form

6.3.3.2.3. By End User

6.3.3.2.4. By Distribution Channel

7. Europe Bath & Shower Products Market Outlook

7.1. Market Size & Forecast

7.1.1. By Value

7.2. Market Share & Forecast

7.2.1. By Type

7.2.2. By Form

7.2.3. By End User

7.2.4. By Distribution Channel

7.2.5. By Country

7.3. Europe: Country Analysis

7.3.1. Germany Bath & Shower Products Market Outlook

7.3.1.1. Market Size & Forecast

7.3.1.1.1. By Value

7.3.1.2. Market Share & Forecast

7.3.1.2.1. By Type

7.3.1.2.2. By Form

7.3.1.2.3. By End User

7.3.1.2.4. By Distribution Channel

7.3.2. France Bath & Shower Products Market Outlook

7.3.2.1. Market Size & Forecast

7.3.2.1.1. By Value

7.3.2.2. Market Share & Forecast

7.3.2.2.1. By Type

7.3.2.2.2. By Form

7.3.2.2.3. By End User

7.3.2.2.4. By Distribution Channel

7.3.3. United Kingdom Bath & Shower Products Market Outlook

7.3.3.1. Market Size & Forecast

7.3.3.1.1. By Value

7.3.3.2. Market Share & Forecast

7.3.3.2.1. By Type

7.3.3.2.2. By Form

7.3.3.2.3. By End User

7.3.3.2.4. By Distribution Channel

7.3.4. Italy Bath & Shower Products Market Outlook

7.3.4.1. Market Size & Forecast

7.3.4.1.1. By Value

7.3.4.2. Market Share & Forecast

7.3.4.2.1. By Type

7.3.4.2.2. By Form

7.3.4.2.3. By End User

7.3.4.2.4. By Distribution Channel

7.3.5. Spain Bath & Shower Products Market Outlook

7.3.5.1. Market Size & Forecast

7.3.5.1.1. By Value

7.3.5.2. Market Share & Forecast

7.3.5.2.1. By Type

7.3.5.2.2. By Form

7.3.5.2.3. By End User

7.3.5.2.4. By Distribution Channel

8. Asia Pacific Bath & Shower Products Market Outlook

8.1. Market Size & Forecast

8.1.1. By Value

8.2. Market Share & Forecast

8.2.1. By Type

8.2.2. By Form

8.2.3. By End User

8.2.4. By Distribution Channel

8.2.5. By Country

8.3. Asia Pacific: Country Analysis

8.3.1. China Bath & Shower Products Market Outlook

8.3.1.1. Market Size & Forecast

8.3.1.1.1. By Value

8.3.1.2. Market Share & Forecast

8.3.1.2.1. By Type

8.3.1.2.2. By Form

8.3.1.2.3. By End User

8.3.1.2.4. By Distribution Channel

8.3.2. India Bath & Shower Products Market Outlook

8.3.2.1. Market Size & Forecast

8.3.2.1.1. By Value

8.3.2.2. Market Share & Forecast

8.3.2.2.1. By Type

8.3.2.2.2. By Form

8.3.2.2.3. By End User

8.3.2.2.4. By Distribution Channel

8.3.3. Japan Bath & Shower Products Market Outlook

8.3.3.1. Market Size & Forecast

8.3.3.1.1. By Value

8.3.3.2. Market Share & Forecast

8.3.3.2.1. By Type

8.3.3.2.2. By Form

8.3.3.2.3. By End User

8.3.3.2.4. By Distribution Channel

8.3.4. South Korea Bath & Shower Products Market Outlook

8.3.4.1. Market Size & Forecast

8.3.4.1.1. By Value

8.3.4.2. Market Share & Forecast

8.3.4.2.1. By Type

8.3.4.2.2. By Form

8.3.4.2.3. By End User

8.3.4.2.4. By Distribution Channel

8.3.5. Australia Bath & Shower Products Market Outlook

8.3.5.1. Market Size & Forecast

8.3.5.1.1. By Value

8.3.5.2. Market Share & Forecast

8.3.5.2.1. By Type

8.3.5.2.2. By Form

8.3.5.2.3. By End User

8.3.5.2.4. By Distribution Channel

9. Middle East & Africa Bath & Shower Products Market Outlook

9.1. Market Size & Forecast

9.1.1. By Value

9.2. Market Share & Forecast

9.2.1. By Type

9.2.2. By Form

9.2.3. By End User

9.2.4. By Distribution Channel

9.2.5. By Country

9.3. Middle East & Africa: Country Analysis

9.3.1. Saudi Arabia Bath & Shower Products Market Outlook

9.3.1.1. Market Size & Forecast

9.3.1.1.1. By Value

9.3.1.2. Market Share & Forecast

9.3.1.2.1. By Type

9.3.1.2.2. By Form

9.3.1.2.3. By End User

9.3.1.2.4. By Distribution Channel

9.3.2. UAE Bath & Shower Products Market Outlook

9.3.2.1. Market Size & Forecast

9.3.2.1.1. By Value

9.3.2.2. Market Share & Forecast

9.3.2.2.1. By Type

9.3.2.2.2. By Form

9.3.2.2.3. By End User

9.3.2.2.4. By Distribution Channel

9.3.3. South Africa Bath & Shower Products Market Outlook

9.3.3.1. Market Size & Forecast

9.3.3.1.1. By Value

9.3.3.2. Market Share & Forecast

9.3.3.2.1. By Type

9.3.3.2.2. By Form

9.3.3.2.3. By End User

9.3.3.2.4. By Distribution Channel

10. South America Bath & Shower Products Market Outlook

10.1. Market Size & Forecast

10.1.1. By Value

10.2. Market Share & Forecast

10.2.1. By Type

10.2.2. By Form

10.2.3. By End User

10.2.4. By Distribution Channel

10.2.5. By Country

10.3. South America: Country Analysis

10.3.1. Brazil Bath & Shower Products Market Outlook

10.3.1.1. Market Size & Forecast

10.3.1.1.1. By Value

10.3.1.2. Market Share & Forecast

10.3.1.2.1. By Type

10.3.1.2.2. By Form

10.3.1.2.3. By End User

10.3.1.2.4. By Distribution Channel

10.3.2. Colombia Bath & Shower Products Market Outlook

10.3.2.1. Market Size & Forecast

10.3.2.1.1. By Value

10.3.2.2. Market Share & Forecast

10.3.2.2.1. By Type

10.3.2.2.2. By Form

10.3.2.2.3. By End User

10.3.2.2.4. By Distribution Channel

10.3.3. Argentina Bath & Shower Products Market Outlook

10.3.3.1. Market Size & Forecast

10.3.3.1.1. By Value

10.3.3.2. Market Share & Forecast

10.3.3.2.1. By Type

10.3.3.2.2. By Form

10.3.3.2.3. By End User

10.3.3.2.4. By Distribution Channel

11. Market Dynamics

11.1. Drivers

11.2. Challenges

12. Market Trends & Developments

12.1. Merger & Acquisition (If Any)

12.2. Product Launches (If Any)

12.3. Recent Developments

13. Global Bath & Shower Products Market: SWOT Analysis

14. Porter's Five Forces Analysis

14.1. Competition in the Industry

14.2. Potential of New Entrants

14.3. Power of Suppliers

14.4. Power of Customers

14.5. Threat of Substitute Products

15. Competitive Landscape

15.1. Unilever

15.1.1. Business Overview

15.1.2. Products & Services

15.1.3. Recent Developments

15.1.4. Key Personnel

15.1.5. SWOT Analysis

15.2. Procter & Gamble

15.3. Johnson & Johnson Services, Inc.

15.4. L'Oréal S.A.

15.5. Beiersdorf AG

15.6. Henkel AG & Co. KGaA

15.7. Colgate-Palmolive Company

15.8. Reckitt Benckiser Group plc

15.9. Kao Corporation

15.10. Estée Lauder Companies Inc.

16. Strategic Recommendations

17. About Us & Disclaimer

Report Description

Table of content

Figures and Tables

Frequently asked questions

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