Bath & Shower Products Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type, By Form, By End User, By Distribution Channel, By Region & Competition, 2021-2031F

Description

The Global Bath & Shower Products Market is projected to expand from USD 55.09 Billion in 2025 to USD 73.07 Billion by 2031, registering a CAGR of 4.82%. This sector encompasses personal care formulations such as body washes, shower gels, bar soaps, bath salts, and oils, all intended for hygiene and body cleansing. Market progression is chiefly underpinned by elevating global hygiene standards and continued urbanization, which improves consumer access to reliable water infrastructure, alongside rising disposable incomes in developing regions that encourage a shift from basic economy soaps to value-added liquid formats. Highlighting the sector's substantial economic scale, Cosmetics Europe reported that the toiletries category generated €24.7 billion in retail sales across the European market in 2024.

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

Despite this positive trajectory, the market encounters substantial obstacles due to tightening regulations concerning environmental impact and ingredient safety. Manufacturers are grappling with intricate compliance expenditures tied to strict legislative frameworks like the European Green Deal, which enforce exacting standards for chemical composition and packaging waste. These regulatory requirements necessitate the redirection of capital towards supply chain modifications and reformulation efforts, a dynamic that risks decelerating broader market advancement.

Market Driver

A growing consumer preference for organic, natural, and plant-based ingredients is reshaping the global bath and shower products market as individuals increasingly prioritize formulations devoid of synthetic chemicals. This movement is propelled by heightened health consciousness and a demand for clean beauty items that provide transparent ingredient sourcing, prompting manufacturers to modify traditional body washes and soaps with biodegradable elements and botanical extracts. This transition is yielding definitive market benefits, particularly in developed regions where label scrutiny is intense; for instance, the Soil Association's 'Organic Market Report 2025', released in February 2025, noted an 11% increase in sales of certified organic beauty and wellbeing products in the United Kingdom in 2024, reflecting strong consumer demand for verified natural formulations.

Concurrently, the adoption of eco-friendly and sustainable packaging has become a decisive market factor, driven by conscious consumerism and rigorous environmental laws. To mitigate waste footprints and align with circular economy principles, companies are reducing their reliance on virgin plastics by integrating post-consumer recycled materials and designing lightweight containers. Highlighting this strategic pivot, Henkel's 'Annual Report 2024' from March 2025 revealed that the company increased the share of recycled plastic in its consumer packaging to 25% globally. Furthermore, Beiersdorf reported in March 2025 that its NIVEA business unit achieved 9.0% organic sales growth globally, confirming the commercial viability of evolving portfolios focused on sustainability.

Market Challenge

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.

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.

Key Market Players

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

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
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:

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, 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'Oreal 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. Estee Lauder Companies Inc.