Market Overview

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 Dynamics

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.

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


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.

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