Asia-Pacific Bath & Shower Products Market Size (2024 - 2029)

The Asia-Pacific bath and shower products market is experiencing growth driven by a shift in consumer preferences towards liquid soaps and body gels, which are favored for their convenience and perceived hygiene benefits. The market size is influenced by the demand for products that offer additional beauty and therapeutic benefits, such as moisturizing and aromatherapy. Premiumization is a notable trend, with consumers willing to invest in high-quality products that provide a luxurious experience. Despite the competitive landscape and frequent product innovations, traditional soap bars remain dominant in some regions due to factors like affordability and familiarity.

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Market Size of Asia-Pacific Bath & Shower Products Industry

Asia-Pacific Bath & Shower Products Market Summary
Study Period 2019 - 2029
Base Year For Estimation 2023
Forecast Data Period 2024 - 2029
Historical Data Period 2019 - 2022
CAGR 4.13 %
Market Concentration Low

Major Players

Asia-Pacific Bath & Shower Products Market Major Players

*Disclaimer: Major Players sorted in no particular order

APAC Bath and Shower Products Market Analysis

  • The Asia-Pacific bath and shower products market is projected to register a CAGR of 4.13% over the forecast period.
  • The bath and shower category has experienced a shift in consumer preferences, with liquid soap and body gels becoming more popular compared to traditional bar soap. This can be attributed to various factors such as convenience, ease of use, and perceived hygiene benefits. The inclusion of beauty and therapeutic benefits in bath and shower products has also contributed to the sales boom in liquid soap products. Consumers are increasingly looking for products that not only clean but also provide additional benefits such as moisturizing, exfoliating, and aromatherapy.
  • In addition, premiumization has been a significant trend in the bath and shower category. Consumers are willing to pay more for high-quality products with superior performance, unique ingredients, and a luxurious experience. This has led to the introduction of more premium bath and shower products that cater to the needs and preferences of discerning consumers. 
  • The trend towards aromatherapy has contributed to the increasing popularity of fragranced bath and shower products. Aromatherapy involves using essential oils and other natural plant extracts to promote physical and emotional well-being. This trend has been incorporated into many personal care products, including bath and shower products. Consumers are increasingly seeking out fragranced bath and shower products that not only clean and refresh the body but also offer therapeutic benefits such as relaxation, stress relief, and mood enhancement.
  • The bath and shower market is highly competitive, and manufacturers constantly introduce new and enhanced products with various claims to attract more consumers. Claims such as antiseptic, therapeutic, germ, and virus-killing appeal to consumers who prioritize hygiene and health. The frequent launches of enhanced products such as seed oil or vitamin-infused shower gels also contribute to market growth, offering additional benefits beyond basic cleansing.
  • However, in countries like India, Bangladesh, and Pakistan, soap bar is still dominant, particularly in rural areas where consumers prefer traditional soap over more innovative and advanced bath and shower products such as shower creams and gels. This can be attributed to factors such as affordability, familiarity, and availability.

APAC Bath and Shower Products Industry Segmentation

Bath and shower products refer to personal care products that help clean, exfoliate, and moisten the body. 

The Asia-Pacific bath and shower products market is segmented by type, distribution channel, and geography. Based on the type, the market is segmented into shower cream/gel, bar soap, shower oil, and other types. Based on the distribution channel, the market is segmented into supermarkets/hypermarkets, convenience stores, online stores, specialty retail stores, and other distribution channels. Based on geography, the market is segmented into China, India, Japan, Australia, and the Rest of Asia Pacific. 

The report offers the market size and forecasts in value (USD million) for the above segments.

Type
Shower Gel/Body wash
Bar Soap
Shower Oil
Other Types
Distribution Channel
Supermarkets/Hypermarkets
Convenience Stores
Online Retail Stores
Speciality Retail Stores
Other Distribution Channels
Geography
China
Japan
Australia
India
South Korea
Rest of Asia-Pacific
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Asia-Pacific Bath & Shower Products Market Size Summary

The Asia-Pacific bath and shower products market is experiencing a notable transformation, driven by evolving consumer preferences and trends. The shift from traditional bar soap to liquid soap and body gels is largely due to the convenience, ease of use, and perceived hygiene benefits these products offer. The market is witnessing a surge in demand for products that provide additional benefits such as moisturizing, exfoliating, and aromatherapy, which are increasingly appealing to consumers. The trend of premiumization is also prominent, with consumers willing to invest in high-quality products that offer superior performance and a luxurious experience. This has led to the introduction of more premium offerings in the market, catering to discerning consumers who seek both efficacy and indulgence in their bath and shower experiences.

In addition to premiumization, there is a growing demand for natural and organic bath and shower products in the Asia-Pacific region, fueled by increased consumer awareness and a preference for eco-friendly and sustainable options. Urban and younger populations are particularly drawn to products with natural ingredients, which are perceived to offer therapeutic benefits and promote skin health. The market is becoming increasingly competitive, with major players like Unilever, Reckitt Benckiser, and Kao Corporation leveraging these trends to introduce innovative products. Advertising plays a crucial role in attracting consumers, with companies promoting the unique benefits and efficacy of their products through various channels. The rise of online shopping, especially in countries with high internet penetration, is also shaping the market dynamics, providing companies with new avenues to reach consumers.

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Asia-Pacific Bath & Shower Products Market Size - Table of Contents

  1. 1. MARKET DYNAMICS

    1. 1.1 Market Drivers

    2. 1.2 Market Restraints

    3. 1.3 Porter's Five Forces Analysis

      1. 1.3.1 Threat of New Entrants

      2. 1.3.2 Bargaining Power of Buyers/Consumers

      3. 1.3.3 Bargaining Power of Suppliers

      4. 1.3.4 Threat of Substitute Products

      5. 1.3.5 Intensity of Competitive Rivalry

  2. 2. MARKET SEGMENTATION

    1. 2.1 Type

      1. 2.1.1 Shower Gel/Body wash

      2. 2.1.2 Bar Soap

      3. 2.1.3 Shower Oil

      4. 2.1.4 Other Types

    2. 2.2 Distribution Channel

      1. 2.2.1 Supermarkets/Hypermarkets

      2. 2.2.2 Convenience Stores

      3. 2.2.3 Online Retail Stores

      4. 2.2.4 Speciality Retail Stores

      5. 2.2.5 Other Distribution Channels

    3. 2.3 Geography

      1. 2.3.1 China

      2. 2.3.2 Japan

      3. 2.3.3 Australia

      4. 2.3.4 India

      5. 2.3.5 South Korea

      6. 2.3.6 Rest of Asia-Pacific

Asia-Pacific Bath & Shower Products Market Size FAQs

The Asia-Pacific Bath & Shower Products Market is projected to register a CAGR of 4.13% during the forecast period (2024-2029)

Unilever PLC, Reckitt Benckiser Group PLC, Kao Corporation, LG H&H Co., Ltd. and Beiersdorf AG are the major companies operating in the Asia-Pacific Bath & Shower Products Market.

APAC Bath and Shower Product Market Report Snapshots

Asia-Pacific Bath and Shower Products Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)