NA Bath & Shower Product Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Forecast Data Period | 2024 - 2029 |
| Historical Data Period | 2019 - 2022 |
| CAGR | 4.50 % |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
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NA Bath & Shower Product Market Analysis
The North American bath & shower products market is projected to register a CAGR of 4.5% over the next five years.
- The North American market for bath and shower products is primarily driven by increasing awareness about health and hygiene among consumers. Consumers are showing a growing interest in organic, natural, vegan, plant-based, and cruelty-free products, which is boosting the growth of the market. In addition, consumers are becoming more inclined towards chemical-free personal hygiene products due to growing awareness about the harmful effects of chemicals such as parabens, silicones, and phthalates on the skin. This is fueling the demand for chemical-free bath and shower products.
- Another factor contributing to the growth of the market is the rising demand for products specifically designed for men. Manufacturers are trying to cater to this demand by introducing bath and shower products specifically for men. For example, in September 2021, Manscaped, a men's below-the-waist hygiene and grooming company, launched a new line of products that included a body wash daily shower gel and an upgraded crop cleanser groin wash.
- Manufacturers are also capitalizing on the growing interest of consumers in value-based shower gels, shower oil, and other such products by introducing consumer-oriented products in the market. For example, in August 2022, Phlur, a United States-based brand, launched a body wash and body lotion. The vitamin-enriched serum body washes are infused with skincare ingredients that gently cleanse and invigorate the skin. Formulated with coconut-derived surfactants, the wash gently yet effectively cleanses the skin without stripping. Sea water, glycerin, and algae complex help reestablish a healthy hydration balance of the skin, and vitamins and antioxidants help replenish skin for a smoother overall appearance.
NA Bath & Shower Product Market Trends
Surging Demand for Organic and Clean-Label Bath & Shower Products
- The North American bath and shower products market is experiencing growth due to the increasing affinity of consumers toward organic and natural products with specific ingredients. The demand for natural, plant-based, and chemical-free baby bath and shower products among millennials and Gen Z parents is increasing due to rising health and safety concerns for their children. Frequent launches of enhanced products and innovation have also contributed to the market's growth.
- The premiumization trend in shower gels, with an emphasis on clean-label ingredients, has led to higher product pricing. However, this has had minimal impact on consumers, as they prefer products with 100% plant-derived ingredients. The increasing consumer demand for natural and innovative products is driving key players to invest in R&D activities, resulting in numerous product launches.
- For instance, Kohler Co. introduced Sprig, a new wellness brand designed to create at-home spa experiences. This brand includes innovative shower infusion systems (with shower infusion pods), premium bath bombs, and versatile body and linen mists, all featuring sought-after skincare ingredients such as hyaluronic acid, and sodium PCA, as well as self-care staples like shea butter, coconut oil, and kaolin clay.
- The rising disposable income of consumers in North American countries is allowing them to spend on premium quality health and hygiene products, further boosting the sales of the market. Additionally, consumers' growing interest in cruelty-free, natural, ayurvedic ingredients, and organic products is driving manufacturers to innovate in the bath and shower product market.
United States to Drive the Regional Market
- The United States accounts for the largest market share in the North American region, as key brands present in the country are investing in product and packaging innovations that suit new consumer tastes and have a smaller environmental impact. In addition, the rising demand and penetration of consumer-oriented brands entering the bath and shower market with new products as the demand for high-quality personal hygiene products are increasing among consumers.
- The market witnessed significant innovations in the ingredients used to meet consumer preferences, which are also supported by various product launches in new formats by major manufacturers. For instance, in June 2022, Silicon Valley-based Codex Beauty Labs launched MyMicrobiome-friendly certified bath salts, the first bath salts in the world to achieve this certification. The salt soaks complex minerals and emollient oils, offering physical and mental health benefits such as stabilizing mood or relieving stress, anxiety, and depression.
- Also, consumers in the country demand natural and organic products that have scent and moisturizing properties to match the current fast-paced, active, and healthy lifestyles, and the current trend. Furthermore, the growing adoption of premium and high-quality body wash and shower gel products among high income-groups in the United States results in number of such products being introduced in the country.
- For instance, in June 2021, SO'BiO étic, a socially responsible French beauty company, launched its organic beauty line in the United States. to supply eco-friendly and healthy beauty items. The company's products do not contain glycol, parabens, silicones, nanoparticles, PEG, or chemical filters.
NA Bath & Shower Product Industry Overview
The North American market for bath and shower products is highly competitive and fragmented, with numerous international, regional, and domestic players vying for market share. Some of the key players in this market include Johnson & Johnson, Estée Lauder Companies Inc., Henkel AG & Co. KGaA, and Unilever plc. To enhance their brand presence, major players in this market are adopting various strategies, including product innovation, expansion, partnerships, acquisitions, and others.
One trend in this market is the increasing consumer interest in natural and organic personal hygiene products, which has led manufacturers of nutraceutical products to introduce new products to meet this demand. For example, in March 2022, Vedix, a customized Ayurveda beauty brand, announced its entry into the body care segment. The brand launched new products such as body wash, oil, scrub, and lotion and expanded its operations to the United States, Canada, the United Kingdom, and Australia.
NA Bath & Shower Product Market Leaders
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Beiersdorf AG
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Johnson & Johnson
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Estée Lauder Companies Inc.
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Henkel AG & Co. KGaA
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Unilever plc
*Disclaimer: Major Players sorted in no particular order
NA Bath & Shower Product Market News
February 2023: Unilever's Brand Dove launched a new body wash with 24-hour Renewing MicoMoisture. The new product is made using proprietary nanotechnology to help boost and retain skin moisture.
July 2022: The Hey Humans brand expanded its presence in Canada by offering its personal care category at selected Shoppers Drug Mart locations and in its online store. The company aims to provide environmentally friendly options for daily routines.
October 2021: Everist Inc., a Canadian brand, launched a waterless body wash concentrate. The company aimed to introduce clean and sustainable personal care products.
NA Bath & Shower Product Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Deliverables & Study Assumptions
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
- 4.1 Market Drivers
- 4.2 Market Restraints
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4.3 Porter's Five Forces Analysis
- 4.3.1 Threat of New Entrants
- 4.3.2 Bargaining Power of Buyers/Consumers
- 4.3.3 Bargaining Power of Suppliers
- 4.3.4 Threat of Substitute Products
- 4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
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5.1 Type
- 5.1.1 Shower Gel/Body wash
- 5.1.2 Bar Soap
- 5.1.3 Shower Oil
- 5.1.4 Other Types
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5.2 Distribution Channel
- 5.2.1 Supermarkets/Hypermarkets
- 5.2.2 Convenience Stores
- 5.2.3 Online Retail Stores
- 5.2.4 Other Distribution Channels
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5.3 Geography
- 5.3.1 United States
- 5.3.2 Canada
- 5.3.3 Mexico
- 5.3.4 Rest of North America
6. COMPETITIVE LANDSCAPE
- 6.1 Most Adopted Strategies
- 6.2 Market Position Analysis
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6.3 Company Profiles
- 6.3.1 Unilever plc
- 6.3.2 Beiersdorf AG
- 6.3.3 Johnson & Johnson
- 6.3.4 Henkel AG & Co. KGaA
- 6.3.5 Estée Lauder Companies Inc.
- 6.3.6 Procter & Gamble Company
- 6.3.7 L'Oreal Limited
- 6.3.8 Hey Humans
- 6.3.9 Everist Inc.
- 6.3.10 Avon Beauty Products Pvt. Ltd
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
NA Bath & Shower Product Industry Segmentation
Bath and shower products are personal hygiene products designed to clean the body during showers.
The North American bath and shower products market is segmented based on type, distribution channel, and geography. By type, the market is segmented as shower gel/body wash, bar soap, shower oil, and other types. By distribution channel, the market is segmented into supermarkets/hypermarkets, convenience stores, online stores, & other distribution channels. By geography, the market is segmented into the United States, Canada, Mexico, and the rest of North America.
For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).
| Type | Shower Gel/Body wash |
| Bar Soap | |
| Shower Oil | |
| Other Types | |
| Distribution Channel | Supermarkets/Hypermarkets |
| Convenience Stores | |
| Online Retail Stores | |
| Other Distribution Channels | |
| Geography | United States |
| Canada | |
| Mexico | |
| Rest of North America |
NA Bath & Shower Product Market Research FAQs
What is the current North America Bath & Shower Products Market size?
The North America Bath & Shower Products Market is projected to register a CAGR of 4.5% during the forecast period (2024-2029)
Who are the key players in North America Bath & Shower Products Market?
Beiersdorf AG, Johnson & Johnson, Estée Lauder Companies Inc., Henkel AG & Co. KGaA and Unilever plc are the major companies operating in the North America Bath & Shower Products Market.
What years does this North America Bath & Shower Products Market cover?
The report covers the North America Bath & Shower Products Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the North America Bath & Shower Products Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
NA Bath & Shower Product Industry Report
Statistics for the 2024 NA Bath & Shower Product market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. NA Bath & Shower Product analysis includes a market forecast outlook 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
