Bath and Shower Products Market

Bath and Shower Products Market, By
Product Type, Distribution Channel Trends, 2018–2026
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 Trend Analysis
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.
Furthermore, demand for soap is also expected to increase over the forecast period.
According to the same source, in the soap category Dove accounted for a market share
of over 20% in 2016, followed by Dial, which accounted for a share of 16%, and Olay,
which held a share of less than 5% in the same year. Demand for soaps is still very high
among consumers in the emerging economies, although its market share is expected to
witness a decline in the near future on account of rising availability of substitute
products such as shower gels and shower creams, among others.
Do-it-yourself (DIY) products are increasingly gaining popularity among consumers,
since these are easy to prepare and cost effective. Organic bath and shower products
are relatively expensive, due to which, consumers are inclined towards making these
products using natural ingredients at home rather than buying the same. This is a major
factor restraining growth of the bath and shower products market.
Asia Pacific is estimated to be the largest market for bath and shower products in 2017
and is expected to retain its position throughout the forecast period. High population
,improvement in the standard of living of the consumers, especially in the emerging
economies and rising penchant towards upmarket brands are some of the key factors
for growth of the bath and shower products market in the region. According to Coherent
Market Insights, shower gels with multiple benefits such as skincare properties and
fragrances are gaining significant popularity among the consumers in India. Unilever Plc
retained the major market share in the field of bath and shower products market in India
in 2016 with a market share of more than 40% in the same year. Notable brands of the
company include Lux, and Dove among others have a staggering demand among the
consumers. Further, bar soaps accounted for the major market share in the bath and
shower products market in India in 2017 and is expected to retain market dominance
throughout the forecast period as well, although the market share for the same is
expected to decline on account of rapid substitution of bar soaps by shower gels.
Consumers are anticipated to move to alternative products such as shower gels and
shower creams. Furthermore, rapid consumption of bath and shower products and
demand for international products is supporting growth of the bath and shower products
market in China Procter & Gamble Co. accounted for the major market share in the field
of bath and shower products in the country, accounting for a market share of close to
23% in 2017. In 2016, the company entered into a strategic partnership with Tmall.com,
which a B2C online retail website based out of China. This strategy is expected to
strengthen the market position for Procter & Gamble Co. in China. However, other
international brands of bath and shower products such as L’Occitane are also gaining
popularity among the consumers as well, owing to their shift in preference towards
upmarket products, which in turn is fuelling the market growth of bath and shower
products. In addition to this, rising living standards and improvement in personal
hygiene are some of the other factors positively affecting the growth of bath and shower
products market in China.
Demand for bath and shower products in Europe is also expected to remain steady yet
optimistic throughout the forecast period. Western European countries are expected to
exhibit higher demand for bath and shower products in the near future. The rising
demand for bath and shower products in the United Kingdom is characterized by the
rising inclination of the consumers towards bath and shower products made from
natural ingredients. Packaging also players an important role in the demand for bath
and shower products in U.K., since the consumers are concerned about the appearance
and aesthetics of the product in the bathroom. According to Coherent Market Insights,
Unilever Plc accounted for the major market share of more than 20% in 2017 in the bath
and shower products market in U.K. Radox is the leading brand of bath and shower
products, followed by Dove and Lynx. In addition to this, the rising demand for natural
ingredients in bath and shower products among the consumers in Germany is also
expected fuel market growth. Fa, a leading brand of bath and shower products by
Henkel A.G. & Company KGaA accounted for a share of 10% in 2017, which signifies
its favorable reputation among the German Consumers.
Key Market Players
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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Bath and Shower Products Market, report categorizes global market by Product Type, Distribution Channel, End User and Geography. It provides information about - Global Industry Insights, Trends, 2018-2025

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