BATH AND SHOWER PRODUCTS MARKET ANALYSIS

Market Introduction

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.

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.

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

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. 

Key Developments:

• In September 2019, the U.K. – based cosmetics company Lush has launched its collection of Halloween products. It includes shower slime, pumpkin-shaped bath bombs, and glow-in-the-dark soap among others.
• In June 2019, the U.S. – based tech giant, Microsoft partnered with Unilever (parent company of Axe) to launch Xbox-themed deodorant, body wash, and shower gel. These products are launched under a brand name Lynx (brand for Axe international line).
• In November 2017, Gainsborough Specialist Bathing, the U.K. – based company has launched a range of antimicrobial baths under a brand name - BioCote®.