The use of bath and shower toiletries forms a crucial part of body hygiene and hair care. The wide assortment of body and hair products in the market promote various aspects of the skin and hair care and the overall body hygiene of the users. Some of the popular bath and shower toiletries that are witnessing constant improvements in formulations are bar and liquid soap, shower gel, shampoos, and hair conditioners. The global Bath & Shower Toiletries Market is projected to rise at expand at a modest pace in the next few years with relentless efforts in launching products in new skin care categories to meet the current and emerging needs of consumers. The bath and shower toiletries market is projected to expand at a CAGR of 3.7% from 2017 to 2022. The bath and shower toiletries market is anticipated to reach a worth of around US$ 48 billion by the end of 2022.
The rising adoption of people toward healthy lifestyles across the globe, especially in developing and developed economies, is a key underpinning to the expansion of the bath and shower toiletries market. The rising awareness about skin and scalp problems among worldwide populations is propelling the demand for bath and shower toiletries products.
On the basis of product type, the bath and shower toiletries market is segmented into shower products, liquid bath products, bath additives, and bar soaps. Both shower and liquid bath products are expected to be potentially attractive segments and presently their combined share is estimated to be 50% of the global revenue of the bath and shower toiletries market. Of note, the shower products segment is expected to be worth of more than US$ 15 Bn, of which 37% revenue share is expected to come from North America alone. However, the other product category in the bath and shower toiletries market, that is, liquid bath products is anticipated rise at a higher CAGR during 2017–2022.
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Meanwhile, the bath additives segment is expected to emerge as a potentially lucrative one in the global bath and shower toiletries market over the assessment period. The segment is expected to rise at a substantial pace in the next few years and at a higher CAGR than that of bar soap segment. The bar soap segment, on the other hand, is expected to garner opportunities worth of only S$6 Bn by 2022 end in the global bath and shower toiletries market. The growth will be propelled by the demand for improved categories of bath and shower toiletries in North America. One-third of the revenue for the bar soap segment is estimated to come from this regional market for bath and shower toiletries.
Based on distribution or sales channel, the bath and shower toiletries market is segmented into hypermarkets/supermarkets, retailers, online stores, and other online formats. With a revenue share of almost half of the global bath and shower toiletries market, the hypermarket/supermarkets segment is the most attractive one for the sale of bath and shower toiletries. The segment is projected to expand at a CAGR of 4.3% during 2017–2022 and touch a valuation of US$23 Bn by 2022 end.
A major chunk of the revenues of the hypermarket segment for the global bath and shower toiletries market is likely to come from North America and Europe. These regions boast of robust retail infrastructures that promotes the accessibility of bath and shower toiletries. However, producers of bath and shower toiletries are advised caution to not to rely only on hypermarkets and supermarkets, but to tap into the rising market potential of small retailers as well. This is particularly evident in emerging markets of Asia Pacific which is witnessing attractive demand for bath and shower toiletries. The retail segment in the bath and shower toiletries market was estimated to cross a valuation of US$14 billion in 2017.
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Brand visibility forms a crucial aspect in the rapid evolution of the bath and shower toiletries market and no market players can risk ignoring this. Several key producers and manufactures of consumer hygiene products in the bath and shower toiletries market are harping on packaging that enhances their brand visibility. They are also engaged in capturing new trends in consumer packaging to enhance the appeal of their products among worldwide consumers of bath and shower toiletries. Furthermore, several manufacturers and distributors of bath and shower toiletries are also consider packaging to be a pivotal element in their unique brand positioning strategies.
Among the various sales and distribution channels, hypermarkets are expected to bring substantial share of revenues in the bath and shower toiletries market, especially in regions that have advanced retail infrastructures. This is evident in parts of North America and Europe. A number of producers of consumer hygiene products have also entered into exclusive agreements with supermarket and hypermarket owners for their brands in bath and shower toiletries in these regions. However, the opportunities from small retailers are too significant to be ignored especially in emerging markets, notably in Asia Pacific.
The online stores segment is also emerging at a fast pace and presently the sales revenue account for 11% in the global bath and shower toiletries market.
Some of the prominent players operating in the bath and shower toiletries market are ITC Limited, the Hain Celestial Group, Inc., Sebapharma GmbH & Co. KG., Bentley Laboratories LLC, Avon Products, Inc., and the Himalaya Drug Company, and Johnson & Johnson, Procter & Gamble, and Unilever N.V.
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