The North America bath and shower products market is projected to grow at a CAGR of 4.5% during the forecast period, 2020 - 2025.
- The market is primarily driven by increasing awareness about health and hygiene among the people in the country. In addition, frequent launches of enhanced products such as seed oil or vitamins infused shower gels, have further contributed to the growth of the market. Growing demand for organic and natural bath products which is mainly driven by health-conscious consumers is driving the market. Plant-based natural ingredients remain the popular ingredients among the consumers.
- However, the growing awareness towards the use of chemical ingredients in such bath and shower gels, like sodium lauryl sulfate, dioxane, parabens, etc., that is considered as a harmful substance for the skin, is expected to hinder the growth of bath and shower products market.
Key Market Trends
Increasing Demand For Baby Bath & Shower Products
The baby bath and shower products sector recorded a significant growth of the North American market owing to the increasing awareness regarding health and hygiene, new brands supporting health for babies, and rising disposable income of people. Furthermore, innovation and frequent launches of enhanced products have triggered the growth of the baby shower and bath product market.
For instance, Johnson & Johnson offers a ‘Vita-Rich Revitalising Body Wash’, that is made of grapes and seed oil extracts, and helps to revitalize the skin. Also, the growing affinity of the consumers towards organic and natural bath and shower products with specific ingredients has helped to boost sales of these products. Therefore, key players are now launching organic baby products including shower gel, and bar soaps, thus boosting the overall growth in the demand for bath and shower products market.
United States to Drive the Regional Market
The United States accounts for the largest market share in the North America region, as key brands present in the country are investing in product and packaging innovations that suit new consumer tastes and also have a smaller environmental impact. In addition, the rising demand and penetration of male-oriented brands entering the bath and shower market with new products as men in the US are expanding their beauty routines.
For instance, Brands such as Cremo and Harry’s have launched bath products, including body washes and bar soap, directly targeted towards men. Also, consumers in the country demand for natural and organic products, having scent and moisturizing properties to match the current fast-paced, active and healthy lifestyles, and the current trend.
The North America bath and shower products market is competitive and fragmented in nature owing to the presence of many regional and domestic players. Emphasis is given on the merger, expansion, acquisition, and partnership of the companies along with new product development as strategic approaches adopted by the leading companies to boost their brand presence among consumers.
For instance, in July 2018, Schmidt's Naturals, one of the leading naturals personal care products brands in North America, launched its natural body wash available in two scents, Jasmine Tea and Cedarwood and Juniper. The product is innovative, plant-based, cruelty-free, vegan products. The company features sea-based antioxidants and amino including nori, red algae, and spirulina in its range of products. Key players dominating the market include Unilever, Beiersdorf Group, Henkel Corporation, Estée Lauder Inc., Procter & Gamble, and L’Oréal Limited, among others.
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