Report Overview

Growing health and hygiene awareness, a rising demand for natural and organic products, and product innovations and premiumization are expected to drive United States Bath and Shower Products Market during the forecast period between 2025 and 2031.

United States Bath and Shower Products Market – Industry Trends & Forecast Report, 2031

United States Bath and Shower Products Market size was estimated at USD 9.35 billion in 2024. During the forecast period between 2025 and 2031, United States Bath and Shower Products Market size is projected to grow at a CAGR of 3.94% reaching a value of USD 12.2 billion by 2031. Prominent drivers of United States Bath and Shower Products Market include an increasing consumer focus on hygiene, self-care, and wellness. This shift has encouraged the adoption of multifunctional personal care products that not only cleanse but also offer skin-enhancing benefits. The market is also experiencing a rise in premium, clean-label offerings that emphasize natural, organic, and vegan formulations. Growing awareness of the adverse effects of ingredients like parabens and phthalates is pushing consumers toward chemical-free alternatives. Furthermore, the demand for gender-specific products—particularly men’s grooming lines—is expanding, with brands like Manscaped and Phlur introducing targeted innovations such as vitamin-rich, skin-nourishing body washes. Personalization, sustainability, and convenience remain central to consumer expectations, and manufacturers are responding with thoughtfully formulated products tailored to specific skin types and use occasions. These evolving preferences, coupled with strong e-commerce presence and product diversification, are expected to shape the market’s trajectory in the coming years.

Bath and Shower Products – Overview

Bath and shower products refer to a range of personal care items designed for cleansing, hydrating, and refreshing the body during bathing routines. These include bar soaps, body washes, shower gels, bath oils, salts, scrubs, and foams. Often enriched with skin-friendly ingredients, these products may offer additional benefits such as exfoliation, moisturization, or aromatherapy. Increasingly, consumers seek formulations that are organic, chemical-free, and suitable for specific skin types. Available in various textures and scents, bath and shower products cater to diverse preferences and are commonly used in daily hygiene routines for both relaxation and personal well-being.

United States Bath and Shower Products Market

Growth Drivers

Growing Awareness Health and Personal Hygiene

Consumers’ growing awareness about hygiene and wellness is a major driver of United States Bath and Shower Products Market. In the aftermath of the global pandemic, there has been a notable increase in demand for hygiene-focused products, such as body washes, soaps, and shower gels. The World Health Organization (WHO) emphasizes regular handwashing and bathing as essential for disease prevention, further reinforcing the importance of these products. Rising disposable incomes, particularly in developing regions, have also made premium personal care items more accessible. Consumers are now prioritizing self-care, opting for bath products that offer added benefits like moisturization, anti-aging, or relaxation, mimicking spa-like experiences at home.

Challenges

Price Sensitivity

Price sensitivity remains a significant restraint on the growth of United States Bath And Shower Products Market. While consumers increasingly seek high-quality and premium offerings, a large segment remains price-conscious, especially during periods of economic uncertainty. This sensitivity often drives consumers toward low-cost or private-label alternatives, limiting the market share of premium and branded products. Additionally, frequent promotions and discounts in retail channels further intensify price competition, making it challenging for brands to maintain profit margins. As a result, balancing affordability with product innovation becomes essential for sustaining growth and consumer loyalty in this highly competitive market.

Impact of Escalating Geopolitical Tensions on United States Bath and Shower Products Market

Escalating geopolitical tensions could significantly impact the growth of United States's Bath and Shower Products Market. Disruptions in global supply chains, particularly for raw materials and packaging components sourced internationally, may lead to production delays and increased manufacturing costs. Rising oil prices and transportation challenges can further inflate logistics expenses, affecting product pricing and profit margins. Additionally, economic instability driven by geopolitical uncertainty can reduce consumer spending on non-essential and premium personal care items. These factors combined may hinder market growth, forcing manufacturers to reassess sourcing strategies, optimize costs, and adapt product offerings to maintain competitiveness in a volatile global landscape.

United States Bath and Shower Products Market

Segmental Coverage

United States Bath and Shower Products Market – By Product Type

Based on product type, United States Bath and Shower Products Market is divided into Body Wash & Shower Gel, Bar Soap, Bath Additives, Liquid Soap, and other product types segments. The body wash & shower gel segment holds the largest share of United States Bath and Shower Products Market by product type, driven by consumers' growing preference for skin-specific and multifunctional products. These formulations offer added benefits such as moisturization, exfoliation, and gentle cleansing, making them highly appealing to health- and hygiene-conscious individuals. Convenient, travel-friendly packaging and multi-use functionality, such as products that double as shampoos or bubble baths, further enhance their appeal. Additionally, the rising demand for clean beauty is encouraging brands to develop body washes with natural, hypoallergenic, and fragrance-free ingredients. Continuous innovation in formulations, scents, and eco-friendly packaging also supports this segment’s market leadership.

United States Bath and Shower Products Market – By Form

United States Bath and Shower Products Market by form is divided into Solid, Liquid, Powder, and other forms segments. The solid segment holds the highest share in United States Bath and Shower Products Market by form. Bar soaps are favored for their water-free composition and long-lasting usage, making them a cost-effective option for consumers. Additionally, their formulations typically exclude preservatives, synthetic fragrances, and petrochemicals often found in shower gels. This cleaner and more natural profile has contributed to the rising consumer preference for solid soaps, further driving growth within the segment.

United States Bath and Shower Products Market – By Distribution Channel

On the basis of distribution channel, United States Bath and Shower Products Market is divided into Supermarkets/Hypermarkets, Convenience Stores, Pharmacies & Drugstores, Online Retailers, Specialty Stores, and other distribution channels, including salons and spas, segments.

Competitive Landscape

Major players operating in United States Bath and Shower Products Market include Native, Estée Lauder Companies Inc., Beiersdorf AG, Dr. Bronner's Magic Soaps, Henkel AG & Co. KGaA, The Honest Company, Unilever, Method, Colgate-Palmolive, Plum Island Soap Co., Johnson & Johnson, Mrs. Meyer's Clean Day, Procter & Gamble, L'Oréal, and Bath & Body Works. To further enhance their market share, these companies employ various strategies, including mergers and acquisitions, partnerships, joint ventures, license agreements, and new product launches.

Recent Developments

• In February 2025 - Disney partnered with Bath & Body Works to create a special collection inspired by six Disney princesses. The collection includes fragrances, body washes, and lotions, with each product reflecting the unique attributes of the princesses. The fragrances, such as Tiana's water lily and Moana's coconut water, aim to embody each princess's character and environment. The collection launches in February, with early access for Bath & Body Works rewards members.

Scope of the Report

By Product Type

• Body Wash & Shower Gel

• Bar Soap

• Bath Additives

• Liquid Soap

• Others

By Form

• Solid

• Liquid

• Gel

• Foam

By Distribution Channel

• Supermarkets & Hypermarkets

• Convenience Stores

• Pharmacies & Drugstores

• Online Retailers

• Specialty Stores

• Others