Report Overview

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

1. Research Framework
   1. Research Objective
   2. Product Overview
   3. Market Segmentation
2. Executive Summary
3. United States Bath and Shower Products Market Insights
   1. Industry Value Chain Analysis
   2. DROC Analysis
      1. Drivers
         1. Growing Health & Hygiene Awareness
         2. Rising Demand for Natural & Organic Products
         3. Product Innovation & Premiumization
      2. Restraints
         1. Price Sensitivity
         2. Maret Saturation in Urban Areas
      3. Opportunities
         1. Customization & Personalization Trends
         2. Men’s Grooming Segment Expansion
      4. Challenges
         1. Rising Competition & Brand Loyalty
         2. Regulatory Compliance
   3. Technological Advancements/Recent Developments
   4. Regulatory Framework
   5. Porter’s Five Forces Analysis
      1. Bargaining Power of Suppliers
      2. Bargaining Power of Buyers
      3. Threat of New Entrants
      4. Threat of Substitutes
      5. Intensity of Rivalry
4. United States Bath and Shower Products Market: Marketing Strategies
5. United States Bath and Shower Products Market: Pricing Analysis
6. United States Bath and Shower Products Market Overview
   1. Market Size & Forecast, 2019–2031
      1. By Value (USD Billion)
   2. Market Share & Forecast
      1. By Product Type
         1. Body Wash & Shower Gel
         2. Bar Soap
         3. Bath Additives
         4. Liquid Soap
         5. Others
      2. By Form
         1. Solid
         2. Liquid
         3. Gel
         4. Foam
      3. By Distribution Channel
         1. Supermarkets & Hypermarkets
         2. Convenience Stores
         3. Pharmacies & Drugstores
         4. Online Retailers
         5. Specialty Stores
         6. Others
7. Competitive Landscape
   1. List of Key Players and Their Offerings
   2. United States Bath and Shower Products Market Share Analysis, 2024
      1. Competitive Benchmarking, By Operating Parameters
   3. Key Strategic Developments (Mergers, Acquisitions, Partnerships)
8. Impact of Escalating Geopolitical Tensions on United States Bath and Shower Products Market
9. Company Profiles (Company Overview, Financial Matrix, Competitive Landscape, Key Personnel, Key Competitors, Contact Address, Strategic Outlook, SWOT Analysis)
   1. Native
   2. Estée Lauder Companies Inc.
   3. Beiersdorf AG
   4. Dr. Bronner's Magic Soaps
   5. Henkel AG & Co. KGaA
   6. The Honest Company
   7. Unilever
   8. Method
   9. Colgate-Palmolive
   10. Plum Island Soap Co.
   11. Johnson & Johnson
   12. Mrs. Meyer's Clean Day
   13. Procter & Gamble
   14. L'Oréal
   15. Bath & Body Works
   16. Other Prominent Players
10. Key Strategic Recommendations
11. Research Methodology
    1. Qualitative Research
       1. Primary & Secondary Research
    2. Quantitative Research
    3.  Market Breakdown & Data Triangulation
       1.  Secondary Research
       2.  Primary Research
    4.  Breakdown of Primary Research Respondents, By Region
    5.  Assumptions & Limitations

*Financial information of non-listed companies can be provided as per availability.

**The segmentation and the companies are subject to modifications based on in-depth secondary research for the final deliverable.

List of Figures

Figure 1       United States Retail Pharmacy Segmentation                   

Figure 2       United States Bath and Shower Products Market Value Chain Analysis           

Figure 3       Company Market Share Analysis, 2024                  

Figure 4       United States Bath and Shower Products Market Size, By Value (USD Billion), 2019–2031                    

Figure 5       United States Bath and Shower Products Market Share, By Product Type , By Value, 2019–2031                    

Figure 6       United States Bath and Shower Products Market Share, By Form, By Value, 2019–2031                                       

Figure 7       United States Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2031

Figure 8       United States Bath and Shower Products Market Share, By Product Type , By Value, 2019–2031

Figure 9       United States Bath and Shower Products Market Share, By Form, By Value, 2019–2031

List of Tables

Table 1         United States Bath and Shower Products Market Size, By Value (USD Billion), 2019–2031

Table 2         United States Bath and Shower Products Market Share, By Product Type , By Value, 2019–2031                    

Table 3         United States Bath and Shower Products Market Share, By Form, By Value, 2019–2031                                       

Table 4         United States Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2031

Table 5         United States Bath and Shower Products Market Share, By Product Type , By Value, 2019–2031

Table 6         United States Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2031

Table 7         Native Company Overview

Table 8         Native Financial Overview

Table 9         Estée Lauder Companies Inc. Company Overview

Table 10       Estée Lauder Companies Inc. Financial Overview

Table 11       Beiersdorf AG Company Overview

Table 12       Beiersdorf AG Financial Overview

Table 13       Dr. Bronner's Magic Soaps Company Overview

Table 14       Dr. Bronner's Magic Soaps Financial Overview

Table 15       Henkel AG & Co. KGaA Company Overview

Table 16       Henkel AG & Co. KGaA Financial Overview

Table 17       The Honest Company: Company Overview

Table 18       The Honest Company Financial Overview

Table 19       Unilever Company Overview

Table 20       Unilever Financial Overview

Table 21       Method Company Overview

Table 22       Method Financial Overview

Table 23       Colgate-Palmolive Company Overview

Table 24       Colgate-Palmolive Financial Overview

Table 25       Plum Island Soap Co. Company Overview

Table 26       Plum Island Soap Co. Financial Overview

Table 27       Johnson & Johnson Company Overview

Table 28       Johnson & Johnson Financial Overview

Table 29       Mrs. Meyer's Clean Day Company Overview

Table 30       Mrs. Meyer's Clean Day Financial Overview

Table 31       Procter & Gamble Company Overview

Table 32       Procter & Gamble Financial Overview

Table 33       L'Oréal Company Overview

Table 34       L'Oréal Financial Overview

Table 35       Bath & Body Works Company Overview

Table 36       Bath & Body Works Financial Overview