India Bath and Shower Care Market Research Report: Forecast (2022-2027)

Market Overview

As an essential element to maintaining personal hygiene & health, bath and shower care products are evolving from simple scrubbing soaps to new products like bath salts & shower gels, to a lot more. These products include a variety of bar soap, bath additives products, body powder, body wash, shower gel, intimate products, & liquid soaps, among others. Besides, the emergence of trends like aromatherapy is also backing the popularity & demand for fragranced bath products, owing to concerns associated with body odor. Nonetheless, as people are becoming increasingly conscious of their personal hygiene, a significant change in consumer preference for intimate hygiene products is also gaining momentum across India. 

Market Insights

The India Bath and Shower Care Market is anticipated to grow at a CAGR of around 5% during the forecast period, i.e., 2022-27. This growth attributes to a significant rise in the demand for natural and herbal bath and shower products, a paradigm consumer shift toward branded bath and shower-product, the launch of the innovative product by the market player and burgeoning awareness about the importance of good hygiene.

Besides, the rising health consciousness & good looks, burgeoning brand awareness among customers, and growing trends for personal care are catering to the market growth. Moreover, the active participation of the leading players and their advancements in beauty products is another aspect stimulating the industry across India. Moreover, the increasing demand for natural & environmental-friendly products, bolstering the working women population, and surging private investment shall further augment the market growth in the forecast period.

The advent of novel & innovative hand sanitizers by the players, entwined with the burgeoning consumer base for more natural organic, and ayurvedic products, and the significant rise in the demand for liquid soap & bar soap are hinting toward the presence of lucrative opportunity for the players, leading the industry toward substantial growth through 2027. 

Impact of COVID-19

The wake of COVID-19 has a steady impact on market growth. The lockdown imposition has created panic buying among the customer which resulted in product shortages in baths and showers. This is due to the increasing awareness of the importance of hygiene for controlling the spread of the virus.

The same aspect also triggered the demand for these products to increase hygiene and avoid the spread of the Coronavirus. The requirement for more frequent hand washing led to greater demand over the year for bar soap and liquid soap with the latter being particularly popular as a way of optimizing hygiene levels and avoiding the spread of the virus.

Key Driver & Opportunity

• High Demand for Baby Bath & Shower Care Products

The population of infants and babies is growing exponentially across India, & people are becoming increasingly aware & conscious of the availability of baby care products. It, in turn, is generating lucrative opportunities for the leading manufacturers to introduce & widen the range of such products in the bath & shower care categories and cater to the burgeoning demands throughout the country. Such popularity due to the concerns over baby’s health & hygiene is driving the industry rapidly. In addition, the same aspect is also instigating the manufacturers to emphasize formulating products with safer ingredients that would not cause side effects to the baby’s skin. For instance:

• Backed in February 2020, an Indian Cricketer, Suresh Raina, launched a brand, Maate, offering body wash, hair cleanser, & face butter, among other products manufactured particularly for babies using ayurvedic herbal extracts and no toxic chemicals.

Market Segmentation

Based on Type:

• Bar Soap
• Bath Additives Products
• Body Wash/Shower Gel
• Intimate Products (Intimate Products (Hygiene, Washes, Wipes, etc.)
• Liquid Soaps

Here, Liquid soaps acquired the highest share in the India Bath and Shower Care Market in 2020. The growth attributes to the rapidly growing demand for these products backed by the growing hygiene consciousness among people, especially after the COVID-19 pandemic. The same aspect also demonstrates an upsurge in the demand for these products, instigating the leading players to increase their production & distribution capacities for liquid handwash and cater to the burgeoning demands throughout the country. Since the same trend is anticipated to prevail in the coming years, the demand for these products shall contribute substantially to the overall market expansion.

Moreover, escalating concerns over health & hygiene are demonstrating a rising usage of these products and boosting the overall market growth. Nonetheless, various government initiatives to minimize disease spread is projected to promulgate the growth of the Bath & Shower Care Market in the near future. 

Based on Distribution Channel:

• Retail Stores
• Hypermarkets/Supermarkets
• Health and Beauty Specialist Retailers
• Chemists/Pharmacies
• Exclusive Stores
• E-Commerce

Here, the Retail Store is anticipated to dominate the India Bath and Shower Care Market with the largest share during the forecast period. This dominance attributes to the widespread establishment of several retail stores across locations and them being a primary source for shopping for a substantial population in the country. It, in turn, is demonstrating a rise in the sales of bath & shower care products and instigating the leading players to increase their production & distribution capacities to cater to the burgeoning demands throughout India. 

On the other hand, E-COmmerce platforms are also gaining swift traction and contributing to the market growth. With the high penetration of the Internet, smartphones, and growing awareness among people about the convenience of online shopping, many brands are making a paradigm shift to digital platforms and expanding their product portfolio, consumer base, and brand visibility, thereby positively influencing the market growth.  

Competitive Landscape

According to MarkNtel Advisors’, the key players with a considerable market share in the India Bath and Shower Care market include Hindustan Unilever Ltd., Wipro Consumer Care and Lighting Ltd., Godrej Consumer Products Ltd., Reckitt Benckiser (India) Ltd., ITC Ltd., Patanjali Ayurved Ltd., Karnataka Soaps and Detergents Ltd., Nivea India Pvt Ltd., Cholayil Pharmaceuticals Pvt Ltd., Emami Ltd., Others etc.        

Key Questions Answered in the Market Research Report:

1. What are the current and future trends of the Bath and Personal Care industry?
2. How the industry has been evolving in terms of type and distribution channel?
3. How the competition has been shaping across the regions followed by their comparative factorial indexing?
4. What are the key growth drivers and challenges for the Bath and Shower Care industry?
5. What are the customer orientation, purchase behaviour, and expectations from the Bath and Shower Care firms across various regions?         

Frequently Asked Questions