Bath and shower segment concerns human hygiene, healthy skin and feeling good among the society. With changing lifestyle, busy schedules and pollution due to urbanization and transportation it has become essential for people to stay hygienic and keep their skin healthy every day. Changing human habits of being healthy and proactive has been at their top priority list. World has undergone treats of various affected by major deadly viruses in last couple of years like Ebola, currently under the threat of Coronavirus. The best way to keeping us safe is to use proper bathing products to keep us secure. Hence the demand for bath and shower product is increasing due to increasing awareness of hygiene among consumer. Increasing attention of consumer towards healthy skin and hygienic lifestyle is leading the market of bath and shower products to hike continuously. Manufacturers are concentrating on body wash and liquid soaps rather than alternative bath and shower products. Consumer's demand for nature based products which contain nature plant ingredients is increasing highly.
According to the report “India Bath & Shower Market, By Value & Volume, By Segment ( Bathing Soap, Body Wash & Shower Gel), By Bathing Soap Types (Premium, Standard, Herbal & Health Soap, Deo Soap, Baby Soap), By Sales Channel ( General Retail, Multi-Brand Retail, Online), By Company (Hindustan Unilever limited, ITC, Godrej Consumer limited, Reckitt Benckiser (India) limited etc.), By Brand (Lifebuoy, Santoor, Lux, Pears, Cinthol, etc.), By Demographics (Urban, Rural), By Tier (Tier 1, Tier 2, Tier 3 and others), (Challenges & Trends) Outlook, 2027-28” published by Bonafide research currently the bath and shower market which is bifurcated in soap and body wash & shower gel products have crossed a mammoth INR 27000 Crore mark with a very health growing rate.
The Indian bath and shower market is greatly competitive. This market has been widely supported by the huge presence of bathing soap products in the form of premium, standard, deodorant, baby, herbal soaps. The bathing soap segment has shown rapid growth over the years and it is still expected to continue the same with a CAGR of over 7% in the years to come. The reason for such wide adaption is its pan India availability irrespective to rural or urban, its price flexibility that allows consumer with any income range to afford such products. Various strategies like combo pack offers, buy one get one free offer by companies do play role in attracting the consumers. On the other hand a premium segment of the market that is the body wash and shower gel has recorded fastest growth in last couple of years.
Consumers are at present started switching towards the liquid gel products that keeps their skin more hydrated than that of the soaps that makes the skin dry. India still has a very moderate penetration of body washes and shower gels but the category is growing especially in the urban India which are mostly available through malls, hyper-market, super-market. Owing to its premiumness its availability declines while going towards tier 3 and other cites as the shops or retail stores in those regions can’t afford to keep such products in their display when there is unpredictability on its selling. Many companies are present in the Indian market as people are shifting more towards the hygiene side. Health concerns have always been a major factor to the Indian consumers and so are the manufacturers who are trying to market the product with the same aspect.
Hindustan Unilever Limited, Wipro Consumer care and lightening and Godrej Consumer Care products Limited that have acquired major part in the Indian market. Premium Bath & Body care brand Bryan & Candy has recently launched for the 1st time in India a revolutionary way of having bath, “The Luxury Foaming body wash” collection which comes out direct as foam from the bottle. The Luxury foaming body washes are enriched with a wide variety of Natural plant derived extracts and moisturizing actives such as Pentavitin (48Hrs hydration), Pro-vitamin B5 & Organic Aloe vera. They have 7 different variants with IFRA certified fragrances – Cocoa Shea, Lavender & Vanilla, Orange & Mandarin, Delicate Rose, Basil & Lime, Nottie Berries, and Tropical Fling.
Product innovations and improved marketing initiatives are among the key trends. The market is witnessing several innovations for the improvement of the performance and the efficiency of bath and shower products. The growing prevalence of Internet retailing is another such factor helping the growth of the market. Thus, with the combined effect of the drivers and the emerging trends, the future of the global bath and shower products market looks promising
Some Observed Challenges
There are thousands of chemicals used in manufacturing bath and shower products. These chemicals are harmful to humans, which includes phthalates, synthetic colours, parabens, artificial fragrances, triclosan, sodium lauryl sulphate (SLS), sodium laureth sulphate (SLES), formaldehyde, sunscreen chemicals etc. They can cause skin diseases, increase risk of some cancer, migraines, asthma symptoms, harmful effect on lungs and eye etc.