The Canadian soap, bath, and shower (SBS) market is experiencing steady growth, driven by the essential nature of hygiene products and a rising interest in self-care rituals and repertoire expansions. Consumers are increasingly seeking multipurpose, cost-effective solutions while also keeping sustainability in mind.
Valued at C$1.0 billion in 2024, the SBS market is influenced by a growing focus on skincare-centric ingredients and a renewed emphasis on self-care. Many consumers are willing to splurge on premium, indulgent products as a way to pamper themselves. While hygiene products remain resilient during periods of economic uncertainty due to their necessity, shoppers are now more discerning, prioritizing overall value.
Bath product sales are also seeing a boost, fuelled by growing interest from male consumers. Although women continue to dominate the category, men represent a promising growth opportunity as they embrace bathing and self-care routines. Demographic shifts, such as a growing South Asian population, are poised to further drive expansion within the bath segment.
This report looks at the following areas:
- Market factors impacting the soap, bath and shower (SBS) market
- Soap, bath and shower products use
- Change in product usage over time
- Average amount spent
- Important purchase factors
- Shopping behaviours and attitudes
Category growth is fuelled by its essential role in hygiene routines, innovations related to skincare and wellness solutions and a rising engagement from male consumers.
Meghan Ross, Senior Research Analyst – Home & Beauty
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- What consumers want & why
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THE MARKET
- Market context
- Economic snapshot
- Inflation is on target, but the cost of living remains a challenge
- Graph 1: Consumer Price Index, 2020-25
- Shoppers have priorities beyond price
- Market drivers
- Immigration trends will impact SBS purchasing demands
- Graph 2: distribution of foreign-born population, by region of birth, 1996-2036
- Financial health concerns are putting the squeeze on budgets
- Graph 3: current financial situation, 2020-25
- Market size and forecast
- Key market indicators
- Steady growth is expected
- Unilever leads the market
- Graph 4: leading companies’ shares for soap, bath and shower products retail sales, by value, 2023-24
- A robust growth of liquid/gel hand soap
- Graph 5: annual retail value sales growth for soap, bath and shower products, by segment, 2023-24
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CONSUMER INSIGHTS
- Consumer fast facts
- Product usage
- Soap, bath, and shower product usage is universal
- Graph 6: soap and shower products used, 2019-25
- Bath product usage has remained relatively steady since 2019
- Graph 7: bath products used, 2019-25
- Hand sanitizer usage remains elevated
- Women are more involved in the category…
- Graph 8: soap, bath and shower products used, men vs women, 2025
- …but men’s involvement is growing
- Graph 9: soap, bath and shower products used, men, 2023 vs 2025
- Graph 10: soap, bath and shower products used, women, 2023 vs 2025
- Younger consumers are using their SBS products for indulgence, not just for hygiene
- Graph 11: soap, bath and shower products used, by age, 2025
- Cultural traditions elevate the importance of baths
- Graph 12: soap, bath and shower products used, overall vs South Asian, 2025
- Change in usage frequency
- Hand sanitizer usage adjusts post-pandemic, while soothing baths are on the rise
- Graph 13: change in usage frequency of specific soap, bath and shower products, 2025
- Men are most likely to be increasing bath product usage
- Graph 14: [no title]
- Less established habits among young consumers drive increases across SBS category
- Graph 15: those who have increased their use of products since last year, by age, 2025
- Purchase cost for most recent soap, bath or shower product
- Spending is higher for discretionary bath products
- Graph 16: amount spent on most recent purchase, by format, 2025
- Comfortable finances lead to more indulgent body wash purchases
- Graph 17: amount spent on most recent body wash purchase, by change in financial situation since last year, 2025
- Purchase influencers
- Scent, cost, and gentleness are key across categories
- Graph 18: important purchase factors when shopping for SBS products, 2025
- Tackling multiple purchase factors in one product launch
- Ingredients and benefits are highly valued
- Graph 19: important purchase factors when shopping for liquid body wash/shower gel (select), by spend on last body wash purchase, 2025
- Identify benefits beyond hygiene to boost multipurpose appeal among women
- Elevated multipurpose products bring added value
- Brand is a consideration for both young and old consumers
- Graph 20: those citing ‘brand’ as an important purchase factor when shopping for SBS products, 55+ vs overall, 2025
- Mass brands offer elevated ingredient options
- Shopping behaviours
- Cost-conscious consumers recognize value beyond the price tag
- Budget limitations play heavily into purchase decisions
- Graph 21: those citing ‘low cost’ as an important purchase factor when shopping for SBS products, by financial health, 2025
- Graph 22: those citing ‘brand’ as an important purchase factor when shopping for SBS products, by financial health, 2025
- Loyalty is a key motivator
- Women are more inclined to experiment, but familiarity holds strong appeal
- Graph 23: SBS brand loyalty shopping behaviours, men vs women, 2025
- Loyalty plays a larger role among older consumers
- Graph 24: SBS brand loyalty shopping behaviours, by age, 2025
- Consumers recognize the value in wash-off products
- Rinse-off products can deliver effective skincare benefits
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COMPETITIVE STRATEGIES
- Launch activity and innovation
- Prioritize skin health to align with rising demand for skincare support
- Ingredient-focused products tap into consumer interest in skincare
- Protecting the skin barrier with a focus on ingredients for sensitive skin
- Texture and sensory novelties can boost interest
- Elevate experiences with sensory-driven formats
- Social media self-care trends can inform product innovation
- Minimalism as the counterpoint to the ‘everything shower’
- Seasonality plays a strong role among younger consumers
- SBS products use scents and imagery to evoke seasonal themes
- Marketing and advertising
- Incorporating SBS products into a holistic wellness routine
- Focus on mental wellbeing benefits to justify higher spending
- Mood-boosting fragrance claims enhance the user experience
- Showcase bath and shower products as a natural part of a larger relaxation and bodycare routine
- Incorporating quick moments of relaxation in a busy day to reduce time constraint barriers
- Sustainability initiatives get attention
- Sustainability is a draw, even for budget-conscious shoppers
- Graph 25: ‘I am making an effort to buy environmentally friendly products’ (% agree), by perceived financial health, 2025
- Repurposing imperfect soap into a waste-reducing option
- A clear sustainability message helps consumers recognize a brand’s efforts
- Partnership opportunities for retailer-based recycling programs
- Sustainability is a stronger driver for parents
- Graph 26: those citing ‘sustainability’ as an important purchase factor when shopping for SBS products, by parental status, 2025
- Charitable giving helps brands differentiate themselves
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APPENDIX
- Market definitions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Sources
- Market size and forecast
- Market forecast and prediction intervals (value)
- Market segmentation
- Market share
- Methodology – market sizing
- Methodology – forecast
- Methodology – fan chart
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