The Indian shower products market is undergoing a shift, with bar soaps still dominating but body wash usage on the rise, climbing from 9% in 2022 to 15% in 2024. Despite this growth, 65% of Indians are current non-users of body wash, presenting a significant opportunity for market expansion. Key barriers include cost, convenience and water usage, which brands must address through affordability and educational efforts. Consumers increasingly seek products that offer not just hygiene but also skincare benefits. Similarly, fragrance plays a crucial role in product choice and consumer loyalty, with preferences leaning towards long-lasting, mood-enhancing scents that provide freshness and rejuvenation.
This report looks at the following areas:
- The evolution of shower products as a prominent market in India
- Shifts in consumer preferences
- The rising importance of fragrance in shower products
- Challenges and opportunities in pricing and market expansion
- Integration of skincare benefits in shower product formulations
- The potential for growth through innovation in product functionality
Opportunities to recruit non-users and enhance loyalty in this shifting market lie in innovative skincare-inspired body washes, unique fragrances, water-efficient solutions and consumer education.
Sainethra Hariharan, Research Analyst – Beauty, Personal Care and Household – India
Collapse All
-
EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- For Indian consumers, bathing is driven by the need for refreshment, pleasant fragrances, relaxation and hygiene
- Graph 1: benefits consumers seek from bathing, 2024
- Expand reach by overcoming usage barriers of body wash
- Graph 2: agreement with statements about body wash/shower gel/shower cream, by bar soap consumers, 2024
- Potential to explore skincare benefits beyond moisturisation
- Graph 3: top skin-related* benefit claims in shower products, 2020-24
- Broaden the possibilities of scents by going beyond traditional green or herbal fragrances
- Graph 4: shower product launches, by fragrance component groups, 2020-24
- Mintel predicts
- The outlook for the shower products category in India
-
KEY TRENDS
- What you need to know
- Brands are making shower products their new battleground
- Shower products are capturing a growing share of launches in the soap and bath category
- Graph 5: soap and bath product launches, by sub-category, 2015-24
- Innovation activity in shower products is gathering steam
- Graph 6: shower product launches, by top 10 markets, 2020-24
- Graph 7: bar soap and shower product launches, by launch type, 2020-24
- Price points will still continue to decide the future of shower products
- From retailers to bar soap and skincare brands, everyone is leveraging their brand equity to satisfy the growing demand for innovation
- Brands are increasingly focusing on sleep and relaxation
- India is currently a stress factory for Indians, providing opportunities for bathing brands to step up in the wellness space
- Indians are looking for ways to escape their daily lives through the products they use
- Global social media trends like the ‘showertok’ and ‘everything shower’ movements are bringing body wash to the forefront
- Shower products can provide the broadest spectrum of experiences for consumers
- Migration of skin claims in body wash is long-term
- Indians seek skin health benefits for their concerns across categories
- Skincare ingredients and claims have already started creeping into shower products
- Graph 8: bar soap and shower product launches, by select skin claims, 2020-24
- Brands help provide skin benefits for different skin types and concerns
-
WHAT CONSUMERS WANT AND WHY
- What you need to know
- Shower gels have yet to make space in Indian households as bar soaps remain India’s preferred choice
- Graph 9: frequency of using bathing products in the last six months, 2024
- Bank on the benefits of bathing to drive body wash
- The top benefits from bathing include refreshment, pleasant fragrance, relaxation and maintaining hygiene
- Graph 10: benefits consumers seek from bathing, 2024
- Social media discussions about bathing centre around experiences
- Upper-tier city dwellers seek refreshing bathing experiences
- Graph 11: benefits consumers seek from bathing, by city tier, 2024
- For most consumers, smelling good after a bath takes priority, adding another layer of freshness
- Deliver refreshment by neutralising odour and offering pleasant fragrance
- Highlight long-lasting claims to deliver scent longevity in shower products
- Graph 12: shower product launches with long-lasting claim, 2022-24
- Tap into the power of sensory experiences to deliver freshness beyond fragrance
- Collaborate with brands that champion refreshment outside of BPC
- Emphasise cleanliness to target body wash non-users
- Graph 13: benefits consumers seek from bathing, by body wash/shower gel/shower cream usage, 2024
- Draw inspiration from categories where cleanliness drives success
- Target affluent city dwellers in upper-tier cities with body washes that promote relaxation and better sleep
- Deliver mental wellness through bathing routines
- Graph 14: top markets in bar soap and shower product launches with relaxation-related* benefits, 2020-24
- Graph 15: % of bar soap and shower product launches with relaxation-related* benefits, 2020-24
- Body wash can be the new remedy for mental wellness
- Support bathing routines beyond the washing: incorporate meditation into the bath/shower ritual
- Future: make body wash support muscle and joint relaxation for physical wellness
- Recruiting new users
- Crack the code to turn bar soap loyalists into body wash fans
- Graph 16: body wash/shower gel/shower cream regular usage behaviour, by age, region and socioeconomic group, 2024
- Many factors restrict bar soap users from trying body wash products
- Graph 17: agree with statements about body wash/shower gel/shower cream, by bar soap consumers, 2024
- Appeal to bar soap users by highlighting key benefits and showcasing why body wash is the better choice
- Economy claims on FOP: a missed opportunity for affordable, value-driven shower products
- Graph 18: shower product launches with economy claims, 2022-24
- Graph 19: top 10 markets featuring an economy claim in shower product launches, 2022-24
- Take inspiration from global markets to broaden reach by speaking the language of money and value
- Broaden reach by speaking the language of money and value
- Address packaging misconceptions to drive body wash adoption
- Graph 20: select factor motivating consumers to choose a body wash/shower gel/shower cream over a bar soap, by age group, 2024
- Graph 21: agreement that body wash/shower gel/shower cream is less convenient than bar soap, by generation, 2024
- Create packaging that showers consumers with convenience
- Refill bottles can open avenues for convenience-focused consumers
- Graph 22: shower product launches, by refill/refillable claim, 2022-24
- Bust body wash’s myths about water usage to boost adoption
- Lather, save and repeat with bath accessories to reshape the narrative
- Save water and time with shower products that are designed with convenience, quality and efficacy in mind
- Respond to consumers’ economical approach to water usage
- Expand ‘skinification’ for a new generation of skin-conscious bathers
- Skincare is becoming a bathing priority for Indian consumers
- Potential to explore skincare benefits beyond moisturisation
- Graph 23: top skin-related* benefit claims in shower products, 2020-24
- Enhance shower routines with advanced skincare benefits tailored to diverse needs
- Expand the skincare story by creating opportunities for brands to innovate beyond traditional gel formats
- Graph 24: shower products by formats and textures, 2020-24
- New formats are emerging in the Indian market
- Case study: Dove’s strategy to showcase new formats as deeply nourishing, enriched with skin-loving ingredients
- Potential to offer skin benefits beyond moisturisation using skincare ingredients
- Graph 25: selected trending ingredients in shower products, by market, 2020-24
- Graph 26: top selected trending active skincare ingredients in shower product launches, 2020-24
- Incorporate familiar skincare ingredients to help consumers seamlessly transition to ‘skinified’ shower routines
- Highlighting emerging skincare ingredients can help shower brands stand out
- Future: global patent landscape with skin-health-focused bath products
- Future: go beyond babies to unlock the potential of ‘skinification’ in shower gels for teen/tweens
- Focus on fragrance to foster consumer loyalty
- Scent drives purchase
- Fragrance/scent is a consumer priority, reflecting interest in fragrance shows the importance of sensorial experiences
- Broaden the possibilities of scents by going beyond traditional green or herbal fragrances
- Graph 27: shower product launches, by fragrance component groups, 2020-24
- Showers are becoming experiential sensory escapes
- Graph 28: shower product launches, by selected fragrance component groups, 2020-24
- Graph 29: shower product launches, by fragrance component groups, 2020-24
- Use fragrances to create scenarios that deliver an immersive bathing experience
- Continue to raise the floral profiles with new fragrance blends
- Scents with aromatherapeutic benefits can be democratised
- Graph 30: shower products launches with aromatherapy claim, by price groups, 2020-24
- Aromatherapy can explore innovative ingredients to complement scents and enhance their therapeutic benefits
- Launches in India use natural/Ayurvedic ingredients in shower products to create a fresh and energised experience
- Work with fragrance houses and use technology to create appealing scents that evoke specific emotions
- Shower products can become the new perfumes
- Tap into ‘flavours’ to engage the senses and take a scent-forward approach
- Explore partnerships with hotels to present unique scents
-
APPENDIX
- Consumer survey methodology
- Infegy Atlas – coverage
- TURF methodology
- Generations
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
$ 2,995 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
