The Future of Soap, Bath and Shower Products 2023 is a market report that covers the latest innovations and expected consumer trends across the global soap, bath and shower products (SBS) industry. Our report identifies evolving areas, consumer attitudes, and important advances expected across regions like EMEA, APAC, and LATAM over the next five years and beyond.

Global Soap, Bath and Shower Products Market – Current  landscape

Currently, brands are focusing on skin hydration and scent to grab attention and drive sales, and position soap, bath and shower products as ‘affordable luxuries’. Eco-friendliness is not a key purchase driver, but it is driving NPD growth, and can expand beyond packaging/minimizing plastic waste.

Global Soap, Bath and Shower Products Market – Trends in the next two years

The wellness space in SBS has become saturated, and standing out is becoming harder for brands. However, the bathing/showering routine is still very much a self-care step. Going beyond common wellness claims will enable brands to stand out.

To differentiate themselves, brands can emphasize the link between the sense and wellbeing, concentrating on features beyond scent, such as the feel/texture of formulas.

  • 41% of adults in China think cool sensations would deliver a better shower experience.

Global Soap, Bath and Shower Products Market – Trends in the next five years

The future of SBS is smarter and greener. AI is here to stay and will continue at pace over the next five years, saving brands time and money and elevating products and consumers’ routines.

AI will especially help brands more cost-effectively discover efficacious ingredients/scents and enhance scientific research so brands can better understand skin/hair issues and provide solutions.

Purchase our full report to learn more about the trends that will shape the future of the SBS industry, along with our experts’ recommendations for future innovation. Readers of this report may also be interested in Mintel’s A Year of Innovation in the Soap, Bath and Shower Products Market 2023.

Expert Analysis from a BPC Specialist

This report, written by Rosalia Di Gesu, a leading analyst in the BPC sector, delivers in-depth commentary and analysis to highlight current global trends and add expert context to the numbers.

Engagement with SBS has waned but can be revived by focusing on next-level wellness (eg neurocosmetics), more precise targeting and the huge power of AI.

Rosalia Di GesuRosalia Di Gesu
Associate Director, Mintel Beauty & Personal Care

Table of Contents

  1. what you need to know

  2. in the next two years

    • Use ‘next-level’ wellness concepts to optimise revenue
    • Specialise and enhance the focus on skin health
    • Consider the SBS needs of different demographics/cohorts

    • The future of SBS is smarter and greener
  4. Key takeaways

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

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