Report Summary

Explore the US soap, bath, and shower products market with this extensive report. Gain fresh, data-backed insight into what motivates consumers to engage with the category, and enable your business growth today. Below, we’ve summarized the key topics covered and offer hand-selected findings from the full report.

Key Topics Covered

  • US soap, bath, and shower products market size, forecast, and segment performance.
  • Key challenges and opportunities for stakeholders.
  • Consumer engagement with soap, bath, and shower products.
  • Attitudes and behaviors toward soap, bath, and shower products.
  • Consumer trial and interest in nontraditional soap, bath, and shower innovations and claims.

US Soap, Bath, and Shower Products Market Size

Soap, bath, and shower product retail sales are estimated to have increased by 9% in 2023 from 2022. Wellness engagement underlies this growth and targeted offerings that have caused many consumers to trade up. Despite differences in segment performance, the market is on a steady growth trajectory, and brands will continue to leverage wellness and convenience to bolster individual brand profiles.

Soap, Bath, and Shower Products Consumer Insights

  • Shower methods and motivations vary. Benefit claims of cold showers and plunges such as improved immunity and sleep encourage this activity. Not just cold, but lukewarm versus hot showers resonate with the perception of avoiding negative skin health effects. Consumers are also taking shorter showers to conserve water.
  • Men of all generations prefer “for men” products. Despite this, men’s options are limited compared to women’s. With men’s evolving interest in self-care, health, and appearance, there’s room for brands to grow appeal in the masculine grooming space.
  • Gentle cleansing is increasingly non-negotiable. Consumers believe that over-cleansing can strip the skin of good bacteria. Since last year’s version of this report, Mintel observes that this has led to gentle formulations becoming a baseline expectation across soap, bath, and shower segments.

For a comprehensive review of how consumers are engaging with soap, bath, and shower (SBS) products, buy the full report. You may also be interested to read about our Future of Soap, Bath, and Shower Report.

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Expert Analysis

Leading BPC analyst Joan Li delivers expert industry insights with this in-depth report.

Even as cleansing is incorporated into beauty and health regimens, proliferating benefits are put under the scrutiny of multifunctionality, value and efficacy.

Joan Li, Senior Beauty and Personal Care Analyst


Joan Li
Senior Analyst, Beauty and Personal Care

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. The Market

    • Market context
    • Market drivers
    • Graph 1: opinions on financial future, 2024
    • Market size and forecast
    • Segment performance
    • Market and brand share
  3. Competitive Strategies & Opportunities

    • Graph 2: SBS price positioning, 2019-23
    • Graph 3: select top claims, by beauty price positioning, 2019-23
  4. Consumer Insights

    • Consumer fast facts
    • Usage & key audiences
    • Graph 4: usage of shower products, 2021-23
    • Graph 5: usage of hand cleansing & sanitizing products, 2021-23
    • Graph 6: Usage of bath products, 2021-23
    • Graph 7: select usage, by generation and gender, 2023
    • Graph 8: Using products more often than a year ago, by parental status
    • Graph 9: use of select SBS products, by race, 2023
    • Purchase influencers
    • Graph 10: select purchase drivers, by segment, 2023
    • Graph 11: preference for long-lasting clean among shower product consumers, any rank, 2023
    • Cleansing format preferences
    • Graph 12: preference for select formats and benefits, by race, 2023
    • Graph 13: overlapping use of physical & chemical exfoliation, 2023
    • Graph 14: preference for solid formats, by preference for eco-friendly products, 2023
    • Attitudes & behaviors
    • Graph 15: select shower occasions and goals, 2023
    • Graph 16: taking colder baths/showers for health benefits, 2023 vs 2024
    • Shopping
    • Graph 17: trial and selectivity in SBS shopping, by gender and age, 2023
    • Graph 18: select SBS shopping behaviors and attitudes, by age, 2023
    • Trial & interest in nontraditional products
    • Graph 19: trial and future intent toward select innovations and claims, 2023
    • Graph 20: “Have tried and would use again” – select skin-forward innovations and claims, 2023
    • Graph 21: trial and future intent toward products specifically designed for cleansing intimate areas, 2023
  5. Appendix

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.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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