Nina Jobst
Research expert covering South Korea
Bath and shower products market in the U.S. - statistics & facts
After a stressful day, what could be more relaxing and refreshing than a warm bath or a long shower? Though a simple bath or shower in itself would do the trick, there are numerous products on the market designed to turn your ablutions into a pampering experience. As consumers worldwide take their self-care routines more and more seriously, and new beauty trends keep on emerging, the global shower & bath product market can be expected to constantly grow overtime, reaching revenues of nearly 60 billion U.S. dollars by 2028.
#EverythingShower: the new personal care trend
One of the latest self-care trends is the "everything shower", which consists of a longer-than-usual shower when consumers do not only apply their regular products, such as body wash or shampoo, but go the extra mile and use more items, including scrubs, hair masks, shaving kits and so on. The hashtag #EverythingShower collected millions of views on the social media TikTok, and this comes as no surprise considering that, in 2023, bath & shower products were among the most used in the personal care category by consumers in the United States. Hair care and hair styling products were also popular, as indicated by nearly 60 percent of respondents taking part in the Statista survey. In 2022, retail sales of regular shampoo in the United States amounted to over two billion U.S. dollars, while sales of hair conditioner surpassed 2.5 billion U.S. dollars that year.How is the U.S. market going to evolve in the future?
Both the U.S. shower & bath products market and the U.S. hair care market were forecast to increase in the next years. The revenue of the shower & bath market in the United States added up to around nine billion U.S. dollars in 2023, and it is expected to reach a peak of nearly 10.3 billion U.S. dollars by 2028. In that same time frame, predictions for the U.S. hair care market foresee a growth from about 13.4 billion U.S. dollars in 2023 to over 14 billion U.S. dollars by 2028. Some of the leading players in the U.S. market include Dove, Pantene, Olay, and Softsoap.
