Executive Summary

Jun 2019
PROSPECTS
Sustainability is on players’ minds ,

In 2018, sustainability remained a priority in bath and shower. Due to concerns about waste production and recyclability in the US, brands are investing in product and packaging innovations that suit new consumer tastes and also have a smaller environmental impact.

Bath and shower continues to shift beyond function to fit consumers’ lifestyles

Similar to other beauty and personal care categories, the rise in demand for products that go beyond function to identify with consumers’ lifestyles has continued to be evident in bath and shower. Consumer tastes have clearly shifted towards favouring products with natural ingredients, which are sourced sustainably, and match the current fast-paced, active lifestyles; all of which generally incur higher prices.

The status quo in intimate hygiene is being challenged

In 2018, intimate hygiene expanded beyond the likes of heavyweights such as Procter & Gamble and Unilever. Having historically been overlooked in terms of innovation, edgier digital native brands have started to enter the space, causing disruption.

COMPETITIVE LANDSCAPE
Talcum powder lawsuits continue to hit Johnson & Johnson

Of the major headlines in bath and shower in 2018, Johnson & Johnson’s ongoing talcum powder lawsuits stood out, as this could potentially be one of the largest class action lawsuits in history. News was made in late 2018, when a Reuters report was released alleging Johnson & Johnson was aware of asbestos being present in its talcum powder products since the 1970s.

Grocery and mixed retailers aim to capture the revitalisation in bath products

In 2018, the ongoing revitalisation in bath and shower continued, as brands and retailers aimed to satisfy the aforementioned consumer demand for natural and innovative products. As beauty specialist retailers such as Lush and Ulta Beauty have become more popular in bath and shower, with an emphasis on wellness products, retailers featuring primarily mass products are aiming to capitalise on the recent expansion in bath products.

Male-oriented brands enter bath and shower with new types of products

As men in the US are expanding their beauty routines and increasing their expenditure on grooming products, new brands and products are entering men’s bath and shower in order to capitalise on the increased demand. Brands such as Cremo and Harry’s have launched bath products, including body washes and bar soap, directly targeted towards men.

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Bath and Shower in the US

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bath and Shower industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower in USA market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bath and Shower in USA?
  • What are the major brands in USA?
  • How are sales of private label products evolving?
  • What is the importance of intimate washes in the overall category context?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Bath and Shower in the US - Category analysis

HEADLINES

PROSPECTS

Sustainability is on players’ minds ,
Bath and shower continues to shift beyond function to fit consumers’ lifestyles
The status quo in intimate hygiene is being challenged

COMPETITIVE LANDSCAPE

Talcum powder lawsuits continue to hit Johnson & Johnson
Grocery and mixed retailers aim to capture the revitalisation in bath products
Male-oriented brands enter bath and shower with new types of products

CATEGORY DATA

Table 1 Sales of Bath and Shower by Category: Value 2013-2018
Table 2 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 5 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 7 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 8 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in the US - Industry Overview

EXECUTIVE SUMMARY

Robust expansion in beauty and personal care
Direct-to-consumer brands expand and launch new products
Store-based brands fight back by investing in internet retailing and digitalisation
Growing ingredients awareness highlights the health and wellness trend
Regulation will impact sun care; but could affect the broader industry

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources