Competitive Landscape
Unilever Drives Leadership as Bath & Body Works Loses Ground
Bath and shower in the US remains moderately concentrated, with Unilever Home & Personal Care USA holding the largest value share at 19% in 2025, followed by Bath & Body Works Inc with 11% and The Procter & Gamble Co with 9%. Over the review period, Unilever consistently led the category, while Bath & Body Works experienced a decline, dropping from 15% in 2021 to 11% in 2025, reflecting ongoing challenges in retaining younger consumers and weaker guidance for the year.
Church & Dwight Accelerates Growth with Touchland Acquisition
In 2025, Church & Dwight completed the acquisition of the Touchland Power Mist hand sanitiser and body mist brand, integrating it fully into its portfolio by August. The company reported that sales growth in its domestic consumer segment was fuelled by strong performance from Touchland Power Mist, highlighting the impact of this acquisition on broadening its reach and strengthening its position in the personal cleansing space.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in USA?
- Which are the leading brands in USA?
- How are products distributed in USA?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in the US - Category analysis
Key Data Insights
Lifestyle-Driven Beauty Leads to Indulgent Scents in Bath and Shower
Lifestyle-Driven Beauty Leads to Indulgent Scents in Bath and Shower
Dove and Vagisil Shape Life-Stage Body Care with Clinical Launches
Social-First Campaigns Accelerate Shopper Acquisition for Leading Brands
Limited-Edition Drops and Wellness Rituals to Reshape Routines
Body Wash/Shower Gel to Outpace Bar Soap as Multifunctionality and Scent Drive Value
Self-Care and Ingredient Transparency to Fuel Innovation and Loyalty
Unilever Drives Leadership as Bath & Body Works Loses Ground
Church & Dwight Accelerates Growth with Touchland Acquisition
Amazon and Walmart Accelerate E-Commerce Gains with Seasonal Launches
Warehouse Clubs Gain Ground as Consumers Seek Value and Bulk Formats
Beauty and Personal Care in the US - Industry Overview
Value-Driven Skin Care and the Rise of Tiktok Shop Reshape Us Beauty and Personal Care
Key Data Insights
Value-Driven Skin Care and the Rise of Tiktok Shop Reshape Us Beauty and Personal Care
Health-Focused Innovation and Elevated Mass Offerings
Olive Young and Sephora Expand K-Beauty Reach through Partnership
Longevity and Wellness Trends to Shape the Future of Us Beauty and Personal Care
Korean Colour Cosmetics and Hybrid Sunscreen to Expand Reach through Mass Retail
At-Home Devices and Personalisation Set to Drive New Business Models and Partnerships
L’Oréal Accelerates Leadership through Acquisitions and Prestige Expansion
Church & Dwight and Elf Beauty Expand with High-Impact Acquisitions
The Shift Towards E-Commerce and Digital-First Strategies
Olive Young’S Partnership Accelerates K-Beauty’S Reach through Sephora
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy 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 report originates from Passport, our Bath and Shower research and analysis database.
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