The future of soap, bath and shower products


What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

The future of soap, bath and shower products

Key points included

  • Bathing: the ultimate health and wellness ritual
  • More focus on multi-sensory experiences
  • Meet the needs of multicultural and male consumers
  • Make ethical and sustainability strategies a priority.

What you need to know

Immediate future: next 2 years

Bath products that help to relax the body and mind will stand out as simple and effective wellness solutions. Innovative products that go beyond basic cleansing can transform showering and bathing into a more stimulating experience.

Planning ahead: next 5 years

hifting demographic trends will force brands to expand their product options to better meet the specific personal care needs of multicultural and male consumers. As more people become concerned with environmental issues, it is crucial to have strong ethical and sustainability strategies in place.

Market overview: key data

Indonesians prefer premium products, while China's consumers will become increasingly cautious with their spending.

Written by Olivia Guinaugh, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Bath products that relax the body and mind will stand out to consumers who seek ways to improve their mental wellbeing.

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