Bath and shower products go organic

Consumers are looking for organic ingredients and convenience when it comes to bath and shower products, says research firm Technavio. The rise in living standards and income are also leading consumers to opt for more expensive and aesthetically appealing bath and shower products with different fragrances and effective ingredients, the company said in a report on the global bath and shower products market that forecasts a market worth at least US$15 billion by 2019, a CAGR of around 4% between 2015 and 2019. 

“The market is witnessing increase in demand for organic products like organic shampoos, conditioners, and soaps due to the rising issues of hair- and scalp-related problems. Manufacturers have recently developed organic dry shampoos such as Estée Lauder’s Ojon and Pierre Fabre's Klorane, which absorb dirt and oil on the hair and scalp. These shampoos retain the natural hair oils and saves time and effort on the part of consumers as there are convenient to use,” says Brijesh Kumar Chaubey, Lead Analyst, Consumer & Retail, Technavio Research.

Shower products - shower gels, shower creams, exfoliates, body shampoos, mousses, loofahs, bath brushes, body polishers, and foot scrubs - lead the market, accounting for 70% of overall market share. The report predicts this segment to retain its leadership until the end of 2019, growing at a rate of around 4%. 

Key vendors dominating the global bath and shower products market include Johnson & Johnson, L'Oreal, P&G, Unilever and Colgate-Palmolive. According to Technavio competition in the market is expected to intensify during the forecast period, with an increase in product/service extensions, innovations in technology, and mergers. 

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