With the world ever more complex and overwhelming, younger consumers in particular are looking to stay grounded through beauty products that promote wellbeing and the mind-body connection. Product launches in 2024 incorporated colour, design, and scents to provide consumers with a pleasing experience.
Going into 2025, companies recognise opportunities for growth with investments made in natural femcare product lines. The increased public focus on women’s health and conditions associated with ageing is propelling development in holistic femcare brands, with products formulated for postpartum care and menopause.
While mass body wash/shower gel saw much growth in 2024 owing to multifunctionality, and the promotion of the mind-body connection, premium liquid soap also grew in popularity for similar reasons, as consumers desire a luxury hand washing experience at home. This desire for luxury at home has also seeped into other home goods, such as laundry detergents, with new premium detergents making their way to market.
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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.
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 definitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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