Global Toiletries Market Report By Product Type (Skin Care, Hair Care, Oral Care, Bath and Shower Products, Deodorants), By End-User (Men, Women, Unisex, Kids), By Distribution Channel (Offline Retail, Online Retail), By Region and Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends and Forecast 2024-2033
- Published date: October 2024
- Report ID: 131048
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Report Overview
The Global Toiletries Market size is expected to be worth around USD 279.6 Billion by 2033, from USD 168.4 Billion in 2023, growing at a CAGR of 5.2% during the forecast period from 2024 to 2033.
Toiletries refer to personal care products used for hygiene and grooming. These include items such as toothpaste, shampoo, deodorants, soaps, and skincare products. They are essential for daily hygiene and are widely available in supermarkets, drugstores, and online platforms. The demand for toiletries is consistent, driven by routine consumption across demographics.
The toiletries market includes the production, distribution, and sales of personal care products. It is a dynamic market that continues to grow due to increasing consumer focus on personal hygiene and grooming. Rising disposable incomes and awareness of personal wellness also boost this demand. Recent trends highlight an increasing preference for organic and sustainable toiletries, reflecting a shift towards natural ingredients and eco-friendly packaging.
The global toiletries market is experiencing steady growth, driven by rising personal hygiene awareness and higher disposable incomes. In the U.S., disposable personal income increased by $211.7 billion, or 4.2%, in the fourth quarter of 2023, according to the Bureau of Economic Analysis (BEA). This boost in disposable income supports increased spending on toiletries, as consumers prioritize personal care products.
However, approximately 1/3rd of the global population still lacks access to basic handwashing facilities. This gap indicates a significant need for further public health efforts, presenting an opportunity for market expansion, particularly in developing countries. Companies are increasingly focusing on affordable and accessible products to cater to underserved markets, boosting overall growth.
The market’s saturation level varies, with developed regions exhibiting maturity, while developing countries present untapped potential. High competition defines the industry, with both global and local brands vying for consumer attention. The growing demand for eco-friendly and organic skincare products adds a new dimension to market competitiveness.
The toiletries and personal care market encompasses a broad range of products, from basic hygiene items like soaps and shampoos to skincare, shaving and grooming products. Consumer awareness regarding harmful chemicals is on the rise, with a survey by the International Journal of Creative Research Thoughts (IJCRT) revealing that 67% of respondents actively seek products with minimal harmful chemical content.
Additionally, 82% of consumers indicated a preference to avoid products they believe contain harmful chemicals. This shift in consumer behavior is prompting manufacturers to invest in safer, organic, and sustainable product lines.
On a broader scale, the demand for toiletries is driven by improved living standards and ongoing urbanization. Locally, growth is fueled by increasing awareness of personal hygiene, especially in regions with stronger public health initiatives. This presents opportunities for new product development and deeper market penetration, especially in underdeveloped areas where access to basic hygiene products is limited.
Key Takeaways
- The Toiletries Market was valued at USD 168.4 Billion in 2023 and is expected to reach USD 279.6 Billion by 2033, with a CAGR of 5.2%.
- In 2023, Bath & Shower Products led the product type segment, driven by essential hygiene needs and premium offerings.
- In 2023, Women dominated the end-user segment, accounting for high personal grooming and hygiene demands.
- In 2023, Offline Retail led the distribution channel with a significant share, favored for its wide accessibility and product range.
- In 2023, Asia Pacific was the leading region with 39.2%, driven by a large population and rising disposable incomes.
Product Type Analysis
Bath & Shower Products dominate with 30% due to their essential role in daily personal hygiene and increasing consumer preference for premium products.
In the Toiletries Market, the Product Type segment highlights Bath & Shower Products as the leading sub-segment, capturing 30% of the market share. This dominance is driven by the essential nature of these products in daily personal hygiene routines. Consumers prioritize maintaining cleanliness and comfort, which fuels the consistent demand for high-quality bath and shower items such as soaps, body scrubs, body washes, intimate wash, and shower gels.
Additionally, the rising trend of premium and luxury bath products like bath salts, infused with natural ingredients and appealing fragrances, attracts consumers willing to spend more for enhanced bathing experiences. Innovations in product formulations, including moisturizing and exfoliating properties, further boost the appeal of bath and shower products, making them indispensable in households worldwide.
Hair Care follows closely, representing a significant portion of the market. Products like shampoos, conditioners, and hair treatments are essential for maintaining hair health and appearance. The increasing awareness of hair care routines and the desire for healthier, shinier hair drive the demand for specialized hair care products.
Skin Care is another vital sub-segment, encompassing moisturizers, cleansers, and anti-aging products. The growing emphasis on skincare routines, influenced by social media and beauty trends, contributes to the rising demand for skin care products. Consumers are increasingly investing in products that offer visible results, such as improved skin texture and reduced signs of aging, thereby expanding the skin care market.
Oral Care, including toothpaste, mouthwash, and dental floss, remains a fundamental category within the toiletries market. The focus on oral hygiene and the prevention of dental issues sustain the steady demand for oral care products. Innovations in toothpaste formulas, such as whitening and cavity protection, cater to diverse consumer needs and preferences, enhancing the appeal of oral care items.
Deodorants, while essential for personal hygiene, hold a smaller yet significant market share. The demand for effective and long-lasting deodorants, coupled with the introduction of natural and aluminum-free options, caters to health-conscious consumers. The increasing awareness of body odor management and the desire for fresh scents drive the growth of the deodorant sub-segment.
End-User Analysis
Women account for 40.5% of the market due to their significant role in personal grooming and higher spending on toiletries.
In the End-User segment of the Toiletries Market, Women emerge as the dominant group, representing 40.5% of the market. This dominance is attributed to women’s extensive involvement in personal grooming and hygiene routines. Women are typically the primary purchasers of toiletries for household use, driving higher consumption rates of products like skincare, hair care, and bath essentials.
Additionally, the beauty and wellness trends heavily marketed towards women further amplify their spending on premium and specialized toiletries. The increasing focus on self-care and the desire for high-quality personal care products contribute to the substantial market share held by female consumers.
Men constitute a significant sub-segment, with growing awareness and acceptance of personal grooming practices. The rise in men’s grooming products, including specialized skincare, beard care, and hair styling items, reflects changing attitudes towards male personal care. As societal norms evolve, men are becoming more invested in maintaining their appearance, thereby increasing their expenditure on toiletries.
Unisex products also play a crucial role in the market, catering to consumers who prefer gender-neutral options. The demand for unisex toiletries is rising, driven by the desire for simplicity and inclusivity in personal care routines. These products offer versatility and appeal to a broad audience, enhancing their market presence.
Kids represent a smaller yet important sub-segment, focusing on age-appropriate toiletries designed for gentle care and safety. Parents prioritize the use of safe and effective products for their children, driving demand for kid-friendly toiletries such as mild shampoos, lotions, and bath products. The emphasis on child health and hygiene supports the growth of this sub-segment within the broader toiletries market.
Distribution Channel Analysis
Offline retail dominates with 55% due to the tactile experience and immediate product availability it offers to consumers.
The Distribution Channel segment in the Toiletries Market is primarily divided between Offline Retail and Online Retail. Offline Retail leads the market with 55% share, driven by consumers’ preference for the tactile shopping experience and the ability to immediately access products.
Physical stores allow customers to test products, seek expert advice, and make instant purchases, which are crucial factors in personal care product selection. The presence of toiletries in a wide range of retail outlets, including supermarkets, pharmacies, and specialty stores, enhances accessibility and convenience for consumers, thereby sustaining the dominance of offline channels.
Online Retail, while growing rapidly, holds a smaller share compared to offline channels. However, it is gaining traction due to the increasing adoption of e-commerce and the convenience it offers. Consumers appreciate the ease of browsing a vast selection of products from the comfort of their homes, along with the benefits of competitive pricing and home delivery.
The rise of online marketplaces and dedicated beauty e-commerce platforms contribute to the expanding presence of online retail in the toiletries market. Additionally, the impact of digital marketing and social media influencers drives awareness and sales through online channels, supporting the steady growth of this distribution segment.
Key Market Segments
By Product Type
- Skin Care
- Hair Care
- Oral Care
- Bath & Shower Products
- Deodorants
By End-User
- Men
- Women
- Unisex
- Kids
By Distribution Channel
- Offline Retail
- Online Retail
Drivers
Growing Consumer Awareness of Personal Hygiene Drives Market Growth
Growing consumer awareness of personal hygiene significantly drives the toiletries market. As health consciousness rises globally, individuals are increasingly prioritizing cleanliness and personal care. This heightened awareness encourages consumers to invest in a variety of toiletry products.
Rising demand for natural and organic products further propels market growth. Consumers are shifting towards products that are free from harmful chemicals and environmentally friendly. This trend is fueled by concerns over health implications and a desire for sustainable living.
Increasing disposable income plays a crucial role in boosting the toiletries market. As economies grow and individuals have more spending power, they are willing to spend more on premium and specialized toiletry products. This increase in disposable income allows consumers to explore higher-end brands and innovative products, driving sales and market expansion.
The expansion of e-commerce platforms also contributes to the growth of the toiletries market. Online platforms provide consumers with convenient access to a wide range of products, often at competitive prices. E-commerce enables brands to reach a broader audience, including those in remote areas, thereby increasing market penetration and sales volumes.
Restraints
Stringent Regulatory Standards Restraints Market Growth
Stringent regulatory standards pose significant restraints to the toiletries market. Governments worldwide are enforcing strict regulations to ensure the safety and efficacy of personal care products. Compliance with these regulations requires manufacturers to adhere to rigorous testing, certification processes, and quality control measures.
Intense market competition further restrains growth in the toiletries sector. The market is saturated with numerous brands, both established and emerging, vying for consumer attention. This competition leads to price wars and reduced profit margins, as companies strive to offer competitive pricing without compromising on quality.
Volatility in raw material prices also impacts the toiletries market negatively. Fluctuations in the cost of essential ingredients and packaging materials can lead to increased production expenses. These cost variations can force manufacturers to raise product prices, potentially deterring price-sensitive consumers and reducing overall demand.
Consumer skepticism towards new brands acts as another restraint. Many consumers prefer to stick with trusted and well-known brands when it comes to personal care products. This loyalty to established brands makes it difficult for new entrants to gain consumer trust and market share.
Opportunity
Product Innovation and Diversification Provides Opportunities
Product innovation and diversification present substantial growth opportunities for the toiletries market. As consumer preferences evolve, there is a growing demand for innovative products that offer unique benefits and enhanced functionality.
Expansion into emerging markets offers another significant opportunity. Rapid economic growth and increasing disposable incomes in regions such as Asia-Pacific, Latin America, and Africa are driving demand for personal care products. Tailoring products to meet local preferences and cultural nuances can further enhance market penetration and brand loyalty.
Development of sustainable packaging is increasingly becoming a key opportunity in the toiletries market. With growing environmental concerns, consumers are favoring brands that adopt eco-friendly packaging solutions. Companies that innovate in packaging design by using biodegradable, recyclable, or reusable materials can attract environmentally conscious consumers and differentiate themselves from competitors.
Strategic partnerships and collaborations create additional growth avenues for the toiletries market. By partnering with other brands, retailers, or influencers, companies can expand their distribution channels, enhance product visibility, and leverage complementary strengths. Challenges
Counterfeit Products and Brand Piracy Challenges Market Growth
Counterfeit products and brand piracy present significant challenges to the toiletries market. The proliferation of fake and substandard products undermines consumer trust and damages the reputation of legitimate brands. These counterfeit goods often bypass quality control measures, leading to potential health risks and adverse consumer experiences.
Supply chain disruptions also pose considerable challenges to the toiletries market. Factors such as natural disasters, geopolitical tensions, and global pandemics can disrupt the supply of raw materials and distribution channels. These disruptions lead to delays in production and delivery, increasing costs and reducing the availability of products.
Rapid technological changes add another layer of complexity to the toiletries market. The constant evolution of technology necessitates continuous innovation and adaptation by manufacturers. Staying abreast of the latest advancements in product formulations, manufacturing processes, and digital marketing requires significant investment in research and development.
Fluctuating consumer preferences further challenge the toiletries market. As trends shift towards natural, organic, and eco-friendly products, manufacturers must quickly adapt their product offerings to meet these changing demands. Failure to anticipate and respond to consumer preferences can result in reduced sales and loss of relevance in the market.
Growth Factors
Advances in Formulation Technology Are Growth Factors
Advances in formulation technology are significant growth factors driving the toiletries market. Innovations in product formulations enable the creation of more effective and specialized personal care products that meet diverse consumer needs. Enhanced formulation techniques allow manufacturers to incorporate active ingredients that deliver targeted benefits, such as anti-aging properties, hydration, and skin barrier protection.
Increased financial commitment to marketing campaigns helps brands enhance their visibility, build stronger brand identities, and engage more effectively with their target audiences. Strategic advertising initiatives, including digital marketing, influencer partnerships, and experiential marketing, enable brands to reach a wider audience and communicate their unique value propositions.
As consumers become more health-conscious, they prioritize personal care products that support their overall well-being. This trend drives demand for toiletries that offer health benefits, such as natural and organic ingredients, hypoallergenic formulations, and products free from harmful chemicals.
Expansion of private label brands presents a substantial growth opportunity within the toiletries market. Retailers are increasingly developing their own branded toiletries to offer consumers high-quality products at competitive prices. Private label brands often benefit from lower production costs and greater control over product quality and innovation, allowing them to compete effectively with established national brands.
Emerging Trends
Rise of Minimalist and Multi-functional Products Are Latest Trending Factors
Multi-functional toiletries, such as 2-in-1 shampoos and conditioners or all-in-one skincare solutions, cater to this preference by reducing the number of products needed and simplifying daily routines. This trend not only appeals to consumers looking for convenience but also aligns with minimalist lifestyles that prioritize reducing clutter and waste.
Increasing use of biodegradable ingredients is another significant trend shaping the toiletries market. As environmental sustainability becomes a priority, consumers are gravitating towards products that minimize their ecological footprint.
Biodegradable ingredients break down naturally without harming the environment, making them a preferred choice for eco-conscious consumers. This trend encourages manufacturers to formulate products with natural and renewable ingredients, enhancing their appeal to a growing segment of environmentally aware buyers and supporting global sustainability initiatives.
Growth of gender-neutral toiletries reflects changing societal norms and consumer preferences towards inclusivity and diversity. Traditional gender-specific products are being replaced by unisex options that cater to a broader audience, promoting equality and reducing stereotypes in personal care.
Popularity of subscription-based models is transforming the distribution and consumption of toiletries. Subscription services offer consumers the convenience of regular product deliveries tailored to their preferences and needs. This model enhances customer retention by providing consistent access to preferred products while offering brands a steady revenue stream and valuable consumer data.
Regional Analysis
Asia Pacific Dominates with 39.2% Market Share
Asia Pacific leads the Toiletries Market with a 39.2% share, amounting to USD 66.01 billion. The region’s strong presence is driven by a large and growing population, increasing disposable incomes, and a rising awareness of personal hygiene. Rapid urbanization and expanding middle-class consumers further boost demand for various toiletries.
The region benefits from a broad range of local and international brands that cater to diverse preferences and budgets. Moreover, the trend of using natural and organic products is rapidly growing, influencing consumer behavior positively. E-commerce growth in countries like China, India, and Japan also supports wider product availability and boosts sales, particularly in rural areas.
Asia Pacific’s impact on the global toiletries market is expected to grow due to continuous urbanization and a shift towards premium and organic products. Increasing marketing efforts and product innovation will likely maintain the region’s dominance, as local and international brands expand their presence across rural and urban markets.
Regional Mentions:
- North America: North America holds a strong position in the toiletries market, driven by high demand for premium personal care products. The region’s focus on organic and sustainable products supports steady market growth.
- Europe: Europe is known for its high standards in skincare and hygiene, fueling steady demand for toiletries. Consumers’ preference for luxury products drives the market, especially in Western Europe.
- Middle East & Africa: The Middle East & Africa see steady growth in the toiletries market, driven by increasing awareness of personal hygiene and the rising middle class, particularly in GCC countries.
- Latin America: Latin America is expanding its toiletries market, supported by rising consumer spending and a growing preference for affordable personal care products. Brazil and Mexico are the key contributors to the regional growth.
Key Regions and Countries covered іn thе rероrt
- North America
- US
- Canada
- Europe
- Germany
- France
- The UK
- Spain
- Italy
- Rest of Europe
- Asia Pacific
- China
- Japan
- South Korea
- India
- Australia
- Rest of APAC
- Latin America
- Brazil
- Mexico
- Rest of Latin America
- Middle East & Africa
- South Africa
- Saudi Arabia
- UAE
- Rest of MEA
Key Players Analysis
The Toiletries Market is led by established global brands that emphasize product innovation, brand reputation, and extensive distribution networks. Leading companies include Procter & Gamble, Unilever, L’Oréal, and Johnson & Johnson. These top players dominate the market with a diverse range of personal care products, including skincare, haircare, oral care, and hygiene items.
Procter & Gamble maintains a strong market position with iconic brands like Gillette, Pantene, and Oral-B. It focuses on product innovation and aggressive marketing strategies to drive consumer engagement and market share.
Unilever is a key player, offering products like Dove, Lux, and Rexona. It emphasizes sustainability and affordability, targeting both developed and emerging markets with a wide product range.
L’Oréal leads the market in skincare and cosmetics, with brands like Garnier and Maybelline. It focuses on innovation and premium-quality toiletries, appealing to both mass-market and luxury segments.
Johnson & Johnson is renowned for personal care and hygiene products, particularly for baby care and skincare. It emphasizes safety, reliability, and healthcare-driven product formulations.
These players shape the toiletries market through continuous R&D, strategic acquisitions, and expanding global presence, setting industry trends and consumer preferences.
Top Key Players in the Market
- Procter & Gamble
- Unilever
- L’Oréal
- Johnson & Johnson
- Colgate-Palmolive
- Shiseido
- Beiersdorf
- Estée Lauder
- Avon
- Kao Corporation
- Henkel
- Reckitt Benckiser
- GlaxoSmithKline
- Kimberly-Clark
- PZ Cussons
Recent Developments
- The Great Africa Hair Company and The Clicks Helping Hand Trust: In August 2024, La Culla Safe Haven for Babies in Cape Town received a donation of baby toiletries, including OnlyBio shampoo, bubble bath, and body wash, from The Great Africa Hair Company in partnership with The Clicks Helping Hand Trust. This contribution supports La Culla’s mission to provide essential care for abandoned babies.
- The Somerset Toiletry Co.: In March 2024, The Somerset Toiletry Co. celebrated its 25th anniversary with limited-edition soaps and events at their café in Clutton. As part of the ’25 for 25′ campaign, the company is performing 25 acts of kindness throughout the year, including charitable donations and community projects, to give back to the community that has supported them.
- Pilot Chemical Company: On October 2023, Pilot Chemical Company introduced CalCare™ 190C, a sustainable biosurfactant for the personal care industry. With a 98.6% Renewable Carbon Index, clear color, stable pH (3 to 11), and the ability to form high and stable foam, CalCare™ 190C is designed for formulations like shampoos and body washes.
Report Scope
Report Features Description Market Value (2023) USD 168.4 Billion Forecast Revenue (2033) USD 279.6 Billion CAGR (2024-2033) 5.2% Base Year for Estimation 2023 Historic Period 2019-2022 Forecast Period 2024-2033 Report Coverage Revenue Forecast, Market Dynamics, Competitive Landscape, Recent Developments Segments Covered By Product Type (Skin Care, Hair Care, Oral Care, Bath & Shower Products, Deodorants), By End-User (Men, Women, Unisex, Kids), By Distribution Channel (Offline Retail, Online Retail) Regional Analysis North America – US, Canada; Europe – Germany, France, The UK, Spain, Italy, Rest of Europe; Asia Pacific – China, Japan, South Korea, India, Australia, Singapore, Rest of APAC; Latin America – Brazil, Mexico, Rest of Latin America; Middle East & Africa – South Africa, Saudi Arabia, UAE, Rest of MEA Competitive Landscape Procter & Gamble, Unilever, L’Oréal, Johnson & Johnson, Colgate-Palmolive, Shiseido, Beiersdorf, Estée Lauder, Avon, Kao Corporation, Henkel, Reckitt Benckiser, GlaxoSmithKline, Kimberly-Clark, PZ Cussons Customization Scope Customization for segments, region/country-level will be provided. Moreover, additional customization can be done based on the requirements. Purchase Options We have three licenses to opt for: Single User License, Multi-User License (Up to 5 Users), Corporate Use License (Unlimited User and Printable PDF) - Procter & Gamble
- Unilever Plc Company Profile
- L'Oréal
- Johnson & Johnson
- Colgate-Palmolive
- Shiseido
- Beiersdorf
- The Estée Lauder Companies, Inc. Company Profile
- Avon Products, Inc. Company Profile
- Kao Corporation Company Profile
- Henkel
- Reckitt Benckiser Group PLC Company Profile
- GlaxoSmithKline
- Kimberly-Clark
- PZ Cussons
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