Toiletries Market Size, Share & Industry Analysis, By Type (Skincare Products, Bath & Toilet Products, Hair Care Products, and Others), By End-user (Male and Female), By Distribution Channel (Online and Offline), and Regional Forecast, 2024-2032

The global toiletries market size was valued at USD 165.50 billion in 2023. The market is projected to grow from USD 173.33 billion in 2024 to USD 263.31 billion by 2032, exhibiting a CAGR of 5.37% during the forecast period. Asia Pacific dominated the toiletries market with a market share of 34.94% in 2023.

Toiletries are personal care items used for hygiene or grooming. These products include items such as soap, toothpaste, shampoo, conditioner, deodorant, and other items used for cleaning or taking care of the body. The increasing inclination of consumers toward personal grooming and hygiene has driven the demand for toilet products, particularly among urban populations. Moreover, consumers are progressively opting for organic and natural personal care products due to their perceived long-term benefits and reduced risk of skin damage from chemicals. This has further increased the overall market's growth. Besides, the availability of small, affordable, and convenient packaging options has boosted sales and made toiletries more accessible to a wider customer base, which is slated to drive the market's share during the forecast period.

The market experienced both favorable and unfavorable impacts as a result of the COVID-19 pandemic. During the initial period of the pandemic, lockdowns and restrictions disrupted manufacturing processes, leading to shortages of certain products. However, during the pandemic, there was a significant surge in demand for hand sanitizers, soaps, and disinfectants as hygiene became a top priority for consumers. Consumers prioritized products that provided health benefits and safety, leading to increased sales of toiletries with added protective features.

Toiletries Market Trends

Inclination Toward Natural and Organic Toilet Products to Upsurge Market Growth

Recently, there has been an increasing demand for toiletries and hygiene products made from natural and organic ingredients, owing to the rising health and safety concerns among consumers. Consumers have become more aware of the potential health risks related to synthetic chemicals found in conventional personal products, such as parabens, sulfates, and phthalates. Moreover, natural and organic products are often associated with sustainable farming practices, ethical sourcing, and environmentally friendly production methods, which attract eco-conscious consumers. Brands that use natural and organic ingredients often emphasize transparency, providing detailed information about the sourcing and benefits of their ingredients, which, as a result, boosts product demand. For instance, in July 2023, Sybron, a supplier of cleaning and hygiene products, introduced 'SySoft Luxury Bamboo Toilet Tissue,' crafted entirely from bamboo and packaged in plastic-free materials.

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Toiletries Market Growth Factors

Increasing Awareness of Individuals about Personal Health and Hygiene to Augment Market Growth

The growing awareness regarding the role of personal hygiene in preventing diseases leads to increased demand for hygiene-related products. As individuals become more familiar with the importance of hygiene for overall health, they are more likely to regularly use toiletry products such as soaps, hand sanitizers, shampoos, and others. Therefore, informed consumers often seek high-quality, effective products that offer better health benefits, driving demand for premium and specialized toiletry products. Moreover, heightened awareness pushes manufacturers to innovate and develop products that cater to specific health and hygiene needs, increasing the global toiletries market share. For instance, in 2021, the World Health Organization (WHO) reported that proper hand hygiene can prevent up to 50% of avoidable infections acquired during healthcare delivery, including those that affect healthcare workers.

Rapid Urbanization Combined with Change in the Lifestyle of the Consumers to Amplify Product Demand

Urban lifestyles are usually fast-paced, leading to a higher demand for useful and time-saving personal care products, including dry shampoos, cleansing wipes, and multi-purpose toiletries. Furthermore, rapid urbanization is often associated with increased economic opportunities and higher disposable incomes, allowing consumers to spend more on cosmetics and hygiene products. With higher incomes, consumers are more willing to invest in premium and specialized toiletries, which boosts the market growth. Besides, there has been a rising demand for travel-sized and portable toiletry products to cater to the growing demand of urban commuters and frequent travelers. This, as a result, increases the demand for convenient toiletry items, fueling the global toiletries market growth. For instance, according to the World Bank, currently, over 50% of the global population lives in urban regions. By 2045, this urban population is estimated to grow by 1.5 times, reaching 6 billion.

RESTRAINING FACTORS

Stringent Regulations and Compliance Requirements for Ingredients and Product Formulations May Restrict Market Growth

Regulations may prohibit or limit the use of certain ingredients, reducing the options available to manufacturers along with dropping the demand for the product among the consumers. Therefore, ensuring compliance with various regional regulations can complicate formulation processes, making it challenging to produce universally standard personal care products. In addition, smaller companies and new entrants may struggle to bear the costs associated with compliances and regulations, restraining market competition and innovation.

Toiletries Market Segmentation Analysis

By Type Analysis

Availability of Different Formats of Bath & Toilet Products to Drive Segment Expansion

Based on type, the market for toiletries has been segmented into skincare products, bath & toilet products, hair care products, and others.

The bath & toilet products segment is estimated to lead the market during the forecast period. The availability of various formats, including bars, liquids, gels, and foams, in this segment caters to different consumer preferences. Moreover, the COVID-19 pandemic has heightened the focus on hygiene, leading to increased use of soaps, hand sanitizers, and disinfectants, fostering segment growth.

The hair care products segment is also expected to achieve a considerable share in the near term. The surging awareness about the importance of haircare for overall health and well-being drives consumers to invest in hair care products, such as shampoos, conditioners, masks, and others. Moreover, continuous innovation in hair nourishing products, including advanced formulations and technologies, attracts consumers seeking effective haircare solutions, boosting segment growth.

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By End-user Analysis

Daily Usage of Toiletry Products By Females to Foster Segment Growth

On the basis of end-user, the toiletries market has been divided into male and female.

The female segment is projected to dominate the market during the forecasted period. The female population typically uses a wider range of toiletry products compared to men, including products for skincare, haircare, and personal hygiene. Besides, many women use a variety of toiletries in their daily routines, leading to consistent and high consumption rates for the products. This, as a result, is slated to boost the segment growth in the long run.

The male segment is also anticipated to hold a substantial share of the market during the forecast period. Recently, there has been a rising awareness among men about the importance of personal hygiene and grooming, leading to increased use of toiletry products. Moreover, advancements in product formulations cater to specific male grooming needs, such as sensitive skin or thicker hair, enhancing the segment's growth.

By Distribution Channel Analysis

Offline Segment to Dominate Due to Instant Availability of Toiletry Products

Under the distribution channel, the market has been segregated into offline and online channels.

The offline segment is predicted to hold the major share of the overall market during the forecast period. Physical stores offer instant availability of personal care products, removing the necessity to wait for shipping or delivery. Moreover, cosmetics retail outlets frequently provide product samples and testers, enabling customers to experiment with new products and make well-informed choices, thus boosting segment growth.

The online segment is forecasted to grasp a significant share in the long run. Online sales channels enable consumers to purchase toiletry products from international brands and retailers. This expands their choices beyond local offerings, allowing consumers to access products not available in their region. Besides, e-retailers frequently offer special promotions, discounts, and coupon codes, which attract price-conscious consumers, thereby improving segment growth.

REGIONAL INSIGHTS

Based on geography, the global market has been split into Asia Pacific, North America, Europe, South America, and the Middle East& Africa.

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In 2023, Asia Pacific acquired the share of 34.94% making it largest in the overall market. Rapid economic expansion in the region is resulting in heightened disposable incomes and increased consumer expenditure on toiletry products. Manufacturers of personal care items adapt their products to cater to the distinct needs and preferences of Asian consumers, providing a diverse selection of personal care products. Moreover, the youth in the Asia Pacific, particularly in nations such as India and Indonesia, places importance on personal grooming and hygiene, thereby stimulating demand for toilet products. For instance, according to the data published by the United Nations (U.N.) Sustainable Development Goals (SDGs), in August 2023, India had the world's largest youth population, with 66% of its population being under the age of 35.

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In North America, the elevated standard of living and disposable income enables consumers to afford to invest more in personal care and toiletry products. Therefore, North American consumers are willing to pay for premium and high-quality personal care products, driving the market growth of toiletry products. Several wellness movements in the region have led to increased consumer interest in self-care and personal hygiene, promoting the market of toiletry products. For instance, in May 2023, the World Health Organization (WHO) initiated the Clean Your Hands Campaign to enhance community efforts in improving hand hygiene, reducing infection risks, and combating antimicrobial resistance in healthcare settings. This campaign guide offers essential information on hand hygiene and provides access to technical resources and training.

Europe is home to diverse cultures and preferences, leading to a wide variety of toiletry products tailored to specific regional tastes and needs. Therefore, toiletry manufacturers in Europe respond to changing consumer preferences by introducing products based on local demand. Besides, stringent environmental regulations in Europe encourage the development and adoption of sustainable practices within the cosmetics industry, driving market growth for eco-friendly toiletry products. For instance, in February 2024, Tork, a Swedish tissue paper producer, launched a range of washroom tissue products made entirely from recycled fibers, providing an eco-friendly option while ensuring increased softness for consumers.

The growth of e-commerce platforms in South America offers consumers suitable access to a wide range of toiletry products, driving market expansion. Besides, rising internet penetration and smartphone usage facilitate online shopping for toiletries, particularly among urban consumers, propelling the region’s growth.

The Middle East & Africa is renowned tourist destinations, drawing millions of visitors annually. This contributes to the demand for toiletry products during their stays, which, in turn, fosters the region's market growth for toiletry products.

KEY INDUSTRY PLAYERS

Continuous Investment of the Companies toward the Expansion of their E-Retailing Portals to Boost Market Growth

E-commerce platforms offer companies the opportunity to tap into a broader audience, exceeding geographical limitations. By investing in these platforms, companies can connect with consumers who might not have convenient access to physical stores, thus broadening their customer reach. Furthermore, through these digital channels, toiletry products can be showcased prominently, amplifying their exposure to potential customers. Besides, employing diverse digital marketing strategies such as targeted advertisements, partnerships with influencers, and social media campaigns allows companies to augment product visibility and draw in more customers. For instance, in April 2023, Unilever PLC created an app to help millions of small-scale retailers in India to enhance their digital business operations. This app aids them in making smarter purchasing decisions, streamlining their daily operations, and boosting their overall business profitability.

LIST OF TOP TOILETRIES COMPANIES:

• Reckitt Benckiser Group (U.K.)


• Unilever PLC (U.K.)


• The Procter & Gamble Company (U.S.)


• Kimberly-Clark Corporation (U.S.)


• Beiersdorf AG (Germany)


• L'Oréal S.A. (France)


• Johnson & Johnson (U.S.)


• Estee Lauder Companies, Inc. (U.S.)


• HCP Wellness (India)


• Shiseido Co. Ltd. (Japan)


• LVMH Moët Hennessy (France)


• The Somerset Toiletry Company (U.K.)


• Kao Corporation (Japan)


• Hunter Amenities (Canada)


• Colgate-Palmolive (U.S.)

KEY INDUSTRY DEVELOPMENTS:

• May 2024 – P&G's Pampers brand introduced its latest innovation, Swaddlers 360 diapers, designed to revolutionize and simplify diaper changes. Swaddlers 360 diapers ensure hassle-free changes with a stretchy, pull-on waistband and easy-tear sides.


• January 2023 - Kimberly-Clark's Kotex brand, a prominent global menstrual hygiene brand, introduced an advanced premium innovation in India known as Kotex Prohealth+ sanitary pads.


• September 2022 – Shiseido Europe S.A., a subsidiary of Shiseido Company, Limited, reached an agreement to purchase all the remaining shares of Gallinée Ltd, a beauty brand headquartered in London.


• July 2022: Unilever's leading laundry brand, Dirt Is Good, launched a newly designed capsule aimed at decarbonizing the laundry process while maintaining excellent cleaning performance.


• July 2022 – Beiersdorf AG, a multinational company headquartered in Germany, released the world's inaugural cosmetic product, 'NIVEA MEN-Climate Care Moisturizer', manufactured using recycled CO₂.

REPORT COVERAGE

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The toiletries market research report analyzes the market in-depth and highlights crucial aspects such as prominent companies, product types, sales channels, and application usage areas. Besides this, it provides insights into the market trends and highlights significant industry developments. In addition to the aspects mentioned earlier, the report encompasses several factors that have contributed to the market's growth over recent years.

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