The toiletries market is estimated to be valued at USD 174.42 Bn in 2024 and is expected to reach USD 251.65 Bn by 2031, growing at a compound annual growth rate (CAGR) of 5.4% from 2024 to 2031. Changing lifestyles and increasing awareness about skin and hair care have been fueling the demand for premium toiletries. The toiletries market has been witnessing a consistent growth in the past few years.

Market Driver - Growing Awareness of Personal Hygiene

With improving lifestyle and increasing disposable income, people are paying more attention to personal hygiene and grooming. With busy work schedules and active lifestyles, appearance has become an important way for people to feel put together and project a favorable impression. This has had a major impact on growth prospects of the toiletries market.

Products that promise radiant, youthful skin are particularly appealing since they validate self-care routines and reassure consumers that their investments are paying off. Companies carefully crafting messaging around confidence, self-esteem and outer beauty find eager customers.

Bath and shower gels, body washes and cream promise not just to cleanse but to nourish, tone and revitalize the skin. Facial creams and serums target specific concerns like aging, blemishes and discoloration, appealing to individuals' vanity.

Hair care items help tame unruly locks, lend shine and manageability. Oral care goes beyond brushing to include whitening, strengthening and fresh breath. Nail paints and foot creams complete the portrait of a well-groomed individual.

These factors are likely to influence upcoming trends in the toiletries market.

Market Driver - Rising Health Awareness and Product Innovation

Consumers today are increasingly health-conscious and informed about ingredients and products. At the same time, people want multi-functional products that simplify routines and save time. This dual pull towards natural remedies and efficiency is driving brands in the toiletries market to re-evaluate.

Natural and organic personal care taps into anxieties around pollution, endocrine disruption and other modern-age health issues. Plant-based, minimal ingredient ranges cater to this consumer segment. Technology enables customized toiletries based on specific needs through custom blending, solid-to-foam conversions or ingredient alteration. Modular products allow control combining active serums, moisturizers and protective creams.

Sustainability is another buzzword finding resonance. Brands in the toiletries market emphasize reduced packaging, post-consumer recycling schemes and eco-friendly formulations. Stories around responsible sourcing gain traction. Healthcare applications of toiletries expand as ingredients prove anti-bacterial, anti-fungal, or therapeutic for conditions like acne, eczema and psoriasis.

Multi-tasking daily essential toiletries integrate wellness herbs, vitamins, and supplements for extra skincare and haircare benefits. Innovation addressing emerging consumer priorities around health, customization and environmentalism acts as a significant tailwind for the toiletries market.

Market Challenge - Stringent Regulatory Compliance

One of the major challenges faced by players in the toiletries market is stringent regulatory compliance. Being consumer products, toiletries such as soaps, shower gels, shampoos etc. are subjected to extensive regulations to ensure consumer safety.

Manufacturers need to ensure their products adhere to various quality and composition standards set by regulatory bodies. Frequent changes in these standards also require companies to continuously reformulate products. This leads to increased R&D and compliance costs for companies.

Furthermore, obtaining necessary regulatory approvals for new products is a lengthy process. This delay in time-to-market puts companies at a disadvantage compared to larger players who have more resources for compliance. Strict penalties for non-compliance further pressures small and medium businesses. Ensuring a robust quality assurance system to meet evolving standards thus poses an operational and financial burden on manufacturers in the toiletries market.

Market Opportunity - Rising Eco-friendly Grooming Products

The increasing consumer preference for sustainable products presents a major opportunity for players in the toiletries market. Environmental awareness among consumers has grown significantly in recent years. There is rising demand for toiletries that are produced using natural, plant-based ingredients and eco-friendly packaging materials.

Companies are innovating their product ranges to meet this demand. For example, more brands are introducing shampoo bars instead of liquid shampoos to reduce plastic waste. Natural soaps made of shea butter or coconut oil are also gaining popularity. Even mainstream players are focusing on green formulations and recyclable packing.

This fast-growing segment of eco-friendly grooming products allows toiletries companies to charge a premium and improve their brand image. It allows them to attract environmentally conscious young consumers. By innovating sustainable products, toiletries brands can capitalize on this marketplace shift towards ethical consumption choices.

Focus on product innovation and constant new launches: Players like Unilever, Procter & Gamble, L'Oreal and others have found consistent success through constant product innovation and new launches in the toiletries segment. For example, when facial cleansing became a major trend in 2018, L'Oreal launched its Garnier SkinActive Micellar Cleansing Water range with micellar technology.

Leverage celebrity endorsements: Celeb endorsement is a proven strategy adopted by top brands. For example, in 2019 P&G roped in Alia Bhatt as the brand ambassador for its brand Vicks. Vicks saw a 12% growth in revenue that year mostly attributed to the successful ad campaign featuring Alia Bhatt.

Focus on niche segments and targeted campaigns: Players also focus on niche segments through targeted campaigns. For example, when Beardo launched in 2015 focusing exclusively on male grooming, it saw success catering to the then untapped male segment.

Strategic acquisition: Top players also focus on acquiring emerging brands catering to unique segments to expand portfolio. For example, in 2019 Unilever acquired men's grooming brand Dollar Shave Club for $1 billion given its success in the segment.

Insights, By Product Type: Growing Focus on Personal Care and Appearance

In terms of product type, skin care products are projected to account for 32.7% share of the market in 2024, owing to the growing focus on personal care and appearance. There has been a significant rise in consumers' willingness to spend on skincare items to maintain healthy and youthful looking skin.

The increasing pollution levels and long-term impact of environmental stressors have made consumers more aware about taking care of their skin through proper cleansing, moisturizing and protection. The wide availability of innovative products such as serums, face masks and anti-aging creams from premium brands is drawing many consumers towards skincare.

Moreover, the rising influence of social media and digital beauty influencers promoting skincare routines have boosted the desirability of these products. The growing working women population with enhanced spending power also sees skincare as an important part of self-care and lifestyle. Going forward, the skincare category is expected to witness strong growth on the back of increasing health and beauty consciousness among urban consumers.

Insights, By Distribution Channel: Supermarkets and Hypermarkets Translate into End Users’ Convenience and Accessibility

In terms of distribution channel, supermarkets and hypermarkets are expected to hold 46.2% share of the market in 2024, owing to convenience and accessibility. Located in prominent areas, supermarkets and hypermarkets have emerged as one-stop shops for all toiletries and personal care needs of consumers. Their large store formats stock a wide assortment of both national and private label brands across categories under one roof. This saves consumers' time and effort of visiting multiple small outlets.

Moreover, supermarkets offer busy consumers the flexibility to purchase all their necessary toiletries during weekly grocery trips. Several loyalty programs and discount schemes also make these outlets an attractive shopping destination. Rising retail infrastructure and proliferation of organized retail outlets in tier 1 and 2 cities have further increased consumers' dependence on supermarkets for daily and periodic stock-ups.

Insights, By End User: Women’s Focus on Self-Care

In terms of end user, women contribute the highest share of the market owing to their focus on self-care and grooming. Women tend to use a variety of toiletries on a daily basis as part of their personal care regime including cleansers, moisturizers, hair care products and deodorants. They regard such products as essential for maintaining appearance and confidence.

Changing lifestyle patterns coupled with greater financial independence have made women more invested in their health and looks. There is also a significant focus on beauty and cosmetic products through online content and social media that has boosted demands. Working women seek multi-functional items that fit their busy schedules as well. Hence, women remain the key target segment among end users driving significant sales across toiletries market.

• Urbanization Trends: Urban populations are driving the demand for advanced personal hygiene products, especially in densely populated cities.
• Government Initiatives: India's WHO Global Centre for Traditional Medicine aims to promote natural grooming products.
• Technological Integration: AI-driven chatbots like PeePal by Pee Safe enhance customer hygiene education.
• Asia Pacific Market Growth: The Asia Pacific toiletries market is expected to grow from USD 59.59 Billion in 2023 to USD 106.05 Billion by 2034, at a CAGR of 5.37%.
• Female Market Share: Females held the dominant share in 2023 due to higher usage of toiletries across categories such as skincare and hair care.

The major players operating in the toiletries market include Procter & Gamble Co., Unilever PLC, Johnson & Johnson Services, Inc., L'Oréal S.A., Colgate-Palmolive Company, Reckitt Benckiser Group, Kimberly-Clark Corporation, Beiersdorf AG, Estee Lauder Companies, Inc., Shiseido Co. Ltd., and Kao Corporation.

• In May 2024, Procter & Gamble launched Swaddlers 360 diapers, focusing on convenience with a stretchable waistband.
• In July 2023, Unilever launched a new line of biodegradable shampoos and conditioners under its Love Beauty and Planet brand. This initiative aims to cater to eco-conscious consumers and reduce environmental impact by ensuring that all ingredients in these products break down into their basic components shortly after use, minimizing harm to aquatic ecosystems.
• In May 2023, Procter & Gamble (P&G) announced advancements in sustainable packaging, specifically introducing refillable containers for several toiletries. This initiative aims to reduce plastic waste and aligns with P&G's broader sustainability goals, which include significant commitments to minimizing single-use plastics.

• By Product Type
  • Skin Care Products
    • Moisturizers
    • Cleansers
    • Sunscreens
  • Hair Care Products
    • Shampoos
    • Conditioners
    • Hair Treatments
  • Oral Care Products
    • Toothpastes
    • Mouthwashes
    • Dental Floss
  • Bath and Shower Products
    • Soaps
    • Shower Gels
    • Bath Salts
  • Deodorants and Antiperspirants
• By Distribution Channel
  • Supermarkets and Hypermarkets
  • Convenience Stores
  • Pharmacies and Drug Stores
  • Online Retailers
• By End User
  • Women
  • Men
  • Children