Toiletries Market SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2024 - 2031)
Toiletries Market SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2024 - 2031)
Toiletries Market is segmented By Product Type (Skin Care Products, Hair Care Products, Oral Care Products, Bath and Shower Products, Deodorants and Antiperspirants), By Distribution Channel (Supermarkets and Hypermarkets, Convenience Stores, Pharmacies and Drug Stores, Online Retailers), By End User (Women, Men, Children), By Geography (North America, Latin America, Asia Pacific, Europe, Middle East, and Africa). The report offers the value (in USD Billion) for the above-mentioned segments.
Toiletries Market is segmented By Product Type (Skin Care Products, Hair Care Products, Oral Care Pr...
Toiletries Market Size - Analysis
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 Size in USD Bn
CAGR5.4%
Study Period
2024 - 2031
Base Year of Estimation
2023
CAGR
5.4%
Market Concentration
High
Major Players
Procter & Gamble Co., Unilever PLC, Johnson & Johnson Services, Inc., L'Oréal S.A., Colgate-Palmolive Company and Among Others
*Disclaimer: Major players are listed in no particular order.
*Source: Coherent Market Insights
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Toiletries Market Trends
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.
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.
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.
Key winning strategies adopted by key players of Toiletries Market
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.
Segmental Analysis of Toiletries Market
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.
Additional Insights of 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.
Competitive overview of Toiletries Market
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.
Toiletries Market Leaders
Procter & Gamble Co.
Unilever PLC
Johnson & Johnson Services, Inc.
L'Oréal S.A.
Colgate-Palmolive Company
*Disclaimer: Major players are listed in no particular order.
Toiletries Market - Competitive Rivalry
Toiletries Market
Market Consolidated (Dominated by major players)
Market Fragmented (Highly competitive with lots of players.)
*Source: Coherent Market Insights
Recent Developments in Toiletries Market
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.
Toiletries Market Report - Table of Contents
RESEARCH OBJECTIVES AND ASSUMPTIONS
Research Objectives
Assumptions
Abbreviations
MARKET PURVIEW
Report Description
Market Definition and Scope
Executive Summary
Toiletries Market, By Product Type
Toiletries Market, By Distribution Channel
Toiletries Market, By End User
Coherent Opportunity Map (COM)
MARKET DYNAMICS, REGULATIONS, AND TRENDS ANALYSIS
Market Dynamics
Impact Analysis
Key Highlights
Regulatory Scenario
Product Launches/Approvals
PEST Analysis
PORTER’s Analysis
Merger and Acquisition Scenario
Global Toiletries Market, By Product Type, 2024-2031, (USD Bn)
Introduction
Market Share Analysis, 2024 and 2031 (%)
Y-o-Y Growth Analysis, 2019 - 2031
Segment Trends
Skin Care Products
Introduction
Market Size and Forecast, and Y-o-Y Growth, 2019-2031, (USD Bn)
Moisturizers
Cleansers
Sunscreens
Hair Care Products
Introduction
Market Size and Forecast, and Y-o-Y Growth, 2019-2031, (USD Bn)
Shampoos
Conditioners
Hair Treatments
Oral Care Products
Introduction
Market Size and Forecast, and Y-o-Y Growth, 2019-2031, (USD Bn)
Toothpastes
Mouthwashes
Dental Floss
Bath and Shower Products
Introduction
Market Size and Forecast, and Y-o-Y Growth, 2019-2031, (USD Bn)
Soaps
Shower Gels
Bath Salts
Deodorants and Antiperspirants
Introduction
Market Size and Forecast, and Y-o-Y Growth, 2019-2031, (USD Bn)
Global Toiletries Market, By Distribution Channel, 2024-2031, (USD Bn)
Introduction
Market Share Analysis, 2024 and 2031 (%)
Y-o-Y Growth Analysis, 2019 - 2031
Segment Trends
Supermarkets and Hypermarkets
Introduction
Market Size and Forecast, and Y-o-Y Growth, 2019-2031, (USD Bn)
Convenience Stores
Introduction
Market Size and Forecast, and Y-o-Y Growth, 2019-2031, (USD Bn)
Pharmacies and Drug Stores
Introduction
Market Size and Forecast, and Y-o-Y Growth, 2019-2031, (USD Bn)
Online Retailers
Introduction
Market Size and Forecast, and Y-o-Y Growth, 2019-2031, (USD Bn)
Global Toiletries Market, By End User, 2024-2031, (USD Bn)
Introduction
Market Share Analysis, 2024 and 2031 (%)
Y-o-Y Growth Analysis, 2019 - 2031
Segment Trends
Women
Introduction
Market Size and Forecast, and Y-o-Y Growth, 2019-2031, (USD Bn)
Men
Introduction
Market Size and Forecast, and Y-o-Y Growth, 2019-2031, (USD Bn)
Children
Introduction
Market Size and Forecast, and Y-o-Y Growth, 2019-2031, (USD Bn)
Global Toiletries Market, By Region, 2019 - 2031, Value (USD Bn)
Introduction
Market Share (%) Analysis, 2024,2027 & 2031, Value (USD Bn)
Market Size and Forecast, By Product Type, 2019 - 2031, Value (USD Bn)
Market Size and Forecast, By Distribution Channel, 2019 - 2031, Value (USD Bn)
Market Size and Forecast, By End User, 2019 - 2031, Value (USD Bn)
U.S.
Canada
Latin America
Introduction
Market Size and Forecast, By Product Type, 2019 - 2031, Value (USD Bn)
Market Size and Forecast, By Distribution Channel, 2019 - 2031, Value (USD Bn)
Market Size and Forecast, By End User, 2019 - 2031, Value (USD Bn)
Brazil
Argentina
Mexico
Rest of Latin America
Europe
Introduction
Market Size and Forecast, By Product Type, 2019 - 2031, Value (USD Bn)
Market Size and Forecast, By Distribution Channel, 2019 - 2031, Value (USD Bn)
Market Size and Forecast, By End User, 2019 - 2031, Value (USD Bn)
Germany
U.K.
Spain
France
Italy
Russia
Rest of Europe
Asia Pacific
Introduction
Market Size and Forecast, By Product Type, 2019 - 2031, Value (USD Bn)
Market Size and Forecast, By Distribution Channel, 2019 - 2031, Value (USD Bn)
Market Size and Forecast, By End User, 2019 - 2031, Value (USD Bn)
China
India
Japan
Australia
South Korea
ASEAN
Rest of Asia Pacific
Middle East
Introduction
Market Size and Forecast, By Product Type, 2019 - 2031, Value (USD Bn)
Market Size and Forecast, By Distribution Channel, 2019 - 2031, Value (USD Bn)
Market Size and Forecast, By End User, 2019 - 2031, Value (USD Bn)
GCC Countries
Israel
Rest of Middle East
Africa
Introduction
Market Size and Forecast, By Product Type, 2019 - 2031, Value (USD Bn)
Market Size and Forecast, By Distribution Channel, 2019 - 2031, Value (USD Bn)
Market Size and Forecast, By End User, 2019 - 2031, Value (USD Bn)
South Africa
North Africa
Central Africa
COMPETITIVE LANDSCAPE
Reckitt Benckiser Group (U.K.)
Company Highlights
Product Portfolio
Key Developments
Financial Performance
Strategies
Kimberly-Clark Corporation
Company Highlights
Product Portfolio
Key Developments
Financial Performance
Strategies
Beiersdorf AG
Company Highlights
Product Portfolio
Key Developments
Financial Performance
Strategies
Estee Lauder Companies, Inc.
Company Highlights
Product Portfolio
Key Developments
Financial Performance
Strategies
Shiseido Co. Ltd.
Company Highlights
Product Portfolio
Key Developments
Financial Performance
Strategies
Kao Corporation
Company Highlights
Product Portfolio
Key Developments
Financial Performance
Strategies
Analyst Recommendations
Wheel of Fortune
Analyst View
Coherent Opportunity Map
References and Research Methodology
References
Research Methodology
About us
Toiletries Market Segmentation
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
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About author
Sakshi Suryawanshi is a Research Consultant with 6 years of extensive experience in market research and consulting. She is proficient in market estimation, competitive analysis, and patent analysis. Sakshi excels in identifying market trends and evaluating competitive landscapes to provide actionable insights that drive strategic decision-making. Her expertise helps businesses navigate complex market dynamics and achieve their objectives effectively.
Frequently Asked Questions :
How big is the toiletries market?
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.
What are the key factors hampering the growth of the toiletries market?
Stringent regulatory compliance and concerns about product safety and certifications are the major factors hampering the growth of the toiletries market.
What are the major factors driving the toiletries market growth?
Growing awareness of personal hygiene and rising health awareness and product innovation are the major factors driving the toiletries market.
Which is the leading product type in the toiletries market?
The leading product type segment is skin care products.
Which are the major players operating in the toiletries market?
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 are the major players.
What will be the CAGR of the toiletries market?
The CAGR of the toiletries market is projected to be 5.4% from 2024-2031.
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