Bath & body products include both day-to-day products necessary for personal hygiene and luxury self-care products that make a person feel confident in their body. Consumers seek products that will help them take control of their health, both mentally and physically.
This category will balance the desire for indulgence with a need for functionality as living costs and environmental concerns influence discretionary beauty spending.
With this in mind, it’s worth exploring how the global beauty market is shifting concerning bath & body, as well as how businesses can capitalize on this shift in preferences to boost their sales.
The market for bath & body
The global luxury bath & body market is expected to reach $28.65 billion by 2030. Body lotions and creams will continue to be the most significant portion of the bath & body market; it’s believed to maintain a 35% market share until 2030. Body oils will have the next biggest market share and are projected to grow at a compound annual growth rate of 8%.
Bodycare routines spiked during lockdown measures, with 33% of adults using body and hand care products more frequently than before the pandemic. These routines will continue to help people feel in control of their physical and mental health in the coming years.
The increase in body lotion sales is driven by the ‘skinification’ of bodycare as people extend skincare practices and make them an essential part of their self-care routine. Google Trends saw a 140% increase in searches globally for ‘retinol body lotion.’ On TikTok, #SpiritualBath gained 28.2 million views, with a 150% increase in searches between 2020 and 2022.
Trends for bath & body products
Bath & body marketing is changing as people’s priorities shift and bath & body becomes a big part of people’s everyday self-care routines. Here are the bath & body trends that will boost the market between now and 2025.
Waterless washing is important for people across the globe for two reasons. UNICEF estimates that 3 in 10 people worldwide cannot wash their hands with soap and water in their homes. Secondly, a rise in the cost of living globally has resulted in many people seeking to reduce housing costs; utilities are one cost that people can control.
Bring-your-own-water formats of bath & body products help reduce fuel emissions and costs during transportation due to lighter weight and less packaging, which can help protect the environment.
Intentional bodycare: bath & body for self-care
Self-care is the intentional act of protecting one’s own physical and mental well-being. Self-care became increasingly important due to the lockdown measures, and bodycare was a significant part of many people’s self-care routines. Many people started to follow 3 to 5-step bodycare or skin care routines that they’ve maintained, as well as using soothing products like bath bombs.
Another aspect of bodycare that has become increasingly important is artful body tools that facilitate self-massage and promote relaxation.
Body biome: the ‘all-over facial’
People are taking skincare beyond the face and are prioritizing taking care of the entire body. Body facials, in particular, aim to protect and rebalance the skin’s natural functions and improve the skin’s natural barrier.
A product of people taking skincare ‘beyond the face’ is the destigmatization of caring for intimate body parts. This results in products that specifically address concerns such as stretch marks and encourage good breast health.
The skin on the breasts is thinner and more delicate, making it more prone to wrinkle and sagging. Anti-aging products targeting the breasts have become a major focus, with global Google Trends searches for ‘boob lotion’ increasing 60% between June 2021 and 2022.
One trend used to fortify the skin’s barrier is body slugging. The process of body slugging involves using an oil-based emollient applied over a moisturizer for intense hydration. This trend has become so popular that videos of body slugging have reached over 1.2 million views on TikTok.
When the skin’s essential barrier function becomes damaged due to frequent washing, the skin begins to show signs of redness, inflammation, and dehydration. Skin rewilding is a trend that focuses on returning skin to its balanced state through green chemistry and organic biotech.
Driven by a desire for self-improvement, people are beginning to use biohacking bathing to optimize wellness. One of the latest trends in bath & body is products focusing on biohacking, aiming to improve sleep, mood, focus, and immunity.
More than ever, people prioritize their health and well-being while attempting to reduce the need for costly professional medical services. Bath & body products that promote immunity support to help prevent illness or speed up recovery have gained attention from consumers.
A good night’s sleep is vital to a person’s overall physical and mental wellness. Many bathing products have focused on improving sleep quality by reducing anxiety and stress, promoting relaxation, and encouraging deep sleep.
Sense & sensuality: empowering sexual health
Sexuality and sexual wellness are becoming less of a taboo subject, and more people seek products that improve their sexual well-being. It’s predicted that body products focusing on sexual empowerment will be valued at $45 billion by 2026. A study by Tenga noted that 71% of Americans used sexual pleasure as a form of self-care during self-isolation, and it’s predicted this will continue to be an essential aspect of people’s ongoing self-care routine.
Products that boost libido and empower sexuality appeal to consumers looking to reconnect with themselves and their partners.
Family safe: clean and safe products for all
In 2025, Gen Z will make up the majority of first-time parents, and they will be more eco-minded parents who choose products that help their families and the planet. This means prioritizing ‘family safe’ products made with natural ingredients. These include mild soaps and fun bathtime products that are safe for kids.
In the past, parents tended to purchase products specifically designed for their young ones, but nowadays many new parents around the globe are experiencing a cost of living crisis, so they are seeking cost-efficient products the whole household can use.
Safe and clean products also focus on preserving the planet for the next generation. This not only includes products made with natural ingredients that are safe for the environment and ethically sourced but also packaging that is reusable and/or made from recycled and recyclable material.
Boost your inventory with bath and beauty products
The beauty industry is evolving when it comes to bath & body products. To be competitive, brands must incorporate bath & body trends that align with their consumers’ shifting preferences and buying patterns.
This would mean adopting easy-to-use, effective, and efficient products that promote physical and mental wellness and a positive connection with the body. People also seek luxury products at a cost-effective price point. By capitalizing on these trends, brands can ensure they’re well set up for the years to come!