Toiletries Market Size, Share and Trends 2024 to 2034

Toiletries Market Size and Forecast 2024 to 2034

The global toiletries market size is expected to be valued at USD 174.42 billion in 2024 and is anticipated to reach around USD 294.57 billion by 2034, expanding at a CAGR of 5.38% over the forecast period 2024 to 2034. Market demand is propelled by urbanization and changing lifestyles, while sustainability trends and diverse self-care products contribute to the growth of the toiletries market.

Toiletries Market Key Takeaways

• Asia Pacific accounted for the largest share of 36% in 2023.
• North America is anticipated to witness the fastest growth in the market during the forecasted years.
• By type, the bath & toilet products segment contributed the biggest market share of 34% in 2023.
• By type, the hair care products segment is anticipated to witness considerable growth in the market during the forecast period.
• By end-user, the female segment held the dominant share of the market in 2023.
• By end-user, the male segment is projected to witness the fastest growth in the market during the forecast period. 
• By distribution channel, the offline segment led the global market in 2023.
• By distribution channel, the online segment is projected to witness the fastest growth in the market during the forecast period.  

Asia Pacific Toiletries Market Size and Growth 2024 to 2034

The Asia Pacific toiletries market size was exhibited at USD 59.59 billion in 2023 and is projected to be worth around USD 106.05 billion by 2034, poised to grow at a CAGR of 5.37% from 2024 to 2034.

Asia Pacific accounted for the largest share of the toiletries market in 2023. In developing countries, the population of people living in cities such as India, China, and Indonesia has grown. The increasing disposable income, as well as the rising standards of the urban population, is leading to an increase in consciousness regarding raising personal standards. The needs stimulated by rapid urbanization and the growing individual health awareness of personal hygiene and beauty products have driven demand in the market. Also, the increased use of social networks and beauty standards has increased the Gen Z population and increased demand for various toiletries.

• In April 2022, the government of India declared the establishment of the WHO Global Centre for Traditional Medicine at Jamnagar, Gujarat. The government also announced the policy of Ayush visas for internationals to get treatment according to ancient systems in India. These factors will help improve the availability of natural hair care products, so demand will also improve during the forecast period.
• 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.

North America is anticipated to witness the fastest growth in the toiletries market during the forecasted years due to the growing awareness of personal care and related hygienic products among consumers. There is also an increasing demand for premium and natural products and an increased emphasis on e-commerce. The rising standards of the urban population are leading to an increase in consciousness regarding raising personal standards. 

• In May 2023, WHO started the Clean Your Hands Campaign to accelerate community-friendly actions toward infection prevention and hand hygiene promotion, antimicrobial resistance prevention, and infection risk reduction in healthcare facilities. This campaign guide offers information on hand hygiene basics and provides access to technical resources and training.

Market Overview

Toiletries are daily use personal care products used for cleaning and grooming purposes. Toiletries products are used in the enhancement of appearance and odor of the human body including hair care, skin care, and dental care. The advantages of personal care products include anti-aging, skin hydration, anti-inflammation, anti-oxidant, and anti-pollution. The toiletries market has steadily grown over the years due to an increase in customer awareness of personal hygiene and health. The key trends are the need for nature-derived and organic products, sustainability, and exciting packaging.

How can AI advance the Toiletries Market? 

The use of artificial intelligence is to fuel the toiletries market. AI and augmented reality (AR) in beauty technologies are drastically redesigning brand and customer experiences. They use simple calculations for each skin type, problem, and taste, making brands create suitable solutions. Currently, through skin type, purchasing behavior, concerns, and interests, the AR has elevated skincare regimens. The algorithms can identify the state and state of specific skin, including texture and moisture, as well as potential issues such as acne, melasma, wrinkles, and others.

• In May 2024, Pee Safe, a leading personal hygiene and wellness brand, announced the launch of PeePal, an AI-driven chatbot. Thus, PeePal not only changes the process of shopping for personal hygiene products but also teaches consumers how to maintain sanitation and hygiene properly.

Toiletries Market Growth Factors

• Rising Health Awareness of the use of body and facial cleaners and other products has contributed to raising the requirements for toiletries.
• Product Innovation of new products and the increased use of natural and organic products.
• The developments of online shopping offer wider access and flexibility to increase consumers.
• Rapid urbanization and changing lifestyles are impacting the growth of the toiletries market.

Market Scope

Market Dynamics

Drivers

Growing awareness of personal hygiene 

Developing and maintaining good personal hygiene is crucial for a healthy body and mind, and it significantly impacts the dynamics of the toiletries market. Personal hygiene involves practices to maintain cleanliness and well-being. It involves taking care of our bodies, the environment, and daily routines to avoid coming into contact with harmful pathogens. Factors such as increased urban population, growing competition, and higher consumer expectations are influencing the demand for more lifestyle products.

Urbanization trends 

In areas such as large cities where society is more inclined to socialize and late parties in places such as hotels, cafés, theatres, etc, consumers here are more receptive to developing advanced grooming habits compared with consumers in rural areas. Moreover, players in the toiletries market are interested in these areas because internet connectivity is relatively high, and the necessary amenities exist. Besides that, consumers’ disposable income is comparatively higher than it is in the rural areas. Higher disposable income and emergent improvement in the standard of living are also the reasons for the increase in demand for personal care products.

• The World Bank estimated that more than 50% of people are living in urban areas. By 2045 this urban population is expected to increase by 1.5 times and reach 6 billion people.

Restraint

Stringent regulatory compliance

When products come into direct contact with sensitive customer tissues, it is crucial to control the quality and safety of toiletries. There are certain regulations governing Ingredient safety, and these include the major regulatory bodies that supervise production, including the U.S. Food and Drug Administration, the European Commission, and Health Canada. Also, many products require safety tests in order to achieve necessary certifications, especially concerning the emissions of substances like fragrance. Governmental restrictions are more important for sustainability in sourcing and packages. 

Opportunity

Rising eco-friendly grooming products

Consumers in the toiletries market have an increasing need for natural, sustainable, and grooming toiletries, which has contributed to this new trend.  This proposed that more and more consumers are buying products from the green range due to toxic chemicals used in synthetic personal care products. These natural ingredients not only provide environmental benefits, but also resonate with the increasing consumer focus on health and wellness.

• In July 2023, Sybron introduced SySoft Luxury Bamboo Toilet Tissue, a product that is formed from bamboo and non-plastic packaging.
• In February 2024, Tork entered the washroom tissue market with a new product range of fully recycled fibers to bring sustainable and improved softness to the consumer.

Type Insights

The bath & toilet products segment contributed the biggest share of the toiletries market in 2023, owing to increased consciousness about the benefits of hygiene and self-care. The ongoing focus on health has spurred demand for essential items like soaps, body washes, and sanitizers.  Also, advancements have been made in product formulation, including organic and natural growing markets. Additionally, the trend towards self-care and luxury experiences contributed to the growth of interest in premium bath products.

• In December 2023, Harpic unveiled a ‘self-sticking’ toilet block, heralding a new self-standing sustainable brand experience with a focus on hygienic, lasting freshness.

The hair care products segment is anticipated to witness considerable growth in the toiletries market during the forecast period. Hair care products help men and women maintain their hair health and cleanliness and protect them from damage. The product is shampoo, conditioner, oil, serum, and others, which is used in nourishing hair and comes in liquid, gel, cream, and lotion form. Now, people start getting grey hair at a much earlier stage in their lives than the earlier generation, and hair fall has become much more common. The key factors triggering these issues have been changes in diet, pollution, rising stress levels, and the use of chemical-based hair care products.

• In April 2022, Shahnaz Husain Group expanded its portfolio of herbal products by launching both hair care and skin care products. In this, it launched hair cleansers and hair oils using natural ingredients such as sandalwood, jasmine, rose, aloe Vera and almond. Additionally, to support and promote research into and the development of traditional and natural products.

End-use Insights

The female segment held the dominant share of the toiletries market in 2023. Females tend to utilize more toiletries than males, toiletries that take care of the skin, hair, and private parts. Both in appearance and personal care, women have greatly influenced trends in skincare, hair, and body care. Growing beauty consciousness and consequent beauty routines and demand, coupled with rising disposable income.

• In August 2024, Jukebox, the women's personal care brand that offered clean, nourishing handmade soaps and natural deodorants, announced its first major retail launch, entering all Walmart stores nationwide and on Walmart.com.

The male segment is projected to witness the fastest growth in the toiletries market during the forecast period. Men’s grooming had been a category with a small product portfolio that included razors, blades, and deodorants. However, in the last decade, this trend experienced disruption as men started to become increasingly aware of maintaining good hygiene levels and staying groomed. All this put pressure on companies to produce products that meet the needs of men. Gen Z and Gen Alpha are population groups that are greatly responsible for increasing the demand of the market.

• According to Euromonitor International’s Economies and Consumers Data, this age group accounts for around 50% of the total male population in the country and is projected to offer strong potential for growth in men’s grooming.

Distribution Channel Insights

The offline segment led the global toiletries market in 2023, owing to the high purchase of these products through offline channels, which includes retail formats such as specialty stores, hypermarkets, supermarkets, convenience stores, and warehouse clubs. Physical retail store outlets presented an opportunity for easy accessibility of products that were tested and compared. In the same way, promotions and knowledgeable staff kept increasing the engagement of customers and the importance of offline shopping and e-commerce.

The online segment is projected to witness the fastest growth in the toiletries market during the forecast period.  A rapidly expanding e-retail business is causing the expansion of online distribution channels in developing and developed economies globally. Due to this, there has been a tremendous influence on the toiletries market because of the convenience of shopping on the internet. The availability and affordability of international brands, coupled with easy doorstep deliveries, have greatly heightened online grooming toiletries purchasing spree. Marketing through social media and specific promotions added more to brand awareness. Social media has become a gradually significant platform for brands to showcase their products.

• According to a data report, Russia was home to 106.0 million social media users in January 2023, equating to 73.3% of the total population.

 Toiletries Market 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.)

Recent Developments

• In May 2024, P and G's Pampers brand announced its Swaddlers 360 diapers. Swaddlers 360 diapers are convenient to use and fit well on baby’s waist due to the stretchable waistband that can be pulled on easily the diaper also has sides that are tear away easily.
• In January 2023, Kimberly-Clark Corporation launched a premium sanitary product in its portfolio in India, Kotex Prohealth sanitary pads.
• In September 2022, Shiseido Europe S.A. owned by Shiseido Company, Limited grasped an agreement to purchase all the remaining shares of Gallinée Ltd, a beauty brand headquartered in London.
• In July 2022, Unilever's leading laundry brand, Dirt Is Good, unveiled it was targeting a cleaner future imbued with a lower carbon footprint.
• In July 2022, Beiersdorf was a German company launched the world’s first-ever cosmetic product called the ‘NIVEA MEN-Climate Care Moisturizer’ manufactured using recycled CO2.

Segments Covered in the Report

By Type

• Skincare Products
• Hair Care Products
• Bath & Toilet Products
• Others

By End-user

• Male
• Female

By Distribution Channel

• Online
• Offline

By Geography

• North America
• Asia Pacific
• Europe
• Latin America
• Middle East & Africa