Global bath and body market hits US$44.3 billion

Lockdowns and restrictions have rebooted the market.

There’s always winners in any crisis.

Lockdowns and restrictions worldwide have rebooted the bath and body market, reports Euromonitor International.

The researcher fingered the elevation of self-care during the coronavirus pandemic as the core driver of 7.6 per cent growth in the category to US$44.3 billion.

The US is by far the biggest market with a value of US$9.4 billion, backed by a 9.3 per cent growth spurt this year.

India is the second largest market – US$3.7 billion – followed by China (US$3.6 billion), Brazil (US$2.4 billion) and Japan (US$2.2 billion).

The escalated demand for hand sanitisers and hand creams has been the dominant force in the upsurge, followed by increased consumer interest in at-home spa treatments, wellbeing rituals and relaxation.

There are drawbacks to the success that fly in the face of other mega-trends in the beauty and cosmetic industry, however.

The increased use of plastic for containers and closures for hand washes, shower gels and body lotions remains a challenge for manufacturers.

More water usage is also under scrutiny.

Sustainability might not have been high on the priority list for consumers as it was before the pandemic, but it will come back,  says Matt Maxwell, Strategic Insight Director for Kantar, the world’s leading data insights and consultancy company.

“Going forward, more brands will need to think about how they can combine sustainability with hand hygiene.”

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