Personal Hygiene Sector Landscape – Consumer Behavior, Innovations, News and Deals Analysis

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Personal Hygiene Market Overview

The personal hygiene market size was valued at $64.4 billion in 2021 and is expected to grow at a CAGR of more than 5% during 2021-2026. Personal hygiene products have played a key role in the fight against COVID-19 and the sector’s sales remain elevated as hyper hygiene-consciousness has not subsided. ​Rising inflation is contributing to sector value increases, driven by the rising cost of raw materials (including palm oil) and energy.

Personal Hygiene Market Overview, 2021-2026 ($ Billion)

Personal Hygiene Market Overview, 2021-2026 ($ Billion)

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The personal hygiene market research report outlines the market trends and consumer behavior impacting the personal hygiene sector and its implications on the industry’s growth. It further explores the evolution of the market post COVID-19, company performance, news, and inspiring product innovation.

Market Size 2021 $64.4 billion
CAGR (2021-2026) >5%
Key Regions Asia, Latin America, West Europe, North America, East Europe, Africa, Middle East & North Africa, and Australasia
Key Product Categories Anti-Perspirants & Deodorants, Bath & Shower Products, and Soap
Key Shopping Channels Online, Brand’s Own Store, Convenience Store, Hypermarkets & Supermarkets, Pharmacies, Department Store, and Open Markets
Key Deal Types Capital Raisings, Mergers & Acquisitions, and Strategic Alliances
Key Players Unilever, Procter & Gamble, Colgate-Palmolive, Donggubat, Happy bath, Shiseido, Ontex, and L’Oreal

Personal Hygiene Market - Innovation Trends

GlobalData has identified five key innovation trends in the personal hygiene market namely, environmental responsibility, wellbeing, cocooning, novel & experimental, and value for money.

Environmental Responsibility: Sustainability as a theme has maintained its importance throughout the pandemic. Consumer expectations for sustainability now go beyond product packaging, and product formulation as well as a company’s production methods are under scrutiny by consumers who are interested in learning about the sustainability of the entire supply chain before making a purchase. This is manifesting in biodegradable formulations, for example, in the personal hygiene sector.

Wellbeing: Awareness of personal health is paramount, driven by the current health pandemic. Consumers seek guidance to inform not only their food consumption, but also which personal care products to purchase to maintain a healthy lifestyle. Products featuring ‘natural’ and ‘clean’ formulations are sought after by consumers who want to limit the amount of ingredients their skin is exposed to. Free-from claims, e.g. fragrance-free, have also maintained their appeal among consumers.

Novel & experimental: Products featuring unique ingredients, fragrances, or formats tap into the consumer desire to experiment. When combined with a rich cultural heritage and/or exoticism, strong potential exists to attract consumers seeking novel products. Opportunity exists for brands to develop products featuring unique ingredient or fragrance combinations, potentially taking inspiration from trending ingredients across the broader health and beauty industry.

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Personal Hygiene Market Segmentation by Region

The personal hygiene market can be segmented into Asia, Latin America, West Europe, North America, East Europe, Africa, Middle East & North Africa, and Australasia based on region. The demand for personal hygiene products is the highest in Asia due to sheer population size and a growing middle class consumer base. Strong volume and value CAGR growth is anticipated during 2022-26, owing to the ‘zero-COVID’ policy present in large markets like China which will drive demand for personal hygiene products to slow virus spread.

Personal Hygiene Market Analysis, by Region

Personal Hygiene Market Analysis, by Region

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Personal Hygiene Market Segmentation by Product

The key product categories in the personal hygiene market are anti-perspirants & deodorants, bath & shower products, and soap. All personal hygiene categories have seen price increases evident across the online channel over the last 12 months. Price increases are being driven by rising inflation due to a surge in demand after the height of the pandemic as well as the more recent Russia-Ukraine war.

Personal Hygiene Market Segmentation by Shopping Channel

The key shopping channels of the personal hygiene market are online, brand’s own store, convenience store, hypermarkets & supermarkets, pharmacies, department store, and open markets. The pandemic has driven rapid adoption of the online channel and its usage remains high. Hypermarkets & supermarkets also remain a key channel for consumers.

Personal Hygiene Market Analysis, by Shopping Channel

Personal Hygiene Market Analysis, by Shopping Channel

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Personal Hygiene Market Segmentation by Deal Type

The personal hygiene market recorded a total number of 114 deals in 2021. Capital raisings represent most of the global deal value, followed by mergers & acquisitions. Strategic alliances remained scarce ​during the year.

Personal Hygiene Market Analysis, by Deal Types

Personal Hygiene Market Analysis, by Deal Types

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Leading Personal Hygiene Market Players

Some of the key players in the personal hygiene market include Unilever, Procter & Gamble, Colgate-Palmolive, Donggubat, Happy bath, Shiseido, Ontex and L’Oreal among others. The Procter & Gamble Co and Unilever Plc are among the largest players in the personal hygiene sector.

Unilever Plc was the largest trademark owner in the personal hygiene sector in 2020. Its Beauty and Personal Care division saw decline in volumes in Q1 2022, compared with the total decline seen across the firm. The essential nature of several of its brands in this division offered some protection against inflation and price rises, with deodorant brands Dove, Rexona, and Axe performing well. However, negative volumes reflect that consumers are cutting back or trading down to an extent.

Key Highlights

  • The personal hygiene sector was resilient throughout the COVID-19 pandemic and will continue to experience growth as consumers highly value health and hygiene.
  • Brands should leverage unique yet ‘natural’ ingredients to appeal to experimental consumers.
  • The online channel continues to present growth opportunities for personal hygiene players.

Reasons to Buy

  • Understand the relevant market and consumer trends that are driving the personal hygiene sector.
  • Gain a broader understanding of the post-COVID-19 environment on the personal hygiene sector and its impact on consumer spending and preferences.
  • Access valuable strategic take-outs in the form of specific opportunities to enhance future decision-making and inform new product development.

Accenture
L’Oreal
Clensta
Unilever
Dove
Rexona
Axe
Lux
Lifebuoy
Colgate-Palmolive
Henkel
Reckitt Benckinser
The Body Shop
Dial
The Ouai
Procter & Gamble
Chantecaille
Beiersdorf
Givaudan
Ontex
Semtech
Shiseido
Cipla
Balea
Biotique
Earth Choi Tashi Bath Roman
Rockingzoo
Olay
Manufaktura Reva Vinna
Happy bath
Donggubat
Softsoap
Waltz 7 etc.

Table of Contents

Table of Contents

Sector Landscapes: Personal Hygiene

1. Industry overview

2. News analysis

3. Shopping behavior

4. Deals analysis

5. Innovation analysis

6. Take Outs

Appendix

Frequently asked questions

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