Report Overview

Middle East and Africa Bath and Shower Products Market Industry Trends & Forecast Report, 2030

Middle East and Africa Bath and Shower Products Market size was estimated at USD 2.03 billion in 2023. During the forecast period between 2024 and 2029, the size of Middle East and Africa Bath and Shower Products Market is projected to grow at a CAGR of 4.99% reaching a value of USD 2.73 billion by 2030. Major growth drivers of the Middle East and Africa Bath and Shower Products Market include increasing urbanization, growing urban population, and rising consumer awareness regarding personal hygiene. Economic development and higher disposable incomes contribute to a demand for premium bath and shower products. Also, the region's hospitality industry and tourism sector further stimulates market growth as consumers seek luxurious and innovative bathing experiences. Cultural preferences for grooming and beauty rituals also play a role in driving the market, fostering a robust demand for a diverse range of bath and shower products in the Middle East and Africa.

Bath and Shower Products – Overview

Bath and shower products encompass a diverse range of personal care items designed to enhance hygiene and relaxation during bathing rituals. This category includes soaps, body washes, shampoos, conditioners, and bath salts, catering to individual preferences and skin types. Formulated with various ingredients, such as moisturizers, essential oils, and fragrances, these products cleanse, nourish, and invigorate the skin and hair. Additionally, innovative formulations address specific needs like sensitive skin or hair repair. With a focus on both cleanliness and selfcare, bath and shower products play a crucial role in daily grooming routines, offering a sensorial and rejuvenating experience.

Middle East and Africa Bath and Shower Products Market

Growth Drivers

Surging Awareness about Importance of Personal Hygiene

The Middle East and Africa Bath and Shower Products Market is experiencing robust growth propelled by the surging awareness about the importance of personal hygiene importance. As consumers increasingly prioritize health and wellness, the heightened demand for innovative and specialized bath and shower products. The awareness-driven trend is fostering the adoption of premium and hygiene-focused offerings, driving market expansion. Manufacturers are responding with product innovations, incorporating natural and therapeutic elements. The market's upward trajectory is further fueled by changing lifestyles, urbanization, and a growing middle class population, collectively contributing to a flourishing industry poised for sustained development in the Middle East and Africa.

Surging Demand for Spa-inspired Bath and Shower Products

Amidst the region's burgeoning Bath and Shower Products Market, the growth driver highlights the escalating popularity of spa-like experiences at home. As consumers increasingly seek relaxation and selfcare, there is a notable surge in demand for premium bath and shower products that emulate the tranquility of a spa. The trend reflects a cultural shift towards wellness and indulgence, propelling manufacturers to innovate and cater to the rising consumer appetite for opulent, rejuvenating home experiences. The Middle East and Africa region is witnessing a paradigm shift in personal care preferences, with consumers prioritizing self-pampering and elevating the market to new heights.

Restraints

Cultural and Religious Considerations

In the dynamic landscape of the Middle East and Africa Bath and Shower Products Market, acknowledging and respecting diverse cultural and religious sensitivities is paramount. Adapting product formulations, marketing strategies, and packaging to align with local customs ensures consumer acceptance. Striking a delicate balance between innovation and tradition, companies must be attuned to regional nuances, avoiding any inadvertent offense. The restraint underscores the need for market players to engage in culturally informed practices, fostering inclusivity and strengthening brand loyalty amidst the rich tapestry of the Middle East and Africa's cultural and religious diversity.

Impact of Escalating Geopolitical Tensions on Middle East and Africa Bath and Shower Products Market

Escalating geopolitical tensions in the Middle East and Africa have significantly impacted the Bath and Shower Products Market. Uncertainty and regional conflicts have led to economic challenges, affecting consumer spending and disrupting supply chains. The Russia-Ukraine war further exacerbated the situation by causing global economic instability, triggering inflation and supply chain disruptions. These factors have contributed to a decline in consumer confidence, hindering the growth of the bath and shower products market in the region. The industry faces increased operational costs, supply chain complexities, and a challenging business environment, necessitating strategic adaptations to navigate the volatile geopolitical landscape.

Middle East and Africa Bath and Shower Products Market

Segmental Coverage

Middle East and Africa Bath and Shower Products Market – By Product Type

Based on product type, Middle East and Africa Bath and Shower Products Market is divided into Bath Soaps, Body Wash/Shower Gel, and Bath Additives segments. the body wash/shower gel segment is the largest product type in the Middle East and Africa Bath and Shower Products Market. The segment has experienced significant growth and consumer preference, driven by factors such as convenience, diverse product offerings, and changing hygiene trends. The demand for innovative and fragrant shower gels has propelled the segment to the forefront of the market, reflecting evolving consumer preferences for personalized and luxurious bathing experiences. Therefore, body wash/shower gel stands out as the leading and most prominent segment in the region's Bath and Shower Products Market.

Middle East and Africa Bath and Shower Products Market – By Form

Based on form, Middle East and Africa Bath and Shower Products Market is divided into Solid, Gels & Jellies, Liquid segments. The liquid segment stands out as the largest, dominating the market with its widespread popularity. The convenience and versatility offered by liquid bath and shower products contribute to their significant market share, as consumers across the region prefer the ease of use and diverse formulations provided by liquid products. The segment's prominence reflects a consumer preference for liquid formulations, driving the overall market trends and shaping the regional landscape for bath and shower products in the Middle East and Africa.

Middle East and Africa Bath and Shower Products Market – By End User

By End User, Middle East and Africa Bath and Shower Products Market is divided into Men and Women segments. Women are a leading end user segment. Robust demand for a diverse range of skincare and personal hygiene products among women, coupled with a growing trend of premium and specialized offerings, contributes to the women segment's dominance. Factors such as increasing awareness of grooming routines and a rising emphasis on self-care among women drive substantial market share for women's bath and shower products. The industry continues to witness dynamic growth, with manufacturers focusing on innovative formulations and packaging to cater to the evolving preferences of female consumers in the region.

Middle East and Africa Bath and Shower Products Market – By Distribution Channel

Based on distribution channel, Middle East and Africa Bath and Shower Products Market is divided into Hypermarkets/ Supermarkets, Convenience Stores, and Online Stores segments. The hypermarkets/supermarkets segment holds the highest share in the Middle East and Africa Bath and Shower Products Market. The retail giants offer a wide variety of bath and shower products, attracting a significant consumer base due to convenience and extensive product availability. The hypermarkets/supermarkets segment's prominence is driven by the preference for one-stop shopping and the ability to explore diverse product ranges. While convenience stores and online stores also play crucial roles, the hypermarkets/supermarkets segment remains the primary contributor to market share and consumer engagement in the region.

Middle East and Africa Bath and Shower Products Market – By Country

By region, Middle East and Africa Bath and Shower Products Market is divided into Saudi Arabia, UAE, Qatar, Kuwait, South Africa, Nigeria, Algeria, and Rest of MEA. Saudi Arabia is emerging as the leading region, dominating the Middle East and Africa Bath and Shower Products Market share. The Saudi Arabian market boasts a significant share, driven by increased consumer demand for premium bath and shower products. Factors such as rising disposable incomes, urbanization, and a growing awareness of personal hygiene contribute to the market's robust performance in Saudi Arabia. This segment's dominance is further accentuated by a trend toward premium and innovative product offerings, reflecting the region's evolving consumer preferences. Other key markets in the region, including the UAE and South Africa, also contribute to the market's overall expansion.

Competitive Landscape

Major players in the Middle East and Africa Bath and Shower Products Market include Unilever, Procter & Gamble (P&G), Johnson & Johnson, Henkel, Nabil Sultan Establishment, Binzagr Unilever, Reckitt Benckiser, and L'Occitane International SA. To enhance their market share and expand their reach, these companies are also focusing on investing in innovations, collaborations, and expansions.

Recent Developments

• In April 2021 - Olay Body, a brand by Procter & Gamble, introduced three new body care collection, Olay Premium Exfoliating Body Wash Collection, Olay Cleansing & Renewing Body Care Duo with Retinol, and the Olay Dermatologist Designed Collection.

Scope of the Report

By Product Type

• Bath Soaps

• Body Wash/Shower Gel

• Bath Additives

By Form

• Solid

• Gels & Jellies

• Liquid

By End User

• Men

• Women

By Distribution Channel

• Hypermarkets/ Supermarkets

• Convenience Stores

• Online Stores

By Country

• Saudi Arabia

• UAE

• Qatar

• Kuwait

• South Africa

• Nigeria

• Algeria

• Rest of MEA

1. Research Framework
   1. Research Objective
   2. Product Overview
   3. Market Segmentation
2. Executive Summary
3. Middle East and Africa Bath and Shower Products Market Insights
   1. Industry Value Chain Analysis
   2. DROC Analysis
      1. Growth Driver
         1. Rising disposable incomes
         2. Growing awareness of the importance of personal hygiene
         3. Increasing popularity of spa-like experiences at home
      2. Restraints
         1. Cultural and religious sensitivities
         2. Environmental concerns
      3. Opportunities
         1. Growing e-commerce penetration
         2. Increasing demand for natural and organic products
      4. Challenges
         1. Counterfeit products
         2. Price sensitive market
   3. Technological Advancements/Recent Developments
   4. Regulatory Framework
   5. Porter’s Five Forces Analysis
      1. Bargaining Power of Suppliers
      2. Bargaining Power of Buyers
      3. Threat of New Entrants
      4. Threat of Substitutes
      5. Intensity of Rivalry
4. Middle East and Africa Bath and Shower Products Market Overview
   1. Market Size & Forecast, 2019–2030
      1. By Value (USD Billion)
   2. Market Share and Forecast
      1. By Product Type
         1. Bath Soaps
         2. Body Wash/Shower Gel
         3. Bath Additives
         4. Others
      2. By Form
         1. Solid
         2. Gels & Jellies
         3. Liquid
         4. Others
      3. By End User
         1. Men
         2. Women
      4. By Distribution Channel
         1. Hypermarkets/ Supermarkets
         2. Convenience Stores
         3. Online Stores
         4. Others
      5. By Country
         1. Saudi Arabia
         2. UAE
         3. Qatar
         4. Kuwait
         5. South Africa
         6. Nigeria
         7. Algeria
         8. Rest of MEA
5. Saudi Arabia Bath and Shower Products Market
   1. Market Size & Forecast, 2019–2030
      1. By Value (USD Billion)
   2. Market Share & Forecast
      1. By Product Type
      2. By Form
      3. By End User
      4. By Distribution Channel
6. UAE Bath and Shower Products Market
   1. Market Size & Forecast, 2019–2030
      1. By Value (USD Billion)
   2. Market Share & Forecast
      1. By Product Type
      2. By Form
      3. By End User
      4. By Distribution Channel
7. Qatar Bath and Shower Products Market
   1. Market Size & Forecast, 2019–2030
      1. By Value (USD Billion)
   2. Market Share & Forecast
      1. By Product Type
      2. By Form
      3. By End User
      4. By Distribution Channel
8. Kuwait Bath and Shower Products Market
   1. Market Size & Forecast, 2019–2030
      1. By Value (USD Billion)
   2. Market Share & Forecast
      1. By Product Type
      2. By Form
      3. By End User
      4. By Distribution Channel
9. South Africa Bath and Shower Products Market
   1. Market Size & Forecast, 2019–2030
      1. By Value (USD Billion)
   2. Market Share & Forecast
      1. By Product Type
      2. By Form
      3. By End User
      4. By Distribution Channel
10. Nigeria Bath and Shower Products Market
    1. Market Size & Forecast, 2019–2030
       1. By Value (USD Billion)
    2. Market Share & Forecast
       1. By Product Type
       2. By Form
       3. By End User
       4. By Distribution Channel
11. Algeria Bath and Shower Products Market
    1. Market Size & Forecast, 2019–2030
       1. By Value (USD Billion)
    2. Market Share & Forecast
       1. By Product Type
       2. By Form
       3. By End User
       4. By Distribution Channel
12. Rest of MEA Bath and Shower Products Market
    1. Market Size & Forecast, 2019–2030
       1. By Value (USD Billion)
    2. Market Share & Forecast
       1. By Product Type
       2. By Form
       3. By End User
       4. By Distribution Channel
13. Competitive Landscape
    1. List of Key Players and Their Offerings
    2. Middle East and Africa Bath and Shower Products Market Share Analysis, 2022
    3. Competitive Benchmarking, By Operating Parameters
    4. Key Strategic Developments (Mergers, Acquisitions, Partnerships, etc.)
14. Impact of Escalating Geopolitical Tensions on Middle East and Africa Bath and Shower Products Market
15. Company Profiles (Company Overview, Financial Matrix, Competitive Landscape, Key Personnel, Key Competitors, Contact Address, Strategic Outlook, and SWOT Analysis)
    1. Unilever
    2. Procter & Gamble (P&G)
    3. Johnson & Johnson
    4. Henkel
    5. Nabil Sultan Establishment
    6. Binzagr Unilever
    7. Reckitt Benckiser
    8. L'Occitane International SA
    9. Other Prominent Players
16. Key Strategic Recommendations
17. Research Methodology
    1.   Qualitative Research
       1.  Primary & Secondary Research
    2.   Quantitative Research
    3.   Market Breakdown & Data Triangulation
       1.  Secondary Research
       2.  Primary Research
    4.   Breakdown of Primary Research Respondents, By Region
    5.   Assumptions & Limitations

*Financial information of non-listed companies can be provided as per availability.

**The segmentation and the companies are subject to modifications based on in-depth secondary research for the final deliverable

List of Figures

Figure 1       Middle East and Africa Bath and Shower Products Market Segmentation

Figure 2       Middle East and Africa Bath and Shower Products Market Value Chain Analysis

Figure 3       Company Market Share Analysis, 2023

Figure 4       Middle East and Africa Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Figure 5       Middle East and Africa Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Figure 6       Middle East and Africa Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Figure 7       Middle East and Africa Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Figure 8       Middle East and Africa Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Figure 9       Middle East and Africa Bath and Shower Products Market Share, By Country, By Value, 2019–2030

Figure 10     Saudi Arabia Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Figure 11     Saudi Arabia Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Figure 12     Saudi Arabia Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Figure 13     Saudi Arabia Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Figure 14     Saudi Arabia Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Figure 15     UAE Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Figure 16     UAE Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Figure 17     UAE Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Figure 18     UAE Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Figure 19     UAE Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Figure 20     Qatar Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Figure 21     Qatar Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Figure 22     Qatar Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Figure 23     Qatar Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Figure 24     Qatar Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Figure 25     Kuwait Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Figure 26     Kuwait Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Figure 27     Kuwait Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Figure 28     Kuwait Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Figure 29     Kuwait Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Figure 30     South Africa Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Figure 31     South Africa Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Figure 32     South Africa Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Figure 33     South Africa Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Figure 34     South Africa Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Figure 35     Nigeria Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Figure 36     Nigeria Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Figure 37     Nigeria Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Figure 38     Nigeria Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Figure 39     Nigeria Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Figure 40     Algeria Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Figure 41     Algeria Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Figure 42     Algeria Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Figure 43     Algeria Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Figure 44     Algeria Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Figure 45     Rest of MEA Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Figure 46     Rest of MEA Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Figure 47     Rest of MEA Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Figure 48     Rest of MEA Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Figure 49     Rest of MEA Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

List of Tables

Table 1 Middle East and Africa Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Table 2 Middle East and Africa Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Table 3 Middle East and Africa Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Table 4 Middle East and Africa Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Table 5 Middle East and Africa Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Table 6 Middle East and Africa Bath and Shower Products Market Share, By Country, By Value, 2019–2030

Table 7 Saudi Arabia Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Table 8 Saudi Arabia Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Table 9 Saudi Arabia Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Table 10      Saudi Arabia Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Table 11      Saudi Arabia Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Table 12      UAE Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Table 13      UAE Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Table 14      UAE Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Table 15      UAE Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Table 16      UAE Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Table 17      Qatar Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Table 18      Qatar Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Table 19      Qatar Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Table 20      Qatar Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Table 21      Qatar Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Table 22      Kuwait Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Table 23      Kuwait Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Table 24      Kuwait Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Table 25      Kuwait Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Table 26      Kuwait Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Table 27      South Africa Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Table 28      South Africa Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Table 29      South Africa Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Table 30      South Africa Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Table 31      South Africa Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Table 32      Nigeria Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Table 33      Nigeria Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Table 34      Nigeria Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Table 35      Nigeria Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Table 36      Nigeria Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Table 37      Algeria Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Table 38      Algeria Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Table 39      Algeria Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Table 40      Algeria Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Table 41      Algeria Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Table 42      Rest of MEA Bath and Shower Products Market Size, By Value (USD Billion), 2019–2030

Table 43      Rest of MEA Bath and Shower Products Market Share, By Product Type, By Value, 2019–2030

Table 44      Rest of MEA Bath and Shower Products Market Share, By Form, By Value, 2019–2030

Table 45      Rest of MEA Bath and Shower Products Market Share, By End User, By Value, 2019–2030

Table 46      Rest of MEA Bath and Shower Products Market Share, By Distribution Channel, By Value, 2019–2030

Table 47      Unilever Company Overview

Table 48      Unilever Financial Overview

Table 49      Procter & Gamble (P&G) Company Overview

Table 50      Procter & Gamble (P&G) Financial Overview

Table 51      Johnson & Johnson Company Overview

Table 52      Johnson & Johnson Financial Overview

Table 53      Henkel Company Overview

Table 54      Henkel Financial Overview

Table 55      Nabil Sultan Establishment Company Overview

Table 56      Nabil Sultan Establishment Financial Overview

Table 57      Binzagr Unilever Company Overview

Table 58      Binzagr Unilever Financial Overview

Table 59      Reckitt Benckiser Company Overview

Table 60      Reckitt Benckiser Financial Overview

Table 61      L'Occitane International SA Company Overview

Table 62      L'Occitane International SA Financial Overview

Table 63      Other Prominent Players Company Overview

Table 64      Other Prominent Players Financial Overview