Personal Hygiene Market

Market Overview

The global personal hygiene market size was valued at USD 565.67 billion in 2022 and is valued at USD 598.54 billion in 2023. It is projected to reach USD 765.56 billion by 2031, growing at a CAGR of 3.9% during the forecast period (2023–2031).

The growth of the market is attributed to increasing recognition of the significance of personal hygiene in preventing disease and preserving overall health and the rise of e-commerce has facilitated consumers' access to a wide variety of personal hygiene products, including imported and specialty items, thereby contributing to market expansion.

Personal hygiene is maintaining one's health and hygiene to prevent infectious diseases, fungi, and other illnesses. Regular hand washing, bathing, brushing your teeth after each meal, trimming and cleaning your nails, and other routines can help you maintain your hygiene. Maintaining proper hygiene protects against a variety of infections and illnesses that are associated with poor cleanliness. In addition, it is a good idea to cover your mouth when you cough or sneeze, dispose of used tissues appropriately and keep the areas where you handle food clean. By using this technique, the transmission of harmful pathogens and other diseases is prevented.

The most common personal hygiene goods are incontinence clothing, face masks, stretchy hats, antibacterial wipes, and alcohol-based hand sanitizers. Maintaining a high standard of personal cleanliness benefits social, emotional, and psychological well-being, self-esteem, and confidence. The rising disposable income and willingness to pay for these products fuel market expansion. The desire to maintain ideal health levels and enhance the quality of life also contributes to the market's growth.

Market Dynamics

What Factors are Influential the Personal Hygiene Market?

• Growing Awareness of the Benefits of Maintaining Cleanliness and Personal Hygiene

Furthermore, a rise in consumer demand for gender-specific hygiene products and a rise in consumer desire for personal beautification fuel demand for personal care products, which boosts the market growth. Furthermore, an increase in consumer preference for multi-faceted personal hygiene and grooming products and the introduction of other multifunctional goods favorably affect the market growth.

In addition, a rise in awareness among individuals in developed regions to enhance health and quality of daily life is anticipated to drive demand for personal hygiene products. Furthermore, increased consumption of products such as sanitary pads, wipes, hand sanitizers, and bath & shower products subsequently drives demand for personal hygiene products. Thus, these factors are expected to increase demand for personal hygiene products and drive market growth.

• Rising Disposable Income and Willingness to Pay for These Products

An increase in disposable income and the rise in healthcare expenditure on personal hygiene pose significant factors driving the personal hygiene market growth. As per the National Health Expenditure Accounts (NHEA), there was around a 4.6% rise in US health care spending in 2018. Global demand for personal hygiene products is growing due to the need to maintain optimal health levels and improve quality of life. According to the Organization for Economic Co-operation and Development (OECD), increased consumerism is causing disposable household incomes to rise globally, which is projected to benefit the market for personal hygiene goods.

Market Restraint:

• Effectiveness of Distribution Channels

Due to the outbreak of the COVID-19 pandemic, most governments worldwide announced strict lockdown measures for consumer goods manufacturing companies, such that most factories were directed to be shut down or operate with a limited workforce. This created massive disruptions in the supply and distribution chain for personal hygiene, thus hampering sales of the products in the market. Once the lockdown measures are lifted, the distribution channels are expected to be re-established; however, a lack of innovation in delivery systems, if not enhanced, is also predicted to affect the sales of personal hygiene products.

Market Opportunities:

• Growth Opportunities in Emerging Markets

Emerging economies of Asia-Pacific and LAMEA serve as lucrative regions for personal hygiene products. Growth of the personal hygiene market is expected to be driven by opportunities in untapped, emerging markets, owing to improved healthcare industry infrastructure, a rise in pharmaceutical and medical device industries, and increased demand for personal hygiene products.

The healthcare industry in emerging economies is developing significantly, owing to augmentation in demand for better-advanced manufacturing systems and significant investments by governments to improve healthcare infrastructure. In addition, pharmaceutical manufacturers are focusing on expansions in developing regions such as India, China, and Japan, owing to increased demand for personal hygiene products.

The US has one of the biggest pharmaceutical markets, and among BRIC nations, China leads the market, followed by Brazil, Russia, and India. Development of pharmaceutical research & medical device industries has been witnessed in the Asian countries, owing to abundant availability of resources. Together, these factors are projected to provide numerous opportunities for market expansion during the forecast period.

Regional Analysis

Region-wise, the global personal hygiene market share is analyzed across North America, Asia-Pacific, Europe, and LAMEA.

Why is Asia-Pacific Projected to be the Most Lucrative Market During the Assessment Period?

Asia-Pacific holds the leading position and is estimated to grow at a CAGR of 4.3% during the forecast period. In the coming years, the healthcare infrastructure in Asia-Pacific is predicted to rise at the quickest rate due to the region's economic growth and increasing corporate and public sector initiatives to raise public awareness of the need for hand cleanliness. Asia-Pacific also has the largest population worldwide—a more significant population is expected to result in increased use of personal hygiene products, which ultimately fuels market expansion. Expanding access to reasonably priced personal care goods also fuels market expansion. 

Europe is the second-largest region and is projected to reach USD 276 billion, growing at a CAGR of 2.8% during the forecast period. This is attributed to increasing cases of chronic infectious disorders, which also raises concerns about personal hygiene in Europe, increasing the demand for soaps and hand sanitizers. European countries turned out to be the most affected by an ongoing pandemic, with 6 out of the top 10 countries with maximum cases and deaths being cornered by the region. Consumer behavior toward maintaining a quality life makes Europe a potential market for innovations and launches in beauty and personal care, boosting the market growth.

The North American personal hygiene market is expected to exhibit continuous growth in the future, owing to high awareness among consumers about hand hygiene. In addition, regulatory authorities such as the FDA and the WHO initiated awareness campaigns to support the use of hand sanitizers in North America. Acknowledging the market potential, giant manufacturers in the US are branching out to launch production lines for hand sanitizers to supplement their segment sales.

Segmental Analysis

The global personal hygiene market share is segmented into product, gender, distribution channel, and region.

• Insights Into Product

Product-wise, the global personal hygiene market growth is classified into Soaps, Hand Sanitizers, Bath & Shower Products, Face Care Products, and Others.

Bath & Shower products are the highest contributor to the market and are estimated to grow at a CAGR of 3.0% during the forecast period. The market is majorly driven by increasing awareness about health and hygiene among people around the world. Moreover, the rise in disposable income of consumers and thus increase in living standards of consumers, leading consumers to opt for more expensive and aesthetically appealing bath & shower products with different fragrances and effective ingredients, further driving the market growth. 

Face Care products are the fastest growing segment. Growing awareness of skin health and hygiene among people is considered an important driving factor for market development. In addition, demand for allergy-safe and specialized products, owing to increased skin problems, such as acne, rashes, and irritation, is projected to augment the market growth. Furthermore, as customers' disposable income and living standards rise, they are opting for more expensive and visually appealing face care products containing various effective substances. Frequent launches of enhanced products, such as seed oil or vitamin-infused face care serums and facewash, have also contributed to the market growth.

Soap is the third-largest segment. Factors such as the need to maintain cleanliness to reduce the spread of diseases caused by unsanitary reasons and limit the spread of germs by washing infectious microorganisms from hands boost the growth of the personal hygiene market. According to a WHO article titled "forgetting to wash your hands cost your life," over 400,000 babies and 30,000 women die each year from infections caused by poor sanitation and hand washing practices. Therefore, increasing awareness regarding personal hygiene due to the outbreak of various infectious disorders such as coronavirus and H1N1 increases the demand for soaps, boosting the personal hygiene market growth.

• Insights Into Gender

Gender-wise, the global personal hygiene market analysis is classified into Unisex, Male, and Female.

The Unisex segment is the highest contributor to the market and is estimated to grow at a CAGR of 3.3% during the forecast period. Rapid growth in the population of both males and females and a rise in demand for various personal hygiene products by both sexes further boost the market growth. In addition, an increase in healthcare expenditure and a rise in disposable income significantly contribute to market growth. Increasing awareness about personal hygiene among both sexes also increases the demand for personal hygiene products and drives market development.

The Male segment is the fastest growing. A rise in male grooming trends and an increase in the need to get rid of body odor post gym, sports activities, or hectic office hours to maintain proper hygiene increases the adoption of personal hygiene products in this segment. In addition, the availability of various brands of male personal hygiene products such as oral hygiene products like toothpaste, shower and bath products like shampoos, conditioners, bath gels, and beard maintenance products in the market also boost the growth of this segment.

The Female segment is the second largest. A rise in the number of working women and increased awareness regarding feminine hygiene increase the adoption of personal hygiene products for women, driving the growth of this segment. In addition, an increase in disposable income in emerging and developed countries has increased the demand for personal hygiene products among women.

• Insights Into Distribution Channel

Distribution channel-wise, the global personal hygiene market forecast is segmented into Retail Pharmacies, Hospital-Based Pharmacies, Supermarkets, and E-Commerce.

The Supermarket is the highest contributor to the market and is estimated to grow at a CAGR of 2.9% during the forecast period. The supermarket is a large retail market that sells food and other household goods and is usually operated on a self-service basis. In the case of supermarkets, they keep running various promotional schemes from time to time in the form of discounts, cash backs, and contests, which, in turn, results in shopping, a rewarding experience that drives the growth of this segment.

E-Commerce is the fastest-growing segment. The coronavirus outbreak has raised awareness of the significance of maintaining good personal hygiene to stop the spread of infection. Public and private groups constantly launch numerous efforts and campaigns to promote the need to maintain personal cleanliness, particularly in emerging nations. This, coupled with strong marketing campaigns by producers of personal hygiene goods like antiperspirants, deodorants, and shower gels to promote a clean and healthy lifestyle, also aids in the market expansion. The growth is also attributed to an increase in preference for online purchasing over traditional methods, an increase in awareness of e-commerce pharmacies, and a rise in several internet users.

Retail Pharmacies, the oldest and most conventional medium for distributing personal hygiene products to consumers, are preferred due to their extensive chain of pharmacies. Further, pharmacists play a critical role in patient education & counseling, drug safety management, medication review, monitoring & reconciliation, detection, control of specific respiratory risk factors, and general health information. In addition, the coronavirus outbreak demands many personal hygiene products, such as hand sanitizers, which are available in retail pharmacies and drive the growth of this segment.

Recent Developments

• June 2022 - A joint venture between Unilever and Genomatica (Geno), a pioneer in biotechnology and sustainability, was established to develop and market substitutes for cleaning components generated from palm oil and fossil fuels. Thousands of ordinary cleaning and personal care products rely on them in their formulas. This project intends to provide more ethically sourced palm oil substitutes to the market in response to the rising demand for palm oil with sustainable sourcing.
• May 2022 - Unilever disclosed that it had signed a contract to buy the majority of Nutrafol, a renowned supplier of hair wellness products. Through Unilever Ventures, Unilever now owns a minority (13.2%) interest in Nutrafol.