The bath and body care category is having a major moment. Consumers are focusing on the skin below the neck as their interest in health and wellness grows amid the global pandemic. Beauty brands are following suit by catering to these mindful consumers with products that move into the next frontier of intimate care, self-care and functional body care.
Bath and body care fared well in 2022. According to data from The NPD Group, U.S. prestige skin care sales totaled $1.6 billion in the first quarter of 2022 with an 11% year-over-year gain, while prestige skin care sales accelerated slightly to 12% in the second quarter of 2022, totaling $1.7 billion. In both quarters, body care sales grew at a faster rate than facial skin care sales.
The popularity of the bath and body care category is no passing fad. The global skin care body products market was valued at $26.93 billion in 2021 and is expected to expand at a compound annual growth rate of 5.9% from 2022 to 2028, according to a research report from Grand View Research.
Meanwhile, the luxury bath and body products market is expected to grow from $13.28 billion in 2021 to $21.66 billion in 2026, with a compound annual growth rate of 9.7%, according to a new study from ReportLinker. The report credits the growth in the luxury bath and body products market in part to more people engaging in self-care trends and the rising demand for luxury lotions, shower gels and body wash.
Intimate Skin Care
Intimate care is one area of the bath and body care segment that is gaining momentum in the beauty industry in general. Research from Future Market Insights found that the global market for women’s intimate care products is expected to grow from $27.73 billion in 2022 to $38.43 billion by 2030, expanding at a compound annual growth rate of 4.1%. Women’s intimate care products currently account for about a 17% share in the global skin care market, according to the report, which was released in July 2022.