United States Body Wash Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

The United States body wash market size reached around USD 19.68 Billion in 2024. The market is projected to grow at a CAGR of 5.50% between 2025 and 2034 to reach nearly USD 33.62 Billion by 2034. The market is driven by the increased consumer spending on premium and specialized body wash products, continuous innovation of products.

United States Body Wash Market Growth

According to data from the U.S. Census, e-commerce sales accounted for 15.6% of total retail sales in the United States in 2023. This figure is projected to increase and reach to 16.6% by the end of 2024 and reach 20.6% by 2027. The rising sales of body wash can be significantly attributed to the expansion of e-commerce, which improves consumer access to a wide range of products. Furthermore, e-commerce platforms facilitate the growth of subscription services, enabling consumers to receive regular deliveries of their favourite body wash brands. The convenience of online shopping, combined with targeted promotional strategies, further drives the rising demand for body wash.

Additionally, packaging also plays a key role in captivating consumers and promote brand visibility. Different brands are taking productive efforts to manufacture products with recyclable and biodegradable packaging, thereby leading to the United States body wash market development.

As per the United States body wash market analysis, eco-friendly body wash products are gaining traction as consumers increasingly prioritise sustainable and natural ingredients. These body washes often feature organic, plant-based components and avoid harmful chemicals. Sustainable body washes provide an effective and responsible approach to personal hygiene while adhering to environmental and ethical standards.

Key Trends and Developments

The United States body wash market growth can be attributed to increasing focus on sustainability, increasing awareness of health and hygiene, and rising product innovation.

May 2024

Dove, a brand under Unilever introduced a new tiered portfolio, highlighted by the launch of its most advanced body wash collection to date - Dove Advanced Care Body Wash. The development of the new Dove Advanced Care range was informed by comprehensive qualitative research that revealed two specific occasion-based needs within the care segment: 'Gentle Care Seekers' and 'Enhanced Moisturisation Seekers.'

March 2024

Olay, a brand under Procter & Gamble Co. unveiled its most significant advancement in cleansing and skincare with the launch of the new Indulgent Moisture Body Wash collection. The proprietary multi-layer formula of Olay Indulgent Moisture offers a luxurious lather experience while effectively supplying rich moisturisers and Vitamin B3 to the skin.

March 2023

Johnson's introduced a sensitive care body wash and shampoo, along with a sensitive care baby face and body cream, as components of its sensitive care product line. This line was developed by Johnson's Baby to feature formulations that incorporate sunflower oil and Pro-vitamin B5.

Increasing Focus on Sustainability

The increasing consumer interest in sustainable and eco-friendly products, particularly biodegradable and cruelty-free body washes, has prompted companies to implement sustainable practices. These initiatives encompass the provision of refillable packaging and the formulation of products devoid of harmful chemicals, thereby attracting environmentally aware consumers.

Increasing Awareness of Health and Hygiene

The growing recognition of the importance of personal hygiene and skincare is fuelling the demand for body washes. Nowadays, consumers are gravitating towards skincare products that are gentle, hydrating, and hygienic for the skin, thereby leading to the United States body was market growth.

Transition to Body Wash from Bar Soaps

The shift in consumer preference from conventional bar soaps to body washes is largely attributed to their convenience, moisturising benefits, and the rising awareness regarding hygiene. Nowadays, consumer demand for body washes is rising due to their enhanced properties and ability to provide large benefits to the consumer.

Rising Influence of Social Media

One of the notable United States body wash market trends is the expansion of the social media platforms. Social media platforms and beauty influencers have played a crucial role in raising awareness and promoting body washes.

Rising Product Innovation and Diversity

The launch of innovative formulations, such as natural, organic, and fragrance-free body washes, has significantly expanded the market. This growth caters to consumers seeking tailored options for sensitive skin and for those who are environmentally conscious.

United States Body Wash Market Trends

Organic, natural, and environmentally friendly items are becoming more and more popular among customers these days. People are looking for products that fit with their values and lifestyle choices as a result of rising knowledge of sustainability and health issues. As customers grow more aware of how their decisions affect the environment and their health, they are also influencing purchase decisions by demanding transparency in the sourcing of ingredients and favouring packaging that is environmentally friendly. Furthermore, luxury body washes, which are distinguished by their high-quality ingredients and unique scents that enhance the bathing experience, are becoming popular. Customers are willing to spend money on premium goods that offer self-care and delight in addition to a practical use.

United States Body Wash Industry Segmentation

The report titled “United States Body Wash Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:

Breakup by Application

• Children
• Adults

Breakup by Distribution Channel

• Supermarkets and Hypermarkets
• Convenience Stores
• Specialty Stores
• Online
• Others

Breakup by Region

• New England
• Mideast
• Great Lakes
• Plains
• Southeast
• Southwest
• Rocky Mountain
• Far West

United States Body Wash Market Share

Based on the distribution channel, the online segment is projected to grow at a CAGR of 6.9% during the forecast period of 2025-2034. Online retail distribution channels are more prevalent than offline channels in the United States body wash market due to a number of several factors. The two primary factors that influence consumers to make purchases online are accessibility and ease. Online merchants can assess product compatibility and efficacy based on skin type and preferences according to consumer feedback and ratings.

A wide range of body wash brands and products are easily accessible in supermarkets and hypermarkets, making it easier for customers to buy these items as part of their routine grocery shopping. This ease-of-use increases market penetration and generates steady revenue. To accommodate a variety of consumer tastes, these retail formats provide a large selection of body wash options, ranging from high-end brands to more affordable options.

Leading Companies in the United States Body Wash Market

Major players in the market are focusing on sustainable manufacturing practices to gain a competitive edge in the market and improve United States body wash market outlook.

Johnson & Johnson

Established in 1886 and headquartered in New Jersey, United States, Johnson & Johnson stands as a prominent figure in the healthcare sector, specialising in personal care, medical devices, and pharmaceuticals. Notable body washes under its umbrella include Neutrogena and Aveeno, particularly recognised in the skincare market.

L’Oréal S.A.

L’Oréal S.A. was founded in 1909 and is headquartered in Clichy, France. The company is a leading entity in the cosmetics and beauty sector. The company provides a diverse range of products, including skincare, body care, hair care, and makeup, featuring renowned body wash such as Lancôme and Garnier.

Unilever plc

Established in 1930 and headquartered in London, United Kingdom, Unilever is a significant player in the consumer utilities market. The company manufactures a variety of products, including food, beverages, and personal care items.

Procter & Gamble Co.

Procter & Gamble Co. was founded in 1837 and is headquartered in Ohio, United States. The company is a global consumer goods corporation and is well-known for its extensive portfolio which includes personal care, health, and cleaning products.

Other major players in the United States body wash market are Colgate-Palmolive Co., L’Occitane International, The Avon Company, and Molton Brown Limited, among others.