In the United States about 323 million U.S. dollars of bath products were sold in 2018, a figure which has seen a steady increase over the last couple years. Though bath products have been used since humans began bathing, in recent years brands like Lush have brought a fresh new approach to the bath and shower product market with fun and innovative products made with all-natural ingredients. Public interest in brands like these could explain some of the increase in bath product sales in the United States. Superfood ingredients are also showing up more frequently on shampoo and conditioner labels. Shampoos and conditioners containing strawberry saw a sales growth of 107 percent in 2017.
The sheer number of options for bath and shower products can be overwhelming. Not only are they readily available in drugstores and grocery stores, but they can be found at nearly any farmer’s market, and on websites like Etsy. Dr. Teal’s, which is best known for producing Epsom salts, was the top selling bath fragrance and bubble bath brand in the United States in 2018, generating nearly 104 million dollars in sales. However, the brand Bodycology which sells a variety of bath fragrances and bubble bath, saw the highest level of sales growth in that year, at 612.6 percent compared to sales in 2017.
Shower and bath preparations are wildly popular among American consumers. A 2017 survey found that 54 percent of women in the U.S. use bath preparations every day. While a large share of U.S. women cannot recall how much they spend on shower and bath products per year, about 18 percent report spending between 51 and 100 U.S. dollars. Some of the most popular bath and shower brands among U.S. women are Dove, Bath & Body Works, Olay, and Suave.