United Arab Emirates (UAE) Bath and Shower Market Overview, 2029

From glittering gold-infused shower gels to refreshing herbal bath soaks, the UAE bath and shower products market is a treasure trove of indulgence, as every drop tells a story of luxury and culture. The UAE bath and shower products market has witnessed significant growth, which has been driven by higher urbanization and an emerging middle-class population with higher disposable income. On the other hand, if emphasis is also placed on the halal factor, the trend has experienced a sustained growth momentum recently. Of particular interest is the hotbed of development that has emerged in Dubai for new naturals, organic, or halal beauty brands, as well as for regional seeding of international naturals brands and naturals spa services. In terms of perspective of retailers, some specialist shops will appear and more of these types of beauty stores, and such a preferential growth should most likely come from other channels, such as spas, pharmacies, and more and more online - this may be a channel that could give this market a tremendous boost. Where consumers of the UAE tend to pay for high-quality products with some perceived value and luxurious experiences over price, there is a greater preference for natural and organic ingredients with higher usage of warning labels if poisonous chemicals are involved. Eclectic profiles of fragrances to accommodate the multicultural make-up of consumers also tend to lead demand in all fragrance categories, from classic Arabic fragrances to modern floral and fruity notes. Sustainability is a powerful trend in the UAE bath and shower products market, driving both consumer purchasing decisions and brand-level approaches. Brands are embracing sustainability packaging solutions that enhance biodegradable and recyclable materials rather than adverse environmental-related products. Ethical sourcing is profound, focusing on fair trade and sustainable agriculture, with transparency of sustainability activities leading to consumer trust and loyalty.

According to the research report “UAE Bath and Shower Products Market Overview, 2029," published by Bonafide Research, the UAE Bath and Shower Products market is anticipated to grow at more than 7% CAGR from 2024 to 2029. With e-commerce, the way people shop has changed in the UAE as these platforms provide easy access and choices while shopping for bath and shower products. E-commerce malls like Noon and Amazon.ae have increased consumers' reach to such an enormous set of products. Social media marketing is also one of the chief impellers of brand awareness and consumer engagement through influencer posts that may contain a product by providing tutorials and reviews. AI technologies-driven personal experiences in shopping would further improve the consumer journey. Health and wellness focus in the UAE is highly influencing the bath and shower products market. Consumers look for relaxation and rejuvenation from aromatherapy-infused products and it also impacts their overall well-being. Moreover, there is an increasing demand for dermatologically specific products, like dry skin and sensitivity, and hence the brands are developing new formulations rich with actives. It is also influenced culturally in that the behavior of consumers and the development of products in the UAE are strongly influenced by cultural factors. The bathing ritual remains an important function, so there is a need to have products that contain local ingredients and fragrances. The celebration of cultural events such as Eid and Ramadan raises giving of presents which means anything in the form of bath and shower products are in very high demand. As such there are more propelling forces for brands in this industry to produce special offers in limited edition packaging for these occasions. Though the market is booming in the UAE, the market still faces other challenges such as economic fluctuations that might alter consumer spending styles. As regulation compliance forms an important aspect, safety in the product goes hand in hand with local law compliance by the brands. Another challenge for differentiation is market saturation, where it becomes a race and one will have to show the world something innovative regarding marketing or the product itself.

Differentiation by product type trends - specifically in the categories of bath soaps, body wash/shower gels, and bath additives are found in the UAE bath and shower products market. Bath soaps are market leaders by being more widely available and owing to consumer preference towards traditional cleaning soaps. Bath soaps in the UAE market are in good demand due to their availability in a variety of fragrances and formulations, which suit local demands for luxury and quality, making international brands and local producers closely competing in terms of using quality ingredients and unique fragrances to cater to the culturally diverse section of the population. Fastest-growing category in body wash/shower gels reflects a shift in consumer habits towards liquid cleansers that offer convenience and an enhanced sense of experience. More demand for body wash is present in the current market because consumers are getting increasingly more concerned with personal hygiene and wellness issues, especially post-COVID-19. Brands have innovated new formulations with natural ingredients, moisturizing elements, and tempting fragrances. The hot climate of the UAE also compels consumers to seek refreshing experiences in showering, thereby driving the body washes' appeal. Bath additives, such as bath oils and salts, are also on the upswing as consumers want the convenience of spa-like experiences in the home. this can be fueled by rising disposable incomes and an interest in self-care rituals. for product lines offering therapeutic benefit or sensory indulgence- such as aromatherapy oils, skin-nourishing additives-there is growing attraction. Looking ahead, there is also growing interest in eco-friendly and halal-certified bath additives.

The UAE bath and shower products market is growing dynamically in three primary forms, namely, solids, liquids, and gels/jellies. Solids refer to the traditional bar soaps, which are still highly sought after, primarily due to their reasonable prices and broad acceptability. Liquid products may thus have gained prominence during these years, but the share of solid forms remains more dominant in the market, with customers increasingly opting for time-tested products and value-for-money products. Body washes and shower gels are the most liquid products available today in the market and dominate the market. For convenience and flexibility, consumers have often wanted to opt for body washes and shower gels. The market has grown significantly as consumers have begun to shift preference toward higher luxury and personalization in bathing products. Ease of usage and wider formulations to suit multiple skin types and needs are the reasons why liquid products dominate the shelves of consumers' stores in the UAE. The second trend is toward premium offerings. More and more consumers are looking for higher-quality ingredients as well as innovative features within their bath products. Gels and jellies have become an entirely new category, with unique textures and moisturising properties, offering an interesting sector for the younger consumer seeking new forms for a showering experience. Demand is also fuelled by trends for natural and organic goods and the use of fragrances to enhance sensory appeal.

The UAE bath and shower products market is dynamic and growing through various channels of distribution. Supermarkets and Hypermarkets continue to remain the most significant players in the sector. The retail majors offer personal care products under one roof-the supermarket and hypermarket. Bath and shower products are also available here, making them the first point of contact for many shoppers. They attract price-sensitive customers as they offer various promotions and discounts. Hence, these majors have been further consolidating their position in the market. It is because of high footfalls that these stores are able to succeed well; these act as handy one-stop shops for a variety of brands and product choices. Convenience stores are also important in the distribution landscape. They cater to customer groups that wish to shop in a hurry and who need access to the most necessary items to clean and bathe in a hurry. Strategically located in urban areas, convenience stores enhance their appeal to on-the-go customers. Though they are critical, they are less comprehensive than those of supermarkets and hypermarkets. The online stores segment is very strong, mimicking a global e-commerce trend, including the feel of ordering from home. This will lead to advantages from consumer access to niche products and usually lower overhead costs than high-street retailers, thus featuring very competitive pricing. The others category consists of specialty retailers and pharmacies, primarily concentrating on specialty bath and shower products, frequently being premium or organic. This is a growing area as the health-conscious consumer starts to pursue natural ingredients in personal care. Market niching here indicates that consumers are increasingly seeking eco-friendliness and wellness, among other such factors.



Women lead the segment as such bath and shower product markets within the United Arab Emirates. There are a number of key factors that influence the segment position for women in the UAE. Firstly, a growing number of expansive skincare and personal care regimes from the women themselves have been observed in the UAE. Bath and shower products abound in their variety-some for use in cleaning, others designed for exfoliating, and others to moisturize, and women apply them. A growing awareness of self-care and wellness has led women to invest specifically in product lines that cater to their unique needs, for example body washes infused with natural ingredients, exfoliants, and shower gels that moisturize, which are effective for showering. Marketing strategies for specific target customers highlighting the benefits of self-care and wellness significantly resonate with female consumers in the UAE. The products are influenced by promotional agents, social media campaigns, and celebrity endorsement to deliver an emotional connects with the audience. Other notable categories are those for men, under the bath and shower category, focusing on male grooming and self-care. These are relatively lesser in demand but are growing in UAE. Male grooming is becoming the biggest area of interest among men due to changing societal norms and celebrities and media to whom they look up. It has increased the demand for men's products. Men's bath and shower products are mostly functional with convenience as the theme, for example, all-in-one body wash and shampoos, which appeal more to the practicality of men consuming them. Other important drivers of this segment are growing awareness of the importance of skin health amongst men. Brands are responding to this trend with products that address particular needs of men like oil control, acne prevention, or hydration. Media and celebrities play a great role in popularizing use of specialist grooming products among men in the UAE as well.


Considered in this report
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• Bath & Shower market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Activity
• By Product Type
• Bath Soaps
• Body Wash/Shower Gel
• Bath Additives

By Form
• Solids
• Liquids
• Gel/Jellies

By Distribution Channel
• Supermarkets
• Convenience Stores
• Online Stores
• Others

By End User
• Women
• Men

The approach of the report:
This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Bath & Shower industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.