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The face wash market is poised to grow by USD 8.38 billion, accelerating at a CAGR of 5.46% between 2023-2028.
Face washes are designed to be mild and gentle, helping to cleanse the skin without stripping it of its natural oils or causing irritation. The demand for natural and organic soaps for face is increasing due to increased health consciousness among consumers of personal care products across the world. It has also been noted that working women tend to spend more on personal care products. Thus, the rising percentage of working women globally is driving the global market during the forecast period.
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In the ever-evolving beauty industry, the e-commerce sector has become a hub for discovering and purchasing a diverse range of products, including facial cleansers. Consumers are increasingly drawn to natural products crafted from plant-derived oils, seeking gentle and nourishing formulations for their skincare routine. Brands are responding to this demand with continuous innovation, developing new and improved formulations that harness the power of nature. The integration of plant-derived oils into facial cleansers reflects a commitment to providing effective yet gentle skincare solutions, driving the trend towards natural beauty products in the digital marketplace.
Increasing per capita income and changing purchase behavior are notably driving market growth. The increasing per capita income, especially in developing countries, is the main reason for the growing disposable income of people in the region. In 2021, China's disposable per capita income for Q1 rose by around 13.7% compared with the same period in the previous year. Owing to high disposable income, consumers have the financial freedom to spend more on non-essential goods such as personal care products such as face soap. In recent times, emerging economies in APAC have been experiencing a change in consumer purchasing behavior and habits. Apart from the high discretionary income, high brand penetration, and availability of a wide range of products on online portals are influencing the purchase behavior of consumers. This is adding to the growth of the market.
Moreover, the relative growth in disposable personal income in developed countries such as the US is also contributing to a rise in consumer spending. Thus, the high price does not deter consumers from buying them, owing to their higher disposable income. It has also been noted that working women tend to spend more on personal care products. Thus, the rising percentage of working women globally is driving the market during the forecast period.
Growing preference for organic face washes is one of the major market trends. The demand for natural and organic washes is increasing due to increased health consciousness among consumers of personal care products across the world. Issues such as skin irritations, face allergies, nerve damage, dark marks, and other skin-related problems have increased the demand that are free from synthetic ingredients. Organic face washes are made from plant extracts, natural oils, and other natural ingredients such as sunflower oil, jojoba oil, aloe vera, turmeric, and olive oil. The manufacturers are focusing more on offering natural and organic face soaps.
Moreover, venturing into organic washes helps manufacturers differentiate their products. Organic face washes are devoid of petrochemicals, sulfates, and parabens. Also, natural and organic face soaps adhere to rigorous standards of purity, which are set by the governments of different regions. Consumers trust the brand, which will drive the global market during the forecast period.
The easy availability of counterfeit products is a significant challenge hindering market growth. The influx of counterfeit products into the market is growing, especially through e-commerce platforms. The availability of counterfeit goods is adversely affecting the sales of major vendors in the market. This is a major threat to the established vendors, as it hampers the goodwill and image of the manufacturers. Low production cost is a key factor that encourages the production of counterfeit personal care products such as face wash. These products are sometimes contaminated with petrochemicals and other harmful chemicals during the manufacturing process.
However, consumers are often misled by fake products with packaging and product names similar to those of established brands, especially in APAC countries such as China, India, and Thailand and Middle Eastern countries such as the UAE, Saudi Arabia, and Qatar. Therefore, the influx of counterfeit products will negatively affect the genuine vendors' profit margins as well as the growth of the market during the forecast period.
The market research and growth report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the market growth and forecasting report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Amway Corp.- The company offers face wash under the brand Attitude
The market growth analysis report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
In the realm of skincare, consumers are increasingly gravitating towards organic natural products, seeking formulations that are gentle on the skin and environmentally friendly. This trend is further fueled by the influence of beauty influencers, who advocate for the benefits of using natural ingredients. Botanical extracts are gaining prominence for their nourishing properties and effectiveness in addressing various skincare concerns. The accessibility of these products on e-commerce platforms facilitates their widespread adoption. As rising awareness of the importance of clean beauty grows, the demand for skincare products featuring botanical extracts continues to surge.
The offline segment is estimated to witness significant growth during the forecast period. Personal care products, including face wash, are mostly sold through the offline distribution channel, which includes retail formats such as specialty stores and hypermarkets, supermarkets, convenience stores, and warehouse clubs. This channel also includes drugstores, salons and spas, department stores, and medical care institutes. These retail formats help in generating most of the global market's revenue.
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The offline segment was the largest and was valued at USD 16.88 billion in 2018. Factors such as business expansions and a rise in the number of hypermarkets, supermarkets, convenience stores, and warehouse clubs of major retailers add to the sales growth of these retail formats and significantly contribute to the growth of the market. The wide popularity of these retail stores helps beauty and personal care product manufacturers extend their consumer bases. Global retailers operating through these retail formats continue to benefit from geographically dispersed and expansive networks of stores. Consumers find it beneficial to shop from such retail stores, owing to attractive discount offers and schemes. Such factors are expected to increase the adoption of offline channels, which will propel the growth of the market in focus during the forecast period.
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APAC is estimated to contribute 51% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. APAC dominates the market. The demand for facial care products, including face soap, will witness a surge in APAC. The reason for the growth of the market in this region is rapid urbanization and rising disposable income in developing countries such as China and India. The dense population in the region, coupled with the rising demand for personal grooming products among both male and female consumers, will likely drive the market in APAC over the next five years. The strong demand for products mostly stems from countries such as India, China, and Japan. Moreover, the demand for green products is on the rise, as consumers have a greater preference for herbal products, which will likely boost the sales of natural facial care products during the forecast period. Himalaya Wellness Co (Himalaya) is a vendor that offers natural products in India.
In addition, the increasing adoption of customized skincare products, such as Skincraft, a brand that provides customized facial care products in India, is also expected to enhance the use of branded facial care products in the region. Factors such as high awareness among people about the availability and benefits and the increasing middle-class population with high disposable income are expected to fuel the demand in China during the forecast period.
The market is witnessing a surge in demand, driven by concerns over pollution, UV rays, and excess oil accumulation leading to skin issues like rash, acne, and burns. With social media and online retailing shaping consumer behavior, advertisements play a pivotal role, promoting both organic and chemical variant face washes. Incorporating technology and natural ingredients like herbs, medicinal plants, and vitamins, these products offer solutions for various skin concerns. Small sachets cater to rural populations, while brand endorsements by social media creators influence purchasing decisions. Emphasizing hygiene and health habits, this product promise a radiant glow, capturing the attention of diverse demographics.
The market forecasting report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2018 to 2028.
Market Scope |
|
Market Report Coverage |
Details |
Page number |
155 |
Base year |
2023 |
Historic period |
2018 - 2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 5.46% |
Market Growth 2024-2028 |
USD 8.38 billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
5.16 |
Regional analysis |
APAC, North America, Europe, South America, and Middle East and Africa |
Performing market contribution |
APAC at 51% |
Key countries |
US, China, Japan, UK, and Germany |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
Alchemee LLC, Amway Corp., Beiersdorf AG, Bloomtown Ltd., Christian Dior SE, Emami Ltd., Helios Lifestyle Pvt Ltd., Himalaya Global Holdings Ltd., Honasa Consumer Pvt. Ltd., Johnson and Johnson, Kao Corp., Khadi Natural, LOreal SA, Mountain Valley Springs India Pvt. Ltd., NAOS, Natura and Co Holding SA, Oriflame Cosmetics S.A., Shiseido Co. Ltd., The Body Shop International Ltd., The Estee Lauder Companies, The Honest Co. Inc., The Procter and Gamble Co., and Unilever PLC |
Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the forecast period |
Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Distribution Channel
7 Market Segmentation by End-user
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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