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The face wash market is poised to expand at a CAGR of 5.46%, showing a YOY growth of 5.16%. The market size is expected to surge by USD 8.38 billion within the fragmented market structure during the 2023-2028 period.
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 face washes 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 face wash market during the forecast period.
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Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Increasing per capita income and changing purchase behavior are notably driving the 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 wash. 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 global face wash 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 global face wash market during the forecast period.
Growing preference for organic face washes is an emerging trend shaping the market growth. The demand for natural and organic face 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 for face washes 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 of face washes are focusing more on offering natural and organic face washes.
Moreover, venturing into organic face washes helps manufacturers differentiate their products. Organic face washes are devoid of petrochemicals, sulfates, and parabens. Also, natural and organic face washes 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 global face wash 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 global face wash market during the forecast period.
The market research 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 report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Global Face Wash Market 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 research 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.
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 global face wash 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 for face wash, 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 global face wash market. The demand for facial care products, including face wash, 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 face wash 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 of face wash and the increasing middle-class population with high disposable income are expected to fuel the demand for face wash in China during the forecast period.
The COVID-19 pandemic adversely impacted the operations of retailers in APAC in 2020. As the employees working in retail stores were also exposed to the high risk of getting COVID-19, retailers in APAC either worked with a limited workforce or temporarily closed their stores as per the government guidelines, which adversely impacted the revenues of companies. To survive in the competition, vendors promoted online sales through third-party e-commerce players, such as Amazon.com Inc. and eBay Inc. Since people in developing countries, such as India and China, faced job losses and salary cuts, they preferred to procure low-cost face wash, such as private-label face wash products. Overall, the face wash market in APAC will witness considerable growth during the forecast period.
The face wash market 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.
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Face Wash Market Scope |
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Report Coverage |
Details |
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Page number |
155 |
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Base year |
2023 |
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Historic period |
2018 - 2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 5.46% |
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Market Growth 2024-2028 |
USD 8.38 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
5.16 |
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Regional analysis |
APAC, North America, Europe, South America, and Middle East and Africa |
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Performing market contribution |
APAC at 51% |
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Key countries |
US, China, Japan, UK, and Germany |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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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 |
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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 |
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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. |
We can help! Our analysts can customize this market research report to meet your requirements.
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
Research Framework
Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.
INFORMATION SOURCES
Primary sources
Secondary sources
DATA ANALYSIS
Data Synthesis
Data Validation
REPORT WRITING
Qualitative
Quantitative
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