Trends in Shower Products

Choosing the right shower gel is an important decision since today showering is about more than just getting clean. According to the Mintel Global New Products Database (GNPD), many new shower gels are now fortified with vitamins, minerals and antioxidants, promoted as offering healthier-looking skin. Others offer multiple benefits, such as anti-cellulite, antiaging, whitening or exfoliating. In addition, consumers are more interested in natural and organic formulations, and various ethical claims are appearing in this market, giving a more holistic feel to products.

The use of botanical and herbal ingredients also remains strong, with popular botanicals/herbs used including moisturizing and hydrating aloe vera, or more exotic ingredients, such as babassu oil and maracuja oil. Products made with ingredients sourced from plants have packaging that explains where in the world the ingredient was sourced in order to prove authenticity to the consumers; for example, natural ingredients from Provence, Australian tea tree oil, Dead Sea mud and French lavender. These plant ingredients are generally well regarded by consumers and seen as safer and gentler on skin than chemical ingredients.


Aromatherapy, or the art of using essential oils from plants to influence someone’s mood, has proved very popular in the shower gel market. Numerous non-food categories, especially the air-care market, have already shifted towards aromatherapy. Homes are becoming sanctuaries for consumers, where they can retreat and unwind from their busy schedules. Bathrooms have become personal spas, with an increasing number of personal care products launched that are inspired by professional salons. With aromatherapy so closely associated with spas, products highlighting the use of essential oils should remain popular as consumers seek new and convenient ways to relax and unwind at home.

The use of aromatherapy essential plant oils allows manufacturers to promote their products as relaxing or energizing. Lavender is often used to help relax, while citrus fruits can help energize.

In China, Huizhou Zhaoting Cosmetics has released Lavender Body Wash under the Outlast brand. It contains lavender extract and claims to sooth senses, relieve tiredness, improve skin texture, enhance the quality of sleep and moisturize the body. Also available in this range is Pomelo Body Wash, a shower gel formulated with pomelo extract, vitamins and active ingredients. It is said to remove free radicals and deep clean, whiten and revitalize the skin. The product is said to promote blood circulation with its refreshing fragrance.

Meanwhile, in United Kingdom, Space.NK has released Energising Shower Gel, a therapeutic shower product that is said to invigorate the mind, uplift the spirit and energize the body. The shower gel is formulated with bay, patchouli and rosewood oils to soothe muscles, bergamot and geranium essential oils to balance emotions, and sweet orange and grapefruit essential oils to energize the body and ease tension.

Popular Fragrances

When it comes to fragrances, many products are inspired by floral and fruity notes. However, more recently some refreshing variants have entered the market, inspired by ocean or marine elements. As seen in other household and personal care categories, many fragrances are starting to take inspiration from food, with rich and indulgent smells.

In Switzerland, Burnus has released Chocolate-Mint Shower Gel under the Kamill Cosmetics brand. It is said to pamper skin with mint extracts and cocoa butter, while milk and gentle cleansing agents are said to keep the skin smooth and supple.

In the United States, Greenbrier International has released Candy Land Shower Gel, which features a cotton candy scent. Also available in the United States, Idelle Labs has released Skin Milk Smoothies Shower Gel Range. These products are made with 5% real milk protein and vitamins A, D and E. Varieties available include: Raspberry Vanilla Cream Swirl; Pear and Green Apple; Peach and Cantaloupe; and Juicy Plum.

Looking to the future, fragrances could be more developed in order to attract consumers’ attention, perhaps with fragrances combining floral notes with fruits, food or seasonal variations.

The Mintel Global New Products Database (GNPD) tracks new product launches, trends and innovations internationally. For additional information regarding GNPD, visit or call Mintel International at 1-312-932-0600.

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