Global intimate wash care products market is projected to witness a CAGR of 4.5% during the forecast period 2024-2031, growing from USD 8.34 billion in 2023 to USD 11.83 billion in 2031. Factors contributing to the growth of the intimate wash care products market are consumers’ preference for hypoallergenic and dye-free intimate washes, increasing awareness of usage of gynecologist and dermatologist-tested products, rising demand for therapeutic intimate washes, and increase in the awareness about the importance of personal hygiene.
The increase in urinary tract infections and consumers’ preference for the prevention of infections such as bacterial vaginosis, vaginal yeast infections in women, and balanitis in men is further increasing the usage of intimate wash care products among consumers, fostering market growth. Additionally, the intimate skin being sensitive is inducing the manufacturers to develop washes which are free from harsh chemicals and are gentle on the skin. It propels the growth for dermatologically and gynecologically tested products, PH balanced, fragrance-free, sulfates and paraben-free, and dye-free intimate washes.
For instance, Uqora launched a vulva cleanser for women, which is developed to wash the intimate area without making any compromise on vaginal health. The product helps keep the pH of the intimate area low and manages overall urinary health, providing relief for UTIs. The formulation of the product is clean, free from fragrances, essential oils, and pH disruptors, further appealing to the consumers.
Intimate washes are highly demanded by women due to increasing awareness of feminine hygiene products and the need to maintain comfort and hygiene during the postpartum period, as during and immediately after pregnancy, women are vulnerable to infections.
Prolonged and regular usage of intimate washes might lead to skin sensitivities and allergies; thus, consumers are increasingly demanding hypoallergenic and gentle intimate washes which are ideal for sensitive skin.
Online distribution channels are growing at a higher pace over offline retail due to the convenience in purchasing. The e-commerce retailers offer delivery service at the doorstep which offers convenience to the consumers, driving the market growth.
Prevention of Infection Inducing to Consumers to Demand Intimate Washes
Intimate wash care products are in high demand among consumers, whether men or women, due to their ability to reduce the risk of infection as they help consumers maintain cleanliness. Infections such as yeast infections and bacterial vaginosis in women and balanitis in men arise due to consumers’ negligence of cleanliness of intimate parts, thus, such intimate wash care products help the consumers in preventing the overgrowth of harmful bacteria and fungi. It appeals to the consumers to supplement the market growth exponentially.
According to a study by the United States National Library of Medicine in May 2024, bacterial vaginosis ranges from 20% to 60% across various regions, being most common in parts of Africa and least common in Asia and Europe. In the United States, the rate of bacterial vaginosis is around 30%. Moreover, its study in July 2022 points out that balanitis is common among men, affecting approximately 3-11% of the male population.
Intimate wash care products are formulated with special ingredients that help the consumers maintain a healthy microbial balance in the intimate area, promoting well-being. For instance, various intimate washes are formulated with lactic acid, which helps maintain the naturally acidic environment of the area and prevents the growth of harmful bacteria. Some intimate washes include natural antiseptics, such as chamomile extract and tea tree oil, which contain antimicrobial properties which helps in combating the infection without the disruption of beneficial flora of the area. Thus, intimate wash care products for men and women significantly prevent common genital infections while ensuring overall intimate health and comfort.
pH Balanced Intimate Washes to Gain Popularity Among Consumers
pH-balanced intimate washes are preferred by consumers to promote the overall health of the intimate area. Maintaining the pH levels of the intimate parts is important for protection against infections. Products that are not designed to be pH-balanced can disrupt the body’s acid balance, leading to irritation, dryness, and a higher rate of infections, such as yeast infections and bacterial vaginosis. The pH-balanced intimate washes, built to replicate the intimate area’s natural acidity, support the body’s natural defense mechanism, inducing the consumers to demand such products. The inclination of consumers towards maintenance of health and well-being supplements the market growth.
In addition, pH-balanced intimate washes often contain milder ingredients free from harsh chemicals, dyes, and fragrances that irritate. The gentler formulation enhances comfort and is suitable for sensitive skin, which is common in intimate areas, contributing to a growth trajectory.
In February 2024, Antevorta launched The Hydrating Intimate Cleansing Gel, a pH-balanced cleanser to address consumer problems such as dryness, irritation, and odor. The pH-balanced intimate wash strips off the buildup of harmful odor-causing bacteria without disrupting the natural self-cleansing system.
Women to Hold a Greater Market Share
Intimate wash care products are more often used by women than men due to their physiological needs for maintaining hygiene. Women have a more complex genital anatomy than men, which requires more specific care to preserve health and prevent infections. Thus, intimate wash care products are demanded by women more often.
The vaginal area has a natural pH balance, which is required to be maintained to prevent diseases such as bacterial vaginosis and vaginal yeast infections. Hygienic solutions support keeping the balance and promoting good health, making intimate washes a preferred choice among women. For instance, in April 2024, pH-D Feminine Health announced its retail launch at Walmart, making its intimate washes more accessible to women across the United States. The Boric Acid Sensitive Foam Wash helps the women in taking care of their vaginal health.
Also, the cultural and social norms have led to a greater focus on feminine hygiene than masculine hygiene, resulting in a higher demand for feminine hygiene washes. Marketing and advertising substantially impact women’s products, focusing on women’s health concerns and the importance of using such products as hygiene items.
The manufacturers have been innovating intimate washes to address different requirements of women, such as daily washes, period-care washes, post-partum washes, etc., offering women a wider range of products to choose from. For instance, in September 2022, ZROY introduced their first product specially developed for daily intimate wash for women. The product caters to the problem of antibacterial reliance and skin allergy. It has incorporated organic targeted bacteriostasis technology derived from plant extracts.
North America to Hold a Significant Position in the Market
Factors that drive the demand for intimate wash care products in the North American market are high levels of personal hygiene awareness, advanced retail and e-commerce infrastructure, and strong marketing strategies. The increased awareness and education about the importance of personal hygiene and health pushes the market of intimate washes across North America. Consumers in North America are increasingly seeking personal care and hygiene-based products that promote their overall well-being. They demand clean and luxurious products for the wellness of intimate body parts.
In October 2023, Brenntag Specialties signed an agreement of distribution with United Guardian, Inc. in the United States, notifying the expanded wellness product line. The distribution agreement for NATRAJEL, a range of non-irritating, COSMOS-certified hydrogels that can be used in intimate washes, was debuted in California. NATRAJEL hydrogel is ideal for vaginal dryness and resonates with consumers’ preference for clean beauty products.
North America’s strong retail and e-commerce infrastructure provides the availability and access to a wide range of intimate hygiene products with utmost ease. Large retail chains and the rise in e-commerce platforms provide extensive distribution and availability, making it convenient for consumers to purchase intimate washes. Additionally, the level of disposable income in the region is high, which allows the consumer to spend more on personal and hygiene items, further augmenting the market growth.
Future Market Scenario (2024 – 2031F)
The growth of men’s intimate washes is anticipated to harness the growth of the intimate wash care products market significantly in the forecast period. As the awareness around male hygiene and grooming continues to rise, an increasing demand for specialized products tailored to men’s specific needs is expected to grow.
Like women, men benefit from maintaining proper intimate hygiene to prevent infections, irritation, and discomfort. The introduction of intimate washes for men can tap into an underexplored segment, expanding the market beyond its traditional female-centric base. With more brands launching targeted marketing campaigns emphasizing the importance of intimate hygiene for men, the acceptance and usage of these products are likely to grow.
Report Scope
“Intimate Wash Care Products Market Assessment, Opportunities and Forecast, 2017-2031F”, is a comprehensive report by Markets and Data, providing in-depth analysis and qualitative and quantitative assessment of the current state of the global intimate wash care products market, industry dynamics, and challenges. The report includes market size, segmental shares, growth trends, opportunities, and forecast between 2024 and 2031. Additionally, the report profiles the leading players in the industry, mentioning their respective market share, business models, competitive intelligence, etc.
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