Body Wash Is Now In More Than Half Of India-A Homes
Category
PERSONAL CARE / BATH & HAND WASH / SHOWER GEL & BODY WASH
Context
Understanding how household consumption of Body Wash is changing across seasons, pack sizes, cities and brands.
Year
MAT June 2026
India-A’s Bathing Routines Are Changing
Bathing Bars remain central to bathing routines in India-A, but more households are now consuming Body Wash alongside them, while a growing number consume Body Wash alone. Body Wash is now part of the bathing routine in 56.7% of India-A households, with these households consuming around four packs a year. This report explores how changing bathing habits are shaping consumption, pack choices and brand growth across metros.
Body Wash Is Taking A Bigger Role In Bathing Routines
The household bathing mix is shifting. Bathing-Bar-only households have declined to 42%, while more households are consuming both formats. At the same time, a growing number of households are consuming Body Wash alone.
Body Wash Is Gaining A Larger Share Of Bathing Volume
Among households consuming both Body Wash and Bathing Bars, the balance is gradually shifting. Body Wash now accounts for 41.7% of bathing volume, up from 39.7% two years ago, showing its growing role alongside traditional bars.
As Adoption Builds, Consumption Is Deepening
Wider adoption is being accompanied by deeper consumption. Volume is growing faster than value, while consumption per household is also increasing. With the number of packs consumed broadly stable and average pack size rising, households are consuming more product per pack rather than increasing the number of packs.
Data source - 6 metros - MAT Jun ‘26
Changing Pack Choices Reflect Deeper Consumption
250ml remains the most widely consumed pack, but is losing both Household Reach and Volume Share. Momentum is building across select pack sizes, with 300ml leading household expansion and 800ml and 1L gaining importance in category volume. With price per gram also falling, larger quantities are becoming more accessible — reinforcing the shift toward deeper usage.
Evolving Bathing Habits Are Reshaping Brand Growth
As bathing routines evolve, brands are participating in the shift differently. Dove and Fiama are gaining households while also deepening consumption, while Pears is expanding reach with relatively stable consumption. At a smaller scale, Plum, Be Bodywise and Chemist At Play are also gaining households and consumption, signalling a growing new-age presence, while Nivea and Palmolive are losing ground on both measures.
The Shift In Bathing Habits Is Spreading Across Metros
Body Wash gained Household Reach in five of the six metros. Delhi and Kolkata remain the most widely adopted markets, while Hyderabad recorded the strongest increase at +5.0pp. Chennai also expanded from a lower base, while Mumbai was the only metro where Household Reach declined.
What This Means
India-A’s bathing habits are changing, and Body Wash is becoming a bigger part of household routines. Its growth is coming not just from more households consuming it, but also from increasing consumption among existing households. For brands, this creates opportunities to reach new households while encouraging greater consumption through the right pack sizes and offerings.
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48%
Of Urban Metro Consumption
22 Million
People In 6 Metros
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Are Online Shoppers &
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Consume Organic
Staples
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Spends On Hair Care
1/3
Are Online Shoppers &
Use International Brands
45%
Consume Organic
Staples
2x
Spends On Hair Care
22 Million
People In 6 Metros
5x
Consumption Of
Chocolates
5x
Spends On
Face Creams
1/3
Are Online Shoppers &
Use International Brands
45%
Consume Organic
Staples
2x
Spends On Hair Care
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