CategoryIQ: Liquid Body Wash
Our CategoryIQ reports unpack the latest market trends from US ecommerce data at the category level. These exclusive insights help our customers understand the category and competitive dynamics influencing market growth, and how they can apply winning strategies to grow their brands across retailers, too.
The Liquid Body Wash category continues to grow steadily online, up 15.1% year-over-year, from $114.5M to $131.8M, outpacing many adjacent Personal Care segments. This growth is being fueled by strategic promotions, price shifts and evolving consumer demand—especially around product attributes like "paraben-free" and gender-targeted offerings.
With Dove leading the pack, brands that are fine-tuning their pricing, promotions and retail media spend are gaining ground … while those ignoring retail media ROAS are getting left behind.
3 Key insights
- Lower-priced products are dominating the digital shelf: The $5–$14 range accounts for 60% of unit sales, with Dove winning in the $5–$9 band – highlighting the power of price positioning
- Promotions are driving growth: Dove and Olay significantly increased promotions, leading to strong market share gains, and most brands ramped up discounts to stay competitive
- Paraben-free products are cleaning up: "Paraben-Free" body wash is in high demand, with Dove owning nearly 70% share—but there's room for others to compete here