While a recent survey of how many Americans take baths, there is little evidence in the public domain regarding further demographic information or data related to who is taking baths. Since bath products also include bathtubs and other bathroom features, no data is available in the public domain regarding the number of consumers of bath products specific to bath bombs, salts, or oils.
- According to a 2019 study commissioned by Bath Fitter for the company's 35th anniversary, approximately half of Americans take a bath at least once a week. 54% of the respondents said they would bath more often if given the opportunity. Not having enough time prohibited most from bathing more, but about 25% explained their bathing space inhibited them from bathing more.
- An older survey performed in Great Britain from 2016 showed 38% of men took a bath at least once a week, while 44% of women did. The survey also represented poorer people bathe more often than wealthier cohorts, and bath bombs were "a favorite of younger people, used by 30% of 18-24 year olds and 20% of 25-49 year olds".
- Fast Company reported in 2018, "bath bomb sales increased 71%, with customers skewing female and under 35."
- While an exact quantity of how many people use or pay for bath products is not available in the public domain, Fast Company reported industry leader Lush sold 21 million of its handmade bath bombs in 2017.
- Transparency Market Research detailed, "Increasing population of working women and their preference for aromatherapy and cosmetics for relaxation is expected to be the major driver influencing the market growth of bath bombs."
- The COVID-19 pandemic had a negative effect on the bath industry.