Hong Kong Liquid Hand Soap Market Size, Share & Trends Analysis Report By Form (Gel, Foam), By Type (Conventional, Organic/Green), By End-use (Commercial, Household), By Distribution Channel, And Segment Forecasts, 2025 - 2030

Hong Kong Liquid Hand Soap Market Trends

The Hong Kong liquid hand soap market size was estimated at USD 39.8 million in 2024 and is projected to grow at a CAGR of 7.0% from 2025 to 2030. The rising awareness about hand hygiene in controlling bacterial and viral infection is one of the key factors driving the market growth. Further, an increase in the number of infectious diseases, such as COVID-19, diarrhea, stomach infection, flu, and others has raised the importance of hand wash practices. The growing urgency of frequent handwashing behavior has set the tone for the market in Hong Kong. During the outbreak of the pandemic, the Hong Kong government directed commercial institutions in the city to strictly adhere to the COVID-19 protocols by installing hand-washing facilities and providing sanitizers. Moreover, TV campaigns were telecasted to promote hand hygiene among individuals. 

With rising consumer preference for biodegradable liquid hand washes that naturally decompose over time, major industry companies are focusing on sustainable hygiene products with a focus on natural, biodegradable, and non-toxic ingredients with reusable and recyclable packaging materials. Based on a survey published by CleanLink in August 2022, over 30% of the consumers in Hong Kong have awareness of various negative environmental impacts due to non-biodegradable products, which increased from 24% in 2020. This rise in awareness is anticipated to increase the adoption of green liquid hand washes in Hong Kong.

Based on an article published by Morning Post in October 2022, the use of liquid hand soaps is more prevalent among women than men, whereas bar soaps have a higher adoption from men. The study revealed that the major factor leading to an increased product adoption of liquid hand soap among women is that bar soaps are comparatively harsher and can remove all the moisture from the skin. Liquid soaps, on the other hand, often contain moisturizers.

The expansion of the tourism and hospitality industry further fuels the demand for liquid hand soap. Hong Kong hosts millions of visitors annually as an international business and travel hub. Hotels, restaurants, and public facilities prioritize high hygiene standards to meet the expectations of international travelers. Liquid hand soap is preferred in these settings due to its hygienic dispensing methods, which reduce cross-contamination risks compared to bar soaps.

Additionally, the rise of e-commerce and modern retail channels have made liquid hand soaps more accessible. Online shopping platforms offer a wide variety of local and international brands, making it convenient for consumers to purchase their preferred products. Promotions and discounts available online also entice consumers to buy larger quantities or try new products, contributing to increased demand.

Form Insights

Gel hand soap held a market share of 80.1% in 2024. Gel-based soaps offer a balanced viscosity that consumers find easy to use and spread, providing a thorough yet gentle cleansing experience. This format is particularly popular among health-conscious consumers as gel soaps are often formulated with added benefits, such as moisturizing agents or antibacterial properties, which address both hygiene and skincare needs. Additionally, gel hand soaps are frequently available in eco-friendly and refillable packaging, aligning with the preferences of environmentally aware consumers in Hong Kong.

The demand for foam based liquid hand soap is expected to grow at a CAGR of 8.6% from 2025 to 2030.Foam soap dispenses in a lathered form, allowing for quicker and more even coverage, which reduces the amount of water and soap required per wash. This efficiency appeals to environmentally conscious consumers focused on reducing waste. Additionally, foam soap is gentle on the skin, often formulated with mild ingredients that cater to sensitive skin, making it a preferred choice for households and public spaces alike. The lightweight texture of foam soap provides a luxurious sensory experience, catering to those who prioritize a high-quality handwashing experience.

Type Insights

Conventional liquid hand soap accounted for a market share of 88.0% in 2024.Conventional hand soaps are typically formulated with reliable cleaning agents that consumers trust to remove dirt, oils, and bacteria effectively, making them a preferred choice for health-conscious individuals. This type of hand soap is also widely accessible across various retail channels, from supermarkets to convenience stores, ensuring that consumers can readily purchase it. Additionally, conventional liquid hand soap often comes in a range of scents, sizes, and formulations to suit different needs, such as moisturizing or antibacterial properties, which makes it versatile and appealing to a broad consumer base.

The demand for organic/green liquid hand soap is expected to grow at a CAGR of 10.2% from 2025 to 2030 in Hong Kong.Organic hand soaps, typically formulated with natural, plant-based ingredients and free from harsh chemicals, appeal to those seeking gentle yet effective cleansing options that are safer for both the skin and the environment. These products are often biodegradable and packaged in eco-friendly materials, aligning with the values of consumers who prioritize sustainability. Additionally, increased awareness about the potential effects of synthetic chemicals on health and the environment has prompted more people to choose organic products over conventional options.

End Use Insights

Household application of liquid hand soap in the Hong Kong accounted for a share of 61.9% in 2024. With increasing awareness of the importance of regular handwashing to prevent illness, especially after recent health crises, households are stocking up on liquid hand soaps as essential items. Liquid hand soap is often preferred over bar soap in homes due to its hygienic pump dispensing, which reduces cross-contamination among family members. Additionally, the convenience and variety of liquid hand soap formulations, including antibacterial, moisturizing, and scented options, cater to a range of household needs, further boosting its appeal.

Demand for liquid hand soap in commercial establishments in Hong Kong is expected to rise at a CAGR of 8.8% from 2025 to 2030. Industries such as hospitality, retail, healthcare, and food service are increasingly adopting high hygiene protocols to create safe, clean environments for employees and patrons. Liquid hand soap, often preferred for its sanitary pump or touchless dispensing, aligns well with these requirements by minimizing direct contact and reducing germ transmission in high-traffic areas. Additionally, many establishments are choosing hand soaps with antibacterial and skin-friendly properties to cater to diverse needs, including those with sensitive skin.

Distribution Channel Insights

Offline sales for liquid hand soap accounted for a market share of 85.4% in 2024.Supermarkets, convenience stores, and pharmacies provide easy access to a variety of liquid hand soap options, allowing consumers to quickly compare brands, ingredients, and prices on the spot. Many people also value the ability to physically assess product size, scent, and packaging, which contributes to a more satisfying shopping experience. Additionally, offline channels are trusted by customers seeking expert recommendations, especially in pharmacies where staff can guide them on specialized formulations, such as hypoallergenic or antibacterial soaps.

The online distribution channel for liquid hand soap is expected to grow at a CAGR of 9.3% from 2025 to 2030.Online shopping allows consumers to browse a wider range of brands, formulations, and sizes from the comfort of their homes, which is especially appealing to those who prefer to avoid crowded stores. E-commerce platforms often offer discounts, promotions, and bulk-buy options that attract budget-conscious shoppers, and the availability of delivery services makes it easy to restock without frequent store visits. Moreover, the ability to read product reviews and compare options online helps consumers make informed decisions.

Key Hong Kong Liquid Hand Soap Company Insights

The Hong Kong liquid hand soap market is characterized by the presence of a few well-established players such as Blue Moon Group Holdings Limited, Whealthfields Lohmann (Singapore) Pte Ltd, Aesop, Reckitt Benckiser Group PLC (Dettol), and Lion Corporation.Blue Moon Group Holdings Limited leads with a strong portfolio of hygiene and cleaning products. Whealthfields Lohmann focuses on expanding its reach with affordable and eco-friendly offerings. Aesop targets the premium segment, offering luxury, plant-based hand soaps. Reckitt Benckiser Group PLC, through its Dettol brand, emphasizes antibacterial solutions, while Lion Corporation promotes a balance of affordability and effectiveness in personal hygiene products.

Recent Developments

• In November 2023, Kirei Kirei, Japan's leading hand soap brand, announced the launch of its antibacterial Foaming Hand Soap in eco-friendly packaging with two variants, Lychee and Green Tea, to the Singapore market. The soap is dermatologically tested, offers 99.9% antibacterial protection, and retains moisturizing ingredients on the skin even after rinsing. Its packaging incorporates recycled plastic 50% in bottles and 51% in refill packs and is free from 13 harmful additives.

Hong Kong Liquid Hand Soap Market Report Scope

Hong Kong Liquid Hand Soap Market Report Segmentation

This report forecasts revenue growth at the regional and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the Hong Kong liquid hand soap market report based on form, type, end use, and distribution channel:

• Form Outlook (Revenue, USD Million, 2018 - 2030)

  • Gel

  • Foam

• Type Outlook (Revenue, USD Million, 2018 - 2030)

  • Conventional

  • Organic/Green

• End-use Outlook (Revenue, USD Million, 2018 - 2030)

  • Commercial

    • Shopping Mall Management

    • Hotels

    • Offices

  • Household

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Offline

  • Online

    • Company Websites

    • Third-party Websites