The global liquid soap market size was estimated at USD 18.50 billion in 2018. Rising awareness regarding personal hygiene among adults is expected to remain a key driving factor for the market. These liquid formulations are expected to gain popularity as they have low pH levels which make them gentler and suitable for people with sensitive skin. This factor is anticipated to contribute to the widespread adoption of the product in the near future.
Liquid soaps are preferred over soap bars as they can retain more than 30% of skin’s natural moisture and are considered suitable for dry skin. As per the Bureau of Labor Statistics, in 2016, U.S. household spending on personal care products was around USD 707 per year and it was estimated to continue witnessing significant growth in the future. Growing consumer spending on personal hygiene is expected to promote the product in the U.S. during the forecast period.
Rapidly growing consumer awareness regarding health and hygiene is expected to boost the market growth. It has been observed that the consumers are willing to spend on health and personal hygiene products. Manufacturers are concentrating on growing markets such as China and India to gain greater market share. For instance, in 2016, India reported around USD 1.20 billion foreign investments from soap and cosmetic products.
Conventional products was accounted for the largest market share of more than 60% in 2018, owing to cost-effectiveness and availability of a variety of fragrance choices. These products are available in fragrance variants including vanilla, melon, peach, apricot, honey, chocolate, citrus, herby, floral, fruity, mild, subtle, delicate, grassy, and sweet among others. Furthermore, rising preference for homemade and handcrafted shops is attributing to the segment growth. Ease of manufacturing these products at low cost will attract many small scale private level players to enter the manufacturing of conventional liquid soaps.
Organic products is expected to witness the fastest CAGR of 5.9% from 2019 to 2025. Rising concerns about the adverse effects associated with chemicals such as parabens and sulfates are expected to positively influence the demand for organic products. Rising prevalence of skin diseases is driving consumers to spend on organic products for hand wash and body wash in the near future.
Household category led the liquid soap market, accounting for more than 60% of the market in 2018. The demand is generally higher in urban areas in comparison to rural areas. Key factors attributed to this growth includes rising consumer awareness regarding hygiene and a healthy lifestyle in emerging economies. Government initiatives for improving hygiene in emerging economies such as China and India will further propel the growth. For instance, campaigns like Swachh Bharat Mission and Total Sanitation Campaign among others will boost the spending on sanitary hygiene products like hand washes in India.
Commercial segment is anticipated to expand at a CAGR of 4.5% from 2019 to 2025, attributed to the rising expansion of commercial properties and hospitality industries at global level. In 2018, the U.S. hotel industry expanded by around 5%. Such significant rise can be attributed to the high product demand from the commercial segment.
Supermarkets and hypermarkets generated a revenue of USD 10.06 billion in 2018 and is expected to grow at a significant pace in the forthcoming years. This channel offers a large variety of goods at one place, giving consumers a chance to physically compare the products before buying. Less operating and selling overheads is anticipated to further contribute to the growth of the segment.
Online stores is expected to expand at a CAGR of 7.8% from 2019 to 2025. Established brands are selling their product online by understanding the market opportunity. Companies like Amazon and Alibaba among others sell products from different retailers on a single platform. Some online health stores such as ProCure Health Limited and TheBetterHealthStore.com among others are also selling liquid soaps to increase their market reach.
Asia Pacific is expanding at the fastest CAGR of 6.4% from 2019 to 2025. Growing consumer awareness about hygienic products in China and India is contributing to the high demand from commercial and household applications. Furthermore, new product launches by companies including Unilever and Proctor and Gamble is expected to remain a key driving factor in the near future.
North America was the second largest market, accounting over 20% of the global share in 2018. Around 55% of the U.S. population prefers liquid soaps over soap bars due to added convenience. Consumers in the age group between 18 and 24 years prefer liquid soap due to hygiene concerns over sharing the soap bars.
The key market players include Reckitt Benckiser Group plc.; Procter & Gamble; Unilever; 3M; Lion Corporation; GOJO Industries, Inc.; Kao Chemicals; Godrej Consumer Products; Bluemoon Bodycare; NEW AVON LLC.; and Pental Products. Companies are working on new product development to gain competitive advantage. For instance, in August 2018, Godrej Consumer Products launched the first ever powder to liquid hand wash called Godrej Protekt Mr. Magic.
Base year for estimation
Actual estimates/Historical data
2015 - 2017
2019 - 2025
Revenue in USD Billion & CAGR from 2019 to 2025
North America, Europe, Asia Pacific, Central & South America, Middle East & Africa
Revenue forecast, company share, competitive landscape, growth factors and trends
U.S., Canada, Mexico, France, Germany, China, India
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This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2015 to 2025. For the purpose of this study, Grand View Research has segmented the global liquid soap market report on the basis of product, application, distribution channel, and region:
Product Outlook (Revenue, USD Billion, 2015 - 2025)
Application Outlook (Revenue, USD Billion, 2015 - 2025)
Distribution Channel Outlook (Revenue, USD Billion, 2015 - 2025)
Supermarkets & Hypermarkets
Regional Outlook (Revenue, USD Billion, 2015 - 2025)
Central & South America
Middle East & Africa
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