Liquid Soap Market

Global Liquid Soap Market Overview

Liquid Soap Market Size was valued at USD 21.9 Billion in 2023. The liquid soap industry is projected to grow from USD 23.49 Billion in 2024 to USD 41.28 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 7.30% during the forecast period (2024 - 2032).  Growing adult knowledge of the need for personal hygiene is anticipated to continue to be a major market driver.

Source Secondary Research, Primary Research, MRFR Database and Analyst Review

Liquid Soap Market Trends

• Growing awareness amongst people for sanitation and keeping cleanliness is driving the market growth

The industry is anticipated to grow as people throughout the world become more aware of sanitation and keeping cleanliness. In order to reduce the risk of microbial illnesses, liquid soap has the capacity to efficiently clean hands as well as a variety of surfaces such utensils, tiles, floor, and clothing. Government agencies from many nations are taking the lead in encouraging people to maintain personal hygiene standards, such as maintaining hygienic conditions in public restrooms. Additionally, the use of cleaning products in clinics, hospitals, and diagnostic centers to prevent illnesses related to healthcare has a favorable effect on the industry. Furthermore, it is projected that increased hygiene consciousness would boost product demand in developing countries like South Africa, South Africa, India, and Mexico, among others. Such governmental and private activities will most likely aid in the market's growth throughout the anticipated period.

The main reason driving the growth of the liquid soap market is the rising trend of consumers embracing organic products all over the world. Due to their antibacterial characteristics, products containing herbal components like basil and neem (Azadirachta indica) are becoming more and more popular on the market. Businesses are working to create products based on bio-surfactants that don't hurt aquatic life when the soap is washed off and that don't harm aquatic fauna and flora. For instance, Dr. Bronner's Magic Soaps' "Baby Unscented Pure-Castile Liquid Soap" is given exclusively for infants and is safe to use on skin that is delicate. It is stated that the product is biodegradable and made with organic materials. Additionally, it is anticipated that sustainable packaging will experience rapid expansion in the years to come, enabling increased product demand. For instance, the bottle caps of Seventh Generation's dish soap products were entirely made of post-consumer recycled plastic (PCR) in 2017. Seventh Generation is a brand of Unilever. Such initiatives by players are probably going to help the market grow during the anticipated period.

The dispenser is a crucial component of liquid soap products since it facilitates easier product consumption. To promote product utilization, businesses are putting their efforts into creating dispenser units that are simple to refill, quick to install, and automatic. For instance, Dial, a Henkel trademark, provides an affordable "Eco-Smart Amenity Dispenser" with an easy-to-install unit for liquid soaps and 100% recyclable refill bottles. Additionally, new competitors are developing fresh product compositions and cutting-edge packaging ideas, which is fostering competition in the industry. For instance, Mumbai, India-based Khello Khillo Design LLP's latest product, the "SoaPen," was introduced on Amazon in October 2018. The item was presented in a kid-friendly pen format that was easy to use. Children could easily carry the soap in their backpacks or on their travels because it could be distributed by simply rolling the pen on the hand without spilling anything. Therefore, it is anticipated that developments in dispenser and packaging technologies will accelerate market expansion. Thus, driving the liquid soap market revenue.

Liquid Soap Market Segment Insights

Liquid Soap Product Type Insights

The liquid soap market segmentation, based on product type includes Bath & Body Soaps, Dish Wash Soaps, Laundry Soaps, and Others (Surface Cleaners and Car Wash Soaps). The bath & body soaps segment dominated the market. The adoption of sound hygiene habits, such as proper hand washing and general cleanliness at home and in other settings including hospitals, schools, and restaurants, is fostering the expansion of this market. Furthermore, compared to solid bars, younger people are more likely to utilize liquid hand soaps and shower products. Due to the fact that bar soaps are frequently contaminated with germs, businesses advertise their products as "antiseptic liquid soaps" and "germ protecting liquid soaps" to encourage use, which is luring consumers and fostering market expansion.

Liquid Soap Application Insights

The liquid soap market segmentation, based on application, includes Household and Commercial. The household category generated the most income due to the increased use of the product for bathing and handwashing. Additionally, this product's convenience in automated dishwashers and for hand dishwashing in homes is driving up demand, particularly for residential applications.

Figure 1:  Liquid Soap Market, by Application, 2022 & 2032 (USD Billion)

Source Secondary Research, Primary Research, MRFR Database and Analyst Review

Liquid Soap Distribution Channel Insights

The liquid soap market segmentation, based on distribution channel, includes Supermarkets/Hypermarkets, Convenience Stores, Online Sales Channel, and Others (Pharmacies and Department Stores). The supermarkets/hypermarkets category generated the most income. One often used item that is readily available at supermarkets and hypermarkets is liquid soap. Customers are drawn to these stores by the variety of brands they provide, as well as the attractive discounts offered for large purchases and the special seasonal promotions. However, as individuals in developing nations frequently visit convenience stores to acquire these items that are nearby their homes, the segment of convenience stores is anticipated to rise at a moderate rate.

Liquid Soap Regional Insights

By region, the study provides the market insights into North America, Europe, Asia-Pacific and Rest of the World. The North American liquid soap market area will dominate this market. The onset of the coronavirus pandemic has raised consumer awareness of hygienic and health conditions, which has fueled safety trends in public spaces such as offices and residences. One of the significant advancements in this field that is driving the growth of the liquid soap market is this.

Further, the major countries studied in the market report are the US, Canada, German, France, the UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.

Figure 2:  LIQUID SOAP MARKET SHARE BY REGION 2022 (USD Billion)

Source Secondary Research, Primary Research, MRFR Database and Analyst Review

Europe liquid soap market accounts for the second-largest market share because developed nations can be found in the area. The European populace is eager to preserve personal hygiene and, as a result, is willing to spend more money to do so in terms of hygiene goods. Additionally, regional players are being encouraged to produce sustainable products and are promoting their use in the region thanks to government initiatives like the European eco-label and organic product certification. This is helping to increase product demand. Further, the German liquid soap market held the largest market share, and the UK liquid soap market was the fastest growing market in the European region.

The Asia-Pacific Liquid Soap Market is expected to grow at the fastest CAGR from 2023 to 2032 due to a number of circumstances. These include the presence of nations with large populations, a thriving hotel and resort industry, and rising concern for cleanliness. Additionally, as household income levels have increased, more premium goods like liquid soaps are being sold, which has increased market growth in the area. Moreover, China’s liquid soap market held the largest market share, and the Indian liquid soap market was the fastest growing market in the Asia-Pacific region.

Liquid Soap Key Market Players & Competitive Insights

Leading market players are investing heavily in research and development in order to expand their product lines, which will help the liquid soap market grow even more. Market participants are also undertaking a variety of strategic activities to expand their footprint, with important market developments including new product launches, contractual agreements, mergers and acquisitions, higher investments, and collaboration with other organizations. To expand and survive in a more competitive and rising market climate, liquid soap industry must offer cost-effective items.

Manufacturing locally to minimize operational costs is one of the key business tactics used by manufacturers in the liquid soap industry to benefit clients and increase the market sector. In recent years, the liquid soap industry has offered some of the most significant advantages to medicine. Major players in the liquid soap market are attempting to increase market demand by investing in research and development operations includes Procter & Gamble (U.S.), Henkel AG & Co. KGaA (Germany), Colgate-Palmolive Company (U.S.), Unilever (U.K.), Reckitt Benckiser Group plc (U.K.), Kimberly-Clark Worldwide, Inc. (U.S.), The 3M Company (U.S.), Lion Corporation (Japan), Kao Corporation (Japan) and Johnson & Johnson Services, Inc. (U.S.).

The Procter & Gamble Co. is a worldwide American manufacturing firm with its headquarters in Ohio, United States. It was established in 1837. The business originally produced soap and candles, but it has since expanded its expertise to include a variety of consumer items for diverse needs, including those related to baby care, hair care, fabric care, grooming, home care, and oral care, among others. They sell the goods under some of their best-known international brands, including, among others, Ariel, Tide, Pampers, Gillette, Head & Shoulders, and Safeguard.

Manufacturer of goods for health, hygiene, and home care, Reckitt Benckiser Group plc is a well-known international business. The company began operating in the industrial chemical sector, and the Reckitt Benckiser Group was established in 1999 as a result of several developments and mergers involving Reckitt & Coleman plc and Benckiser N.V. Dettol, Durex, Nutramigen, Nurofen, Strepsils, Lysol, and Harpic are just a few of the many names the corporation has created to market its goods. In September 2022, under the Dettol brand, the Dettol liquid hand wash was introduced by Reckitt Benckiser Group plc. The corporation could improve its product portfolio thanks to the launch.

Key Companies in the liquid soap market include

• Procter & Gamble (U.S.)
• Henkel AG & Co. KGaA (Germany)
• Colgate-Palmolive Company (U.S.)
• Unilever (U.K.)
• Reckitt Benckiser Group plc (U.K.)
• Kimberly-Clark Worldwide, Inc. (U.S.)
• The 3M Company (U.S.)
• Lion Corporation (Japan)
• Kao Corporation (Japan)
• Johnson & Johnson Services, Inc. (U.S.)

Liquid Soap Industry Developments

March 2023 Under the Lifebuoy brand, Unilever launched the first dishwashing detergent in Indonesia. The launch would contribute to satisfying consumer demand for cost-effective, high-quality cleaning products.

May 2022 In Bangladesh, Kallol Limited and Lion Corporation have announced the foundation of a joint venture. With a distribution network and sales capabilities, Kallol produces brands in the fabric care, beauty care, and other industries.

September 2021 The Hope is in Your Hands program, which will provide 10 million handwashing to marginalized neighborhoods and families, has been launched as a result of a new cooperation between Walgreens, Safeguard, and Americares. Americares is an organization that specializes in health-related aid and development. In addition to improving access to medication and medical supplies, it also benefits communities by strengthening and expanding clinical services, avoiding illness, and promoting general wellbeing.

January 2020 Dawn, a product of Procter & Gamble Co., unveiled its new dish soap that is packed as a spray. The sprayer would make it simple to apply soap to utensils, cutting down on cleaning time and preventing soap waste.

Liquid Soap Market Segmentation

Liquid Soap Product Type Outlook (USD Billion, 2018-2032)

• Bath & Body Soaps
• Dish Wash Soaps
• Laundry Soaps
• Others (Surface Cleaners and Car Wash Soaps)

Liquid Soap Application Outlook (USD Billion, 2018-2032)

• Household
• Commercial

Liquid Soap Distribution Channel Outlook (USD Billion, 2018-2032)

• Supermarkets/Hypermarkets
• Convenience Stores
• Online Sales Channel
• Others (Pharmacies and Department Stores)

Liquid Soap Regional Outlook (USD Billion, 2018-2032)

• North America
• US
• Canada
• Europe
• Germany
• France
• UK
• Italy
• Spain
• Rest of Europe
• Asia-Pacific
  • China
  • Japan
  • India
  • Australia
  • South Korea
  • Australia
  • Rest of Asia-Pacific
• Rest of the World
  • Middle East
  • Africa
  • Latin America

Market Segmentation Tab

Liquid Soap Product Type Outlook (USD Billion, 2018-2032)

• Bath & Body Soaps

• Dish Wash Soaps

• Laundry Soaps

• Others (Surface Cleaners and Car Wash Soaps)

Liquid Soap Application Outlook (USD Billion, 2018-2032)

• Household

• Commercial

Liquid Soap Distribution Channel Outlook (USD Billion, 2018-2032)

• Supermarkets/Hypermarkets

• Convenience Stores

• Online Sales Channel

• Others (Pharmacies and Department Stores)

Liquid Soap Regional Outlook (USD Billion, 2018-2032)

• North America Outlook (USD Billion, 2018-2032)

  • North America Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • North America Liquid Soap by Application

    • Household

    • Commercial

  • North America Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • US Outlook (USD Billion, 2018-2032)

  • US Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • US Liquid Soap by Application

    • Household

    • Commercial

  • US Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • Canada Outlook (USD Billion, 2018-2032)

  • Canada Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • Canada Liquid Soap by Application

    • Household

    • Commercial

  • Canada Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

• Europe Outlook (USD Billion, 2018-2032)

  • Europe Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • Europe Liquid Soap by Application

    • Household

    • Commercial

  • Europe Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • Germany Outlook (USD Billion, 2018-2032)

  • Germany Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • Germany Liquid Soap by Application

    • Household

    • Commercial

  • Germany Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • France Outlook (USD Billion, 2018-2032)

  • France Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • France Liquid Soap by Application

    • Household

    • Commercial

  • France Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • UK Outlook (USD Billion, 2018-2032)

  • UK Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • UK Liquid Soap by Application

    • Household

    • Commercial

  • UK Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • Italy Outlook (USD Billion, 2018-2032)

  • Italy Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • Italy Liquid Soap by Application

    • Household

    • Commercial

  • Italy Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • Spain Outlook (USD Billion, 2018-2032)

  • Spain Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • Spain Liquid Soap by Application

    • Household

    • Commercial

  • Spain Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • Rest Of Europe Outlook (USD Billion, 2018-2032)

  • Rest Of Europe Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • Rest Of Europe Liquid Soap by Application

    • Household

    • Commercial

  • Rest Of Europe Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

• Asia-Pacific Outlook (USD Billion, 2018-2032)

  • Asia-Pacific Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • Asia-Pacific Liquid Soap by Application

    • Household

    • Commercial

  • Asia-Pacific Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • China Outlook (USD Billion, 2018-2032)

  • China Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • China Liquid Soap by Application

    • Household

    • Commercial

  • China Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • Japan Outlook (USD Billion, 2018-2032)

  • Japan Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • Japan Liquid Soap by Application

    • Household

    • Commercial

  • Japan Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • India Outlook (USD Billion, 2018-2032)

  • India Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • India Liquid Soap by Application

    • Household

    • Commercial

  • India Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • Australia Outlook (USD Billion, 2018-2032)

  • Australia Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • Australia Liquid Soap by Application

    • Household

    • Commercial

  • Australia Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • Rest of Asia-Pacific Outlook (USD Billion, 2018-2032)

  • Rest of Asia-Pacific Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • Rest of Asia-Pacific Liquid Soap by Application

    • Household

    • Commercial

  • Rest of Asia-Pacific Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

• Rest of the World Outlook (USD Billion, 2018-2032)

  • Rest of the World Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • Rest of the World Liquid Soap by Application

    • Household

    • Commercial

  • Rest of the World Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • Middle East Outlook (USD Billion, 2018-2032)

  • Middle East Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • Middle East Liquid Soap by Application

    • Household

    • Commercial

  • Middle East Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • Africa Outlook (USD Billion, 2018-2032)

  • Africa Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • Africa Liquid Soap by Application

    • Household

    • Commercial

  • Africa Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)

  • Latin America Outlook (USD Billion, 2018-2032)

  • Latin America Liquid Soap by Product Type

    • Bath & Body Soaps

    • Dish Wash Soaps

    • Laundry Soaps

    • Others (Surface Cleaners and Car Wash Soaps)

  • Latin America Liquid Soap by Application

    • Household

    • Commercial

  • Latin America Liquid Soap by Distribution Channel

    • Supermarkets/Hypermarkets

    • Convenience Stores

    • Online Sales Channel

    • Others (Pharmacies and Department Stores)