Soap Market By Product Type (Bath & Body Soaps, Laundry Soaps, Kitchen & Dishwashing Soaps, Pet Soaps), By Form (Bar Soap, Liquid Soap, Foam Soap, Gel Soap, Powdered Soap), By Ingredient Type (Conventional Soaps, Natural Soaps, Medicated Soaps), By Application (Personal Care, Household Use, Commercial Use, Industrial Use, Pet Care), By End User (Individual Consumers, Hospitals & Clinics, Hotels & Hospitality, Salons & Spas, Food Industry, Others), Global Market Size, Segmental analysis, Regional Overview, Company share analysis, Leading Company Profiles and Market Forecast, 2025 – 2035

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Industry Outlook

The Soap Market accounted for USD 46.75 Billion in 2024 and USD 49.66 Billion in 2025 and is expected to reach USD 90.89 Billion by 2035, growing at a CAGR of around 6.23% between 2025 and 2035. Soap consists of fats or oils mixed with an alkali and is commonly applied to wash the skin or other things. It helps keep people, homes, and workplaces clean and sanitary. The soap market spans many areas, always changing because people want to use different kinds, such as beauty, medicated, herbal, and antibacterial soaps. Because health, cleanliness, and skin care are becoming more important, the market keeps expanding with new types of offerings. Both classic and organic soaps are becoming popular, and brands are working on making them as sustainable, appealing, and creative as possible to match what global consumers desire.

Industry Experts Opinion

“Success in the handcrafted soap industry hinges on a deep understanding of both the art and the business. It's not just about creating quality products; it's about knowing your market, your customers, and how to effectively reach them.”

• Benjamin Aaron – Business Concepts Expert, Handcrafted Soap & Cosmetic Guild (HSCG)

Report Scope:

Market Dynamics

Increasing hygiene awareness globally is boosting demand for soaps as people focus more on cleanliness.

Increasing knowledge about hygiene worldwide is helping fuel the development of the soap market. Now that personal health matters more, consumers are remembering to wash their hands and clean their bodies daily. Health organizations and public health campaigns reminding people to keep clean, especially during outbreaks such as COVID-19, have affected the way people act. Because soap is simple and efficient, it has grown in popularity in homes, schools, and businesses. Customers are both using more soap and requesting certain blends, such as antibacterial and herbal ones, for added protection. Because looking after themselves is important, many consumers choose to buy premium soaps that also support their skincare. A lot of cities and rural regions are experiencing wider education on hygiene than at any other time.

Washing hands regularly with soap helps stop diseases and is very affordable. Experts believe that using soap to wash hands in children under five can lower diarrhoea by 30% and respiratory infections by 21%. In numerous developing nations, better awareness of hygiene is coming about due to education, the efforts of NGOs, and increased media use. People now use soap more often, which supports the industry’s ongoing growth after the pandemic. What’s more, due to stricter hygiene rules in the hospitality, healthcare, and food services, the commercial demand for soap has grown. If people earn more, they can try luxurious and branded soaps that fit their beliefs in cruelty-free and organic products. Higher hygiene standards are here to stay, which encourages soap manufacturers to improve and create new products that meet expectations worldwide.

Urbanization and population growth lead to higher soap consumption due to changing lifestyles and better store access.

Expanding population and urban areas are major reasons the soap market is growing, as more lifestyle changes bring about a rise in soap demand. For instance, India's urban population reached approximately 519.5 million in 2023, marking a 2.19% increase from the previous year. With increasing city life, individuals have access to more stores where many types of soap can be purchased. Because people in cities are often more social and active outdoors, they need to wash their hands and their bodies more regularly.

City residents generally look after their health and personal grooming, so they wash regularly with soap. Because people are moving from rural areas where natural cleaning was used, there is now a bigger market for liquid, bar, and specialty soaps. Because so many people live in cities, the demand for soap and other hygiene products grows, driving manufacturers to make and send out more supplies. As of 2023, 57.25% of the world's population resides in urban areas. An increase in soap consumption is partly due to the expansion of the population.

A larger population leads to more household hygiene needs every day. Growing families in some parts of the world raise the demand for food even higher. Increasing numbers living in cities often see better living conditions and increased income, which leads consumers to purchase both standard and branded soaps. Because of the new retail architecture in urban centres, customers can easily find soaps that hydrate their skin, offer antibacterial benefits, or are made from eco-friendly materials. A combination of increases in people and cities is driving changes in shopping habits, higher incomes, and deeper market involvement, all of which fuel the growing soap market globally. It is also expected that this trend will continue as cities grow and more people live together worldwide.

Liquid soaps and hand sanitisers are preferred over traditional soap bars, limiting bar soap sales.

Balmier soaps are not as popular these days, largely because liquid soaps and hand sanitisers have grown in popularity. Because liquid soaps seem easier, healthier, and simpler to use, many people are switching to them. For instance, between 2010 and 2015, the percentage of U.S. households using bar soap dropped from 89% to 84%. In the same period, bar soap sales decreased by 2.2%, while the overall soap, bath, and shower product market grew by 2.7%.

Many liquid soaps are sold in pump dispensers, helping to prevent contamination by keeping direct contact down, especially where many people visit or where healthcare takes place. Many liquid soaps include moisturizers and scents, which are attractive to people who prefer a more comfortable or fragrant clean. Because people prefer liquid and foam soap, bars are losing popularity, which holds back bar soap’s overall sales.

More people rely on hand sanitizer, which kills germs more quickly, so they use fewer soap bars. Because you don’t need water to use them and they are easy to carry, hand sanitisers are used more often while travelling or being outdoors, or even at home during this time of greater attention to sanitation. Since more people use liquid hygiene products, the use of bar soap is going down, and competition is rising. While bar soaps are usually easy on the budget and last, most people prefer liquid soaps for their easy use and expected results. As a result, manufacturers of bar soaps must keep innovating to hold on to customers in such a competitive industry.

Expanding middle-class populations in emerging markets offer huge potential for increased soap sales.

The growth of the middle class in developing countries means there’s a big opportunity for the soap market. According to the Brookings Institution (2023), 88% of the next 1 billion people entering the middle class will be from Asia, especially India, China, Indonesia, and the Philippines. With increasing numbers of people in the middle-income segment, they have more money to spend on hygiene items like soap. As the middle class develops their understanding of health and hygiene, they are using a wider variety of soap products.

People in these areas with higher incomes are now buying premium and specialty soaps, which include soaps with natural substances. With this change, soap makers can introduce inventive products to a wide range of customers who sometimes like to experiment with new products. As cities develop in emerging markets and more stores are created, soap products can be bought by more people. For instance, India alone added over 140 million people to its middle class between 2011 and 2021 (Pew Research Center, 2021), increasing demand for consumer goods, including hygiene and personal care products like soap. More and more people can now buy soap easily because supermarkets, convenience stores, and online shops are expanding their services in growing cities.

Proper hygiene is better understood by the public after being educated through marketing and awareness efforts, so people use more soap. The rising need for personal care, together with the larger middle class wanting to spend on it, is helping the soap market grow. By creating products that match local culture and budgets, companies can take advantage of the growing number of consumers in Asia and the Pacific and so expand their business over the long term.

Innovation with natural and herbal ingredients can attract health-conscious and eco-friendly customers.

Adopting natural and herbal ingredients gives manufacturers a good chance to win over those interested in natural products. Once people understand the value of natural products, the demand for soaps produced with organic, plant, and chemical-free ingredients increases. People with this mindset usually worry about skin issues, allergies, and how chemicals in common products can affect them over time, so they search for safer ways to care for their skin.

Soap producers using herbs, essential oils, and natural ingredients can meet this demand and develop products for a niche but swiftly expanding group that cares about self-care and wellness. A NielsenIQ survey (2022) found that 48% of global consumers actively seek products with “natural” or “organic” labels, especially in skin and personal care. Because more people are choosing eco-friendly items, natural and herbal soaps are an ideal choice.

Brands that choose items made from natural materials and less harmful packaging are earning more customer attention nowadays. Mintel (2022) revealed that 57% of personal care product users in Asia-Pacific prefer herbal and plant-based ingredients, associating them with fewer side effects and greater safety. When companies mention that their soaps are both eco-friendly and cruelty-free, many people become more interested in buying from them. Because of this technology, people also tend to pay higher prices for goods made with natural ingredients. Generally, putting importance on natural and herbal components lets soap market companies stand out, attract new buyers, and maintain a competitive edge in a health-conscious market.

Segment Analysis

Based on product type, the Soap Market is segmented into Bath & Body Soaps, Laundry Soaps, Kitchen & Dishwashing Soaps, and Pet Soaps. Personal hygiene products used by people of all ages have made Bath & Body Soaps the top sellers in the market. They can be made with added emollients, small erasers to cleanse deeper, or prescriptions, offering options for many skin types and likes. Because people are becoming more careful about their health and the environment, organic and herbal bath soaps are becoming more popular. Pointing out what beauty products do for the skin and choosing delightful fragrances helps them continue to lead the industry. Since cleansing gels are often used and safe for the skin, plus more people now know about healthy beauty, this part of the industry leads in both developed and developing areas.

Based on form, the Soap Market is segmented into Bar Soap, Liquid Soap, Foam Soap, Gel Soap, and Powdered Soap. Bar Soap is the leading choice right now because its price suits everyone, people are familiar with it, and it’s always available everywhere. It is still the main choice in homes throughout many developing countries because it is both affordable and effective. Liquid Soap is increasingly being used, mainly in cities and wealthy areas, because it provides a hygienic way to dispense, looks modern, and is easy to use. Even so, bar soap leads the market since many people use it, it is easy to package and uses less plastic than its liquid counterparts.

Regional Analysis

The North American soap market is well-established, with consumers showing a strong preference for premium, skin-friendly, and dermatologically tested products. More people concerned about health are choosing organic and natural ingredients when buying soap. People in cities prefer liquid soaps and body washes since they are easy to use and hygienic. Many people stick to the brand, yet they are also interested in trying greener and more ethical cosmetics. Having unique scents, helpful ingredients, and fun new packaging matters a lot in making fragrances appealing to buyers. Demand for antibacterial and medicated soap products is going up. The fact that people now focus more on hygiene continues to motivate regular sales. Using online shops and subscriptions is catching on for people buying soap.

The Asia Pacific soap market is rapidly expanding due to increasing population, urbanization, and rising awareness about hygiene and skincare. Many people in India, China, and Indonesia are choosing branded and herbal soaps over traditional types. While many want inexpensive herbal and beauty soaps, premium herbal and beauty soaps are becoming more popular among those with more income. A lot of people prefer products and scents from traditional herbal and Ayurvedic treatments. Due to e-commerce and digital marketing, brands have more chances to reach different groups of consumers. Campaigns by the government encouraging hygiene are increasing soap use in rural areas. The entry of international brands and local startups offering innovative, natural, and eco-friendly formulations is further accelerating market competition and product diversification in the region.

Competitive Landscape

Global companies and small, regional brands in the Soap Market create a range of soap products that meet the needs of many different buyers. Many of the market leaders are Unilever, Procter & Gamble, Colgate-Palmolive, Reckitt Benckiser, and Johnson & Johnson, due to their famous brands and wide distribution systems. In addition to their fast startups, they invest much in new products, offering herbal, organic, and gentle formula options to follow what shoppers want. Supporting local and niche businesses is growing as more people notice they use natural items and make efforts to limit packaging. Because of strong rivalry, food and beverage companies keep advertising, adjusting their costs, and modifying their items to get more customers everywhere, including rural and urban regions worldwide.

Soap Market, Company Shares Analysis, 2024

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Recent Developments:

• In May 2025, Naples Soap Company partnered with Samson Marshall Inc. to help grow and scale its business. The company brought in Samson Marshall for their expertise in global expansion and improving operations. Their support aimed to strengthen Naples Soap Company's long-term growth. This move marked a key step in the brand's development strategy.

Report Coverage:

By Product Type

• Bath & Body Soaps
• Laundry Soaps
• Kitchen & Dishwashing Soaps
• Pet Soaps

By Form

• Bar Soap
• Liquid Soap
• Foam Soap
• Gel Soap
• Powdered Soap

By Ingredient Type

• Conventional Soaps
• Natural Soaps
• Medicated Soaps

By Application

• Personal Care
• Household Use
• Commercial Use
• Industrial Use
• Pet Care

By End User

• Individual Consumers
• Hospitals & Clinics
• Hotels & Hospitality
• Salons & Spas
• Food Industry
• Others

By Region

North America

• U.S.
• Canada

Europe

• U.K.
• France
• Germany
• Italy
• Spain
• Rest of Europe

Asia Pacific

• China
• Japan
• India
• Australia
• South Korea
• Singapore
• Rest of Asia Pacific

Latin America

• Brazil
• Argentina
• Mexico
• Rest of Latin America

Middle East & Africa

• GCC Countries
• South Africa
• Rest of the Middle East & Africa

List of Companies:

• Hindustan Unilever Limited
• Godrej Consumer Products Limited
• Wipro Ltd
• Colgate-Palmolive Company
• Reckitt Benckiser Group plc
• Procter & Gamble
• Lodha Group
• Jyothy Laboratories Ltd
• Nirma Limited
• Dabur India Ltd
• Marico Limited
• Emami Limited
• Unilever Group
• Godrej Soaps
• Chandrika Soap Company

Frequently Asked Questions (FAQs)