Humectants Market

Humectants Market Snapshot (2023 to 2033)

The global humectants market is currently valued at US$ 14.72 Billion and is expected to grow at a CAGR of 5% during the forecast period. According to projections, the market will witness market growth of US$ 24 Billion in 2033.

Due to the rising purchasing power of individuals around the world, the popularity of health supplements, confectionaries, dietary supplements, and sweet foods has increased market demand for humectants in the market. As humectants are increasingly used to control water content and ingredient solubility in pharmaceutical products, the market for these products will continue to grow.

Additionally, humectants account for 16% of the overall market for personal care ingredients. Specifically, North America is expected to dominate the market in 2022, bringing in more revenue and gaining a share of 34.6%. The extensive research undertaken by USA scientists has led to the discovery of several new humectants. Global humectant market growth will continue to be driven by such initiatives in the coming years. It is expected that the demand for humectants will continue to grow aggressively as manufacturers are discovering new applications for the use of humectants to change the chemical composition of products in their production.

Humectants Revenue Analysis 2018 to 2022 vs Future Outlook 2023 to 2033

According to market research and competitive intelligence provider FMI, the Humectants industry grew at a CAGR of 7% from 2018 to 2022. Food and cosmetics industries are experiencing technological advancements that provide opportunities for humectant companies worldwide. Over the forecast period, humectants will continue to grow as the population increases and the construction industry expands.

As a result of the increase in demand in the pharmaceutical and cosmetics industries, humectants are seeing rapid growth in the market. The market is expected to become more vibrant in the coming years due to an increase in demand for healthy food and beverage products is expected to grow the market. In addition, a rise in demand for biodiesel, and a decrease in sugar prices will further fuel the growth of humectants in the market. Furthermore, new applications are expected to emerge within the next few years. Humectants are commonly used in the food and beverage industry in order to extend product shelf life, balance moisture content, and impart sweetness. These are all prominent characteristics that are expected to increase their consumption.

Nonetheless, stringent regulations regarding the production and consumption of humectants are expected to hinder market growth in developed economies such as those in Europe and North America. Throughout the foreseeable future, manufacturers of humectants are expected to focus their attention on exploring new applications and expanding their flavor properties in order to make these products more attractive to consumers. According to forecasts, the humectants market will grow at a 5% CAGR between 2023 and 2033.

How has the Market for Humectants Evolved Over the Years?

Ready-to-Eat Food Industry to Grow Market for Humectants in Market

Consumers are increasingly choosing products with long shelf lives to accommodate their busy schedules and changing lifestyles. The proliferation of ready-to-eat products allows food humectants to be used as they are helpful in maintaining the moisture levels in food for a prolonged period of time. In addition, the sale of crystalline sorbitol granulations is likely to expand because of products such as frostings, ice creams, mints, gums, and tablets.

Consumers' shifting food habits, as well as increasing middle-class disposable income, all contribute to the market's growth. Further, the growing demand for quick foods, as well as the much higher quality and nutritional value of these foods, continues to propel the growth of ready-to-eat food products. Thus these factors are expected to grow the market for humectants in the market.

Increasing demand for bakery products and frozen or stored seafood products are expected to contribute to the market's growth. For its role as a humectant, sorbitol is commonly used in foods such as cookies, cakes, bread, and jams, as well as foods with low moisture, such as peanut butter or fruit preserves. All of these factors are expected to contribute to the growth of the market in the future.

Humectants Market, to Grow as Oral & Personal Care Products Demand Rises

Personal care products that contain humectants tend to keep the skin hydrated, and moisturized, and prevent moisture loss. Furthermore, it hydrates, softens, smooths, and prevents skin from drying. Water molecules are also attracted by humectants, and they act like magnets to draw them into the skin. As a result of increasing attention given to dry skin and hair concerns, humectants will be adopted more frequently, thereby expanding the market. A variety of formulations are offered to suit specific skin and hair types as well as humectants that reduce frizzy hair and moisturize the skin.

There has been a growing demand for various types of face washes and celebrity endorsements have played a significant role in the expansion of these products on the market. Increasing the trend of influencers as well as the descriptions of products and benefits of the products will contribute to the growth of the market. With the growing popularity of DIY at-home face packs for hydrating, lightening, and brightening the skin, the market has grown significantly in recent years.

Especially in chewing gum, dental experts recommend replacing sugar with sorbitol. Sorbitol is a naturally occurring organic compound that has been proven successful to prevent caries in children. A recent study published in the Journal of Cancer showed that 14 studies had proved that sorbitol was a potent anti-cariogenic sweetener. Sorbitol is also found in other products besides sugar-free or low-sugar foods, such as mouthwash and toothpaste, which may be used as a substitute for sugar in the market.

Nikhil Kaitwade

Principal Consultant

Talk to Analyst

Find your sweet spots for generating winning opportunities in this market.

Talk to Analyst

What are the Factors Restricting the Growth of the Humectants Market?

Petroleum-based products and rising crude oil prices are expected to hamper the market's growth. A growing awareness of harmful chemicals in food and cosmetics is expected to further shrink the market. Regulatory restrictions in countries and synthetic products will stifle humectant market growth.

The use of humectants is extremely limited in order to preserve the quality of food and maintain its shelf life. In spite of this, a number of studies and tests indicate that these additives can only be used in FDA-approved amounts and are not safe otherwise.

Furthermore, when consumed in large quantities, humectants can harm food products, reduce nutrition, as well as lead to food poisoning. Furthermore, excessive amounts of humectants in cosmetics can damage the skin, causing dryness. According to the forecast, these factors are expected to hinder revenue growth.

Country-wise Analysis

What is the Contribution of North America to the Global Humectants Supply?

Increasing Sales of Cosmetics and Foods is Expected to Boost the Supply of Humectants

Considering the health benefits associated with humectants, North America is expected to have the largest share of the global humectant market. Humectants contain ingredients that retain moisture, which hydrates skin and prevents it from becoming dry are expected to grow the market. Several claims regarding the health benefits of humectants have been approved by the FDA, including the ability to treat eczema, psoriasis, and other skin conditions. Growing demand for anti-aging products in this region is expected to grow the market for humectants in this region.

A recent FDA approval of the use of humectants in food is expected to spur the North American market for humectants. Growing demand for humectants and their use in food products to reduce calories and enhance moisture absorption will drive the development of the global humectants markets in the near future.

How does Europe Perform in Comparison to Other Markets?

The European market for humectants will grow at a compound annual growth rate of more than 3% between 2023 and 2032. It is less common to use humectants in Europe than in the rest of the world. Europeans tend to prefer natural ingredients over synthetic ones. Due to their lower toxicity, natural ingredients are generally considered safer in this region.

Moreover, Europeans are generally known to have less moisture in their skin than people from other parts of the world. This results in a reduced need for humectants in this region. Chemicals used in beauty products are subject to more stringent standards in European countries than in other parts of the world. Cosmetics companies are thus less likely to use humectants, a potentially harmful ingredient in their products.

What is the Impact of Humectants on the Asian Market?

Growing Diabetes and Changing Socioeconomic Conditions will increase Demand for Humectants

According to market research, humectants are probably the most attractive products on the market in the Asia Pacific region. With a revenue share of 22%, the humectants market continues to dominate the Asia Pacific market. Dietary supplements and functional food items are on the rise, contributing to the growth in sales of humectants in the market. Sugar consumption continues to pose health risks to the country, which opens up new opportunities for humectants in the market.

In countries such as China and India, there is a strong market for these products that is expected to grow at the fastest rate in the coming years. Indians are primarily obese and diabetic because of poor food choices. Furthermore, due to the rapid development of the cosmetics and personal care industries, there is an increase in the demand for glycerin in these products which is substantially higher than before. With rising economic conditions, rising standards of living, and rapid economic changes, the market for humectants is expected to grow.

Category-wise Insights

How Does Sugar Alcohol Contribute to the Growth of the Humectant Market?

Consumer Awareness About Health will drive Humectants Market Revenue Growth

Based on product type the humectants market is segmented into sugar alcohol, glycols, alpha hydroxy acid, and others. According to the forecast, sugar alcohol will hold the largest revenue share of 32% from 2023 to 2033. Based on the report, sugar alcohol revenue will grow strongly due to an increasing diabetic population. With the rising trend of health consciousness, weight loss plans, and diet programs among people, the demand for sugar alcohol is on the rise.

Moreover, the fast-growing market for artificial sweeteners and thickeners in the food & beverage industry is expected to increase the market for sugar alcohols in the market. Additionally, sugar alcohol decreases carbohydrate intake in addition to regulating glycemic index. Hence market will witness steady growth in the coming years.

The market for food preservatives has also grown substantially in the food industry. Using sugar as a preservative limits the growth of microbes and makes foods last longer, as sugar increases the osmotic pressure. Hence, sugar alcohol's market share will likely increase in the future.

How is the Market Demand for Humectants Being Driven by Specific Applications?

Increasing Demand for Functional Food and Nutritional Food is expected to expand the Market

Based on application type, the market is segmented into food & beverage, oral & personal care, pharmaceutical, and others. Humectants in the food and beverage industry are expected to grow at the highest CAGR of 7.1% during the forecast period. Food humectants have become an integral part of the food production of multiple food products across the world, and this is expected to be one of the key factors that are expected to propel the growth of the global food humectants market in the coming years.

Growing demand for humectants as a food additive is expected to support the growth of the market over the forecast period. As a result of their numerous advantages, including improved moisture content, enhanced flavors, and a higher degree of nutrition, these products are becoming increasingly popular with consumers.

Over the forecast period, humectants will gain a market share of 41% in the food and beverage industry. In addition, increasing awareness of low-calorie food products and dietary supplements is another factor supporting the humectants market. Further, the growing demand for ready-to-eat foods and changing lifestyles are expected to drive the market for humectants.

Start-up Scenario

How Do New Entrants Affect the Market for Humectants?

Increasingly, startups are entering the food & beverage market with humectants to meet consumer needs. Personal care products are becoming increasingly innovative and incorporate humectants using innovative technologies in the market. In recent years, startups have started offering online and offline solutions for humectants for the market.

Some of the start-ups in the Humectants market include-

• Glory Biomaterial was founded in 2012, in Zhangjiagang, China. Glory Biomaterials produces and supplies 1, 3-propanediol in Zhangjiagang. As emollients, humectants, solvents, plant extractives, thinners, carriers, pharmaceutical intermediates, and deicers, its products are used in cosmetics and pharmaceuticals. Products produced by the company are also used to produce PTT polymers, as well as chain extenders for polyurethane systems. A venture capital fund managed by Softbank China supports the company.
• SWITCH EAT was founded in 2019, in Vertou, France. A home improvement brand offering edible kitchen supplies on the internet. A range of products is included in the catalog, such as straws, spoons, cups, trays, and plates. A variety of flavors are added to the product, along with icing sugar, bovine gelatin, corn starch, carboxymethylcellulose stabilizer, and glycerin humectant. Allergens, GMOs, and gluten are not present in the products.

Competitive Landscape

Humectants manufacturers are aiming to meet changing consumer demands by offering innovative product designs. Leading manufacturers are working with reputed brands to launch new products that target a wider audience.

For instance:

• The French-based plant protein and pharmaceutical excipients manufacturer Roquette have invested €25 million ($27.50 million) at its Lestrem, France facility to boost liquid and powder polyol production by 2024. It is expected that the investment will facilitate the provision of polyols in a reliable and consistent manner. In addition to increasing the efficiency of the equipment, the investment will also improve safety standards. Additionally, it will contribute to an improvement of the overall performance of the production process by standardizing some of the industrial operations. To address customer expectations, in the long run, is a strategic decision that has been taken.
• Hanoor, an Indian beauty brand that uses old and new skincare techniques to handcraft its all-natural beauty products, recently entered the Indian market. The company offers premium products that are non-toxic. Besides being vegan, they provide affordable and useful products that can be used every day in basic ways.

Report Scope

Key Segments Covered in the Humectants Market Industry Survey

Humectants Market by Product:

• Sugar Alcohol
• Alpha Hydroxy Acid
• Glycols
• Others

Humectants Market by Application:

• Food & Beverage
• Oral & Personal Care
• Pharmaceuticals
• Others

Humectants Market by Region:

• North America Humectants Market
• Latin America Humectants Market
• Europe Humectants Market
• Asia Pacific Humectants Market
• Middle East & Africa Humectants Market