As per newly released data, the liquid soap market is estimated at ~USD 23.0 billion in 2025 and is projected to reach ~USD 42.4 billion by 2035, registering a CAGR of 6.3% from 2025 to 2035. The liquid soap market is anticipated to show promising growth prospects during the forecast period, expanding the global liquid soap market size.
The growth of the market can be due to rising awareness about the huge number of benefits associated with a healthy and hygienic lifestyle. In addition, consumers around the globe have become more conscious about cleanliness, which propels the growth of the liquid soap market. With the support of various hygiene-focused programs, consumer awareness of personal hygiene has been rising. FMCG products are gaining popularity among youth and millennials, as they help in fast lifestyle.
Hygiene is becoming a necessity all over the world and people are also becoming more and more health conscious and self-aware. Increasing diseases all over the world is another reason for the boost in the adoption of liquid soaps. Customers are becoming aware of the ingredients and the chemicals used for the production of soaps. Due to increasing awareness, people prefer chemical-free, natural liquid soaps.
Further, manufacturers are attracting customers by advertising products with skin-friendly and high hygiene and cleaning functionality of the products. Along with such advertisements, anti-microbial properties, different fragrances and ingredients are the main key factors used by manufacturers to increase sales.
| Attribute | Details |
|---|---|
| Current Liquid Soap Market Size (2024 A) | USD 21.4 Billion |
| Estimated Liquid Soap Market Size (2025 E) | ~USD 23.0 Billion |
| Projected Liquid Soap Market Size (2035 F) | ~USD 42.4 Billion |
| Value CAGR (2025 to 2035) | ~6.3% |
| Liquid Soap Market Top Players Share in 2024 | ~35%-40% |
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Historically, from 2020 to 2024, the use of liquid soaps increased at a significant rate, on the back of the advent of the COVID-19 pandemic. The severe need to stay clean and hygienic during this period has given rise to this trend and the same is likely to continue during the forecast period. On the back of these factors, the market witnessed a significant CAGR of 8.7% during the historic period from 2020 to 2024.
In the near future, consumer awareness of sanitation and safety is projected to enhance demand in the worldwide liquid soap market. Germs and bacteria are the most common carriers of sickness and liquid soap is one of the solutions to eradicate such disease-causing microorganisms. In addition, increased consumer spending on personal hygiene products is expected to raise the popularity of liquid soaps globally.
Handwashing with soap and water, according to the Centers for Disease Control and Prevention, could reduce diarrheal disease-related fatalities by up to 50%. In contrast, contaminated hands are responsible for a substantial percentage of foodborne disease outbreaks. Effective hand-washing techniques can help to lower the risk of foodborne disease and other illnesses. Handwashing has been shown to lessen the incidence of respiratory infections by 16%.
Overall, over the next ten years, liquid soap consumption is projected to increase at a CAGR of approximately ~6.3% through 2035 registering a market valuation of around USD 42.4 billion by the end of the year.
Changing Hygienic Lifestyles, Use of Liquid Soaps in Different Sectors and Innovative Approaches of Manufacturers Are Helping Liquid Soap Market Grow
The shifting hygiene habits of individuals nowadays are brought on by growing health issues. People are taking care of their hygiene and employing various cleaning aids. People are favouring sanitary practices and incorporating them into daily routines as a result of various ailments and the accessibility of information regarding these diseases and the germs that cause them. Many prominent players are releasing novel items that are boosting hygiene and cleanliness as the popularity of products aiding in preserving hygiene grows.
The applications for liquid soaps are numerous and diverse. Liquid soap's primary use is for hand washing. In hospitals, malls, shops, restaurants, hotels, public restrooms, and other settings, liquid soaps are utilised for hand washing. Multi-functional soaps, body wash soaps, and hand soaps are likewise becoming more and more well-liked throughout the world in various industries. Dish soaps also have different ingredients, helping in effective self-cleaning.
Moreover, manufacturers are focusing on innovation and creative marketing of these liquid soaps. The use of natural and skin-friendly ingredients, mild fragrances, and different flavours are the main factors that help in the effective marketing and sales of liquid soaps.
Innovative Products and Prestige Brands in Liquid Soap to Soar the Market
Liquid soaps are primarily used for disinfection purposes. Initially, soaps are used by consumers but due to the high level of pH properties, consumer’s attention has shifted towards low pH-containing products such as liquid soap. Therefore, consumer demand has risen for liquid soaps across the globe. The natural type is becoming increasingly competitive as more brands enter the market.
The evolving and rapidly changing consumer demand has forced manufacturers to offer more lucrative products such as natural and organic liquid soap. Consumer’s uplifting lifestyles and growing hygiene awareness have also provided an opportunity for the manufacturers to get a stronghold in the market.
Shifting Dynamics of Liquid Soap Has Created a New Line of Opportunities
In urban areas, the demand for natural and organic liquid soap is higher. The consumption pattern has changed over the years as lifestyle changes. The growing awareness regarding health & personal hygiene and the benefits of natural products have shifted consumer’s attention towards such products.
Growing demand for medicated liquid soap is being witnessed. High demand is being seen for natural or botanical-based medicated liquid soap which is paraben-free. Natural, medicated liquid washes are gaining traction owing to their natural healing anti-fungal properties. The above factors encourage the producers to manufacture and create opportunities to develop more natural liquid soap.
Alternate Products for Liquid Soaps and Changing Consumer Preferences Are Restraining the Liquid Soap Market
The liquid soap market is having difficulties expanding, as the prices of liquid soaps are higher than bar soaps. The main reason people choose bar soaps over liquid soaps is their prices and they are the most commonly used form of soap.
The oils and fats used for making soaps along with texturizing chemicals are the main reason for higher prices. If natural fragrances and essential oils are used, the cost goes further higher. People on a budget and with limited income tend to prefer bar soaps instead of liquid soaps due to their price range.
The availability of alternatives for liquid soaps is another significant barrier. Other quick and simple items that are just as effective as liquid soaps but don't utilise water include paper soaps, disinfectants, and rubbing sanitisers that contain alcohol. People are choosing to produce soap at home using basic, natural, and readily available components due to growing health concerns.
Increasing Infection Rate Leading to Boost in Target Product Sales
North America is predicted to be one of the most attractive markets for liquid soap during the forecast period. In the region, the market in the USA is expected to progress at a notable CAGR of ~4.8% during the forecast period from 2025 to 2035.
According to the Centres for Disease Control and Prevention, antibiotic resistance rises when bacteria and fungi change their ability to resist drugs designed to destroy them. In the United States, antibiotic resistance is becoming more of a problem. Each year, at least 2.8 million people in the United States get an antibiotic-resistant infection, with over 35,000 deaths. The demand for liquid soap in the country is expected to rise as a result of the rising number of illnesses.
Innovative Formulations in Liquid Soaps Leading to Increased Product Adoption
Natural liquid soaps are gaining popularity in Germany due to numerous claims such as organic, cruelty-free, chemical-free, and so on. Organic liquid soap is a chemical-free product made from organic oil and natural raw materials.
More demand for higher-quality products, increased knowledge of organic soap, and an increase in the occurrences of skin allergies and disorders around the world are expected to drive organic liquid soap sales in the coming years. Furthermore, products with innovative formulations and unusual components are anticipated to stay popular among customers in the country. In the next years, this is projected to stimulate demand for organic liquid soaps.
Consumer Shift Towards Prevalent Organic and Natural Ingredients in Soaps
South Asia liquid soap market sales are expected to register a CAGR of approximately ~9.8% from 2025 to 2035, with India to progress at a notable CAGR of ~10.6%. Due to the numerous benefits of using organic products, customers are expecting natural and organic ingredients in liquid soap. One of the key reasons driving market expansion during the forecast period is the availability of organic liquid soaps in a variety of natural scents.
Organic liquid soaps created with plant and mineral ingredients include citrus, rosemary herb, oatmeal lavender, sandalwood, mint, and other natural aromas. Organic liquid soaps are rapidly gaining favour among customers because of their natural smells, which do not irritate or hurt the skin while still keeping users fresh. This will also aid the liquid soap industry's growth during the forecast period.
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High Efficiency Leading to Product Adoption
Based on product type, the hand wash category will continue to be the top-selling product in the market with a significant CAGR of ~5.4%. Because of their efficiency in cleaning hands and preventing the transmission of dangerous diseases, liquid-based handwashing soaps are gaining a lot of attention.
Furthermore, when compared to solid bars, the younger generation prefers liquid hand soaps because the bar soaps are generally perceived to be contaminated with germs, marketers are making promises like germ-protecting liquid soaps, antiseptic liquid soaps, and so on to encourage people to use such products.
Adoption of Organic Liquid Soaps to Counter the Harmful Effects of Chemicals
In terms of nature, the organic category will remain the preferred nature for liquid soaps and is expected to rise at an impressive CAGR of ~7.3% over the forecast period. Concerns about the harmful effects of chemicals like parabens and sulphates are predicted to boost demand for organic products. Furthermore, the increased prevalence of skin illnesses is prompting customers to invest in organic hand and body wash liquid soaps.
Some key players in the liquid soap market are GlaxoSmithKline, Unilever, Colgate-Palmolive Company, Premier English Manufacturing, Cleenol Group Ltd., Christina May Ltd., Godrej, Reckitt Benckiser Group plc., Hindustan Unilever, and Henkel Corporation, among others. These are popular and well-known brands all over the world.
| Attribute | Details |
|---|---|
| Forecast Period | 2025 to 2035 |
| Historical Data Available for | 2020 to 2024 |
| Market Analysis | Revenue in USD Million/Billion, Volume in Units, and CAGR from 2025 to 2035 |
| Report Coverage | Revenue Forecast, Volume Forecast, Company Ranking, Competitive Landscape, Growth Factors, and Trends, Pricing Analysis |
| Key Segments Covered | Application, Nature, End User, Distribution Channel, Region |
| Key Regions Covered | North America; Latin America; Europe; South Asia; East Asia; Oceania; MEA |
| Key Companies Profiled | GlaxoSmithKline; Unilever; Colgate-Palmolive Company; Premier English Manufacturing; Cleenol Group Ltd.; Christina May Ltd.; Godrej; Reckitt Benckiser Group plc.; Hindustan Unilever; Henkel Corporation; Others (as per request) |
| Customization Scope | Free report Customization (Equivalent to Up to 8 Analysts Working Days) With Purchase Addition or Alteration to Country, Regional & Segment Scope |
| Pricing and Purchase Options | Avail Customized Purchase Options to Meet Your Exact Research Needs |
The liquid soap market is expected to reach a valuation of ~USD 23.0 billion in 2025.
Preference for healthy and hygienic practices due to increasing health complications, the use of liquid soaps in different sectors and the innovative approach of manufacturers to produce and market liquid soaps are the key drivers of the liquid soap market.
Leading players operating in the liquid soap market are GlaxoSmithKline, Unilever, Colgate-Palmolive Company, Premier English Manufacturing, Cleenol Group Ltd., Christina May Ltd., Godrej, Reckitt Benckiser Group plc., Hindustan Unilever, and Henkel Corporation among others.
The liquid soap market grew at a significant CAGR of 8.7% during the historic period from 2020 to 2024.
| Market Size, 2024 | USD 2.5 billion |
|---|---|
| Market Size, 2034 | USD 4.5 billion |
| Value CAGR (2024 to 2034) | 6.30% |
| Estimated Market Value (2024) | USD 22,487.9 million |
|---|---|
| Projected Market Revenue (2034) | USD 55,562.5 million |
| Value-based CAGR (2024 to 2034) | 9.50% |
| Market Value (2023) | USD 30.34 billion |
|---|---|
| Market Anticipated Value (2033) | USD 45.08 billion |
| Market Growth Rate (2023 to 2033) | 4.04% CAGR |
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Liquid Soap Market
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