Liquid Soap Market: Current Analysis and Forecast (2023-2030)

Liquid soap is a type of cleansing agent made from the salts of vegetable or animal fats. Generally used in residential areas for washing, bathing, and other types of housekeeping. In industrial & commercial settings, soaps are used as thickeners, components of some lubricants, and precursors to catalysts. Liquid soaps can also be used for various purposes including washing dishes and utensils, cleaning the body parts like hands, beard & face, and scrubbing dirty surfaces. It can be easily transported while commuting. It is easily available in various fragrances including lemon, orange, lavender, etc.

The liquid soap market is expected to grow at a steady rate of around 6% with increasing concern about skin moisture. Most people today from across the world are inclined toward using liquid soap instead of other options including soap bars. The key reason behind this shift is the ability of liquid soaps to retain over 30% of skin moisture. For instance, in July 2022, Godrej Consumer Products Limited launched a ready-to-mix type of body wash soap. The body wash comes in a small sachet, the user must mix the components with water, and it forms a full bottle of body wash soap. The sachet is priced the same as any other bar soap on the market, encouraging the customers to try new products instead of using traditional bar soaps.

Based on nature, liquid soap is categorized as organic, natural, and conventional. Among these, organic liquid soap will grow with a robust CAGR during the forecast period. Organic liquid soap is made without chemicals from organic oil and natural ingredients. These liquid soaps are of higher quality than conventional liquid soaps. Increase in disposable income, rise in preference for organic products, awareness among consumers about the harmful effects of conventional products, increase in start-ups involved in organic product manufacturing, and surge in celebrities' involvement in promoting organic liquid soaps as compared to conventional liquid soaps are some of the factors which will propel the growth of the organic category in the forecasted period.

On the basis of product type, the market is segmented into bath & body soaps, dishwash soaps, laundry soaps, and others {Surface Cleaners and Car Wash Soaps}. Among these, bath & body soaps capture a significant share of the market. The moisturizing and rehydrating properties offered by the product which helps in treating dry skin help the category to lead the share as compared to another category.

On the basis of distribution channel, the market is categorized into direct sales, hypermarket/supermarket, e-commerce, and others {pharmacies, specialty stores, convenience stores}. The hypermarket/supermarket category among these holds the major share. Due to the high availability of a variety of products in one place and ease of bulk purchasing, the category is opted as the priority.

Based on application, liquid soap is categorized into household, commercial, and others {hospitality, healthcare, food services}. Among these, the household category is expected to have robust growth in the forecasted period. This is mainly due to the high penetration of products in households for handwashing and bathing purposes reaching the optimum level. Moreover, the convenience offered by the products for automatic & manual dishwashing is propelling the demand for household applications.

For a better understanding of the market adoption of the liquid soap industry, the market is analyzed based on its worldwide presence in countries such as North America (U.S., Canada, Rest of North America), Europe (Germany, U.K., France, Spain, Italy, Rest of Europe), Asia-Pacific (China, Japan, India, Rest of Asia-Pacific), Rest of World. Asia-Pacific is expected to hold a significant share in 2022. This is mainly due to the highly populous countries, flourishing hotels, resort businesses, and increasing sensitivity toward cleanliness in the region. Moreover, the rising income level of households has resulted in the increasing sale of premium products such as liquid soaps which has helped in expanding the market size in the region. Furthermore, many major players are increasing their product portfolio by launching new products in the market. For instance, in Sep 2022, Dettol entered the powder-to-liquid hand wash category after Godrej. Additionally, in July 2020, FMCG company CavinKare announced the launch of a silicone-free liquid hand soap under its flagship brand Nyle Naturals.

Some of the major players operating in the market include: GSK plc; Unilever; P&G; Colgate-Palmolive Company; Cleenol Group Ltd; Christina May Ltd; Godrej; Reckitt Benckiser; Henkel AG & Co. KGaA; Kao Chemicals.