Global Liquid Soap Market 2025-2035
Description
Global Liquid Soap Market Size, Share & Trends Analysis Report by Product (Hand Wash, Body Wash, Face Wash, and Dish Wash), By Source (Natural/ Organic and Conventional), By Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Online Sales Channel, and Others) By End-User (Residential, Commercial, Hotels & Restaurants, Hospitals, and Others) Forecast Period (2025-2035)
Industry Overview
Liquid soap market value is projected to reach $40,445 million in 2035 from $24,850 million in 2024, witnessing a CAGR of 4.6% during the forecast period (2025-2035). Pivotal factors such as growing demand for hygienic skincare & wellness products, an increase in D2C distribution channel-based liquid soap brands, competitive pricing and multi-pack offers, the rapid expansion of the leisure tourism & hospitality industry, launching programs and promotions regarding personal grooming and skincare, technological integration in dispensers and shifting consumer inclination towards convenient & novel product formats are projected to drive market growth. According to the International Trade Administration (ITA), the rapid expansion of the leisure tourism and hospitality industry is significantly boosting demand in the liquid soap market. In 2022, the travel and tourism sector contributed $2.3 trillion to the US economy, accounting for 2.97% of the country’s GDP and supporting approximately 9.5 million jobs. This growth reflects increased activity in hotels, resorts, restaurants, and other public facilities where hygiene is paramount. As a result, there is a rising need for liquid soap in guest rooms and common areas.
Market Dynamics
Product Bundling as a Strategic Growth Driver
In this market, product bundling offering combined packages such as hand wash, body wash, and refills, is becoming a powerful strategy to attract value-conscious consumers. These multi-pack offers provide convenience and increase the Average Order Value (AOV), enhancing profitability for retailers. According to a McKinsey report, 35% of Amazon purchases stem from recommendations driven by product bundling, highlighting its effectiveness in driving consumer decisions. Hygiene remains a daily necessity, liquid soap brands are capitalizing on this trend by launching competitively priced family packs and combo deals, especially through e-commerce and D2C channels, to boost customer loyalty and repeat purchases. For instance, GOJO offers sealed, single-use soap refills bundled with specially designed dispensers, creating a closed system that prevents exposure during refilling. This bundled solution enhances hygiene by reducing the risk of bacterial contamination and also improves operational efficiency by lowering maintenance costs and downtime. Such bundled offerings provide a compelling value proposition for customers in sectors such as healthcare, hospitality, and education, where hygiene is critical. As a result, the move towards integrated soap and dispenser packages is driving demand and shaping purchasing decisions in the liquid soap market.
Strategic Hospitality Partnerships Fuel Demand for Liquid Soap Solutions
The market is witnessing a significant boost through strategic partnerships between leading hospitality chains and personal care brands. For instance, IHG Hotels & Resorts’ collaboration with Unilever to replace single-use bathroom miniatures with bulk-size amenities across 4,000+ hotels. This initiative supports sustainability goals and also enhances guest experience by offering premium, full-size Dove products, including hand wash and body wash. Such partnerships are driving large-scale procurement of liquid soap products, positioning them as essential amenities in the global hospitality industry, and accelerating market growth.
Market Segmentation
The hand wash segment of the global liquid soap market is witnessing robust growth, driven by increasing awareness of the critical role hand hygiene plays in public health and infection prevention. According to the World Health Organization (WHO), effective hand hygiene can save millions of lives annually when practiced at key moments during health care delivery. It is a vital health intervention and also a cost-effective measure that offers high returns on investment. Governments, healthcare institutions, and civil society organizations (CSOs) are playing an active role in promoting handwashing practices as a frontline defense against infections and antimicrobial resistance. The WHO’s World Hand Hygiene Day 2023 spotlighted the importance of community-driven initiatives, with CSOs championing hygiene awareness at local, national, and international levels. As a result, the demand for hand wash products has surged, particularly in healthcare, hospitality, and education sectors where hand hygiene is paramount.
Product Innovation and Dermatological Customization Driving Growth in Face Wash Segment
The growing emphasis on developing face care products for diverse skin conditions and regional preferences is emerging as a significant driver in this market. Companies are increasingly adopting a localized and dermatologically informed approach to product development, especially in fast-growing overseas markets such as Southeast Asia. For instance, in Indonesia a country characterized by a hot and humid climate consumers face unique skin challenges such as acne, dryness, and UV-induced aging. In response, manufacturers such as Lion Corporation, in collaboration with local affiliates PT. Lion Wings introduced specialized face washes under the POISE brand that target brightening, sebum control, acne care, and antibacterial needs. This strategic alignment with consumer preferences through functional ingredient selection and region-specific R&D is boosting demand for facial liquid soaps.
Regional Outlook
The global liquid soap market is further divided by geography, including North America (the US and Canada), Asia-Pacific (India, China, Japan, South Korea, Australia and New Zealand, ASEAN Countries, and the Rest of Asia-Pacific), Europe (the UK, Germany, France, Italy, Spain, Russia, and the Rest of Europe), and the Rest of the World (the Middle East & Africa, and Latin America).
The Asia-Pacific Region is projected to be the Fastest Growing in the Market.
The Asia-Pacific region is witnessing the fastest growth in this market, primarily driven by the flourishing hotel and resort industry. In Japan, the number of resort hotels increased by 3.07% year-on-year in 2023, while city hotels and business hotels also witnessed steady growth. Japanese-style hotels, or ryokan, traditionally located in tourist destinations, are increasingly being established in urban areas to accommodate the rising influx of inbound travelers. These establishments, which frequently feature hot spring (onsen) facilities and on-site restaurants, place a high emphasis on guest hygiene and comfort. The expanding inventory of hotel rooms, such as the 2.06% increase in resort hotel rooms and 2.05% rise in business hotel rooms, directly translates into greater demand for liquid hand wash, body wash, and face wash.
Growing Health-Driven Initiatives and Hygiene Awareness in North America
North America is expected to dominate due the comprehensive health initiatives and robust public-private partnerships that emphasize hygiene and preventive care. For instance, campaigns like Hope is in Your Hands, a collaborative effort by Walgreens, Safeguard (a Procter & Gamble brand), and the health-focused non-profit organization Americares aims to provide 10 million handwashing experiences to underserved communities across the US. This demonstrates the region’s proactive approach toward improving public hygiene. Such programs reflect a well-established culture of hygiene awareness, driven by both corporate responsibility and public health advocacy.
Market Players Outlook
The major companies operating in the global liquid soap market include GOJO Industries, Inc., LION Corp., Procter & Gamble, Reckitt Benckiser Group PLC, and 3M among others. Market players are leveraging partnerships, collaborations, mergers, and acquisition strategies for business expansion and innovative product development to maintain their market positioning.
Recent Development
Industry Overview
Liquid soap market value is projected to reach $40,445 million in 2035 from $24,850 million in 2024, witnessing a CAGR of 4.6% during the forecast period (2025-2035). Pivotal factors such as growing demand for hygienic skincare & wellness products, an increase in D2C distribution channel-based liquid soap brands, competitive pricing and multi-pack offers, the rapid expansion of the leisure tourism & hospitality industry, launching programs and promotions regarding personal grooming and skincare, technological integration in dispensers and shifting consumer inclination towards convenient & novel product formats are projected to drive market growth. According to the International Trade Administration (ITA), the rapid expansion of the leisure tourism and hospitality industry is significantly boosting demand in the liquid soap market. In 2022, the travel and tourism sector contributed $2.3 trillion to the US economy, accounting for 2.97% of the country’s GDP and supporting approximately 9.5 million jobs. This growth reflects increased activity in hotels, resorts, restaurants, and other public facilities where hygiene is paramount. As a result, there is a rising need for liquid soap in guest rooms and common areas.
Market Dynamics
Product Bundling as a Strategic Growth Driver
In this market, product bundling offering combined packages such as hand wash, body wash, and refills, is becoming a powerful strategy to attract value-conscious consumers. These multi-pack offers provide convenience and increase the Average Order Value (AOV), enhancing profitability for retailers. According to a McKinsey report, 35% of Amazon purchases stem from recommendations driven by product bundling, highlighting its effectiveness in driving consumer decisions. Hygiene remains a daily necessity, liquid soap brands are capitalizing on this trend by launching competitively priced family packs and combo deals, especially through e-commerce and D2C channels, to boost customer loyalty and repeat purchases. For instance, GOJO offers sealed, single-use soap refills bundled with specially designed dispensers, creating a closed system that prevents exposure during refilling. This bundled solution enhances hygiene by reducing the risk of bacterial contamination and also improves operational efficiency by lowering maintenance costs and downtime. Such bundled offerings provide a compelling value proposition for customers in sectors such as healthcare, hospitality, and education, where hygiene is critical. As a result, the move towards integrated soap and dispenser packages is driving demand and shaping purchasing decisions in the liquid soap market.
Strategic Hospitality Partnerships Fuel Demand for Liquid Soap Solutions
The market is witnessing a significant boost through strategic partnerships between leading hospitality chains and personal care brands. For instance, IHG Hotels & Resorts’ collaboration with Unilever to replace single-use bathroom miniatures with bulk-size amenities across 4,000+ hotels. This initiative supports sustainability goals and also enhances guest experience by offering premium, full-size Dove products, including hand wash and body wash. Such partnerships are driving large-scale procurement of liquid soap products, positioning them as essential amenities in the global hospitality industry, and accelerating market growth.
Market Segmentation
- Based on the product, the market is segmented into hand wash, body wash, face wash, and dish wash.
- Based on the source, the market is segmented into natural/ organic and conventional.
- Based on the distribution channel, the market is segmented into supermarkets/hypermarkets, convenience stores, online sales channels, and others.
- Based on the end-user, the market is segmented into residential, commercial, hotels & restaurants, hospitals, and others.
The hand wash segment of the global liquid soap market is witnessing robust growth, driven by increasing awareness of the critical role hand hygiene plays in public health and infection prevention. According to the World Health Organization (WHO), effective hand hygiene can save millions of lives annually when practiced at key moments during health care delivery. It is a vital health intervention and also a cost-effective measure that offers high returns on investment. Governments, healthcare institutions, and civil society organizations (CSOs) are playing an active role in promoting handwashing practices as a frontline defense against infections and antimicrobial resistance. The WHO’s World Hand Hygiene Day 2023 spotlighted the importance of community-driven initiatives, with CSOs championing hygiene awareness at local, national, and international levels. As a result, the demand for hand wash products has surged, particularly in healthcare, hospitality, and education sectors where hand hygiene is paramount.
Product Innovation and Dermatological Customization Driving Growth in Face Wash Segment
The growing emphasis on developing face care products for diverse skin conditions and regional preferences is emerging as a significant driver in this market. Companies are increasingly adopting a localized and dermatologically informed approach to product development, especially in fast-growing overseas markets such as Southeast Asia. For instance, in Indonesia a country characterized by a hot and humid climate consumers face unique skin challenges such as acne, dryness, and UV-induced aging. In response, manufacturers such as Lion Corporation, in collaboration with local affiliates PT. Lion Wings introduced specialized face washes under the POISE brand that target brightening, sebum control, acne care, and antibacterial needs. This strategic alignment with consumer preferences through functional ingredient selection and region-specific R&D is boosting demand for facial liquid soaps.
Regional Outlook
The global liquid soap market is further divided by geography, including North America (the US and Canada), Asia-Pacific (India, China, Japan, South Korea, Australia and New Zealand, ASEAN Countries, and the Rest of Asia-Pacific), Europe (the UK, Germany, France, Italy, Spain, Russia, and the Rest of Europe), and the Rest of the World (the Middle East & Africa, and Latin America).
The Asia-Pacific Region is projected to be the Fastest Growing in the Market.
The Asia-Pacific region is witnessing the fastest growth in this market, primarily driven by the flourishing hotel and resort industry. In Japan, the number of resort hotels increased by 3.07% year-on-year in 2023, while city hotels and business hotels also witnessed steady growth. Japanese-style hotels, or ryokan, traditionally located in tourist destinations, are increasingly being established in urban areas to accommodate the rising influx of inbound travelers. These establishments, which frequently feature hot spring (onsen) facilities and on-site restaurants, place a high emphasis on guest hygiene and comfort. The expanding inventory of hotel rooms, such as the 2.06% increase in resort hotel rooms and 2.05% rise in business hotel rooms, directly translates into greater demand for liquid hand wash, body wash, and face wash.
Growing Health-Driven Initiatives and Hygiene Awareness in North America
North America is expected to dominate due the comprehensive health initiatives and robust public-private partnerships that emphasize hygiene and preventive care. For instance, campaigns like Hope is in Your Hands, a collaborative effort by Walgreens, Safeguard (a Procter & Gamble brand), and the health-focused non-profit organization Americares aims to provide 10 million handwashing experiences to underserved communities across the US. This demonstrates the region’s proactive approach toward improving public hygiene. Such programs reflect a well-established culture of hygiene awareness, driven by both corporate responsibility and public health advocacy.
Market Players Outlook
The major companies operating in the global liquid soap market include GOJO Industries, Inc., LION Corp., Procter & Gamble, Reckitt Benckiser Group PLC, and 3M among others. Market players are leveraging partnerships, collaborations, mergers, and acquisition strategies for business expansion and innovative product development to maintain their market positioning.
Recent Development
- In February 2025, Procter & Gamble launched Dawn PowerSuds, a liquid dish soap designed to tackle modern cooking messes. The soap also features instant-drying action, longer-lasting bubbles, and a mess-free EZ-Squeeze bottle. Additionally, Dawn collaborated with rapper Charlie Curtis-Beard, who created a fun new track Double the Suds, available on social media platforms.
- Market value data analysis for 2024 and forecast to 2035.
- Annualized market revenues ($ million) for each market segment.
- Country-wise analysis of major geographical regions.
- Key companies operating in the global liquid soap market. Based on the availability of data, information related to new products, and relevant news is also available in the report.
- Analysis of business strategies by identifying the key market segments positioned for strong growth in the future.
- Analysis of market-entry and market expansion strategies.
- Competitive strategies by identifying ‘who-stands-where’ in the market.
Table of Contents
195 Pages
- 1. Report Summary
- Current Industry Analysis and Growth Potential Outlook
- Global Liquid Soap Market Sales Analysis – Product | Source | Distribution Channel | End-User ($ Million)
- Liquid Soap Market Sales Performance of Top Countries
- 1.1. Research Methodology
- Primary Research Approach
- Secondary Research Approach
- 1.2. Market Snapshot
- 2. Market Overview and Insights
- 2.1. Scope of the Study
- 2.2. Analyst Insight & Current Market Trends
- 2.2.1. Key Liquid Soap Industry Trends
- 2.2.2. Market Recommendations
- 2.3. Porter's Five Forces Analysis for the Liquid Soap Market
- 2.3.1. Competitive Rivalry
- 2.3.2. Threat of New Entrants
- 2.3.3. Bargaining Power of Suppliers
- 2.3.4. Bargaining Power of Buyers
- 2.3.5. Threat of Substitutes
- 3. Market Determinants
- 3.1. Market Drivers
- 3.1.1. Drivers For Global Liquid Soap Market: Impact Analysis
- 3.2. Market Pain Points and Challenges
- 3.2.1. Restraints For Global Liquid Soap Market: Impact Analysis
- 3.3. Market Opportunities
- 4. Competitive Landscape
- 4.1. Competitive Dashboard – Liquid Soap Market Revenue and Share by Manufacturers
- Liquid Soap Product Comparison Analysis
- Top Market Player Ranking Matrix
- 4.2. Key Company Analysis
- 4.3. GOJO Industries, Inc.
- 4.3.1.1. Overview
- 4.3.1.2. Product Portfolio
- 4.3.1.3. Financial Analysis (Subject to Data Availability)
- 4.3.1.4. SWOT Analysis
- 4.3.1.5. Business Strategy
- 4.3.2. LION Corp.
- 4.3.2.1. Overview
- 4.3.2.2. Product Portfolio
- 4.3.2.3. Financial Analysis (Subject to Data Availability)
- 4.3.2.4. SWOT Analysis
- 4.3.2.5. Business Strategy
- 4.3.3. Procter & Gamble
- 4.3.3.1. Overview
- 4.3.3.2. Product Portfolio
- 4.3.3.3. Financial Analysis (Subject to Data Availability)
- 4.3.3.4. SWOT Analysis
- 4.3.3.5. Business Strategy
- 4.3.4. Reckitt Benckiser Group PLC
- 4.3.4.1. Overview
- 4.3.4.2. Product Portfolio
- 4.3.4.3. Financial Analysis (Subject to Data Availability)
- 4.3.4.4. SWOT Analysis
- 4.3.4.5. Business Strategy
- 4.3.5. 3M Co.
- 4.3.5.1. Overview
- 4.3.5.2. Product Portfolio
- 4.3.5.3. Financial Analysis (Subject to Data Availability)
- 4.3.5.4. SWOT Analysis
- 4.3.5.5. Business Strategy
- 4.4. Top Winning Strategies by Market Players
- 4.4.1. Merger and Acquisition
- 4.4.2. Product Launch
- 4.4.3. Partnership And Collaboration
- 5. Global Liquid Soap Market Sales Analysis by Product ($ Million)
- 5.1. Hand Wash
- 5.2. Body Wash
- 5.3. Face Wash
- 5.4. Dish Wash
- 6. Global Liquid Soap Market Sales Analysis by Source ($ Million)
- 6.1. Natural/ Organic
- 6.2. Conventional
- 7. Global Liquid Soap Market Sales Analysis by Distribution Channel ($ Million)
- 7.1. Supermarkets/Hypermarkets
- 7.2. Convenience Stores
- 7.3. Online Sales Channel
- 7.4. Others
- 8. Global Liquid Soap Market Sales Analysis by End-User ($ Million)
- 8.1. Residential
- 8.2. Commercial
- 8.3. Hotels & Restaurants
- 8.4. Hospitals
- 8.5. Others
- 9. Regional Analysis
- 9.1. North American Liquid Soap Market Sales Analysis – Product | Source | Distribution Channel | End-User |Country ($ Million)
- Macroeconomic Factors for North America
- 9.1.1. United States
- 9.1.2. Canada
- 9.2. European Liquid Soap Market Sales Analysis – Product | Source | Distribution Channel | End-User |Country ($ Million)
- Macroeconomic Factors for Europe
- 9.2.1. UK
- 9.2.2. Germany
- 9.2.3. Italy
- 9.2.4. Spain
- 9.2.5. France
- 9.2.6. Russia
- 9.2.7. Rest of Europe
- 9.3. Asia-Pacific Liquid Soap Market Sales Analysis – Product | Source | Distribution Channel | End-User |Country ($ Million)
- Macroeconomic Factors for Asia-Pacific
- 9.3.1. China
- 9.3.2. Japan
- 9.3.3. South Korea
- 9.3.4. India
- 9.3.5. Australia & New Zealand
- 9.3.6. ASEAN Countries (Thailand, Indonesia, Vietnam, Singapore, And Others)
- 9.3.7. Rest of Asia-Pacific
- 9.4. Rest of the World Liquid Soap Market Sales Analysis – Product | Source | Distribution Channel | End-User |Country ($ Million)
- Macroeconomic Factors for the Rest of the World
- 9.4.1. Latin America
- 9.4.2. Middle East and Africa
- 10. Company Profiles
- 10.1. BluemoonBodycare
- 10.1.1. Quick Facts
- 10.1.2. Company Overview
- 10.1.3. Product Portfolio
- 10.1.4. Business Strategies
- 10.2. Colgate-Palmolive Co.
- 10.2.1. Quick Facts
- 10.2.2. Company Overview
- 10.2.3. Product Portfolio
- 10.2.4. Business Strategies
- 10.3. Ecosystem Laboratoire
- 10.3.1. Quick Facts
- 10.3.2. Company Overview
- 10.3.3. Product Portfolio
- 10.3.4. Business Strategies
- 10.4. EVYAP
- 10.4.1. Quick Facts
- 10.4.2. Company Overview
- 10.4.3. Product Portfolio
- 10.4.4. Business Strategies
- 10.5. Forever Living Products, L.L.C.
- 10.5.1. Quick Facts
- 10.5.2. Company Overview
- 10.5.3. Product Portfolio
- 10.5.4. Business Strategies
- 10.6. Hyapur Deutschland
- 10.6.1. Quick Facts
- 10.6.2. Company Overview
- 10.6.3. Product Portfolio
- 10.6.4. Business Strategies
- 10.7. Ivory
- 10.7.1. Quick Facts
- 10.7.2. Company Overview
- 10.7.3. Product Portfolio
- 10.7.4. Business Strategies
- 10.8. KAO Chemicals
- 10.8.1. Quick Facts
- 10.8.2. Company Overview
- 10.8.3. Product Portfolio
- 10.8.4. Business Strategies
- 10.9. Kimberly-Clark Corp.
- 10.9.1. Quick Facts
- 10.9.2. Company Overview
- 10.9.3. Product Portfolio
- 10.9.4. Business Strategies
- 10.10. KIMIRICA
- 10.10.1. Quick Facts
- 10.10.2. Company Overview
- 10.10.3. Product Portfolio
- 10.10.4. Business Strategies
- 10.11. LAFCO NY
- 10.11.1. Quick Facts
- 10.11.2. Company Overview
- 10.11.3. Product Portfolio
- 10.11.4. Business Strategies
- 10.12. L'Occitane Group
- 10.12.1. Quick Facts
- 10.12.2. Company Overview
- 10.12.3. Product Portfolio
- 10.12.4. Business Strategies
- 10.13. Lush Retail Ltd.
- 10.13.1. Quick Facts
- 10.13.2. Company Overview
- 10.13.3. Product Portfolio
- 10.13.4. Business Strategies
- 10.14. NEST
- 10.14.1. Quick Facts
- 10.14.2. Company Overview
- 10.14.3. Product Portfolio
- 10.14.4. Business Strategies
- 10.15. Osiyanbeauty
- 10.15.1. Quick Facts
- 10.15.2. Company Overview
- 10.15.3. Product Portfolio
- 10.15.4. Business Strategies
- 10.16. Pompeii Street Soap Co.
- 10.16.1. Quick Facts
- 10.16.2. Company Overview
- 10.16.3. Product Portfolio
- 10.16.4. Business Strategies
- 10.17. Quimi Romar SL
- 10.17.1. Quick Facts
- 10.17.2. Company Overview
- 10.17.3. Product Portfolio
- 10.17.4. Business Strategies
- 10.18. Shore Soap Company, LLC
- 10.18.1. Quick Facts
- 10.18.2. Company Overview
- 10.18.3. Product Portfolio
- 10.18.4. Business Strategies
- 10.19. The Body Shop International Ltd.
- 10.19.1. Quick Facts
- 10.19.2. Company Overview
- 10.19.3. Product Portfolio
- 10.19.4. Business Strategies
- 10.20. The Caldrea Co.
- 10.20.1. Quick Facts
- 10.20.2. Company Overview
- 10.20.3. Product Portfolio
- 10.20.4. Business Strategies
Pricing
Currency Rates
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