PUBLISHER: Fortune Business Insights Pvt. Ltd. | PRODUCT CODE: 1884053
PUBLISHER: Fortune Business Insights Pvt. Ltd. | PRODUCT CODE: 1884053
The global bath & body soap market continues to expand as consumers increasingly prioritize personal hygiene, premium skincare, and natural ingredients. According to the latest report, the market was valued at USD 37.06 billion in 2024, is expected to grow to USD 39.20 billion in 2025, and is projected to reach USD 60.31 billion by 2032, registering a healthy CAGR of 6.35% through the forecast period. In 2024, Asia Pacific dominated the market, accounting for 40.15% of global revenue, supported by its expanding middle-class population and rising demand for luxury and organic bathing products.
Bath & body soaps are formulated using ingredients such as shea butter, natural oils, glycerin, and botanical extracts that cleanse while nourishing the skin. Growing preference for soaps enriched with exfoliating, soothing, herbal, and moisturizing actives has reshaped product innovation, with brands focusing on skin health benefits. For example, in September 2024, Kedila Hardik Herbals Institute secured a central government grant for its kokareka herbal bath soap, highlighting rising interest in traditional herbal formulations.
Leading manufacturers-including Unilever Plc, The Procter & Gamble Company, The Colgate-Palmolive Company, Henkel AG & Co. KGaA, and Johnson & Johnson Services, Inc.-are expanding their portfolios with clean-label and organic skincare-focused offerings. A notable example is Dove's Advanced Care Body Wash, launched in May 2024 using DEFI technology to deliver gentle, non-stripping cleansing.
Market Dynamics
Market Drivers
Growing demand for premium and specialized body soaps is a major driver propelling market expansion. The rise in self-care culture and exposure to global beauty trends influence consumers to choose high-quality products with advanced skincare benefits. Social media campaigns by brands, such as Colgate-Palmolive's 2024 body wash mega campaign in India, also play a crucial role in boosting product visibility and accelerating adoption.
Market Restraints
The increase in skin rashes and irritations caused by harsh chemical-based soaps remains a significant restraint. Counterfeit and low-quality products from unorganized sectors further impact consumer trust and pose safety risks. Additionally, fluctuating prices of raw materials, including essential oils and fats, create challenges for manufacturers in controlling production costs.
Market Opportunities
A major opportunity lies in the rising consumer shift toward natural, herbal, and clean formulation-based soaps. With more brands integrating ingredients such as essential oils, shea butter, and avocado oil, the appeal for eco-friendly and ethically sourced products continues to grow. The surge in sustainable shopping habits and the demand for plant-based personal hygiene products are expected to create substantial growth avenues for the coming years.
Market Trends
A key emerging trend is the demand for personalized and luxury skincare formulations, with consumers seeking soaps tailored to specific needs such as hydration, anti-irritation, brightening, and exfoliation. Additionally, the market is experiencing increased availability of men's grooming-specific body washes and children's gentle skincare soaps. The rising number of baby skincare innovations and tailored products for sensitive skin further contributes to market expansion.
By Form
The solid soap segment dominates due to affordability and long shelf life. Personalized fragrances and artisanal bar soaps also support demand.
The liquid segment is expected to grow fastest, boosted by preference among sensitive-skin consumers and rising demand for vitamin-rich, antioxidant-infused body washes.
By Category
Conventional soaps lead the market owing to cost-effectiveness and longer shelf life.
The organic segment is the fastest-growing due to FDA regulations promoting sustainable and natural ingredients.
By Application
The household segment dominates driven by demand for herbal and dermatologically tested soaps.
The commercial segment is growing rapidly due to increased premium product usage in hotels, hospitals, and hospitality spaces.
By Distribution Channel
Hypermarkets/supermarkets dominate due to bulk-buying trends and availability of discounted branded products.
Online channels exhibit the fastest growth due to digitalization, e-commerce discounts, and rising drop-shipping models.
Regional Overview
Asia Pacific
The region leads with a USD 14.88 billion market size in 2024 and is the fastest-growing due to rising nuclear families, urbanization, and increasing preference for organic bath products.
Europe
Europe holds the second-largest share, driven by preference for premium, natural formulations and strong gifting culture involving personal care products.
North America
North America is the third-largest region, supported by high spending on daily essentials and growth in hospitality infrastructure requiring premium hygiene products.
South America
South America ranks fourth, with rapid growth fueled by increasing imports of soap bars and scented body soaps, especially in Argentina, Chile, and Brazil.
Middle East & Africa
MEA shows strong growth potential due to rising demand for luxury home goods and availability of natural formulation-based body soaps.
Conclusion
With growth from USD 37.06 billion in 2024 to USD 39.20 billion in 2025, and an expected surge to USD 60.31 billion by 2032, the bath & body soap market continues to benefit from rising skincare awareness, demand for clean beauty, and innovations in natural formulations. Brands leveraging personalization, sustainability, and premiumization are positioned to lead the next wave of market expansion.
Segmentation By Form
By Category
By Application
By Distribution Channel
By Geography