Bath Soaps Market Size, Share, Growth, and Industry Analysis, By Type (Medicated Bath Soap, Non-medicated Bath Soap) By Application (Supermarkets and Hypermarkets, Specialty Stores, Online, Others) Regional Forecast From 2025 To 2034

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BATH SOAPS MARKET OVERVIEW

The global Bath Soaps Market size stood at USD 1.72 billion in 2025, growing further to USD 2.16 billion by 2034 at an estimated CAGR of 2.55% from 2025 to 2034.

The United States Bath Soaps Market size is projected at USD 0.57162 billion in 2025, the Europe Bath Soaps Market size is projected at USD 0.44339 billion in 2025, and the China Bath Soaps Market size is projected at USD 0.49795 billion in 2025.

The global COVID-19 pandemic has been unprecedented and staggering, with the Bath Soaps market experiencing higher-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden spike in CAGR is attributable to the market's growth and demand returning to pre-pandemic levels once the pandemic is over. 

Bath soaps are used to keep personal hygiene standards high and to clean the skin. To keep the body free of chemicals or filth, these products are used during showers or baths. The main ingredients of the soaps are variously scented cleansing or emulsifying agents, like alkali or potassium salts. Several businesses have launched their range of bath soaps in fragrant scents and styles to fulfil the expectations of consumers.

KEY FINDINGS

COVID-19 IMPACT

Increasing Demand During the Pandemic to Drive Market Growth 

Due to the increase in demand for necessities during a lockdown, such as liquid bath soap, the COVID-19 pandemic has had an influence on the bath soap market's ability to produce enough of them to meet demand. Liquid bath soaps were in higher demand due to the panic buying that occurred during the initial phases of lockdown. In contrast to the global supply chain, which has been touched by export and import limitations, the domestic bath soaps market's supply chain has been affected by transportation limits and the least mobile scenario. As a result of customer preference for effective hygiene, the post-COVID-19 scenario is predicted to represent a significant potential for the bath soap industry.

LATEST TRENDS

Rising Levels of Personal Hygiene and Cleanliness are Primarily What are Propelling the Market Growth

To prevent the occurrence and spread of diseases brought on by unclean activities, maintaining cleanliness is crucial. Infectious bacteria can be prevented from spreading by washing hands, utensils, and clothing. For instance, according to the World Health Organization article titled "Forgetting to Wash Your Hands May Cost Lives," there are yearly diseases that lead to the death of millions of women owing to improper hand washing and lack of sanitation. Antibacterial soaps are also being developed by companies like Dial, Safeguard, and Dettol to address the problem of communicable illnesses like the flu and upset stomachs brought on by germs and viruses. Hence, it is anticipated that greater hygiene awareness will aid market expansion.

• 71% → 75% shift (2012–2022): WHO data show the proportion of people using a handwashing facility with soap and water improved by 11 percentage points from 64% in 2012 to 75% in 2022, boosting baseline demand for soap products.

• Global soap trade ~US$8.51B in 2023: OEC trade data record US$ 8.51 billion in global soap trade in 2023, reflecting trade scale and distribution patterns for bath/soap products.

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BATH SOAPS MARKET SEGMENTATION

By Type Analysis

According to type, the bath soaps market can be segmented into medicated bath soap and non-medicated bath soap.  

In terms of type, the medicated bath soap is anticipated to be the largest segment during the forecast period.  

By Application Analysis

Based on application, the bath soaps market can be divided into retail stores, specialty stores, online stores and other.  

In terms of application, the retail stores market is projected to hold the largest market share through 2031.  

DRIVING FACTORS

An Increase in Usage and Demand in the Organic Soap is Fueling Market Expansion

The bath soap industry can be divided into conventional and organic products based on categories. The increased demand for organic hygiene products would cause the organic category to grow at a during the forecast period. Aloe vera, plant extracts, glycerine, and natural essential oils are just a few of the natural and biological ingredients included in organic soaps. Organic bath soaps don't harm the skin and don't include any harsh preservatives, in contrast to chemical bath soaps. The increased popularity of organic soaps can be due to people becoming more aware of the advantages of natural and organic products. 

The Availability of Liquid Bath Soap in a Wide Variety will Boost Market Expansion  

Shower gels and body washes, which have a similar purpose of washing skin but a distinct texture, are the major considerations for liquid bath soaps. Body washes have a creamier recipe, a thinner consistency, and a more moisturizing and hydrating impact on the skin than shower gels, which have a solid, gel-like consistency and texture. The recipe of liquid bath soap includes ingredients including glycerin, petrolatum, shea butter, aloe vera, mineral oil, soybean oil, jojoba oil, almond oil, and olive oil, all of which offer significant skin advantages. Important manufacturers tend to release products for various skin types, such as special infant liquid bath soap formulas.

• Basic handwashing access (75% in 2022): An increase to 75% basic handwashing access in 2022 (WHO/JMP) supports sustained retail demand for soaps used in daily hygiene.

• Large retail market in Europe (€104B 2024): Cosmetics Europe reports the personal care retail market at €104 billion (2024), encouraging product innovation and premium soap variants.

RESTRAINING FACTORS

An Increase in the Availability of Substitute Products is Impeding Market Expansion

Traditional skin rubs are being displaced in the personal hygiene market by shower gels and body wash products, which is hurting the conventional product industry. Detergents are also being used more frequently in the household cleaning industry since they are better at eliminating stains from clothing and grime from dishes. Also, it is anticipated that rising body wash usage may restrain market expansion. As a result, it is anticipated that the presence of substitute items on the market will impede market expansion.  

• ~2.3 billion people lacking home soap access (2021): UNICEF estimated 2.3 billion people could not wash hands with soap and water at home in 2021, limiting market penetration in parts of Asia/Africa.

• Trade fluctuations: 0.59% decline (2023): Global soap trade fell by 0.59% from 2022 to 2023, indicating short-term export/import volatility that can restrain supply chains.

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BATH SOAPS MARKET REGIONAL INSIGHTS

The North America Region will Dominate Market Due to Hygiene Purpose

While the first half of the projection period saw the highest number of coronavirus-infected patients, the use of washing and bathing surfactant products for hygiene purposes is anticipated to grow in North America. For instance, the American population polled is utilizing cleansing and lubricating solutions for bathing to avoid contracting COVID-19 infection, according to the survey results published by the American Cleaning Institute. Also, customers in North America tend to utilize high-end items and are particularly captivated by expensive herbal and organic products, which helps the market expand in the region.

KEY INDUSTRY PLAYERS

Adoption Experiential Marketing Services by Key Players Influencing Market Development

The top key players in the market are Procter & Gamble, Unilever, Colgate Palmolive, Johnson & Johnson, Chicco, LUX. Most of the top players hold bath soaps market share in some regions. In addition, the strategies to develop new technologies, capital investment in R&D, improve product quality, acquisitions, mergers, and compete for the bath soaps market growth in the competition help them to perpetuate their position and value in the market. Besides, collaboration with other companies & extensive possession of market shares by the key players stimulates the bath soaps market.

• Procter & Gamble (U.S.): P&G employed about 108,000 people globally as of mid-2024 reporting and announced workforce restructuring actions in 2025 affecting ~7,000 jobs.

• Unilever (UK): Unilever reports operations in ~190 countries with ~125,000 employees, underlining its global soap brand reach (Dove, Lux).

List of Top Bath Soaps Companies

• Procter & Gamble (U.S.)
• Unilever (UK.)
• Colgate Palmolive (U.S.)
• Johnson & Johnson (U.S.)
• Chicco (Italy)
• LUX (India)
• DOVE (India)
• Sebapharma (Germany)
• Pigeon (India)
• Himalaya (India)
• PZ Cussons (UK.)
• Weleda (Switzerland)
• Mustela (France)
• Walch (U.S.)
• Safeguard (UK.)
• Dettol (Germany)

REPORT COVERAGE

This report examines an understanding of the bath soaps market’s size, share, growth rate, segmentation by type, application, key players, and previous and current market scenarios. The report also collects the market’s precise data and forecasts by market experts. Also, it describes the study of this industry’s financial performance, investments, growth, innovation marks, and new product launches by the top companies and offers deep insights into the current market structure, competitive analysis based on key players, key driving forces, and restraints that affect the demand for growth, opportunities, and risks.

Furthermore, the post-COVID-19 pandemic’s effects on international market restrictions and a deep understanding of how the industry will recover, and strategies are also stated in the report. The competitive landscape has also been examined in detail to provide clarification of the competitive landscape.

This report also discloses the research based on methodologies that define price trend analysis of target companies, collection of data, statistics, target competitors, import-export, information, and previous years’ records based on market sales. Moreover, all the significant factors which influence the market such as small or medium business industry, macro-economic indicators, value chain analysis, and demand-side dynamics, with all the major business players have been explained in detail. This analysis is subject to modification if the key players and feasible analysis of market dynamics change.