The global toilet soap market was valued at USD 27.10 Billion in 2024. The industry is expected to grow at a CAGR of 4.10% during the forecast period of 2025-2034 to attain a valuation of USD 40.50 Billion by 2034.
The market is characterised by growing maturity and fierce competition among major brands. In recent years, there has been an increasing trend towards value-added products. As a result, the leading market players have been launching innovative product variants to target a specific consumer segment, such as children. Various manufacturers are also focussing on improving the aesthetic appearance of the product and thus, are extensively investing in developing attractive and vibrant packaging designs in different formats which is a crucial trend in toilet soap market. Over the forecast period, the market is expected to benefit from the rising trend of premiumisation, which has encouraged consumers to opt for natural and organic soaps made with ingredients such as aloe vera, sea salt, shea butter, and calendula, among others.
The Netherlands imported 37,172 tons in 2021, increasing to 48,308 tons in 2022, and then to 55,045 tons in 2023, which contributed to the growth of the toilet soap industry. Iraq's imports rose from 58,059 tons in 2021 to 63,927 tons in 2022 but decreased to 48,039 tons in 2023. France saw a slight increase from 50,326 tons in 2021 to 53,811 tons in 2022, followed by a significant drop to 38,156 tons in 2023. Mexico's imports grew from 25,429 tons in 2021 to 27,935 tons in 2022 and then to 32,658 tons in 2023. Türkiye's imports increased from 26,367 tons in 2021 to 29,943 tons in 2022 and then to 30,596 tons in 2023. Sudan's imports were consistent at 12,222 tons in 2021 and 11,310 tons in 2022, with a notable rise to 29,409 tons in 2023.
The Czech Republic imported 28,946 tons in 2021, 29,385 tons in 2022, and 26,333 tons in 2023, which can boost the toilet soap industry revenue. Russia's imports declined from 44,773 tons in 2021 to 36,626 tons in 2022 and further to 24,477 tons in 2023. Belgium's imports slightly decreased from 34,653 tons in 2021 to 25,388 tons in 2022, with a significant drop to 23,263 tons in 2023. Poland's imports remained stable, from 24,887 tons in 2021 to 26,253 tons in 2022, and then a decrease to 22,789 tons in 2023. Singapore imported 15,688 tons in 2021, 15,295 tons in 2022, and then increased to 21,879 tons in 2023.
Additionally, popular brands in the Indian market like Dettol are developing antibacterial soaps along with skin moisturising and nourishing properties to combat the issues of infectious diseases while taking care of hands, which boosts lucrative toilet soap market opportunities.
Toilet Soap Market Growth
Rising awareness regarding personal hygiene and sanitation is one of the crucial factors boosting the growth of the toilet soap market. Public health campaigns and educational programs play an important role in spreading awareness among the public. The expansion of the retail sector has further made toilet soaps more accessible to the public.Toilet Soap Market Trends
Growing Innovations and New Product Launches by Manufacturers to Invigorate the Market Growth of Toilet SoapsThe market is characterised by growing maturity and fierce competition among major brands. In recent years, there has been an increasing trend towards value-added products. As a result, the leading market players have been launching innovative product variants to target a specific consumer segment, such as children. Various manufacturers are also focussing on improving the aesthetic appearance of the product and thus, are extensively investing in developing attractive and vibrant packaging designs in different formats which is a crucial trend in toilet soap market. Over the forecast period, the market is expected to benefit from the rising trend of premiumisation, which has encouraged consumers to opt for natural and organic soaps made with ingredients such as aloe vera, sea salt, shea butter, and calendula, among others.
Recent Developments
As per the toilet soap market dynamics and trends, Dettol Pro Solutions has announced the launch of Dettol 5 Litre (5L) Pro Cleanse Liquid Hand Wash for professional usage. This liquid solution is suitable for frequent usage in professional settings due to its tough antibacterial formula.Industry Outlook
According to ITC Trademap, global imports of soap and organic surface-active products showed diverse trends across various countries. As per the toilet soap industry analysis, Djibouti's soap and organic surface-active product imports surged from 136,202 tons in 2021 to 613,317 tons in 2022 and 1,033,322 tons in 2023. The United States saw a gradual increase from 131,592 tons in 2021 to 210,289 tons in 2022, then a decrease to 197,866 tons in 2023. Germany's imports remained stable, moving from 142,615 tons in 2021 to 139,173 tons in 2022, and then down to 114,779 tons in 2023. Canada's imports increased from 68,368 tons in 2021 to 71,957 tons in 2022 and further to 88,947 tons in 2023. The United Kingdom imported 58,428 tons in 2021, which rose to 69,865 tons in 2022, followed by a drop to 57,700 tons in 2023.The Netherlands imported 37,172 tons in 2021, increasing to 48,308 tons in 2022, and then to 55,045 tons in 2023, which contributed to the growth of the toilet soap industry. Iraq's imports rose from 58,059 tons in 2021 to 63,927 tons in 2022 but decreased to 48,039 tons in 2023. France saw a slight increase from 50,326 tons in 2021 to 53,811 tons in 2022, followed by a significant drop to 38,156 tons in 2023. Mexico's imports grew from 25,429 tons in 2021 to 27,935 tons in 2022 and then to 32,658 tons in 2023. Türkiye's imports increased from 26,367 tons in 2021 to 29,943 tons in 2022 and then to 30,596 tons in 2023. Sudan's imports were consistent at 12,222 tons in 2021 and 11,310 tons in 2022, with a notable rise to 29,409 tons in 2023.
The Czech Republic imported 28,946 tons in 2021, 29,385 tons in 2022, and 26,333 tons in 2023, which can boost the toilet soap industry revenue. Russia's imports declined from 44,773 tons in 2021 to 36,626 tons in 2022 and further to 24,477 tons in 2023. Belgium's imports slightly decreased from 34,653 tons in 2021 to 25,388 tons in 2022, with a significant drop to 23,263 tons in 2023. Poland's imports remained stable, from 24,887 tons in 2021 to 26,253 tons in 2022, and then a decrease to 22,789 tons in 2023. Singapore imported 15,688 tons in 2021, 15,295 tons in 2022, and then increased to 21,879 tons in 2023.
Factors Contributing to the Growth of the Toilet Soap Market Share Globally
- A growing global population increases overall demand for toilet soap.
- Improved living standards and higher disposable incomes boost soap purchases and toilet soap demand growth.
- Increased awareness of personal hygiene and health benefits.
- Introduction of various soap types (antibacterial, moisturizing, natural) attracts different consumer segments.
- Growing demand for eco-friendly and sustainable soap products.
Challenges Faced by Manufacturers in the Global Toilet Soap Market
- High competition from numerous local and international brands can affect toilet soap demand growth.
- Fluctuating prices of essential oils, fats, and other raw materials.
- Increasing demand for environmentally sustainable and ethically sourced ingredients.
- Prevalence of counterfeit and substandard products affecting brand reputation.
- Rising labour costs in manufacturing hubs affecting overall production costs.
Key Growth Opportunities in the Global Toilet Soap Market
- Increasing demand for chemical-free, organic, and natural soap options can influence toilet soap demand.
- Adoption of sustainable and biodegradable packaging to attract environmentally conscious consumers.
- Developing soaps with added health benefits, such as antibacterial or moisturizing properties.
- Growth in the market for luxury and specialized soaps, such as those with unique scents or ingredients.
- High growth potential in developing regions with rising hygiene awareness and disposable incomes.
Toilet Soap Industry Segmentations
A soap is made by combining tallow (or other hard animal fat) or vegetable/fish oil with an alkaline solution. Consumers nowadays prefer toilet soaps that deliver not only skin cleansing but also moisturising, deodorising, and exfoliating properties. As a result, toilet soaps today are found in a wide variety of forms for specific end-uses.Based on soap type, the market is divided into:
- Bar
- Liquid
- Paper Soap
- Others
Based on segment, the market can be bifurcated into:
- Fragrant
- Non-Fragrant
Based on region, the market can be bifurcated into:
- North America
- Europe
- Asia-Pacific
- Latin America
- Middle East and Africa
Competitive Landscape
The report gives a detailed analysis of the following key players in the global toilet industry, covering their competitive landscape, capacity, and latest developments like mergers, acquisitions, and investments, expansions of capacity, and plant turnarounds:- The Procter & Gamble Company
- Unilever PLC
- Colgate-Palmolive Company
- Johnson & Johnson Inc.
- Godrej Consumer Products Limited
- Reckitt Benckiser Group plc
- Others
Toilet Soap Market Regional Analysis
Increasing Awareness Regarding Personal Hygiene in the Asia-Pacific to Aid the Market for Toilet Soaps
The Asia-Pacific market for toilet soap is being driven by factors such as increasing consumer awareness about personal hygiene, growing urbanisation, and the presence of a large population in countries like India and China. In addition, key market players such as Unilever have collaborated with UNICEF to spread sanitation awareness among people in rural areas through programmes like ‘handwashing with cleansing and lubricating products’ in India, which can further increase toilet soap market value. According to the 2019 hygiene data released by the United Nations Children’s Fund (UNICEF), the basic availability of hand washing using soap and water in premises like schools was observed in more than 50% of Central and South Asian countries. Furthermore, while bars have traditionally dominated the market, the demand for liquid soaps is witnessing rapid growth due to the convenience factor.Additionally, popular brands in the Indian market like Dettol are developing antibacterial soaps along with skin moisturising and nourishing properties to combat the issues of infectious diseases while taking care of hands, which boosts lucrative toilet soap market opportunities.
Toilet Soap Market Report Snapshots
Toilet Soap Market Size
Toilet Soap Market Growth
Toilet Soap Market Trends
Toilet Soap Companies
Toilet Soap Market Regional Analysis
Table of Contents
1 Executive Summary
2 Market Overview and Stakeholder Insights
3 Economic Summary
4 Country Risk Profiles
5 Global Toilet Soap Market Analysis
6 Regional Analysis
7 Market Dynamics
9 Trade Data Analysis (HS Code: 34111)
11 Competitive Landscape
Companies Mentioned
The key companies featured in this Toilet Soap market report include:- The Procter & Gamble Company
- Unilever PLC
- Colgate-Palmolive Company
- Reckitt Benckiser Group PLC
- Godrej Consumer Products Limited
- Johnson & Johnson Services, Inc.
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 170 |
| Published | August 2025 |
| Forecast Period | 2025 - 2034 |
| Estimated Market Value ( USD | $ 27.1 Billion |
| Forecasted Market Value ( USD | $ 40.5 Billion |
| Compound Annual Growth Rate | 4.1% |
| Regions Covered | Global |
| No. of Companies Mentioned | 7 |
