Bath Soap Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

The global bath soap market, valued at USD 24.99 Billion in 2024, has experienced significant growth. Bath soaps are essential for promoting hygiene and cleanliness by eliminating dirt, bacteria, and viruses from the skin. The market is projected to grow at a compound annual growth rate (CAGR) of 4.70% from 2025 to 2034, potentially reaching USD 39.56 Billion by 2034, driven by the increasing demand for soaps made from natural ingredients such as essential oils, herbal extracts, and plant-based components, offering a more eco-friendly alternative.

Global Bath Soap Market Growth

Bath soaps play a crucial role in maintaining hygiene by eliminating dirt, bacteria, and viruses, preventing skin infections, and supporting skin health, which drives the growth of the bath soap market. Many soaps are also moisturising, helping to keep the skin hydrated. The market offers various types, such as bar and liquid soaps, to cater to diverse skin needs, contributing to global economic growth by creating jobs. In July 2024, Cinthol introduced a new body wash range with an automatic foamer, eliminating the need for a loofah. Unlike other body washes, which can be harder to rinse off and require more water, this product is designed for easy removal. The range is available in two variants: Lime and Original.

The bath soap market benefits from soaps being affordable, making them accessible to people of all income levels and promoting public health. Many soaps are made with natural, eco-friendly ingredients like essential oils, boosting their appeal. Soap fragrances enhance the bathing experience, while antibacterial soaps help prevent infections. Furthermore, soaps are deeply embedded in cultural traditions and self-care rituals around the world.

Key Trends and Recent Developments

The bath soap market is expanding, driven by trends such as the popularity of natural and organic soaps, the rise of online sales, and the demand for ethical, cruelty-free brands.

December 2024

Dr. Squatch launched a ‘Lord of the Rings’-themed bar soap called "One Ring Rinse." It featured a warm, smoky scent with a heavy-grit scrub, using exfoliating volcanic sand and skin-revitalising orange eye extract. The soap was marketed for providing a "legendary" lather, combining unique ingredients for a revitalising experience.

July 2024

Celine expanded its beauty range with the addition of liquid soap, hand cream, body milk, and hair mist. Following last year’s debut of solid soaps, perfumed body oil, and bath milk, the new products were available in luxury fragrances, encouraging scent layering for a personalised experience. This expansion strengthened Celine’s position in the premium beauty market.

April 2024

Dettol launched a new 100-gram bar soap as part of a campaign celebrating its success in India. The campaign, featuring three films, highlighted India’s growing ambition and Dettol’s commitment to providing protection. The larger 100g multi-pack soap aimed to promote hygiene and support the nation’s dreams.

February 2024

Dove launched its Plant Milk Cleansing Bars, featuring 100% gentle, plant-based cleansers and 98% biodegradable formulas. The bars, designed to provide 24-hour nourishment, each highlighted a unique skin benefit. The four variants included Coconut Milk & Sugar Lychee, Macadamia Milk & Willow Lavender, Oat Milk & Berry Brulee, and Turmeric Milk & Lemon Drop.

Natural and Organic Soaps is a Key Trend in the Bath Soap Market

Consumers are increasingly choosing soaps made with natural, organic ingredients such as shea butter, coconut oil, and essential oils. This shift is driven by heightened awareness of skin sensitivity and the demand for eco-friendly products. Organic soaps are viewed as healthier options, free from harmful chemicals and artificial additives. In November 2024, Liquid Death, known for its unconventional marketing, teamed up with Dr. Squatch to release a limited-edition soap, Dirt Murderer. Made with Liquid Death Mountain Water, the soap was created to clean and refresh, leaving a scent like a mountain lake.

Sustainability and Eco-friendly Packaging Driving Demand for the Bath Soap Market

The market for bath soap is seeing a strong shift towards eco-friendly packaging. Brands are increasingly using biodegradable, recyclable, or reusable materials to cut down on plastic waste. This movement aligns with growing consumer demand for environmentally responsible products, contributing to the popularity of bar soaps over liquid soaps, which often come in plastic bottles. In April 2024, Grow Beautii, a skincare line for sensitive skin, was set to launch in the fourth quarter. The range featured mild cleansers and soothing moisturisers made from premium natural ingredients like goat’s milk, coconut oil, sea salt, witch hazel, and aloe vera.

Increase in Online Sales is Supporting the Bath Soap Market Revenue

The growth of the e-commerce sector is significantly influencing the global bath soap market. Online platforms offer consumers access to a wider variety of soap products, including niche and international brands. The convenience of home shopping, along with easy product comparisons and customer reviews, is driving the increase in online soap purchases. Recently, the New Mexico Soap Sampler Box was launched, featuring eight unique soaps made from 90% organic, wild-harvested ingredients. Each soap provides deep moisturising benefits, with fragrances such as NM Blue Corn and Cactus Blossom, making it perfect for discovering new favourites or as a thoughtful gift.

Ethical and Cruelty-Free Brands are Driving Demand of the Bath Soap Market

The demand for bath soaps that are ethically produced and cruelty-free is growing. Consumers are becoming more aware of the ethical aspects of their purchases, favouring brands that avoid animal testing and use fair trade ingredients. This trend reflects a wider movement towards responsible consumerism in the beauty and personal care industries. In October 2023, Ayéya, a brand focused on preserving African traditions and empowering local women, launched its ethical body and home care range. The collection, which includes bath soaps, laundry and dish tablets, and cleaning products, was introduced at Whole Foods Market, with a focus on promoting economic independence and addressing climate change.

Global Bath Soap Market Trends

Eco-friendly products, including biodegradable and sustainable options, are shaping the bath soap market dynamics and trends. Soaps contribute to daily personal care routines, providing a refreshing and revitalising experience. Luxury soaps with exotic ingredients are driving growth in niche markets, particularly in emerging regions with rising hygiene needs. In November 2024, a Californian chemist's handmade soaps will release new varieties approximately ten times a year, featuring new scents, best-sellers, and customer-requested fragrances, providing an exciting addition to self-care routines.

Bath soaps are convenient, portable, and easy to store, making them a household essential. Innovation in soap formulations, including anti-aging and exfoliating features, creates new opportunities in the bath soap market. Customised soaps address specific skin concerns, while aromatherapy-infused varieties offer therapeutic benefits. Sustainability is a key priority, with brands adopting packaging alternatives to minimise environmental impact.

Global Bath Soap Industry Segmentation

The report titled “Global Bath Soap Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:

Market Breakup by Type

• Organic
• Conventional

Market Breakup by Form

• Solid
• Liquid

Market Breakup by Price Category

• Premium
• Mass

Market Breakup by End User

• Men
• Women
• Baby

Market Breakup by Distribution Channel

• Supermarkets and Hypermarket
• Convenience Stores
• Pharmacies
• Specialty Stores
• Online
• Others

Market Breakup by Region

• North America
• Europe
• Asia-Pacific
• Latin America
• Middle East and Africa

Global Bath Soap Market Share

According to bath soap market analysis, soaps designed for women offer various benefits, such as improving skin health, providing moisturisation, and delivering relaxing fragrances. These soaps often contain nourishing ingredients to meet specific skincare needs like anti-aging, hydration, and sensitive skin care. In March 2024, Olay launched its breakthrough Indulgent Moisture Body Wash collection, featuring a unique multi-layer formula that provides a luxurious lather while delivering rich moisturisers and Vitamin B3. This formula transforms skin from dull and dry to hydrated and glowing in just 14 days. With five indulgent scents, the collection turns your shower into a sensory experience, offering more than just physical benefits.

The growth of the bath soap market is driven by soaps designed for babies, which focus on gentle, hypoallergenic formulations. These soaps offer mild, safe cleansing and are free from harsh chemicals, ensuring protection for delicate skin. They help maintain skin health, prevent irritation, and create a calming bath experience for infants. In June 2022, the premium German baby care brand Sanosan launched its Baby Care Soap in India. Made with natural ingredients like hydrolysed milk protein and organic olive oil, the soap protects and supports the skin's natural protective barrier. Glowderma partnered with Sanosan to promote its products in India.

Competitive Landscape

The bath soap market key players offer a diverse range of products across multiple sectors, including personal care, cleaning, health, and hygiene. With a strong focus on innovation, P&G consistently invests in research and development to introduce new, high-quality products. The company is also a leader in sustainability, prioritising efforts to reduce its environmental footprint and enhance communities globally.

The Procter & Gamble Company

Headquartered in Ohio, United States, Procter & Gamble (P&G) was established in 1837. It is a multinational consumer goods corporation known for its broad portfolio of brands in personal care, cleaning, and healthcare. P&G is recognised for its commitment to innovation and sustainability, serving millions globally.

Unilever Plc

Unilever Plc, founded in 1929 and headquartered in London, United Kingdom, is a global leader in consumer goods. The company produces a diverse range of products, including food, beverages, cleaning agents, and personal care items. Unilever is committed to sustainability, aiming to improve the health and well-being of consumers worldwide.

Colgate-Palmolive Company

Colgate-Palmolive Company, established in 1806 and headquartered in New York, United States, is a leading multinational corporation in the consumer goods industry. Specialising in oral care, personal care, home care, and pet nutrition, the company is known for its strong commitment to innovation and sustainable practices.

Forest Essentials

Forest Essentials, founded in 2000 and headquartered in New Delhi, India, is a luxury Ayurvedic skincare brand. Known for using natural ingredients and traditional Ayurvedic practices, the company offers a wide range of premium beauty products. Forest Essentials prioritises sustainability, ethical sourcing, and the preservation of ancient healing traditions.

Other key players in the bath soap market report are Osmia Organics, Beiersdorf AG, Henkel AG & Co. KGaA, L’occitane International SA, L’Oreal S.A., Johnson & Johnson Services, Inc., and Davines S.p.A., among others.