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The liquid hand soap market size is forecast to increase by USD 2.44 billion at a CAGR of 8.96% between 2023 and 2028. The market's expansion hinges on various factors, notably the surge in pandemic diseases and mounting campaigns promoting hygiene awareness alongside the introduction of inventive products. However, challenges persist, encompassing stringent government regulations and standards, heightened consumer consciousness regarding the toxicity of chemical constituents, and the availability of substitute products. The prevalence of pandemic illnesses underscores the urgency for effective hygiene solutions, propelling market growth. Concurrently, consumer education initiatives highlight the importance of non-toxic formulations, influencing purchasing decisions. Yet, navigating through regulatory requirements poses hurdles, necessitating compliance measures to ensure product viability. Moreover, the presence of alternative offerings presents competitive pressures, compelling market players to innovate and differentiate. Addressing these challenges demands strategic maneuvering and continuous innovation to sustain market momentum amidst dynamic socio-economic landscapes.
The liquid hand soap market in APAC is experiencing significant growth due to the increasing use of hand soaps as a preventive measure against diseases in hotels and public restrooms. Medline Industries LP, a key company, offers liquid hand soap called Spectrum antibacterial foaming hand soap, which protects people from germs and moisturizes the hands. The company manufactures and offers hospital, nursing, medical, and healthcare-related products under various product lines, such as advanced wound care, anesthesia, diagnostics, nutrition, surgery, and skin care, among others.
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The market is a dynamic arena driven by factors like consumer preferences for sanitation and hygiene products. Educational materials educate workers and consumers about the importance of hand hygiene in preventing viral infections such as norovirus. Innovations like Refillable packs cater to sustainability concerns, offering options beyond traditional liquid soap, detergent product category, and laundry bars. Consumers seek a variety of fragrances, including fragrances and formulations that meet stringent guidelines. Dispenser units like Dial enhance convenience, while Hand-liquid hand soap variants extend to Liquid hand washes and Body washes, satisfying diverse preferences. Formulations often feature key ingredients like anionic surfactant, cocamide, and coco betaine, with the added benefits of glycerine for moisturization. Packaging considerations, including soap packaging, emphasize practicality and aesthetics, shaping consumer experiences and driving market evolution.
Key Market Driver
The increasing prevalence of pandemic diseases is notably driving the market growth. The global market for liquid hand soap has experienced significant growth due to the heightened emphasis on personal hygiene as a preventive measure against infectious diseases. This trend is particularly prominent in urban areas, where the spread of diseases such as the flu is a major concern. Key sectors driving the demand for liquid hand soap include hotels and hospitals, where hand dispensers are commonly used. Additionally, supermarkets/hypermarkets, departmental stores, and even online platforms have seen an increase in sales of liquid hand soap as part of Hygiene-focused programs. Consumer awareness regarding the importance of personal hygiene, fueled by health issues and shifting hygiene habits, has led to an increased demand for FMCG products such as liquid hand soap.
Premium brands, with their skin-friendly ingredients and anti-microbial properties, have gained popularity among youth and millennials, who prioritize lifestyle and necessity over chemical-free or natural liquid soaps. Prominent players in the market continue to innovate, offering novel items such as fragrances and discounts and coupons to attract customers. Hand washing has become an integral part of daily routines, with the use of liquid hand soap being a prominent cleaning aid and essential sanitary practice. The rising awareness about infectious diseases and their modes of transmission is expected to drive the market's growth during the forecast period.
The global market is experiencing significant growth due to the rising popularity of private-label brands in various sectors. In urban areas, supermarkets and hypermarkets, such as Max Hypermarket (SPAR) and Kroger Co. (Kroger), are introducing their own private-label brands of liquid hand soap. These products are more affordably priced, making them attractive to price-sensitive consumers. Additionally, the demand for liquid hand soap is increasing in sectors like hotels and hospitals, where hand dispensers are commonly used for hygiene-focused programs. FMCG companies are also producing premium brands with added features like anti-microbial properties, skin-friendly ingredients, and fragrances. Consumer awareness and personal hygiene are key factors driving the market growth. Lifestyle trends, such as the increasing focus on health and wellness among youth and millennials, are also contributing to the market's expansion.
Ingredients and chemicals used in liquid hand soap production are under scrutiny, leading to a growing demand for chemical-free and natural liquid soaps. Manufacturers are responding by introducing novel items that cater to these consumer preferences. Hand washing is a daily routine essential for preventing diseases and ailments caused by germs. The market is expected to continue growing as consumers prioritize hygiene and sanitary practices in their daily lives. Prominent players in the market include major manufacturers and retailers, who are constantly innovating and introducing new products to meet the evolving needs of consumers. These factors are expected to contribute to the growth of the global market during the forecast period.
Stringent government regulations and standards are the major challenges impeding the market growth. In the US market, liquid hand soap is an essential Fast-Moving Consumer Goods (FMCG) product used for personal hygiene in various settings, including hotels and hospitals, urban areas, and homes. Vendors offer hand dispensers for easy use in public places and supermarkets/hypermarkets for household applications. Premium brands cater to youth and millennials, while discounts and coupons attract price-sensitive consumers.
Hygiene-focused programs and consumer awareness campaigns promote the use of liquid hand soap for disease prevention and skin-friendly, anti-microbial properties. Manufacturers comply with FDA regulations, listing all ingredients, such as parabens, fragrances, and phthalates, on labels. Chemical-free, natural liquid soaps are gaining popularity due to shifting hygiene habits and health concerns. Prominent players introduce novel items with fragrances and anti-microbial properties. Liquid hand soap is a necessity in daily routines for personal hygiene, cleaning aids, and sanitary practices, especially in the context of ailments and germs. Thus, the stringent regulations on product composition, labeling, and packaging may hinder the growth of the market during the forecast period.
Based on type, the market is segmented into synthetic and organic. The market share growth by the synthetic segment will be significant during the forecast period. The global liquid hand soap market experienced significant growth in 2022, with synthetic liquid hand soaps holding the largest market share. This preference is driven by their effective bacterial killing properties, primarily due to synthetic chemical agents like sodium lauryl sulfate. However, potential negative effects may hinder adoption during the forecast period. In various sectors such as hotels and hospitals, hand dispensers are increasingly common. Supermarkets/hypermarkets, urban areas, departmental stores, and even premium brands offer discounts and coupons to boost sales. Household application, hygiene-focused programs, and consumer awareness have fueled demand for these FMCG products. This trend is expected to continue, which will contribute to the growth of the synthetic segment in the market during the forecast period.
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Furthermore, our report provides a brief analysis of the historical and forecast market share and their segments along with the reasons for growth from 2018 to 2028. Younger demographics, including youth and millennials, prioritize personal hygiene and lifestyle choices. Natural liquid soaps, free from chemicals, are gaining popularity as an alternative. Manufacturers focus on creating skin-friendly, anti-microbial, and fragrant products to cater to diverse consumer needs. Shifting hygiene habits, health issues, and the need for cleaning aids have made hand washing a daily routine. Sanitary practices and ailments like diseases further emphasize the importance of liquid hand soaps. Prominent players introduce novel items, such as hand sanitizers and hand washes, to meet the increasing demand. Hand washing is now a necessity in public places like malls, shops, restaurants, and workplaces. Hospitals, in particular, prioritize sanitary practices to prevent disease spread. Overall, the liquid hand soap market continues to evolve, driven by consumer preferences, health concerns, and innovative offerings.
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APAC is estimated to contribute 68% to the growth of the global market research and growth during the forecast period. Technavio's analysts have provided an extensive insight into the market forecasting, detailing the regional trends and drivers influencing the market's trajectory throughout the forecast period.
In 2023, APAC holds a major share of the market. The market in APAC is experiencing significant growth due to the increasing use of hand soaps as a preventive measure against diseases in hotels and public restrooms. Innovation and creative marketing are key drivers, with new multi-functional and body wash soaps being introduced to cater to changing consumer preferences. Vendors are focusing on natural and skin-friendly ingredients, mild fragrances, and flavors to meet the demand for eco-friendly and budget-friendly options. Alternate products, such as dish soaps, oils and fats, texturizing chemicals, and natural fragrances like essential oils, are also gaining popularity. Prices and availability of alternatives, including paper soaps, disinfectants, rubbing sanitizers, and alcohol, influence consumer choices. Online guides and handmade soaps made from basic components are also emerging trends in the market. Consumer health concerns continue to shape the market, with an emphasis on natural ingredients and mild fragrances.
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, which forecasts to enhance their presence in the market report.
The market growth and forecasting report also includes detailed analyses of the competitive landscape of the market and information about 15 market companies, including:
The market analysis and report of qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market research report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth and market trends strategies.
Customer Landscape
The market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD Billion" for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
The market is experiencing significant growth, fueled by increasing concerns about sanitation and the rising demand for hygiene products. Educational materials play a crucial role in raising awareness among workers and consumers about the importance in preventing the spread of viral infections like norovirus and hepatitis A. Consumers are increasingly opting for anti-bacterial soap containing natural ingredients like basil and neem, steering away from products with synthetic components such as methylisothiazolinone and methylchloroisothiazolinone. Refillable packs and sustainable packaging options aim to reduce the carbon footprint associated with plastic packaging, offering a variety of liquid hand washes and body washes in eco-friendly formats like bottles, pouches, and tubes. The market is also witnessing growth through the expansion of e-commerce channels and the introduction of innovative dispenser units like SoaPen and Dial, catering to evolving consumer preferences for convenience and sustainability.
The market presents a diverse landscape influenced by various factors. Amid concerns over hand-hygiene and the prevalence of unhygienic living conditions, the demand for effective personal hygiene products is on the rise. Consumers seek products formulated with natural, herbal ingredients over those containing synthetic ingredients and preservatives like Triclosan. Manufacturers are responding with innovative solutions, including refillable options to promote refill and reuse, enhancing sustainability. Additionally, considerations for physical properties, such as durability and lightness, contribute to a positive user experience, especially when purchasing in bulk quantities through various channels like E-commerce. Fragrance diversity, packaging aesthetics, and formulations meeting stringent guidelines cater to evolving consumer preferences. With insights from Spherical Insights, the market continues to evolve, offering a range of options from traditional liquid soap to laundry bars and liquid body washes available in convenient packaging types like bottles, pouches, and tubes, accessible at clinics, diagnostic centers, and pharmaceutical stores worldwide.
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Market Scope |
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Report Coverage |
Details |
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Page number |
169 |
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Base year |
2023 |
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Historic period |
2018 - 2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 8.96% |
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Market growth 2024-2028 |
USD 2.44 billion |
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Market structure |
USD Fragmented |
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YoY growth 2023-2024(%) |
7.6 |
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Regional analysis |
APAC, North America, Europe, South America, and Middle East and Africa |
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Performing market contribution |
APAC at 68% |
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Key countries |
US, China, India, Germany, and UK |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
3M Co., Amway Corp., Cleenol Group Ltd., Colgate Palmolive Co., Godrej Consumer Products Ltd., GOJO Industries Inc., Henkel AG and Co. KGaA, Himalaya Global Holdings Ltd., ITC Ltd., Kao Corp., Lion Corp., Longrich Bio Science Co. Ltd., Medline Industries LP, Pental Ltd., Premier English Manufacturing Ltd., Reckitt Benckiser Group Plc, Shri Sahib Enterprises LLP, The Avon Co., Unilever PLC, and Vi Jon LLC |
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Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the market forecast period. |
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Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
We can help! Our analysts can customize this market research report to meet your requirements. Get in touch
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Type
7 Market Segmentation by Distribution Channel
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Opportunity/Restraints
11 Competitive Landscape
12 Competitive Analysis
13 Appendix
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