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市场调查报告书
商品编码
1884053
沐浴皂市场规模、占有率、成长及全球产业分析:按类型、应用和地区划分的洞察与预测(2024-2032)Bath & Body Soap Market Size, Share, Growth and Global Industry Analysis By Type & Application, Regional Insights and Forecast to 2024-2032 |
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随着消费者越来越重视个人卫生、高端护肤和天然成分,全球沐浴皂市场持续扩张。根据最近的报告,预计该市场在2024年将达到370.6亿美元,2025年将成长至392亿美元,到2032年将达到603.1亿美元。预计在整个预测期内,该市场将维持6.35%的健康复合年增长率。亚太地区在2024年将引领市场,占全球营收的40.15%。这主要得益于不断壮大的中产阶级以及对高端和有机沐浴产品日益增长的需求。
沐浴皂和身体皂采用乳木果油、天然油脂、甘油和植物萃取物等成分配製而成,能够清洁和滋养肌肤。消费者越来越偏好具有去角质、舒缓、草本和保湿功效的香皂,这推动了产品创新,各大品牌也开始关注肌肤健康益处。例如,2024年9月,赫迪拉·哈迪克草药研究所凭藉其草本沐浴皂“Kocareka”获得了中央政府的资助,这表明人们对传统草本配方的兴趣日益浓厚。
联合利华、宝洁、高露洁棕榄、汉高和强生服务等主要製造商正在拓展其产品组合,推出专注于清洁标籤和有机护肤的产品。一个值得关注的例子是多芬于2024年5月推出的高级护理沐浴露。它采用DEFI技术,温和清洁肌肤,不损伤肌肤。
市场动态
市场驱动因素
消费者对高端专业沐浴乳的需求不断成长,是推动市场扩张的关键因素。自我照顾文化的兴起以及消费者对全球美容趋势的了解,促使他们选择具有先进护肤功效的高品质产品。品牌社群媒体行销活动,例如高露洁棕榄公司在印度进行的2024年沐浴露推广活动,也正在提升产品知名度和加速产品普及方面发挥关键作用。
市场限制因子
刺激性强、化学成分高的肥皂引起的皮疹和皮肤刺激问题日益增多,仍然是限制市场发展的主要因素。来自非正规管道的假冒伪劣产品不仅会削弱消费者信心,还会带来安全隐患。此外,原料(例如精油和油脂)价格的波动也为製造商带来了生产成本管理的挑战。
市场机会
关键机会在于消费者对天然成分、草本植物和清洁配方香皂的偏好日益增长。对环保、符合道德的产品需求持续成长,越来越多的品牌开始添加精油、乳木果油和酪梨油等成分。永续消费习惯的兴起以及对植物性个人护理产品的需求预计将在未来几年内推动市场显着成长。
市场趋势
一个新兴的关键趋势是消费者对个人化高端护肤配方的需求不断增长,他们越来越倾向于选择能够满足特定需求的香皂,例如保湿、消炎、美白和去角质产品。此外,专为男士护理设计的沐浴露和温和的儿童护肤皂的市场供应也在增加。婴儿护肤品的创新以及针对敏感肌肤的专用产品的兴起也促进了市场扩张。
依产品型态
由于价格实惠且保质期长,条状香皂占主导地位。个人化香氛和手工皂的需求也推动了这一趋势。
预计液体香皂市场成长最快,这主要得益于敏感肌肤人群的偏好以及对富含维生素和抗氧化剂的沐浴露需求的不断增长。
依产品类别
传统香皂因其性价比高且保质期长而引领市场。
有机香皂市场成长最快,这主要得益于美国食品药物管理局 (FDA) 法规对永续和天然成分的推广。
按应用领域
家庭应用领域占主导地位,这主要得益于对添加草本成分和经皮肤病学测试的香皂的需求。
由于饭店、医院和餐饮场所对高端产品的使用日益增多,商业市场正在快速成长。
依通路划分
由于大量购买趋势和折扣品牌产品的供应,大众零售商和超市在销售管道中占领先地位。
由于数位化、电子商务折扣和代发货模式的兴起,线上通路成长最快。
依地区划分
亚太地区
到2024年,该地区将以148.8亿美元的市场规模引领市场,成长速度最快,这主要得益于核心家庭的增加、城市化进程的加快以及消费者对有机沐浴产品日益增长的偏好。
欧洲
欧洲占第二大市场占有率,这主要得益于消费者对高端天然配方产品的偏好以及个人护理产品的浓厚送礼文化。
北美
北美是第三大市场,其成长主要得益于日常必需品的高支出以及不断增长的酒店基础设施,这些都对高端卫生用品提出了更高的需求。
南美洲
南美是第四大市场,成长迅速,主要得益于香皂和香氛沐浴露进口量的成长,尤其是在阿根廷、智利和巴西。
中东和非洲
中东和非洲 (MEA) 地区展现出强劲的成长潜力,这主要归功于对高端家居用品需求的成长以及含有天然成分的沐浴露越来越受欢迎。
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