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市場調查報告書
商品編碼
1884053
沐浴皂市場規模、佔有率、成長及全球產業分析:按類型、應用和地區劃分的洞察與預測(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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隨著消費者越來越重視個人衛生、高端護膚和天然成分,全球沐浴皂市場持續擴張。根據最近的報告,預計該市場在2024年將達到370.6億美元,2025年將成長至392億美元,到2032年將達到603.1億美元。預計在整個預測期內,該市場將維持6.35%的健康複合年增長率。亞太地區在2024年將引領市場,佔全球營收的40.15%。這主要得益於不斷壯大的中產階級以及對高端和有機沐浴產品日益增長的需求。
沐浴皂和身體皂採用乳木果油、天然油脂、甘油和植物萃取物等成分配製而成,能夠清潔和滋養肌膚。消費者越來越偏好具有去角質、舒緩、草本和保濕功效的香皂,這推動了產品創新,各大品牌也開始關注肌膚健康益處。例如,2024年9月,赫迪拉·哈迪克草藥研究所憑藉其草本沐浴皂“Kocareka”獲得了中央政府的資助,這表明人們對傳統草本配方的興趣日益濃厚。
聯合利華、寶潔、高露潔棕欖、漢高和強生服務等主要製造商正在拓展其產品組合,推出專注於清潔標籤和有機護膚的產品。一個值得關注的例子是多芬於2024年5月推出的高級護理沐浴露。它採用DEFI技術,溫和清潔肌膚,不損傷肌膚。
市場動態
市場驅動因素
消費者對高端專業沐浴乳的需求不斷成長,是推動市場擴張的關鍵因素。自我照顧文化的興起以及消費者對全球美容趨勢的了解,促使他們選擇具有先進護膚功效的高品質產品。品牌社群媒體行銷活動,例如高露潔棕欖公司在印度進行的2024年沐浴露推廣活動,也正在提升產品知名度和加速產品普及方面發揮關鍵作用。
市場限制因子
刺激性強、化學成分高的肥皂引起的皮疹和皮膚刺激問題日益增多,仍然是限制市場發展的主要因素。來自非正規管道的假冒偽劣產品不僅會削弱消費者信心,還會帶來安全隱患。此外,原料(例如精油和油脂)價格的波動也為製造商帶來了生產成本管理的挑戰。
市場機會
關鍵機會在於消費者對天然成分、草本植物和清潔配方香皂的偏好日益增長。對環保、符合道德的產品需求持續成長,越來越多的品牌開始添加精油、乳木果油和酪梨油等成分。永續消費習慣的興起以及對植物性個人護理產品的需求預計將在未來幾年內推動市場顯著成長。
市場趨勢
一個新興的關鍵趨勢是消費者對個人化高端護膚配方的需求不斷增長,他們越來越傾向於選擇能夠滿足特定需求的香皂,例如保濕、消炎、美白和去角質產品。此外,專為男士護理設計的沐浴露和溫和的兒童護膚皂的市場供應也在增加。嬰兒護膚品的創新以及針對敏感肌膚的專用產品的興起也促進了市場擴張。
依產品型態
由於價格實惠且保質期長,條狀香皂佔主導地位。個人化香氛和手工皂的需求也推動了這一趨勢。
預計液體香皂市場成長最快,這主要得益於敏感肌膚人群的偏好以及對富含維生素和抗氧化劑的沐浴露需求的不斷增長。
依產品類別
傳統香皂因其性價比高且保質期長而引領市場。
有機香皂市場成長最快,這主要得益於美國食品藥物管理局 (FDA) 法規對永續和天然成分的推廣。
按應用領域
家庭應用領域佔主導地位,這主要得益於對添加草本成分和經皮膚病學測試的香皂的需求。
由於飯店、醫院和餐飲場所對高端產品的使用日益增多,商業市場正在快速成長。
依通路劃分
由於大量購買趨勢和折扣品牌產品的供應,大眾零售商和超市在銷售管道中佔領先地位。
由於數位化、電子商務折扣和代發貨模式的興起,線上通路成長最快。
依地區劃分
亞太地區
到2024年,該地區將以148.8億美元的市場規模引領市場,成長速度最快,這主要得益於核心家庭的增加、城市化進程的加快以及消費者對有機沐浴產品日益增長的偏好。
歐洲
歐洲佔第二大市場佔有率,這主要得益於消費者對高端天然配方產品的偏好以及個人護理產品的濃厚送禮文化。
北美
北美是第三大市場,其成長主要得益於日常必需品的高支出以及不斷增長的酒店基礎設施,這些都對高端衛生用品提出了更高的需求。
南美洲
南美是第四大市場,成長迅速,主要得益於香皂和香氛沐浴露進口量的成長,尤其是在阿根廷、智利和巴西。
中東和非洲
中東和非洲 (MEA) 地區展現出強勁的成長潛力,這主要歸功於對高端家居用品需求的成長以及含有天然成分的沐浴露越來越受歡迎。
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