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市場調查報告書
商品編碼
1941040
固態肥皂市場 - 全球產業規模、佔有率、趨勢、機會及預測(按類型、應用、銷售管道、地區和競爭格局分類,2021-2031年)Bar Soap Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type, By Application, By Sales Channel, By Region & Competition, 2021-2031F |
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全球固態肥皂市場預計將從 2025 年的 396.9 億美元成長到 2031 年的 547.6 億美元,複合年成長率為 5.51%。
以動物或植物油脂皂化為原料製成的固態香皂,仍是個人衛生和護膚的基本用品。與液體肥皂等替代品相比,條狀香皂價格實惠,加上人們對衛生的普遍需求,鞏固了其市場地位,預計在發展中地區和已開發地區都將保持穩定的需求。例如,歐洲化妝品協會(Cosmetics Europe)報告稱,到2024年,包括香皂等基本衛生用品在內的盥洗用品類別,在歐洲市場的零售額將達到247億歐元,這足以說明該行業的經濟規模。
| 市場概覽 | |
|---|---|
| 預測期 | 2027-2031 |
| 市場規模:2025年 | 396.9億美元 |
| 市場規模:2031年 | 547.6億美元 |
| 複合年成長率:2026-2031年 | 5.51% |
| 成長最快的細分市場 | 有機的 |
| 最大的市場 | 亞太地區 |
儘管市場整體保持穩定,但由於消費者大幅轉向液體沐浴露和沐浴凝膠,市場正面臨巨大的阻力。這種轉變主要是由於消費者認為液體產品更衛生、更方便,這阻礙了固態市場的成長,尤其是高所得者。因此,儘管消費者對衛生用品的潛在需求仍然強勁,但對液體產品的偏好限制了香皂市場的整體擴張潛力。
消費者對天然和有機成分日益成長的偏好正在從根本上改變著固態產業。消費者積極避免使用合成添加劑,轉而選擇植物來源配方。這一趨勢的特徵是成分審查嚴格,而消費者明顯偏好那些透過環境認證和潔淨標示提供透明度的產品。即使在經濟形勢嚴峻的時期,消費者仍然將有機衛生用品視為必需的健康用品,而非奢侈品,因此該細分市場展現了驚人的韌性。例如,根據土壤協會於2024年4月發布的《2024年有機美容與健康市場報告》,包含基本衛生用品在內的「健康與個人護理」類別預計在2023年將實現6%的成長,這與整體有機美容市場低迷的現狀形成鮮明對比。
同時,治療性和多功能護膚配方的創新正在為該行業注入新的活力。固態正從簡單的清潔產品演變為增值美容護理產品。製造商正積極採用「護膚化」策略,添加皮膚科成分,以期在感官體驗上媲美液體清潔劑,並優質化產品線的品質。根據聯合利華於2024年2月發布的“2023會計年度全年業績報告”,其力士品牌實現了兩位數的成長,這主要得益於其採用ProGlow護膚技術的固態。這一產業發展動能也體現在全球貿易中。根據世界銀行的“世界綜合貿易解決方案(WITS)”,2023年德國是全球最大的固態(HS編碼340111)出口國,出貨收益約為4.875億美元。
全球固態市場面臨的主要障礙之一是消費者普遍轉向使用液體沐浴凝膠和沐浴啫咖哩。這一趨勢根植於人們認為液體沐浴露更衛生的觀念,因為它避免了與他人共用固態的直接接觸,而且符合人體工學的分配器也更加方便。在高所得的成熟市場,這種轉變導致傳統固態被液體產品取代,固態淪為日常必需品。這種替代效應直接限制了市場成長,抑制了香皂的銷量,並阻礙了固態產品的優質化,因為消費者將支出轉向了被認為更高階的液體產品。
這種偏好帶來的抑製作用在衛生用品類別的表現比較中顯而易見。儘管衛生用品類別也在擴張,但其成長速度仍落後於以液體產品和加值產品為主導的個人護理類別。根據歐洲化妝品協會2024年的數據,預計洗漱用品品類的零售額成長率為5.4%,遠低於香水品類8.9%的強勁成長和護膚品6.6%的成長(以金額為準)。這種表現上的差異凸顯了液體產品的普及以及消費者向專業護理產品的轉變如何抑制了包括固態在內的基礎洗漱用品品類的成長。
隨著消費者越來越重視個人衛生,並將零浪費原則與環保理念聯繫起來,可生物分解、無塑膠包裝的興起迫使製造商重新思考產品包裝方式。與關注成分純度不同,這一趨勢更側重於消費後的環境影響,從而推動了對紙質包裝或「裸裝」固態皂的需求,這類產品摒棄了液體清潔劑中常用的一次性塑膠。對於那些將永續性融入核心業務的品牌而言,這種對固態產品的偏好正變得至關重要。例如,Lush在2025年4月發布的2024年財務報告中顯示,其集團銷售額達到6.901億英鎊,這充分體現了符合道德規範的無包裝產品的商業性可行性。
此外,男士護理皂日益專業化,使市場更加多元化,滿足了以往普通家用香皂未能充分滿足的男士需求。各大品牌正摒棄中性行銷,轉而提供針對男士香氛偏好和膚質身訂製的產品。陽剛的品牌形象和積極的數位化策略正在吸引年輕消費者。這種精準的行銷策略助力了直銷競爭對手的快速發展,他們憑藉獨特的配方和幽默的品牌形象建立起顧客忠誠度。根據 Storyboard18 2025 年 6 月發表的一篇報導,男士個人護理品牌 Dr. Squatch 預計到 2024 年銷售額將超過 4 億美元,這充分展現了這一細分市場的盈利。
The Global Bar Soap Market is projected to expand from USD 39.69 Billion in 2025 to USD 54.76 Billion by 2031, registering a CAGR of 5.51%. Produced via the saponification of animal or vegetable fats, bar soap remains a foundational element of personal hygiene and skincare. Its market position is fortified by its affordability relative to liquid alternatives and the universal need for sanitation, guaranteeing steady demand in both developing and developed regions. Underscoring this sector's economic magnitude, Cosmetics Europe reported in 2024 that the toiletries category, encompassing essential hygiene items like soaps, achieved €24.7 billion in retail sales throughout the European market.
| Market Overview | |
|---|---|
| Forecast Period | 2027-2031 |
| Market Size 2025 | USD 39.69 Billion |
| Market Size 2031 | USD 54.76 Billion |
| CAGR 2026-2031 | 5.51% |
| Fastest Growing Segment | Organic |
| Largest Market | Asia Pacific |
Despite this established stability, the market faces significant headwinds due to a broad consumer pivot toward liquid body washes and shower gels. This transition is primarily driven by the belief that liquid formats provide enhanced hygiene and convenience, a perception that impedes growth within the bar soap segment, especially among higher-income demographics. Consequently, while the fundamental demand for sanitation remains strong, the preference for liquid alternatives restricts the potential for broader market expansion.
Market Driver
The increasing consumer inclination toward natural and organic ingredients is fundamentally transforming the bar soap industry, as buyers actively avoid synthetic additives in favor of botanical-based formulations. This trend is marked by rigorous examination of ingredient labels and a specific preference for products offering environmental certification and clean label transparency. This segment demonstrates remarkable resilience; consumers regard organic hygiene as an essential wellness requirement rather than a luxury, even during economic difficulties. For instance, the Soil Association Certification's 'Organic Beauty and Wellbeing Market Report 2024', published in April 2024, noted that while the broader organic beauty market struggled, the Health and Personal Care category-which includes essential hygiene products-contrasted this trend with a 6% growth rate in 2023.
Concurrently, the sector is being revitalized by innovation in therapeutic and multifunctional skincare formulations, elevating bar soap from a simple cleanser to a value-added beauty treatment. By adopting a "skinification" strategy, manufacturers are incorporating dermatological ingredients to match the sensory benefits of liquid washes, thereby premiumizing their portfolios. As reported by Unilever in their '2023 Full Year Results' from February 2024, the Lux brand secured double-digit growth specifically due to soap bars enhanced with ProGlow skincare technology. This industrial momentum is further reflected in global trade; according to the World Bank's World Integrated Trade Solution (WITS), Germany led global exports of bar soap (HS Code 340111) in 2023, with shipments valued at approximately $487.5 million.
Market Challenge
A primary impediment to the global bar soap market is the widespread consumer migration toward liquid shower gels and body washes. This trend is deeply entrenched in the perception that liquid options are more hygienic because they eliminate the physical contact involved with shared soap bars, while also offering greater convenience via ergonomic dispensers. In higher-income and mature markets, this shift has effectively replaced traditional solid soaps with liquid substitutes, downgrading bar soap to the status of a basic commodity. This substitution effect directly restricts market growth by capping sales volumes and limiting the ability to premiumize solid formats, as consumers redirect their spending toward liquid products perceived as more sophisticated.
The dampening effect of this preference is evident when comparing hygiene category performances. Although the sector is expanding, it trails behind personal care segments dominated by liquid or value-added products. Data from Cosmetics Europe in 2024 indicates that the toiletries category achieved a retail sales growth of 5.4%, a figure that significantly lagged behind the robust 8.9% growth in fragrances and the 6.6% rise in skincare products. This disparity in performance underscores how the prevalence of liquid formats and the consumer shift toward specialized care items are moderating the growth trajectory of the foundational toiletries segment, which includes bar soaps.
Market Trends
The transition toward biodegradable and plastic-free packaging is forcing manufacturers to rethink product presentation, as consumers increasingly link personal hygiene with zero-waste principles. Distinct from the focus on ingredient purity, this trend targets the post-consumer environmental impact, fueling demand for paper-wrapped or "naked" solid bars that eschew the single-use plastics common in liquid washes. This preference for solid formats is becoming financially vital for brands that integrate sustainability into their core operations. Highlighting the commercial viability of ethically presented, packaging-free products, Lush reported in their 'Financial report FY24' in April 2025 that the group achieved a turnover of £690.1 million.
Furthermore, the proliferation of specialized men's grooming bars is diversifying the market by addressing a male demographic that was previously underserved by general family soaps. Brands are shifting away from unisex marketing to provide products specifically designed for men's scent preferences and skin textures, utilizing masculine branding and aggressive digital strategies to attract younger buyers. This targeted approach has sparked rapid growth for direct-to-consumer competitors that use distinct formulations and humor to build loyalty. According to a June 2025 article by Storyboard18 titled 'Unilever acquires Dr. Squatch', the men's personal care brand Dr. Squatch reached estimated revenues exceeding $400 million in 2024, demonstrating the profitability of this niche.
Report Scope
In this report, the Global Bar Soap Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:
Company Profiles: Detailed analysis of the major companies present in the Global Bar Soap Market.
Global Bar Soap Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report: